How to write a pitch deck that stands out and gets attention from investors

The Pitch 2024 is officially live. With the competition right around the corner, we’ve put together a quick guide to help you write the perfect pitch deck, stand out from the competition, and pique investor interest. 

Why do startups need a pitch deck?

In the early stages of investment pitching, it’s important to create a succinct and professional overview of your company and its vision. A pitch deck provides an accessible entry point for those unfamiliar with your ideas. 

Your aim is to make investors as passionate about your startup as you are, though it can be tricky to get exactly right. To make things a little easier, we’ve put together this handy guide to help you craft the perfect pitch deck. 

What makes a pitch deck stand out?

There’s a lot to consider when creating your deck. It can be overwhelming to know where to start or how to set yourself apart from the competition. Here’s a few tips and tricks to consider:

1.Investors will be looking for reasons not to invest 

We’ve recently been hosting a series of pitch deck reviews with founder and angel investor, Sam Simpson. In our first deck review, Sam revealed a little secret. 

Usually, investors will look for any reason not to provide funding; most angel investors only select a handful of businesses a year. With a limited amount of money to spend, a business they do invest in has to be just right. 

Check out the full episode below. 


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2.Don’t leave the investor with questions

There’s a common misconception that you should leave some questions unanswered in the hopes that investors get in touch to learn more. This isn’t really as effective as people think. 

An investor’s time is limited, so you need to build a comprehensive deck that provides a good overview of your business or idea. Investors need to feel that they know everything before deciding to opt in.

If you’re unsure of what they might be looking for, check out our article Getting investor ready: what to include in your pitch deck.

3.Build trust with a deck that’s honest

Angel investors are experienced – they’ve seen it all before. 

That’s why it’s important to be honest. An investor will be able to tell if you’re not. If they deem your deck untrustworthy, chances are they won’t waste their time on your business. 

Check out the pitch deck review below on what to avoid when creating your pitch deck. 


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How to build a great pitch deck that stands out 

To build a pitch deck that truly stands out, you’ll need to nail every aspect. We’ll take you through what you should include:

1.Title slide

The opening slide needs to be eye-catching. This is the first introduction to your company and yourself. Keep things brief and don’t overload it with information. 

2.A summary outlining your startup’s purpose 

This is your chance to really explain and sell your business and your vision. You’ll want to create a few slides that sum up the main highlights of your startup. 

3.Establish the problem your business solves 

Here you can really outline the specific market problem you’re solving. Take a deep dive on your identified pain points and demonstrate how your business will alleviate them.

4.Comparison to your competitors 

It’s crucial to acknowledge your competitors. These are the businesses you’ll be directly compared to, so your investors will want to know how you plan on standing out.

5.Outline your accomplishments so far

Take a moment to highlight your accomplishments. Show off any milestone achievements such as awards or competitions you’ve won.

6.Sell your solution with your USP

Your company’s USP (Unique Selling Point) goes hand-in-hand with the market problem you’re trying to solve. Sell investors a solution with your USP and explain why yours is better than others. Outline your competitive advantage. 

7.Deep dive on the market opportunity

You’ll need to understand how much your market is currently worth and be realistic. Potential investors will be able to tell if you’ve inflated your numbers. 

You’ll also need to calculate your TAM (Total Addressable Market). 

TAM refers to the maximum size of the opportunity for a particular product or solution. By calculating the TAM, your investors will be able to understand an opportunity’s potential clearly and easily. 

8.Outline your marketing strategy

You may not be rolling out your product or service just yet, but you should try and demonstrate how you intend to market your business. If you don’t have a live product or service, consider creating a mock-up.

Include a detailed plan as part of your marketing strategy, mention channels you might use, and explain how you plan on acquiring users. 

9. Introduce your team to the investors 

It’s not all about the business! You’ll also need to pitch your team. A strong and dedicated staff rota can help you win over investors, so highlight their strengths and accomplishments.

If you’re looking for a little guidance on stronger team building, we have an article that’ll keep you clued up. Read it here.

10. Don’t forget to go through financials and projections 

If your business is fairly established, it’s a good idea to include a record of your sales. This will give investors an idea of the projected growth your business will undertake. 

If you’re new and don’t have concise numbers just yet, you’ll need to make accurate projections. Outline how much you are going to raise and how you plan on using the capital. 

This should help you hit the ground running and build a deck that catches your investor’s eye. If you’re preparing to pitch, check out our article How do I start my pitch? Top tips from industry experts.

Learn from The Pitch alumni and their winning pitches 

When it comes to pitching, we’ve seen it all, and there’s a lot to get right. To really understand delivery and timing, it’s worth observing how other business owners present their decks. 

Here’s a few of our favourites over the years: 

The Pitch 2023 People’s choice winner: Shroot 


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The Pitch 2022 winner: Rowdy Kind


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The Pitch 2021 winner: Goodloans 


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You can check out all previous pitches on our YouTube channel or by clicking here.

If you’re looking for feedback on your pitch deck, we’re working with FounderCatalyst and their founder Sam Simpson. We’re offering our community the chance to have their pitch deck reviewed completely free of charge. Submit your deck for review here.

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Karina Kundzina
Karina is the Content and Marketing Assistant at Inkwell, the company behind The Pitch.

Applications for The Pitch 2024 are open!

The Pitch returns for another year of supporting startup founders with free advice, mentoring, investor introductions and opportunities to network with fellow founders.

The competition is completely free to enter so if you’re a UK-based startup who has been trading for 4 years or less then why not maximise your potential? 

Submit your application today to be in with a chance to win.

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