The Essentials of a Great Pitch Deck (and What Investors Really Look For)

Written By Craig Fletcher

The Essentials of a Great Pitch Deck

Every startup begins with a spark — that moment when an idea feels too good to ignore.
But when it’s time to turn that spark into something investable, storytelling becomes as important as strategy.

Your pitch deck isn’t just a set of slides. It’s your story — distilled, visualised, and designed to make others believe in your vision as much as you do.

Over the years I’ve seen hundreds of decks: some inspired, some confusing, a few exceptional.
The best ones all share a few key traits — not just what they show, but how they make people feel.

Before you even start building slides, it’s worth asking yourself a few tough but essential questions.

First Things First: Should You Even Raise?

Before you think about investors, funding rounds, or valuations, pause for a reality check.

Ask yourself:

  • What’s your ultimate objective? Are you building to sell, to grow, to have fun, or simply to create something meaningful?

  • Do you want external people involved? Investment brings not only capital but also expectations, opinions, and oversight.

  • Can you fund it another way? Bootstrapping, grants, or customer revenue might get you further than you think.

  • Do you need funding at all? Organic growth can be slower but often healthier — and it gives you freedom.

  • Start with why. As Simon Sinek said, “People don’t buy what you do; they buy why you do it.”

  • Are you ready to “start the clock”? Once you take investor money, the expectations begin. Reporting, accountability, growth targets — the works.

If you’ve asked these questions honestly and still believe investment is the right move — great.
Now let’s talk about what makes a deck stand out.

What Makes a Great Deck

A pitch deck should tell a story — clearly, confidently, and with purpose.
It’s not just about data or design. It’s about narrative flow: why your company exists, what problem it solves, and why you are the team to make it happen.

Here’s what every strong deck should include.

1. The Team

Investors back people before they back ideas.

  • Does your team clearly show the skills needed to deliver the product?

  • Who is the visionary leader (the CEO)?

  • Who is responsible for building it (CTO or product lead)?

  • Who are your advisors — the ones adding experience, network, and credibility?

  • What is the why that binds the team together?

A well-balanced, self-aware team inspires confidence. It shows investors that you know your strengths and have a plan for your weaknesses.

2. The Problem

If you can’t clearly define the problem, you don’t yet have a business.

Investors need to see that you understand your audience and their pain points — not just in theory, but through experience.
What’s broken about the current solution? Why does it matter now?

Make it tangible. Make it human. A good problem statement creates tension — the kind your product can resolve.

3. The Product

Now show how you solve it.

  • How does your product address the problem?

  • What’s your moat — the defensibility that keeps others from easily copying you?

  • What’s unique about your approach?

Screenshots are good. Demos are better. Proof is best.
Keep it simple, visual, and focused on outcomes.

4. Route to Market

Even the best products fail without customers.

  • How will you reach your target audience?

  • Which channels actually work, and why?

  • Is your go-to-market plan credible and scalable?

This section often makes or breaks a pitch — investors care deeply about execution.
Show that you know where your audience is and how to reach them efficiently.

5. Addressable Market

Every deck includes a “TAM slide,” but few do it well.

  • How big is your true addressable market — the one you can realistically reach?

  • Can you back up your numbers with credible sources?

  • Are your assumptions reasonable?

Avoid the cliché: “We just need 1% of a billion-dollar market.”
Focus on logic and evidence. Realistic markets are far more convincing than fantasy ones.

6. Use of Funds & Forecast

Show you’ve thought about what happens after the raise.

  • Is your use of funds sensible for your stage?

  • Do your cost allocations reflect your priorities?

  • Are you realistic about burn rate and hiring?

Sales forecasts are often fiction — every investor knows it.
Focus on how you’ll use capital to create measurable progress.
People costs are usually your biggest expense; demonstrate that you understand this and plan accordingly.

7. Runway

Your runway is how long you can operate before running out of cash.

When calculating it:

  • Assume no increase in revenue.

  • If pre-revenue, assume none at all.

Investors expect at least 12–18 months of runway.
Anything less suggests you’ll be fundraising again before you’ve built real traction.

8. Is This a 10x Opportunity?

Most investors are aiming for a potential 10x return on their capital.

  • Based on your valuation, is that realistically possible?

  • Have you shown comparable exits or market trends that support it?

It’s not about overpromising — it’s about showing a believable path to meaningful growth.

Final Thoughts

A great pitch deck isn’t about glossy slides or buzzwords.
It’s about clarity, credibility, and conviction.

It tells a story that makes investors nod — not because you dazzled them with design, but because they believe you can deliver.

And remember: raising money isn’t the goal. Building a great company is.
The deck is just one milestone — a moment to share your vision and align expectations with the people who might join you on the journey.

If you can do that authentically, you’re already halfway there.

Have you seen a pitch deck that really impressed you (or missed the mark)?
Share your thoughts in the comments — I’d love to hear your perspective from either side of the table.

Craig Fletcher