The Startup Pitch Deck: Definition, Examples, and Guide

We've been helping startups pitch investors for ten years now, and along the way we've encountered countless pitch decks, some good, others not so much. Our experience has given us a deep understanding of what makes a pitch deck successful and what makes investors get on board with your business idea.

This article will explore the definition of a pitch deck and what constitutes an ideal one.

What is the definition of a Pitch Deck?

A pitch deck is a brief, focused presentation designed to give your audience a quick overview of your business. Its most common use is to gain the support of venture capital firms or individual investors and convince them that investing in your company is a sound decision with future returns.

Typically, a deck includes an overview of your company's product or service, business model, market potential, competitive analysis, key metrics about its financial status, and team information. Though the primary objective of a deck is to attract investment by convincing potential investors of your business idea's viability and growth prospects, they're also commonly used in networking meetings, demo days, or as part of the initial screening by accelerators.

A pitch deck should tell your company's story rather than being just another slide deck or business presentation. Depending on your stage and unique journey, this narrative could focus on solving a critical problem with a stellar business idea, a distinctive business model, impressive traction, groundbreaking technology, or an exceptional founding team. A deck for investors is normally 15-24 slides long, and though the number of slides can vary, the goal remains the same: to persuade VCs to believe in your solution and invest in your company.

Pitch decks serve multiple purposes—they can be emailed to secure meetings with investors, presented in person, or used as a discussion tool during meetings to walk investors through your value proposition clearly and concisely.

To summarize, a pitch deck is a brief presentation outlining your business plan to potential investors. Its purpose is to secure funding or, at the very least, to initiate further conversations about investment opportunities.

Why are Pitch Decks Important?

You will need a pitch deck at various stages of your startup journey, and it's an ever-evolving tool that will change and grow along with your company and its story.

For example, most U.S. accelerator programs require a slide deck during the initial screening process. Once accepted, you'll participate in "pitch practices" to refine your presentation skills for demo days, where you'll present your business to key players, such as investors and program coordinators.

However, the most common use of a pitch deck is when you decide to seek external funding. Consider your pitch deck as your business's calling card. Often, whether you get to meet potential investors in person hinges on how clearly and compellingly your initial email pitch deck tells your story. It can also serve as a pre-meeting brief, giving investors a glimpse into your business before a face-to-face discussion, or as a guide during meetings to explain your value proposition.

Investor pitch decks have two main purposes in this scenario: they provide investors with an overview of your company, making it easier for them to assess the investment opportunity, and they also help you articulate the key aspects of your startup and compile essential information and data about your business.

Key Components That Define a Pitch Deck

Think of your pitch deck as a journey or story that your audience is experiencing. The key questions your pitch should answer are:

What market opportunity have you identified?
What have you created to address it? How does it work, and who is it for?
How much have you grown, and what is your growth potential?
Why are you and your team the right ones to change the status quo?

These four guiding questions form the structure of a powerful pitch deck.

For a strong storytelling component in your deck, you'll want to take inspiration from the three-act story structure.

First Act

Status Quo

First, you'll want to set the stage with an introduction, which includes the cover slide and the status quo section that describes the current landscape and what isn't working.

Hero's Introduction

Next, introduce your solution—think of it as the hero of the story. This section highlights what sets your solution apart, its features, how it generates revenue, your market strategy, and its target audience.

For experienced entrepreneurs, this is also where you'd showcase any traction you've gained, demonstrating your understanding of your business's growth trajectory and your plans for expansion.

Second Act

Set the Stage and Raise the Stakes

Here you should size up the market, discussing the target market's response and the market's size. Your audience will also be interested in the competitive landscape and how you stand out from the competition.

Third Act

The Confrontation

Finally, the climax of the pitch deck highlights the founding key team, your unique competitive advantages, or your innovative rollout strategy. This section concludes with a clear outline of your funding needs and how the capital will be allocated.

Breakdown of the parts that define a Pitch Deck

Over the years, many experts, venture capitalists, and startup founders have developed various iterations of what they consider essential for a successful pitch presentation. While there's no single correct formula, certain best practices and recommended components should be included in a powerful pitch deck presentation.

Pitch Deck Slides: Broadly speaking, the key elements of a compelling pitch deck include:

Problem
Market Overview
Solution
Product/Features
Audience
Revenue Model
Roadmap
Traction
Go-To-Market / Marketing Plan
Market Size / Addressable Market
Competitor Analysis
Core Team
Fundraising/Use of Funds

These sections are designed to flow from broad to detailed, starting with the business opportunity and gradually focusing on why your company is the right one to fill the market gap.

If you're looking for inspiration, check out our gallery of successful pitch deck templates. Remember, this structure is not a hard rule. Every company has its own story, and the person creating the pitch deck will adapt the slides to produce the best possible narrative, highlighting their strengths. Early-stage startups, which may lack significant traction, typically emphasize the problem-solution fit, market potential, and being first to market. More mature companies tend to focus on traction, KPIs, unit economics, and how additional funding can accelerate growth.

Regardless of your company's size or milestones, the ultimate goal of a pitch deck is to provide an overview of how your startup works, its strengths, and its future growth opportunities.

Are There Different Types of Pitch Decks?

Rather than different decks, it's more about different scenarios in which you'll use a deck, and you need to adjust the narrative accordingly. While there's no one-size-fits-all guide, here are some common types of professional pitch decks:

Elevator Pitch Deck: As the name suggests, this deck is designed to deliver a pitch in 1-2 minutes, as if during an elevator ride with a potential investor. These decks are highly condensed, focusing on the most critical information: problem, solution, traction, market, use of funds, and growth.

Demo Day Pitch Deck: Usually more detailed than an elevator pitch but still brief. These decks are common on demo days, where startups present sequentially, and time is of the essence. Founders typically have no more than five minutes to present, so the deck should have minimal text and be heavy on visuals to capture the audience's attention.

Full Investor Deck: This is the most commonly used pitch deck and is what you typically find when searching for "pitch deck definition." It's a comprehensive presentation designed to showcase your company to potential investors, helping them determine if it is a viable investment. These decks usually contain 15-24 slides and can be used to secure investor meetings or guide in-person discussions.

Important Tips for an Effective Pitch Deck

Story Structure: The sequence of information is just as crucial as the content itself. Your pitch deck should follow a logical order that paints a clear picture of your business and has a coherent story arc.
Clarity: Your pitch deck should be easy to understand, even for those unfamiliar with your industry. Avoid getting too technical and use clear, concise language to tell your story.
Relatability: Focus on solving a genuine human problem. The deck should convey a clear problem/solution fit, making the issue relatable and demonstrating how your solution improves lives.
Visual Appeal: Engage your audience with visually striking slides. Use images and graphics to enhance your message and avoid overloading slides with text.
Traction: If you have traction, showcase it. Metrics and results demonstrate that you've started to find product/market fit and that your target market is defined.
Growth Potential: Ultimately, your pitch deck's effectiveness depends on your company's performance. Investors look for businesses with exponential growth, strong revenue generation, and low churn rates.

A well-crafted pitch deck can be a powerful tool for both founders and investors to evaluate potential collaboration. Writing a pitch deck is a valuable exercise that forces you to articulate your startup's story, metrics, and key aspects clearly and compellingly.

I hope this article has provided a clear understanding of what the definition of a pitch deck is and the essential components needed to create a 5-star pitch deck. For more insights, explore our other blog articles on pitch deck basics.