Making a Pitch Deck | All-in-one Proven Guideline

How to make a pitch deck

What is a pitch deck?

A pitch deck presents the essential points of a project to arouse the interest of potential investors for a project and make them want to study it and finance it. It must present the project, its feasibility, and its potential and, above all, tell a story that includes information on the project’s origin and the founding team.

Writing a pitch deck isn’t easy, especially when you don’t know how to do it. Its objective is to hold attention, so it must be synthetic and visual. The quality of the text is also an essential element.

Before developing your presentation, consider consulting examples of pitch decks on the web. There are many sites featuring the best pitch decks or those of the most well-known startups. It’s up to you to find the ones that speak to you the most.

How to make a pitch deck with quality?

The pitch deck is based on one fundamental element: being simple and easy to understand, regardless of the complexity of your project. Anyone should be able to understand your project’s stakes and interests. He must also want to follow your presentation to the end! Both of these aspects require work.

Most often, what is difficult is to manage to get out of the project, to leave our costume of technician or professional of the sector to put on that of presenter or teacher because it is not a question of explaining the project by presenting the detailed aspects of its mechanics and technical relevance. But on the contrary, popularize it by highlighting its objective, potential, and commercial mechanics using short sentences and simple words.

A quality pitch deck must attract attention, provide the information necessary to explain the project and convince the reader to embark on the adventure with you. It must therefore meet formal and substantive conditions.

What are the rules for presenting a good pitch deck?

Here is a list of presentation rules to help you craft a compelling pitch deck.

Content presentation:

  • Ideally, you must present 3 pieces of information, figures, or elements per slide.
  • Show business growth chronologically.
  • Present the founding team on a single slide to show its coherence and group spirit.
  • Illustrate the problem and your solution with a striking slide.
  • Remember to insert a slide with your contact details and a way to contact you.

Organizing the slides of a pitch deck

  • Place your company presentation and vital stats at the start of your pitch deck.
  • Use the whole slide to present your illustrations (infographics, graphs, diagrams, diagrams).
  • Keep an identical layout to present problems and solutions.
  • If a text is essential and needs to be exposed on several slides, do it using visuals.
  • If your presentation is long, consider changing the layout of the slides to avoid boredom.

Keep the reader’s attention

  • Grab attention with a striking and relevant quote.
  • Illustrate your pitch deck with icon illustrations.
  • Use the contrast between colors to bring out important points.
  • Place your text next to background images and not above them.
  • Present your great parties with minimalist slides to draw attention to the subject.
  • Reserve icons for important elements (headings, numbers, features…).
  • Use images and an overall theme consistent with your project.
  • Choose gradients or different colors, and break down the main ideas of your pitch deck.
  • When you refer people, create profiles, personalize them.

The choice of slides

  • Be concise, use as few slides as possible, and limit yourself to the most important data.
  • Standardize your diagrams and graphs to facilitate understanding.
  • If necessary, consider integrating screenshots for better immersion of your interlocutors.

Elements of a pitch deck

The pitch deck does not follow a pre-established plan; everyone organizes their presentation as they wish, depending on the nature of the company, the elements to be highlighted, and the story you want to tell.

The idea is, all the same, to start with what is important and funding for the project. For some, it will be the nature of the problem and the solution. For other more advanced projects, it will be the team, its experience, and its first successes; for still others, it will be their innovation and the exclusive advantage that this gives them in the target market.

However, the pitch deck must tell an authentic story to create a connection with the audience and include a number of elements that we describe below.

The problem to be solved

To be able to develop, a company must offer to solve a problem for prospects. The commercial exchange will be done if the customer considers that the solution will allow him to fulfill his desire, solve his problem, and remove his lack.

Of course, not all market needs are expressed as a problem. However, for a startup, the desires, difficulties, or needs. Represent business opportunities. One can develop an activity by responding to these commercial opportunities.

The pitch deck must unequivocally highlight the relevance of the response provided.

The solution

The pitch deck must demonstrate that the solution proposed by the company is the best to meet the target’s needs. To support the presentation of its solution, the company can list its product’s benefits and functionalities and its differentiating points.

The presentation of the product can be done through:

  • From a live demonstration.
  • From a video.
  • Screenshots.

The market

The presentation should identify and introduce the target market. It must define, measure, and demonstrate that its size is sufficient to allow the company to develop. It is also necessary to demonstrate that the company knows the market (competitors, prescribers, products, etc.) and masters the go-to-market or how to find and contact potential customers.

You must explain how you intend to develop your commercial attraction in the short, medium, and long term. The elements provided must be clear, concrete, and quantified.

The commercial offer

The presentation of the product or service concerned is often tricky on several counts:

  • Live presentations carry a significant risk of error.
  • Certain technical attractions do not always appear obvious to the uninitiated,
  • Competitive advantages can also be challenging to identify.

It may be interesting to insert screenshots, photos, videos, or any other means to demonstrate an interest in the offer.

Valuation of the offer

The commercial value of a product or service depends on many market-related criteria that can be difficult to grasp.

The value you will indicate in your pitch deck is a delicate and fundamental subject because it essentially conditions the credibility of your intervention. It must be simultaneously realistic, ambitious, and reasonable, squaring the circle! To achieve this, we must find concrete arguments:

  • Your value proposition. This must, in one sentence, present the undeniable interest that your offer brings to the target market. Work it carefully, like a slogan or a marketing baseline, except that it serves to present your offer.
  • The perceived value. Users provide perceived value. It can be very different from what you think and sometimes even very diverse depending on its use. It may be interesting to present 3 to 5 opinions from users who find the offer innovative and relevant.

Consider highlighting how your business stands out from the competition.

The timeline

The timeline or timeline is the illustrated representation of the evolution of your business in chronological form. It goes from the company’s creation until the day of the presentation of the pitch deck and a few months before. It must allow the auditor to project himself by highlighting the events and the important phases of the company’s evolution and its activity (integration of a new partner, redesign of the software, first contract, turnover record, …). It should also show future goals.

Your interlocutor must feel the company evolve through your timeline. This should help him share your success, to feel that the process is underway and that it is time to join you to benefit from the development to come.

To do this, it must be simple, readable, and consistent. Go to the essentials. Only use impactful elements that enhance your career and highlight the project’s success.

The timeline must not omit pivots or errors. It’s part of the adventure and shows your ability to bounce back.

Finally, it is necessary to show the objectives for 1 or 2 years (turnover, number of customers, team size, new functionalities, etc.).

Business model and profitability

Business model and profitability

The business model or economic model is somewhat the recipe that allows the activity to be profitable. This is an important point that should not be questioned. Investors who do not understand your business model and your metrics or KPIs will not take the risk of investing in your project.

The business model and KPIs presentation must be clear and concise, which should not prevent you from mastering them 100% and talking about them confidently. Generally, during the exchanges resulting from the business model presentation, an investor directs his choice.

The business model

For the presentation of the business model, it is necessary to go to the essentials while avoiding going into details. It is preferable to avoid presentations of overly complex economic models.

The presentation of the team

Why introduce the team?

While it may be difficult to believe that more is bet on a team than on a project, it is, on the other hand, obvious that an investor will not participate in the financing of a project if he is not convinced of the capacity of the team to successfully complete the project.

What to put in the presentation?

To attract an investor, the project initiator of an innovative company must imperatively endeavor to compose a team with the capacities, competence, and will to carry out the project.

The presentation should include a slide introducing each key person and explaining their role and importance to the project. Ideally, the presentation will include:

  • A photo of the person.
  • A summary of their background and skills.
  • A summary of the actions taken in the company or elsewhere.

Who to present?

No need to integrate everyone. Only crucial people who can bring added value and credibility to the project should be presented. A collaborator who worked at Google gives credibility to a website project that should naturally reference itself, much less develop a connected object.


KPIs measure the activity’s traction and the acquisition rate of new customers. They must demonstrate that the company has been launched, its economic model is relevant, and the significant risks have passed.

The CTA (call to action)

The goal of a pitch deck is to grow funds. Once the investors have all the information on the project presented, the company must detail its financing needs to implement it. It must indicate the amount needed and explain how it intends to use it to encourage investors to enter the capital.

How to conclude a pitch deck?

Your pitch deck is certainly not the only one your investor will watch or read during the day, so you have to help him memorize the essential elements.

Remember to make each page impactful and end with your slogan, vision, and the essential steps of your pitch. Remember to mark the spirits positively.

The pitch deck is a document that requires significant work to be simple and readable while providing all the information necessary for the success of your project.

It must also, and above all, make an impression and be creative to find the illustrations, images, and texts that are appropriate for the reader to understand your project, perceive its economic potential, and be confident of its commercial relevance and your ability to lead the entrepreneurial adventure with your team.


How long should a pitch deck be?

A pitch deck should be as long as it has to be to get your argument across. That said, most decks are between 10 and 20 slides. If you realize that you’re going beyond 20 slides, ask yourself if every slide is absolutely crucial to make your point.

How many slides do pitch decks need to have?

A pitch deck may contain fewer or more slides depending on the objective and target audience. For instance, if you’re pitching to potential investors, you might want to include more slides that provide data about your market and business model. However, if you’re pitching to a potential partner, you might want to focus more on your product and how it would complement their existing offerings. In general, most pitch decks have between 10 and 20 slides.

How much is the cost of a pitch deck?

Even when hiring online, the starting price for a complete pitch deck should be no less than $500 for quality presentation design in the hands of a supplier with experience in developing pitch deck material. This price may easily increase to $2,000 or even $5,000.

How do you make a problem slide pitch deck?

A problem slide is one of the most important slides in your deck because it’s where you lay out the challenge that your business is solving.

To make a strong problem slide, start by identifying the main pain points that your target market is facing.

Then, use data to back up your claims. This could be data from surveys, research reports, or customer data.

Finally, make a point of outlining how your solution is distinct from that of your rivals and how it solves the problem.

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