As an Investment Analyst at From Here Ventures, I've had the privilege of reviewing hundreds of startup pitch decks and data rooms. Through this experience, I've observed some common mistakes that entrepreneurs make when presenting their businesses to potential venture funds and angel investors. In this blog, I'll share my insights on these pitfalls and provide guidance on how to create a compelling startup deck that captures the attention of investors.


Tell a Captivating Story 


storytelling in crafting a pitch deck for startups 

Investors are drawn to narratives that inspire and showcase the vision of the startup. While presenting financials and market analysis is important, it's equally vital to weave a compelling story that resonates with the investor. Share your journey, explain the problem your startup solves, and paint a vivid picture of how your solution can make a significant impact.


Focus on Key Metrics and Traction:


Key metrics and traction in crafting a pitch deck for startups


One common mistake I often encounter is overwhelming investors with an excessive amount of data or completely leaving out all the data altogether. Focus on key metrics that highlight your startup's growth and traction. Clearly present metrics such as revenue growth (MRR or ARR), user growth & retention, gross margins and pragmatic projections for all of these.


Showcase a Strong Value Proposition:


Clearly articulate your startup's value proposition, differentiation and product-market fit. Explain why your solution is unique, how it addresses a real pain point in the market and defensibility i.e. competitive advantages that set you apart from other industry players. Providing a clear and concise overview of your value proposition helps investors understand the potential for success.


Present a Scalable Business Model:


Scalable business model in crafting a pitch deck for startups


Investors are keen on funding startups with scalable business models that can drive exponential growth in Africa. Clearly outline your revenue streams, pricing strategy, and target market. Showcase your ability to scale operations and reach a broader customer base. Paint a picture of how your startup can achieve substantial market penetration and capture a significant market share.

Deal Economics:


Deal economics in crafting a pitch deck for startups


Scrutinizing the startup’s relative valuation and potential return on investment compared to similar opportunities is paramount. A precise grasp of the startup's specific ask - be it funding for expansion, research, or development - is essential as it provides insights into the startup's strategic priorities and fiscal prudence. Envisaging the expected outcome, whether it's market disruption, revenue generation, or technological innovation, allows me, as the analyst, to gauge the startup's viability and potential impact.


Team composition:


Team composition in crafting a pitch deck for startups


The bedrock of any startup, the team composition, warrants meticulous examination. Assessing the team's expertise, synergy, and adaptability is central to predicting the startup's ability to navigate challenges and translate its vision into reality. As an analyst, I look for founders who have founder-market fit, i.e., the skill-sets necessary to build their venture from scratch, have surrounded themselves with a competent team that has relevant domain expertise and have exhibited leadership skills in the past. 


Provide a Well-Organized Data Room:


In addition to the startup deck, a well-organized data room is essential for gaining investor trust. Make sure to include key documents such as financial statements, market research, legal agreements, and team bios. Ensure that the data room is logically structured, easily navigable, and contains up-to-date information. This demonstrates transparency and professionalism, instilling confidence in potential investors.



Crafting a compelling startup deck is a critical step in attracting potential venture funds and angel investors. By avoiding common mistakes and implementing the insights shared in this blog, African entrepreneurs can create impactful presentations that resonate with investors and start to attract the kind of capital their businesses deserve.


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