Introduction to Pitch Decks

While it's often said we shouldn't judge a book by its cover, in the world of entrepreneurship, the first impression matters immensely. This article is part of my series on Pitch Decks, which includes:

• A Pitch Deck for Each Stage of Your Company’s Journey
• Crafting an Impressive Pitch Deck
• How to Create Eye-Catching Pitch Deck Title Slides

Essential Principles

Before diving deeper, it’s crucial to remember a key point as you navigate your entrepreneurial path:

Your pitch deck is a vital corporate document. Ensure it reflects your brand, grabs attention, and adds value for the viewer.

In a previous article, we noted that investors often take less than 1/30th of a second to make decisions based on your title slide. That’s how quickly they might decide whether to continue reading your deck.

To make your pitch deck and title slide stand out, avoid using default templates!

These standard templates are generic and uninspiring. Relying on a basic PowerPoint template for your pitch deck is akin to attending an interview in loungewear.

Your deck narrates your company's journey, showcases the brilliance of your team and product, and articulates your future vision. You’ve likely invested significant time crafting it, so don’t let poor design diminish your efforts. Avoid the trap of a default template.

Content & Design Considerations

You might not think much about your title slide since it seems merely decorative before the actual pitch begins. However, this perspective misses a crucial opportunity!

During your pitch, your title slide will be displayed on the monitor while investors enter the room and engage in small talk. They could see your title slide for several minutes, even as they spend only about 15 seconds on each subsequent slide when reviewing on their own.

Minimum Required Elements

At the very least, your title slide should feature these three key components:

• Your company name and logo prominently displayed.
• A tagline that succinctly communicates your value proposition.
• A clear statement regarding the pitch's purpose.

These elements provide clarity about who you are, your reason for being there, and what topics will be covered.

While it’s possible to find successful decks that lack these components, including them is regarded as best practice. For instance, Sumo Logic's deck raised $5.8 million without any of these three elements, and the company had no name at that time!

Companies like Mixpanel and Buffer opted for minimalist branding, featuring only a logo. However, they had strong traction and revenue, so their situation differs from that of a pre-revenue startup.

While these designs may look appealing, they lack context. If viewers aren’t familiar with the companies, they might not grasp their industry or services.

This is why including a tagline that highlights your value proposition is vital!

Companies like Tinder, TransferWise, and Airbnb incorporate taglines that clarify what they offer. A well-crafted tagline demonstrates your ability to communicate your idea simply, showcasing your expertise.

DocSend's title slide includes all three essential elements but could benefit from a more visually striking design. Nonetheless, it remains effective.

Maximizing Your Title Slide’s Impact

To enhance your title slide's effectiveness, go beyond just the essentials. Use this slide to convey your branding, company values, progress, or customer traction.

Consider adding these elements to enrich your title slide:

• Visuals of your app/website: If your product is operational, showcase images to give the audience a preview, indicating that you’re presenting a functioning business rather than just an idea.
• QR code for app download: Include a QR code to facilitate downloading your app or visiting your website.
• Full-page images: High-quality, relevant pictures can distinguish your deck and reinforce your messaging.
• Strong branding elements: Use visuals and text that align with your company’s values, creating an inviting atmosphere.
• Logos of clients, partners, or media: Featuring well-known institutions or clients adds credibility and elevates your standing in the eyes of potential investors.

Transitioning from good to great, let’s look at Postmates’ title slide.

Postmates’ title slide excels for two main reasons:

1. Distinct branding: It conveys a dreamy, approachable vibe. The imagery evokes nostalgia and ambition, while the bridge symbolizes San Francisco, Postmates' base.
2. Light-hearted, engaging tone: The tagline employs casual language that fosters a connection with the reader, effectively communicating the value proposition.

Another standout example is Opendoor’s title slide.

It’s simple, visually appealing, and features a catchy tagline, aligning well with the deck's overall design.

Finally, Coinbase also presents a compelling title slide.

Its branding communicates a strong message with concise wording, beautifully designed, and includes product screenshots to illustrate its functionality. This clarity allows the audience to understand that the product is live and accessible, potentially prompting immediate interest.

Conclusion

Many entrepreneurs view the title slide as a mere placeholder, simply introducing their name before the main presentation. However, it may actually be the slide that garners the most attention from potential investors.

As such, it’s essential to design it thoughtfully and maximize its value. Always include the three necessary elements: your logo and brand name, a tagline with your value proposition, and the purpose of the pitch.

Once you have these basics covered, elevate your title slide by emphasizing your branding and including product visuals. You might even consider showcasing a chart displaying your growth trajectory.

The goal of your title slide is to captivate your audience and spark their interest in your company. Therefore, be creative and strive to make your title slide as engaging as possible!