How to Write a Pitch Deck Storyline to Get You Funded
Have you ever poured your heart and soul into a startup, only to feel like your brilliant idea just isn't resonating with investors?
How to Write a Pitch Deck Storyline to Get You Funded
Have you ever poured your heart and soul into a startup, only to feel like your brilliant idea just isn't resonating with investors? It's a frustrating reality for many founders - the feeling that your amazing vision is somehow lost in translation.
Often, it’s not the idea itself but how it's presented. Many promising startups fail to secure funding, not because the concept isn’t viable, but because their pitch decks simply don’t connect.
That’s where a strategic pitch deck storyline becomes your greatest advantage. Think of it as your secret weapon, the narrative thread that weaves all your key points together, guiding investors on a compelling journey.
In this post, we're going to break down the essential stages and elements of a pitch deck storyline, and show you exactly how to craft a cohesive and persuasive presentation that will have investors excited about your venture.
The Journey: Understanding the Pitch Deck Storyline
Imagine your pitch deck not just as a collection of slides but as a carefully crafted journey. It’s a story that guides investors from their initial spark of curiosity to the point of enthusiastic support for your venture.
Think about it: just like a good book or movie, your pitch needs a plot, rising action, and a compelling resolution.
This journey isn't a random path; it’s structured. You can visualize it as a roadmap with four key stages:
- the Hook
- Interest
- Consideration
- and Action
Each stage is a logical progression, building upon the last to keep investors engaged and gradually move them closer to seeing your company's potential. Think of it as gently guiding them through your vision, step by step.
This framework isn't just about making your pitch sound good; it’s about clarity. It ensures that investors see the whole picture, understand your vision, and naturally conclude that your company is a worthy investment. The strategic structure transforms a simple presentation into a powerful and persuasive story.
Stage 1: The Hook – Captivating Your Audience
The first crucial stage of your pitch deck journey is the Hook. This is where you grab investors’ attention right from the start – think of it as the movie's opening scene that makes you want to watch the rest. You've got to be memorable, clear, and compelling right away. Your Hook has two key ingredients: your Unique Value Proposition and your Big Idea:
Element 1: Unique Value Proposition – Your Company’s Essence

Think of this as your company’s heartbeat, the core reason why you exist. What makes you different? What problem are you solving, and why should investors care?
This isn't just about stating features; it's about showing the unique value you bring to the market. It's about painting a clear picture of your company’s core purpose. This needs to be immediately understood and stick in the investor’s mind. So, it must be crystal clear, concise, and incredibly compelling.
Element 2: The Big Idea – What’s Possible?

After you've introduced your essence, it's time to talk about the 'what.' What’s the scope of your idea? What can happen as a result of your product or service? Show the investors what your product does and how your company can change the world. This is your opportunity to paint a picture of your company's full potential, showcase the scale of your ambition, and make the investors as excited as you are about what’s ahead.
This first stage of your storyline is crucial because it sets the tone for the rest of your presentation. You only have one chance to make a first impression, so make sure that your 'Hook' is a showstopper that gets investors wanting more!
Stage 2: Interest – Building the Case
Now that you've hooked your investors, it's time to build genuine Interest. This is where you transition from initial curiosity to establishing a solid case for your company. Think of it like building the foundations of a strong building - every part needs to be sturdy and purposeful. In this stage, you'll highlight the problem you're solving, the solution you offer, and your vision for the future.
Element 1: The Problem – Unveiling the Pain Points

This is your opportunity to connect with investors. It's not enough to simply state a problem; you need to make them feel it. Clearly define the pain points that your target customers are experiencing. What are their frustrations and challenges? The more you can help investors understand the depth of this problem and empathize with those who experience it, the more compelling your pitch will become. So, dig deep and create an emotional connection.
Element 2: The Solution – Your Compelling Remedy

Having established the problem, you're now ready to present your solution. Focus on how your product or service directly addresses the pain points you just highlighted. The key here is to talk about value and benefits rather than getting lost in technical features. Show investors how you make your customers' lives better, easier, or more efficient. What tangible improvements do you offer?
Element 3: Vision – Painting the Future

Now is the time to look to the future. Where is your company headed? What’s the long-term vision? Investors want to see that you have a big ambition and are ready to pursue it. Paint a picture of what your company can become and what its impact on the world can be. This is an opportunity to inspire them with your goals and demonstrate that your company has the potential for growth and long-term success. This second stage of your pitch deck storyline is crucial for building the foundation for investment. You’ve shown you’re interesting; now you have to show them you’re worthwhile.
Stage 3: Consideration – The Logic and Data
Alright, you've captured attention and built interest – now it's time for Consideration. This is where you back up your passion with solid logic and data. Think of it as presenting the evidence that your opportunity isn’t just a good idea; it’s a sound investment. In this stage, you’ll be answering some key questions that every savvy investor has in mind: Why is this the right time? How big is the potential market? And how do you stand out from the competition? Here are the three key elements you need to address:
Element 1: Why Now? – The Perfect Timing

This is your opportunity to explain why the timing is perfect for your company. Why is your solution relevant now? Is there a market trend, technological advancement, or shift in consumer behavior that’s making your approach particularly timely? Investors want to know that you’re not just ahead of the curve but that the market is ready for your product or service. Clearly articulate the relevant market dynamics that make your company relevant and promising.
Element 2: Market Size – Quantifying the Opportunity

Investors need to see that there’s a substantial market for your product or service. This is where you quantify the potential. You’ll want to address the Total Available Market (TAM) – the total revenue opportunity if everyone used your product/service, the Serviceable Available Market (SAM) – the portion of the TAM you can realistically reach, and the Serviceable Obtainable Market (SOM) – the market share you can capture within a reasonable timeframe. Present the data that shows the magnitude of your opportunity, backed by solid research, and demonstrate that your market is large enough to create a successful and sustainable business.
Element 3: Competition – Highlighting Your Edge

You can’t just ignore your competitors. Investors are smart and know that there are other players in your market. So, the key here is to demonstrate your competitive advantage. What makes you different? What’s your secret sauce? Show investors that you’re not just competing; you’re winning by highlighting your strengths and the differentiators that will allow you to thrive.
Must Read: Evalyze's 6 Critical Assessment Criteria
Stage 4: Action – Securing the Investment
Congratulations, you’ve brought investors on a journey, hooked their attention, sparked their interest, and proven that your opportunity is worth considering. Now, it’s time for Action. This is the final stage, where you clearly outline what you’re asking from investors and how you plan to get there. It's time to be direct and specific. Here are the key elements to focus on in this crucial stage:
Element 1: Business Plan – Your Pathway to Success

Here, you’ll need to show a clear pathway to success. Investors want to see that you have a well-thought-out plan for your company's operation and growth, not just an idea. Your business plan should showcase your roadmap, outlining milestones, market penetration strategies, and, most importantly, your financial projections. What are your revenue forecasts? What are your estimated costs? Ensure you have your numbers down and demonstrate you understand the steps to make your company successful.
Element 2: Required Funding – The Investment Ask

Be crystal clear about how much capital you are seeking. What is your target raise? And just as important: how will the investment be used? Investors need to see that you've done your homework and are transparent about your spending. How will the funding be allocated (e.g., product development, sales and marketing, hiring, etc.)? Make sure your ask is justified, reasonable, and clearly explained.
Element 3: Next Step – The Call to Action

Don’t leave investors wondering what you want from them. Be direct and outline the next step. Is it a specific investment amount? Are you looking for them to sign a term sheet? Be specific about what you want the investors to do next, and make the call to action very clear and easy to follow. The more direct you are, the better you can manage expectations and move towards a successful investment round. This final stage of your pitch deck is all about closing the deal. Be confident, clear, and specific, and you'll be well-positioned to secure the funding you need!
The Core Elements: Building a Strong Foundation
Before we move on, it's important to emphasize that all the stages of your pitch deck storyline rely on having a solid foundation. Think of them as the pillars that hold everything else up; without them, your entire presentation would be shaky. These core elements should be clear, consistent, and integrated throughout your pitch.

Let’s zoom in on the essential elements that form this foundation:
-
Company Purpose – Your 'Why': This is at the heart of your company, the reason why you exist. Your purpose is more than just what you do; it's about why you do it. What’s your mission statement? What problem do you want to solve in the world? This needs to be clear, concise, and compelling and should serve as a guiding light for your whole operation.
-
Product – The 'What': Here, you need to provide details about your product or service. What are you actually offering? Explain its key features, functionality, and how it works. The more you can show and demonstrate the power of your offering, the better. It's not just about features; it’s about how your product or service transforms user experience.
-
Business Model – Your 'How': Investors want to know how you plan to make money. Outline your revenue streams, pricing strategy, and any key partnerships. Explain your customer acquisition strategy and detail your path to profitability. This should not be a vague description; this is the nitty-gritty of your company's economics.
-
Team – The 'Who': The team behind the idea is just as important as the idea itself. Investors want to know who is at the helm. Highlight your founders, management, and advisors' relevant experience, skills, and dedication. Show investors you have the right people to make your vision a reality.
Would you like to refine your Pitch Deck? Or maybe you're unsure if you have a clear 'why?'
Evalyze.ai can help you identify gaps, strengthen your core elements, and improve your chances of securing funding.
Conclusion
You've now clearly understood how to craft a compelling pitch deck storyline, from a powerful Hook to building Interest, establishing Consideration, and prompting Action. Remember, these stages are interconnected and must flow seamlessly. You can create a compelling pitch deck storyline using this framework. Start transforming your pitch today! Ready to take your pitch deck to the next level? Supercharge it with Evalyze.ai – Start your free trial today and unlock the power of AI-driven insights.
More Articles
How to Smartly Invest in Startups with evalyze.ai
Finding the right opportunities when investing in startups can be challenging. Evalyze.ai is here to make it easier.
December 2, 2024
Evalyze Features: Assess Your Pitch Performance
A well-structured pitch deck is essential for startups seeking to attract investor interest and secure funding.
September 5, 2024