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Startup Pitch decks are a set of slides that clearly describe and define your value proposition, your business case and why investors should give you their attention. While developing our pitch decks and sales presentations, we gathered experience in creating them and collected knowledge on the fundamental elements that investors want to be included in order to be considered

The key goal of sending a startup pitch deck is to mitigate risk perception
The goal that you want to achieve when sending a pitch deck is that investors feel they want to talk to you and that they cannot miss out on the opportunity your venture is offering them. The pitch deck is all about solving their perceptional risk and overcoming any red flags that may give them a reason to pass on you.

Investors will judge your pitch deck in less than 1 minute
Both angel investors and VC receive tons of pitch decks. They need to scan them to make a first selection in an amount of time that varies from 30 seconds to 1 minute, no matter if you have been introduced or you have simply cold-emailed them. For this reason, your pitch deck must include some key elements that they expect to see in order to make comparisons with other deals. While reading it, they ask themselves some key question and make a “checklist” of the answers you provide them with in your slides to reassure their perceived risk.

The first slide determines if you win or you lose the investor
Investors will probably take 30 seconds to evaluate your first slide and depending on their opinion on that, additional 30 seconds for the rest of the slides all together. This means that the first two to three slides are the ones that determine if you win or lose your investor. This is a a very short amount of time and space to convey a very important message.

Your pitch deck should appear logical and consistent.
For the above mentioned reasons, your pitch deck should follow the following logic:

  • Opening slide
  • Business description
  • Problem
  • Solution
  • Market size
  • Competitive landscape and differentiation
  • Sustainable competitive advantage
  • Traction / stage of development
  • Business model and monetization strategy
  • Milestones and investment proposition
  • Team


In the first real slide (number 2, excluding the one with your logo), you should introduce your company in the most clear and simple way, as you would to a customer. This is paramount to the success of your pitch deck, because if the investors don’t fully understand that, they will not focus and understand the following slides.

After that, it is just a matter of giving a logical and consistent flow to the presentation. Logic starts with the explanation of the problem, that should appear inevitable in the eyes of the investors, so that they perceive it as only a matter of who will be able to solve it and what are the features of the solution. Once that is given for granted, the next risk to mitigate is: how big is the opportunity? Which are the current players in the market and how is your company going to sustain competition?