The pitch deck is your ultimate opportunity to get buy-in on your unique point of view as a business.
Successful pitch decks engage with a story, convince with data, and create excitement through a compelling structure. It needs to be robust yet inspiring to support your needs and set out the world you want to create.
What is a Pitch Deck and Why Does it Matter?
What makes a good pitch deck? Over the past decade, pitch decks have evolved from PowerPoint slides laden with bullet points to wireframed-to-perfection showpieces guided by narrative storytelling.
A pitch deck is a high-stakes document. It is usually not updated for several years until the next fundraising round, and when starting to write for your next round one feels like a freshman. This deck is responsible for supporting founders in driving huge value for their companies and a 15-25 slide document can help raise millions of dollars.
In addition to this, a pitch deck’s nature is two-sided. While data is fundamental to any successful pitch, investors are still looking for a story and a product, not just a collection of data points.
So how do you create a compelling pitch deck, over and over again?
Pitch Deck Fundamentals
Before diving into writing your pitch, think about your key goal and audience first. A successful pitch prompts your audience to help achieve your goal.
Start with drafting your story arc by focusing on making an effective, action-oriented, snappy pitch. Everyone knows the types of key slides that investors expect to see. But what storytelling principles can tie them together in an effective manner?
Pitch Deck Narrative
As a rule of thumb, some of the key slides in any pitch deck include:
However, it is not only about the right slides. Your deck is an opportunity to take investors on a journey. Like any good story, there are key parts or characters you want to introduce to help connect with the reader and help them see the value of what you are offering.
Identify the users of your product or service and keep their needs at the forefront of your mind. Everything you do as a business is in service to your end user.
Be specific about what your product is, how it works, and its monetization structure.
The Goals of a Protagonist
What problem does your business solve for your audience? Be clear about what this is and don’t complicate it by trying to solve multiple problems at once.
Be specific about who you serve, have specific use cases and examples, and be very clear about how your product or service makes their lives better.
What's at Stake
Here you can create an emotional connection to the audience and the reader. Build the world in which you're operating and why your business matters in this world. You want the reader to believe that without your business the problem can’t be solved.
Be specific about your knowledge of the market, its trends, the competition, and how you compare to them.
The Spark That Leads to Meeting Goals
This is your idea, the reason why your business should matter to the audience and investor. Be sure to connect your idea clearly to meeting the goals of your audience.
Be specific about your team, your unique experience and skills, and any innovations that you have devised to solve the problem.
In our experience, some of the best products can miss out on the deserved opportunities due to flawed pitches. Look out for these fundamental pitfalls when drafting your own:
Once the narrative work is done, make sure to not drop the ball through layout and design that further expands and solidifies your offer.