Creating a compelling pitch deck for a start-up is critical for obtaining capital investment.

As a finance leader, your role extends beyond crunching numbers; and you can contribute to creating a pitch deck that resonates with potential investors.

Below, I'll discuss how finance leaders can assist founders in creating a pitch deck that effectively communicates the business's value proposition and growth potential.

Understanding the Role of a Pitch Deck

A pitch deck is a visual presentation that provides an overview of your business, aiming to attract investors to provide funding. It's essential for private equity, venture capital, and other forms of equity fundraising. The goal is to tell a compelling story about your business that answers three key questions from an investor's perspective: Why should I care? Why you? And why now?

Why Should I Care?

This section addresses the problem your business is solving. As a finance leader, help the founder articulate the mission and value proposition clearly. Highlight the significance of the problem and how your business provides a unique solution. This sets the stage for investors to understand the relevance and impact of your business.

Why You?

Here, showcase the strengths of your team, product, and market position. Demonstrate how your business effectively solves the identified problem. Include product demos, customer testimonials, and competitive comparisons. Emphasise the skills and experience of the leadership team. Investors need to trust that the team can execute the business plan and achieve growth targets.

Why Now?

Explain why this is the right time for investment. Discuss market trends, recent achievements, and upcoming opportunities. Present your financials, detailing past performance and future projections. Clearly state the funding requirement and how the capital will be utilised to achieve specific milestones. This section should convince investors that their investment will yield significant returns.

The Finance Leader's Contribution

As a finance leader, your involvement is important to ensure that the pitch deck is financially sound and tells a cohesive story. Here are some ways you can contribute:

1. Challenge the Founder: Provide constructive feedback on the pitch deck. Ensure the narrative is clear and compelling.  Similar to how you challenge the business when they provide a business case or project idea - try to look at it from an investment perspective; does this look like a solid investment?
2. Align Financials with the Story: Make sure the financial projections and KPIs support the business narrative. Investors want to see realistic and achievable financial goals.  Having a financial plan tacked on the end that doesn't align with the story is pointless.  
3. Simplify Complex Information: Avoid overwhelming investors with too many numbers. Present financial data in a clear, understandable format.  Ideally focus on the key numbers that help tell the story and who these in a visual, simple and clear manner.
4. Prepare for Investor Questions: Anticipate potential questions from investors and prepare detailed answers. This demonstrates thoroughness and readiness.  If you quiz the founder during the initial stages, there may be key gaps in the presentation - so preparing these early helps with a more cohesive pitch deck.  Often you don't get to a meeting stage - so the investor will look at this deck for a minute or two before picking up the phone.  Make sure that you get to that stage.
5. Ensure Consistency: The pitch deck should be a cohesive document where all sections align. Financials should reinforce the business story rather than appear as an afterthought.  This is your role and responsibility.

Key Elements of a Pitch Deck include:

1. Introduction: Briefly introduce your company, mission, and the problem you're solving.
2. Market Opportunity: Describe the market size and potential.
3. Product/Service: Showcase your product/service and how it solves the problem.
4. Business Model: Explain how you make money.
5. Traction: Highlight key metrics, milestones, and achievements.
6. Marketing and Sales Strategy: Outline your go-to-market strategy and customer acquisition plans.
7. Financials: Present your financial projections, funding requirements, and use of funds.
8. Team: Introduce your team and their expertise.
9. Closing: Summarise the investment opportunity and thank the investors for their time.

Creating an effective pitch deck is a collaborative effort that requires input from various stakeholders, especially the finance leader. By providing strategic insights, ensuring financial accuracy, and helping craft a compelling narrative, you can significantly enhance the chances of securing funding for your start-up or scale-up.

Want to fast-track your finance career growth?  Check out the steps in our Framework below to get started:

1. Sign up to our next workshop.
2. Work with me in the Financial Leadership Foundations course  that includes monthly Q&A sessions where we can discuss all of your questions and how to apply your learnings to your current role. 
3. Download the Upgrade your Management accounts course to showcase your skills as a finance leader to the Founder, leadership team and the Board.