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Beginner

What is a pitch deck

Also known as: investor deck, fundraising deck

Definition

A pitch deck is a short presentation for investors, usually about ten slides, with one goal: to earn a second meeting.

Why it matters

A pitch deck is often the first thing an investor sees, before meeting anyone.

Common mistakes

Crowding the slides with text and technical jargon instead of the business case.

Related terms

Worked exampleIllustration

Ten slides, ten questions

Illustrative: the deck of a fictional clinic booking app, no real company.

  1. Problem

    Is this pain real? The interviews with physiotherapists and clinics.

  2. Solution

    Does the product fix it?

  3. Why now

    What changed that makes this possible or urgent today?

  4. Market

    How big is it? TAM, SAM and SOM in shekels.

  5. Product

    What does it look like in use?

  6. Business model

    Who pays, and how much?

  7. Traction

    Who already pays?

    38 clinics, ₪11,400 a month

  8. Competition

    What do customers use today, and why would they switch?

  9. Team

    Why are you the people to build this?

  10. The ask

    How much, for how long, to reach which milestone?

    ₪1,000,000 for 18 months

Ten answers, one goal: the second meeting.

Step by step

1. Problem, 2. Solution, 3. Market, 4. Traction, 5. Team, 6. The ask1Problem2Solution3Market4Traction5Team6The ask
Ten slides, one story: six stops from the problem to the ask.

Definition

A pitch deck is a short slide presentation that founders use to introduce a business to investors. It usually has about ten slides: Sequoia Capital's public guide to writing a business plan lists ten sections, the company's purpose, the problem, the solution, why now, the market, competition, the business model, the team, the financials and the vision. The deck is not the whole story. Its job is to make an investor want the next conversation.

Why it matters

It has to show that the founders understand their market, TAM, SAM and SOM, have tested their key assumptions and know what the money is for. A clear story with evidence on each slide earns a meeting, while a long deck full of claims usually does not.

Directly related: Business Model Canvas, Term Sheet, TAM.

Improvement tips

  • Keep it to about ten slides, with one idea per slide.
  • Put evidence on the traction slide, paying and returning customers, not projections alone.
  • Tie the amount you ask for to the milestones it will reach.
  • Draft the deck early to test your own story, and polish it when you raise.

Common mistakes

  • Showing a huge market without explaining how you will win your part of it.
  • Leaving out the team slide or the terms of the round.

Related terms

StartupsBeginner

Business Model Canvas

The Business Model Canvas is a one-page template of nine blocks that shows how a business creates value, delivers it and earns from it.

StartupsAdvanced

Term Sheet

A term sheet is a short, mostly non-binding document with the key terms of an investment, such as amount, valuation, control and liquidation preference.

StartupsIntermediate

TAM

TAM (total addressable market) is the revenue you would earn if every customer in the market you defined bought from you. It is a ceiling, not a sales forecast.

StartupsIntermediate

SAM

SAM (serviceable addressable market) is the part of TAM your business can actually reach, given its location, hours, language, licences and business model.

StartupsIntermediate

SOM

SOM (serviceable obtainable market) is the part of the market you can actually win with today's team, budget and hours. In a small business, capacity sets it.

StartupsBeginner

Business Model

A business model explains how a business makes money: who pays, for what, and why delivering it costs less than the price the customer pays.

From the blog

Early-Stage Fundraising: What Investors Need to See

How founders can prepare for early fundraising with clearer milestones, traction evidence, dilution thinking, and investor-ready answers.

Startup Consulting: From Idea to Early Traction

A practical path from a broad startup idea to focused validation, first users, evidence of traction and readiness for the investor conversation.

Quick check

What is the main goal of a startup pitch deck?

Choose an answer

Frequently asked questions

Do I need a complete pitch deck before I start my business?
Not to start, but you need one to raise money from investors. Drafting it early is also a good way to test your own story.
When should a new founder start designing their pitch deck?
Draft it early to find the gaps in your story, and polish it when you have customer evidence and are ready to raise.
Can I create a good pitch deck using simple slide templates?
Yes. Investors prefer clean, simple slides that are easy to read. Clear type and direct wording matter more than graphics or animations.
How does a pitch deck help me explain my startup's market size?
It gives you one slide to show TAM, SAM and SOM, which shows investors you understand both the theoretical opportunity and the part you can realistically win.
Why does my pitch deck matter if my business is already running and making sales?
If you need capital to expand, the deck has to show how your current sales prove the business model. It turns today's traction into a case for investment.
How do I update my pitch deck to reflect my company's actual traction?
Replace projections with real customer data: retention, recurring revenue and cohorts. Show how the economics of each customer improve with volume.
What is the biggest mistake founders make in their pitch deck slides?
Too much text and jargon. Keep to about ten slides and to the business case, not every detail of the product.
How do I explain my funding ask clearly in my pitch deck?
State the exact amount you are raising and tie it to specific milestones, such as key hires or a launch in a new region. It shows investors what their money will do.
What is a pitch deck in plain language?
A short slide presentation, usually about ten slides, that gives investors a quick view of the business, to earn a follow-up meeting rather than to explain every detail.
Is designing a pitch deck difficult or highly complicated?
Not if you follow a clear order: problem, solution, why now, market, product, business model, traction, competition, team and the ask.
Do I need a professional designer to create my pitch deck?
No. Standard presentation software is enough if the text is clear, readable and free of jargon.
Will creating a pitch deck cost my business money?
It can be made with ordinary slide software. The real investment is the time to research your market and organise your story.

Sources: Sequoia Capital, "Writing a Business Plan" (sequoiacap.com), read September 2026

Last reviewed: 2026-09-24

I have worked with

What Clients Say

From different fields, at different stages of business

Dan Manto

Eclipse Capital

Real Estate Investment and Finance, USA

Arty McLabin

GameReady

Game Development Education and Outsourcing, International

Anna, Beautician

Anna

Beautician

After I finished a cosmetology course at a leading company, I was confused. I didn't know how to open a business, what to sell from home, or how to bring in clients. Since I reached out to Mobius, everything has changed. We built an organized plan with clear steps and no unnecessary risks. Today I see results, and I'm growing and developing every month.

Mark, Massage therapist, Gan Yavne

Mark

Massage therapist, Gan Yavne

When I finished a massage course, I imagined a different world. I found out it's a hard field, and financial stability isn't easy to find. When I came to Mobius, something changed. We started an organized process and built a business plan. Without Mobius? I probably would have given up. Today I believe in myself and in my own path.

Building a startup and facing this decision?

Alex advises Israeli founders on fundraising, equity and growth. The first call is free.

+972 055-248-6151. Better on WhatsApp: I am in meetings most of the day and answer as soon as I am free.