10 things Startups should to Include in their Investment Pitch Deck

29 July 2022

A well-designed, comprehensive but crisp pitch deck is vital for convincing investors that a product has massive growth potential and can scale. We broke down the deck into 10 main sections, they are explained below. 

We firmly believe that a unique  template is needed for every startup, keeping that in mind,we have attempted to build a fundamental framework around which customisations and further additions/deletions can be done for  every startup. 1

Broad framework: 

  1. Impactful mission statement

The startup’s mission and objective statement should ideally encapsulate what the founders aim to achieve with its business. This should be short and crisp (8-10 words) so that it is impactful and precisely conveys to the investors what the startup is trying to solve.s

  1. Why Now?

This slide should essentially denote the reason that makes the startup attractive and lucrative  right now i.e what tailwinds have occurred within the space in which they are operating in which has made the business idea more relevant in the present than in the previous months or years. 

  1. The Product

This slide is where the founders need to accurately denote what business the startup is in. It can include essential features of the product, photos / videos, screenshots of the UI and how the end user will experience the product. The slide should convey why the product idea is viable and competitive and demonstrate what the founders are trying to build and what the investors are putting money towards. 

  1. Customer Journey

Mapping the customer journey gives the investors a complete idea of the customer experience. It illustrates how the end user will interact with the app or website and use the product of the company. Mapping a customer journey can be advantageous for the founders as well by giving them a clear idea of how the product experience is  like from the point of view of the end-user.

  1. Competitive Differentiation

With the emergence of multiple startups in each field, this slide should represent the differentiating factor(s) in the product that this startup has built that makes it stand out from the existing competition. This is the slide that outlines the startup’s competitors, positioning in the market, and the  business strategy it has adopted to try and succeed. It can also talk about any exclusive or unique feature or user experience within the product which is not yet implemented by any other startup in the current market. 

  1. Revenue Streams

This slide is one of the most important slides that an investor will look at from a “ROI” perspective. Every possible channel of revenue streams of the startup should be explained in this slide, even if the startup is pre-revenue. It is usually an added advantage if the startup is already generating revenue, the slide can then include customer-wise and category-wise breakdown of revenue along with any existing clients working with them. 

  1. Product Timelines

The Product timeline slide will help the investor understand the product deployment by the startup. Including a timeslide slide in the pitch deck will convey to the investors when the product will start generating revenue, what is the most critical or time-taking phase, what are the important milestones for the startup, when will the investor’s capital be deployed to hit the milestones and goals over the coming months and years, etc.

  1. Market Sizing 

Investors give importance to Market size because it allows them to estimate the future potential of the product and how big can the startup  get. This slide usually includes Total Addressable Market (TAM), Service Addressable Market (SAM) and Service Obtainable Market (SOM). 

  1. Marketing strategies

The slide should denote the marketing plan of the founders towards marketing the product to the target audiences. 

  1. Founders and Management Team

The face behind the idea and the execution of the product can be denoted to the investors with the Founders & Management Team slide. The contents of this slide usually include a short bio of the co-founders, their previous work experience, the roles and responsibilities undertaken by them respectively in the company, and a photo. If the Key Management team has been identified and is in place(COO, CTO etc.), the pitch deck can also include details about them. 

Keeping these factors in mind while creating a pitch deck can help you be well-prepared for anything and everything that an investor might want to know before investing in your company.


The content of this article is for information purpose only and does not constitute advice or a legal opinion and are personal views of the author. It is based upon relevant law and/or facts available at that point of time and prepared with due accuracy & reliability. Readers are requested to check and refer to relevant provisions of statute, latest judicial pronouncements, circulars, clarifications etc before acting on the basis of the above write up. The possibility of other views on the subject matter cannot be ruled out. By the use of the said information, you agree that the Author / Treelife Consulting is not responsible or liable in any manner for the authenticity, accuracy, completeness, errors or any kind of omissions in this piece of information for any action taken thereof.

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