How to Write a Pitch Deck for Investors: A Small Business Guide

Securing investment is often one of the biggest challenges for small businesses. Whether you’re approaching angel investors, venture capitalists, or local funding networks, you’ll almost always be asked for a pitch deck. Knowing how to write a pitch deck for investors can be the difference between winning funding and being overlooked. 

This guide will walk you through everything you need to know about how to write a good pitch deck, from structure and storytelling to common mistakes to avoid. We’ll also show you a pitch deck for investors example that illustrates how the pieces fit together. 

 

What Is a Pitch Deck for Investors? 

A pitch deck is a short presentation – typically 10 to 15 slides – that communicates the core of your business to potential investors. It’s not the same as a business plan; instead, it’s a snapshot designed to generate interest and spark deeper discussion. 

For small businesses, a pitch deck is crucial. It gives you the chance to explain your vision, show the size of the opportunity, and demonstrate why you’re the right team to make it happen. In short, it’s your opportunity to sell your business in a concise, compelling way. 

 

Why a Good Pitch Deck Matters for Small Businesses 

Investors receive hundreds of decks every year. Many are skimmed in just a few minutes. That’s why learning how to write a good pitch deck matters: it helps you stand out in a crowded field. 

For small businesses, the stakes are even higher. Unlike large companies, you may not have years of financial history, big-name clients, or large marketing budgets. A strong pitch deck can level the playing field by showing investors that your idea has genuine market potential, even if your resources are limited. 

 

How to Create a Pitch Deck for Investors: Step-by-Step 

Step 1: Start with a Strong Introduction 

Your introduction slide should clearly state who you are and what your business does in one sentence. This is often called your elevator pitch. 

For example: 

“We help small retailers double their online sales with an AI-powered product recommendation tool.” 

This sets the stage and tells investors exactly why they should keep listening. 

 

Step 2: Define the Problem 

Investors want to know what problem you’re solving. Be specific. If possible, include data that highlights the scale and urgency of the issue. 

Example: 

“70% of small UK businesses struggle to track ROI on their digital advertising, leading to wasted spend and stalled growth.” 

By framing the problem clearly, you make the need for your solution obvious. 

 

Step 3: Present Your Solution 

Once you’ve defined the problem, present your solution. Keep it clear, jargon-free, and benefit-focused. Show exactly how your product or service makes life easier for your target customers. 

If you’re learning how to create a pitch deck for investors, remember this is the slide that sells your idea. Use visuals – screenshots, prototypes, or testimonials – to make your solution more tangible. 

 

Step 4: Highlight the Market Opportunity 

Investors are motivated by potential returns. Demonstrate the size of your market and why now is the right time to invest. Include: 

• Total Addressable Market (TAM) 
• Growth rates and trends 
• Target audience 

For small businesses, even a niche market can be compelling if it’s growing and underserved. 

 

Step 5: Explain Your Business Model 

This section should show exactly how your business makes money. Be clear and simple: pricing, sales channels, and customer acquisition strategies. 

For example: 

“Our SaaS model charges £49 per month per store. We acquire customers through direct outreach and partnerships with regional business networks.” 

A transparent business model reassures investors that you’ve thought through sustainability. 

 

Step 6: Showcase Traction 

Investors don’t just want ideas; they want evidence. Even if you’re a small business, highlight milestones such as early sales, pilot projects, partnerships, or user growth. 

Proof of traction shows that your business isn’t just viable – it’s already gaining momentum. 

 

Step 7: Introduce Your Team 

Investors often back people more than ideas. Introduce your core team and their relevant experience. Highlight complementary skills and any advisers who add credibility. 

For small businesses, this can be a huge differentiator. A strong team shows you can execute the plan, even with limited resources. 

 

Step 8: Outline Your Financials 

Every investor wants to see numbers. Include high-level projections for revenue, expenses, and profitability over the next 3–5 years. Show your funding ask and how you’ll use it. 

Graphs and charts work best here – avoid filling slides with spreadsheets. Keep details for follow-up conversations. 

 

Step 9: End with a Clear Ask 

Finally, tell investors exactly what you want. Be specific about the amount you’re raising, the type of investment (equity, convertible note, etc.), and how you’ll allocate the funds. 

For example: 

“We are raising £300,000 for 15% equity to expand our development team, strengthen marketing, and support international launch.” 

This clarity makes it easy for investors to respond. 

 

Pitch Deck for Investors Example 

Here’s a simplified pitch deck for investors example for a small SaaS business: 

• Problem: Small retailers lose sales due to poor inventory tracking. 
• Solution: A cloud-based platform that automates stock management. 
• Market: £500m UK SME retail sector, growing 8% annually. 
• Business Model: £49/month subscription. 
• Traction: 200 paying customers, 40% MoM growth. 
• Ask: £300k to scale sales and development. 

This structure demonstrates how the pieces come together in a real-world scenario. 

 

Common Mistakes to Avoid 

Even when you know how to write a pitch deck, small errors can reduce your chances: 

• Overloading slides with text instead of visuals. 
• Ignoring competitors (investors want to see you understand the landscape). 
• Being vague about financials. 
• Making unsubstantiated claims. 
• Sending the same generic deck to every investor. 

 

Final Tips for Small Businesses 

Creating a pitch deck is as much about communication as it is about numbers. Focus on telling a story that connects with investors emotionally and logically. Keep your deck updated as your business grows, and adapt it for different audiences. 

If you’re serious about raising funds, mastering how to write a pitch deck for investors is one of the most important skills you can develop. 

 

FAQs 

How long should a pitch deck be?

10–15 slides is ideal. Long enough to cover essentials, short enough to keep attention. 

Do I need professional design?

Not necessarily. Clean, consistent design is more important than flashy graphics. 

Should I include detailed financials?

Top-level forecasts belong in the deck. Keep detailed spreadsheets for follow-up. 

 

Conclusion 

For small businesses, a strong pitch deck can unlock growth opportunities that might otherwise be out of reach. By following these steps, you’ll know exactly how to write a good pitch deck, present your business clearly, and convince investors of your potential. 

Whether you’re building from scratch or refining your existing slides, remember: clarity, storytelling, and evidence are what make investors say yes. 

 

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