Thousands of pitch decks of hopeful founders end up in the mailboxes of investors every year. And especially in the first rounds of financing, recipients often see chaotic decks. Good presentations are not rocket science! They should cast potential investors directly under their spell and not attract attention by unnecessary mistakes. For startups, therefore, the business model must be thought through, the first market successes visible and the future forecasts realistic. But the content alone does not make a good deck.
“The content depends on what you show and what you omit. Each slide should convey at most one idea. Founders tend to put everything into the Pitch Deck they can and forget that much of the content is better communicated orally, “explains Dr. Ashkan Kalantary, Director of PwC NextLevel.
Each investor meeting is unique and for each investor the presentation needs to be customized. Therefore there is no universal solution for the perfect pitch deck. But one thing is certain: in addition to the well-prepared content, structure and structure are crucial: fonts must be used consistently, the colors should suit the company, and visual supports in the form of infographics and diagrams should not be neglected. Founders should not only transport their passion with the deck, but also tell a story. Which journey have the founders already experienced up to today’s (mostly decisive) pitch? These 12 slides are essential for a good pitch and can open important doors to customers and partners.
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The magical 12 slides that should not be missing in any pitch deck
- The title page
The first impression counts – even in the deck! On the visual level, the cover slide should make it clear at a glance what the business stands for. In terms of content, investors here expect the most important key facts, such as the company name, the logo and the advertising slogan. Also, website URL, social media presence, and your contact details should not be missing to get the attention of the potential investor. The date, in turn, is a potential source of error as it quickly becomes obsolete. Therefore better leave out!
- The mission
What the company stands for, founders bring at best on the second slide to the point. The idea of a 10-second elevator pitch or a 280-character tweet helps. Business jargon and lengthy explanations have no place in the presentation. Your own vision should always be packed in words that are easy to understand even for people outside the industry.
- The problem
What can your customers not do without you? The problem that is solved by the startup should be presented as vividly and comprehensibly as possible in order to convince the investors of the product benefit. You can represent the core problem, for example, with a model customer, showcase or case study.
- The solution
Based on this: How is this problem solved? “Ideally, founders here present a picture of the future in which Pain Point no longer exists thanks to its own solution. Instead of working in detail, the pitchers should focus on the specific benefits and clearly highlight how the company will change the current status quo, “explains Dr. Kalantary.
- The product
On the next slide, the product or technology should be presented. Founders should also have a product demo in the hindquarters if the investor asks during the presentation. If you want to play it safe, you can also insert a video of the product to avoid a demo not working. The product should be close to the previous slide to show how the solution and the product are related.
- The market
Emphasize the size of your target market! In order to clarify why the investment pays off, founders should point out the entire market as well as the specific target market and its development over the next 5 years. Market forecasts can be rated both bottom-up and top-down. Often, success in an industry is also associated with the right timing. That’s why it’s important to clarify why exactly now is the time to invest in new solutions. If the target market has a value higher than 500 million euros, potential investors see a greater chance of corresponding returns.
- The team
Investors invest, especially at the beginning of your journey, not only in the business model, but primarily in the team. Founders who supplement their own expertise with other strong characters with outstanding skills have the advantage here. After all, investors want to feel that they are investing in the next unicorn. Therefore, the most important employees in the pitch deck must not be missing. For investors especially the respective (technical) background is interesting, because only in this way can be understood from an investor’s point of view, why exactly this startup should establish itself successfully on the market. In addition, key positions should be identified that still need to be filled.
- The competition
Every company has competition and that is not a weakness! On the contrary, competition shows that a market exists with the demand for this product. Therefore, the most important competitors should be named briefly in the pitch, including their strengths and weaknesses. Based on this compact competition analysis founders should also work out where their own competitive advantages and thus the “right to win” lies. Patents or Intellectual Property Rights should also be mentioned here because they are critical to market success.
- The milestones
Which significant milestones have been reached? Are there already known customers or partners whose logo or testimonial you could name in the Pitch Deck (with their permission)? Press coverage and awards can also be mentioned here. But beware: founders should not let themselves be exaggerated to exaggerations, which in the end only mean trouble. Honesty is the best!
- The marketing plan
The next step is to show how the company wants to reach potential customers and which marketing channels play a central role. Here it is important to clarify the financial outlay behind the planned marketing activities – and thus to make the desired investment transparent.
- The business model
The business model and the finances must not be neglected in the pitch deck: How does the company make money? How is the product priced? And how should customers be won? Anyone who has been active on the market for more than 24 months should point out the financial key facts in detail on an extra slide, because they are of particular interest to investors.
- Capital raising
The last slide should always be matched to the investor. What can not be missing under any circumstances, is the previous funding history, how much money is sought and what this should be used. Ends should be founders with a clear call to action, which ideally motivates the investor to provide the startup with the necessary capital.
Expert tip
Founders should first show their pitch deck to friends and family, preferably those who have no industry expertise. That’s how they made sure the deck was easy to understand. “Exercise is crucial to success. Only step in front of investors when you are satisfied with your deck and feel comfortable presenting it. Forgive no chances! ” Kalantary as a final tip.
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Also published on Medium.