When you see about 20 pitch decks a week over 15 years, you see A LOT of repeat mistakes. Many argue that there are different ways to create a pitch deck. This, however, is only half true. There is actually only one right way of building a pitch deck. Think about building a house. Every house needs a foundation, frame, walls, windows, paint, etc. A house can have its unique design and characteristics, but without the proper structure it can collapse. This too applies to your pitch deck. It’s all about the Story. Entrepreneurs often are confused by the term “Story”. A story is not adding meaningless details, jokes or anecdotes. Stories captivate, inspire and influence the audience you are pitching to. If done right it will get you closer to getting the deal you are hoping for. For maximum impact, here are the slides you must have in your pitch deck.
The Introductory Slide:
Captivate your audience by introducing your company, explaining what you do and why you do it!
The need is caused by the problem you are aiming to solve with your product. Essentially, the problem is the villain of your story. As seen in any superhero movie, the villain is a very complex and multifaceted character. The same goes for the problem you have identified. Here is where you, the entrepreneur, explain the gap/problem/challenge that must be solved. This is best told in a story. You can choose to tell your own story, that of a friend, family member, or the user persona. You can even frame your presentation in a way that permits for a story telling technique. Include a clear and concise problem statement.
The External Environment and Market Potential:
This slide is crucial for your deck. Basically, it explains, why you and why now. Going into detail about the external environment and market potential also includes some number crunching. The TAM (Total Addressable Markets), SAM (Segmented Addressable Markets) and SOM (Share of Market) will give an indication of the market size. Don’t forget to address the values of the markets, what was spent on similar solutions in previous years, etc. Additionally, go over market trends among users that show a shift in behaviour. What is essential to highlight is that you’re working within a growing and profitable market!
The goal here is to showcase your understanding of the market and its competitors. In order to do this in the best light you must highlight how you differentiate yourself from the competition. Visually, you can do so by preparing a quadrant or petal-diagram showing how you measure up to your competitors, listing them by name. More specifically, explain why you are better, what you understand that they don’t, what makes your product better, and what is your unfair advantage against them. Your differentiation statement will be the highlight.
Your solution is the “hero” of your story. For every quality your villain possesses, your hero embodies a counterpart. Not only does a hero come save the day, but it has also earned the trust and respect of a loyal group of people that rely on the hero. Describe how you are solving the issue with a simple solution sentence. A solution sentence should be formulated as such: we’re doing X (solving a problem), for Y (for a specific audience) by Z (what are you? A Platform/app/solution/tool, etc.). Don’t forget to mention your secret ingredient that is allowing you to do this. When showcasing your demo make sure to clearly portray the user experience, all relevant features, and what makes it beneficial to specific users. But remember, keep it simple!
The Business Model:
When presenting your business model the purpose is to describe your main revenue model (ex. Subscription, ads, affiliate, revenue share, etc.) Additional revenue streams should be mentioned as well. Describe the milestones you’ve reached in funding, product, users, revenue, growth, endorsements, partnerships, etc. If you haven’t reached any major milestones yet, that too is okay. Make sure to give a truthful depiction of where you are at, and use some metrics to help illustrate this.
You must showcase the strategies that will allow you to penetrate the market and gain users. More specifically, if you are a dealing with different consumer groups you must indicate the different channels you plan to use to acquire each customer. Specify the cost-per-acquisition (CPA) for all. Even though you might not have money at the start, you may have plans of putting together a sales team, establish strategic partnerships, distribution channels, content market and social campaigns. Makes sure to vocalize all of these elements.
Here is where you get to the aftermath, hoping your hero is triumphant. You present a short-term and long-term plan for your business moving forward. Any exciting additional features or products in that you intend to explore? Plan on using new revenue streams? This is where you showcase the bigger vision you have for your business! Don’t forget to present your KPIs.
Roadmap and Round Objectives:
When going over your funding requirements, list the main allocations such as R&D, Sales and Marketing, Team Expansion, etc. Your “round objective” should indicate where you wish to be when you get to the next round of funding (for example: this will take us X months and X users/revenue/downloads, to breakeven and have positive cash flow).
Whether your presentation has many, or very little slides is not of importance. Some superhero get one movie, while others get numerous sequels. This does not make one better than the other. What is important is that you have communicated your ideas simply and efficiently. Utilizing storytelling, while also using the essential founding elements for a pitch deck is the only way of getting the investor interested.