How To Create A Perfect Pitch Deck — Insights From An Investor

Here are the 11 slides that entrepreneurs should have in their investor pitch deck:

Opening Slide

Slide 1 — Team & Advisors

Investors look for:

  • Does the founding team have ‘shared values and complementary skills’?
  • How long have the founders known each other? Have they worked together?
  • Is this the right set of a team for this particular business?
  • The team has the right mix of corporate and entrepreneurial experience?
  • Can the founder hire the right kind of talent required for this business?

Slide 2 — Defining the problem statement

Investors look for:

  • Is the company solving a big enough problem/need for the customer? Is it a real problem? Is it an interesting problem?
  • Is this a problem faced by at least 1% of the country’s population?
  • Are people willing to pay you for solving this problem?
  • Are people consciously aware of this problem or do you need to create awareness?

Slide 3 — What is your solution to the problem?

Investors look for:

  • Is your solution solving the problem completely or just partially?
  • What is the core value proposition of the solution?
  • Is it saving money for the customer? Or is it saving time for the customer? Or is it providing convenience?
  • Is it a ‘good to have’ solution or a ‘must have’ solution for the customer?

Slide 4 — How does it work?

Investors look for:

  • Does it create any entry barriers in the business?
  • Dependencies in serving the customer? Is it seamless?
  • Is it a simple process? Or does it involve a change in customer behavior?
  • Who has the ‘bargaining power’ in the entire value chain?

Slide 5 — Addressable Market

Investors look for:

  • Is the addressable market expected to expand or shrink in the future?
  • What are the key value drivers of growth in the market?
  • Is the timing right to invest in this market?
  • Will the company be able to garner a big share of a small market in the next 12 months?

Slide 6 — Go To Market (GTM) Strategy

  1. Who are you selling it to?
  2. How will you reach your target market?
  3. Where will you promote your product?

Investors look for:

  • Customer personas, minimum viable segment, branding, customer acquisition methods, channel strategy, marketing strategy, product positioning.
  • B2B2C, B2B, B2C — which model does the company operate in? What are the challenges?
  • Strategic alliances, SEO, referral programs, content strategy, social media strategy

Slide 7 — Pricing/Business Model/Unit Economics

Investors look for:

  • What is the basis for pricing? Cost + margin strategy or competition benchmarking?
  • Is the product/solution under-priced or over-priced?
  • Is it a profitable business model?

Slide 8 — Competition

Investors look for:

  • Is the company building a 10x better product than its closest competitor or is it just an incremental improvement?
  • Is there any ‘Learning curve’ or ‘first mover advantage’ in the space?
  • Is it a ‘Winners takes it all’ market?
  • Are there strong sustainable competitive advantages (or moats) the company has built around it?

Slide 9 — Traction

Investors look for:

  • Can the team sell? Do they have ‘hustlers’ in the team?
  • Are they focused on cash flows or only on building the product?
  • How did they get/source the first 10 customers?
  • Learnings from the feedback of the first few customers have been implemented or not?

Slide 10 — Roadmap for the next 12–18 months

  1. Product roadmap — new features, variations, new SKUs, new categories etc
  2. Technology roadmap — how new tech implementation will support the product roadmap.
  3. Business roadmap — new geographies, new target markets, new customer segments etc

Investors look for:

  • Are the future plans too aggressive or too conservative?
  • What % of the targets need to be achieved for its next milestone? Milestones can be breakeven, next round of funding etc
  • Is the current round of funding enough to achieve the stated targets/roadmap?

Slide 11 — The ASK

  1. Amount of fundraising and its utilization
  2. Valuation (depends upon the comfort of the founders)
  3. Investment timelines (if any)
  4. Amount of soft commitments received (if any)
  5. Key investors in the previous rounds (if any)
  6. Some examples of recent deals in this space can be helpful.

Investors look for:

  • Will the current ask impact next round of funding?
  • Founders dilution? Do not want them to get too much diluted. Founders skin in the game?
  • Can Investors make significant money at this price?

Some information is best suited for the Annexes like:

  1. Awards and Recognition
  2. Coverage in press
  3. Product walk through
  4. Financial Projections
  5. Case Study



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Adith Podhar

Adith Podhar

Entrepreneur First | Founder - Gemba Capital | Early stage Investor | Ex PE | Amateur Photographer | Foodie | Traveler |