How to write the ask slide in a pitch deck

The ask slide is where founders directly request funding, outline their needs, and explain how the funds will help them achieve their business goals.

Information on this slide, which includes capital needs, deal structure, and potential growth potentials, makes a great deal of difference regarding an investor's potential.

Why the ask slide matters

in the core of your pitch to investors. It conveys your funding needs and how the funds will be used to create value. Investors typically lose trust in your financial plans when you do not identify goals and make your requests clear.

By presenting a well-structured funding request, you demonstrate:

Your understanding of the business’s financial needs.
Capital efficiency and how funding will lead to growth.
Transparency about the deal terms, reducing investor uncertainty.

Investors need transparency in their funding requests. A clear and specific ask helps them evaluate capital efficiency, growth potential, and return on investment (ROI).

Investor expectations

VCs and angel investors expect the ask slide to specify the following:

The exact funding amount requested.
The type of investment (e.g., equity, SAFE, convertible note).
How the funds will be used.
Any relevant terms, such as valuation or lead investor commitments.

What this article covers

This article will walk you through:

What an ask slide is.
How to determine the right funding amount
What details should be included
Best practices for presenting an ask convincingly to maximize investor engagement.
Common mistakes to avoid and real-world examples of strong ask slides to inspire your own.
Final checklist of a well-designed ask slide

Who this article is for

Whether you’re a startup founder, entrepreneur, or strategist seeking funding, this article will help you create an impactful ask slide.

What is an ask slide?

Definition, alternative names & purpose

The ask slide, also called the investment ask slide, funding ask slide, capital raise slide, financing slide, our ask slide, or funding request slide, is a critical component of a pitch deck.

It serves as the direct request for investment, outlining how much funding the startup is raising, what the funds will be used for, and any key terms related to the investment.

This slide is often labeled as our ask slide and helps investors quickly evaluate your funding goals, capital efficiency, and the expected return on investment (ROI).

The ask slide is essential in communicating your funding requirements and the investment structure. Specifically, it:

Defines the funding amount you’re raising.
Break down the purpose of the funds (e.g., product development, marketing, or team expansion).
Highlights any key investment terms, such as valuation or deal specifics.

Investors rely on the funding ask slide to assess the opportunity's financial feasibility, your capital efficiency, and your ability to deliver a strong ROI.

Where it fits in a pitch deck

The ask slide typically appears:

After the financial summary slide, tying financial performance to funding needs.
Before the use of funds slide, to logically transition into how the funds will be allocated

What investors expect to see

When reviewing an ask slide, investors expect the following key elements:

Explicit funding request: The amount raised should be prominently displayed (e.g., "We are raising $2M").
Type of investment: Specify the investment structure, such as equity, SAFE, convertible note, or debt financing.
Valuation or investor terms: If applicable, include your pre-money or post-money valuation, equity percentage offered, or any relevant investor rights.

How to determine the right funding amount

A well-calculated funding request shows your financial planning and capital efficiency. The following are guidelines for writing your actual, believable, justified funding request.

Assessing financial needs

To determine the right funding amount, start by identifying your business's immediate and strategic needs:

1. How much capital is required to reach the next major milestone?

Identify the key goals funding will support, such as launching an MVP, expanding into new markets, or acquiring your first 10,000 users.
Tie these goals to measurable milestones demonstrating progress and growth, ensuring investors understand the strategic use of capital.

2. How long will the funding provide a runway?

Investors typically expect funding to last 12–24 months. Calculate your runway based on your monthly burn rate (expenses) to ensure the funding request is sufficient to sustain operations and achieve milestones until the next financing round.

3. Does the amount align with industry norms for your stage of funding?

Research standard funding ranges for your startup's stage to ensure your ask is reasonable and aligned with investor expectations:

Pre-seed funding often ranges between $100K and $500K and is typically used for early product development and market validation.

Seed funding usually ranges from $500K to $2M and focuses on scaling user acquisition and building a strong team.

Companies accessing Series A funding receive $2M to $10M for organizational growth, including product expansion and revenue enhancement.

Key financial considerations

Funding request applications must demonstrate precise economic planning methods. Consider the following:

1. The burn rate and runway calculations

Calculate your business expenses for one month, then measure the months the funding will support operational activities. You ensure its relevance by aligning your request to match the business's planned growth direction and funding targets.

2. Revenue projections and cash flow needs

Your funding request requires projections demonstrating a logical foundation for the requested fund amounts. Show how the needed funds will fill revenue gaps to drive business growth forward.

3. Hiring plans and operational expenses

Your budget should be divided among necessary team additions, technological advancement expenses, advertising initiatives, and business operations costs. Detailed explanations show how specific investments support milestone achievements.

Benchmarking against similar startups

Comparing your funding request to similar startups can help validate your ask and avoid over- or underestimating your needs:

1. How much have comparable startups raised at a similar stage?

Research startups in your industry and stage (e.g., seed funding for SaaS startups or pre-seed funding for fintech). Look at public funding announcements or platforms like Crunchbase to gather benchmarks.

2. How do different funding amounts impact valuation and equity dilution?

A higher funding request increases valuation expectations but may require offering more equity. Strike a balance that reflects your startup’s growth potential while protecting founder ownership.

By aligning your funding request with realistic financial planning, comparable benchmarks, and industry standards, you increase investor confidence and ensure your ask supports sustainable growth.

Key elements of a funding ask slide.

A clear and detailed funding ask slide gives investors the information they need to evaluate your startup's potential while addressing their expectations for transparency, structure, and strategy.

A clear structure of these core elements improves your chances of winning VC funding and increases investor trust levels.

Funding amount requested

Clearly state the amount being raised: The funding should be prominently displayed, such as, "We are raising $2M."
Provide a range, if applicable: If your ask is flexible, include a range (e.g., "We're raising $2M—$2.5M") and explain why the upper or lower end might vary. This shows adaptability and thoughtful planning.

Type of investment

Transparency allows investors to assess how the structure aligns with their funding preferences. Indicate the specific investment structure to clarify the terms of the deal:

Equity round: If raising through an equity round, specify details such as preferred shares or a priced round, including any relevant conditions.
Convertible note: Highlight terms such as the interest rate (e.g., “8%”), maturity date (e.g., “18 months”), and valuation cap.
SAFE (Simple Agreement for Future Equity): If using a SAFE, mention the valuation cap and discount rate (e.g., “$10M valuation cap, 20% discount”).
Debt financing: Provide details like the loan amount, repayment terms, and interest rate (e.g., “Repayable over 3 years with 10% interest”).

Valuation & investor terms (if applicable)

If applicable, include valuation details and any key investor terms:

Pre-money or post-money valuation: State your valuation explicitly (e.g., "$10M pre-money valuation"). It helps investors understand the implied value of the company.
Equity percentage being offered: If raising equity, indicate the rate provided for the funding (e.g., "Raising $2M for 20% equity").
Key investor terms: Highlight terms like liquidation preferences, pro-rata rights, or anti-dilution clauses. For example, “1x liquidation preference, pro-rata rights available for lead investors.”

If the valuation is TBD (to be determined), Mention that it is open for discussion to signal flexibility to potential investors.

Fundraising status & past investment (if relevant)

Demonstrating progress and past success is crucial in building investor confidence and showcasing your ability to raise VC funding. Highlight your progress and any past funding activity to build credibility and showcase traction:

Current progress: Share how much your funding goal is already committed (e.g., "$500K of $2M already secured").
Previous investors or funding rounds: Mention notable investors or prior VC funding rounds (e.g., “Previous seed funding of $1M led by ABC Ventures”).
Lead investors or term sheets: If applicable, highlight any lead investors or existing term sheets (e.g., “Lead investor secured: XYZ VC firm”).

How to present the ask slide effectively

Your ask slide should be simple and match your business's financial and strategic goals. Here's how to show the ask slide best and the most common pitfalls to avoid.

Best practices for presentation

Follow these tips to ensure your ask slide is well-designed:

1. Make the funding request clear and bold: Investors should not have to dig through the slide to find the funding amount. Place it prominently at the top of the slide, e.g., “We are raising $2M.”

2. Keep it simple: Use 3–5 bullet points to summarize key details like the funding amount, type of investment, and valuation. Avoid long paragraphs or unnecessary clutter.

3. Align with financial projections: Ensure your funding request is realistic and directly tied to your expected revenue growth, burn rate, and economic forecasts. It reassures investors that the funding is adequate and thoughtfully planned.

Common mistakes to avoid

Being vague about the funding amount: Always specify a specific amount or range (e.g., $2M–$2.5M). Ambiguity can make you seem unprepared or unsure of your financial needs.
Overcomplicating investment terms: Investors appreciate transparency but don’t want to be overwhelmed with excessive legal or technical jargon. For example, avoid including every clause of a SAFE agreement; instead, summarize key terms like valuation cap and discount rate.
Failing to justify the amount: Connect your funding request to business goals, milestones, or financial projections. For example, explain how $2M will support customer acquisition, product development, or scaling efforts.
Inconsistent alignment with projections: If your ask doesn’t align with your financial summary slide, it may raise doubts about your planning and credibility.
Overloading the slide with details: Including too much information can make the slide overwhelming and hard to follow. Focus on the essentials and reserve detailed terms for the Q&A or follow-up discussions.

How to structure the ask slide for pre-revenue startups

For pre-revenue startups, crafting a compelling ask slide requires a slightly different approach.

Since you lack revenue metrics to support your funding request, focus on milestone-driven goals, customer validation, and industry benchmarks. This approach ensures your ask is justified and aligned with investor expectations for early-stage startups.

1. Focus on milestone-driven funding.

Investors in pre-seed funding and early series rounds are primarily interested in how their capital will help you achieve specific milestones, demonstrating growth and de-risk the business. Highlight:

The funding amount needed to accomplish key milestones. For example:

“We are raising $1.5M to launch our MVP and acquire our first 10,000 users.”
“Raising $750K to complete product development and secure beta testing with 50 early adopters.”

Tie each milestone to tangible outcomes, such as launching a product, acquiring initial customers, or building critical infrastructure.

2. Highlight customer validation and product-market fit indicators

Even without revenue, early traction and validation efforts can reassure investors of your startup's potential. Use the ask slide to:

Showcase customer validation: Include data points like pre-launch signups, pilot program results, or letters of intent from prospective customers.
Emphasize product-market fit: Highlight how your product addresses a well-defined problem with strong demand. Mention any market research or user feedback supporting your solution.

3. Use benchmarks from similar early-stage startups to justify funding needs

Investors often compare funding requests to similar startups in your industry and stage. Use benchmarks from pre-seed funding or series rounds to validate your ask:

Research how much comparable pre-revenue startups raised for similar milestones. For example, SaaS startups in pre-seed rounds typically raise $500K–$2M, depending on the complexity of the product and market size.
Align your ask with industry norms for capital efficiency and runway. Show how the requested amount will support 12–24 months of growth without excessive dilution or unnecessary spending.

The pitch deck ask slide examples

Here are five real-world examples of effective ask slides:

Example 1: Airbnb

What makes it successful

Funding request: The slide, seen here, specifies that the startup is raising $500K in an angel round, a key element of an ask slide.

It is a goal-oriented ask, tying the funding to a clear milestone: reaching 80,000 transactions and generating $2M in revenue within 12 months.

Use of funds breakdown: The pie chart visually represents how the funds will be allocated (Use A, Use B, and Use C), helping investors understand how the capital will be spent.

Example 2: Castle

What makes it work

Clear funding amount

Raising the amount of money in convertible debt is made very clear with a slide saying, "Raising $250,000 in convertible debt," so the ask is on display for any investor to see and understand.

Key investment terms

The slide in this pitch deck includes the crucial terms of the convertible debt, such as:

$2 million cap: They know that's the maximum valuation they are investing at.

20% discount: This is a good incentive for early investors when the debt is converted into equity.

The closing date (April 1) creates a sense of urgency and a clear timeline for the funding round.

Simplicity and focus

The slide is simple, with only three bullet points.

Concise design and visuals

The clean, minimalistic design ensures readability and directs attention to the key numbers and terms.

Example 3: Bliss. Ai

What makes it effective

Explicit funding request and structure

Funding amount stated upfront:The slide, seen here, clearly states that Bliss is raising $750K via a convertible equity round, making the ask immediately visible to investors.

Progress transparency:$500K already committed is very prominent, and only $250K remaining remained upwards, piling onto momentum and urgency for potential investors to fit.

Milestones tied to funding

The slide explicitly connects the funding request to measurable milestones, which reinforces the business’s growth plan:

1K paying customers: A tangible and realistic target.

$1M ARR (Annual Recurring Revenue): Highlights revenue growth as a priority.

50 enterprise customers: Focuses on securing high-value enterprise clients.

These milestones are detailed enough to show that the funding will be accomplished and lower the risk for investors so that you can monitor progress.

Simplicity and design

The slide uses a clean layout, dividing the information into three sections:

Funding terms: At the top, clearly highlighted for visibility.

Use of proceeds: On the left, showing how the funds will be spent.

Milestones: On the right, tied directly to the use of funds.

This logical organization makes the business easy to follow, ensuring that investors immediately understand the funding ask and how it will drive outcomes.

Builds trust and momentum

The slide establishes traction and credibility by showing $500K already committed, which signals to investors that others have already vetted and committed to the opportunity.

The breakdown of proceeds and milestones demonstrates detailed planning and thoughtful execution, addressing common investor concerns about how funds will be utilized.

Example 4: Front

What makes it successful

Clear funding history and momentum

The front's past ($3.1M Series Seed) and current ($10M Series A) round of funding is outlined in the slide and linked to previous funding achievements.

Highlighting notable investors from the seed round (e.g., Paul Buchheit and Elad Gil) builds credibility and investor confidence.

Focus on notable commitments for the current round:

Featuring well-known names like Stewart Butterfield (Slack co-founder) and Eoghan McCabe (Intercom co-founder) as committed investors for the Series A round strengthens the company’s appeal by signaling endorsement from influential leaders in the tech industry.

Simple, structuredFront'sisually intuitive design:

The slide is clean and easy to follow, with a clear progression from past funding (Series Seed) to the current ask (Series A). Visuals help guide the viewer's attention, making the funding story compelling and easy to digest.

Example 5: MapMe

What makes it effective

The slide clearly states the funding amount and purpose: "$1M to build our self-service platform."
Ben Lang's contact information, including phone number, email, social media handle, and LinkedIn, is prominently displayed, and it is easy for investors to follow up.
The slide is clean, uncluttered, and focuses solely on the ask and contact information, ensuring clarity.
Highlighting the purpose of the funds (building the platform) ties the funding ask to a specific objective, reinforcing strategic intent.

Final checklist for investor's-ready ask slide

Review this step-by-step checklist before presenting your ask slide to ensure it meets investor expectations. A polished and thorough ask slide enhances clarity and builds confidence in your pitch.

Step-by-step checklist

1. Is the funding amount clearly stated?

Make sure the exact amount being raised is prominently displayed on the slide. If there's flexibility, provide a range (e.g., "$1.5M—$2M").

2. Does the slide include the type of investment?

Specify the investment structure, such as:

Equity round (e.g., preferred shares, priced round).
SAFE (Simple Agreement for Future Equity).
Convertible note (include terms like interest rate and valuation cap).
Debt financing (e.g., loan terms and interest rate).

3. If applicable, are valuation and investor terms provided?

Include details such as:

Pre-money or post-money valuation.
Equity percentage being offered.
Key investor terms (e.g., liquidation preferences, pro-rata rights).
If the valuation is TBD, mention it's open for discussion.

4. Is there a summary of how funds will be used?

Add 2there'set points summarizing the allocation of "funds, "such as:

Product development (e.g., “50% for MVP launch”).
Marketing and customer acquisition.
Hiring key team members.

5. Does the slide align with the financial projections and business strategy?

Ensure the requested funding maintains your growth goals and financial summary. It should sound logically connected to your overall pitch.

Final remarks

You need a clear and compelling ask slide when asking for funding. But it gives investors the transparency and the confidence they need to invest in your business. Focus on clarity, alignment with financial projections, and meeting investor expectations.

Need extra help? Visit Propitchdeckservices.com to hire pitch deck consultants for funding and ensure your deck is investor-ready.