How to Write an Investor Pitch Deck

There’s plenty of generic advice on how to write an investor pitch deck, and to be fair, if you’re at the idea stage, those basics can be a good starting point. They’ll show you the slides you’re “supposed” to have and the rough order to put them in.

But after working with early-stage startups and growing companies, I’ve learned what actually makes investors pay attention — because I’ve seen their feedback first-hand. That insight has helped me shape pitch decks that work, not just check boxes.

I’m putting together a more detailed investor pitch deck guide that covers all the elements your deck needs to effectively tell your business story. If you’d like a copy, just let me know.

For female founders — particularly in femtech — I’ll share tailored pitch deck advice in a future post, but the advice below is applicable across industries and

1. Open with the “Why Now”

Timing is everything for investors. They want to know why your idea is urgent today and wasn't right three years ago or we can't another three years to solve it.

Hook them with market trends, technological evolution, or the cultural wave you’re riding to really nail that "why now" piece.

Keep this slide concise and impactful. Think in terms of a headline, a statistic, and a key insight. Remember, a pitch deck should not be a TED Talk, so try to avoid boring the investors.

2. Define the Problem Like a Surgeon

Investors are not interested in vague social missions. They want a clear, painful, and measurable problem.

Use real user pain points rooted in data. Make them feel the gap that your product fills.

Get surgical with your language. Be sharp and to the point. Narrate a brief story that encapsulates the struggle your target audience faces.

3. But Still Tell a Story

Investors aren't just giving money to your business; they're investing in you and your team. Your story is crucial. You need to develop the narrative of your business so that investors care about what you offer. This is where the emotional aspect of your investor deck should thrive.

When you weave a compelling story, you can create a personal connection with your audience, making your pitch much stronger.

4. Show the Solution Without Any Hype

One key principle of effective writing is to show, not tell. You need to illustrate for investors what you do, who your target audience is, and how you solve the problem better than anyone else.

Avoid being overly fluffy or bogging down your solution in features.

Use mockups or simple diagrams that communicate effectively (instead of generic screenshots). Let visuals take some of the weight off your explanation.

5. Traction: Let the Data Speak

If you have solid traction, flaunt it. Here are the key metrics you should include:

• Revenue

• User numbers

• Retention rates

• Positive press coverage

• Strategic partnerships

  
  

Showcase momentum using charts that display a clear upward trend. If you’re still in the early stages, use proxies like waitlists, pilot results, letters of intent (LOIs), or any data indicating real-world demand.

6. Business Model: Keep It Real

How do you make money, and how will you generate more of it? That's what investors really want to know.

Break it down simply by including:

• Pricing strategies

• Customer acquisition costs (CAC)

• Lifetime value (LTV)

• Margin assumptions

  
  

Investors are keen to understand your financial framework clearly.

7. The Ask: Be Direct

How much are you raising? What will the funds be used for? What will this capital unlock for your business?

Paint a vivid picture. For example, say: “We’re raising $500K to expand our product, validate growth channels, and achieve $XXK MRR in 12 months.”

Confidence is crucial — show that this capital fuels a planned growth strategy, not just patches up existing issues.

What’s your biggest challenge when creating a pitch deck?

• 0%Knowing which slides to include
• 0%Explaining the market/traction clearly
• 0%Presenting financials in an impactful way
• 0%Making the story compelling

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If you want help creating an effective pitch deck, get in touch at kjmccandless1@gmail.com or check out my content packages.

Final Thoughts

Crafting an effective investor pitch deck requires careful thought and precision. Your goal is to win over potential investors by demonstrating not only the viability of your business but also your commitment and vision.

Remember to maintain clarity, focus, and an engaging story throughout your presentation. And ensure you address each of the critical components outlined in this article. Every element plays a vital role in showcasing why your startup not only matters but is also worth investing in.