How to Make a Pitch Deck that Tells Your Business Story

You might feel that creating a pitch deck is an overwhelming task—designing slides, preparing presentations, and maybe even hiring someone to make it look professional.

What makes it more challenging is to craft it in a way that aligns with the audience's expectations.

But here’s the good news: These challenges can be tackled with the right guidance.

This blog is your step-by-step guide to simplifying the pitch deck creation process. Packed with actionable insights and real-world examples, it’s designed to help you overcome common hurdles and challenges.

To inspire you further, we’ve included examples of successful pitch decks from top companies that nailed their presentations and achieved remarkable results.

Excited? Let’s dive in and uncover how to make a pitch deck that stands out.

Do you have a business plan?

Yes? Fantastic! A well-crafted business plan can be the cornerstone of a compelling pitch deck. Having a business plan ready can help you properly present it to stakeholders. It will also provide a structured roadmap for your business, helping you tell a cohesive story.

Remember, your business plan must include key aspects:

1. Target audience
2. Competitive analysis
3. Financial projection
4. Team management
5. Long term goals
6. Exit plan

Incorporating these key aspects ensures your audience clearly understands your business plan and helps you create a pitch deck that is both persuasive and investor-ready.

If not, start with a one-page plan

If you don't have your business plan ready, don't worry. Begin with a one-page business plan. It allows you to summarize your business idea, value proposition, target market, and financial needs. This exercise helps you organize your thoughts and prioritize the most important details.

If you aim to secure funding and pitch your idea to investors, this foundational step ensures that your pitch deck is visually appealing and strategically sound. A clear, focused one-pager sets the stage for a professional and well-curated presentation that resonates with your audience. Remember, a great pitch deck begins with a solid plan!

What do you include in your startup pitch deck?

Creating a pitch deck goes beyond the standard slides. It's about weaving a story that connects emotionally and logically with your audience.

Here’s what your pitch deck development must include:

A gripping introduction

Start with a powerful hook—anything like statistics, a real-life problem, or a question that gets your audience thinking. A hook will grab your audience's attention and keep them engaged with your product/service throughout your pitch deck.

The introduction is likely the first slide of your pitch deck, so make sure your logo and brand name are prominently placed to capture your audience's attention and leave a lasting impression.

The problem

Inform your audience about the problem you solve, but avoid vague generalities like, "We help businesses grow" or "We solve communication challenges." Instead, be specific and impactful by showing real-world examples, case studies, and testimonials.

Your solution

Present your solution as an answer. The question you raised in the introduction should be answered in this slide. Remember, a pitch deck isn't just a series of slides to flip through; it should come alive with visuals, demos, or infographics. Showcase your product or service and how it addresses your target audience's challenges and benefits.

Market opportunity

Showcase your industry's market size, growth, opportunity, and potential to drive business growth. Use graphs, charts, images, and infographics to showcase your well-researched data, highlighting the demand and your ideal customer base.

The business model

Explain how you will make money, and do it in a way that is easy to grasp. Explaining complex subjects easily helps maintain your audience's focus and ensures your core idea is effectively communicated. Simple visuals or revenue streams can be effective here.

Team strength

Investors often talk about the fact that they bet on people, not ideas. Highlight your team's expertise, experience, and passion. Showcase key members, their roles, and the unique value they bring to your company.

Financial projection

Present realistic, data-driven financial forecasts. Address projected revenue, costs, and profits over the next 3–5 years. This will demonstrate your business's potential for sustainability and growth, giving investors confidence in your financial planning.

Call-to-action

Close with a clear ask. State confidently and concisely whether you're seeking funding, partnerships, or mentorship. Ensure you end with a compelling statement that inspires action and leaves a lasting impression on your audience.

Go-to-market strategy

While many mention their product, few outline how they will market it. Be clear about your marketing, sales, and distribution plans.

Risk and mitigation

Addressing risks upfront shows maturity and preparedness. Outline potential challenges and your strategies to overcome them.

Now that you know the ingredients to add, let's learn how to write a pitch deck.

How to create a winning pitch deck (w/ examples)

Creating a winning pitch deck isn’t just about designing pretty slides—it's about crafting a narrative that makes people sit up, listen, and believe in your vision. Imagine you're sharing your story with a friend over coffee. That's the energy your pitch deck should bring: engaging, personal, and memorable.

Let me guide you through the process step by step:

1) Keep it short and direct

You have about 10-15 minutes to grab and hold your audience's attention, so don't overload your deck with text or slides. Think of it this way: less is more. Focus on the key elements your audience needs to know.

For instance, the intro slide of the Airbnb pitch deck mentions “Book rooms with local, rather than hotels”, concisely explaining what their business does in just about a few words.

2) Tell a story they'll remember

People remember stories, not stats. A well-crafted story in your pitch deck should be concise—takes no longer than a minute to present. Start by clearly describing the problem in a way that resonates emotionally with your audience. Use relatable scenarios or narratives that make them feel the urgency of the issue.

Next, position your solution as the story's hero, showing how it directly addresses the pain points. The Snapchat pitch deck is a prime example. As highlighted in the screenshot, they identified a pain point and offered the perfect solution to address it.

3) Be visual, not text-heavy

Replace bulky paragraphs with strategic visuals like images, infographics, and charts. These elements simplify complex ideas and maintain audience engagement.

Research shows visuals are processed 60,000 times faster than text, making them indispensable for a compelling pitch deck. To avoid being text-heavy, use visuals as your primary communication tool for key data or concepts.

For example, use a dynamic bar graph with trend highlights instead of a paragraph on market growth. Instead of listing customer benefits, create a clean infographic showcasing user impact. This is how Airbnb shows its market size in its pitch deck:

Here's a quick guide for alternatives:

4) Highlight the unique edge

What sets you apart? Investors see hundreds of ideas daily, and your uniqueness will only help you get spotted. Clearly articulate why your business stands out.

For example, if you’re a jeweler, you can identify a gap and showcase your uniqueness by offering something like: Instead of spending heavily on expensive traditional jewelry, our 18-carat pieces are affordable. What makes us unique is their rash-free feature.

Importantly, they appear like gold and last just as long as 24-carat gold jewelry.

You can even set your company apart by showcasing your uniqueness in technology, your team's expertise, or your innovative market approach. However, to substantiate your claims, include tangible evidence, such as awards, patents, or case studies.

For instance, showcase how your technology reduced customer costs by 20% or solved problems more quickly and efficiently, such as streamlining workflows or reducing processing times significantly. You can even check out the real-life example of UberCab mentioned below:

5) Address risks and show resilience

Acknowledge potential risks and your strategies to mitigate them. In your slide, highlight specific risks, such as:

• Market competition
• Operational challenges
• Funding shortfalls
• Uncertainties in the production process

Pair these with clear mitigation strategies, such as:

• Partnerships
• Contingency plans
• Diversification

This shows resilience and planning, which informs your investors about your preparedness. Keep the slide concise—limit it to two to three key risks with corresponding strategies. Use visuals like a risk matrix or icons to make the content engaging and easy to digest. Here’s a real-life example you can take inspiration from—Airbnb:

6) Practice, then practice again

A pitch deck isn't just about what's on the slides—it's how you present it. Rehearse your pitch until it feels natural. Know your slides inside out so you're prepared for any questions that come your way.

Remember, creating a pitch deck is as much about the process as it's about the final product. Take your time, refine your story, and approach every aspect with intention. Most importantly, believe in your vision.

Should a pitch deck be professionally created?

The answer largely depends on your expertise, goals, and resources. Professional pitch deck services can offer a polished and visually compelling presentation that helps you convey your ideas clearly and effectively.

(At least, that’s what I’ve seen work countless times in my experience.)

This is especially beneficial when pitching to potential investors who expect high-quality, well-structured materials. Professional designers can enhance your deck with clean layouts, impactful visuals, and intuitive flow, which can make a strong impression.

In my opinion, a strong, polished presentation is crucial since a professional designer can make it visually compelling because only 1% of pitch decks successfully secure funding. A designer’s expertise ensures your deck stands out and leaves a lasting impression on investors.

Common pitch deck mistakes to avoid

An error in a pitch deck makes your audience question your focus, professionalism, and responsibility. To avoid this, be clear of these common errors:

Avoid “One-size-fits-all” approach

Tailoring your pitch deck to your audience is non-negotiable. Whether you pitch to potential investors, VCs, or partners, the emphasis and data must shift accordingly. A generic deck may seem efficient, but it risks failing to connect with any specific audience.

Don't use industry jargon

While industry terminology may impress insiders, it can isolate those unfamiliar with your field. Remember, not all decision-makers are subject matter experts. Simplify your language without diluting the message—clarity always wins.

Don’t over-polish your deck

This advice is mainly for early-stage entrepreneurs who often prioritize impressing potential investors. While presentation matters, investors care more about substance than style. Focus on providing deep, authentic content backed by solid data rather than just flashy visuals or catchy words.

Don't overestimate financial projections

While ambitious revenue forecasts might seem tempting, they can backfire if they appear unrealistic. Instead, provide data-driven projections and highlight how you plan to achieve them. Credibility matters more than lofty claims.

Don’t hide behind your deck

Your pitch deck should support your narrative, not replace it. Overrelying on slides can make your presentation feel impersonal. Instead, treat the deck as a tool to enhance your storytelling and engage directly with your audience.

Examples of pitch decks

Let's explore some real-life pitch deck examples that were successfully presented to investors and stakeholders. Let's dive in.

YouTube – A perfect example of a patent startup

You might be surprised that YouTube was designed as a dating app. However, with the passage of time and looking at the demand of users, YouTube changed its business strategy and came up with an exciting go-to-market plan, which made it the second most visited site after Google.

Here's what they represent in their pitch deck:

Company info:

The opening slide of YouTube's pitch deck is a masterclass in simplicity and clarity. If you observe carefully, they've smartly communicated the company's purpose. What is it? To give people a platform to upload, share, and browse user-generated video content effortlessly.

This introduction alone serves as a powerful hook. Why? At the time, platforms like Facebook allowed users to upload pictures, but there was no dedicated space for videos. YouTube identified this gap and brought a revolutionary solution to the table.

Back then, sharing videos was cumbersome—emailing large files was impractical, and maintaining video quality was nearly impossible. YouTube offers a seamless solution, allowing users to upload and share videos with just a few clicks easily.

The brilliance of this pitch deck lies in its approach. It doesn't try to overdo anything. Every slide is concise and crafted with precision. Whether it's the important slide or the conclusion, everything is presented in bullet points with short, impactful sentences that convey more with less.

Airbnb – Great example for a brief presentation

Airbnb identified a significant gap and turned it into a remarkable earning model. People love to travel, but high hotel rents often strain their budgets. The founders thought, why not reduce this expense? They encouraged locals to rent out their unused spaces, providing travelers with affordable options while allowing hosts to earn from their vacant properties. Here’s how they represent their pitch deck:

Company info:

Take a look at Airbnb's cover slide. The opening slide tells you in one line what they are and what they offer. Their tagline is “Book rooms from locals, rather than locals.”

From just the first slide, the reader instantly understands what the business is about in a matter of seconds. That’s the power of starting with a strong hook— but it’s not always to start with a tagline; it could be a single impactful line, a compelling fact, an eye-opening stat, or even a relevant quote that immediately sets the tone.

Second, this pitch deck stands out because everything is concise and to the point. There’s no text overload and key terms are emphasized with bolding for quick comprehension.

Wherever visuals like charts or images were necessary, they were used thoughtfully and effectively. They even included testimonials and press mentions, which build trust and engage the audience further.

Most importantly, the final slide clearly outlines the critical details—how much funding they’ve already raised, current revenue, and exactly what they’re asking for. This is the hallmark of a great pitch deck: it’s clear, precise, and grabs the investor’s attention without wasting time.

The bottom line

Writing a pitch deck isn't about being overly fancy or reinventing the wheel. As you've seen in those examples, successful companies didn't spend a fortune on flashy designs—they nailed the message, and that’s really the essence of it.

We hope this blog was able to teach you how to create a pitch deck. But if you still need help, don’t hesitate to ask a business plan consultant like us. We can help you with the latest market trends, key information, and unique ideas that help craft a professional pitch deck.

Ready? Book your free 30-minute consulting now!