Elements of a pitch deck
Every pitch deck will be different, depending on your business and who is the intended audience. However, all pitch desks must have a few key elements to be successful. Here is what you should include in your next pitch deck.
Introduce your business
Every pitch deck must include an introduction about your business. The very first slide should tell your audience who you are and what the business does, and this is a great place to include your value proposition and any other messaging you believe is important for helping prospects learn more about your business, including:
- What your business does
- Competitor analysis and why you’re better
- Reasons to invest in your business
Pose yourself as a solution
Show a problem or gap in your industry that your company intends to solve or fulfill. Investors and potential clients must understand why your business exists. If you’re not solving your target market’s pain points, you can’t effectively demonstrate the need for your product or service. Give a brief layout of the industry landscape and where your company will be positioned within it and what will set your company apart from the competition. This may include the innovative nature of your product, the sustainable ways in which you can run your business, or your all-in-one marketing campaign that has the ability to reach niche customers.
To clearly demonstrate the problem and why you’re the solution, you can put the problem and solution on different slides to help your audience understand what your product addresses and why it exists. You must explain how your business solves specific problems and support your statements with data or visual elements to make the presentation more engaging.
Describe how you will market yourself
Marketing methods change as a business grows. By showing your marketing platforms and how they are purposefully built for a business that’s growing, you’ll show that you’re thinking ahead. Lay out your marketing plans and explain how you intend to market your product via email marketing, social media marketing, and other digital channels, noting that you are prepared to start marketing your business from day one. If possible, bring in supporting evidence using studies, reviews, or statistics. Explain your actionable marketing techniques and include your customer relationship management (CRM) plan.
Show your product in action
If you have them, show pictures of your product in action with product descriptions. This would be a good place to include any positive reviews you have too, but don’t worry if you’re not quite there yet. Consider showcasing your team and leadership—investors may want to know who is executing the mission and vision of your business.
Include your financial figures, your current investments, and your use of funds, especially if there is month-over-month growth or projections for the next 3 to 5 years. If your company has yet to start up and you don’t have that information, don’t worry about it. Either way, make sure to include your fundraising goals, shown in a range. (By creating a range, you might open up opportunities for more investors.)
Mention how to get in touch
Make sure not to leave your investor hanging and make clear what the next steps in a conversation would be. Include your contact information—your phone number, email, website, and digital or social media presence, as well as any professional references you may want to offer.