Investors see a lot of pitch decks. They’re a fast and reliable way to evaluate if a company is a good fit for their portfolio and whether it shows enough potential to continue the conversation. Essentially, it’s a first impression.
Pitch decks are a common challenge for many first-time founders who are beginning to think about raising funds. A great pitch deck is more than a way to raise money—it can be help you understand and articulate the current state of your business and the progress you’re making.
Not sure what you need to include? Below are five things investors want to see in a pitch deck.
The big idea
It sounds obvious, but many pitch decks we see gloss over the actual product or service in favor of slides detailing market size or potential users. As investors, we’re first and foremost interested in your big idea: what it is, why it’s necessary, and how it helps consumers with an existing problem. The more we understand about your product, the better our context for the information to come.
A winning team
Even if it’s the best idea in the world, smart investors know that what really brings a business to life is a talented team. At BrandProject, our number one criteria when selecting new partners is faith in the founders. In your pitch deck you should highlight your relevant skills and experience, proven success stories, and even previous business ventures (“failures” are often the best learning experiences a founder can have). These will convince investors that you and your team are equipped for the challenges ahead.
Compelling metrics
No matter what phase you’re in (pre-launch, early stage, or growth), investors want to know that you understand your business, your industry, and how you’ll identify success. Things like new customer growth, healthy and growing margins, and a path to scale and profitability will prove that you will be able to identify any red flags that arise.
An understanding of the market
Now that we understand your product and its potential market, tell us why it’s a better option than what your competitors are offering. Make sure you’re able to clearly articulate why you’re different and what makes you stand above the rest.
A clear path forward
A clear vision for the future is a compelling sales tool in any pitch deck. Outline your immediate plans for the next 12 months and articulate your ultimate end goal. Sales figures and growth trajectories are important, but they’re only half of the story. Tell investors exactly how you intend to spend their money. Be honest—if you need more people, a bigger social media budget, or new office space, be up front about it. The fact that you know what you need to move forward gives us confidence that our investment is in good hands.
Photo credit: Lauren Kallen