RST Software
Editorial Team
Ross Krawczyk
Reviewed by a tech expert

Pitch deck design 101: how to go from “good” to “great” and impress investors

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Imagine a startup founder, overflowing with enthusiasm, standing in front of a room full of potential investors. With a smile wide of confidence, they kick off their pitch, but their sweaty palms tell a different story. A critical mistake is on the horizon. They dive into a technical explanation of their product, and within the first two minutes, the audience's interest begins to fade. This misstep could cost them dearly. The investors' interest wanes, and the golden opportunity slips through the fingers.

Unfortunately, this scenario is all too common. However, it is not inevitable. With the proper guidance, you can avoid such a pitfall. This article will help you design an effective pitch deck that can captivate investors and propel your startup towards success.

What is a pitch deck and why you need one

A pitch deck is a brief presentation that summarizes the main features and benefits of a product, service, or business idea. Created by the co-founders of a startup company, it is typically used to persuade potential investors, customers, or partners to support or join the venture.

A pitch deck should be clear, concise, and compelling, highlighting the problem, solution, market opportunity, competitive advantage, business model, traction, team, and financial projections of the venture.

A great pitch deck can make or break your startup's chances of securing investment.

The importance of a powerful pitch deck

Moving from the concept of a pitch deck to its importance, a powerful pitch deck gets potential investors excited about your idea and engages them in a conversation about your business, hopefully leading to an investment.

A well-crafted pitch deck can give businesses and entrepreneurs a detailed but concise snapshot of their company to attract investors. To build an impressive pitch deck, you need to fully grasp every aspect of your product from every imaginable viewpoint.

Key elements of a great pitch deck

Before we delve into the key elements, we need to connect the dots between the importance of a pitch deck and what makes it great. A pitch deck is not just a collection of slides. It is a strategic narrative that tells your startup's story in an unforgettable and compelling way.

Narrative that speaks to the specific pool of investors (aka “storytelling”)

Every great pitch deck tells a story. However, you better avoid starting from “Once upon a time.” Remember the startup founder from our intro? Their mistake was not connecting with their  audience. Are your investors keen on listening to fairy tales? Most likely not.

A great pitch deck builds a narrative that resonates with the specific pool of investors. Your narrative should resonate emotionally with your audience, explaining your logic and data arguments in a way that captivates their attention but remains realistic. It might be the story of:

  • how your company came to be,
  • how you landed your first customer, or
  • your “hockey-stick” moment.

For example, Airbnb's initial pitch deck told the anecdote of how the founders, Brian Chesky and Joe Gebbia, could not afford their rent and thus created a platform to rent out their space. This simple story resonated with many and played a key role in their success.

Data visualization that makes sense

Data visualization is not just about throwing numbers on a slide. It is about presenting data in a way that makes sense to your audience. It is often the only way to make sense of the work you do. Effective data visualization can help you present complex information in a clear and understandable way, making it easier for investors to grasp your business concept and its potential.

Moz pitch deck statistic slide
Here's how NOT to do data visualization.

For instance, if you are showing growth, a simple line graph that clearly illustrates an upward trend can be more effective than a complex chart full of numbers. And a simple bar graph comparing your revenue growth with that of your competitors can instantly convey your company's competitive edge.

Market analysis (aka “show you did your homework”)

Market analysis is a detailed assessment of your business's target market and the competitive landscape within a specific industry. This analysis allows you to project the success you can expect when you introduce your brand and its products to consumers. But you do not show it all to your investors. Instead of overwhelming them with data, use visuals and key statistics to show that you understand the market. A good way to present this is by using a SWOT analysis, which provides a clear and concise overview of your strengths, weaknesses, opportunities, and threats.

Showcase your product, the problem, and the solution

This is where you get to the heart of your business. Make sure to clearly communicate what makes your product special and how it can solve a problem or meet a need for your target audience.

Business model, and why the chosen one beats other options

Your business model is the plan for how your company will generate revenue. There is no one-size-fits-all business model. For a digital company, business models might include:

  • subscription-based,
  • freemium,
  • e-commerce or
  • advertising-supported models.

Explain why the chosen model is the best fit for your business, and let your market and customers dictate how you will generate revenue.

Team. And do not just present – sell yourselves

Just as the Fellowship of the Ring in Tolkien's epic was a diverse group of individuals, each with their unique skills and roles, so is your startup team. Each member is crucial to the journey, perfectly placed to contribute their unique skills and experiences.

The team behind a startup is frequently a significant factor for investors. So, do not just introduce your team – promote them. Showcase their accomplishments, relevant experiences, and passion for the project. Demonstrate to investors why your team, much like the Fellowship, is the ideal combination to navigate the challenges and lead your business to triumph.

Financial projections

Financial projections are forecasts of your company's future financial performance. They should be based on sound assumptions and market research. These projections give investors a glimpse into your company's potential profitability and financial health.

Almanac's pitch deck.

The “ask” – crystal-clear and realistic

The “ask” is the amount of funding you are seeking from investors. It is not just a number pulled out of thin air, but a carefully calculated figure that aligns with your business's financial needs and growth plans. This figure should be precise, not a range or an approximation.

But stating the amount is not enough. You need to provide a clear, detailed breakdown of how you intend to allocate these funds. Whether it is for MVP development, marketing, hiring new talent, or expanding operations, each dollar should have a designated purpose.

It is crucial to justify why you need that specific amount. Perhaps it is the estimated cost to break into a new market. Or maybe it is the funding required to accelerate product development to outpace competitors. Whatever the reason, it should be compelling enough to convince investors that their money will be put to good use and generate a return on their investment (ROI).

Step-by-step guide to designing a successful pitch deck

The art of designing a pitch deck is a blend of understanding your business's core, planning your narrative strategically, and executing it with finesse.

Step 1 – Understand your audience

Understanding your audience is crucial to creating an effective pitch deck. Your pitch deck should be tailored to the specific needs and interests of your target audience. For instance, if your audience is a group of venture capitalists, they may be interested in your growth potential and exit strategy. On the other hand, angel investors might be more interested in your team and product.

Step 2 – Define your startup's narrative

Your startup's narrative is the story you tell about your company, its mission, and its vision. A clear and compelling narrative can help you connect with your audience and make your pitch more memorable.

If you’re not sure how to craft a good product vision statement, feel free to check our guide.

Step 3 – Gather relevant data

Gathering relevant data is an important step in creating a successful pitch deck. Use data to support your claims and demonstrate the potential of your business. For example, if you are a tech startup, you might include data on the size of your target market, the growth rate of the industry, and the performance of similar companies in your sector.

Step 4 – Design the pitch deck

Designing the pitch deck involves choosing the right tools, layout, and visual elements to effectively communicate your message. Tools like PowerPoint, Keynote, and Canva can be used to create visually appealing pitch decks. These apps offer a variety of templates and design elements that can help you convey your message in a visually appealing and easy-to-understand manner.

If you want to stand out ever more, reaching out to a design agency might be a great shout.

Step 5 – Review and refine

Reviewing and refining your pitch deck is an important step in ensuring its effectiveness. Get feedback from others and make changes as needed to improve the clarity and impact of your pitch. Remember:

  • keep your slides simple,
  • use visuals to convey complex information, and
  • ensure that your narrative flows smoothly from one slide to the next.

Step 6 – Practice the pitch

Practicing the pitch can help you deliver it with confidence and clarity. Rehearse your presentation to ensure that you can effectively communicate your message in the allotted time. You can practice in front of a mirror, record yourself and play it back, or practice in front of a small audience.

Step 7 – Predict and prepare for questions

Predicting and preparing for questions can help you respond confidently during the Q&A portion of your pitch. Anticipate common questions and have well-prepared answers ready to address them. You can use AI tools like ChatGPT to simulate a Q&A session and prepare for possible inquiries.

Common pitch deck design mistakes to avoid

Mistake 1 – Overloading your pitch deck with information

Overloading your pitch deck with too much information can overwhelm and disengage your audience. Keep your slides concise and focused on the key points, using visuals to effectively convey complex information.

Mistake 2 – Neglecting design

Neglecting design can make your pitch deck look unprofessional and less impactful. Use a consistent color palette, clear typography, and high-quality images to create a visually appealing and easy-to-understand pitch deck.

Mistake 3 – Lack of clear narrative

A lack of clear narrative can make it difficult for your audience to follow along and understand the purpose of your pitch. Develop a clear and compelling narrative that tells the story of your company, its mission, and its vision.

Mistake 4 – Ignoring the target audience

Ignoring the target audience can result in a pitch that fails to connect with or engage them. Understand the needs and interests of your target audience, and tailor your pitch accordingly.

Mistake 5 – Unrealistic financial projections

Unrealistic financial projections can undermine the credibility of your pitch. Provide realistic financial projections based on sound assumptions and market research.

Mistake 6 – Not highlighting the team and their expertise

Not highlighting the team and their expertise can make it difficult for investors to assess the potential of your business. Introduce your team members, pointing out their relevant skills, experience, and achievements.

Mistake 7 – Failing to clearly define the problem and solution

Failing to clearly define the problem you are addressing and the solution you offer can undermine the value of your business proposition. Clearly state the problem faced by your target audience, provide evidence or examples to demonstrate its significance, and explain how your solution addresses it effectively.

Mistake 8 – Not practicing the pitch

Lack of practice can result in a less confident, chaotic or ineffective delivery. Rehearse your presentation multiple times to ensure that you can deliver it smoothly within the allotted time.

3 examples of great pitch decks from successful startups

Example of a great pitch deck no 1: Airbnb

“Book rooms with locals, rather than hotels” – with this single sentence, Airbnb shakes up conventional travel norms, proposing a more personalized and authentic lodging experience. Quite an impactful way to kick off a pitch deck, don't you think?

Airbnb's original pitch deck from 2008 has become a benchmark for entrepreneurs worldwide, and for good reasons. It is a masterclass in simplicity, clarity, and strategic storytelling. The deck is concise, hitting all the high notes without overwhelming the audience with unnecessary details. It paints a vivid picture of the business, its value proposition, and its potential for growth.

The deck begins with a problem statement, outlining three clear, direct, and indisputable issues in the travel industry. This is followed by a solution slide, which succinctly describes Airbnb's unique offering in a single sentence. The deck also includes a market validation slide, leveraging data from Craigslist and CouchSurfing to demonstrate the demand for a new kind of travel experience.

One of the standout features of Airbnb's pitch deck is its simplicity. The business model is explained in one line: “We take a 10% commission on each transaction.” This straightforward approach extends to the financial slide, which sets a clear goal of reaching 80,000 transactions.

The deck also effectively showcases the product and the team behind it. It highlights the unique value proposition of Airbnb's platform and the skills and dedication of its team members. The inclusion of press and user testimonials lends credibility and provides social proof.

Example of a great pitch deck no 2:, an AI-powered platform offering powerful copywriting tools for businesses, has made a remarkable impact in the startup world. Within a year, the company established itself as one of the fastest-growing startups in recent history. This rapid growth led to a successful second round of funding, raising $11M from leading VC firms such as Sequoia, Craft, and Tiger. This followed a $2.9M seed round earlier in the year.

The pitch deck that secured this investment is a testament to the power of simplicity and brevity. It begins with a clear problem statement, followed by a concise solution slide that showcases the breadth of the software’s functionality. The traction slide focuses on a single growth metric, demonstrating the company's impressive achievement of reaching $1.2M ARR in just 7 months.

The deck also effectively communicates the market opportunity, showcasing the broad range of use cases and customer segments. It positions as the newest innovation in the process of evolution, a more convincing narrative than being an outlier striving to disrupt an age-old industry. The product slide emphasizes the ease-of-use of their platform, and the user reviews slide provides compelling social proof of their software’s superiority.

Example of a great pitch deck no 3: Front

Front, a customer communication hub, has been consistently transparent about its fundraising journey, sharing its pitch decks from each round publicly. This openness provides a unique opportunity to observe the company's evolution from its first growth funding round to its fourth round, the Series D.

In their Series D round, Front raised $65 million at a $1.7 billion valuation. The pitch deck, although shorter than previous ones, was a masterclass in clarity and precision. CEO Mathilde Collin effectively outlined the evolution of the company and its positioning in the market. She succinctly described the purpose of each round, from the seed stage where they demonstrated a good team with a large market opportunity, to the Series D stage where they understood their unique position in the market and why their mission mattered more than ever.

Front’s Series D pitch deck was a tight, 11-slide presentation that started strong with hard data proving their market dynamics. It showcased their impressive traction, capital efficiency, and strong fundamentals. The deck also highlighted the company's understanding of its market position and its ambitious vision.

Front's pitch deck also stood out for its customer use cases. It demonstrated the value proposition it offers to its customers, with clear examples of how it has helped reduce SLA breaches, decrease back-and-forth communications, and improve response times.

However, the pitch deck was not without its areas for improvement. It did not mention competitors, future plans for the raised funds, or the size of the local or global market. Despite these omissions, the deck was a compelling narrative of Front's journey and its readiness for the next stage of growth.

It is worth mentioning that Front's previous pitch decks for their Series A, B, and C rounds also provide valuable insights into the company's growth and strategy over time. These decks have been instrumental in their successful fundraising efforts, demonstrating the power of a well-crafted pitch deck.

Building successful products with RST Software

Since we have journeyed through the art of crafting a pitch deck that does not just tick boxes, but truly resonates with investors, you know that greatness is more than just data and diagrams. It is about telling a story that captivates, convinces, and compels. It is also about painting a vivid picture of your startup's potential, and making investors want to be a part of your journey.

But we understand that this can be a daunting task. That is where we come in. At RST, we are not just about MVP development and product workshops. We are about empowering startups to shine. So, if you are ready to take your pitch deck beyond the ordinary, drop us a line – we are here to help.

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