How Investors Really Review Your Pitch Deck

Remember: You're not pitching for investment in the first deck. You're pitching for the "maybe pile."

I know in the first 30 seconds if I'm interested.

Your investor pitch deck just got opened. The next 3 seconds will determine everything.

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Our newsletter has now reached over 120,000, and with that comes a flood of emails from founders wanting to “grab a coffee” or meet online—aka a free strategy session—to share their plans, pitch decks, and get my advice. My default response? A polite nope. But then I thought—if you're actually invested and serious enough to put some skin in the game, I’m willing to rip apart your deck, no mercy. Time is precious, and if you want mine, you better be ready for the real deal. Go to the end of this newsletter to learn more.

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Here's the truth: You don't have 10 minutes.

You have:

• 1 seconds for the cover

• 3 seconds for first 3 slides

• 30 seconds if you're lucky

• 3 minutes if you're exceptional

It's your pitch before the pitch.

The 3-Second Reality Check:

1. Cover slide

2. Problem

3. Solution

That's it. Make it count.

Imagine this: the moment your investor pitch deck opens, the clock starts ticking. In the first 30 seconds, every detail matters, and you might not have more than a few seconds to capture their attention. This isn’t just about crafting a compelling story—it's about making every slide count.

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The 3-Second Reality Check

When an investor opens your deck, they have a very short window to decide if they’re interested. Here’s the breakdown:

• 1 second for the cover slide

• 3 seconds for the first three slides (typically your cover, problem, and solution)

• 30 seconds if you’re lucky, to really capture their attention

• 3 minutes if your presentation is exceptionally engaging

This is your pitch before the actual pitch. In these few seconds, clarity and impact are paramount.

The Cover Slide: Your First Impression

Your cover slide is the hook. It sets the tone for everything that follows. Investors form an opinion about your entire deck in just a second.

Do this:

• Use a clean, professional design.

• Craft a clear, one-line pitch that summarizes your value proposition.

• Avoid fluff or buzzwords that add little value.

For example:

• Bad: “Disrupting the $1T banking industry with revolutionary AI.”

• Good: “Helping small businesses get paid 5x faster.”

Problem Slide: Capture Their Interest

You have about three seconds to convince an investor that the problem you’re addressing is significant and worth solving.

Do this:

• Be concise and compelling.

• Provide concrete numbers to illustrate the problem’s scale. For instance, “40M small businesses wait 47 days for payment, losing $4.5T annually.”

• Avoid generic statements like “Banking is broken.”

The goal is to make the problem impossible to ignore.

Solution Slide: Show How You Stand Out

Your solution must directly address the problem you’ve outlined. It should be logical, clear, and believable.

Do this:

• Explain exactly how your product or service solves the problem.

• Highlight what makes you different from the competition.

• Be specific—provide data and examples rather than vague descriptions.

For example:

• Bad: “AI-powered revolutionary platform.”

• Good: “Automated payment collection that reduces wait time from 47 to 7 days.”

What Investors Instantly Dislike

Certain elements in your pitch deck can quickly turn investors off:

• Unclear Problem Statement: If the problem isn’t immediately obvious, they’ll move on.

• Paragraphs of Text: Dense blocks of text are hard to digest.

• Too Many Bullet Points: Overloading slides with information can be overwhelming.

• Marketing Language: Investors can spot buzzwords and hype from a mile away.

• Hyperbolic Claims: Statements like “We're disrupting everything!” come off as unsubstantiated.

Additional Key Elements for Your Deck

Market Sizes That Matter

• Don’t just throw out big numbers—explain how you calculated them.

• Example: Instead of “TAM: $1T global market,” try “40M users × $100/month = $48B serviceable market.”

The Team Slide: Who Really Matters

• Only include key team members who actively drive the business.

• Highlight full-time founders and critical players with relevant expertise.

• Skip interns, freelancers, or part-timers, unless they bring unique value.

Numbers That Speak Volumes

For early-stage startups, focus on:

• Current traction

• Unit economics

• Customer acquisition cost

• Monthly growth rates

Avoid unrealistic projections like a “hockey stick” growth curve over five years.

How to Ask for Money

Be precise and concise with your fundraising ask. Use this formula:

“Raising [X] to achieve [Y] in [Z] timeframe.”

For example:

• “Raising $500K to reach $100K MRR in 9 months.”

Don’t be vague with phrases like “Raising for 18 months runway.”

Test Your Pitch Deck

The best way to know if your pitch deck works? Show it to someone for 30 seconds. If they can’t repeat your pitch back to you, it’s time to refine your message. Your deck should be so clear that anyone can grasp the essentials in just a few moments.

Final Thoughts

Remember:

• Simple beats complex.

• Clarity beats creativity.

• Evidence beats promises.

• Numbers beat adjectives.

Your pitch deck is your chance to win over investors for the “maybe pile”—the group that says, “Let’s learn more.” Master these first crucial seconds, and you’ll be one step closer to securing that all-important follow-up meeting.

Every second counts, so make sure your pitch deck is as compelling as it can be from the very first glance.

Happy pitching!

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Note: Most of my content is free because, shocker, I actually enjoy sharing value. But let’s be real—humans don’t appreciate what they don’t pay for. It’s basic psychology. You can stick to the free tier and still get plenty, but if you want me involved and spending time to give feedback, I expect some skin in the game. Commitment isn’t free, and neither is my patience.