Guidelines for building powerful pitch decks (+ free templates)

Your pitch deck is your chance to showcase your idea and introduce your vision to the world. Investors see countless decks, but only a few capture their attention and win their support. So, how do you make yours stand out? It’s not about cramming in data or flashy animations—it’s about clarity, impact, and a story that sticks. 
In this blog, let’s break down the best practices to craft a pitch deck that gets a resounding "yes."  And if you need a head start, there’s an example and some free pitch deck templates by Zoho Show at the end.

What is a pitch deck?

Before diving deeper into the specifics of what to do and what not to do in a pitch deck, let's cover the basics:

A pitch deck is a short presentation that explains a business idea to potential investors, partners, or clients. It includes key details about the company, product, market, business model, and revenue plans.

What should you include in a pitch deck?

You might have a lot of ideas when you start working on your pitch deck. There'll be a lot of points that you'd want to present to your audience. Make sure only to include slides that add value to your presentation and cover all the important points that are expected. Here is a list of topics that are essential for any pitch deck. 

Introduction

Start with something intriguing that hints at what’s coming next. Make your audience think and connect with you right away. Use this time to spark curiosity and set the stage for your pitch.

Problem and solution

Focus on the specific problem you are trying to solve in this part. Use storytelling to make your investors empathize with the pain points. Once you have explained the problem sufficiently, the solution you are proposing. 

Product or service overview

Provide a walkthrough of your product or service. Keep it simple and focus on how it works and why it stands out. Look for opportunities to use visuals or a quick demo to make it more engaging.

Target audience and market analysis

Clearly define your target audience's needs. Highlight key demographics, behaviors, and pain points. Then, present market research data to quantify the demand and potential growth, which helps investors see the opportunity.

Competitor analysis

Identify your key competitors and analyze their strengths and weaknesses. Highlight the demands, identify market gaps in their offerings, and explain how your solution fulfills needs that are currently unmet or poorly served. Use a competitive matrix to visually showcase where you stand, making it easy to see your unique advantage in the market.

Value proposition

Explain what makes your solution unique and why customers will choose it over competitors. Focus on the key benefits from their perspective, not just the product's features. Show how it adds value or solves a problem.

Business model

Lay out how your business will generate revenue. Whether it's subscriptions, direct sales, or partnerships, make sure to keep it clear and explain how the company will scale. Investors should quickly understand how your company will become profitable and continue to grow.

Team members

Introduce the key people behind your business. Highlight their expertise, experience, and their roles in driving the company forward. Showcase what makes your team uniquely qualified to execute the vision.

Roadmap and financial projection

Give a brief timeline of major milestones—past, present, and future. Show where you are now and where you’re headed. Then, provide a financial projection that gives investors confidence in your growth potential.

Funding needs

Be transparent about how much funding you’re looking for and where it will be used. Break it down into key areas like product development, marketing, or hiring. Make it clear how this investment will drive growth.

Do's and don'ts of creating and delivering a pitch deck

A well-structured pitch can open doors, but common mistakes can weaken your message. Here are some key do’s and don’ts to help you craft a winning pitch deck.

Do's

1. Research potential investors to understand their values and interests and personalize your presentation accordingly. Further, if you're using the same pitch deck for other investors, remember to customize and align with the interests and expectations of your specific audience.

2. Use visuals effectively. Graphs, images, and infographics make complex data easier to digest.

3. Maintain eye contact and connect with your audience instead of just reading information from your slides.

4. Clearly state what you are seeking from investors, whether it's funding, partnerships, or other support. An ambiguous request can lead to confusion and missed opportunities.

5. Acknowledge your competitors and highlight your unique advantages.

6. Do add a CTA slide in the end. This will help the investors reach out to you after the presentation.

7. Anticipate and be prepared for the questions and answer them confidently.

Dont's

1. Don't arrive at your pitch without all necessary materials or without having rehearsed thoroughly.

2. Ensure that your pitch deck has a consistent design throughout. Inconsistent fonts, colors, or layouts can distract from your message and appear unprofessional.

3. Avoid using industry jargon or complex terms that might be unfamiliar to your audience.

4. Resist using too many slides; aim for 15–20 minutes of presentation time to maintain focus and engagement.

5. Don't focus solely on data and facts. Weave a compelling narrative that connects emotionally with your audience, making your pitch more memorable.

6. Don't be monotonous. Change your tone once in a while to make your presentation interactive and engaging.

7. Avoid fidgeting or using distracting gestures. Maintain a composed and professional body language.

Now that we've reviewed the do's and don'ts of creating a pitch deck, let's take a look at an example.

Pitch deck example

Let's consider Aarudh as the CEO of an imaginary startup called Farm Drones, which focuses on drone technology for agriculture and is seeking investors. In that case, here’s how his pitch deck would ideally look.

You can now start customizing this template for free here. 

Free and customizable pitch deck templates

Here are some other pitch deck templates you can use for free.

Consumer tech pitch deck

Use this pitch deck template to showcase a new product, covering its features, pricing, target audience, distribution channels, marketing strategy, sales projections, and launch process.

Try this template.

Technology startup pitch deck

Craft a compelling investor presentation with our technology startup pitch deck template. Professionally designed to highlight your vision, market potential, and growth strategy with clarity and impact.

Start using this template now!

Retail startup pitch deck

This template is designed to showcase your retail startup's vision, strategy, and growth plans effectively. It includes key sections like the brand story, problem statement, solution, market analysis, SWOT breakdown, investment plan, financial projections, and growth strategy, ensuring a compelling and structured presentation.

Explore this template.

Final thoughts

A great pitch deck isn’t just about sharing facts—it’s about telling a story that gets investors excited about your idea. Keep it clear, engaging, and to the point, and you’ll have a much better chance of winning them over. Now, it’s time to put your ideas together and start building your pitch.

Sending good vibes for your next pitch. Happy presenting!

Also read

7 pro-tips for creating a winning pitch deck for your tech startup
5 types of business pitches and must-have slides