Framing Your Pitch Deck

How organising your pitch deck will set the tone.

Ever wonder which template is the best? Some start with a problem statement, some start with goals and values, and some start with founder’s experience and team but which would suit you best? Is one superior to the other? Instead of spending time doing the research, I am going to sum up how different outlines will set the tone for your pitch deck in this newsletter.

First Impression

Ask any sales, persuasion, or negotiation specialist and they would tell you that the first impression is set in the first SEVEN to TEN seconds. In a pitching environment, you will then have the first moments of what I call full concentration from the recipients. After which, prejudice and doubt starts setting in that will result in deteriorating concentration during your pitch. What information to start your pitch off is vital to having the right information seared into their impression of you and your company in their consideration of funding you or taking on your solutions.

Starting with Problem Statement

Some pitch templates start things off with a problem and may follow the Monroe’s Motivation Sequence. I would use this outline when the problem is an everyday joe’s problem, not limited to a selected segment unless that segment is a big enough potential. OR my solution is so revolutionary that it will disrupt the way we think about resolving said problem. (Think how Uber was revolutionary to hailing rides or how Airbnb was to booking accommodations). If I were to use this outline to my pitch, I would use a problem that is commonly faced by the person whom I am pitching to. Remember, the pitch is about them, not you. So that the solution will favourable to be adopted or believing that the solution will be adopted by many.

Framing a pitch on a problem solution outline is good and logical in my opinion. A common mistake that I have encountered (myself and others) is that I will tend to fall back to describing the problem instead of pitching the problem. So just a heads up, don’t be informing, be persuasive.

Starting with Goals and Values

A tricky way of starting a pitch in my opinion because I am never any good at using this method. No one can possibly know everything so I am going to admit that I am not good at using this. Reason behind this is my work experiences have always favoured facts and figures over goals and values in the pitch deck. Having said that, I do think that it works when you know the organisation or person puts emphasis on similar values to what your business is striving for. I’m not saying that this doesn’t work because I have heard a podcast on motivation and one of the factors that will keep you motivated on the long run is values. If today, the goals and values of said receiver is about data protection, and your company values that and what your company revolves around that then yes, I believe you can have a compelling deck derived around the values. What I have seen so far is that values rarely go beyond the slide as a list. If it is a value that you put emphasis on, it can be incorporated throughout the pitch deck because you are trying to create resonance or a link between you and the person on the other side of the table.

Founder’s Background

I love it when Chris Voss pointed out “… resumés correlates loosely to the ability to get the job done. If a resumé correlated exactly with people being able to do their job, there would be no HR. People would keep their jobs”. Despite my beliefs, it is what people tend to refer to. Here’s how I would use Founder’s background. If I had started a wildly known company or product that is recognised easily when I mention it, then it would be a great way to start the pitch deck. In my opinion it has to be impressive to the point that people will go “Owh?! YOU built that company?!” This would then lead them to ask you why did you leave, why are you doing this now, building on your credibility as you continue to answer them or pitch. If I were to include an extensive background info at the beginning of my pitch, it has to be persuasive towards the end goal. Not a filler slide.

Remember, whichever template you use has a purpose. It is like a brilliantly designed interior of a home. It would incorporate natural lighting, function and aesthetics. Pick whichever template that will best suit your deck to have the highest possible chance of convincing others. Subscribe for more tips on pitching!