Evaluating a pitch deck is both an art and a science. A great pitch deck tells a compelling story, demonstrates market opportunity, and showcases the team’s capability to execute its vision.
However, not all pitch decks are created equal, and understanding how to analyze one effectively can provide invaluable lessons for crafting your own. Knowing what makes a pitch deck stand out is crucial whether you’re preparing for investors, partners, or customers.
This includes clarity of purpose, problem-solving alignment, visual design, and a strong call to action.
In this article, we’ll break down key criteria for evaluating pitch decks and uncover actionable insights to help you create one that resonates, engages, and inspires.
Factors to consider in a pitch deck analysis
When analyzing a pitch deck, focus on key elements like the problem being solved, the target market, and the unique value proposition. The business model and financial projections must also be assessed to ensure feasibility and growth potential. A good pitch deck communicates the startup's vision, strategy, and potential to captivate investors.
1. Company and Pitch deck overview
The "overview" section is crucial in pitch deck analysis because it provides context and establishes the foundation for evaluating its effectiveness. This is why we analyze the pitch deck in the first place - it gives a potential benchmark for where we can aim and demonstrates what we could achieve by following a similar approach.
Here's why each element matters when checking the overview
Company details
Company name: Identifies the business and sets the tone for understanding its brand and positioning.
Industry: Provides insight into the company's market, helping assess relevance and trends.
Website: Offers a firsthand look at the company’s digital presence and alignment with its branding.
Business model: Explains how the company generates revenue, a core factor for investors.
Customer model: Highlights the target audience and customer segmentation, which is critical for understanding scalability and market fit.
Pitch deck details
Amount raised: Demonstrates the deck’s success and provides a benchmark for evaluation.
Year: Contextualizes the deck in terms of market conditions and trends
Stage: Indicates the company’s maturity (seed, Series A, etc.), which affects the content and focus of the deck.
Investors: Reflects the credibility and validation the company received, adding weight to the analysis.
2. Purpose of the deck
What It Is: The deck’s primary goal (e.g., securing funding, pitching to partners, or selling a product).
Purpose: Ensures the content and structure support its intended objective.
Questions to Ask:
- What is the deck’s primary objective (e.g., investment, sales, partnerships)?
- Does every slide align with this objective?
- Is the tone and language consistent with the intended goal?
Best Scenario: The deck is laser-focused on its goal. For example, an investor pitch presents financial metrics, growth potential, and ROI, while a sales pitch focuses on customer benefits and testimonials.
Example Explanation: If the deck aims to secure Series A funding, it should emphasize financial projections, market opportunity, traction, and team credentials. Investors would expect clear data-backed evidence of growth potential, a scalable business model, and a plan for utilizing the funds. Conversely, a partnership pitch deck would prioritize synergies between the two parties, highlighting mutual benefits and the value of collaboration.
Good Example: A startup seeking $3M in Series A funding creates a pitch deck that includes:
- A compelling problem statement and precise solution.
- Market size data supported by credible research.
- Financial projections demonstrating ROI for investors.
- A strong call to action outlining how the funds will be allocated. This deck aligns perfectly with its purpose, focusing on investor priorities like scalability and profitability.
Bad Example: The same startup includes excessive product details and customer testimonials while neglecting financials, market opportunity, and team credentials. This misalignment confuses investors, making the deck seem more suited for a sales pitch rather than a funding request.
By aligning content with its purpose, the deck becomes more compelling and achieves its desired outcome.
3. Target audience fit
What It Is: How well the deck addresses its intended audience's needs, expertise, and expectations.
Purpose: Ensures the pitch resonates with the audience by tailoring the language, tone, and content to their priorities and concerns.
Questions to Ask:
- Who is the primary audience (e.g., investors, partners, or customers)?
- Does the language match the audience’s expertise (e.g., technical, non-technical, high-level overview)?
- Are the audience’s key priorities and pain points addressed?
Best Scenario: The pitch uses tailored content and visuals that speak directly to the audience’s interests. For instance, an investor-focused deck emphasizes ROI, while a customer-focused pitch highlights product benefits.
Example Explanation: For an investor pitch, the audience is primarily interested in scalability, financial viability, and market size. A well-tailored deck for investors will avoid unnecessary technical jargon and focus on key metrics, projections, and the team’s execution ability. On the other hand, for a pitch to technical partners, the audience would expect detailed information about the product’s functionality, technology stack, and competitive differentiation.
Good Example: A SaaS company pitching to venture capitalists creates a deck that includes:
- A clear explanation of the problem and solution.
- Market opportunity and TAM/SAM/SOM analysis.
- Metrics like MRR (Monthly Recurring Revenue) and customer acquisition cost (CAC).
- An ask slide that specifies the funding amount and planned allocation. This deck aligns perfectly with investor interests, avoiding unnecessary product specifics or overuse of technical details.
Bad Example: The same SaaS company presents a highly technical deck with detailed product architecture diagrams, leaving out critical investor-focused elements like market size, financial projections, and ROI. While the product might impress a technical audience, this approach alienates investors, making the pitch seem unfocused and irrelevant to their priorities.
By tailoring content to the audience’s expectations, the pitch is more likely to resonate and achieve its goals.
4. Number of slides and conciseness
What It Is: The total slide count and how efficiently the deck communicates its content.
Purpose: Maintains audience engagement by presenting the information concisely and ensuring that every slide serves a clear purpose.
Questions to Ask:
- Is the number of slides appropriate for the context (e.g., 10–15 slides for most investor decks)?
- Does each slide focus on a single key idea or message?
- Are there redundant or overly detailed slides that could be streamlined?
Best Scenario: The deck is concise and impactful, with 10–15 slides that cover all critical elements (e.g., problem, solution, market, team, financials) without overwhelming the audience.
Example Explanation: A compelling pitch deck balances brevity with detail, ensuring that each slide adds value to the presentation. For example, an investor pitch should typically be 10–15 slides covering the essentials: problem, solution, market opportunity, team, financials, and call to action. Any extra information, like detailed financials or product specs, can be included in an appendix to keep the core presentation concise.
Good Example: A startup creates a 12-slide deck for investors that includes:
- A title slide, problem and solution overview, market opportunity, business model, traction, financials, team, and a clear ask.
- Each slide is visually clean, focusing on one key idea, and the presentation flows logically without overwhelming the audience.
Bad Example: The same startup presents a 25-slide deck with excessive product details, multiple slides on the same topic (e.g., four slides about the problem), and unnecessary content (e.g., deep historical company background). This length distracts the audience, dilutes the message, and risks losing their attention before reaching the call to action.
By keeping the deck concise and focused, the presenter ensures the audience remains engaged and the key message is delivered effectively.
5. Clarity of problem and solution
What It Is: The ability of the pitch deck to clearly define the problem being addressed and explain how the solution effectively resolves it.
Purpose: Demonstrates the necessity and value of the product or service, ensuring the audience understands why the business exists and how it creates impact.
Questions to Ask:
- Is the problem clearly defined and relatable to the target audience?
- Does the solution address the problem directly and effectively?
- Is the explanation concise, engaging, and free from unnecessary jargon?
Best Scenario: The problem and solution are presented compellingly, using real-world examples or relatable scenarios. The explanation is simple, impactful, and avoids unnecessary complexity.
Example Explanation: A compelling pitch deck describes the problem in a way that resonates with the audience, clarifying why the issue is significant. The solution should address the pain points, emphasizing its unique value and practical application. For instance, rather than saying, “We provide software for businesses,” a deck might frame the solution as “We help small businesses reduce payroll errors by 90% through our automated platform.”
Good Example: A fintech startup highlights a specific problem: “Small businesses lose $120 billion annually due to payroll errors.” The solution slide follows “Our platform automates payroll processing, reducing errors by 90% and saving businesses time and money.” It uses a real-world example of a small business that benefited from the platform to reinforce the impact.
Bad Example: The same startup presents the problem as “Payroll is hard” without providing context or evidence of its significance. The solution is vague, such as “We offer payroll software,” and lacks specific details about how it addresses the problem. This approach fails to engage the audience or demonstrate the solution's value.
By clearly articulating the problem and solution, a pitch deck can capture the audience’s attention and establish the product or service as a necessary and effective answer to a real-world challenge.
6. Narrative flow and structure
What It Is: The logical progression of slides and how the pitch deck builds and tells a cohesive story from start to finish.
Purpose: Keeps the audience engaged and ensures they understand the key points without confusion or unnecessary repetition.
Questions to Ask:
- Does the pitch deck follow a logical structure (e.g., problem → solution → market → financials → ask)?
- Are transitions between slides smooth and intuitive?
- Does the story build toward a compelling conclusion and call to action?
Best Scenario: The narrative is well-structured, with each slide logically leading to the next. The flow keeps the audience engaged and builds momentum toward the final ask.
Example Explanation: A strong narrative structure ensures the audience can easily follow the story without feeling lost or overwhelmed. For instance, the pitch might start with an engaging hook (e.g., a powerful statistic about the problem), build through key details like market opportunity and traction, and conclude with a clear, compelling call to action. A poorly structured deck, on the other hand, might jump erratically between topics, making it hard for the audience to follow the argument.
Good Example: A SaaS startup organizes its pitch deck as follows:
- Starts with a striking statistic about the problem.
- Introduces the solution with a concise explanation and visuals.
- Highlights the market size and growth potential.
- Demonstrates traction with user metrics and testimonials.
- Ends with a strong call to action, requesting funding with a clear allocation plan. The deck transitions smoothly from one section to the next, maintaining audience engagement and delivering a cohesive message.
Bad Example: The same startup presents a disorganized deck, starting with a detailed product demo, followed by an unrelated team slide, then jumping to market size without addressing the problem. The lack of logical flow confuses the audience, making it hard to grasp the core message or see the deck’s overall purpose.
By ensuring the narrative flow is logical and engaging, the pitch deck can seamlessly guide the audience through the story, building excitement and clarity around the business opportunity.
7. Market opportunity and size
What It Is: The presentation of the market’s size, growth potential, and target audience demographics.
Purpose: Demonstrates a substantial and growing demand for the product or service, justifying the business’s scalability and investment potential.
Questions to Ask:
- Is the market size (TAM, SAM, SOM) clearly defined and supported by credible data?
- Are growth potential and future opportunities highlighted?
- Does the deck explain how the company will capture its target market?
Best Scenario: The deck presents data-backed visuals (e.g., charts, graphs) showing the total addressable market (TAM), serviceable addressable market (SAM), and serviceable obtainable market (SOM). Growth opportunities are realistic and aligned with the product’s value proposition.
Example Explanation: A strong pitch deck highlights market size with precise, credible data, explaining the business’s position and strategy for capturing market share. For example, a company targeting a $50 billion TAM should also define its SAM (the segment of the market it can realistically serve) and SOM (the market it expects to capture in the short term). This breakdown illustrates growth potential and instills confidence in the company’s understanding of its competitive landscape.
Good Example: A health-tech startup identifies a $30B TAM for digital healthcare tools, explains its SAM as $5B in outpatient clinics, and its SOM as $500M based on current traction. The deck uses a simple, well-labeled chart to break this down and supports the data with research from credible sources (e.g., industry reports or government statistics). It then explains how the company’s solution targets this market segment effectively, highlighting scalability and growth potential.
Bad Example: The same health-tech startup mentions a $30B market size but does not break it down into TAM, SAM, and SOM. The deck lacks visual aids or credible data to support the claim. It also fails to explain how the company plans to capture a meaningful market share, leaving investors unsure of its growth strategy.
A pitch deck can demonstrate the opportunity and inspire confidence in its scalability and profitability by providing clear, data-backed market insights.
8. Scalability and growth potential.
What It Is: The business model's ability to grow efficiently and generate increasing returns over time with minimal incremental costs.
Purpose: Demonstrates the long-term potential for expansion, profitability, and capturing a significant market share.
Questions to Ask:
- Does the pitch explain how the business will scale effectively?
- Are plans for geographic or market expansion clear and realistic?
- Are scalability challenges addressed, along with strategies to overcome them?
Best Scenario: The deck clearly outlines how the business can expand its reach and revenue with proven or projected scalability. Early traction or success stories demonstrate that growth is achievable.
Example Explanation: Scalability is a key factor investors consider, as it reflects the business’s potential for growth without proportional cost increases. For example, a SaaS business can scale rapidly because software can be distributed to thousands of users without significant additional expense. A pitch deck highlights such scalability with supporting data and strategies to reassure investors of the business’s ability to grow sustainably.
Good Example: An e-commerce startup demonstrates scalability by showing:
- An existing user base with growing adoption rates.
- Plans for geographic expansion with minimal operational costs due to its tech-driven model.
- Projected revenue growth supported by a low customer acquisition cost (CAC) and high customer lifetime value (LTV).
The pitch includes visuals like a projected growth chart and a timeline for entering new markets, making the scalability story clear and compelling.
Bad Example: The same startup only states, “We plan to scale globally,” without explaining how or addressing operational and logistical challenges. There are no financial projections or metrics to support the claim, leaving the audience skeptical about the feasibility of growth.
By clearly defining and substantiating scalability, a pitch deck can instill confidence in its potential to grow and succeed in the long term.
9. Competitive advantage
What It Is: The unique factors or strategies that differentiate the business from its competitors and give it an edge in the market.
Purpose: Builds confidence in the business’s ability to compete effectively and sustain a leadership position in its industry.
Questions to Ask:
- Is the business’s unique selling proposition (USP) clearly articulated?
- Does the deck highlight barriers to entry or competitive moats (e.g., patents, brand loyalty)?
- Are competitors identified and analyzed to show differentiation?
Best Scenario: The pitch deck effectively communicates why the business is better or distinct from competitors, with clear, evidence-backed examples of differentiation and long-term defensibility.
Example Explanation: A strong competitive advantage is critical for attracting investors and partners, as it demonstrates how the company can thrive in a competitive landscape. For instance, proprietary technology, exclusive partnerships, or a cost-effective production process can position the company uniquely. Without a clear advantage, the business risks being viewed as a commodity or easily replaceable in the market.
Good Example: A fintech startup highlights its competitive advantage by showing:
- Proprietary AI algorithms that reduce fraud detection time by 50%.
- Established partnerships with leading financial institutions, creating high barriers for competitors.
- A cost comparison chart demonstrates a significantly lower customer acquisition cost than competitors. The deck uses visuals, data, and customer testimonials to reinforce its unique edge.
Bad Example: The same fintech startup vaguely claims, “We have the best technology,” without providing evidence or specifics. Competitors are not mentioned, and the deck does not explain how its technology is better or why it would be hard for others to replicate. This lack of detail leaves investors questioning the company’s market position and defensibility.
By showcasing its competitive advantage, a pitch deck can position the business as a strong, differentiated player in its industry, instilling confidence in its potential to succeed.
10. Visual design and aesthetics
What It Is: The overall look and feel of the pitch deck, including layout, color scheme, typography, and use of visuals.
Purpose: Enhances readability, engagement, and professionalism, making the pitch more appealing and impactful.
Questions to Ask:
- Is the design consistent across all slides (e.g., fonts, colors, branding)?
- Are visuals (e.g., charts, graphs, images) used effectively to support the message?
- Is the text-to-visual balance optimized for clarity and engagement?
Best Scenario: The deck is visually clean, aligns with the company’s branding, and uses visuals to simplify complex concepts while keeping the audience engaged.
Example Explanation: The design of a pitch deck plays a critical role in capturing and maintaining the audience’s attention. A well-designed deck presents information minimizes distractions, and reflects the team's professionalism. For example, a startup might use branded colors, simple charts, and bullet points to convey financial data, avoiding dense text or overly complex visuals.
Good Example: An edtech startup creates a pitch deck with:
- Consistent use of its branded color palette and fonts.
- Clear, data-rich visuals like pie charts, bar graphs, and infographics to explain market size and traction.
- Minimal text on each slide, supported by high-quality visuals or icons. This approach makes the deck visually appealing, easy to follow, and professional.
Bad Example: The same edtech startup creates a deck with:
- Inconsistent fonts and clashing colors across slides.
- Text-heavy slides that overwhelm the audience with too much information.
- Poor-quality visuals or stock images unrelated to the content. This unpolished design distracts from the core message and may lead the audience to question the team’s attention to detail.
By prioritizing clean, cohesive design and compelling visuals, a pitch deck can strengthen the message, make complex data accessible, and leave a lasting impression on the audience.
11. Call to action (CTA)
What It Is: The specific request or next step outlined at the end of the pitch deck, such as funding, partnerships, or follow-up meetings.
Purpose: Guides the audience on what action to take next, creating clarity, urgency, and a sense of purpose.
Questions to Ask:
- Is the ask clear and specific (e.g., funding amount, partnership details)?
- Does the deck justify the ask with supporting data or reasoning?
- Does the CTA create urgency or encourage immediate action?
Best Scenario: The CTA is precise, directly aligned with the pitch’s purpose, and provides clear next steps for the audience. For example, a funding request is backed by a detailed fund allocation plan.
Example Explanation: A compelling CTA leaves the audience clearly understanding what is being requested and why it matters. For example, a pitch deck seeking $1M in funding might outline how the money will achieve specific milestones, such as scaling operations or launching a new product. Without a strong CTA, the audience may feel unsure about the next steps or the urgency of the request.
Good Example: A startup concludes its pitch deck with:
- “We seek $1.5M in seed funding to expand our team, scale operations, and enhance product features. Funds will be allocated as follows: 40% for R&D, 30% for marketing, and 30% for hiring.”
- A direct invitation for the next step: “Let’s schedule a follow-up meeting to discuss further details.”This CTA is clear, actionable, and tied to the overall narrative of the deck.
Bad Example: The same startup ends its pitch deck with:
- “We’re looking for funding to grow.”
- No specific amount, allocation breakdown, or clear next steps for engagement. This vague CTA leaves the audience guessing and reduces the likelihood of meaningful follow-up.
A pitch deck can effectively guide the audience toward the desired outcome, whether securing funding or initiating a partnership By including a clear, actionable, and well-supported CTA, by including a clear, actionable, and well-supported CTA,
12. Financial projections and metrics
What It Is: The presentation of revenue forecasts, expenses, and key financial metrics like CAC (Customer Acquisition Cost), LTV (Lifetime Value), and ROI (Return on Investment).
Purpose: Demonstrates financial viability, growth potential, and the business’s ability to deliver stakeholder returns.
Questions to Ask:
- Are financial projections realistic, credible, and backed by data?
- Are key metrics like CAC, LTV, and runway clearly explained?
- Does the financial story align with the market opportunity and scalability narrative?
Best Scenario: Financials are presented in a way that's concise, visually clear, supported by credible assumptions, and aligned with industry standards. The metrics demonstrate a clear path to profitability and scalability.
Example Explanation: Investors use financial projections and metrics to measure the business’s viability and potential returns. A strong pitch deck includes realistic, data-driven projections that align with market trends and operational goals. For example, revenue forecasts should be broken down by quarter or year, while key metrics like CAC and LTV are explained in context to show customer acquisition efficiency and profitability.
Good Example: A subscription-based SaaS company presents:
- Quarterly revenue projections for the next 3 years, supported by a breakdown of pricing tiers and projected user growth.
- A CAC-to-LTV ratio of 1:4 indicates sustainable growth potential.
- Visual aids like a simple revenue growth graph and pie charts for expense allocation. This approach provides clarity, builds confidence, and aligns financials with the scalability story.
Bad Example: The same SaaS company includes:
- Overly optimistic projections, such as claiming $10M in revenue within 12 months without substantiation.
- Key metrics like CAC and LTV are either missing or poorly explained.
- Dense, text-heavy financial slides that overwhelm the audience and make it difficult to follow. This lack of clarity and credibility undermines investor confidence and the overall pitch.
A pitch deck can build trust, demonstrate viability, and inspire confidence in the business’s potential to deliver returns by presenting realistic, well-supported financial projections and metrics.
13. Risk identification and mitigation
What It Is: The section of the pitch deck that identifies potential risks to the business and outlines strategies to mitigate them.
Purpose: Demonstrates awareness of challenges and reassuring the team is prepared to handle uncertainties.
Questions to Ask:
- Are key risks (e.g., competition, market adoption, operational challenges) identified?
- Are mitigation strategies realistic and actionable?
- Does the deck balance transparency about risks with confidence in the team’s ability to manage them?
Best Scenario: The pitch deck acknowledges potential risks, such as scalability or regulatory hurdles, and pairs each risk with a well-thought-out mitigation strategy that reassures investors of the business’s resilience.
Example Explanation: Investors appreciate risk transparency, showing that the team has carefully considered potential challenges. A strong pitch deck identifies risks and outlines actionable steps to mitigate them. For example, a startup might address competition by highlighting its unique selling points and intellectual property or tackle regulatory risks by showing compliance certifications or partnerships with legal experts.
Good Example: A health-tech startup identifies these risks:
- Risk: Regulatory approval delays.
- Mitigation: Working with a team of regulatory advisors to accelerate approvals and ensure compliance.
- Risk: High competition in the telemedicine space.
- Mitigation: Focus on a niche market (e.g., mental health telemedicine) to differentiate from broader competitors. This approach demonstrates a clear understanding of risks and builds confidence in the team’s preparedness.
Bad Example: The same startup either ignores risks entirely or vaguely states, “We don’t anticipate any major challenges.” This lack of transparency and preparation leaves investors skeptical about the team’s ability to navigate inevitable hurdles.
A pitch deck can reassure investors and partners that the business is prepared to address challenges effectively and achieve its goals by proactively identifying risks and presenting robust mitigation strategies.
14. Team Presentation
What It Is: The section of the pitch deck that introduces the founding team, key personnel, and advisors, showcasing their experience and ability to execute the business plan.
Purpose: Build trust and confidence in the team’s ability to overcome challenges, seize opportunities, and business goals.
Questions to Ask:
- Are the team roles and relevant expertise highlighted?
- Does the deck emphasize the team’s unique qualifications and prior accomplishments?
- Are gaps in expertise addressed through advisors or planned hires?
Best Scenario: The deck highlights a balanced team with a mix of technical, operational, and strategic expertise and a track record of success. Advisors or key hires can supplement any gaps in experience.
Example Explanation: Investors often prioritize the team’s ability to execute as much as the business idea. A strong team presentation emphasizes relevant experience, past successes, and complementary skill sets that align with the company’s mission. For example, a fintech startup might highlight a CTO with deep expertise in building secure payment systems and a CEO with a history of scaling startups successfully.
Good Example: A SaaS startup includes:
- A slide with professional headshots, names, titles, and short descriptions of each member’s experience (e.g., “CTO with 15 years in SaaS development, previously led tech at a $50M exit”).
- Highlights of key achievements, such as prior startups, domain expertise, or relevant educational backgrounds.
- Mentions of advisors with industry expertise to fill any gaps (e.g., “Advisor: Former CFO of a leading SaaS unicorn”). This approach reassures investors of the team’s ability to execute the business plan and adapt to challenges.
Bad Example: The same startup creates a vague team slide with:
- Generic titles like “CEO” or “CTO” without explaining their qualifications or relevant experience.
- No mention of specific accomplishments, domain expertise, or prior successes.
- No inclusion of advisors or plans to fill skill gaps. This leaves investors questioning whether the team has the expertise to scale the business.
A pitch deck can instill confidence in the business’s ability to execute its vision effectively by presenting a well-rounded team with a track record of success and relevant expertise.
Final thoughts
Evaluating a pitch deck requires a comprehensive approach that examines its purpose, audience fit, narrative flow, market opportunity, and many other critical aspects. Each section of the deck plays a role in creating a compelling story that resonates with investors, partners, or customers. By applying these criteria to your pitch deck, you can uncover key lessons and refine your presentation to maximize impact.
For real-world examples, check out our detailed analyses of pitch decks from successful companies like Airbnb, Uber, Canva, and more. These case studies offer valuable insights and actionable takeaways to help you craft a pitch that stands out and delivers results.
