A strong pitch deck will help you deliver a convincing pitch to investors, but what exactly should you include in one?

Whilst every founder should tailor their pitch and their deck to themselves and their business, there are some basic structures to creating a pitch deck that you’ll find useful for getting started.

At Seedrs we have seen a lot of great pitch decks, so we took key elements from all the best ones and combined them into a template below which you can download below to easily build a great pitch deck for your business.

Think About Your Audience

One size does not fit all. Use this template to build your ‘master’ pitch deck containing all the slides you might need, but when you’re preparing for a certain pitch, you should adapt the deck to the audience. Remove slides that may be too high level or obvious if you’re pitching to people with good industry knowledge. Add more emphasis to the areas you know investors want to grill you on.

Also, think about the medium via which the pitch is being delivered. If you’re sending via email keep it much shorter and to the point, but remember that it won’t have you talking alongside it so ensure it is comprehensible as a standalone asset. If it’s a one-to-one pitch, you’ll likely have a far more detailed deck to support an in-depth discussion about your business.

How Should You Structure Your Deck?

The basic narrative of a pitch deck should be to present investors with a problem that exists, show how you can solve that problem, show why it’s worth solving (market size), and why you can solve it better than anyone else (product, team, biz model, competition).

This is how that narrative should translate to your deck structure:

  1. Company purpose
  2. Problem
  3. Solution
  4. Why Now
  5. Market Size
  6. Product
  7. Team
  8. Business Model
  9. Competition
  10. Financials

Which Slides are Most Important?

The average reader will only spend 3m 44 seconds looking at your deck, so keep it short and snappy. The two slides that receive the most attention are the financials (23 seconds) and the team (22 seconds).

Here’s how the rest breaks down:

Categories Average amount of time spent viewed
Financials 23 seconds
Team 22 seconds
Competition 17 seconds
Why Now 16 seconds
Company Purpose 15 seconds
Business Model 15 seconds
Product 14 seconds
Market Size 13 seconds
Problem 11 seconds
Solution 10 seconds

This is not to say that the problem and the solution is unimportant – they are crucial to setting up the narrative, and the less time spent on them the better job you’ve done, as investors have quickly grasped the ‘why’ behind you businesses.

Not Your First Time?

If this isn’t your first fundraise, here’s a couple of extra things to think about:

Show how you have generated value for investors thus far. Include a slide showing your traction, and how your business has grown since your last round. This will give potential new investors confidence that you can hit your targets and deliver.

It’s also important to show how you listen to your customers. Don’t just include a page of 5-star reviews. Show how you have incorporated customer feedback into your roadmap to improve your service/product.