“The pitch deck is not main course, it is the side dish” – Sanjay Nath
A pitch deck is a key tool for securing investor interest and getting that all-important follow-up meeting. It typically includes 10-20 slides that provide a snapshot of your business, covering essential topics like the problem, solution, market opportunity, team, and financials. While it may seem simple to throw together a few slides, creating a pitch deck for investors is an art. It needs to be clear, brief, and persuasive. A well-structured pitch deck highlights the market opportunity, showcases growth, and demonstrates your expertise. It should inspire confidence by presenting realistic financial data and outlining the use of funds.
The ultimate goal is not to secure funding immediately but to get financiers, such as Venture Capitalists (VCs), interested enough to request a second meeting. Since investors spend only 2-5 minutes reviewing a deck, it must capture attention quickly and tell a story that resonates. Having different versions—a streamlined one for live presentations and a detailed one for follow-ups—can be helpful. In today’s digital world, pitch deck outlines also need to be tailored to virtual audiences and reflect industry trends. By demonstrating passion, addressing key financier concerns, and presenting a clear growth strategy, a successful pitch deck can open doors and bring your startup closer to success.
In this blog, we will explore how to make a pitch deck, what to include in a pitch deck, and more. Let’s dive in!
Entrepreneur Pitch Deck Structure: Key Takeaways
- Structure and Clarity Matter: A winning pitch deck includes 10-20 slides that tell a clear and compelling story. Cover essential sections like the problem, solution, growth, market size, and financials to capture investor interest.
- Highlight Achievements Early: Use a Traction Teaser slide to showcase key achievements and build credibility. Demonstrating momentum early encourages financiers to stay engaged and see the potential in your business.
- Tailor for Impact: Create different versions of your deck—one for live presentations and another with detailed information for follow-ups. Adapt the content to resonate with virtual audiences and industry trends.
- The Ask is Crucial: Be clear about how much funding you need, how it will be used, and the goals you aim to achieve. A well-defined ask reinforces investor confidence and sets the stage for future discussions.
How to Create a Pitch Deck Template Structure
The Cover
This slide is the first thing financiers see, so it should clearly communicate what your company does in 5-7 words. This tagline should be simple, self-explanatory, and easy to read without effort. Avoid using broad or overly promotional statements. Instead, focus on a concise description of your core offering or business function. Think of it as setting the tone for what’s to come, giving investors a quick sense of your niche or industry.
If you are pitching in person, including contact details isn’t necessary since financiers won’t note them right away. However, if you’re sending the deck by email, they will already have your information. For a strong start, consider using a brief positioning statement that highlights how you solve a specific problem for your target audience.
To make the cover slide complete, include:
- Name of the company
- Website link
- CEO’s name
- CEO’s direct email address
- CEO’s phone number
- A simple, relevant image that reinforces the idea without distraction
This clean and clear introduction ensures that investors immediately understand your business and are ready to dive deeper.
Traction Teaser
The Traction Teaser slide is a powerful way to hook your audience early by showcasing your company’s key achievements. Since financiers may not know much about your business at the start, this slide should highlight impressive accomplishments that are easy to understand without context.
This slide serves as a confidence booster for investors, showing them that your company is already making early-stage progress. It could include parameters such as revenue growth, customer acquisition numbers, partnerships, or any noteworthy success that proves growth.
Placing the Traction Teaser slide right after your one-liner helps grab attention and smoothly transitions into discussing the problem your company solves. By sharing these highlights upfront, you build credibility and encourage financiers to stay engaged throughout your pitch.
The Problem
The Problem slide sets the stage for your pitch by introducing the pain point your product or service aims to solve. It should be specific, relatable, and focused on the biggest pain your target customers experience. A well-crafted problem statement creates emotional tension and urgency, making investors eager to see your solution.
Start by describing the problem in one sentence (10 words or less), followed by a brief sub-description highlighting the core issues. Use real-life stories or data to show how this problem affects your target market and why current solutions fall short. Framing the problem from the customer’s perspective helps financiers understand its significance.
Be clear about the consequences of leaving the problem unresolved. This builds empathy and demonstrates why your solution is necessary. Avoid vague or overly broad statements that could weaken your narrative. A well-defined problem naturally leads into your solution slide, creating a seamless transition for your audience.
The Solution
The Solution slide directly follows the Problem slide, presenting your product or service as the answer to the pain points you just outlined. This is where you highlight how your offering breaks the status quo and improves your customer’s experience.
Keep the slide brief and focused. Avoid diving into technical details or listing features. Instead, present a clear and impactful statement that answers: “What if we did things differently?” Frame your value proposition by emphasizing the core benefits, such as saving time, reducing costs, or enhancing efficiency.
Describe your solution in one sentence (10 words max) and support it with up to three bullet points outlining its major benefits. Show how your solution is faster, cheaper, or easier to use than existing alternatives. If possible, quantify your impact with relevant data to showcase the real-world value.
If your solution has a unique selling point (USP) or intellectual property that makes it hard for competitors to replicate, highlight it briefly. This strengthens your “competitive moat” and makes your solution more attractive to investors. Stay positive but realistic—let the strength of your solution speak for itself.
The Product
The product slide is where you show how your solution works and what makes it stand out. Instead of listing features, focus on the benefits your product delivers to the user. Make the product more tangible by using screenshots, diagrams, or videos to illustrate how it works in three simple steps. If possible, include a brief demo or leave a blank slide to present it in person.
Highlight your product’s unique features and explain how it addresses the core problem you outlined earlier. If your product has a technological edge or patents, mention them briefly to showcase your “competitive moat” — the sustainable advantage that makes your solution hard to replicate.
Avoid technical jargon and keep your explanation simple and clear. Be enthusiastic but stay grounded, as excessive excitement can raise doubts among financiers.
If you can, show the product instead of just describing it. A quick demo or a well-made video can be more impactful than slides. Finally, test your product description with someone outside your team to ensure it’s easy to understand.
Traction
The Traction slide shows how well your startup is performing and convinces investors that your business is growing. It highlights key metrics like revenue, user growth, partnerships, or market engagement. Growth doesn’t mean profitability — it’s about demonstrating momentum. Show what stage your company is at, what you’ve accomplished so far, and where you’re headed.
Focus on the most relevant parameters. For enterprise businesses, highlight contract values, sales cycles, and customer adoption. For consumer companies, emphasize user acquisition, engagement, and retention. If your business is tech-based, include data on patents, partnerships, or key achievements.
Show trends over time, not just a snapshot. Use graphs to illustrate growth over 4-6 months to demonstrate sustained momentum. Avoid information overload by focusing on “hero facts” that stick with financiers. Be clear and concise when presenting numbers. Ambiguity or confusing calculations can weaken your pitch.
Ultimately, the goal is to tell a powerful story through numbers. Whether it’s growing revenue, increasing user engagement, or gaining market share, your slide should affirm that your startup is on the right path and poised for further success.
The Market
The market slide helps financiers understand the scale of opportunity your product addresses. It defines the potential size of your market and outlines customer segments. Start by identifying the Total Addressable Market (TAM)—everyone who could potentially use your product. Next, narrow it down to the Serviceable Addressable Market (SAM)—the segment of TAM likely to use a product like yours. Finally, define the Serviceable Obtainable Market (SOM)—the realistic share of the market you can capture in 3-5 years.
Use both top-down and bottom-up analyses to strengthen your credibility. A top-down approach looks at the overall market size and estimates your share, while a bottom-up approach starts with your existing customer data and scales upward. Highlight the traits of your target customers, whether by demographics for B2C or factors like company size for B2B.
Be honest with your financials, and avoid inflating numbers. Show an understanding of your competition and demonstrate how your solution provides a unique advantage. Use credible sources and include future scalability plans. Investors want to see that you’ve thought deeply about the opportunity and have a realistic strategy for growth.
The Business Model
The business model slide explains how your company makes money. Investors want to know your primary revenue streams, whether it’s through subscriptions, product sales, or a service. If it’s a subscription, mention the price and whether there’s a trial period. If it’s a product or service, highlight the average order size and the expected margin, such as 30% or 60%. Keep it simple and avoid overwhelming financiers with too many details. Focus on 2-3 key revenue sources to maintain clarity.
If you’re pre-revenue or still testing pricing strategies, share a realistic estimate of gross revenue, margins, and profits. You should also be ready to explain your pricing strategy and show that the market is willing to pay. Highlight recurring revenue models, like subscriptions, which financiers prefer over one-time sales. For companies relying on ad revenue, note that this is an exception, not the rule.
While detailed financials and marketing plans can be discussed in follow-up meetings, this slide should be clear, brief, and focused on demonstrating that you’ve thought through how your company will generate sustainable revenue.
The Go-to-Market Strategy
The Go-to-Market (GTM) Strategy slide shows how your startup plans to acquire customers and grow the business. This slide is critical because it gives financiers a clear view of your approach to entering the market and expanding your reach.
A strong GTM slide focuses on 2-3 marketing and sales channels that are already showing promise or have the potential to generate quick results. Avoid spreading your efforts too thin by trying too many channels at once. Highlight the specific channels that best suit your target market and explain how these will drive growth.
Show how you plan to reach your target market and what your sales process will look like. This includes discussing the platforms, methods, and partnerships you will use to engage with potential clients. Mention any partnerships that could help you gain customers in your target market.
Investors want to see a roadmap that covers the next 18-24 months, leading to the next fundable milestone. Explain what you have done so far, what is working, and what you plan to do next to ensure sustained growth. A well-defined GTM strategy demonstrates that you have a realistic and focused approach to scaling your business.
The Competition
The Competition slide is an important part of your pitch deck. It shows financiers that you understand the competitive landscape and have a clear plan to stand out. Many founders make the mistake of claiming they have no competitors. This raises a red flag for investors, signaling a lack of research or awareness. Even if your product is pioneering new technology, your competition might be traditional alternatives.
Use this slide to highlight 3-4 direct and indirect competitors. A simple grid or comparison table works best to show how your solution is different. Identify key features, pricing, or unique selling points that make your offering better. Being clear about these differences helps financiers understand why customers would switch to your product.
Your solution must be compelling enough that customers prefer it over existing options. Highlight the factors that make your product 10x better than the competition. Demonstrating a strong competitive moat—whether through technology, partnerships, or unique features—shows that your business is defensible and has long-term potential.
Consider adding a “risk” slide that openly discusses challenges. This shows that you are realistic and serious about addressing potential hurdles. Acknowledging risks while presenting a solid plan to overcome them builds investor confidence.
By clearly showing how you compare to competitors and addressing challenges, you assure financiers that you are prepared to capture and retain market share.
The Team
The Team slide highlights the people who will execute the company’s vision. Investors care deeply about the team’s ability to bring the business to life. This slide should showcase the founders’ experience, skills, and commitment, as well as the technical, business, and managerial expertise of the core team. It’s essential to convey why this team is uniquely qualified to succeed.
If the team has relevant experience, such as successful startup exits or industry expertise, place this slide early in the deck to capture financier confidence. Highlight key achievements, certifications, and impressive credentials that build credibility. Don’t overlook diversity, as varied perspectives strengthen decision-making and problem-solving.
Include key advisors, especially if they bring domain expertise or strong industry connections. Advisors not only enhance credibility but also offer valuable guidance and networking. For newer founders, demonstrating a deep understanding of the industry and assembling a well-rounded team can mitigate concerns about execution.
This slide should address potential investor doubts by illustrating that the team has the right mix of skills, experience, and dedication to scale the business successfully. Remember, financiers invest in people as much as they invest in ideas.
Financial Projections
The Financial Projections slide gives financiers a clear view of your company’s future financial health. It should include 3-5 years of projections for revenue, costs, expenses, and profitability. If your business is already operating, include financial data from the last year. A simple table with SG&A, COGS, CAPEX, and profit margins, along with key percentages, is often effective.
Investors are less concerned about hitting exact revenue targets and more interested in understanding your underlying business assumptions. These assumptions should be realistic, backed by market analysis, and clearly explained. Demonstrating why your chosen inputs are credible can build financier confidence.
To strengthen your projections, include financial and operational KPIs, such as the number of clients, goods sold, and team growth. Highlighting milestones like customer acquisitions, product prototypes, or operational capacity can also reinforce confidence.
The goal is not just to present numbers but to showcase a roadmap for growth. Be prepared to justify your financials and explain how you plan to achieve them, whether by entering new markets, adding features, or expanding the team. A well-prepared Financial Projections slide can convince investors that your startup is worth their time and money.
The Ask
The ask is a critical part of your pitch deck, where you clearly state how much funding you are seeking and explain how you plan to use it. Be direct about the amount and ensure the rationale is tied to measurable achievements. Instead of just stating how many months the funds will last, focus on the specific metrics or objectives you aim to achieve—such as reaching a revenue milestone, hitting a break-even point, or launching a new product.
Outline how the funds will be allocated. A pie chart can be an impactful way to visually show distribution across areas like hiring, marketing, R&D, and operations. If you’re comfortable, you may also include details about valuation guidance and the equity you’re offering.
This section should also highlight the potential return for financiers. Consider briefly mentioning possible exit strategies, such as acquisitions or public offerings. Since the ask is the culmination of your entire presentation, it should leave investors with a clear understanding of how their investment will fuel growth and enhance the value of your business.
Vision
The Vision slide paints a picture of your startup’s future and answers the question: “What will this company look like in 10 years if everything goes as planned?” It highlights your long-term goals and defines what success looks like. This slide allows financiers to connect with your aspirations and align with your company’s values.
Now is the time to dream big. Show how your company can become a $10 billion enterprise. Investors have seen your solid business foundation throughout the earlier slides, so they are more likely to trust your vision. Use this slide to share ambitious yet realistic scenarios that highlight your growth potential. A strong vision can inspire financiers and build excitement for the journey ahead.
The Appendix
The Appendix is an optional but useful section of your pitch deck. It includes additional information that supports your presentation and helps answer investor questions during the Q&A. Common items to include are positive press coverage, customer testimonials, detailed financial data, technological insights, and a more in-depth breakdown of how you plan to use the funds.
Think of the Appendix as your backup plan. It provides visual aids that can clarify complex topics and address potential financier concerns. As you practice your pitch and receive feedback, your Appendix will likely grow to include answers to frequently asked questions. This extra content can demonstrate your preparedness and build confidence in your business. While not every financier will request this information, having it ready shows that you are serious and well-prepared.
Wrap-up: Investor Pitch Slide Deck Structure
A well-structured pitch deck is key to capturing financier interest and securing follow-up meetings. It should include 10-20 slides that clearly outline the problem, solution, market opportunity, financials, and growth strategy. Each slide plays a role in building a compelling narrative, from introducing your business on the cover to explaining how the funds will be used in the ask. Highlighting key achievements early and showcasing realistic financial data can inspire confidence in your venture. It’s also important to present a solid go-to-market strategy and address competition to demonstrate a deep understanding of your market. Since investors spend only a few minutes reviewing a deck, keeping it concise, visually appealing, and easy to follow is essential. A strong pitch deck tells a story that resonates, showing both the opportunity and the team’s ability to execute, ultimately paving the way for investment success.
Fundraising Pitch Deck Structure: FAQs
1. What’s a pitch deck?
A pitch deck is a 10-20 slide slideshow that gives financiers a snapshot of your business. It highlights the problem, solution, market opportunity, team, financials, and growth strategy.
2. What is the purpose of a pitch deck?
The goal of a pitch deck is to capture financier interest and secure a follow-up meeting. It presents key business insights, demonstrates growth, and outlines how the funds will be used.
3. How long should a pitch deck be?
A pitch deck should be brief, capturing attention within 2-5 minutes. It should focus on essential information while avoiding unnecessary details.
4. How many slides does a pitch deck have?
A standard presentation usually contains 10-20 slides, covering critical pitch deck components like the problem, solution, financials, and team to give investors a complete picture.
Craft Winning Startup Pitch Decks with Prezentium’s Expertise
A well-structured pitch deck is crucial for capturing financier interest and securing follow-up meetings. It should tell a compelling story that highlights the problem, solution, market opportunity, and financials. Since investors spend only a few minutes reviewing a deck, it needs to be clear, visually appealing, and easy to follow. Prezentium can help you create winning pitch decks that check all these boxes. Our Overnight Presentations service transforms your content into investor-ready decks before the next business day. Our Accelerators team works with you to refine ideas and create stunning new designs. Additionally, Zenith Learning provides expert-led training in structured problem-solving and visual storytelling to sharpen your pitching skills. Let Prezentium help you craft decks that inspire confidence and drive success. Partner with us to take your pitch to the next level.