A pitch structure is the narrative sequence behind a pitch deck: the order in which you establish that a big opportunity exists, that you are the right team to take it, and what you are asking for. The deck is the visual layer, slide design and layout; the structure is the logic underneath it, and it comes first. Getting the structure right first means your audience follows the logic before they ever see a single slide, whether you are pitching a pre-seed round or a Series A. This is the final step of our Idea to Pitch methodology. Use this guide to build that narrative before you touch a pitch deck template.
Pitching is the process of presenting a business idea with the goal of enrolling the audience (because you want something from them). The most known type of pitch is the one used to raise funds from investors.
When delivering a pitch you want to be aware of:
Your audience and their focus may vary. Your goal is always the same: Convince them of your business' potential to succeed.
Using a Pitch Deck Template ensures that your pitch deck touches all important points but doesn't guarantee your business case is presented in the most compelling way. This depends on having a strong startup strategy and on how the structure of your pitch creates a convincing narrative for it.
The core reasoning of a pitch is straightforward: There is an amazing business opportunity and you (and your team) are the best ones to take advantage of it. Once that reasoning is locked, it becomes the backbone of your actual pitch deck.
This may sound basic but it is commonly overlooked. You first want to establish there is a big opportunity for grabs.
Founders tend to like their ideas even when they solve small problems in small markets. To raise money, you want BIG potential and this depends on the market reality, not on how amazing you and your company are. Having an amazing team and streamlined operations help you demonstrate that you are the "right horse to bet on" but if the trophy is small, winning the race doesn't mean much.
Therefore, first establish there is a big opportunity in the market, then explain why you are the best ones to take advantage of it. Finally, you invite your audience to partake in this opportunity through your ask.
Using the core reasoning (there is a big opportunity and you are the best ones for it) as your guide, build the proper narrative.
"Big opportunity" means that there is a big problem, you have a great solution for it, people would be willing to pay for said solution, and there is a lot of such people (willing to pay).
"You are the best ones" means you have:
You are also missing something (ie capital, if this is an investor pitch) which is why you are pitching and you are asking for it. By the time you get to your "ask", a properly structure narrative should demonstrate that you have everything else figured out and "all you need is the ask".
You are finally ready to get a pitch deck template and fill it with the content that corresponds to your narrative.
Most pitch deck templates include a standard list of slides, in a standard sequence. The reason is simple, this sequence (that is also the one expected by your audience) helps build a logical flow for your business case. Stick to it as much as possible!
When putting together content for your slides, stay on topic. Each slide is a building block for your narrative. Keep it simple and focused.
Is each slide 100% clear before you advance to the next one? Keep a logical sequence.
You are deeply familiar with your idea / startup. This can lead to explanations that are insufficient for someone (in your audience) who hears about this for the first time.
Confirm that each slide provides adequate information to cover its topic. Is the problem well defined? Is the solution easy to understand? Does the monetization strategy make sense? And so forth.
Unclear or poorly explained content creates gaps in your narrative. Your audience will stray away trying to fill them. You don't want that!
Is this really an amazing opportunity?
Are you really the best ones for it? Be honest!
This is similar to step 2 only now you have a lot more tangible information about the market, your solution, the competition, your roadmap etc. Considering this information, does this really look like the amazing investment opportunity that you hope it is?
If not, is the problem something you could change (ie you can get more traction) or something intrinsic in the business environment (ie the audience cannot be monetized)?
The answer is not always pleasant so you want to be brutally honest. An objective assessment at this point allows you to pivot/redirect your passion and energy to more promising endeavors.
Only after you reach this point, you can start working on the (visual) presentation of your pitch deck. This includes slide design and layout, font sizes, colors, images, diagrams etc.
A lot of founders who use pitch deck templates, skip the foundation and start with this step. The result is eye-catching decks that fail to enroll their audience.
With the proper structure and strong narrative for your business case, you are a step ahead of them!
A Successful Pitch Includes:
The Pitch Structure Guide ensures your pitch creates a convincing narrative that demonstrates the strength of your business case and the success potential of your startup. You still want to present that in the best possible way!
This requires an engaging pitch deck that will support your pitch presentation so that your audience stays connected to you and remembers the important parts of your pitch. Visit our startup articles to read more about common pitch deck mistakes and how to avoid them.
Most investor pitch decks run 10 to 15 slides. The right length follows the narrative, not a slide-count target; if your core reasoning needs fewer slides to land clearly, use fewer.
Before. Locking the narrative first, the big opportunity, why you are the right team, and the ask, means every slide you design afterward has a clear job. Skipping straight to slide design is the most common mistake founders make with this guide.
A pitch deck template gives you a standard slide sequence to fill in. A pitch structure is the underlying business narrative that makes those slides convincing. You need both, but the structure comes first.
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