How To Structure A Pitch Deck

The thing is that many entrepreneurs might arrive at this stage of pitch construction without a lot of experience in crafting a compelling pitch deck structure. Even those who can hold a room transfixed with entertaining anecdotes might never have sat down to actually plot out a story. You may consider this kind of work the domain of novel writers, people who combine creativity with logical, coherent plotting. However, if you want to create the perfect pitch, you need to embrace the challenge and get your structure spot on.

The purpose of pitch structure

Nailing your investment pitch structure is principle number three of the Six Principles of the Perfect Pitch, as it’s the structure that plays a crucial role in constructing that all-important narrative. The three purposes of a winning structure are:

1. To present your story in digestible chunks, free of waffle.
2. To provide a route through the information, so they can absorb what they need to know about your idea, business case and market.
3. To showcase you as an investable entrepreneur who is highly resourceful, understands financial risk and has a plan for commercial success.

Don’t assume anything

There is no reason to believe that the investor you are meeting has any experience of the sector you operate in. Unless they’ve specifically told you that they are an expert in the industry, you should approach your pitch as if they know very little.

Did you know that around 80% of angel investors consider themselves to be ‘sector-agnostic’? This means they don’t limit their investments to any particular industry or niche. That’s excellent news for entrepreneurs because it means the pool of potential investors is large. However, it’s also the reason that many pitches fall flat and fail. Let us explain why.

The biggest mistake you can make with your investment pitch structure

You are an expert in your business and your industry, you live and breathe it. Your potential investor has little or no knowledge about the sector or your idea. So, your pitch needs to adequately explain everything and build on the knowledge within in a logical fashion.

Sadly, this is something many entrepreneurs get completely wrong.

We’ve seen so many pitches that introduce a point on slide two that isn’t adequately explained until slide nine. Plenty of pitches dive into the subject without any setup and context. Others make huge assumptions about investor knowledge, so they are incoherent to those learning about this industry for the first time. Long story short, they are structurally a mess.

For investors, this is maddening. To listen to a pitch with a confusing pitch deck structure that you can’t easily follow and that asks you to do a lot of ‘dot-joining’ is frustrating and alienating. It also denies them the chance to absorb and process the information about your idea, so they might miss a great opportunity because it’s not well explained. Nobody wins when a pitch’s structure is all wrong.

How to approach the structure of your pitch

Now you know where it can go horribly wrong, here’s some advice on how to structure a pitch deck and get it right.

Your business idea is unique, and there is no ‘one size fits all’ approach for how to structure a pitch deck. Google “What slides I should have in my pitch” and you’ll get millions of results. In the top few pages along you’ll be presented with dozens of different structural suggestions.

The truth is, you need to consider how to structure a pitch deck to tell your story to someone who has never heard it before in a way that highlights all your strengths. This will be entirely different to AirBNB, Uber or whoever else’s pitch you stumbled across in your research.

By now, you should have completed the ‘preparation’ phase of the Six Principles of the Perfect Pitch . This means both your business plan and financial projections are ready.

Go through them and work out the most powerful and winning points that explain why this opportunity is unmissable for investors. You have to be super selective about what you include and what you leave out.

Remember, you’ve only got 15 – 20 slides to play with in your pitch deck. You need to use them wisely. The structure needs to begin with an introduction to the sector, showing the gap in the market and explaining what consumers are looking for. You then move on to explain the investment opportunity step-by-step.

This is your chance to showcase your investment opportunity and tell the story that’ll win over investors and make your dream a reality. By getting the structure of your pitch right, you can give yourself the best chance.

We’re going share with you an exact formula to plot out your pitch structure in an upcoming blog, but you can find everything you need to know right now by downloading Investable Entrepreneur, the Amazon bestseller from Robot Mascot COO James Church.

Tips on how to structure a pitch deck

1. Start with a solid structure

Your pitch deck is your story, and like any good story, it needs a strong structure. Begin by planning how you will guide your investors through your narrative, ensuring it flows logically from start to finish.

2. Present information in digestible chunks

Break down your pitch into clear, concise sections. Avoid overwhelming your audience with too much information at once. Each slide should focus on a key point, making it easy for investors to follow along.

3. Avoid assumptions about investor knowledge

Assume your investors know little about your industry unless they’ve indicated otherwise. Explain your sector, market gap, and solution clearly, ensuring that even those unfamiliar with your field can grasp the key points.

4. Highlight key points early

Don’t bury important details deep in your pitch. Ensure that critical information is introduced early and reinforced throughout, so investors aren’t left trying to piece things together on their own.

5. Create a logical flow

Structure your pitch deck so that each point builds logically on the last. Start with an introduction to the sector and market gap, then move on to your investment opportunity, making sure each slide flows naturally into the next.

6. Be selective with your content

You have limited space—typically 15-20 slides—so choose your content wisely. Focus on what’s most compelling and relevant to your investment case, and leave out anything that doesn’t directly support your story.

7. Introduce your sector and market gap

Begin your pitch by introducing your sector, highlighting the gap in the market, and explaining what consumers are looking for. This will set the stage for why your business is positioned to succeed.

8. Explain the investment opportunity clearly

After setting the context, walk your investors through the investment opportunity step-by-step. Make it clear why this is an unmissable chance and what makes your business a compelling choice.

9. Avoid structural mistakes

Common pitfalls include introducing concepts too early without explanation, making assumptions about investor knowledge, or failing to maintain a logical flow. Ensure your pitch is easy to follow and doesn’t require investors to connect too many dots on their own.

10. Tailor the structure to your story

Remember, there’s no one-size-fits-all structure for a pitch deck. Tailor your pitch to your unique story, highlighting your strengths in a way that’s compelling and relevant to your specific audience.

11. Focus on being concise and clear

Investors value clarity. Make sure each slide in your pitch deck is free from unnecessary jargon or complicated explanations. Aim to communicate your message as simply and clearly as possible to avoid any confusion.

12. Showcase yourself as an investable entrepreneur

Use your pitch deck structure to demonstrate that you are a resourceful entrepreneur with a solid understanding of financial risk and a clear plan for commercial success. Highlight your strengths and how they contribute to the potential success of the venture.

13. Balance storytelling with hard facts

While your pitch deck should tell a compelling story, it should also be grounded in solid evidence. Use your business plan and financial projections to back up your narrative, showing that your idea is not only exciting but also feasible.

14. End with a strong conclusion

Just as a good story has a powerful ending, your pitch deck should conclude with a strong call to action or summary that reinforces why the investment opportunity is not to be missed. Make sure to leave a lasting impression.