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CREATING A GREAT PITCH DECK: SHOWCASING YOUR STARTUP STORY THROUGH COMPELLING VISUALS

by Admin on
The Startup Journey

Welcome back to our series on crafting a successful pitch! In this three-part series, we’ve been guiding you through the essential elements of a great pitch:

  1. The Startup Story — How to conceptually frame the “why” for investors.
  2. The Pitch Deck — How to showcase the key points of that story in compelling visuals.
  3. Your Presentation — How to present your story, and yourself, as a winning investment.

In our last post, we discussed the importance of story. Today, we’ll dive into the pitch deck itself: how to effectively showcase the key points of your story through powerful visuals. Next, we’ll walk you through the presentation.

A great pitch deck tells your story at a glance and complements what you’re saying out loud with images and key takeaways. The slides communicate the information investors expect to see. The design is attractive, easy to read, and engaging.

Pitch Deck Slides

How many slides should you have? There’s no definitive answer. However, ten slides typically provide enough room to communicate the most important information. You might need more or fewer slides, but ensure you have enough time to present each slide during your pitch. A well-edited pitch doesn’t overwhelm with information or rush through slides.

Essential Slides to Include:

  1. Title: The name of your business.
  2. Setup: Paint a picture of the industry or situation your startup is addressing.
  3. Problem: From your customer’s perspective, what is the pain point? What’s missing?
  4. Solution: Your startup’s product or service that addresses that pain point.
  5. Team: Who is on your startup team, and why are they credible?
  6. Market: Investors want to know your Total Addressable Market (TAM) and Serviceable Available Market (SAM).
  7. Competition: What are the customer’s alternatives to your solution, and how do they compare?
  8. Revenue: How will you make money? What is the business model?
  9. Customer Acquisition: How will you acquire your first customer (or how did you already acquire them)?
  10. Key Next Steps: What are three big things you’re focusing on to grow your startup?

For inspiration, check out the pitch deck database from Angelmatch, showcasing 700+ decks from successful startups.

Telling a Story in Slides

As you create these slides, keep your startup story in mind and build rising and falling action like a narrative. Here’s how to structure your story:

  • Slides 2-3: Set up the problem as significant and meaningful, providing context and building tension.
  • Slides 4-5: Act as the “Big Bang” that brings relief, showing your solution and highlighting your team’s capabilities.
  • Slides 6-8: Demonstrate the scale of the opportunity for investment returns.
  • Slides 9-10: Show how you’ll make traction and the momentum building, convincing investors of your progress and potential.

Dos and Don’ts

Dos:

  • Simplify Technical Jargon: Translate complex terms into ideas a general audience can understand.
  • Use Analogies: Help investors grasp your solution through relatable comparisons.
  • Highlight Your Team: Include co-founders, mentors, advisors, and key roles, showing the strength and expertise behind your startup.
  • Show Market Understanding: Clearly define your market and competition, demonstrating thorough research and realistic expectations.

Don’ts:

  • Avoid Overly Technical Language: Investors may not have expertise in your field.
  • Don’t Claim No Competition: There’s always competition, even if it’s the customer’s DIY solution.
  • Don’t Generalize Your Market: Avoid saying your market is “everyone.”
  • Don’t Skip Customer Acquisition Plans: Even great products need a clear strategy to reach customers.

Pitch Deck Design

The design of your pitch deck is crucial. Your choices of images, fonts, colors, and layout should be polished, clean, and engaging. If possible, hire a designer or seek feedback from friends.

Key Design Tips:

  • Less is More: Focus on making each slide communicate one or two points perfectly.
  • Use Images and Graphics: Visuals should communicate at a glance, turning data into easy-to-digest images.
  • Simple and Readable Fonts: Use short words in simple fonts at an easy-to-read size.
  • Limit Your Color Palette: Stick to a few colors plus neutrals, ensuring enough contrast for readability.
  • Avoid Blurry Images: Ensure all visuals are high-quality and clear.

For design inspiration, check out YCombinator’s design advice and Canva’s pitch deck templates and examples.

Closing Thoughts

Don’t create a “read along” pitch deck. Your pitch should engage the audience, not make them read slides while you speak. Practice your presentation extensively — in front of friends, family, a mirror, and even record yourself for feedback.

Stay tuned for our next post, where we’ll dive into how to present your pitch and yourself as a winning investment. Happy pitching!

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