How to write a pitch deck and why it’s a recipe for startup success
As a London-based product design company, Morrama is always meeting startups and established businesses looking to launch new products; founders and project managers with a concept they want us to help them create. The first thing we ask for is a clear explanation of the background, context, insights into the problem and how they come up with their solution. These few points are vital in helping us, the manufacturer, the marketing team and ultimately the user understand the story. This, of course, is the pitch.
So why should you write a pitch deck?
Imagine this. You’re an industrial design company, you want to know every little detail of the idea and how it came about. This will let you think of all the opportunities for user research, designing a proof of concept prototypes, jumping into CAD, creating beautiful renders and eventually getting the product made with a manufacturer. Yes, you’re there. Now imagine getting a 3 line email that asks you to design something (can’t say too much about what just yet because it’s confidential) but we’d like a cost for the whole project. Whilst it sounds obvious, no potential stakeholder, design partner or marketing team is going to give much credit to an enquiry like that.
This is why creating a pitch deck, even one that changes daily is key to moving forward quickly.
Whats the story?
Tools for creating a pitch deck
- Google Slides. Easy to share, collaborate and edit in light of new info.
- Sketchbook, post-it notes and pen. Great for initial ideation.
- Google doc. Add in all your research for revisiting.
- Unsplash. Great imagery can paint 1000 words
We use a brief creator to ask the initial questions that will help you sketch out the basics but essentially you’re telling a story. A story that you will use to talk to consultants, team members, investors, friends and family. When I ask clients for one, some think I’m trying to put them through Dragon’s Den but really it’s because I need to see the whole picture. Drafting a pitch deck in the early stages will also help you work out if your story and your product make sense or not.
Steps to follow when writing a pitch deck
It’s good to write this out on post-it notes so you can add and move them around before writing it up in a Google doc. Finally, check the whole thing makes sense to your friends and start building a Google slides deck.
What problem are you trying to fix?
For our clients, Ordo Life wanted to solve the problem of remembering to replace the head on your electronic (is it electric or electronic) toothbrush regularly.
What is your solution?
Ordo imagined setting up a subscription service that would deliver the necessary replacements through your letterbox every 2 months. Bolstering the offering with a beautiful design brush, stand and starter kit.
What research do you have to back it up?
With our own project, the Angle Razor, we had spoken to users of the straight razor and shavettes to understand the issues surrounding loading and using their razors. This allowed us to design and market features that answered their problems.
What is your timeline so far?
A nice linear timeline is the best way to illustrate the time spent so far. Don’t be too granular, keep it top-line and show the time to date. If you have a road map for moving ahead this is great to include as well.
What is the product part of — a brand, a family of products or a stand-alone?
Our client Wild Refill intended on launching an innovative plastic-free refillable deodorant. The customer would be part of the 2-part buying process similar to razors or coffee pods. Where the customer receives a good deal on the initial purchase then further purchase yield the brand a better profit margin.
When will this launch?
Be bold and grab a date in the future, it can change but at least you have a goal set. This will definitely change once you get feedback from factories and designers and once you realise how long it takes to ship, but setting a target gives the project focus and helps everyone understand your intentions.
Who is helping you so far?
Branding, Marketing, Factory, Logistics, Researchers or maybe scientists. Feature these people, and share the great minds involved in your project. Even if you are only in initial talks, it shows how serious you are.
Next steps
What is the hierarchy of your “to-do” list? 3 -5 points will do. For example:
- Create a prototype
- Meet with potential manufacturing partners
- Seed pilot production run with influencers
- Get email sign-ups from influencer-based adverts for the product
- Ship to sign-up customers
This is a blue sky but let’s be optimistic until we know otherwise.
Questions/Sign off
Consider the way you want to sign off your presentation. Ask a question to prompt a discussion, or leave a friendly quote to convey your brand's personality. For our project the Angle Razor we use “Look sharp” .
Final thoughts
In going through this process you’ll get a better understanding of what you’re trying to achieve. But more importantly, you’re validating your ideas and telling that story in the same breath.
In my time working in industrial design/product design with startups based in London, California, Amsterdam, New York, and India, one thing will get any potential green light straight away. That my friend is a pitch deck. It might be crap, look crazy, or be impossible, but they made a start and from experience, the most successful projects are begun by clients that have prepared something to tell their story.
Please check out Morrama.com to see some of the great projects we’ve worked on and if you have a pitch deck you want to show us, we’d love to hear from you.
