The (non)Art of Pitch Deck Templates

It is a common goal of founders to establish their idea for funding with an innovative pitch deck. However I think founders ignore the fact the deck is a tool, the idea needs to be innovative, not the pitch. Some of the plainest pitches are successful in raising capital, there are a few reasons for this.

1. Pitching a standard template means talking to investors the way they are used to be spoken to. Regardless if you believe this is good or not, it improves the chance you speak to them in a means they have been trained to listen.
   • It is incredible how often people pitch profit before problem. While certainly I care about the profit more, I can’t begin to evaluate that without looking at the problem. I’m trained to look for the emotional connection to the problem and a few slides of marinating before the P&L.
   • A little flare goes a long way, logo, color, font may be all the flare you need, but if your idea is investable, it will stand on its own merits regardless of the uniformity of the deck. In other words, pitching on the same playing field isn’t a disadvantage.
   • In my experiences, the best pitches are simple but sometimes the products aren’t. Following a standard template reduces the complexity of the presentation.
   • The Investment Memo that follows listening to your pitch WILL be a standard format, so why shouldn’t your deck?

Pitching is an art and while inherently involved innovation, it is understood using a well-established outline. The best pitch decks, despite their diversity, share a common structure that includes an introduction, problem statement, solution, market analysis, product description, business model, marketing strategy, team introduction, and financial projections.

Again, why stick to this formula? Firstly, it’s time-tested. Investors are accustomed to this format, enabling them to quickly grasp the essence of your business idea. Secondly, it ensures completeness, covering all the critical information an investor needs to make an informed decision. Lastly, it puts your idea on an even playing field with others, allowing your unique solution and business model to shine through without getting lost in an unconventional presentation structure.

Innovation WITHIN this framework is not just allowed; it’s encouraged. The challenge is to present your idea compellingly within the confines of this structure, emphasizing your business’s uniqueness and potential for success. Sticking to the general outline of a pitch deck ensures clarity, efficiency, and a greater chance of resonating with your target investors.