How to build your pitch deck
Twelve parts that together make a presentation that holds up, whether the recipient is a jury, an investor or a future customer.
The twelve parts
1. Introduction
Start with a short introduction: who you are, a description of the company or yourself, and the purpose of the pitch. Define your vision or goal so you can tie it back to the purpose and the problem. Think about who the pitch is for and capture their interest immediately.
2. The problem
Define the problem or need you intend to solve. Who has it, to what extent, and how big is it? What are you basing this on? Market research, interviews? Use credible sources. This is the single most central point of the whole deck.
3. Solution
Describe the solution and the value it creates for your target group. Does anyone beyond that group benefit, for instance from a sustainability perspective?
4. Product or service
Show the product or service. A sketch or prototype goes a long way. Demonstrate the most relevant features at a high level; a pitch deck is a concise, persuasive presentation, not a manual.
5. Verification
What evidence do you have that you actually solve the problem? Has the target group or customer tested it, and have you used their feedback to develop the idea further?
6. Team
Describe the team, the roles and who does what. Why are your skills the right ones for building a scalable company? Is the team well composed? Do you complement each other?
7. Market
What does the market look like and how big is it, preferably in figures? Which market will you operate in and why? What share could you take? If no market exists yet, estimate how large it could become. Does your offering have the potential to grow into more markets? Explain how.
8. Competitors
Account for other players and how your offering differs, both from direct competitors and from indirect ones, such as substitutes. In a new market: describe how customers solve the problem today. Market shares (their current share and your intended share) are a plus.
9. Business model
Show how the company will make money: advertising, subscription, direct purchase? How does the customer pay? Is the customer also the user, or someone else, and how are they connected? Tie the model to your budget.
10. Budget and funding
Describe the budget and capital needs. How much must you sell to break even, and how do you manage liquidity until then? If the deck is aimed at investors this is central: how much capital you seek, what for, and the potential return.
11. Contact details
Last but not least: make it easy to get in touch. Name, role, email and phone.
Good luck!
If you need inspiration, Venture Cup's test case Venture Ice Cup is available at venturecup.se, an example of what a finished pitch deck can look like.