Creating a Killer Pitch Deck: 7 Key Areas to Highlight

3 min read · 6 years ago


When putting together a business pitch deck, you’ll want to include everything that a potential investor needs to know about your business venture, along with anything that may have a direct impact on its current or future operations. Keep in mind that a business pitch is an overview of the entire plan and should be presented in a summarized, succinct manner, only highlighting the key points of your plan.

Pitch decks should also be presented in a professional and organized way. They should have the appropriate layout designs and color schemes suitable to the venture being presented. Although all aspects of the plan are important, below is a list of seven key areas that entrepreneurs should highlight when presenting their plan to investors.

Summary and Title Page

The summary and title page should basically provide the name of your business or venture, your name, title and contact information, along with the name, title and contact information of any significant key management team player.

Overview of Key Management

The overview of key management team players should include those who will be playing a key role in the business and/or those who have already made significant contributions to the venture thus far. Include the names, titles, roles and contributions of each founder in a very succinct manner.

Definition of Your Target Market

The target market page should highlight your target market, market segment and market niche. It should address the problems they are encountering along with how your company or venture will offer a solution to the problem.

Market and Sales Potential

Your market and sales potential should consist of how much of the market share you believe you can capture, along with your sources of revenue and what that equates to in sales. In other words, it should be based on your ability to secure or capture a certain amount of customers. For example, if you are capable of capturing 10,000 customers and you sell widgets for $10, your customer potential is 10,000 and your sales potential is $100,000.

Overview of Marketing and Sales Plan

The overview of your marketing and sales plan should include a summary of how you plan to reach your target audience. Including the marketing methods that you are planning to use along with the frequency.

Information About Your Competition

You should provide some information about your competition, including their geographical location and how much of the market share they have. Make it a point to highlight your competitor’s weaknesses and how you plan to not only avoid falling victim to the same issues, but also how you plan to capitalize on your competitor’s flaws.

The Financial and Investment Plan

The financial and investment plan should consist of any current financial activity that has taken place, including the total paid in capital. It should also provide an overview of the projected financial activity, including the source and use of funds. Lastly, you should include the overall investment opportunity, including the total amount needed from the investor, the proposed ROI, distribution periods and buyout options.

After the presentation, make sure you are prepared to answer any questions an investor might have. The information above should help the investor determine if he or she is interested in your venture. If so, a  full-blown business plan should be readily available upon request. Make it a point to be mindful of the investor’s time and try to limit the presentation to 15 to 20 minutes.

Hitting Your Pitch Out of the Park

In addition to the information provided above, entrepreneurs should also possess something that is not tangible – confidence, knowledge and determination. Experienced investors have a knack for knowing just what makes an idea transform into a successful endeavor. Be the leader they want to see and demonstrate your confidence in your product, knowledge over the industry you want to enter and the determination to succeed no matter how hard it may be.

Above all else, you will want to make sure you remain professional in your approach and confident of the work you have presented to investors. Don’t be afraid to respond to their questions with pride, and always make it a point to follow up no matter the outcome of the meeting. Remember, the right pitch just may knock your idea out of the park!

Phil Laboon is a serial entrepreneur and investor. Born and raised in Pittsburgh, Phil has founded several companies both in his hometown and his homes away from home, Florida and Costa Rica. His proudest achievement, Eyeflow Internet Marketing, has grown from a one-man operation in his basement to a full-service inbound marketing firm in Pittsburgh’s South Side. The company, which specializes in building a company’s online brand authority, evolved out of Phil’s own experience in online consulting. 

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