1. Problem: What problem are you solving?
Every strong pitch deck starts with a clear problem. Investors need to understand straight away why your start-up exists in the first place. Describe specifically what problem your target audience faces, why it is relevant, and what the consequences are if it remains unresolved. The more tangible the problem, the stronger the opening. A good ‘problem’ slide answers the following questions:
What is the specific problem? Who has this problem? Why is it important enough for people to pay for a solution?
2. Solution: What is your individual approach?
Explain here how your product, service or technology solves the problem described. Make sure your presentation is clear and show what makes your approach different from or better than existing alternatives. A good slide makes it clear:
What does your start-up offer? How does the solution work in principle? Why is it relevant to the target audience?
3. Market: How big is the potential?
Angel investors invest not only in good ideas, but in scalable opportunities. Show how large your addressable market is and what growth potential it holds. Above all, use realistic figures and present your arguments in a clear and logical manner. A convincing market slide demonstrates:
Which target audience are you addressing? How large is the relevant market? Why is now the right time?
4. Competition: How do you position yourself?
Outline here what alternatives already exist and why your start-up is positioning itself differently. Compare yourself with direct competitors, indirect solutions or existing behaviours of the target audience. A strong slide answers:
What alternatives are already available? How does your approach differ? Why do you have a realistic chance of succeeding?
5. Business model: How do you make money?
Investors want to quickly understand how a good solution or idea can be turned into a commercially viable business. This slide should clarify who pays, what they are paying for, and how recurring, scalable revenue can be generated. Typical questions include:
Who is the paying customer? What is the pricing model? What is the long-term revenue potential?
6. Marketing & Sales: How do you attract customers?
A good solution isn’t enough if nobody knows about it. That’s why every pitch deck needs a clear go-to-market strategy. Show which channels you intend to use to reach your customers and how, what sales steps are planned, and whether you’ve already seen any initial success. A good marketing slide shows:
How do you attract new customers? Which channels are particularly relevant? What lessons have you learnt so far, and what key metrics are there?
7. Team: Who is behind the start-up?
For many (angel) investors, the team is the most important factor in their decision-making. Particularly in the early stages, there is a great deal of uncertainty, which is why it is all the more important that the team is capable of learning, has strong execution skills and possesses the right technical expertise. A compelling team slide answers the following questions:
What skills does the team bring to the table? What relevant experience do they have? Why is the team well-suited to the challenge?
8. Next Steps: What happens next?
A pitch shouldn’t just end; it should clearly set out the path to the next step. On the ‘Next Steps’ slide, you show exactly what you’re looking for. Whether it’s capital, contacts, strategic support or feedback, make sure you include an appropriate call to action. A good conclusion makes it clear:
What is the next milestone? What support are you seeking? How can investors take concrete action?
