• Elaine Keep

5 minute strategies for b2b: Creating a decent pitch deck

We have had a few potential b2b clients reach out to us to discuss their aims to get investment and funding for their start-up business, and as you may know, when that meeting is secured, it all starts with the pitch and the right pitch deck.

While we typically work with established B2B brands rather than startups, we are always happy to offer advice and take a look at content, and sadly, the pitch decks we have seen have been a little disappointing. When we talk to a creator, their idea is actually genius - and could have legs. The problem is the pitch deck is usually trying to pack in too much, too soon, or it's designed poorly with no structure.

Here are the top tips we give for creating a really great pitch deck.

  1. Your pitch deck needs a professional designer

We work hand in hand with designers and we know good design and bad design. While we believe that the idea is what will sell your product to investors, and the data sits at the heart of this, bad design screams 'I have no money.'

Great content is the perfect way to grab attention and explain a clear story and origin of the business, but if you've designed it yourself in PP, you are selling yourself short.

2. Add charts

This is starting to sound like a promotion for a designer - but again, charts and graphs make the unclear memorable and 'sticky'. A clear upwards trajectory is better explained with a visual than words alone.

3. Make a story arc

Tell the story one to one.

Start with a negative.

  • “You could have your bosses’ job by working on these 7 improvement areas.” Imagine getting this message as an employee.

  • "How many times a day do you get stuck on a technical issue? And how long do you think that pause in your work takes you to correct? What if this could be eliminated, instantly?"

After that, you can lay out the foundations of what your new app/ service/ product does. (Positive)

Then move onto the neutral, factual ground.

- Who does it appeal to?

- What are the trends for this demographic?

-What is the monetary potential?

- What is your plan?

- What marketing are you planning?

Then, take them back to an emotional level and heighten their sense of threat. Things sound too good to be true right now. But we are humans, we know that there has to be more to the story. To be believable, share the bad news now.

- What are the risks?

-What are the pitfalls?

- What other competitors are in the space?

Now, bring them back up.

What are you doing differently?

What does your team look like?

What are your unique qualifications or experiences?

What will the investment tangibly mean and when can they see a return?

Finally, share a video that summarises.

4. Save video content for LAST

Sharing rich content that's highly visual is a great trick for accessing people's short term memory. Consider that people can only really recall about 7 things in their short term memory. Before you wrap up into questions, share the 'euphoria' moment, your finest video.

Many people make the mistake of showing this first, when in fact, saved to the end it reiterates what they have already seen and anchors the existing facts.

(Humans love to find 'evidence for what they believe to be true, so by hammering it home that there is a £2million business on the table, or by showing visuals of the demographic, you are helping investors make links between what they have heard and what they are now seeing.)

Some great books to read if you would like to know more about psychology that has helped us understand how humans absorb information include:

The status game

Selfie: How the West Became Self-Obsessed

We hope this has helped you create the perfect pitch deck!

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