The Ultimate 12-Slide Structure
For Any Presentation
Marketing “Decks” for Small Business Marketing July 2012
INTRO PITCH DECK
Adapt The Investor Pitch Deck As Your Own
Twelve slides* is all you need to succinctly outline your own
presentation or ebook. Regardless of your business, niche
market or service, this structure can serve as your own outline [Typical] Structure of an
if you’re presenting to investors or potential new clients. Investor/Shareholder
This is the same outline that has been used by companies Pitch Deck
seeking investments from venture capitalists, angel investors 1. Overview
and the same structure used by publicly traded companies 2. The Problem
when they report quarterly earnings to Wall Street investors. 3. The Solution
The content changes but the structure has, essentially, 4. Opportunity and Market
remained the same for decades. Why? It’s simple, concise, 5. Technology
it addresses key issues investors use when evaluating 6. Unique Competitive Advantage
companies. 7. Competitive Landscape
I’ve designed numerous presentations for publicly 8. Market Strategy
traded companies, IPO roadshows, special situations/ 9. Financial Road map
announcements, quarterly earnings and more. Only the design 10. The Management Team
and content distinguish one company from another. As a 11. Current Status
graphic designer in the business-to-business, specializing in 12. Summary
financial communications, the approach for each presentation
(this structure could easily be published as an ebook or
whitepaper) was HOW this document would correlate with the
overall marketing of the company.
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 2
Ticker (if public)
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 3
Do this last, it is the
“attention grabber.” Make
it concise and strong.
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 4
#2 THE PROBLEM
What is the problem that your
services/product will solve?
If more than one, keep it clear
Why have customers contacted
you in the past?
What situation is causing a
problem for your niche market?
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 5
#3 THE SOLUTION
Describe your business, be
Include compelling benefits,
accompany with a defining
graphic that illustrates your
product or service.
This is a critical point, you
either have your audience
hooked by now or you’ve
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 6
#4 the opportunity
Quick synopsis of market.
Include size and growth of
market for the next several
years; focusing on niche or
segments of your market and
percentage you’ll dominate.
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 7
HOW you/your company will
deliver products and services to
This is your value proposition.
Before and after diagrams from
case studies, partners essential
to the process, etc.
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 8
#6 Unique competitive
This is also called your “unique
Team, relationships, new
What makes these special?
Why should your customers
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 9
Who are your direct competitors?
What differentiates you/your
Everyone has competitor, so ask
“why do my customers work with
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 10
#8 “Go To” Market
How and what do customers buy?
This is your ideal customer profile
and how you’ve crafted your
marketing plan to address those
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 11
#9 Financial road
This slide is best implemented
for those seeking funding. A deep
understanding of the business model
and financial projections for ~ 5
years out. Revenue and expense
analysis, capital investments, more.
Be prepared for questions.
No doubt this is the most critical
slide in any investor pitch deck!
For those not seeking funding, this
slide can be used as an exercise
to establish projections for revenue
and expenses; key to pricing your
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 12
#10 Current status
What have you already
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 13
#11 The team
Emphasize what YOU
bring to the table; relevant
Who’s on the team, strategic
How do all team members
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 14
Summarize your THREE
distilled down to memorable
Solicit feedback and
What is your CALL TO
How obtain more information?
Now, go back and rewrite the
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 15
Creative aces 12 SLIDES. THAT’S IT.
About UNIVERSAL PITCH DECK
Creative Aces is a design and publishing
Thirteen if you include the Title slide, a slide that should be up on the screen when your audience
firm specializing in designing visual enters the room.
communications that enhance your
company and its story. The real work is preparing the content to be concise, direct and informative. Loading a slide with
bullet after bullet of copy that you’re going to read to your audience is counterproductive.
Creating innovative solutions for all
aspects of a marketing mix including Key elements are logo, corporate color palette, existing image library including product shots,
brochures, direct mail, corporate ID, graphics/charts that can be created to visualize data, emphasizing select points visually and, of
advertising, e-books, annual reports and course, overall flow of the document.
Visit us at www.creativeaces.com
The slides should RE-ENFORCE your message, you’re the one delivering the presentation the
or contact email@example.com audience should be focused on YOU.
Like the idea of doing an ebook like this The content of this 12-slide structure could be expanded into a well-written ebook/whitepaper.
instead of a boring old white paper? Greater depth of the topic to serve as a “thought leadership” piece with insights for investors, clients,
I’m standing by. potential clients and community.
CONNECT & SHARE
* Guy Kawasaki’s infamous presentation rule is “10 slides. 20 minutes. 30 point font.”
Universal Pitch Deck, The Ultimate 12-Slide Structure For Any Presentation 16
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