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My colleague Marc already explained how to develop a simple pitch deck from scratch in a previous blog post: Pitch Deck 101. Now, I’d like to share some advanced tips, so you know what to focus on when sending a pitch deck.

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#1 Simplify Complex Ideas

Surprisingly, many startups have a hard time explaining their solutions to problems or products. Despite the fact that this is all you should be thinking about. Especially when the topics and concepts are complex. Remember that not everyone has a PhD in your field. Communicate easily, simply, and effectively. Not only will this show whether your problem is significant, but it will also demonstrate your ability to make a tough sales pitch and win future customers.

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#2 Showcase Traction

When it comes to presenting traction, you and your team are the experts on your business and your company. That means you have the freedom to choose which data points best illustrate your case. Once you have identified the key performance indicators (KPIs) for your business, you can keep them or re-evaluate and adjust them as needed. Demonstrate your execution strength month after month by showing steady progress. Avoid the temptation to rely on KPIs you don't believe in, even if they're suggested by investors. And resist the temptation to draw conclusions solely from individual customer stories. Take advantage of KPIs that are unique to your business. Growth in recurring revenue is probably one good indicator, but also try to find other metrics to show how users interact and engage with your product and why they love to use it.

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#3 Address the interests of your potential investor

Put yourself in the investor's shoes and think of what they would value highly. Then try to answer questions that may arise. We as an investor want to invest in sustainable startups, so you may benefit from demonstrating how sustainability plays a role in your business. How does the value chain look like, which part does the startup have in the value chain, or what advantage does your startup have over competitors in terms of sustainability? Address investor expectations - be it sustainability or other vital selling points.

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Theo is principal in the investment team at ENV. He started as an analyst in 2017 and has been promoted to principal step by step. He has led investments in vialytics, CYCLE, Deepomatic, and VivaCity and supports Cleverciti.

About Theo Schulte

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#4 Make It Visually Appealing

This point should be obvious to everyone. But it is still too often neglected. Make your pitch deck more visual. Convey your message with high-quality graphics, images, and charts, and use a consistent design and color scheme throughout your presentation. This creates a cohesive and polished look. Consistency also reinforces your brand identity and makes your startup more memorable. Consider using infographics to condense complex information into easily digestible visuals. But keep in mind that visuals should enhance your story, not distract from it.

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#5 The Extra Tip

To save you and the investors time send a link to a notion page at the end of your pitch deck. In an ideal world, your pitch deck has captured the investor's interest. But what happens next? Often there are hours of video calls and lots of emails. This can be avoided with a well-designed notion page. These concept pages are much more detailed than the 11-slide pitch deck. In this way, potential investors have a transparent view of your company and the proposed investment round, allowing them to decide whether or not you meet their criteria. Remember: It doesn't have to be notion. Any other tool that does a good job of structuring and preparing additional information will work.

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As you prepare your pitch deck, keep these tips in mind. Simplify your message, showcase your traction, highlight unique selling points, make your pitch deck visually appealing, and consider sending your notion. These strategies will help you create a compelling presentation that will resonate with investors. Remember, a well-prepared pitch deck can be key to unlocking new opportunities and taking your startup to the next level. Best of luck!