The pitch deck is your key selling document, the shop window to your company and, as such, demands both style and substance: a good pitch deck is watertight in its breakdown of the numbers and facts; a great pitch deck gets investors excited. To make ours as visually appealing as possible, we made the most of our internal Design team to prepare attractive slides (see Qonto’s pitch deck overview below).
In terms of content, it should make explicit:
- Your company vision
- Addressable market: how big is your business opportunity?
- Your value proposition, strategy and positioning
- Your product roadmap
- Your ambition and future plan
- Your company’s financials
The pitch deck should be concise and absolutely crystal clear. You need to be prepared to go through it over and over again until your company story flows seamlessly and you know it by heart. It is important to keep iterating and revising until the story feels perfect. This should be reflected in your equity story, which is a concise summary of your pitch deck that should be linked directly to the overall story and that ought to be prepared well in advance.
An equity story lists all the compelling reasons why investors should invest in your company and should fit onto one slide. It will typically show the market opportunity, your past successes and milestones, your core competencies and differentiators compared to the rest of the market, your strategy and ambition. You should really own this piece as this will determine how you tell your story to investors.
You should adapt the content of your pitch deck to the stage of investment you’re seeking: at a seed or early funding round, the pitch deck is more about the vision; for later stage investment, it should resemble an information memorandum, with more detailed data and information.