How to

Develop
Solid Pitch
Deck for
Your Startup
Ivan Arie Sustiawan
CEO & Co-Founder TaniHub & TaniFund
Before we start
Before we start

How to Develop Solid Pitch Deck for Your Startup

 Why do you need a pitch deck?

Your pitch deck is a short, inspiring, and promising story of your business/idea.

1
You need a pitch deck because you want to tell and convince your potential investors

2 about the story of your business/idea.

Your pitch deck shall give an investor insight into your business so the potential

3 investors are confident to put their money into your startup.

How to Develop Solid Pitch Deck for Your Startup

 What do you need to develop a pitch
deck (minimum)

Valid idea and A full time of co- Minimum Viable Market and
business case founder and team Product (MVP) competition map
member

How to Develop Solid Pitch Deck for Your Startup

Let’s start
Let’s start

How to Develop Solid Pitch Deck for Your Startup

 The most recommended pitch deck
outlines:

1. Cover Slide 7. Market/Competition Map (Optional if you don’t

have sufficient real data)
2. Elevator Pitch
8. Revenue Model: Key Revenue Streams &
3. Problem & Solutions
Business Model
4. Market Opportunity: Define Market, Target
9. Expense Model: Key Expenses, Time Efforts &
Customer, & Target Market Size
Strategy
5. Team (If really impressive, potentially move slide
10. Financial Projections
after “Elevator Pitch” slide)
11. Capital Raise & Uses
6. Milestones & Traction (Optional if no real traction
yet) 12. Closing Slide: Questions? Contact Details

How to Develop Solid Pitch Deck for Your Startup

 1 Cover Slide
1. Logo/Name of Company with attractive picture
background

2. Purpose of Presentation: “Investment Deck”

3. Slogan of your business vision or mission

4. Name of Presenter / CEO

How to Develop Solid Pitch Deck for Your Startup

 2 Elevator Pitch
1. Create a brief one liner that describes:
 What’s your big vision and mission?
 Define the company/business in a single declarative
sentence
 Graphically show all of this if possible (and use less
words than on this slide!)

How to Develop Solid Pitch Deck for Your Startup

 3 Problems & Solutions
1. Problems
 Describe the pain of the customer (or the customer’s
customer)
 Outline how the customer addresses the issue today
 Clearly show the pain of the problem or convey the strong
need that is currently unfulfilled.

2. Solutions
 How does your technology/product application specifically
solve the problem or alleviate the “pain” for this market?
 Demonstrate your company’s value proposition to make
the customer’s life better
 Show where your product physically sits
 Provide use cases

How to Develop Solid Pitch Deck for Your Startup

 4 Market Opportunity
1. What is the Total Addressable Market (TAM)?
 What’s your real target market size? Example: Total sales
of mid-priced women’s shoes online (TAM) vs. Total
online retail sales (General Market)
 Name it. Size it: in Units and/or Revenue. Growth rate %
& projections.
 Obtain the statistic data of market tractions from valid
sources (i.e. BPS/Government official web)

2. Define Target Client? Key characteristics?

 Ex. Consumers vs. Enterprises, Demographic target vs.
Type of business (small vs. large)

3. Current demands and unique needs?

4. Is it a niche or massive market?

How to Develop Solid Pitch Deck for Your Startup

 5 Team
1. Core Team: The Founders & Key Team Members

2. Photos

3. Relevant Experiences / Successes (Exits?)

4. Leadership Experience

5. Education

6. Don’t write sentences, do 1-3 brief bullets per person,

or even better do 1 key bullet per person

“We are young, talented, and experienced team with solid

entrepreneur background and ...”

How to Develop Solid Pitch Deck for Your Startup

 6 Traction / Milestone
1. Timeline / Key Milestones

2. Soft Traction: See other people think we’re awesome!

 Accelerator programs (we graduated!)
 Awards: #1 Best Startup / # 1 Best DEMO
 Lots of articles about us: TechCrunch / Forbes / CNN /
FOX

How to Develop Solid Pitch Deck for Your Startup

 3. Hard Traction: We’re growing fast! Lots of clients and
making money!
 Brand name clients or strong volume in pilot phase and/or
paying
 A growing pipeline that will generate lots of $
 We’re performing amazing for clients, look at these
results!
 See our key business metrics, see we’re doing great!

4. Show increasing # customers, increasing total revenues,

increasing revenue per customer, decreasing cost to
acquire a customer.

How to Develop Solid Pitch Deck for Your Startup

 7 Market / Competition Map
1. Show how you fit into the Market Landscape

2. Direct Competitors vs. Indirect Competitors?

3. Types of Diagrams/Charts:
 Market Landscape: X / Y axis charts or Venn diagrams
(often used, easy to make, easy to understand)
 Feature List Comparison (often weaker looking, more
confusing, takes longer to understand)

4. Pitch why you’re 10x better, not just 3x better!

How to Develop Solid Pitch Deck for Your Startup

 8 Revenue Model
1. How do you make money? Key revenue streams?

2. Recurring revenue frequency?

3. High Volume vs. Low Volume Business?

4. Example showing basic math:

 100 Clients x A Units x B Fee = $C Revenue
 Easy to apply multiples: 10x, 100x clients

5. Cash collections: Immediately? 30-90 Days?

6. Expected conversion rate to get a paid client?

7. Expected ARPU (Average Revenue Per User)?

How to Develop Solid Pitch Deck for Your Startup
 9 Expense Model
1. Key expenses/time-efforts needed to generate revenue?

2. Average Cost to Acquire a Customer (CAC)?

3. Cost to maintain a customer & build recurring sales?

4. Monthly burn rate, now vs. after funding?

How to Develop Solid Pitch Deck for Your Startup

 10 Financial Projection
1. # Years Projected:
 Early-mid stage: 1-2yr historical, 3-5yr projections

2. Target Market Size vs. Acquired Clients:

 Show total # potential clients in target market per year. Show
growing market size.
 # Free Users vs. # Revenue Generating Users
 Show total # clients per year and % market penetration
• Shows entrepreneur’s sanity: Growing from 0% to 1%-
5%+ penetration is usually sane and conservative,
acquiring 50%-100% of the target market is insanity

How to Develop Solid Pitch Deck for Your Startup

 3. High Level Financials:
 Main line items: Revenue, COGS, Gross Profit, Operating
Expenses, EBITDA
 Optional: Break out key revenue streams, Gross vs. Net
Revenue
 Optional: Break out key expenses (Ex. # Employees)

How to Develop Solid Pitch Deck for Your Startup

 11 Capital Raise & Uses
1. Capital
 How much capital are you looking to raise?
 Capital Raise? Example: Seed Round: up to $500K, Series A:
$2M-$3M
 Investors in Round: Previous investors? New investors?
Founders? Key angels or strategics?
 Avg. Monthly Expenses? / How long will new $ last (runway)?
 Prior Investment Rounds: Size? Investors? Valuation? Key
Terms?

2. Use of Proceeds: (Name It / $ Amount)

 Sales & marketing, Hire key employees, Founders salaries
(Don’t be greedy!!!)
 Build out / further develop technology, File patents
 Achieve key milestones: 1st Client? Get to Breakeven? 3x
Rev Growth?
How to Develop Solid Pitch Deck for Your Startup
 12 Closing Slide
1. Your Logo (Big & in Middle) / Link to site

2. Any Questions?

3. Contact Info: Name / E-mail / Phone

4. After all questions have been asked by the investor, ask

“What’s the next step in the process?”

Remember:
Goal of Meeting = Get the Next Meeting

How to Develop Solid Pitch Deck for Your Startup

 Key Tips
1. Suggested Core Slide Deck for early stage: 15-25
slides
2. There are no correct # of slides, only key pieces
that need to be covered
3. Keep slides clean, no clutter: ~1-5 bullets/slide,
~5-10 words/bullet and big clear images
4. Show “super simple” images, graphics and
diagrams (that need little to no explanation)
5. Deck should be simple / clear enough to explain
itself and not need you to present it
How to Develop Solid Pitch Deck for Your Startup
6. Check for typos / math errors or internal
inconsistencies (# widgets on slide A vs. slide B)
7. Consistent Formatting: Caps vs. lowercase,
colors, font type, font size, spacing, etc.
8. Add page numbers (Bottom right of page)
9. Dark backgrounds with light text colors project well
(kills printer ink, but who prints?)
10. You can also use white backgrounds with
black/dark color font
Thank You
Thank You

How to Develop Solid Pitch Deck for Your Startup