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How to Create a Pitch Deck That Stands Out

May 15, 2024 | Business Setup, Entrepreneurship

A pitch deck isn’t just a presentation; it’s the opening act to your business’s success story, setting the stage for potential investment and growth. In a world where first impressions count, knowing how to create a pitch deck that captures and holds the attention of investors is key. The art lies in constructing a straightforward, engaging narrative that not only showcases the value proposition of your business but also engages potential investors by sparking their interest.

We’ll take you through the essential steps of designing a pitch deck with a compelling story, persuasive data, and a professional aesthetic that sets your proposition apart in the competitive market. Whether you’re at the seed stage or scaling up, we’re here to help you refine your approach and craft a deck that informs and inspires.

What Are Pitch Decks?

Purpose of a Pitch Deck

A pitch deck is a essential tool for entrepreneurs, acting as a visual aid to accompany a verbal presentation aimed at engaging potential investors or clients. Its main goal is to spark enough interest to kick off a conversation. It builds on the brief elevator pitch by providing a more detailed and polished overview of the business.

The deck is a strategic presentation that succinctly outlines the business model, products, services, goals, and strategies, all designed to lead to more in-depth discussions.

Elements of an Effective Pitch Deck

An effective pitch deck is more than just a collection of slides; it’s a carefully crafted narrative that conveys the essence of a business compellingly and memorably. It should captivate visually, with a professional design that uses imagery, graphs, and minimal text to communicate key points clearly.

The design should be uncluttered, with text and visuals that are easy to read and enhance the presentation without distracting the audience. You’ve got to balance providing enough information to spark interest and keeping the content concise to hold the audience’s attention.

What Should a Pitch Deck Include?

A pitch deck should cover several essential elements to outline the business effectively. It must begin with an introduction that summarises what the business does and its unique position in the market. This includes addressing a specific problem or gap in the industry that the company aims to solve, which should be supported by data or visual elements to strengthen the argument.

The story should then progress to reveal the unique value proposition, detailing how the business plans to tackle the identified problems and why its solution is superior to the competition’s. This section should be precise, personal, and centred on the most critical pain points to forge a connection with the audience.

The marketing strategies should be outlined, explaining how the product will be promoted through various digital channels. Financial details are also key, encompassing current investments, fund usage, and projections for the next 3 to 5 years. Presenting this financial information in an easy-to-understand format, such as graphs, is beneficial for quick comprehension.

Fundraising objectives should be communicated in a range to appeal to a wider array of investors. The pitch deck should also contain contact details and any professional references that could boost credibility.

To make the pitch deck stand out, it should reflect the business’s authenticity and creativity by including design elements, videos, and images that showcase the business in action. The competitive analysis should demonstrate a thorough understanding of the industry and the company’s strategy to outperform its rivals.

Highlighting the team’s expertise and experience is also crucial, as investors need to trust in the team’s ability to execute the business plan. Finally, the pitch deck should create a sense of urgency, explaining the role investors will play and why it’s critical for them to get involved at this stage.

A pitch deck should be a brief yet comprehensive narrative that tells an engaging story, makes a clear request, and leaves room for potential investors to ask for more information. It’s a delicate mix of logic and emotion, akin to a film trailer. It provides just enough to pique interest and entice without revealing the entire plot.

Man Delivering Pitch Deck To Investors

Designing Your Pitch Deck

Choosing the Right Design Software

Selecting appropriate design software is an important initial step in crafting a pitch deck. Look for a platform that is intuitive and allows for swift modifications. Slidebean is specifically designed for pitch decks and provides a variety of templates and a design tab for quick style adjustments.

Keynote and Google Slides offer professional templates and customisation features, with the latter facilitating collaboration via its cloud-based service. Canva is known for its ease of use and extensive stock photo library. With its more limited design choices, Haiku Deck ensures a focus on substance over style.

Storydoc introduces an innovative scroll-based webpage format, offering an alternative to traditional slides and promoting interactive presentations. Visme and Pitch are also specialised for pitch decks, with Visme providing detailed analytics for subscribers.

Layout and Flow Basics

The structure of your pitch deck is imperative for its success. Aim for a maximum of 19 slides, each contributing to the overarching narrative. The sequence should guide the viewer through the various aspects of your business, from the problem and solution to market analysis, product demonstration, growth evidence, team introduction, industry context, financial outlook, and funding request.

The slide dedicated to the team is necessary as it introduces the individuals behind the venture. The market slide evaluates the potential for return on investment. Your product slide should visually demonstrate the product in use. In contrast, the traction slide should display evidence of the business’s progress.

A slide on competition provides context within the industry. Financial projections should extend at least three years into the future. The funding amount you’re seeking should be presented in a way that allows for negotiation.

Importance of Visual Consistency

Maintaining visual consistency throughout your pitch deck instils confidence in your startup’s attention to detail. Employing a uniform colour palette, typography, and design elements across all slides weaves a cohesive visual narrative that enhances the deck’s impact. This uniformity also reinforces your brand identity and aids in making the presentation memorable.

The design’s role is to facilitate the clear and effective communication of your message, ensuring that it resonates with the audience.

Using Graphics and Icons Effectively

Graphics and icons can distil complex data into digestible visuals, making your pitch more accessible and engaging. These elements should be strategically employed to underscore important points and statistics, such as growth metrics on the traction slide or market positioning on the competition slide.

Quality images and diagrams can also convey your product’s or service’s practicality, bringing the proposed solution to life for investors. However, it’s essential to avoid visual overload and ensure that each graphic element is purposeful and contributes to the central message of your pitch.

How to Build a Pitch Deck

Crafting a standout pitch deck requires a harmonious blend of compelling content and striking design. The information presented should be concise, direct, and convincing, enabling investors to grasp and act upon the value proposition quickly. Your deck must encompass all the critical slides, each succinctly conveying its intended message within the brief time investors will engage with your deck.

The design should facilitate the storytelling process, with each slide containing only the necessary elements. By integrating these components thoughtfully, you can create a pitch deck that encapsulates your business’s core and resonates deeply with potential backers.

Woman Delivering Pitch Deck To Investors

Content Creation for Your Deck

Crafting a Compelling Story

The art of storytelling is paramount when you’re creating a pitch deck. It’s not just about presenting facts and figures. It’s about weaving a narrative that captures the essence of your business and resonates with potential investors.

A well-crafted story can make the difference between securing funding and walking away empty-handed. Your narrative should take the audience on a journey. It should highlight the problem your business intends to solve, the solution you’re offering, and the team that’ll bring your vision to life.

You need to articulate the urgency of your solution and why the market has been waiting for your innovation. Doing so answers the critical questions of why the audience should care, believe, and join your venture. The story should unfold naturally across the slides, avoiding overt titles that might disrupt the flow.

Data and Metrics to Include

Relevance and stage-appropriateness are key when it comes to data and metrics. Early-stage companies might focus on market opportunity, customer growth, and engagement metrics. More established entities should examine financials, customer acquisition costs, and unit economics.

The TAM should be calculated meticulously to demonstrate the potential scale of the opportunity. Metrics such as customer retention rates and LTV provide insight into the company’s performance and future potential. It’s also crucial to present a forecast financial model that outlines expected growth and aligns with your narrative.

Visual representations of data, such as charts and graphs, can effectively convey these metrics, making them more digestible for investors.

How to Write Persuasive Text

The text within your pitch deck must be persuasive, conveying confidence and clarity. It should underscore the value proposition and the unique benefits of your product or service. When discussing the solution, focus on the problems it addresses and the advantages it offers over existing alternatives.

Your go-to-market strategy should clearly outline a path to market dominance. Persuasive writing also involves explaining how funds are used in a way that aligns with the company’s strategic goals. This reinforces the investment’s potential for significant returns.

The Role of Testimonials and Case Studies

Incorporating testimonials and case studies can significantly bolster the credibility of your pitch. They provide tangible evidence of your product’s value and the confidence that customers or industry experts have in your company. These endorsements act as social proof.

Including positive feedback from early users or highlighting successful case studies can be powerful tools for convincing investors of your company’s potential for success.

Man Delivering Pitch Deck To Investors

Pitching to Investors

Understanding Your Audience

When crafting a pitch deck, knowing the investors you’re presenting to inside out is a must. This means recognising which investors are particularly interested in your sector and your company’s stage. Aligning your pitch with each investor’s investment thesis can significantly boost your chances of success.

You should ask yourself who your investor audience is, why you’re interested in them, and why they should consider funding your business. Tailoring your pitch to answer these questions can create a more compelling case for potential investment.

Preparing for Questions

Expect that investors will have questions during your pitch, and their engagement through these questions is a positive sign of interest. Be ready for interruptions and adept at addressing questions as they arise, then smoothly return to your planned presentation.

Your pitch deck should be comprehensive enough to answer critical questions about the problem you’re solving, what sets you apart, how you’ll generate revenue, and how investors will benefit financially. It should also cover your growth strategy, proprietary aspects, traction gained, marketing plans, sales strategies, initial steps, and how you plan to use the investment.

Moreover, highlighting why your team is uniquely suited for this venture is paramount.

Tips for a Successful Presentation Style

A standout pitch deck is one that is succinct, clear, and weaves a compelling narrative. Start by engaging with your business idea early on to gauge what captures interest or causes disengagement. Addressing the market opportunity and vision is crucial, as well as explaining why your approach is unique and why your team is the right choice.

The length of the deck should be enough to elucidate the ‘how’ of your technology or product with a design that emphasises substance over style. Construct your slides with one key message each, using headers that convey these messages clearly. Iterate your pitch based on feedback from friends and venture capitalists.

Opt for slides with minimal animation to maintain a smooth flow and avoid technical distractions.

Handling Objections Gracefully

Seeing sales resistance as an opportunity rather than a setback can provide valuable insights into potential clients’ needs. By proactively addressing common concerns within your pitch, you demonstrate an understanding of your audience. When objections arise, it’s important to be prepared and handle them confidently and sincerely.

Show that you share the same goals as your client and build rapport in the lead-up to your pitch. Empathy is key; listen actively and validate the client’s concerns, showing a genuine desire to resolve them. Avoid scripted responses; instead, be present and authentic in your replies.

Modern digital tools can help in addressing objections by providing up-to-date product education. Engage the client with open-ended questions to keep the conversation going and uncover additional needs. If a client remains disinterested, focus on leaving a positive impression and laying the groundwork for future opportunities, ensuring they feel heard and understood.

Woman Presenting Sales Pitch To Investors

Refining and Revising Your Pitch Deck

Soliciting and Incorporating Feedback

Iterating your pitch deck is essential, and incorporating perspectives from diverse individuals can provide critical insights. Seeking input from a range of people, including those in your network and potential backers, can help refine your message and the overall narrative of your deck.

When gathering feedback, utilise tools that allow for precise annotations on your deck. This ensures that the advice you receive is specific and can be implemented effectively. Be mindful that refining your deck is a process that may require time, and precise feedback early on can streamline this process.

Importance of A/B Testing

Experimenting with different versions of your pitch deck through A/B testing can reveal which elements connect best with your audience. Presenting alternate versions to distinct groups allows you to collect valuable feedback on various aspects of your deck.

It’s important to have specific objectives for each test and to change only one variable at a time. This systematic approach will help you understand the impact of each change. Careful analysis of the feedback will inform you of the most effective elements to include in your final version.

When and How to Update Your Deck

Your pitch deck should evolve over time to reflect new developments and insights. It’s essential to sift through feedback to identify which changes will enhance your presentation.

Whether you’re making small tweaks or undertaking significant revisions, ensure that your updates are executed with clarity and that your visual aids effectively underscore your key points. Regularly sharing updates and achievements with potential investors can foster ongoing interest and dialogue.

Keeping Your Content Agile for Different Investors

Your pitch deck should be flexible enough to suit various investors and presentation contexts. Start with a concise teaser deck for initial meetings, and have a more comprehensive version ready for follow-up discussions.

Customise your presentation to the maturity of your venture and your audience’s interests. Your deck should mature accordingly as conversations progress, offering more specifics to substantiate the investment opportunity.

Maintaining flexibility in your content ensures that your pitch deck remains effective and engaging for every investor interaction.

Present Your Pitch

Creating a standout pitch deck is both an art and a science, blending compelling narrative with clarity of design. It’s your chance to make a memorable impression and pave the way for meaningful conversations with potential investors. Every slide, chart, and word should add up to a narrative that not only showcases what your business stands for but also demonstrates the promise it holds.

Remember, while your pitch deck is your opening gambit, the dialogue that follows will truly shape your path forward.

Craft your story with precision, present it with passion, and let your deck be the key that unlocks the door to your venture’s future. Bonne chance!


How Long Should a Pitch Deck Be?

A pitch deck should be concise, typically between 10 to 15 slides. This length allows you to cover all critical aspects of your business without overwhelming your audience. Each slide should be focused and visually engaging, ensuring that key points are communicated effectively and efficiently. Remember, the goal is to spark interest and invite further discussion, not to detail every aspect of your business exhaustively.

What Makes a Strong Pitch Deck?

A strong pitch deck effectively captures the essence of your business and persuades investors to consider funding your venture. Key elements include:

Clear and Compelling Narrative: Tell a story that highlights the problem, your solution, and the market opportunity.

Strong Visuals: Use high-quality graphics, charts, and images to enhance understanding and retention.

Key Metrics and Data: Provide essential metrics such as market size, growth potential, and financial projections.

Unique Value Proposition: Clearly articulate what sets your business apart from competitors.

Engaging Design: Ensure visual consistency and professionalism throughout the deck.

Team Information: Showcase your team’s experience and expertise.

Customer Testimonials and Case Studies: Include real-world validation of your product or service.

Concise Content: Avoid clutter and keep the text concise to maintain audience attention.

A well-crafted pitch deck not only presents your business idea but also conveys your vision and passion, making it easier for investors to see the potential in your venture.

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