Joe Britch
8 minute read

A comprehensive guide to structuring an investment deck

Securing an investment is often a crucial step for startups and growing companies. An investment deck serves as initial foundations, acting as a visual narrative that outlines your business’s potential and value proposition.

In this guide, we delve deep into the key elements of structuring an effective investment deck, there is no official recommended page structure however you can use this as a guide to ensure your presentation captures the attention of potential investors.

Front cover

The front cover page of any presentation provides an excellent opportunity to portray your business. Choose an impactful image, showcase your logo and brand to give a flavour of what’s to come. An ideal front cover will encompass the brand, have a clear title and invite the reader to engage and read further.

Company overview

One good way to start your investment deck is by providing a concise yet compelling overview of your company. Introduce your company’s mission, vision, and core values, highlight any general information about your mission, vision or brand ethos as a whole. This section sets the stage for investors, offering a snapshot of what your business is all about.

Problem statement

Investors are interested in solutions to real problems. Clearly define a problem your company is addressing. Discuss the pain points in the market and emphasise why solving this problem is crucial. This section helps investors understand the relevance and necessity of your product or service.


Following the problem statement, present your innovative solution. Outline how your product or service effectively addresses the identified problem. Use visuals, such as infographics or product demos, to illustrate the unique features and benefits of your solution. Clearly articulate how your offering stands out in the market.


Dive into the details of your product or service. Highlight its key features, functionalities, and the value it brings to users. Use visuals, prototypes, or product demonstrations to make your offering tangible. Address any intellectual property (IP) or proprietary technology that gives your product a competitive edge.

Why now?

Address the timing of your venture. Explain why this is the opportune moment for your business to thrive. Highlight any market trends, technological advancements, or shifts in consumer behaviour that make your solution timely and relevant. Investors need to see the sense of urgency and relevance in your business model.

Market size

You can address the market opportunity by presenting a comprehensive analysis of your target market. Providing data on the total addressable market (TAM), serviceable addressable market (SAM), and your expected market share will help investors gauge the scalability and growth potential of your business. Visually speaking, maps and infographics for this section can engage viewers.


Acknowledge and analyse your competitors. Identify both direct and indirect competitors and assess their strengths and weaknesses. A good way of doing this is with a comparison slide, comparing the differences between your offering and your competitors. Clearly articulate your unique selling propositions (USPs) that set your business apart, demonstrating a thorough understanding of the competitive landscape will enhance your credibility in the eyes of investors.

Business model

Clearly define how your company plans to generate revenue. Outline your pricing strategy, sales channels, and distribution methods. Provide insights into your customer acquisition and retention strategies. A transparent and well-thought-out business model will instil confidence in investors and will highlight your revenue-generating capabilities.


Everyone likes to see a face to a business. Introduce the key players driving your company’s success – your team. Highlight their expertise, relevant experience, and key accomplishments. Emphasise the complementary skills and synergy within the team. Investors invest not just in the idea but also in the team’s ability to execute the business plan.


Present a detailed financial projection that outlines your revenue, expenses, and profitability over the next few years. Include key financial metrics such as gross margin, net profit margin, and return on investment (ROI). Be realistic in your projections, providing a solid foundation for investors to assess the financial viability of your business.


Close your investment deck by providing clear contact information. Make it easy for potential investors to reach out and express their interest. Include email addresses, phone numbers, and any other relevant contact details. Additionally, express your eagerness to engage in further discussions and provide additional information as needed.


Crafting effective content for an investment deck requires a strategic blend of storytelling, data, and visuals. By following this recommended page structure – from introducing your company to showcasing your team and financial projections – you create a comprehensive narrative that captivates potential investors. Remember, each section serves a unique purpose in building confidence and understanding, ultimately increasing the likelihood of securing the investment your business needs to thrive.


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