Creating an investor pitch deck: What to include (and avoid these things)
At some point you may want to seek funding for your new business and to do this you will more than likely need to create a short pitch deck to the investors.
Below is a short summary of the areas that you will need to cover with some pointers on what to avoid.
I have also included some investors at the end that you may want to explore further. Each investor / company will be looking to invest different amounts, into different opportunities and different markets.
If you would like some help or feedback with your pitch deck please contact me at www.eigercoaching.co.uk
This to include in your pitch deck
1. Title Slide
Include:
Company name and logo
Tagline (if you have one – 6–8 words max, describing what you do)
Your name and title
Contact information
Avoid:
Overcrowding the slide
Abstract or vague taglines
2. Problem
Include:
A clear and relatable description of the real-world pain point you’re solving
Quantify the problem if possible (e.g., market inefficiencies, cost of inaction)
Avoid:
Overly complex or niche problems that need excessive explanation
Assuming the investor understands your industry jargon
3. Solution
Include:
A brief explanation of your product/service and how it solves the problem
A clear value proposition
Any unique features or innovations
Avoid:
Technical deep-dives; focus on what it does, not how it works
Weak differentiation from existing solutions
4. Market Opportunity
Include:
Total Addressable Market (TAM), Serviceable Addressable Market (SAM), and your Serviceable Obtainable Market (SOM)
Supporting data with credible sources
Who your customers are and why they’ll buy
Avoid:
Unrealistic or inflated numbers
Lack of clarity about your initial niche or beachhead market
Definitions Note:
TAM - Total Addressable Market
The total market demand for your product or service if you had 100% market share. This is the broadest, theoretical market size.
If you offer an AI-based recruiting platform, TAM could be the global HR software market worth $100B.
SAM - Serviceable Addressable Market
The portion of TAM that your business can realistically serve, based on geography, regulations, product focus, etc.
If you only serve mid-sized companies in the UK, your SAM might be £2B.
SOM -Serviceable Obtainable Market
The portion of SAM you can capture in the near term, based on your current resources, go-to-market strategy, and competitive positioning.
If you can reach 500 clients in year 1, each paying £10K/year, your SOM is £5M.
5. Business Model
Include:
How you make money (pricing, sales channels, recurring revenue, etc.)
Key drivers of revenue and profit
Customer acquisition strategy
Avoid:
Vague monetisation plans (e.g., “we’ll figure it out later”)
Ignoring cost structure or margins
6. Traction
Include:
Key milestones: revenue, users, partnerships, retention, pilots, testimonials, etc.
Graphs that show growth over time
Press mentions, awards, or notable advisors/customers
Avoid:
Vanity metrics (likes/follows) without showing business impact
Overstating minor wins
7. Go-to-Market Strategy
Include:
How you plan to reach customers (sales, partnerships, marketing)
Sales cycle and customer acquisition cost (if known)
Initial launch and scale-up plan
Avoid:
Saying “we’ll go viral” or “social media” without specifics
Underestimating the cost or time to acquire customers
8. Product / Tech (if applicable)
Include:
Demo screenshots, prototypes, or video links
Development status and roadmap
IP, patents, or defensibility features
Avoid:
Overly technical slides
Promising more than is built or feasible
9. Competition
Include:
Competitive landscape (matrix or quadrant)
Your key advantages (USP, defensibility)
Why you’re better positioned to win
Avoid:
Saying “no competition”
Badmouthing competitors
10. Team
Include:
Founders and key team members
Relevant experience and track record
Advisors and notable backers (if any)
Avoid:
Listing too many junior team members
Not showing why your team can uniquely win
11. Financials
Include:
3–5 years of projections (revenue, EBITDA, cash flow)
Key assumptions
Burn rate and runway
Avoid:
Overly aggressive hockey-stick projections with no rationale
Lack of transparency about costs
12. Funding Ask
Include:
Amount you’re raising
How the funds will be used (team, product, marketing, etc.)
Planned runway and expected milestones reached with the funds
Avoid:
Being vague about use of funds
Asking for money without showing how it supports growth
13. Vision / Closing
Include:
A compelling summary of your mission and long-term vision
Why now is the right time
Strong, memorable final message or call to action
Avoid:
Ending on a flat or purely financial note
Lacking energy or belief in your story
and ….
Keep it concise: 10–13 slides max
Use visuals: Clean charts, product images, and graphics beat walls of text
Tell a story: Weave a compelling narrative throughout your slides
Tailor to your audience: Angels vs VCs may have slightly different focuses
Avoid comparing yourselves to Amazon, Ebay, Facebook, Netflix etc etc
Some Investors / Accelerators
Y Combinators - www.ycombinator.com
Neo - www.neo.com
Tech Stars - www.techstars.com
Startup Bootcamp - www.startupbootcamp.org
500 Startup - www.500.co
Antler - antler.co/residency/uk
Seed.com - seedcamp.com
If you would like some help or feedback with your pitch deck please contact me at www.eigercoaching.co.uk