What should be in a pitch deck?
Short answer
I believe a pitch deck should clearly explain what you're doing, why the opportunity matters, who is executing the strategy, and what makes your business different. I don't think a pitch deck should be treated as your entire investor marketing strategy. It's one part of a broader set of materials that helps investors understand and evaluate your opportunity. I would prioritize clarity, credibility, and relevance over trying to impress investors with complicated slides.
Checklist
- A clear company name, brand, and positioning.
- A strong one-liner explaining the business.
- An explanation of the investment opportunity.
- The business model and its competitive differentiation.
- Information about the management team and relevant experience.
- A clear explanation of the investment structure.
- Supporting information and appropriate risk disclosures.
- A short founder video, one-pager, and organized data room to complement the deck.
From my talks
"who they are working with matters more than the potential investment returns for most investors."
In my pitch materials discussions, I described asking investors whether they would prefer receiving a short video of the founder explaining their investment approach and unique value. The investors we surveyed consistently preferred having that additional context.
I also described an experiment at investor events where attendees said they received large volumes of emails but very little educational material that wasn't trying to sell them something.
That is why I emphasize having more than just a slide presentation. Educational materials, a concise one-pager, founder communication, and an organized data room can all help investors understand the opportunity.
I want investors to understand who they're dealing with before they make a decision.
Sources Pitch Decks: 31 Investor Marketing & Pitch Assets for Raising Capital; Creating Top-Flight Marketing Materials, title referenced in webinar catalog
What to do next
- Review your deck for clarity, differentiation, and credibility.
- Create a concise one-pager that communicates the essential information.
- Organize supporting materials so interested investors can investigate the opportunity efficiently.
Related questions
- How do I write a one-liner investors remember?
- How do I find angel investors?
- How do I approach wealthy investors?
Try the Pitch deck grader. See all pitch materials questions.
