What Goes Into a Pitch Deck: A Founders Guide

In this article: what a pitch deck is, what to include in each slide, and practical dos and don’ts when presenting to investors.

A pitch deck is one of the most important documents you will create as a founder. It is often the first thing a potential investor sees, and it can determine whether you get a meeting or not. Getting it right matters.

This guide covers what a pitch deck is, what it needs to include, and how to approach the process if you are raising investment for the first time.

What is a pitch deck?
A pitch deck is a short presentation used to introduce your business to investors, partners, or other stakeholders. Its purpose is to communicate what your business does, why it exists, and why it is worth backing.

Most pitch decks run to around 10 to 15 slides. There is no fixed rule, but shorter is generally better. Each slide should have a clear purpose. If you cannot explain why a slide is there, it probably should not be.

What should a pitch deck achieve?
At its core, a pitch deck is a persuasion tool. Depending on who you are pitching to, your objectives might include:

– securing investment from angel investors, seed funds, or VCs
– attracting a strategic partner or co-founder
– applying for a grant or public funding programme

Many founders assume pitch decks are only for fundraising rounds. In practice they are used across a wide range of situations. Whatever the context, the goal is the same: leave your audience interested enough to want the next conversation.

The key slides to include

1. Introduction
Your opening slide should state your company name, include your logo, and give one clear sentence that explains what your business does. Think of it as your elevator pitch in written form.

A clean, confident opening sets the tone. Investors see hundreds of decks. If yours does not immediately communicate what you do, you have already lost their attention.

2. The team
Investors back people as much as ideas. Your team slide should introduce each key person, explain what they bring to the business, and make clear why they are the right people to execute on the opportunity.

This slide can sit near the beginning or the end of your deck, depending on what works best for your narrative. If your team is a particular strength, put it upfront.

3. The problem
Before you can sell your solution, you need to sell the problem. A strong pitch clearly identifies the challenge your target market faces and explains why existing solutions are not good enough.

Use data where you can. Vague claims about market pain points are easy to dismiss. Specific, evidenced statements are harder to argue with. Be clear about why this problem matters now and why it represents a genuine opportunity.

4. Your solution
Once you have established the problem, explain how your business solves it. Be specific. Avoid generalities.

This is also where you demonstrate traction. If you have early users, paying customers, a working prototype, or positive feedback from pilots, include it here. Evidence of demand is worth more than any number of projections.

5. Market and competitive analysis
Investors want to understand the size of the opportunity. This section should cover:

– total addressable market: the overall demand for what you are offering
– serviceable addressable market: the portion you are realistically targeting
– serviceable obtainable market: the share you expect to capture

You should also identify your key competitors and explain clearly how your offering is different. Saying you have no competition is a red flag. Demonstrating that you understand the competitive landscape and can articulate your positioning is a strength.

6. Business model, financials, and projections
Explain how your business makes money. This sounds obvious, but many founders skip over it or describe it unclearly. Investors need to understand your revenue model before they can assess whether the numbers make sense.

Cover your current financial position if you have one, your key milestones to date, and your projections for the next two to three years. Keep projections realistic. Wildly optimistic numbers are a common mistake that undermines credibility.

Use visuals where they help. A simple chart showing revenue growth or a clear breakdown of your cost base is often more effective than a slide full of text.

Practical dos and don’ts

Do

– keep each slide focused on a single point
– use consistent formatting, fonts, and colours throughout
– know your numbers inside out before any meeting
– practise presenting the deck aloud, not just reading it

Don’t

– cram too much onto each slide
– use jargon without explaining it
– present financial projections without being able to explain the assumptions behind them
– treat the deck as the presentation itself: it is a supporting document, not a script

A note on legal preparation
If you are raising investment, a pitch deck is just the starting point. Once investor conversations begin, you will need to think about term sheets, shareholder agreements, articles of association, and any regulatory requirements around how you are raising.

Buckworths works exclusively with startups and high-growth businesses. We advise founders at every stage of the fundraising process, from initial structuring through to completion. If you are preparing to raise and want to understand what you need in place, get in touch.

Get in touch with our experts by reaching out to us at [email protected] or 020 7952 1723.