Source: Dealflow.eu Original

Why This Matters

Your pitch deck is your startup’s calling card. Done right, it’s not just slides — it’s a storytelling tool that connects the dots between the problem, your solution, and why you’re the team to build it. This cheatsheet blends practical structure with tactical tips to help founders avoid common pitfalls and create decks that investors actually read and remember.

General Principles

• Order is essential → follow the standard investor storyline.
• Adapt to the medium → decks for email can have more detail; decks for live pitches should be cleaner and more visual.
• Action Titles → every slide should have a verb-led headline; the deck should be understandable just by reading titles.
• Use overtitles → clearly mark where you are in the story (Problem, Solution, etc.).
• Clarity over completeness → don’t overwhelm; simplify to essentials.
• 3×3 rule → group key points into three items per slide; investors digest better.
• Highlight strengths, avoid pain points → frame challenges carefully, focus on your edge.

Pitch Deck Sections

1. Cover
   • Logo + tagline (short, sharp, memorable).
   • Avoid clutter (no contact details or greetings).
2. Executive Summary
   • Startup name, founding date, HQ.
   • Mission statement.
   • Tech/IP status.
   • Funds raised so far.
   • Awards, accelerators, or endorsements.
3. Problem
   • Explain specific customer pain points — avoid vague generalities.
   • Use data and arguments with sources (e.g., “80% of SMEs lack …”).
   • Add a real example to make it relatable.
4. Solution
   • Present conceptually how you solve the problem (before diving into product).
   • Keep it high-level and simple — avoid feature overload.
5. Product
   • Show something visual (screenshot, mockup, demo image).
   • Explain differentiating tech or approach (can be here or in a separate slide).
   • Prioritize clarity — “what it does” over technical depth.
6. Market
   • Use TAM, SAM, SOM framework.
   • SOM = your projected revenues (be credible).
   • Show market dynamics (fragmented? growing in a specific geography?).
   • Recommend: add go-to-market strategy here.
7. Business Model
   • Outline simply: revenue model, recurring numbers, pricing, recurrence.
   • Use the iceberg approach: highlight the most important, briefly mention the rest.
8. Competition
   • Avoid the “classic quadrant” — instead use a board/table to compare features.
   • Always acknowledge competitors — never claim “no competition.”
   • Show why you’re positioned to win (cost, defensibility, partnerships).
9. Traction
   • Commercial: revenues, LoIs, pilot projects.
   • Development: TRL level, patents, product launches.
   • Funding: capital raised so far.
   • Recognition: awards, accelerators, press.
10. Financials
    • Stick to objective numbers: revenue, EBITDA, main KPIs.
    • Avoid sharing subjective values like valuation or discount rates at this stage.
    • Show key drivers: CAC, LTV, burn, runway.
11. Team
    • Photos, names, roles of key team members.
    • Highlight complementary skills, relevant backgrounds.
    • Add advisors/board members for credibility.
    • Make it clear: this is the team that can execute.
12. The Ask
    • How much you’re raising.
    • What it will fund (milestones in 12–18 months).
    • Clear call to action (invite for discussion/follow-up).

Actionable Steps for Founders

1. Draft a storyline before building slides — problem → solution → traction → ask.
2. Use action titles and overtitles to keep slides clear and structured.
3. Make it visual and digestible — use charts, screenshots, and the 3×3 rule.
4. Avoid red flags (no competition, huge TAM claims, early valuations).
5. Practice delivery — the deck is the skeleton; you provide the flesh in the pitch.