Creating a pitch deck can be a daunting task for any startup founder. It’s your opportunity to impress potential investors and show them why your business deserves their attention and funding. But what makes a pitch deck stand out, and what should you include to make it effective?
In this guide, we’ll break down:
- What investors look for in a pitch deck
- Key slides to include in an investor pitch deck
- Common Pitch deck mistakes to avoid
- The best practices for a winning pitch deck
Understanding The Purpose of a Pitch Deck
Before you start designing your deck, it’s crucial to understand what investors actually want to see.
Investors are not just funding ideas—they’re funding businesses with clear growth potential. A great pitch deck should:
- Tell a clear, engaging story
- Highlight market demand and growth potential
- Demonstrate a scalable business model
- Prove your team has the ability to execute
- Show a solid financial and investment plan
Common Mistakes to Avoid
Many founders lose investor interest by making these mistakes:
- Too much text – Keep it visual and concise
- Unclear problem/solution fit – Clearly define why your startup exists
- No financial projections – Investors need to see potential returns
- Overpromising or unrealistic claims – Stick to data-backed insights
A strong startup investment pitch deck should be 10-15 slides max. Investors don’t have time for long presentations, so keep it brief, straight to the point, and visually appealing.
What Do Investors Look Out For In a Pitch Deck? (Key slides to include)
1. THE INTRODUCTION – TELL YOUR STORY AND SHOW YOUR COVER SLIDE
Start your pitch by introducing yourself and the story behind your startup. Investors want to know the person behind the idea, what inspired you, what problem you’re trying to solve, and why you’re the right person to do it. Keep it short, honest, and engaging.
As you tell your story, you also need to display your cover slide, this is your first impression, so make it count. Be sure to include these key details :
- Your company name and logo
- A clear tagline that sums up what you do.
- A clean, professional design that builds trust at first glance.
- Avoid clutter, remember simplicity is key here.
2. MARKET PROBLEM AND YOUR SOLUTION
Your startup must be solving a real, painful problem. Clearly define the problem your target customers face and make it relatable, helping investors feel the urgency of the issue. It is best to use data or real-world examples to back up your claims and demonstrate why this problem needs solving right now.
Now that investors understand the problem, it’s time to show them exactly how your product or service solves it. This is the part of your pitch where you really stand out. Describe what you’re offering in simple, clear language. Focus on the key features that make your solution different and more effective than anything else out there. What makes it special? Why should people choose it over competitors?
If you have any patents, intellectual property, or exclusive technology, this is the moment to mention them. And don’t just talk, show. Use visuals like product demos, mockups, or client ratings or reviews to help bring your solution to life.
3. MARKET OPPORTUNITY – HOW BIG IS THE POTENTIAL?
Investors want to see that your business has enough demand to grow. Start by showing how many people or businesses need your solution. Then, narrow it down to how many you can realistically serve in the next few years.
If your business is already making sales, highlight your current customers and growth. Keep it clear: your market should be big, specific, and reachable.
4. YOUR SOURCE OF REVENUE
Investors need to understand how your startup will generate revenue. A business without a clear revenue model is a red flag. Clearly explain your revenue streams, whether it’s a subscription-based model, pay-per-use, or another approach. Be transparent about how you plan to monetize your product and show the sustainability of this model in the long run.
Also, outline your pricing strategy this involves how much customers will pay, and what makes this pricing appealing to your target market? If relevant, mention key partnerships that support your revenue model and contribute to your financial growth.
This part of your pitch deck is critical because investors want to see how your business will deliver returns over time.
6. TRACTION & VALIDATION – PROVING YOUR IDEA WORKS
At this stage, you need to prove that your business isn’t just an idea but a viable product with proven demand. If you’ve already launched, highlight your traction such as sales, user growth, partnerships, or any other key milestones that demonstrate momentum. For early-stage startups, market research, customer testimonials, or proof of concept can help show that there’s demand for your solution.
Investors are looking for progress and traction is their way of seeing that your startup is gaining market validation. You need to be able to :
- Present key achievements: Highlight revenue growth, customer acquisition, and strategic partnerships.
- Share real metrics: Investors want concrete numbers to back up your claims.
- Outline your roadmap: Show upcoming milestones to demonstrate a clear path forward.
7. COMPETITION – KNOWING YOUR COMPETITORS
In a competitive market, it’s not enough to have a great idea, you also need to prove that your solution is better, faster, or more cost-effective than existing options. Investors will want to see how your startup compares to others in the industry, so it’s important to demonstrate that you understand the competitive landscape.
Don’t shy away from discussing your competitors; instead, use it as an opportunity to highlight the following:
- Identify your key competitors and clearly outline your competitive advantage.
- What makes you different? Is it your unique approach, your technology, or perhaps your pricing model?
- Address any barriers to entry that protect your startup from copycats, whether it’s a patent, strong brand, or exclusive partnerships. This helps investors see why your startup has the potential to succeed in a crowded market.
8. GO-TO-MARKET STRATEGY – HOW YOU’LL GROW YOUR BUSINESS
After you’ve covered your product, market, and competition, the next big question is: how will you actually get and retain more customers? Providing a clear plan for attracting and retaining customers instills confidence in investors regarding the growth potential of your business. Think about your marketing and sales strategy, what methods will you use to get your product out there and make it stand out? Will you be using social media, content marketing, partnerships, or traditional sales? You need to show how you’ll reach your audience.
Another important thing is your customer acquisition costs (CAC). This shows you understand your financials and how much it’ll take to bring in each new customer. Whether you’re selling directly, through online platforms, or forming partnerships, it’s important to show how you’ll get your product to customers and ensure they stay loyal. A clear plan for both attracting and retaining customers will give investors confidence that your business can grow and thrive.
9. FINANCIALS – YOUR REVENUE, EXPENSES, AND FORECASTS
Investors seek a thorough understanding of your business’s financial aspects, including revenue, expenses, and realistic future projections to prove financial viability and profit generation capability. Providing realistic projections helps you get prepared to explain your assumptions. The goal here is to demonstrate that your business is financially viable and capable of generating profit.
10. THE ASK – WHAT YOU NEED AND WHY
Conclude the pitch deck with a detailed ask, specifying the funding amount needed, its purpose, terms of investment, and how it will facilitate business growth and goal achievement. Include the terms of the investment, such as equity and valuation, and provide any other details that investors need to know to make their decision.
Best Practices For a Winning Pitch Deck
- Keep it short & visually appealing – Less text, more visuals
- Tell a story – Engage investors with a clear narrative
- Consistency is key – Fonts, colors, and messaging should be uniform
Conclusion
Creating a pitch deck is your chance to present your business in the best possible light. It should be clear, concise, and compelling. While every pitch deck is unique to the business it represents, the core elements outlined here will help you structure your story in a way that resonates with investors.
Need help refining your pitch deck? At Halisi Consults, we help startups with our investor readiness services which include developing compelling business strategies, business plans, investor-ready pitch decks, and fundraising advisory. Click here to book a consultation today to get started.