"We’re pitching to investors next week, but I’ve got the slides mostly done. It’s just a matter of polishing them, right?"
The voice on the other end of the call was confident yet cautious. Our Creative Director paused for a moment, then responded: "Not quite. Polishing helps, but the real question is: does your pitch deck check all the boxes? A deck isn’t just slides; it’s a system. You need to ensure every element works cohesively to tell your story, answer investors’ questions, and leave them convinced that your idea is the one to back."
This conversation, like so many others, sparked today’s blog. As a presentation design agency, we often encounter clients who are unsure of what their pitch decks need to succeed. It’s not about adding flashy visuals or squeezing in every piece of data—it’s about ensuring your deck is complete, balanced, and impactful.
In this blog, we’ll unpack a comprehensive pitch deck checklist to guide you through crafting a deck that delivers. We’re here to empathize with your struggles, clear up common misconceptions, and help you build a pitch deck that inspires confidence. Let’s dive in.
Why You Need a Pitch Deck Checklist
It’s easy to get lost in the weeds when preparing a pitch deck. You’re juggling multiple tasks—fine-tuning your product, speaking with potential investors, trying to nail your messaging—and suddenly, your deck becomes a last-minute rush job. Yet, this is the one chance to make a lasting impression. In fact, a well-crafted pitch deck can be the difference between a "Yes" and a "Thanks, but no thanks."
So, why exactly do you need a pitch deck checklist? Think of it as a map to guide you through the often-overwhelming process of building your deck. Without a roadmap, it’s easy to forget key details or get sidetracked by small elements that don’t matter. By following a checklist, you ensure that your deck has the right structure, the right visuals, and the right content to leave a memorable impact.
We’ve seen many clients come to us with decks that were too cluttered, too vague, or simply didn’t tell a compelling story. A checklist helps you avoid all of this, making sure every slide serves a purpose and drives your narrative forward.
The Core of Your Pitch Deck: What Needs to Be in There
So, what exactly should be in a pitch deck? It’s tempting to try and cover every angle of your business or product, but simplicity and clarity are key. You need to tell your story in a way that’s both compelling and easy to digest.
Let’s break it down.
1. The Hook (Your Opening Slide)
This is the wow factor, the first impression. You’ve got mere seconds to grab your audience’s attention. Your opening slide should have a bold statement, tagline, or visual that immediately communicates your company’s value.
Here’s what you’ll want to include:
Company name and logo: Obvious, right? But it’s still essential.
Tagline or elevator pitch: This should be a clear, concise statement that tells your audience what your company does and why it matters.
Visuals: Use visuals that communicate your message quickly. This could be a compelling image or a simple graphic that represents your solution.
Here’s a pro tip: Imagine your audience knows nothing about you. If this were the only slide they saw, would they understand what your company does and why it matters?
2. The Problem (Speak to Their Pain)
We’ve all been there—struggling with a problem we can’t solve. When building a pitch deck, your job is to articulate the problem that your product or service solves. But don’t just say, “There’s a problem.” Dive into specifics, show how big the problem is, and why it needs to be fixed.
For instance, don’t say “Managing inventory is difficult.” Instead, go deeper: “80% of warehouse managers struggle with overstocking or understocking, leading to a 20% revenue loss annually.” This way, you’re painting a clearer, more compelling picture.
Here’s why this matters: Investors need to know that you understand the problem inside and out. You want them to think, “Wow, they really get it. This is a problem worth solving.” Plus, you’re setting the stage for the solution you’re about to present.
3. The Solution (Your Hero Moment)
Once you’ve hooked your audience with the problem, now’s the time to introduce your solution. This is where you shine. But don’t overwhelm them with too many technical details. Keep it simple and focused.
This slide should convey:
How your solution addresses the problem: Be clear and direct. Don’t beat around the bush.
Unique selling points (USPs): What makes your solution stand out from the competition? How is it different or better?
Value proposition: What tangible benefits do customers get from your solution?
Don’t just say your solution is “revolutionary” or “game-changing.” Back it up with examples, data, or customer testimonials if possible. Investors want to see proof, not just promises.
4. Market Opportunity (Show Them the Numbers)
We get it—talking about numbers is never the most exciting part. But when it comes to pitch decks, your market opportunity slide is crucial. You need to show the size of the market, the demand for your product, and how you plan to capture your share.
Here’s what you should cover:
Total Addressable Market (TAM): This is the overall revenue opportunity available if you were to capture 100% of the market.
Serviceable Available Market (SAM): This is the segment of the TAM that you can realistically target based on factors like geography, demographics, or industry.
Market Growth: Show how the market is expanding over time. This can be compelling when making the case for long-term potential.
Tip: Use visuals like graphs, charts, or infographics to make your data digestible and visually appealing. Numbers alone can be hard to grasp, but when paired with visuals, they tell a clearer story.
5. The Plan (Your Roadmap to Success)
Once you’ve piqued their interest, it’s time to show them how you plan to execute your vision. This section is about your strategy and milestones.
It’s important to break this down into clear, digestible phases:
Short-term goals: What are you doing right now to build momentum?
Mid-term goals: What milestones do you need to hit in the next 12 to 24 months?
Long-term goals: How do you envision your company growing over the next 3 to 5 years?
By breaking your strategy down into phases, you’re giving investors a roadmap to follow, which helps them understand the direction you’re heading and how you plan to get there.
6. The Team (People Make It Happen)
This is where you show off your team. The people behind your company are what bring the idea to life. This slide should focus on key team members and their expertise.
Here’s how to present your team effectively:
Name and title: Keep it simple and direct.
Relevant experience: Highlight why each team member is uniquely qualified to execute your plan.
Brief, impactful sentences: Don’t get bogged down in resumes. Focus on what each person brings to the table and how they contribute to the mission.
It’s also important to show why your team is set up for success. Investors want to know that you have the right people to get the job done.
7. Financials (Show Them the Money)
Now, we know this is where things can get a bit uncomfortable. Financials are often the most dreaded part of a pitch deck. But here’s the truth: Investors want to see numbers. They want to understand your revenue model, how you plan to make money, and how you’re going to scale.
This slide should answer these critical questions:
Revenue projections: What does your revenue look like for the next 3 to 5 years? This is a projection based on your market opportunity, pricing model, and expected growth.
Expenses: What will it cost to run your business? Be transparent here—investors need to know how much capital you’ll need to bring your vision to life.
Cash flow: Investors want to know how you’re going to maintain positive cash flow and when you anticipate profitability.
Break-even point: How long will it take to become profitable? This is important for setting realistic expectations.
It’s essential to present these numbers clearly, so use graphs, charts, or tables to help make them more digestible. But don’t hide behind the numbers. Provide context for them: Why will your company hit these revenue targets? What are the key drivers behind your financial forecast?
Pro tip: While it's tempting to overpromise, be realistic. Investors can spot overly optimistic financials from a mile away. Stay grounded in your projections and back them up with data.
8. The Competition (Who Are You Up Against?)
Every market has competitors—whether direct or indirect. When it comes to investors, they want to know how your solution stacks up against others in the field. Don’t make the mistake of pretending there are no competitors or that you’re the only game in town.
Here’s how you should approach the competition slide:
Competitive landscape: Show who your competitors are, both direct and indirect. For example, if you’re creating an AI-powered tool for project management, your direct competitors might be tools like Monday.com or Asana, while indirect competitors could be email-based systems or manual processes.
Differentiation: This is where you explain why your solution is better. Are you offering a unique feature that competitors lack? Is your pricing structure more flexible? Do you have a deeper understanding of the customer’s pain points?
One way to present this information is through a comparison table, where you list key features and how your company fares versus competitors. But keep it respectful—avoid bashing your competition. Instead, focus on how your solution is positioned to serve a specific niche or market need.
9. Traction (Show You're Already Moving)
This is where you show that things are happening. Investors want to know that you’re not just an idea, but a company that’s already making strides toward success. Your traction slide should focus on:
Milestones achieved: Have you launched a beta version? Signed up users? Reached key partnerships? Highlight the achievements that demonstrate progress.
Customer testimonials: Positive feedback from early users or clients can go a long way in validating your product.
Key metrics: Show metrics that demonstrate growth, such as user acquisition rates, engagement levels, or revenue numbers.
This is also the perfect place to showcase any media attention or awards you’ve received, as these third-party endorsements can significantly boost credibility.
Don’t have massive traction yet? That’s okay—highlight what you’re working toward and what you need to hit your next milestones. Just be honest about where you are, and investors will appreciate your transparency.
10. The Ask (What Are You Looking For?)
This is the final piece of the puzzle: the ask. What do you need from investors? This slide should be crystal clear. Here’s what it should include:
Funding amount: How much are you asking for? Be specific. If you need $500,000, say so. Don’t leave it vague.
Use of funds: Investors want to know how you plan to use the money. Will it go toward product development, marketing, or hiring talent? Make it clear so they know you have a well-thought-out plan for deploying the capital.
Equity: If applicable, include what percentage of your company you’re offering in exchange for the investment.
This slide should be brief, but it’s the most important one. Investors will appreciate your clarity and honesty about what you need to move your business forward.
11. The Closing Slide (Leave Them Wanting More)
Your last slide is just as important as your first. After all, this is the last thing investors will see, so you want it to leave a lasting impression. This slide should be simple, yet powerful.
Here’s what it should include:
Call to action: What do you want the investor to do next? Do you want them to schedule a meeting? Request more information? Make it clear.
Contact information: Include your email address and phone number so they can easily reach out.
Thank you: A simple thank you is a nice way to wrap things up on a positive note.
A clean, visually appealing closing slide with your contact information ensures that the conversation doesn’t just end there. You want the investor to feel compelled to reach out and take the next step.
Work with our team
At Ink Narrates, we’ve worked with countless startups and entrepreneurs to craft pitch decks that have secured funding and made an impact. If you need help making sure your pitch deck checks all the boxes, don’t hesitate to reach out. We’re here to help you turn your ideas into a visual story that gets results.
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