We were working with a cannabis startup a few months ago, and as we sat down to discuss their pitch deck, their Founder threw out a question that seemed innocent enough at first but really got us thinking. “How much do we really need to show investors about the product itself?” The answer, of course, is more than you think. But here’s the catch—what you show and how you show it is just as important as the product itself. For cannabis startups, pitching isn’t just about presenting numbers or flashy product shots; it’s about weaving a narrative that draws in investors, convinces them that you’re serious about your business, and builds trust in your brand’s potential.
We’ve worked with 2 cannabis startups on their pitch decks. And with each one, we’ve noticed a common thread: founders tend to underestimate the value of storytelling. They often think they need to be overly technical or focus entirely on data points that might look good on paper but fail to communicate the true value of their business. In this blog, we’ll cover why storytelling, combined with thoughtful design, is your ticket to a winning cannabis startup pitch deck.
How to Make a Cannabis Startup Pitch Deck
Start with the Narrative, Not the Product
The cannabis industry is filled with entrepreneurs who have a deep passion for their products. And that’s great, but here’s the thing: your pitch isn’t just about the product. Investors don’t want a laundry list of features or a detailed rundown of your latest strain. They want to know how your company fits into the bigger picture, how it solves real-world problems, and why it has the potential to scale. This is where storytelling comes in.
You need to create a narrative that resonates with your audience. Yes, investors care about the product, but they’re also making a bet on you—the founder—and your vision for the future. To really capture their attention, you need to tell a story that shows how your cannabis startup fits into the market, what makes you unique, and where you’re going. In our experience, the most successful pitch decks don't just talk about what the product is but why the product matters.
Understand Your Audience and Align Your Story
Another common mistake cannabis startups make is pitching to investors as though they’re all the same. They might approach the deck the same way whether they’re talking to an angel investor, a venture capitalist, or a family office. But that’s a huge mistake. Your storytelling needs to align with the interests and motivations of the specific investors you’re targeting.
For instance, venture capitalists are often looking for rapid growth potential and scalability. They want to hear about how your product can reach mass adoption, how the market will evolve, and how you’ll dominate your niche. Your story needs to be framed around these themes—positioning your cannabis startup as not just a business but an investment that will offer significant returns. This could mean focusing on how your brand differentiates itself, the size of the market, and your ability to scale quickly.
On the other hand, if you’re targeting angel investors who might have a more personal interest in the cannabis space, your story could revolve more around the personal mission behind your startup. These investors are likely to connect with founders who have a genuine passion for the plant and its potential. If your story includes your journey into the cannabis world, the positive impact you’ve seen it have on people’s lives, and the social responsibility aspect of your brand, you’ll be more likely to capture their attention.
Design that Speaks as Loudly as the Story
Once your story is solid, it’s time to look at the design. Let’s get this out of the way: design matters. Good design is not about making your deck “pretty”—it’s about making it functional and easy to digest. We’ve worked with a lot of startups, and we’ve seen firsthand how bad design can ruin an otherwise good pitch. The information might be compelling, but if it’s buried under cluttered slides and unorganized data, investors will check out before you even get to the good stuff.
One thing we emphasize with our clients is to avoid the urge to overload a slide with text. It’s tempting to throw every fact or figure you can think of on a slide to prove your point. But too much information leads to confusion and disengagement. Instead, focus on key messages and pair them with visuals that enhance the story. For example, instead of listing every potential use case for your product, show a visual that highlights how it fits into the lives of your target audience. Tell a story through imagery and design that complements the narrative you’re crafting.
Be Data-Driven, But Don’t Get Lost in the Numbers
It’s no secret that investors love data. They want to know the size of the market, your projected growth, and how your company is performing compared to competitors. But here’s the thing: numbers alone don’t tell the full story. Sure, you need to show that there’s demand, but you also need to explain why that demand exists and how your company is uniquely positioned to capture it.
Don’t fall into the trap of listing a bunch of numbers without context. Every data point you include should serve the story you’re telling.
For example, instead of just saying the cannabis market is projected to grow by X%, frame it within the larger narrative. Show how that growth aligns with your brand’s mission, how your product fits into consumer trends, and why your team is best equipped to capitalize on this shift. If you’re showing market trends or competitor analysis, make sure the data is tied to a larger strategic point.
Make It Personal, But Keep It Professional
It’s natural to want to inject your personal journey into the pitch—it’s part of what makes the business unique. But there’s a fine line between passion and sentimentality. Investors want to feel your passion, but they also want to know you’re running a business, not just following a hobby. Be authentic but keep the focus on your company’s vision and the results it can deliver.
For example, one cannabis startup we worked with wanted to focus heavily on the personal story of the founder, who had struggled with chronic pain and found relief in cannabis. While this story was compelling and important, we helped them understand that the focus should be on how that personal experience translated into a brand that could change the lives of others.
Know When to Keep It Simple
A common trap many cannabis startups fall into is overcomplicating their pitch. The truth is, simplicity is key. Your pitch deck should be clear, concise, and straightforward. You don’t need to have a slide for every little detail of your business. Focus on the essentials: the problem you’re solving, the solution you offer, how you’ll scale, and why your team is the one to make it happen.
If you’re working on a cannabis pitch deck, we’ll tell you right now—don’t overdo it with too much jargon.
While it’s tempting to show off your industry knowledge, using complicated terminology or insider speak can alienate investors who might not be familiar with the specifics of the cannabis space. Keep it accessible. Your goal is to be clear and persuasive, not to confuse your audience.
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