Succeed with your pitch: What is a pitch deck and why is it important?

Learn how to build a differentiating and effective pitch for your investors, customers and partners.

September 21, 2023

You don't know what a Pitch Deck or are you unable to master this exercise properly? Take to the rescue to clarify these particular points.

From now on, learn how to build a Pitch differentiating and efficient for your investors, customers and partners. Discover the key elements of success and the common mistakes to avoid in order to convince your contacts to finance you.

One Pitch Deck is a concise presentation, about 20 slides, that outlines the problem, the solution, and the path your business took to reach its goals. Of course, this type of presentation can have different purposes and in this article we will give an exhaustive overview of them.

Learn how to be relevant and compelling with persuasive language and compelling images.

The importance of Pitch Deck for your startup/business

The Pitch Deck is an essential tool for entrepreneurs looking to raise funds, establish partnerships, or communicate their idea or business plan to investors or potential customers. Simply put, a Pitch Deck is a visual presentation that summarizes the main aspects of a business idea and its execution. But, in concrete terms, what is a Pitch Deck and why is it so important?

One Pitch Deck is a document that provides a clear and concise overview of a business idea or project. It usually includes slides that discuss key topics such as the problem/opportunity, the solution, the market, the Business model, the team and the financial projections. The objective of a Pitch Deck is to provide potential investors or partners with a quick and engaging way to understand a business and its potential.

Nonetheless, a Pitch Deck is not limited to a simple summary of a Business plan. It is an opportunity for entrepreneurs to tell a compelling story about their business and to differentiate themselves from their competitors by using techniques of Storytelling to move, motivate, engage, stimulate investors. One Pitch Deck well-designed can help entrepreneurs stand out in a crowded marketplace, attract investment or partners, and refine their communication strategy and skills.

Let's get to the facts. Why a Pitch Deck is it important? We are going to give you 3 answers.

First of all, a Pitch Deck helps entrepreneurs to communicate their idea or Business plan swiftly and effectively. In today's rapidly changing business environment, it's important to be able to communicate your vision and value proposition quickly and with impact. One Pitch Deck is a structured and attractive way to do this.

Second, the pitch decks are often used by entrepreneurs to introduce their business to potential investors or partners, in order to obtain financing or to form strategic alliances. So a Pitch Deck well-designed can help entrepreneurs present their business in the best light and strengthen their credibility with potential investors or partners and therefore the chances of collaboration.

Finally, a Pitch Deck can help entrepreneurs sharpen theirs Business plan and their strategy. The creation of a Pitch Deck requires entrepreneurs to focus on the most important aspects of their business and to make an effort to structure and formulate in order to be understood by as many people as possible. So, it can help entrepreneurs identify gaps or weaknesses in their model, refine their strategy, and develop a compelling story that resonates with the target audience.

To summarize, a Pitch Deck is a presentation that visually summarizes the key elements of a Business plan. It is an essential tool for all entrepreneurs who want to communicate their vision, attract investors and partners, refine their communication strategy and skills, and seek advice from Business Angels (natural persons who will decide to invest part of their financial assets in the economic sector of innovative companies with high potential), for example.

Focus on the purpose of Pitch Deck : 5 objectives to differentiate

As we saw above, the Pitch Deck is an essential tool for startups. The latter does not always meet the same objectives, so now let's look at the most common use cases:

  • Raise funds
  • Attracting talent, partners, or customers
  • Validate a Business model or a value proposition
  • Attracting media attention
  • Serve for internal communication purposes

The Pitch Deck To raise funds

By far the most common use, a Pitch Deck is primarily used to persuade investors to invest in a startup's product or service. It presents the strengths, the objectives, the Business model of business and the value proposition in a direct and popularized way. The presentation should be visually appealing, while also highlighting the startup's potential and how it will use the funds obtained. The key word is transparency.

Attracting talent, partners, or customers

One Pitch Deck well-designed can also help a startup attract new customers, partners, or employees. By presenting USP (Unique selling proposition) of the company, it can attract the attention of customers or potential partners who may be interested in collaborating with the startup. In addition, the Pitch Deck can highlight the growth potential of the business, which can generate interest from talented employees who see potential for career growth within the company.

Validate a Business model or a value proposition

For some startups, the Pitch Deck can be used as a tool to validate the concept and/or value proposition. By presenting the Pitch Deck to customers and partners, the startup can gather valuable feedback and make adjustments to its strategy. This can help them refine their product or service and ensure that it meets the needs of their target market.

Attracting media attention

One Pitch Deck can be used to attract media attention and increase the visibility of the startup. By presenting a Pitch Deck comprehensive and well-designed, the startup can demonstrate its potential to the media, which can lead to media coverage, interviews, and other opportunities on the media scene, thereby helping the startup reach a wider audience and attract potential investors.

Serve for internal communication purposes

Finally, a Pitch Deck can be a useful tool for internal communication. By creating a Pitch Deck, a startup can clarify its goals and priorities and ensure that everyone is aligned with the company's vision. The Pitch Deck can be used to communicate business strategy, growth potential, and other important information to employees, which can help them stay motivated and work toward business goals.

In the end, a Pitch Deck is a versatile and essential tool for any startup. By creating a Pitch Deck Well designed that effectively communicates the USP and the company's potential, startups can achieve their business goals, gain new customers and partners, and attract investment.

The preferred frame of a Pitch Deck successful

We will avoid making the process of a Pitch Deck in order not to lose investors, they want to be able to access key information quickly.

The essential elements of a Pitch are as follows:

  • Introduction: A short introduction that provides an overview of the company, its history, and its mission.
  • Problem statement: A clear statement of the problem the business is trying to solve.
  • Solution statement: A description of the company's solution to the problem, highlighting the product's unique value proposition.
  • Market analysis: An analysis of the market opportunity available to the company: size, growth potential and competition.
  • Business model : A description of the company's business model, including how it generates revenue, cost structure, and pricing strategy.
  • Traction slide: A plan outlining how the business will reach its target audience, including the acquisition channels it will use, the cost per acquisition, and the return on investment.
  • Financial projections: Financial projections that demonstrate the potential for growth, including revenues, expenses, and profitability.
  • Competition slide: A slide that analyzes the competition, highlighting the company's differentiating sales proposition and how it compares to other solutions on the market.
  • Team slide: A slide that introduces the team, highlighting their Background, his experiences, his skills and his qualifications.
  • Investment slide: The investment slide is used to show how much capital is needed, explain how it will be used, and present potential existing investors and the trust they place in the business.

In addition to having to comply with the summary set out above, a Pitch Deck Successful should be visually appealing, using persuasive language and compelling images to convey the vision and USP of the business. It should be concise and engaging so that potential investors can understand how the product or service will be useful to them or others.

In this approach, a refined design that supports the startup's arguments can make it possible on the one hand to facilitate the understanding of business issues (numerical reading, data visualization...) and on the other hand to differentiate itself from competitors.

The essential questions to which a Pitch Deck must be able to answer

When creating a Pitch Deck, it is important not only to answer the key questions listed below but also to address any potential concerns or objections that investors may have.

What is the total addressable market for your product/service? Who is your target customer? What are your main success indicators (KPIs, or North Star Metric)? What are the risks associated with your business and how do you plan to mitigate them? What is your timeline for reaching the key milestones? Who are the members of your team and what are their qualifications? What are your previous references in the sector? What is your Exit Strategy for investors?

Be comprehensive, but keep in mind that you may not have time to cover all of them.

How to adapt your Pitch Deck to different audiences?

As we saw earlier in this article, a Pitch Deck may have various challenges (raising funds, attracting talent or partners, attracting media attention, validating a concept or even used for internal purposes). So many scenarios that require you to adapt your Pitch Deck to different audiences to hope to have more impact and increase your chances of success. Here are some tips for adapting your Pitch Deck to different audiences:

Potential investors

When talking to potential investors, it's important to focus on financial aspects and the potential for return on investment. Ensure that your presentation package includes financial projections, market analysis, and a clear explanation of how the investment will be used to achieve your goals. Adapt your presentation to the specific interests and risk tolerance of the investors you are speaking to.

B2B customers

When reaching out to potential customers, it's important to focus on the benefits and USP of your product or service, based on competitive market research. Make sure your Pitch Deck clearly explains how your product or service solves a problem or meets a need of your customers. Use images and concrete examples to demonstrate the benefits of your product or service.


When reaching out to potential partners, it's important to focus on potential mutual benefits and how your partnership can help both parties reach their goals. Use images and case studies to demonstrate the benefits of partnering with your business.


In the event that your Pitch Deck would be used internally, focus on the growth potential and unique culture of your business. Make sure that your Pitch Deck clearly explain how your business is different from other businesses in the industry and how you offer career growth and development opportunities Use images and testimonials from current employees to demonstrate the benefits of working for your business.

By adapting your Pitch Deck to different audiences, you will increase your chances of success and your presentation will have more impact. Remember to focus on the specific interests and needs of each audience and use tailored persuasive language and compelling custom images to get your message across.

What differentiates a Pitch Deck Classic of a Pitch Deck winning

While each business's needs are unique and specific to their goals, adding some critical information can help you succeed. In the rest of this article, we will detail the elements that must be developed in your Pitch Deck to stand out.

Find a reason for your business that you will express in the form of Vision business

Try to connect your purpose to a business issue. Make it as expressive and impactful as possible. It should be short and simple; it's a one-line sentence that summarizes your brand. Here are some well known examples:

  1. L'Oréal Paris: “Because you are worth it.”
  2. MasterCard: “There are things that money can't buy. For everything else, there is MasterCard.”
  3. Airbnb: Belong Anywhere

If you're drying, think of it as a short Tweet to express your feelings about the mission of your startup. Your little sister or brother must be able to understand it.

In addition to the accessibility effort of your Vision business, still be creative and open-minded to design a catchy slogan that will best reflect your vision. Keep in mind that people should be able to remember this part easily and be able to share it.

Highlighting a problem and its intensity (DUR framework)

Your startup should, preferably, address a painful, urgent and recognized problem with its solution. The future success of your idea or brand depends on the scale of the problem it promises to solve. Perhaps your product solves a pressing issue in society, or maybe you have a better solution than products that are already available on the market. So you need to highlight the problem that consumers are facing., its intensity and the urgent need to solve it. This is where investors will feel that they are investing their money well.

Be specific about the issue and add recent stats to paint a better picture for investors.

Present your product or service in a fun and visual way

Talk about the benefits your concept wants to democratize in consumers' lives. Develop your scenario by outlining the major problem facing a large population, then explain how your product is the only solution for people.

Present your Business plan and your strategic vision

Explain the ability of your business to generate profits and benefit investors, managers, and consumers alike. Focus on convincing investors that this is an opportunity they won't be able to pass up, or they will bite their fingers. Emphasize the low risk they are taking by integrating the adventure with you.

Highlight the expertise of your team members

Your team members are the driving force behind your mission and vision. They are the key ingredient in your recipe. So don't just mention your team members, but highlight why they are the best people for the job. You can talk briefly about their past experiences and their abilities to achieve the goals set out in this slide.

Explain your strategy Go-to-Market

No customers, no long-term business. It is important to explain how you plan to attract them. Describe how you will reach consumers, what acquisition levers you will use, what communication channels will be popular and the time frame for commercial actions. You can also explain why your strategy will have a greater impact than that of your competitors.

Take stock of the competition

Don't make the classic mistake of a lot of startups that underestimate their competitors and their ability to adapt. Even if you think you are operating in a favourable environment at the moment, show investors that you have the ability to anticipate market corrections.

Show how your product is different from existing solutions and how it changes the scenario of today or tomorrow despite the competition. Explain how your product is unique and why customers prefer your brand over others.

Explain in concrete terms how you will use the investment obtained

The objective of a Pitch Deck is to get the investment you need to bring your project to life. Therefore, be completely transparent about how you will use the requested capital. Reassure the investors in front of you by mentioning your current investors and explaining why they trust you, which may encourage others to trust you in turn.

Common mistakes to avoid in a Pitch Deck

The lack of transparency

One of the most common mistakes entrepreneurs make when creating a Pitch Deck is not communicating their message clearly. One Pitch Deck should be concise and easy to understand, with each slide highlighting a key point or idea. Avoid using jargon or technical language that can get in the way of your audience's brains. The key word: Popularization! Use visuals, direct tone, and simple language.

Do not get to the heart of the project

The problem that your startup solves is the basis of your Pitch Deck. If you don't approach the problem clearly and effectively, investors will have a hard time understanding the value of your product or service. Make sure that your Pitch Deck clearly define the problem and highlight its impact on consumers or the market.

Do not Bencher The competition

Ignoring the competition is a common mistake that can hinder the effectiveness of your pitch deck. Investors want to know that you understand the competitive landscape and that you have a plan for differentiating your product or service from others in the market. Make sure that your Pitch Deck Includes a Benchmark from the competition that highlights your unique value proposition and how it compares to other solutions on the market.

Overcomplicate financial projections

Financial projections are an important part of everything. Pitch Deck, yes. But overcomplicating them can be a mistake. Avoid presenting financial projections that are too complex or difficult to understand. Instead, focus on realistic financial projections based on solid assumptions. Be sure to clearly explain your revenue model and how you plan to generate revenue. Try to highlight your numbers in an attractive way that makes it easier to understand and assimilate information. If you are not able to do it, get help. Many creative agencies specialize in data visualization, like mprez;)

Do not Storyteller your story

One Pitch Deck is more than just a collection of slides; it's an opportunity to tell an engaging story about your startup and its potential for success. If you can't tell a compelling story, investors will have a hard time identifying with your message and seeing the value of your product or service. Make sure that your Pitch Deck tells a story that is seductive, persuasive, and memorable.

Use of poor quality visuals

Visuals are an important part of everything Pitch Deck, but using low-quality visuals can distract from your message and hinder the effectiveness of your presentation by making you look like an unmeticulous person. Make sure that your Pitch Deck contains high-quality visual elements that are clear, easy to understand, and visually appealing. Use charts, graphs, videos, animations, and images to support your message and make it easier for investors to understand your key points.

Do not work out

We don't Pitch not with insurance overnight. Training is essential to deliver a confident, persuasive, and effective speech. Be sure to practice in front of colleagues, friends, or family to get feedback and improve your presentation. This can help you refine your message and deliver a pitch that resonates with potential investors.

In summary, the creation of a Pitch Deck requires careful planning, attention to detail, and a clear understanding of your audience and message

By avoiding these common mistakes, you will be able to create the Pitch Deck that will allow you to get the investment you need to develop your startup.

The importance of Storytelling In a Pitch Deck

As we saw above, do not make the effort to romanticize, to narrate At the very least your entrepreneurial adventure is a common mistake encountered in pitch decks.

When it comes to presenting your business idea or project, storytelling can be a powerful tool for capturing the attention and imagination of potential investors or partners. Storytelling can help you build an emotional connection with your audience and make your presentation more engaging and therefore memorable.

Here are a few reasons why storytelling is important in a Pitch Deck :

The Storytelling helps you stand out

There are probably lots of other startups or businesses vying for the attention of potential investors or partners. By telling a compelling story about your business, you can differentiate yourself from your competitors and leave a lasting impression on your audience.

The Storytelling makes your presentation more memorable

Studies have shown that people remember stories more easily than facts or statistics. By integrating storytelling into your Pitch Deck, you can make your presentation more memorable and increase the likelihood that your audience will remember key aspects of your business.

The Storytelling allows you to really connect with your audience

Storytelling can be a powerful way to build an emotional connection with your audience. By sharing personal anecdotes or stories that illustrate the impact of your business, you can help your audience see the human side of your business and thus facilitate the transposition of the values supported by your business.


If in the future, someone asks you, “What is a Pitch Deck“or “what is the definition of a pitch deck”, you can now answer him: “A Pitch Deck is an investor's first impression of your startup.” It should be convincing enough to persuade them that it is worth investing in your business.

Investors play a crucial role in the success of a startup. Not only do they provide financial support, but they also have a wealth of knowledge and relationships that can help you grow your business. In return, investors want to see their initial investment pay off, whether in the form of equity participation in your business or in the form of dividends from the profits of your business.

That's why it's essential that you make sure your presentation is flawless and leaves no room for doubt. The best way to do this is to ensure that the case reflects the interests of the investor and their risk tolerance. In this way, investors will know that their money is safe with you and that you will be in a position to successfully scale your startup.

Finally, don't overlook the emotional aspect that will differentiate you and leave a lasting impression on investors, thus increasing the likelihood that they will contact you again.

In summary:

  • One Pitch Deck is a versatile tool that can be used to communicate a startup's value proposition, potential, and goals to stakeholders such as investors, customers, and employees.
  • One Pitch Deck well-designed should include key elements such as an introduction, a problem statement, a solution statement, a market analysis, a Business model, a traction plan, financial projections, competitive analysis, team presentation and investment plan.
  • The adaptation of a Pitch Deck to different audiences can increase its effectiveness. When talking to investors, focus on financial aspects and the potential return on investment. When talking to customers, focus on the benefits and the problem your offering addresses. When reaching out to partners, focus on mutual benefits. When speaking to employees, focus on the growth potential and unique culture of the company.
  • Among the common mistakes to avoid in a Pitch Deckinclude lack of clarity, ignoring competition, overcomplicating financial projections, neglecting to tell a compelling story, and using poor visuals.
  • Storytelling can be a powerful tool in a Pitch Deck. It can help the audience connect emotionally with the startup, make the presentation more memorable, and communicate the unique value proposition in a clear and compelling way.

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