Elements to Include in a Pitch Deck

Though every pitch deck outline is different, here are some essential pieces of information that yours should include:

• Introduction - The first slide should introduce the pitch deck and explain the business in simple and clearly understood terms. Businesses typically include a unique value proposition as part of their first slide, which compares their products and services to another established company.
• Problem - The pitch deck needs to explain a problem the business’s target market faces. This information will demonstrate the necessity of your product or service in the marketplace.
• Target Market -A target market is a group of people that share common characteristics. Every service or product is aimed at a specific group, and yours should be featured in your pitch deck. Include information on the competitive landscape in which your business exists and the market opportunity to succeed in that landscape. What is the market size for products or services like those offered by the business?
• Solution -The solution slide should state the way(s) in which the business solves the problems that your target market is facing. The best way to relay this information is through a narrative approach—provide relatable stories of customers using these products to improve their lives. Support those statements with descriptions and visuals of the products or services themselves, including photographs, screenshots, or even video of a physical demo.
• Traction -This slide validates the company’s business model by showing any month-over-month growth through early sales and support. The goal is to reduce any fear of risk in potential investors. This slide can include a simple bullet pointlist of milestones such as the number of users, annual revenue return rate, and profit margins.
• Marketing and Sales Strategy -It’s important to detail how the product will be advertised and sold to its market. Investors will use this information to leverage a company’s understanding of the market size, and how its marketing approach differs from its competition.
• Competition -Include information on the qualities that set your product or service apart from other entities or alternatives in its market—you can pull this information from your competitive analysis.
• Team -The team slide will underscore a company’s management team’s expertise and capabilities to market and sell a product. Listing the key team members (and co-founders if applicable) and detail how their expertise and previous experience can help establish the company’s competitive advantage.
• Financials -Investors will typically want to see a company’s financial health for a period of three to five years, including income statements, projected growth, and information on the business model itself. Infographics, such as pie charts or bar graphs, will be more effective in presenting the information than listing numbers. The information on the traction slide may help to corroborate projected figures.
• Investments and Funding -Sometimes, entrepreneurs will craft a pitch deck that forgets a key piece of information: the amount of money needed to fund the project. It’s important to include that detail and note how the funding will be spent to help the company reach its goals. This explanation will build much-needed trust with investors.

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