Pitch Structure Guide

Create a Winning Pitch and Fundraise Like a Pro!

Pitching Basics

Pitching is the process of presenting a business idea with the goal of enrolling the audience (because you want something from them).

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.

You demonstrate your business' potential by presenting a strong business case.

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Structuring a Winning Pitch

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 the underlying argumentation and how the structure of your pitch creates a convincing narrative.

A strong pitch demonstrates that...

A. There Is a Great Business Opportunity
  • We have a useful & desirable product/service
  • There is a large audience (target market) that would pay for it

B. We Are the Right People to Take Advantage of It
  • We are better than the alternatives and can prove it
  • We have a solid plan and the team to implement it

C. This Is How You Can Be Part of It
  • To implement our plan, we are missing ABC
  • Our ask is XYZ
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Investor Pitch Tools | Emerging Humanity

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Pitch Structure Guide | Emerging Humanity

How to Use the Pitch Structure Guide

Step 1. Understand the "Core Reasoning" that your pitch has to present

Pitch Structure Guide

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.

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. Being amazing, helps 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.

Step 2. Work on your "Pitch Narrative" and build the main structure

Pitch Structure Guide

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:

  • advantages over the competition
  • the traction to prove it
  • a solid plan / roadmap
  • the team to execute it

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".

Step 3. Expand each item into the corresponding pitch deck slides

Pitch Structure Guide

You are finally ready to take a pitch deck template (like the Emerging Humanity one) 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.

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Investor Pitch Tools | Emerging Humanity

Want to improve your investor pitch?

Download Our Pitch Deck Template and Structure Guide

Step 4. Assess your content

Pitch Structure Guide

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!

Step 5. Confirm your core reasoning

Pitch Structure Guide

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.

Step 6. If your core reasoning is (still) strong, you can work on the presentation of your pitch deck!

Pitch Structure Guide

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!

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Next Steps

A Successful Pitch Includes:

Strong Business Case
Engaging Pitch Deck
Powerful Stage Presence

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.

Your pitch deck and your confident delivery help bring your pitch narrative to life!

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Additional Resources

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