A pitch deck is the core storytelling tool founders use when raising investment. Think of it as your narrative spine: clear, confident, and compelling. Most effective decks run to no more than 19 slides, and every slide earns its place.
Founders typically need two versions:
- A “send‑ahead” deck — more text, more detail, designed to be read without you in the room.
- A “live” deck — visually led, minimal text, designed to keep investors’ eyes on you, not the slides.
At GIN, we see hundreds of decks. The ones that get traction share three traits:
- Clear and simple
- Compelling
- Easy to act on
Below is the structure we recommend for LGBTQ+ founders raising in the UK and beyond — with a tone that’s sharp, confident, and just a touch fabulous.
- Problem
This is where you articulate the gap in the market — the pain point that’s so obvious investors feel it in their bones. Keep it focused: one problem, not a shopping list.
Investors typically lean in when:
- They’ve personally experienced the problem
- They see a clear path to ROI
- They understand the domain deeply
If someone ticks all three, congratulations — you may have found your lead investor (and potentially 20%+ of your round).
- Solution
Your solution should be crisp, scalable, and timed perfectly for the market. Investors want to see something that can grow quickly once capital is added — not something that only works with heroic effort.
Avoid “we’re the only ones doing this” claims. As Mark Cuban says, at least 100 people have had your idea. What matters is why you’ll win.
- Market
Your market size determines your investor’s potential exit. As a rule of thumb, anything under £1B is tough for hyper‑growth investors.
Show:
- Past market growth
- Future projections
- Credible sources
Institutional investors want companies that don’t just disrupt — they reshape how consumers behave.
- Product
Show your product in action. Screenshots, flows, or a short demo video. Add a few customer quotes if you have them — social proof is powerful.
- Traction
This is where you show your month‑on‑month growth: revenue, users, retention, whatever matters most.
If you’ve got a hockey‑stick curve, this is your moment.
If you’re too early for meaningful traction, skip the slide — better to omit than underwhelm.
For context: accelerators like Y Combinator expect 15% MoM growth.
- Team
Investors back people first. Your team slide should highlight:
- Founders and key leaders
- 2–3 relevant achievements each
- Why you are the team to win
Ideas are 10%. Execution is 90%. Show that you’re the ones who can deliver.
- Competition
Use a simple diagram or matrix to show:
- Who else is in the space
- How you compare
- What makes you distinct
You can also include how much capital competitors have raised — it helps investors understand valuation norms and market appetite.
- Financials
Provide 3 years of projections (5 if an investor insists, though sophistication varies).
Your goal is to show:
- You understand your business model
- You’re grounded in reality
- You can deliver more than you promise
Keep the deck summary‑level. Have the full Excel model ready for follow‑up.
- Amount Being Raised
Be strategic. Use a range, not a fixed number.
If you want £4M, write £2.5M–£4M.
Some funds have strict cheque‑size limits — don’t exclude them by accident.
And please — include your contact details. If you have a strong social presence, link it. Investors will look you up.
A Final Note
A pitch deck is part storytelling, part psychology. A few tweaks to language, layout, or imagery can genuinely shift investor behaviour. If you can, have someone with sales or behavioural expertise review it.
And remember: you’re not just pitching a business. You’re pitching ambition, clarity, and the confidence to build something that moves the world forward — with a little queer brilliance woven in.