What is a "pitch deck"?
A pitch deck is a brief presentation used by entrepreneurs and startup founders to provide an overview of their business to potential investors or partners. The primary goal of a pitch deck is to convey the value and potential of the business in a clear and concise manner, typically during a meeting or as part of a pitch to secure funding. Pitch decks are commonly used in fundraising, especially during early-stage investment rounds, where they serve as a visual aid to support the entrepreneur’s verbal presentation.
Pitch decks typically consist of 15 to 20 slides in a pdf, each covering key aspects of the business, such as the problem being solved, the proposed solution, the business model, market opportunity, and financial projections. The content should be visually appealing and easy to understand while providing enough detail to capture the interest of the audience. For instance, Airbnb’s early pitch deck emphasized the simplicity of the concept—allowing people to rent out extra space to travelers—while showcasing the potential market size and growth opportunities. This approach helped attract early investors by demonstrating both the business idea and its scalability.
A typical pitch deck begins with an Overview page, giving a summary of the key points covered in the deck. The next page is often an introduction to the problem the startup is addressing. This is a critical slide because it sets the stage for why the business exists and why it matters. For example, if a startup is developing a mobile app for mental health, the pitch deck might begin by discussing the rising need for accessible mental health resources and the limitations of current solutions. This introduction helps frame the rest of the presentation by demonstrating a clear and compelling problem that the startup aims to solve.
Next, the pitch deck usually presents the solution, which is the product or service the startup is offering to address the identified problem. This slide should focus on how the product works and why it’s better than existing alternatives. For instance, the Dropbox pitch deck illustrated how its cloud storage solution was easier and more convenient than traditional methods of file sharing. This allowed investors to quickly grasp what the company was offering and why it had the potential to succeed in a crowded market.
Another important component of the pitch deck is the market opportunity slide. This slide explains the target market for the product or service and provides data on market size, growth potential, and customer demographics. The goal is to show that there is a large, addressable market for the solution, making the business a worthwhile investment. For example, when Uber pitched to early investors, its deck highlighted the massive global transportation industry, positioning Uber as a revolutionary new way for people to get around, tapping into an enormous market.
The business model slide outlines how the company plans to generate revenue. Investors want to know how the company will make money and whether that model is scalable and sustainable. For instance, Spotify’s pitch deck explained its freemium model, where users could access the basic version of the music streaming service for free while offering premium features for a subscription fee. The pitch deck demonstrated how this model could attract a large user base while still generating significant revenue from paying customers.
Pitch decks also typically include a slide on traction, which highlights the company’s progress and milestones achieved so far. If the startup has already acquired customers, publicity, partnerships, or key product developments, this is where that information should be presented. For example, the Tinder pitch deck showed its rapid user growth and high engagement rates, which helped demonstrate that the product was gaining momentum in the market. Traction is crucial because it provides proof that the business is moving in the right direction.
The pitch deck should also include financial projections, which give investors an idea of the company’s potential profitability and financial sustainability. This slide typically covers projected revenue and expenses, and key financial metrics for the next few years. For instance, a startup might project significant revenue growth over the next three to five years, along with anticipated costs and timelines for reaching profitability. While these projections are often based on assumptions, they help investors understand the company’s financial goals and the expected return on investment. If the pitch deck only shows slow growth over time, most professional investors will not be interested.
Another critical slide in a pitch deck is the team slide, which highlights the key members of the startup’s leadership team and their experience and qualifications. Investors are not only betting on the business idea but also on the people behind it. A strong team with relevant experience can increase investor confidence. For example, the LinkedIn pitch deck highlighted the founders’ backgrounds in technology and entrepreneurship, helping investors trust that they had the expertise needed to build a successful platform.
Finally, pitch decks often conclude with a call to action, which specifies what the founders are seeking from investors. This might include the amount of funding the company is looking to raise, how those funds will be used, and any other forms of support needed. For example, a startup might be seeking $1 million in seed funding to develop its product further, scale its marketing efforts, and hire additional staff. Investors also want to know how long the funding will last and what key milestones will be achieved with the funding.
For more information and a sample pitch deck, see A Guide to Pitch Decks for Startup Fundraising.
