Dan Bowyer says there is no perfect pitch deck, but sets out ten essential ingredients, from positioning and storytelling to traction data, a stepped roadmap, competition, timing and a clear ask.
- Position rather than just pitch, so you can show what you do that others don't, and tell stories about who you are and where you're going.
- Keep the team slide focused on the founding team's credibility and avoid leaning on advisors at the early stage.
- Include whatever you are tracking as data showing why people care, plus a stepped roadmap that breaks go-to-market into realistic chunks against revenue.
- Address competitors directly, explain why the timing is right, and make the ask clear, including what you want from your investors.
Is there one?
No of course not!
But there are some rules I believe must be followed, as well as some to break.
I’ve collected what I think are the major food groups for the best pitch deck recipe I can think of.
HOW these slides are interpreted and executed is everything and yes many of the slides can be blended. You don’t need a 10 slide deck just because there are 10 titles.
1. Position rather than just pitch so you can also share what you do vs what others don’t.
2. Telling stories is everything. Especially when sharing who you are and where you’re going.
3. Don’t over cook the team slide and avoid over-use of advisors. In the early stages it’s just the founding team’s cred that really cooks.
4. What is it, who do you serve, and why do you get out of bed.
5. It’s all about them, not you. Really. Why them, why now, why how.
6. Whatever you’re tracking, get it in here. Why people care, as data.
7. A stepped roadmap is always a winner. GTM broken down in realistic chunks vs revenue on a stepped plan.
8. Don’t ignore the gorillas in the room. But how are you different? Cheaper, better, different new?
9. Timing is everything in startup, what do you know that others don’t?
10. The ask, to achieve what, and consider – it’s always a two way street. What do you want from your investors?
Frequently Asked Questions
How many slides should a startup pitch deck have?
There is no fixed number. Dan Bowyer lists ten areas to cover but stresses that many can be combined, so you don't need ten slides just because there are ten headings.
What should the team slide in an early-stage pitch deck include?
Don't overdo it and avoid overusing advisors. At the early stage, what really counts is the founding team's credibility.
How should founders handle competitors in a pitch deck?
Don't ignore the 'gorillas in the room'. Show how you are different: cheaper, better, or new.