# The Key to Crafting a Successful Pitch Deck
By Deanna Meador
Earlier this year, I woke up way before my alarm went off with butterflies in my stomach. I was ready to execute a very non-traditional fundraising strategy. Instead of letting doubt creep in or pulling the covers back over my head, I called on the months of practice and preparation I had put into gearing up for this exact moment.
By the end of the day, on International Women’s Day, I had raised over $1.5 million in funding for my business in just under 8 hours, entirely from investors in my home state of Tennessee.
In my experience as an entrepreneur and from mentoring hundreds of other startup founders, I have learned one of the most common sticking points to securing funding lies in the pitch deck. After all, your pitch deck and the narrative you tell with it is the first factor that investors have to determine whether or not to continue the conversation with you.
### Your Pitch Deck and the 3 W’s
No matter how much time you are given during a pitch, you have to answer three vitally important questions for your audience that get to the root of your idea’s purpose and approach. In every pitch you make, you need to be able to answer what I call the 3 W’s, regardless of the time limit you’re given:
1. **Why** does what you are doing matter?
2. **What** does your company do?
3. **Who** is on your team and whom do you serve?
If you can answer the 3 W’s clearly, concisely, and in a way that makes your story relatable for your audience, you are well on your way to an effective pitch.
### Additional Items to Include in Your Pitch Deck
Pitches I’ve given have ranged in time from 90 seconds to over an hour. If it turns out you have more time, here are other elements you may want to add to your deck:
– **Market size**—Maximum number of potential customers that would be interested in your product shown in terms of potential revenue.
– **Burn rate**—How quickly your business is spending money/capital, usually shown as the average dollar amount spent per month.
– **A brief competitive analysis**—Strengths and weaknesses of current and potential competitors; this is often displayed in a grid format with your company listed in the first column, and three to five of your main competitors listed to the right.
– **Traction**—The progress and momentum your company has achieved. Here, showcase customers that you have, letters of intent, upcoming contracts, subscribers, those on a waitlist, preorders, etc.
### Prepare and Speak with Confidence
Speaking in front of people can be nerve-racking no matter how many times you do it—I still get butterflies. However, being a strong speaker establishes trust and sets you apart as a true expert in your field. Here are a few ways to perfect your presentation:
– Do at least 10 timed run-throughs of your deck, and actually say the words out loud.
– Prepare a script, but don’t lean on it or read it verbatim when you present.
– Film yourself presenting and evaluate your body language and speed of delivery. Watch for awkward body language or the all-too-common too-fast delivery.
– If you have a choice between sitting and standing while presenting, it is better to stand.
### Bring supporters to the meeting
Take some team members to a pitch meeting and coach them ahead of time on how you’d like them to contribute. Play to their strengths and their roles within your organization.
### FAQs on Creating the Perfect Pitch Deck
**What makes a pitch deck successful?**
A great pitch deck will share your vision in a way that illustrates the value of your business and tells a compelling story to your audience. Avoid too many words and rely on great visuals. Practice your pitch. Slides matter but ultimately people will be buying into you.
**How many slides should a pitch deck be?**
Your pitch deck should not be too long—keep the pitch to 10 slides or less and focus on the most important information you want to convey. For short competition pitches, stick to five slides. Put other slides into an appendix so you have them if you need them.
**What are three components of a pitch deck?**
A successful pitch deck needs to answer the 3Ws: *why, what,* and *who*. Lead with *why* your idea matters; then share *what* specifically it is that you’re doing; and wrap with the *who,* sharing the credentials of your team and the audience you serve.
### About the Author
*Post by:* **Deanna Meador**
Deanna Meador is the CEO and co-founder of Couture Technologies, an AI-powered virtual fitting technology that helps apparel businesses reduce returns, increase conversions, and grow their brand by ensuring customers get the right fit the first time. The company empowers direct-to-consumer fashion and workwear apparel brands with virtual try-on technology, 3D garment creation services, and enhanced data analytics designed to reduce returns and increase conversion rates.
*Company:* [Couture Technologies](https://www.couturetechnologies.com/)
*Connect with me on* [LinkedIn](https://www.linkedin.com/in/deanna-meador-99bb5640/) *and* [Instagram](https://www.instagram.com/couturetechnologies/).
