5 Lessons I Learned Teaching Pitch Decks to Startups (and 1 Bonus!)

Have you ever tried explaining your startup idea to your grandmother, only to watch her eyes glaze over in half a minute? That’s how most investors feel when a pitch deck misses the mark.

Over my years teaching pitch deck design at startup programs, universities, and accelerators all over APAC, I’ve seen what makes a founder’s story stick and what makes it stumble. If you’re gearing up to build your first pitch deck, here are 5 big lessons (plus one bonus people seldom talks about!) from my own teaching journey to help your startup capture attention and avoid common mistakes.

1. Less is More. Hook First, Details Later

Every founder can talk for hours about their startup, but most audiences tune out in seconds. Your pitch deck’s job is to make people excited (and curious!) within the first 60 seconds. Open strong, with a question or bold statement that makes your listeners stop and think. The less clutter, the more impact.

2. Every Pitch, Every Audience Is Different

One size never fits all in startup pitching. I’ve worked with founders presenting at hackathons, accelerators, and big investor meetings, each needs a unique approach. Tailor your pitch deck to who’s in the room and what you want from them. Are you seeking cash, connections, or just honest feedback? Make it clear.

3. Master the Magic Pitch Deck Structure

A great pitch deck tells a clear story. The 12 slides I always recommend: hook, problem, solution, audience, product & service, validation, business model, competition, go-to-market, roadmap, team, the ask. Content comes first, smooth design and storytelling follow. Don’t let pretty slides hide an unclear message!

4. Show, Don’t Tell (But Don’t Overdo It)

Stop forcing your audience to squint at walls of text. One picture really is worth 1,000 words, especially in a pitch deck. Use visuals to bring your idea alive, but don’t overwhelm with charts nobody can read. Sometimes, the best way to share your numbers is to tell the story behind them, no graph required.

5. End with the Ask. Crystal Clear

The worst way to finish a pitch: “Any questions?” Always be upfront about what you need, funding, pilots, feedback, partnerships. If your audience isn’t sure what your startup wants, they can’t help you (or invest in you!).

Bonus: Craft the Message Before You Touch Design

This is the hidden trap almost every founder falls into: obsessing over design before they’re sure what to say. Start messy, brainstorm your story and shape your message first. Once it’s crystal clear, then have fun with design and storytelling flourishes. Authenticity always trumps polish.

From one founder to another, here’s the truth: building the perfect pitch deck isn’t about fancy templates or buzzwords, it’s about telling your startup’s story in a way that’s clear, compelling, and impossible to ignore. If you want to give your team a leg up or bring these lessons into your organization, I’d love to help, reach out to chat about a customized pitch deck training or workshop. After all, every great pitch starts with a fresh perspective and a dash of fun!

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