If you want to raise funds for your company, your pitch deck is a key element to the success of the business. A good pitch arouses the interest of potential investors and leads them to engage further in the conversation.

In this article, we will give you the keys to succeed your pitch deck both visually and through its content. For this, we have used common knowledge, but we have also used the expertise of Mr. Florent Viannay, startups agent at BIC Innov’up, whom we also thank for his participation in writing this article. The goal is to offer you a complete article that provides a simple and functional formula while relying on a practical case that we imagined for the fictional company “Weight Link”.

Presentation and Value Proposition (Slide 1)

Technical side :

Investors receive or see many (too many) decks. The purpose of your cover slide is clear: to generate interest and to make you want to know more.

Communication and visual side:

This first slide must reflect your identity (even more than the others) because it is the first, which will mark the spirit of the jury and allow it to make a first impression of your company. For a good first impression, make beautiful, clean and clear. There is no need to overload your information slide: your name, logo and slogan should be enough to identify you.

For the slogan, try to make a real value proposition! This is a quick one-sentence presentation of your business and the value you provide to your customers. For that, make it short and simple. An excellent way to think about this slide is to imagine it as a tweet: describe your value proposition in 140 character in a way that even your parents can understand what you are doing.

Be very careful if you want to compare yourself to a well-known company: “we are the AirBnb of pets” or “we are the Netflix of video games”. It can work, but it has already been a lot (too much?) used. Make sure that the comparison is logical and not used to indicate growth potential.

The problem (Slides 2 to 4)

Technical side :

Your company or project meets a need. This must be clearly identifiable by potential investors. The objective is therefore to highlight a situation of suffering or lack experienced by the client or the user. It is essential to present the context as simply and objectively as possible, all supported by concrete data. The best is that the investor feels himself concerned by the problem.

Communication and visual side :

In our case, we have two distinct problems because we have two distinct targets (athletes and sedentaries). By separating the two problems, we clear the slides and we allow the jury to see the break between the two cases (including with the complementary color patterns).

Ideally, try to tell a relevant story when you define the problem. The more you make the problem real, the more the jury will understand your business and your goals.

The solution (Slides 5 to 8)

Technical side:

Once the context has been set, present the solution that you have developed and which will answer the problems put forward. The objective is to present a complete overview of your product or service in two or three slides maximum.

The innovative character and your value creation must transpire in this descriptive summary. Be precise, concise and do not forget to include visuals. Find the right balance between the simplicity of the description of your solution and the innovative nature that required R & D. An investor will not necessarily be introduced to your industry and your solution must be both understandable and attractive.

Communication and visual side :

A picture is worth a thousand words, choose pictogram games, clear drawings, pictures, screenshots to show your product. The solution must be concise and comprehensive and clear. The goal is successful if you have managed to make it simple enough for your parents or grandmother to understand your solution.

In our example, we have divided this part into three slides: the first shows the product itself, the second explains the operation by a quick diagram, the third shows the interest of the solution and how it solves the problems . We stay in the logic of the solution and explain why it makes sense while staying in the logic of your presentation by going from the largest (your product) to the most precise (its strengths).

The team (Slides 9 and 10)

Technical side :

An investor focuses on a team, a human potential. Show that you are the individuals in the situation and that you will be able to lead the business or project to the door. Highlight the complementarity of the profiles, the points of expertise and the distribution of capital. Be concise and try to not to confuse the main information. No need to detail your entire CV ! 

Communication and visual side:

To talk about the team, think about putting yourself in image. A photo of you and your team helps to humanize the project, to make it more concrete.

In our example, we imagined a team of three people: a sports CEO who knows the field of sport, a developer who is comfortable with the bluetooth technology that is used in the product to make weight loss at a distance and a designer who has already had the opportunity to work for an application in the sports field. It is important to note also the shares that everyone has in society. To symbolize the three personalities, we have put on a presentation in columns that allows a quick reading. The presence of chips requires to be succinct and to highlight the essential.

The market (Slides 11 to 13)

Technical side:

An innovative solution is good, if there is a market it’s better! Present your market, its outlines and its potential. The goal is to be precise and strategic about the data you handle. Show global numbers to give a scale to your market, but also figures that will present your market in the short term. The investor can get an idea of ​​your commercial roadmap and the next steps.

This is also the time to talk about your competitors, whether direct or indirect. Present things in a simple and readable way so that the investor can quickly see where are your competitive advantages.

Communication and visual side:

In our example, we have highlighted the number of athletes. Because they are essential to the proper functioning of the application, there must be enough of them.

We also put forward figures that we made to show that 85% of the people we interviewed are ready to use this patch, showing a certain maturity of the market. We remain in the graphic chart with color bubbles, thus making a reminder to the logo while allowing to easily identify the different figures put forward.

To that, we have also added a slide with a simple chart that allows you to see at a glance how Weight Link stands out from its competitors.

Business Model (Slides 14 to 15)

Technical side:

The stage of the business model is too often neglected by startups. However, this is an essential element for an investor. How do you make money? By what process? Who pays ? Be complete and clear.

Communication and visual side:

In this slide, we talk about numbers, so we remain clear, direct and precise! Each square corresponds to a price and makes it easy to identify how the money will fit into the Weight Link business.

Market Access Strategy (Slides 16 and 17)

Technical side:

The presentation of your commercial and marketing approach has a dual purpose. The first is to show the investor what (good) ways you will deploy your sales efforts and notoriety. Show that you have anticipated and anticipated these elements. The second is to highlight the costs that this represents in order to highlight the need to raise funds.

Communication and visual side:

In our example, we separated the slide in two since we have two types of targets and each can be touched differently. For this, the product was presented at sporting events, campaigns were set up and strong partnerships were created … all this, allows to legitimize your solution and your request for financing.

We continue to keep the graphic chart with an idea of ​​completion of the colors (yellow / black and black / yellow) with which we play from the beginning. This makes it possible to better support the sporting / sedentary duality. Note that most text appears in white. Indeed, the yellow font on black does not always come out very well and it is better to privilege this for concise elements such as titles.

Forecast Budget (Slides 18 and 19)

Technical side:

You will only be able to put a small amount of data about your financial forecast on your deck. Introduce the most strategic metrics to your business and the inevitable sales and results. Your data must be both ambitious and realistic, be strategic!

Communication and visual side:

Avoid illegible graphics. Prefer key figures and clear graphics.

In our case, we preferred the bar graphs with only highlighting the key figures according to each year and an impacting sentence: the famous “balance” of the company.

Roadmap (Slides 20 to 22)

Technical side:

Finish your deck with a serious and clear roadmap. The goal is to demonstrate to the investor that this is the time for him to invest in your business. Include key milestones in product evolution, marketing and capitalization. You can also add other metrics if your activity warrants it (example: number of followers).

Communication and visual side:

Finally, it’s time to apply for your funding! That’s why you’re doing this pitch deck is not it?

In our case, we have chosen to deride the project while indicating the next steps and what will be the purpose of this fundraising while introducing the fact that it is only a first round of fundraising and that second is scheduled for 2019.

At first, we created a very visual roadmap that allows us to see the different milestones that have happened or will happen.

In a second step, to give an announcement effect, we chose to make a “banner” or “highlight” effect that appears first and delivers the main message. The other information being more annexes, we distilled them by means of chips in order to remain visual and concise.

Thanks and Contact (Slide 23)

This may seem simple and yet some founders forget to include their contact information in their pitchdeck. If you already have social networks, consider adding them as well to provide proof of social legitimacy.

Last tip to finish this article. Your pitch deck must be self-sufficient without your intervention. It will always be better when you present him, but it must also be able to tell a part of your story without you being there to say it. Think about the jury and the investors who may want to review your pitch deck when you will finish your presentation.

If you’d like to get more inspiration from the pitch deck we’ve done for the article, you can download its pdf version here.

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