What Is In a Pitch Deck? Craft a Complete Pitch Deck for 2024

Dan C.
EasyUser Founder and CEO
5 tactics to make your content go viral - EasyUser

What is a Pitch Deck?

The Clear Value Proposition: At the Core of Every Pitch Deck

Compelling Storytelling: Weaving the Narrative

The second thing to include in the question “what is in a pitch deck?” has to be: storytelling. The ability to create a unique, yet easy, story can captivate investors and create a lasting impression. Here’s a closer look at how you can master the art of storytelling in your pitch deck:

  • Business Journey: Take investors on a captivating journey through the evolution of your business. Provide a chronological account of your company’s development, highlighting key milestones that showcase growth and progress. Do this properly to stand out from the crowd.
  • Emotional Connection: Craft your narrative with the intention of evoking emotions. Investors are not merely interested in the facts and figures; they want to connect with the human story behind the business. Share personal insights into the challenges you’ve faced and the triumphs you’ve celebrated.
  • Character Development: Introduce key characters in your business story. This could include founders, team members, or even customers who have played a pivotal role. Make these characters relatable, allowing investors to see the human side of your venture.
  • Conflict and Resolution: Like any good story, there should be conflict and resolution. Highlight challenges your company has overcome, demonstrating resilience and problem-solving capabilities. This creates a narrative arc that keeps investors engaged.

Next Steps You Can Take Today:

  1. How to Create a Story: Outline the key elements of your business journey, identifying crucial milestones, challenges, and moments of success. Things are constantly changing in startups. Show how yours is constantly improving.
  2. Emotional Appeal: Evaluate how well your current narrative connects emotionally with your audience. Seek feedback from peers or mentors to ensure your story resonates.
  3. Incorporate Anecdotes: Consider incorporating relevant anecdotes or real-life examples into your pitch deck. These anecdotes should serve to humanize your business story and make it more relatable.
  4. Visual Storytelling: Explore ways to visually represent your narrative in the pitch deck. This could include timelines, graphics, or images that complement the storytelling elements.
  5. Practice Delivery and Use EasyUser’s Tool: The way you present your narrative and presentation is crucial. Putting all your files and documents inside a big folder and sending it all at once doesn’t signal the professionalism you want to show! Instead, send any important files through secure links only accessible for specific investors. And with AI-powered analytics, you can track which investors are looking and how much time they’re spending on your files. To do this, try our powerful tool EasyUser.

Remember, a compelling narrative not only informs but also engages and inspires, making your pitch deck memorable and impactful for potential investors.

Visual Appeal: Enhancing Key Points Visually:

You can’t answer the question “what is in a pitch deck” without including the visual aspect. It’s a make-or-break element that can significantly impact how professional investors perceive your business. Elevate the visual appeal of your pitch deck with these quick strategies:

Use of Graphs, Charts, and Images:

  • Data Visualization: Incorporate graphs and charts to represent complex data or key performance indicators. Visualizing statistics can make information more digestible and memorable for investors.
  • Infographics: Create infographics that succinctly communicate your business model, market trends, or growth projections. Infographics are powerful tools to convey information in a visually engaging manner.
  • Product Showcase: If applicable, include high-quality images of your product or service. Visual representations can provide investors with a clearer understanding of what your business offers.

Maintain a Clean and Professional Design:

  • Consistent Branding: Ensure your pitch deck aligns with your brand identity. Consistent use of colors, fonts, and logos establishes a professional and cohesive visual identity.
  • Whitespace Utilization: Avoid clutter by strategically using whitespace. A clean and well-organized layout enhances readability and allows investors to focus on essential information.
  • Font and Typography: Choose fonts that are easy to read, and maintain a consistent typography style throughout the pitch deck. Consistency in font size and style contributes to a polished presentation.

Next Steps You Can Take Today:

  1. Visual Audit: Review your current pitch deck with a critical eye on visual elements. Assess whether graphs and charts effectively convey data and if images enhance key points.
  2. Branding Check: Ensure that your pitch deck aligns visually with your overall brand. Make necessary adjustments to create a cohesive and professional look.
  3. Infographic Integration: Identify opportunities to incorporate infographics that simplify complex concepts or highlight key achievements. Experiment with visual representations to enhance understanding.
  4. Layout Optimization: Pay attention to the overall layout and organization of your pitch deck. Optimize the use of whitespace to create a visually appealing and easily navigable document.
  5. Font Consistency: Confirm that fonts are consistent and readable. Consider revising font choices or styles if they hinder clarity or professionalism.

Remember, a visually compelling pitch deck not only captures attention but also reinforces your commitment to professionalism and attention to detail.

Demonstrating the Market Opportunity

To properly address “what is in a pitch deck” show your potential investors the marketing opportunity you have with your product. Get them as interested as you are! Simply show them what they have to gain here. Elevate your approach to showcasing the market opportunity with these simple strategies:

Incorporate Relevant Data:

  • Market Size: Clearly articulate the size of the market you are targeting. Use statistical data or industry reports to provide a factual foundation for your market assessment.
  • Growth Trends: Highlight any observed or projected growth trends within the market. Investors are keen on understanding the potential for scalability and future success.
  • Competitive Landscape: Provide insights into the competitive landscape. Identify key competitors and emphasize what sets your business apart in terms of innovation, differentiation, or market positioning.


Present a Clear Understanding:

  • Target Audience: Define your target audience precisely. Showcase your understanding of the demographics, behaviors, and needs of the customers you aim to serve.
  • Market Challenges: Acknowledge and address potential challenges within the market. Demonstrating awareness of obstacles and outlining strategies to overcome them enhances the credibility of your market analysis.
  • Market Segmentation: If applicable, segment the market to showcase specific niches or segments your business is poised to capture. This detailed approach adds depth to your market assessment.

Next Steps You Can Take Today:

  1. Data Compilation: Gather relevant data to strengthen your market opportunity section. Explore industry reports, market studies, or conduct surveys to acquire up-to-date information.
  2. Competitor Analysis: Conduct or revisit a comprehensive analysis of competitors. Clearly define what makes your business unique and how it positions itself in comparison to others.
  3. Target Audience Refinement: Fine-tune your understanding of the target audience. Ensure that your pitch deck reflects a precise and well-researched profile of the customers you intend to reach.
  4. Challenges Acknowledgment: Identify and address potential challenges within the market. Craft a transparent narrative that communicates your proactive approach to mitigating obstacles.
  5. Segmentation Enhancement: If applicable, refine your market segmentation. Ensure that specific segments are highlighted with tailored strategies for each, showcasing a nuanced market approach.

By fortifying your pitch deck with a robust demonstration of the market opportunity, you not only captivate investor interest but also instill confidence in your business’s potential for success.

Team Showcase: Putting Faces to the Vision

Within the intricate tapestry of a pitch deck, introducing your team is a strategic move that can profoundly influence investor perception. Elevate your team showcase with these impactful strategies:

Enthusiastic Team Introduction:

  • Individual Profiles: Provide concise yet comprehensive profiles for each team member. Highlight key qualifications, experiences, and roles within the company.
  • Passion Statement: Accompany each team member’s profile with a brief statement expressing their passion for the company’s mission. This adds a personal touch, conveying genuine enthusiasm.
  • Visual Elements: Incorporate professional headshots of team members. Humanizing your team visually establishes a connection and makes the presentation more relatable.

Emphasizing Unique Strengths:

  • Key Strengths: Clearly articulate the unique strengths of each team member that contribute to the overall success of the venture. This could include expertise in the industry, leadership skills, or specialized knowledge.
  • Collaborative Dynamics: Showcase how the team collaborates and complements each other’s strengths. Emphasize a cohesive and collaborative culture that fosters innovation and problem-solving.
  • Track Record: If applicable, highlight key achievements or successes of individual team members. This could be previous successful ventures, notable projects, or industry recognition.

Next Steps You Can Take Today:

  1. Team Collaboration Session: Conduct a team collaboration session to collectively refine and articulate individual strengths. Encourage open communication to bring out unique qualities.
  2. Professional Photography: Arrange for professional photoshoots for team members. Quality visuals enhance the professionalism of your pitch deck and create a positive impression.
  3. Passion Statements Draft: Work with your team to draft passion statements. Encourage team members to express their dedication to the company’s vision in a succinct and impactful manner.
  4. Achievement Compilation: Compile a list of notable achievements or successes for each team member. This could be academic accomplishments, professional milestones, or industry recognition.
  5. Collaboration Narratives: Develop narratives that highlight how your team collaborates effectively. Showcase instances where collective strengths have led to successful outcomes.

By infusing your pitch deck with an enthusiastic and well-crafted team showcase, you not only instill confidence in your investors but also humanize your business, making it more than just an idea — it becomes a collective endeavor driven by a passionate and capable team.

Financial Projections: Bridging Vision and Reality

To answer “what is in a pitch deck”, you must always include your financial projections. See them as a bridge between your ambitious vision and the realities of execution. Elevate this crucial aspect with the following strategies:

Strategic Financial Presentation:

  • Comprehensive Forecasts: Develop detailed and comprehensive financial forecasts that cover key aspects such as revenue projections, expenses, and profit margins. Break down the forecasts and show how you plan on being profitable
  • Realistic Growth Plans: Clearly articulate your growth plans, emphasizing a realistic trajectory. Investors appreciate well-thought-out plans that demonstrate a balance between ambition and pragmatism. Careful when you create a long-term business plan. Planning that far into the future is almost impossible. Focus your messaging on more immediate results if possible.
  • Risk Mitigation Strategies: Address potential risks and challenges associated with the financial projections. Outline proactive strategies to mitigate these risks, showcasing your preparedness and strategic thinking.

Revenue Stream Clarity:

  • Detailed Revenue Streams: Break down your revenue streams with precision. Clearly define the sources of income, whether it’s through product sales, subscriptions, licensing, or other channels. This clarity enhances investor confidence. You can be a B2B or B2C business — nonetheless defining a valid target market and powerful marketing strategies can instill confidence in investors.
  • Customer Acquisition Costs: Provide insights into your customer acquisition costs. Investors are keen to understand how efficiently you can acquire customers and which target markets you’re aiming for. Let them in on any projection you have. How do you plan on doing effective marketing? With blogs posts, case studies?
  • Market Trends Impact: Highlight how market trends may impact your financial projections. Acknowledge external factors that could influence your business and showcase adaptability and foresight in your financial planning.

Next Steps You Can Take Today:

  1. Financial Modeling Session: Schedule a financial modeling session with your finance team or financial advisor. Review and refine your financial projections, ensuring accuracy and alignment with your business goals. What part of the market segment of market share are you planning on acquiring? Are you aiming for a metric like conversion rate? Those are all things you can tell your investors.
  2. Risk Analysis Workshop: Conduct a workshop focused on identifying and analyzing potential risks associated with your financial projections. Collaboratively develop mitigation strategies.
  3. Revenue Stream Workshop: Gather your team to thoroughly analyze and document your revenue streams. Ensure everyone in the team has a clear understanding of how revenue is generated.
  4. Market Trends Research: Stay updated on current market trends and how they might impact your industry. Incorporate relevant market insights into your financial projections to demonstrate market awareness.
  5. Investor Q&A Preparation: Anticipate potential questions investors might have regarding your financial projections. Prepare concise and insightful answers to instill confidence during Q&A sessions.

By approaching financial projections with meticulous detail and a strategic mindset, you not only provide investors with a clear financial roadmap but also showcase your commitment to transparency and informed decision-making.

Closing with a Strong Call-to-Action

As your pitch deck draws to a close, the final slide should not be a mere formality but a compelling call-to-action that propels your engagement with potential investors. So what else is in a pitch deck? Well, a powerful call-to-action can get investors ready to take the next step. Here’s how to craft a powerful conclusion:

Strategic CTA Elements:

  • Clarity of Purpose: Ensure your call-to-action (CTA) is crystal clear. Explicitly state what you are seeking from investors, whether it’s funding for a specific project, partnership opportunities, or strategic collaborations.
  • Alignment with Presentation: The CTA should seamlessly align with the narrative of your pitch deck. It should be a natural progression from the information presented, reinforcing the key messages you want investors to remember.
  • Sense of Urgency: Introduce a subtle sense of urgency in your CTA. This can be achieved by highlighting unique opportunities or time-limited benefits associated with investing in your startup.


Next Steps Guidance:

  • Investor Engagement Path: Clearly guide investors on the next steps they can take to engage with your startup. Whether it’s scheduling a follow-up meeting, requesting additional information, or expressing interest through a designated platform, make the process straightforward.
  • Contact Information: Provide relevant contact information, ensuring that investors know how to reach out to you or your team. Include professional email addresses and direct phone numbers for ease of communication.

Next Steps You Can Take Today:

  1. CTA Refinement Session: Gather your core team for a session dedicated to refining the call-to-action. Ensure that every word aligns with your goals and resonates with your target audience.
  2. Feedback Loop Implementation: If possible, seek feedback from trusted advisors or mentors regarding your CTA. Integrate valuable insights to enhance the effectiveness of your closing statement.
  3. Contact Information Review: Double-check and update your contact information on the closing slide. Verify the accuracy of email addresses and phone numbers to prevent any communication hurdles.
  4. CTA Alignment Check: Review the alignment of your call-to-action with the overall narrative of your pitch deck. Confirm that it seamlessly connects with the preceding content and leaves a lasting impression.
  5. Follow-Up Protocol Development: Establish a clear protocol for handling follow-up interactions with investors. Define roles and responsibilities within your team to ensure prompt and professional responses to inquiries.

By investing time and attention into crafting a compelling call-to-action, you not only signal professionalism but also pave the way for meaningful engagements with potential investors. This final touch can leave a lasting impression, setting the stage for the next phase of your startup journey.

In Conclusion: The Power of a Persuasive Pitch Deck

Sadly, we’re bringing this to an end. So let’s answer the big question “What is in a pitch deck?” A persuasive pitch deck is more than a mere presentation; it’s a tool you’ll use to propel your startup towards success. Through a clear value proposition, compelling storytelling, visual appeal, market opportunity and much more, founders can create a pitch deck that resonates with investors. So, as you craft your pitch deck, remember to focus on these essential elements to create a winning narrative for your startup.

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