How to Make a Pitch Deck? A Complete Guide with Examples

In the competitive and fast-paced world of startups, a well-crafted pitch deck can be the difference between securing funding and watching your dreams fizzle out. But what exactly is a pitch deck, and how do you create one that captures investors' attention?

A pitch deck is a concise business presentation, typically comprising 10-20 slides highlighting your company's essential aspects. It's your opportunity to showcase your business plan, demonstrate traction, and outline your roadmap for success. Whether you're seeking to secure investor meetings or deliver a knockout presentation at a demo day, your pitch deck is often the defining factor in whether you'll raise funds from investors.

Creating an effective pitch deck is both an art and a science. It needs to tell your company's story, convince investors they can make money with your venture, and do all this in under 4 minutes. Sounds challenging? Don't worry. In this comprehensive guide, we'll walk you through creating a succesful pitch deck, slide by slide, with examples to inspire your presentation.

First, we'll explain the basic pitch deck format followed by a deep dive into how exactly to make a pitch deck that gets investors excited about your startup!

Understanding the Basic Pitch Deck Structure

Before we dive into the details of each slide, it's crucial to understand the overall structure of an effective pitch deck. A well-organized pitch deck typically includes six main sections:

The Intro

The Status Quo

The Product

The Market

Why Us

The Ask‍

This structure follows the classic three-act storytelling format, which helps make your pitch more engaging and memorable:

First Act (Intro and Status Quo): Engage your audience, capture their attention, and establish the current situation or problem.

Second Act (Product and Market): Develop your story to build excitement about the business idea and opportunity, providing compelling numbers and insights.

Third Act (Why Us and The Ask): Deliver your core message about why investing in your company is a fantastic opportunity.

By structuring your pitch deck like a compelling story, you create a narrative flow that leads naturally to your ask, making it hard for investors to resist your vision.

Now that we understand the basic structure let's create each section of your pitch deck slide by slide.

Creating Your Pitch Deck: Slide by Slide Guide

1. Intro Section

The Intro Section of your pitch deck is crucial for making a strong first impression. It consists of two key slides: the Cover and Traction Teaser.

Cover Slide

Your cover slide is the first thing investors will see, so it needs to make an impact. Here's what to include:

Your company name: Make it prominent and easy to read.

A concise tagline: Use 5-7 words to describe what your company does. This should be simple and self-explanatory. For example, "We help startups create winning pitch decks."

(Optional): Presenter's name and contact details: While only sometimes necessary, including this information can be helpful, especially if you're emailing the deck.

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Our Airbnb pitch deck template (click here for free access) is an excellent example of a straightforward cover slide. It features the Airbnb logo, introduces the presentation, and features a brief tagline explaining what Airbnb does.

Remember, the cover slide sets the tone for your entire presentation. Keep it clean, professional, and aligned with your brand identity.

Traction Teaser Slide

Consider including a Traction Teaser slide if you want to hook your audience immediately, consider including a Traction Teaser slide. This slide is your chance to showcase your most impressive achievements that can be understood without further context.

Here are some tips for creating an effective Traction Teaser slide:

Focus on universal metrics: Choose achievements that anyone can understand without knowing the context of your business.

Use visuals: Present your critical metrics with precise, bold numbers and simple icons or graphics.

Keep it brief: Stick to 3-4 key metrics proving your company's success.

Be honest: Only include real, verifiable achievements. Exaggeration can backfire if discovered.

Examples of traction metrics could include:

Number of active users

Year-over-year growth rate

Total revenue or key sales figures

Notable partnerships or clients

Industry awards or recognition
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Nothing will replace your cover, but your Traction Teaser slide can directly follow the start of your pitch to establish credibility at the very top.

Remember, the goal of this slide is to pique the investor's interest and make them eager to learn more about your company.

Now, let's move on to the Status Quo Section:

2. Status Quo Section

The Status Quo Section is where you set the stage for your pitch by introducing the problem your company is solving or the business opportunity you're addressing. This section typically includes two key slides: the Problem/Business Opportunity slide and the Solution slide.

Problem/Business Opportunity Slide

This slide is a cornerstone of your pitch deck, setting the stage for your entire presentation. It is where you articulate the specific problem your product or service aims to solve or the business opportunity you've identified in the market. It's crucial because it establishes the "why" behind your startup—why your company exists and why investors should care.

A well-crafted Problem/Business Opportunity slide should:

Clearly define the issue: Articulate the problem in a way that's easy to understand and relatable. Use concrete examples or scenarios that your audience can quickly grasp.

Demonstrate market relevance: Show that this is a significant problem affecting many people or businesses. Use statistics or data to support your claims about the problem's scope and impact.

Highlight the pain points: Emphasize the frustrations, inefficiencies, or costs associated with the current situation. This helps to create a sense of urgency and importance around your solution.

Frame the opportunity: If you're addressing a business opportunity rather than a specific problem, clearly explain the gap in the market or the emerging trend you're capitalizing on.

Set up your solution: While you want to wait to introduce your solution, this slide should naturally lead to why a new approach (your product or service) is needed.

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Uber’s Problem Slide is a strong example of a simplified yet cohesive slide outlining what the company is trying to solve:

Investors need to agree with or fully understand the problem you're presenting to maintain interest in the rest of your pitch. To keep their attention, you should:

Use data: Include statistics or research that validate the problem's existence and magnitude. This adds credibility to your claims and helps investors grasp the scale of the issue.

Make it relatable: Use scenarios or examples that your audience can easily understand and relate to. This helps create an emotional connection and makes the problem feel more tangible.

Keep it concise: Aim for 3-4 key points that highlight the most critical aspects of the problem or opportunity. This ensures your message is clear and memorable without overwhelming your audience with too much information.

Avoid jargon: Use language that anyone can understand, regardless of their technical background. This makes your pitch more accessible and ensures your message resonates with a broader audience.

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Here is an excellent sample Business Opportunity Slide in our WeWork pitch deck template.

Remember, investors need to agree with or understand the problem you're presenting to maintain interest in the rest of your pitch. Make sure this slide is compelling and well-researched.

Solution Slide

The Solution slide should mirror your Problem slide, presenting your company's approach to addressing the issues you've just outlined. It is a critical component of your pitch deck, serving as the bridge between the problem you've identified and your product offering.

This slide should clearly articulate how your company addresses the issues outlined in the Problem slide. It's your opportunity to showcase your unique approach and value proposition. A well-crafted Solution slide shows that you understand the problem and positions your product or service as the ideal answer to that problem. This is where you begin to build excitement about your offering and set the stage for the more detailed product information that follows.

Paddle’s Solution Slide is a perfect example:

Uber also has a robust Solution Slide; check it out:

Be concise: Focus on your solution's main benefit or outcome, not the technical details.

Mirror the problem: Ensure each point in your solution directly addresses a problem you've identified.

Highlight uniqueness: Emphasize what makes your solution different or better than existing alternatives.

Use simple language: Avoid technical jargon and explain your solution in terms anyone can understand.

Visual representation: Include a simple diagram or illustration that helps visualize your solution.

3. Product Section

The product section of your pitch deck allows you to dive deeper into the specifics of your offering. This section typically includes several slides showcasing different product or service aspects. These slides can consist of various elements, such as demo videos, screenshots, or technical infrastructure diagrams, depending on the nature of your product and your audience. The goal is to provide a more tangible sense of your product, allowing investors to visualize it in action or understand its technical underpinnings. This section is particularly important for products that are highly visual, technically complex, or innovative in their approach.

How It Works Slide

This slide should clearly and concisely explain how your product or service functions. This slide should concisely yet comprehensively explain your offering's core mechanics or processes. It's your chance to demystify any complex aspects of your product and show how user-friendly and effective it is. A good How It Works slide can help investors visualize your product in action and understand its practical applications. This is particularly important for innovative or technical products that might take time to be intuitive.

Here are some tips for creating an effective "How It Works" slide:

Visualize: A diagram, flowchart, or series of icons can help explain your process more clearly than text alone.

Keep it simple: Stick to 3-5 main steps or components.

Focus on the user perspective: Explain how a user would interact with your product, not just the underlying technology.

Highlight key features: Emphasize the aspects of your product that set it apart from competitors.

Features and Benefits Slide

Next, you'll want to highlight your product's critical features and, more importantly, the benefits these features provide to your users. This slide is where you transition from explaining what your product does to showcasing why it matters to your users. It should highlight the key features of your product or service and, more importantly, translate these features into tangible benefits for your target audience.

It's not just about listing what your product can do but about demonstrating its value to users' lives or businesses. This slide also helps investors understand the practical advantages of your offering and how it stands out in the marketplace.

Tips for creating a compelling Features and Benefits slide:

Focus on benefits: Don't just list features; explain how each feature improves the user's life or solves their problem.

Be specific: Use concrete examples or metrics to illustrate the benefits.

Prioritize: Highlight your most important or unique features and benefits.

Use precise language: Avoid technical jargon and focus on explaining benefits in terms your audience will understand and appreciate.
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Product Details (Demo, Screenshots, Tech Infrastructure)

Depending on your product and audience, include additional slides that provide more detail about your product. This could include:

Demo video or screenshots

Technical infrastructure diagram

User interface walkthrough
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The Product Details section of your pitch deck allows you to explore your offering's specifics more deeply. Depending on your product and audience, this section can include elements such as demo videos, screenshots, or technical infrastructure diagrams. The goal is to provide a more tangible sense of your product, allowing investors to visualize it in action or understand its technical underpinnings. This section is particularly important for products that are highly visual, technically complex, or innovative in their approach.

Remember to keep these slides focused and relevant to your audience. You might include more details about your tech stack for a technical product pitched to technical investors. For a consumer product, focus more on the user experience and interface.
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Market Validation Slide

If you have evidence that supports market demand for your product, include a Market Validation slide. This slide should present evidence that supports your claims about market interest and product-market fit. It can consist of data from beta testing, early adoption rates, customer feedback, or any other metrics that show your product is gaining traction. Market validation is critical because it helps mitigate perceived risk for investors by showing that your offering has already found a receptive audience.

Tips for creating an effective Market Validation slide:

Use accurate data: Include metrics from beta testing, market research, or early adopters.

Highlight key indicators: Focus on metrics that demonstrate market interest and product-market fit.

Include social proof: Mention any awards, press coverage, or notable partnerships.

Be honest: Only include verifiable data and avoid exaggeration.
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Target Audience Slide

The Target Audience slide is where you demonstrate a deep understanding of who your customers are and why they need your product. This slide should clearly define your ideal customer profile, including demographic information, psychographic traits, and behavioral characteristics. Understanding and communicating your target audience is crucial because it shows investors that you have a focused approach to the market and understand exactly who will benefit from your product. This slide also helps set the stage for your go-to-market strategy and potential market size.
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Tips for creating an effective Target Audience slide:

Be specific: Define your audience in terms of demographics, psychographics, and behaviors.

Show understanding: Demonstrate your audience's pain points and needs.

Use data: Include market size data for your target audience.

Explain why: Briefly mention why this audience is ideal for your product.
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Business Model Slide

The Business Model slide is where you explain how your company plans to generate revenue and eventually turn a profit. This slide should clearly articulate your pricing strategy, revenue streams, and any other vital aspects of how you'll monetize your product or service.

A well-thought-out business model demonstrates to investors that you have a viable path to profitability. This slide is crucial because it shows that you're focused on creating a great product and building a sustainable and profitable business.

Tips for creating an effective Business Model slide:

Keep it simple: Clearly state how you generate revenue without getting into complex details.

Use familiar models: Relate your model to well-known business models (e.g., SaaS, freemium, marketplace).

Include pricing: Give a general idea of your pricing structure.

Highlight profitability: If applicable, mention your margins or path to profitability.

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Here is Airbnb’s Business Model slide:

Want the Airbnb pitch deck template, including this Business Model slide? Just click here.
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Roadmap Slide

The Roadmap slide provides a forward-looking view of your product and company development. This slide should outline your plans for future growth, including key milestones, product enhancements, and expansion strategies. A good roadmap demonstrates that you have a clear vision for your company's future and a plan to achieve it.

This slide is significant because it shows investors that you're thinking long-term and have a strategy for scaling your business. It also helps investors understand how their funding will drive growth and achieve specific objectives.

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Tips for creating an effective Roadmap slide:

Be realistic: Show a timeline that's ambitious but achievable. Overpromising can damage your credibility.

Highlight company milestones: Focus on major product releases, market expansions, or significant company goals rather than minor updates.

Align with funding: Demonstrate how this funding round will help you achieve specific milestones on your roadmap.
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4. Market Section

The Market Section is crucial for demonstrating your business's potential size and growth. It typically includes slides on your go-to-market strategy and market size.
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Go-to-Market Strategy Slide

The Go-to-Market Strategy slide outlines your plan for bringing your product to market and acquiring customers. This slide should detail the specific channels, tactics, and approaches you'll use to reach your target audience and drive the adoption of your product or service. A well-crafted go-to-market strategy demonstrates that you have a clear growth plan and understand the most effective ways to reach and engage your potential customers. This slide is crucial because it shows investors that you have a realistic plan for turning your product into a successful business.

Tips for creating an effective Go-to-Market Strategy slide:

Focus on critical channels: Highlight 2-3 primary marketing channels you plan to use.

Show traction: If you've already succeeded with specific strategies, mention them.

Be specific: Instead of broad statements, give concrete examples of tactics you'll employ.

Align with the audience: Ensure your strategies make sense for your target market.
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Market Size/TAM Slide

The Total Addressable Market (TAM) slide is crucial for showing investors the potential size of your business. This slide should present a precise and well-researched estimate of your potential market size, often broken down into Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM).

The market size slide is crucial because it helps investors understand your business's growth potential and the opportunity for return on their investment. A large and growing market can make your startup more attractive to investors while also demonstrating that you've done your homework on the market landscape.
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Tips for creating an effective Market Size/TAM slide:

Use the TAM-SAM-SOM approach: Show the Total Addressable Market, Serviceable Available Market, and Serviceable Obtainable Market.

Provide sources: Cite credible sources for your market size estimates.

Set attainable goals: Your roadmap should showcase ambitious yet achievable milestones. This demonstrates your vision and understanding of the challenges in reaching your objectives.

Use visuals: Use charts or graphics to make the market size easy to understand.
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Now that we've covered the Market Section let's move on to the "Why Us" Section of your pitch deck.

5. The Why Us Section

The "Why Us" section of your pitch deck is where you demonstrate why your company is uniquely positioned to succeed in addressing the problem or opportunity you've identified. This section typically includes information about your competitors, your team, and your unique advantages or "secret sauce."
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Competitors Slide

The Competitors slide is crucial for showing that you understand your market landscape and how you fit into it.

Focus on key differentiators: Emphasize the features or capabilities that set you apart.

Use a simple format: A comparison table or quadrant chart can effectively visualize competitive positioning.

Include indirect competitors: Don't just focus on direct competitors; consider alternative solutions to the problem you're solving.

Avoid negativity: Focus on your strengths rather than competitors' weaknesses.
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Team Slide

The Team slide is your opportunity to showcase the expertise and experience of your founding team and key personnel.

Tips for creating an effective Team slide:

Highlight relevant experience: Focus on past experiences and achievements directly pertinent to your venture.

Show diversity: Demonstrate a mix of skills and backgrounds that complement each other.

Include advisors: If you have notable advisors or board members, consider including them.

Keep it concise: Stick to key information; detailed bios can be provided separately if requested.
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Secret Sauce/Competitive Advantages Slide

This slide should highlight what makes your company unique and why you're positioned to succeed where others might fail.

Tips for creating an effective Secret Sauce/Competitive Advantages slide:

Be specific: Don't just claim to be "better" or "faster"; provide concrete examples or metrics.

Focus on sustainable advantages: Highlight advantages that are difficult for competitors to replicate.

Align with customer needs: Show how your unique advantages translate into benefits for your customers.

Include intellectual property: If you have patents or proprietary technology, mention them.

Demonstrate traction: Include this information if you've already gained significant market share or notable customers.
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Here is an example of a Secret Sauce slide from our YCombinator Pitch Deck Template.

Remember, the "Why Us" section is your opportunity to convince investors that your team is uniquely positioned to execute on the opportunity you've presented. It should leave investors confident in your ability to succeed in a competitive landscape.

6. The Ask Section

The Ask section is the culmination of your pitch deck. This is where you clearly state what you seek from investors and how you plan to use the funds. It typically includes two key slides: Financial Projections and the Fundraising Ask.
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Financial Projections Slide

The Financial Projections slide gives investors insight into your expected growth and path to profitability. Typically, this slide should include revenue, expenses, and profitability projections. Depending on your business model, you should also include other relevant metrics such as user acquisition costs, lifetime value of customers, or monthly recurring revenue.

Remember, your financial projections should align with the narrative you've built throughout your pitch. They should reflect the market opportunity you've identified, the effectiveness of your solution, and the strength of your go-to-market strategy.

Here are some tips for creating an effective Financial Projections slide:

Be realistic: Your projections should be ambitious but grounded in reality.
Show key metrics: Include revenue, expenses, and profitability at a minimum.
Provide context: Explain key assumptions behind your projections.
Use visuals: A chart or graph can make the data more accessible to digest.
Highlight milestones: Point out significant events, like when you expect to break even.
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Fundraising/ Ask Slide

The Fundraising or "Ask" slide is the culmination of your pitch deck. It's where you clearly articulate what you're seeking from investors and how you plan to use their capital to fuel your company's growth. This slide is critical because it transforms your pitch from a mere presentation into an actionable opportunity for investors.

When crafting your Ask slide, consider including the following elements:

Funding Amount: Clearly state how much capital you're looking to raise.
Valuation: If you're comfortable sharing it, include your target valuation or valuation range.
Use of Funds: Provide a breakdown of how you plan to allocate the investment.
Milestones: Outline the key objectives or milestones you aim to achieve with this funding.
Timeline: Give an idea of how long you expect this funding round to sustain your operations.
Future Funding: If relevant, hint at your plans for future funding rounds.
Current Investor Interest: If you have commitments or strong interest from other investors, consider mentioning this (without naming names unless you have permission).
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Remember, the Ask slide is not just about the numbers—it's about demonstrating the value proposition for investors. You're not just asking for money; you're offering an opportunity to be part of your company's growth story.

Tips for creating an effective Fundraising/Ask slide:

Be specific: Clearly state how much you're raising and at what valuation.
Explain the use of funds: Outline how you plan to use the investment.
Show milestones: Indicate what key objectives the funding will help you achieve.
Demonstrate value: If you have interested investors or term sheets, mention them (without naming names).
Be prepared: Anticipate questions about your ask and have detailed answers ready.

Conclusion

Creating a compelling pitch deck is both an art and a science. It requires a deep understanding of your business, market, and audience. By following the structure and tips outlined in this guide, you'll be well on your way to crafting a pitch deck that informs and excites potential investors about your company's potential.

Remember, your pitch deck should tell a cohesive story. It should take investors on a journey from the problem you're solving through your innovative solution to the exciting future you're building. Each slide should flow logically into the next, building a compelling case for why your company is a great investment opportunity.

Key takeaways for creating an effective pitch deck:

Keep it concise: Aim for 10-20 slides that can be presented in under 20 minutes.
Tell a story: Use a narrative structure to make your pitch memorable and engaging.
Know your audience: Tailor your pitch to the specific investors you're presenting to.
Use visuals: Incorporate charts, graphs, and images to make your deck visually appealing and easy to understand.
Be prepared: Anticipate questions and have backup slides with more detailed information if needed.
Practice: Rehearse your pitch multiple times to ensure smooth delivery.
Regularly update your pitch deck with your latest traction and achievements.

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Creating a pitch deck is an iterative process. Don't be afraid to seek feedback and refine your presentation over time. With persistence and a well-crafted pitch deck, you'll be well-equipped to secure the funding you need to turn your startup vision into reality.

Remember, your pitch deck is often your first impression with potential investors. Make it count!