A Guide to the Best Pitch Deck Ever
By: Brent Butler
Tags: Funding, Business Plan, Investors, Entrepreneur, Pitch Deck

A Guide to the Best Pitch Deck Ever

The pitch deck is one of the most important documents a startup seeking funding will produce. Learn what investors want to see.

If you’re an entrepreneur, and you have a meeting with potential investors, congratulations! You’ve got your foot in the door. Now the pressure’s on not to screw it up. You only have a short window of time to wow them.

In order to get the investment you need, which will help get your company off the ground, you need an amazing pitch deck.

Keep in mind that a business plan and pitch deck are not the same thing. A business plan is a very detailed, 20- to 50-page document that lays out everything a loan officer or potential investor needs to know about your company. A pitch deck, also called a slide deck or pitch presentation, is MUCH shorter. It’s the presentation or slideshow that you play while telling investors about your company. Think of it as the Cliffs notes, the bullet points version, the “Greatest Hits of the 1980s.”

That said, don’t make the mistake of skipping a business plan and going straight to your pitch deck. I’ll explain more about that and why it’s such a terrible idea in a subsequent blog post, but for now, suffice it to say, doing a pitch deck without a business plan is putting the cart before the horse. Don’t do it! Your business plan will be the source material and foundation for your presentation. Additionally, when your pitch is well-received, investors will inevitably request a business plan. You only get one chance, so you can’t afford to be unprepared.

Speaking of being prepared, let’s discuss what to expect when you go into a business pitch presentation. Investors typically schedule pitch meetings in 30-minute intervals and assume your presentation to be about 15 minutes of that time. After the presentation, you can expect a 15-minute Q&A.

Most presentations happen in a conference room, though increasingly, more and more are happening remotely. Regardless of the setting, show up early and make sure your technology works so you’re ready to go when the investors get situated.

Remember that investors are on that side of the table for a reason; most have done what you’re trying to do, and your presentation is certainly not the first pitch they’ve heard. Treat them with respect and take advantage of their guidance; even if they opt not to fund your venture, they will provide you with invaluable feedback that can help you refine your business plan and pitch.

So, without further ado, here is the Masterplans guide to developing a fundable pitch deck presentation. You can see several examples of pitch decks on our website; for this article we selected one of them but if you review them all, you’ll see that the narrative unfolds similarly despite being very different types of businesses.

Before we get to the slides themselves, let’s first lay out some ground rules.

Less is more. A key mistake founders make is trying to put too much into their pitch deck. A commonly cited rule of thumb is to use no more than 20 words on a slide. Investors will also have your business plan, so there’s no need to regurgitate it. We usually suggest waiting until the end to pass out the business plan, so the audience isn’t distracted by it. Keep text to a minimum on each slide, because there’s only so much information the brain can take in. Investors are there to listen and absorb what you’re telling them, not to read. If there’s too much text on one slide, split it into two. Be heard. You can include lots of info in your personal speaker’s notes, but your slides should not be overwhelming. Don’t be afraid to have personality, but at the same time, don’t try too hard either. It should feel natural and authentic. The script for each slide, commonly referred to as “Speaker’s Notes,” should first highlight what is on the slide and then expound upon it. Keep your speaker’s notes to about 150 words per slide (the average person speaks around 130 words per minute). Go pro. A beautiful pitch deck is clean and easy to take in, with consistent design elements. If you have the budget to hire a professional graphic designer to format your deck, you should do so. If you’re going to design your pitch deck yourself, my recommendation is to keep it simple. Pick one main color and one accent color. They should match your logo, if you have one. And make sure you use a consistent font throughout. For imagery, people love photos, but only use licensed images.

The following is an annotated pitch deck we made for a fictional company called Rosa Caroline, designed to complement a sample business plan. (See the Rosa Caroline business plan.)

Slide 1: Cover Slide

The first slide is your cover slide. It sets the design tone for the rest of the presentation, and should very clearly state your company name and logo if you have one. If you don’t have a logo yet, that’s okay, but you should still establish a “look & feel” for your presentation. Often the first slide will be displayed as the audience assembles in the room. When it’s time for the presentation to begin, you should thank the audience for their time and introduce all team members who are present before transitioning to Slide 2, which is when the pitch truly begins.

Slide 2: The Problem/Trend

Your second slide should be a statement identifying the big change or trend in the industry or market. Is it widespread internet access, an app, or another technological development?

Speaker’s Notes:

From a simple facial to Botox to a full facelift, people want to look better, younger, and healthier. With costs decreasing as technology improves and the general public having increased disposable income, the world of medical spas is accessible to more and more people. Medical spas blend the relaxing and pampered experience of a tranquil day spa with expert procedures and services typically only found at a physician’s office.

Slide 3: The Opportunity

Slide 3 should talk about the change, trends, or other relevant data. How much revenue is the new Uber of your industry making? Or how many years have things been trending in this new direction?

Speaker’s Notes:

More people than ever before are seeking out treatments from medical spas as an alternative to more invasive traditional treatments. Over the past decade, the medical esthetics industry has seen incredible growth, with an estimated 4,200 med spas now operating in the U.S. The “medical spas and non-invasive medical esthetics” industry is quickly approaching a value of $10 billion, and the overall market value for health and wellness in the United States is also on the rise: in 2015, it was valued at about $166.5 billion and is expected to reach a staggering $179 billion by 2020.

Slide 4 (Optional): Sense of Urgency

If you choose to, you can then dedicate a slide to the status quo, industry losers, or why current options are failing the specific market. Then, you’ll want to point out winners or where the industry is headed. Back up your claim with trends or a relevant data point of how the market need is not being met.

Speaker’s Notes:

In the last 6 months, over 5,300 Greenville residents have visited a day spa, which forms the Target Addressable Market. It is estimated that approximately 10% of day spa users would also like the services of a medical spa, implying a Serviceable Available Market of at least 500 customers. Yet as of now, there are no medical spas in Greenville or the surrounding area. Stated simply, Greenville needs a medical spa to meet current consumer demand, and if we don’t act now, someone else will.

Slide 5: The Solution

At this point, you’ll transition from industry info to company-specific information.

Speaker’s Notes:

Rosa Caroline will be both a a medical spa and skincare and cosmetics manufacturer based in Greenville, South Carolina. Rosa Caroline will offer a wide variety of services, including: medical-grade skin care and treatments, anti-aging solutions, hormone therapy, and general wellness and support. In addition to med spa services, the Company will develop medical-grade products to be used and sold within the medical spa and non-medical-grade products sold directly to consumers via in-store visits and through an ecommerce website.

Slide 6: Features/Benefits

Point out the primary features, advantages, or values that set your company apart. Sometimes this can be separated into multiple slides if necessary.

Speaker’s Notes:

The space will be tastefully designed with high ceilings, modern décor, clean lines, and elegant finishes to create a calm and luxurious ambiance. The concierge and reception area will include a retail component that offers Rosa Caroline signature medical-grade products such as creams, cleansers, serums, lotions, and toners. Rosa Caroline will employ in-house certified nurse practitioners, registered nurses, and medical estheticians who specialize in cutting-edge medical spa procedures. A medical director/chief clinical officer will oversee, train, and advise on all treatments, procedures, and services offered at Rosa Caroline.

Slide 7: Products/Services

Expand on your features to show exactly what the product and/or service streams are.

Speaker’s Notes:

Rosa Caroline will offer a full ranch of traditional day spa services including facials, waxing, and massage. What differentiates a med spa from a day spa, however, is the full range of specialty services that can only be provided by licensed practitioners. LED Light Bed treatments have been shown to reverse signs of aging and promote well-being. Simply taking a 20-minute power nap in a light bed activates the body’s natural healing powers by stimulating cell turnover. Rosa Caroline’s nurses and medical estheticians will administer pioneering therapies such as Botox, microneedling and microblading, air sculpting liposuction, plasma pen treatments, and PDO thread lifts. Rosa Caroline will also offer IV therapy and hormone therapy, which includes blood draws and doctor consultations.

Slide 8: Business Model

Next, you should clearly show your business model or revenue model. How does your company make money? Is it freemium, subscription, B2B, premium-priced, or commodity-priced?

Speaker’s Notes:

Rosa Caroline will promote ongoing well-being and customer retention by employing a membership model. Each membership level will include brow maintenance, discounts on products, and discounts on any other esthetic or wellness treatment. The premium skincare membership offers a choice of microneedling, IPL, or chemical peels on a once-per-month treatment. Memberships will save patients nearly 40% off one-time treatments, while ensuring Rosa Caroline maintains a continuous and loyal customer base.

Slide 9: Competition

The next slide should feature your company’s competitive advantage. For example, it could list the competition and explain their weaknesses, or feature a side-by-side comparison of your business versus its competition. As an aside, so often we hear founders claim they have no competition. Even if your company is completely novel and there’s nothing else like it, there is some competition for your customers’ dollars. If you can’t figure out who that competition is, think harder.

Speaker’s Notes:

Rosa Caroline has carefully selected its locations to target its key demographic and tap into populations with a higher level of disposable income. By focusing on a high level of customer service, Rosa Caroline will ensure repeat business and drive referrals. In addition, a customer loyalty program will encourage clients to make Rosa Caroline their number one choice for medical spa treatments and services, and reward them when they do. Finally, specialty services and treatment programs will be uniquely tailored to each client. With an in-house staff that includes a medical director and nurse practitioner, Rosa Caroline will be able to administer higher-grade medical treatments than its competitors.

Slide 10 (Optional): Existing Performance

If you’re already operating, make sure to dedicate a slide to your success and outside investment to date (not sweat equity) if you have earned it. You want potential investors to know how much has already been invested, the status of your product or service development, any existing partnerships, sales to date, and number of users or early adopters.

Speaker’s Notes:

To date, the owners have invested $150,000 and control 100% of the ownership share. The owner investment has been used for legal expenses, consultants, and initial marketing and branding. The company currently has just shy of $100,000 in the bank.

Slide 11: Management Team

Next point out who’s on your team. List the top three C-levels at the company and give a two- to three-sentence bio on each. Keep it short and relevant to what value each key person brings to the company. Include professional photos.

Speaker’s Notes:

Janelle Lewis is a strong leader, problem-solver, creative thinker, team-builder, and exceptional collaborator who is passionate about the health and wellness industry. She has worked as a Project Manager for Michelin America since 2015. As part of the Innovation team, she has managed a team of engineers, chemists, and product developers charged with developing clean and bio-sourced materials both in Greenville and overseas at PT Synthetic Rubber Indonesia (SRI) in Indonesia. Theresa Lewis, a licensed esthetician and massage therapist since 2014, actively embraces the power of touch for healing the mind, body, and spirit. Mrs. Lewis attended Greenville Technical College. She is proficient in laser hair removal, IPL, resurfacing treatments, microdermabrasion, chemical peels, body contouring treatments, lymphatic drainage, and oncology facials and massage. Dr. Gomez has been practicing medicine for over 20 years in Florida and South Carolina. He is a certified Reiki Master/Teacher.

Slide 12: Investment Opportunity

Next, you should describe your sources & uses of funds. How much are you asking for, and VERY IMPORTANTLY, what will you do with it?

Speaker’s Notes:

These funds will be used for start-up expenses including marketing, supplies, professional fees, website development, utility and insurance deposits, lease deposit, and training, as well as startup assets including working capital, inventory, buildout, furniture and office equipment, signage, POS system, and security.

Slide 13: Financial Summary

Solid financials are the finishing touch in the best investor pitch decks. They should summarize the detailed financials from your business plan with clear metrics such as profit and margin.

Speaker’s Notes:

The Company plans to have multiple locations, with its flagship location launching in historic downtown Greenville, South Carolina. The tentative plan is to build out a second and third location in historic Charleston, South Carolina, and the up-and-coming Fort Mill/Indian Land, South Carolina. A key metric for the company will be memberships, as these comprise the most-loyal brand ambassadors and recurring income. Rosa Caroline is targeting 375 members by the end of year one, and aiming to grow to over 1,100 members across the 3 locations in Year 3. Top-line revenue is forecast to be $1.6 million in Year 1 and growing to a Year 3 target of $4.8 million. The Company forecasts a 76.9% gross margin percentage, and anticipates profit of 15% per location within 2 years of operations.

Slide 14: Conclusion

Finally, your last slide should include your name, phone number, and email.