On a weekly basis, I will be sent anywhere from 1 to 20 pitch decks. I am writing this article as it is something I wish I had known when I was early on my journey of building a startup and I think a lot of other entrepreneurs read.

Here’s the biggest thing you need to know… it’s not about what you want to show but about what an investor wants to see. Put yourself in the shoes of an investor reading your deck. Would you invest? Do you have all the information to invest?

Second, as an investor reading pitch decks here is how I read them.

1. First thing, I turn to the market size / opportunity page of the deck. If it is a big enough market size then I will keep reading.
2. Second, I turn to the team slide. Who are they? Why them for this product?
3. Third, traction. What problem are they trying to solve and how much traction have they obtained in what timeframe.

1. Keep it Simple in Design and Content

Your first impression counts. Your title slide should include:

• Company Name and Logo
• A short tagline that captures your company’s essence.
• Your name and contact information.

Resources: Here are some great places you can find deck templates

ENVATO

CANVA

CREATIVE MARKET

For graphics, make sure they are all in the same design/style. Hiring someone on Fiverr can be great for this.

2. The Problem

Investors need to know what pain point your product or service addresses. Use this slide to:

• Describe the problem succinctly.
• Share a real-world example or statistic to illustrate the issue.
• Highlight why this problem is significant and urgent.

Example: “Over 70% of small businesses struggle to manage inventory efficiently, leading to $1 billion in lost revenue annually.”

3. Your Solution

This is your chance to shine. Explain how your product or service solves the problem you just outlined.

This is LinkedIN’s pitch deck from 2004. The deck is succinct and to the point.

• Key benefits and unique features.
• What makes your solution better than alternatives.
• The impact your solution will have.

Tip: Use visuals like product mockups, videos, or screenshots to make your solution tangible.

4. Showcase Your Market Opportunity – THIS IS IMPORTANT

Investors want to know if the opportunity is big enough to justify their investment. Use this slide to:

• Define your target market.
• Provide credible market size data (Total Addressable Market, Serviceable Available Market).
• Highlight trends that make this the right time to enter the market.

Tip: Visualize your data with charts or graphs for maximum impact.

5. Explain Your Business Model

Demonstrate how your business makes money. Include:

• Revenue streams (e.g., subscription, licensing, one-time sales).
• Pricing strategy.
• Projected margins or average customer value.

Tip: Show that your model is scalable and sustainable.

6. Highlight Your Traction – VERY IMPORTANT

If you’ve made progress, now’s the time to brag. Investors love evidence that your idea works. Include:

• Metrics like revenue growth, customer acquisition, or partnerships.
• Testimonials, reviews, or case studies.
• Milestones you’ve achieved.

Tip: Use metrics and data to build credibility, but keep it concise.

7. Introduce Your Team – EXTREMELY IMPORTANT

Investors bet on people as much as ideas. Use this slide to showcase:

• Key team members, their roles, and relevant experience.
• Advisors or notable hires who add credibility.
• Why your team is uniquely qualified to execute this vision.

Tip: Keep bios short and focused on relevant achievements.

8. Outline Your Go-To-Market Strategy

Explain how you’ll reach your customers and scale. Address:

• Marketing and sales channels.
• Customer acquisition strategies.
• Any partnerships or distribution plans.

Example: “We plan to acquire 10,000 users in Year 1 through a combination of paid social ads, influencer partnerships, and direct sales to small businesses.”

9. Present Your Financial Projections

Investors expect realistic but ambitious financial forecasts. Include:

• Revenue, profit, and cash flow projections for 3–5 years.
• Key assumptions driving your numbers.
• A plan to reach profitability or significant growth milestones.

Tip: Be ready to explain how you arrived at your projections.

10. Ask for Investment

End with a clear and compelling ask. Include:

• The amount of funding you’re seeking.
• How the funds will be used (e.g., marketing, R&D, hiring).
• Expected milestones the investment will help you achieve.

Tip: Show you’ve thought through your funding needs with a breakdown of allocation.

Bonus Tips for a Polished Deck

• Keep It Concise: Aim for 10–15 slides. Stick to one main idea per slide.
• Use Visuals: High-quality images, charts, and infographics make your deck more engaging.
• Practice Your Delivery: A great deck is only effective if paired with a confident presentation.
• Tailor to Your Audience: Research your investors and tweak your deck to align with their interests and investment thesis.

Conclusion

A great pitch deck is your ticket to gaining the confidence of investors. By clearly articulating your vision, showing market opportunity, and demonstrating a strong plan, you’ll maximize your chances of securing the funding you need to grow your business.

Remember, the deck is just the beginning—the real magic happens when you bring your story to life in your presentation.