Most decks are read before they're presented. A partner, an associate or a scout opens the link between meetings and decides whether there's a second look. In those first minutes they aren't reading every word. They're answering a handful of questions, fast.
Here is what they're looking for, in order, and what your brand and design have to do with it.
1. What is this, in one sentence?
The cover and the first content slide should say what you do in plain words, not a tagline. If someone can't repeat it to a partner after the first slide, everything after it works harder than it should.
2. Is the problem real, and is it big?
One clear problem slide beats three. Show who has the problem and what it costs them today. Specific beats dramatic.
3. Why now?
Something changed: a technology, a rule, a behaviour. Name it. This is often the slide that turns 'interesting' into 'timely'.
4. Why you?
The team slide is read closely. Show the experience that makes you the people to build this, not a list of logos.
5. Is anything working yet?
Traction, pilots, a waitlist, letters of intent: whatever is true, shown simply. If it's early, say so and show what you've learned.
6. What do you want, and what will it buy?
The ask, the runway and the milestones it reaches. Investors want to see the next round's story in this one.
Where design comes in
Design doesn't replace any of this. It decides whether it gets read. The signals people pick up in seconds:
- One idea per slide, with a headline that states the point.
- A consistent look: the same type, colour and layout from cover to ask.
- The deck, website and product tell the same story in the same words.
- Charts that make one point each, readable without you narrating.
- Nothing that looks unfinished, like placeholder images or mismatched fonts.
A quick test
Send your deck to someone who doesn't know the business, give them three minutes, then ask them to tell you what you do, why now and what you're asking for. Wherever they stumble is where to work next.
By Khrystal Strozier, founder of Studio Halden.