Pitching Investors? 7 Things Every Pitch Deck Should Include

When you're creating a business pitch deck, you’ll want to include everything that a potential investor needs to know about your business venture ...

When you’re creating a business pitch deck, you’ll want to include everything that a potential investor needs to know about your business venture, along with anything that may have a direct impact on its current or future operations.

Keep in mind that a business pitch is an overview of the entire plan and should be presented in a summarized, succinct manner, only highlighting the key points of your plan.

Pitch decks should also be presented in a professional and organized way. They should have the appropriate layout designs and color schemes suitable to the venture being presented.

Although all aspects of the plan are important, below is a list of seven key areas that entrepreneurs should highlight when presenting their pitch to investors.


  1. Summary and Title Page

    The summary and title page should provide the name of your business, your name, title and contact information, along with the name, title and contact information of any significant key member(s) of your management team.

  2. Key Management Overview

    The overview of key management should include those who will play a key role in the business and those who have already made significant contributions to the venture thus far. Include the names, titles, roles and contributions of each founder in a very succinct manner.

  3. Target Market Definition

    Highlight your target market, market segment and market niche. It should address the problems they are encountering along with how your company will offer a solution to the problem.

  4. Market and Sales Potential

    How much of the market share you believe you can capture? What are your sources of revenue and how does that equates to sales? In other words, it should be based on your ability to secure or capture a certain number of customers. For example, if you are capable of capturing 10,000 customers and you sell widgets for $10, your customer potential is 10,000 and your sales potential is $100,000.

  5. Marketing and Sales Plan

    The overview of your marketing and sales plan should include a summary of how you plan to reach your target audience. Include the marketing methods you are planning to use along with the frequency.

  6. Competition Review

    You should provide some information about your competition, including their geographical location and how much of the market share they have. Make it a point to highlight your competitor’s weaknesses and how you plan to not only avoid falling victim to the same issues, but also how you plan to capitalize on your competitor’s flaws.

  7. Financial and Investment Plan

    The financial and investment plan should consist of any current financial activity that has taken place, including the total paid in capital. It should also provide an overview of the projected financial activity, including the source and use of funds. Lastly, you should include the overall investment opportunity, including the total amount needed from the investor, the proposed ROI, distribution periods and buyout options.


After the presentation, make sure you are prepared to answer any questions an investor might have. The information above should help the investor determine if he or she is interested in your venture. If so, a full-blown business plan should be readily available upon request. Make it a point to be mindful of the investor’s time and try to limit the presentation to 15 to 20 minutes.


Pitch Perfect

In addition to the information provided above, entrepreneurs should also possess something that is not tangible – confidence, knowledge and determination.

Experienced investors have a knack for knowing just what makes an idea transform into a successful endeavor. Be the leader they want to see and demonstrate your confidence in your product, knowledge over the industry you want to enter and the determination to succeed no matter how hard it may be.

Above all else, you will want to make sure you remain professional in your approach and confident of the work you have presented to investors. Don’t be afraid to respond to their questions with pride, and always make it a point to follow up no matter the outcome of the meeting. Remember, the right pitch just may knock your idea out of the park!


This article has been edited and condensed.

Phil Laboon started the multi-million dollar company, Eyeflow Internet Marketing,a Pittsburgh based SEO firm, from the ground up when he was 20 years old. Eyeflow has grown rapidly, recently being named by the Pittsburgh Business Times as one of 2012s Top 100 Fastest Growing Businesses in Pittsburgh, with over 100% revenue growth in the year. Connect with @PhilLaboon on Twitter.


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