How to create a top pitchdeck

1. Slide rule: keep it brief

The average pitchdeck contains fewer than 20 slides and the closer to 10 you get, the better. Use one or two slides for each of the following: overview, problem, solution, product, team, business model, traction, market opportunity, competition, financials, amount being raised, marketing plan. After noting the key points below, see our suggested template for pitchdeck slides here.

2. Horses for courses: make it relevant

Create two versions of your deck: a snappy, highly visual version which flows alongside your in-person pitch, and another with greater detail to share via email for review.

3. A blank Canva? Select your platform

Microsoft PowerPoint was synonymous with presentations for years until Apple muscled in with its Keynote software, which is free on Macs, iPads and even iPhones. Graphic design website Canva is an excellent free tool containing pre-designed templates which you can access from anywhere.

4. No gimmicks: keep your presentation professional

Choose a professional-looking, minimalistic template which emphasises the strength of your brand without resorting to gimmicks. The content is more important than your PowerPoint prowess. Be sure to select the modern 16:9 aspect ratio rather than the 4:3 displayed on old-school computer monitors.

5. Image is everything, so be visual

A picture is worth a thousand words as human beings associate memories with visuals, so high-quality images highlighting the business need and product itself are crucial. There is nothing an investor hates more than a slide full of text: even in the detailed deck, keep words to a minimum and include any additional info in an appendix at the end.

6. Credibility is key: back up your claims

If you are making a bold statement, be sure to back it up with external validation. Quotes from media outlets or customers about your business will immediately convey a sense of trust and highlighting key statistics without sources are a risky affair.

7. Language barrier: hit the right tone

Who are you pitching at? While it is important to make your content accessible, using informal language could come across as unprofessional. If the investor is going to join you on your journey, they want to know you are serious, so match their language.

8. Path to profitability: a clear business plan

Investors want to be reassured that they are not throwing their cash away. Convey a clear vision, describe the addressable market and highlight your business plan over one, three and five years. Show them your business can be replicated in other markets with the same playbook.

9. The big picture: don't obsess over detail

Don’t be too granular! Startups must be agile to respond to market forces and other unforeseen hurdles, so focus on the key metrics and plan of attack rather than every little detail of the business.

10. And you are...?

The most important slide of the deck is about the management team. Investors look for people they believe in as much as they do a product. Highlight their previous accomplishments and don’t include every employee – you may find your deck is out of date rather quickly if you do!