Founder’s Kit: How to Organize Your Pitch Deck 

Every pitch deck will be different to some degree. But there are a few key areas and concepts that are pretty much universal. Let’s touch on a few:

The Cover — Your big idea. A 10-15 second elevator pitch detailing your product and service, presented in such a way so that it hooks your audience and gets them excited.

Summary — A brief overview of what comes next. Think of it as a highlight, or teaser. Enough to whet an appetite, but certainly not the main course.

The Problem — What problem are you trying to solve with your company, and for whom are you trying to solve it?

It’s important to be crisp here, and articulate your response in the most clear and direct way possible.
Avoid being too general. Don’t shy away from expressing its importance and relevance. Express why this problem matters. You’re trying to attract funding, right?

The Solution — How do you intend to solve your problem? Explain in simple terms without being condescending or simple-minded. Communicate your solution effectively. This brings us to:

The Product — Now is where you get to show off what you’ve built. Explain how it works and what the user stands to gain with its use. Tailor this to whatever it is you intend to sell, whether it’s a product, service or business model.

Business Model — This product you created, how do you intend to monetize it? How will you get paid? Make sure you can articulate this outright. Where is the money coming from, and how often? Is it something that is purchased? Is it a subscription? Do you make money off advertising on the platform or network? Is it B2B, B2C? Things like that.

Try to narrow down your revenue streams and speak to their viability, as opposed half-heartedly and unconvincingly talking about the dozen or so ways you intend to make money.

You’ll also need to do your homework to ensure the math makes sense. If it’s ad revenue you’re focusing on, what advertisers do you intend to target and for how much, how often? How many impressions do you intend to get? What happens if you don’t hit your numbers? Don’t just assume people will pay because you’ve created something. Be sure to express why people will pay, and then show your work. If you can’t do this, it’s a huge red flag for prospective investors.

Market — Who is this for? And how many of them are there? How big is this market? If it’s a million, or even billions, say it — but you’ve got to be able to back it up. Be reasonable and don’t inflate.
Benn Stancil, Chief Analytic Officer at Mode, expresses why focusing on your customer base and the marketplace is so important. If you can’t display a firm understanding of your market, who you’re targeting and what it will take to get your company to where it needs to be, investors won’t take you seriously.

Even in the early stages, you need to at least show you’ve given some thought about how to plan accomplish these things. Remember, the more answers you give upfront, the less questions will be asked later.

Competition — Competition is everywhere. Even in new markets. Do your research. Don’t shy away from it. But more importantly, explain what sets you apart and why you are better? What do you plan to do differently, and why will customers respond to you over them?

Growth and Traction — How can you show what you’re doing is having a tangible effect on your target market? Show some proof here, proof that it’s working. Has your product become so big and ubiquitous it can’t be ignored (i.e. Uber, Lyft)? Even in the early stages, it’s important to be able to document this in a way that expresses future viability.

At the same time, if you’re in the early stages, what trends are you seeing? If you’re still in the traction phase, what can you show in terms of usage or data that’s meaningful to us?

Even if you’re operating on a small scale, what can you show that says you’re getting things done? Is there a beta version you’re testing among friends? Are you interviewing your users to see what they say? Make sure you devote the time and resources you have on hand to making your product a success.

What Metrics Should I Use?

Benn Stencil from Mode points to two big metrics:

Sign ups: How many people have signed up to use your product? If you don’t yet have a product that requires a sign up, how many people are using it each day, for the first time, etc? Where are they finding it?

Daily Active Users: Similar to above, how many people are using your product every day? How much time are they spending? What constitutes an active user? What are they doing once they get there? Also, be conscious of the need to explain what each type of user means in terms of data, how they interact with the platform, what your company stands to gain by their actions, etc.?

Financials — Here is where you will dig into the financial picture of your company in the coming months and years.

What does the growth of your company look like? Investors will want to know this as they’re looking for a clear and tangible path to growth. Also be sure to keep track of your revenue early, even if you’re just starting out and try to establish a benchmark as a means of evaluation.

All this serves as a good foundation for what investors will ask with respect to your company’s future. Having a good sense of these numbers and forecasts will be an important part of telling your story.

Dream Team — This is you, your team. Explain what it is that makes you the best people to be tackling this dilemma? Who are you subject matter experts? If you have a specific advantage in this particular aspect, it’s worth noting that you may want to mention this early in your pitch deck. It’ll make others more confident in your voyage you are about to undertake if they feel you’re inherently qualified to steer the ship.

What if you don’t have exceptional experience?

Try to lean into whatever it is that makes you relevant in terms of your project. Everyone has some kind of special skill, or viewpoint. Mention accomplishments in other jobs, other endeavors, life experiences. This can also give you a competitive advantage as long as you remain confident in what you’re doing.
Funding — How much money are you going to need to reach your goal? Do you research on this. Be specific, and don’t be greedy. Also be cognizant of where this money will be spent. Investors will want to know exactly where there money is going.

Summary –– Keep this brief, but quickly reiterate your goals, make mention of how you can be reached, and of course, what the next steps are.