Stop Boring Investors: How a Paint-By-Numbers Pitch Deck Could Be Your Biggest Mistake

As a venture studio, we review countless pitch decks and must admit that most of them really bore us. Even though many of these presentations cover all the essential content, they often feel formulaic and uninspired — a classic case of “paint-by-numbers.” But what exactly makes a pitch deck stand out, and why is it so important to make it not only informative but also engaging?

A pitch deck is the most crucial tool for startups to convince investors, customers, and partners of their vision. It’s not just about explaining the business model and market opportunities but also about conveying the excitement and potential of the project. A good pitch deck needs to do more than just provide information — it must tell a story that evokes emotions and keeps the audience’s interest.

Credits: Sepp Rutz via Unsplash

Many pitch decks follow a rigid template: problem, solution, market, business model, team, and financial projections. While these elements are important, the purely mechanical approach often leads to presentations that seem interchangeable and uninspiring. The “paint-by-numbers” problem arises when the presentation does not reflect the startup’s unique identity and vision but instead appears as a standardized template. This can be particularly detrimental for innovative and complex projects from sciencepreneurs, as their uniqueness and scientific approach often get lost.

Sciencepreneurs face the unique challenge of presenting highly complex and technological innovations in a clear and convincing manner. Their projects are often deeply rooted in science and require clear and concise communication to attract investors and partners. A formulaic pitch deck cannot meet this demand. Instead, sciencepreneurs need to authentically and impressively present their identity, values, and company culture. This not only builds trust but also showcases the passion and commitment behind the scientific innovation.

In the following sections, we will delve into how sciencepreneurs can create a pitch deck that goes far beyond mere “paint-by-numbers.” We will show how they can integrate their identity and culture, strike the right balance between information and inspiration, and thus craft a compelling and sustainable pitch deck.

The Basics of an Effective Pitch Deck

A pitch deck is a visual presentation guide that outlines the key aspects of a startup. It is used to persuade investors, potential customers, partners, and other stakeholders of the business idea. The content varies depending on the target audience, but the main goal remains the same: to communicate the startup’s vision and value clearly and persuasively. We distinguish between a Sales Deck and an Investor Deck:

The Sales Deck targets potential customers and partners. It aims to sell the product or service by highlighting its benefits and added value for the customer. The presentation focuses on the customer’s needs and problems and shows how the offered product addresses them. Key elements of a Sales Deck include:

• Problem and Solution: Presentation of customer problems and how the product addresses them.
• Product Details: Features, benefits, and uses of the product.
• Customer Benefits: How the product helps the customer save time, money, or effort.
• Customer Experiences and Testimonials: Success stories and references from satisfied customers.
• Pricing and Offers: Pricing structures and special offers.

An Investor Deck targets potential investors and aims to secure financial support. It focuses on the business potential, scalability, and return opportunities of the startup. The presentation emphasizes market opportunities, the business model, and financial projections. Key elements of an Investor Deck include:

• Problem and Solution: Overview of the market problem and the startup’s innovative solution.
• Business Model: How the startup makes money and how it can scale.
• Market Analysis: Market size, growth potential, and competitive landscape.
• Financial Data: Revenue forecasts, profit margins, and funding needs.
• Team and Expertise: Competencies and experiences of the founding team.
• Traction and Milestones: Previous successes and planned next steps.

When creating a pitch deck, understanding the target audience in depth is crucial to crafting an impactful presentation. Investors and customers have different interests and priorities, and a successful pitch deck must take these differences into account.

Investors are primarily interested in:

• Financial Return: How and when they will get their invested capital back.
• Market Opportunities: The potential of the market and the startup’s position within it.
• Business Model and Scalability: The sustainability of the business model and its ability to grow and scale.
• Risks and Challenges: Potential hurdles and how the team plans to overcome them.
• Team and Expertise: The qualifications and experiences of the team that can lead the startup to success.

Customers, on the other hand, focus on:

• Solutions for Their Problems: How the product or service addresses their specific needs.
• Product Details and Benefits: Features, advantages, and the direct value of the offering.
• Customer Experiences: Testimonials and references that build trust.
• Price-Performance Ratio: Costs and the resulting benefit compared to alternatives.
• Support and Reliability: Quality of customer service and the reliability of the product or service.

A thorough understanding of these different needs is crucial to creating a pitch deck that appeals to both investors and customers. Therefore, the three fundamental questions when creating a pitch deck are:

1. Who is the audience?
2. What is the goal of the presentation?

3. What emotion do I want to evoke in the audience?

By considering the specific interests and priorities of the respective target audience, founders can tailor their presentation effectively. This increases the likelihood that their message will resonate and achieve the desired outcome.

Why the “Why” Matters More Than Numbers

Having covered the basics of an effective pitch deck, it’s now time to address an often overlooked but crucial aspect: the identity and values of the startup. The mission and vision of a startup are not just formal statements — they represent the heart and soul of the company. They explain why the startup exists and what long-term contribution it aims to make. These statements should be clear and inspiring as they form the basis for the entire company culture and strategy.

The mission describes the startup’s current focus and what it aims to achieve daily. It answers the question: “What do we do and why?” For sciencepreneurs, it is particularly important to make the mission tangible and show how their scientific innovation makes a concrete difference. A succinct mission statement might be: “Our mission is to develop groundbreaking biotechnology solutions for rare diseases and thus improve the lives of millions.”

The vision goes beyond the current mission and describes the long-term goal or ideal state the startup aspires to achieve. It answers the question: “Where do we want to go?” A strong vision motivates the team and inspires investors and partners. For sciencepreneurs, the vision can be ambitious and future-oriented: “We aim to create a future where no family suffers from the effects of these diseases.”

The values and principles of a startup are the fundamental beliefs that guide the team’s actions and decisions. They shape the company culture and are crucial to the company’s identity. Investors and partners want to know what values the startup upholds to assess if they align with their own values and expectations.

The values of a startup should be authentic and specific. They are the foundation of the company culture and influence how the team works and makes decisions. Examples include:

• Integrity: “We always act honestly and transparently to build trust with our partners and customers.”
• Innovation: “We continually strive for new and creative solutions to stay at the forefront of technological development.”
• Sustainability: “We are committed to environmentally friendly practices and sustainable growth.”

Principles, on the other hand, are concrete guidelines derived from the values that influence the team’s daily actions. They show how the values are lived in everyday practice. Examples are:

• Customer Orientation: “We put our customers’ needs at the center and continually work to exceed their expectations.”
• Excellence: “We set high standards and strive to achieve the best possible quality in everything we do.”
• Teamwork: “We foster a culture of collaboration and mutual respect to achieve success together.”

Presenting the mission, vision, values, and principles in the pitch deck is not just a formal necessity but a key differentiator. It helps highlight the startup’s uniqueness and build an emotional connection with investors and partners. These aspects show that the startup is not just pursuing a business model but also has a deeper motivation and a strong values foundation.

Why is this so important? A clear and authentic presentation of the mission and values builds trust and credibility with investors and partners. They can better understand what the startup stands for and whether it can be successful in the long run. In a competitive environment, emphasizing one’s identity and values helps stand out from other startups. Investors are looking for not just profitable but also meaningful and values-driven projects. An inspiring vision and strong values motivate the team and foster a high level of commitment. This can positively impact the startup’s productivity and innovation potential.

Overall, mission, vision, values, and principles play a central role in a startup’s communication and presentation. They are essential components of a convincing pitch deck that not only informs but also inspires and persuades.

The Invisible Force Behind Success

Company culture is the invisible force that significantly influences a startup’s success. An authentic and strong culture creates a motivated team, fosters innovation, and ensures sustainable growth. Investors and partners want to know how the team works, what values it upholds, and how it handles challenges. These aspects can be the decisive factor that sets a startup apart from the crowd.

Authentic communication about company culture is therefore not mere decoration — it is a powerful tool for building trust and credibility. When the culture of a startup is conveyed clearly and authentically, it shows that the team is not only professionally competent but has also created a strong and positive work environment. This can be particularly crucial for investors who want to know if the team can successfully collaborate in the long term.

The famous saying by Peter F. Drucker, “Culture eats Strategy for Breakfast,” emphasizes that even the best strategy can fail if it does not align with the company culture. Conversely, a positive, supportive, and innovative culture can turn mediocre strategies into successes. Culture determines how the team handles setbacks, solves problems, and seizes opportunities. Investors look for signs that the startup has a culture that fosters growth and success.

There is no need for separate slides to communicate company culture in the pitch deck. Instead, it’s about the language and imagery that runs throughout the entire deck. A consistent and authentic representation of the culture can be subtle yet impactful. Here are some approaches to integrating culture:

• Team Presentation: Introduce the team not only with their professional qualifications but also with personal values and passions. This shows that behind the titles are people with beliefs and commitment.
• Success Stories and Anecdotes: Use short stories and anecdotes to illustrate the team’s working methods and values. These can be examples of how the team has overcome challenges or found innovative solutions.
• Imagery and Design: Choose images and design elements that reflect the atmosphere and dynamics of the startup. Authentic photos of the team at work or during team-building activities can have a strong impact.
• Word Choice and Tone: Pay attention to a consistent word choice and tone that reflects the startup’s culture. A casual, creative language can highlight an innovative and flexible culture, while a professional and precise language can convey a structured and goal-oriented culture.

By incorporating these elements into your pitch deck, you can convey the company culture in a way that impresses and convinces investors and partners. The culture of a startup is a key factor for long-term success, and its authentic representation can make the difference between a good and an outstanding pitch deck.

The Art of Making Your Pitch Deck Come Alive

Storytelling is much more than just a marketing technique; it is a powerful method to convey your message in an emotional and memorable way. In a pitch deck, storytelling can help make complex information more understandable and establish a deeper connection with investors and partners. A well-told story sticks in the memory and can make the crucial difference between whether your startup is remembered or lost in the crowd.

Using the STAR method (Situation, Task, Action, Result), you can tell your stories clearly and structurally, effectively highlighting both challenges and successes.

Every success story begins with challenges and obstacles. By authentically presenting the difficulties your startup has faced, you show resilience and problem-solving abilities. This can build trust and convince investors that your team can succeed even in difficult times.

• Situation: Describe the critical phase or problem your startup had to tackle.
• Task: Explain the specific task or goal that needed to be achieved in this situation.
• Action: Describe the specific measures your team took to solve the problem.
• Result: Describe the outcomes of these actions and their positive impacts.

Achievements and milestones are the highlights of your story. They show that your startup not only overcomes challenges but also makes concrete progress and successes. These stories should be backed by numbers and facts to enhance their credibility.

• Situation: Present the context or initial situation in which the success was achieved.
• Task: Explain the specific goal or task that needed to be achieved.
• Action: Describe the actions and strategies that led to this success.
• Result: Show the outcomes of these actions, ideally with measurable successes.

Moreover, personal stories are particularly powerful because they convey authenticity and humanity. By incorporating the individual experiences and motivations of team members, you make your startup tangible and relatable. This can create a strong emotional connection with your audience.

• Situation: Describe the personal background or individual experience of a team member.
• Task: Explain the challenge or goal this person aimed to achieve.
• Action: Show the steps taken to overcome this challenge or achieve the goal.
• Result: Describe the results achieved and their impact on the startup.

Integrating storytelling into your pitch deck should occur throughout the entire presentation. Here are some ways to effectively use storytelling:

• Introduction: Start with a compelling story that explains the problem and motivation behind your startup.
• Problem Solving: Use stories to show how your product or service solves real problems and the positive impacts it has.
• Team Presentation: Share personal stories about your team members to highlight their expertise and passion.
• Success Examples: Use stories from customers or partners who have benefited from your product or service.

By effectively using storytelling and the STAR method, you can make your pitch deck vivid and memorable. Authentic and well-told stories not only make your presentation more engaging but also reveal the human side of your startup, which builds trust and enhances your chances of success.

When Poor Graphic Design Ruins Your Million-Dollar Opportunity

Design and aesthetics play a central role in creating a compelling pitch deck. A well-designed deck can present complex information clearly and attractively, hold the audience’s attention, and create an emotional connection. Here are some key aspects to consider:

• Clarity and Simplicity: Use a clear and simple design that is easy to understand. Avoid overloading slides with too much information or graphics. A minimalist approach is often more effective.
• Consistency: Ensure that the design of your pitch deck is consistently maintained throughout. Use uniform colors, fonts, and layouts to ensure a professional and cohesive appearance.
  This also applies to your word choice! Be consistent with terminology that might be interpreted differently. Set a definition for yourself — even if it seems challenging — and stick to it. This makes it easier for your audience to follow you.
• Color Scheme: Choose a color scheme that fits your brand and conveys the right mood. Colors can evoke strong emotional reactions, so it’s important to select them carefully.
• Typography: Pay attention to clear and readable typography. Choose fonts that complement each other and underline the professionalism of your presentation.
• Images and Graphics: These are powerful tools to reinforce your message and create an emotional connection with your audience. They can help visualize complex ideas and spark interest.
• Relevant Images: Use high-quality and relevant images that support your statements. Authentic photos of the team, product, or users can have a strong impact and make your presentation more vivid.
• Infographics and Charts: Use infographics and charts to visually present data and information. These can help clarify complex relationships and support your arguments.
• Emotional Images: Choose images that evoke emotions and tell a story. Pictures of people using your product or significant moments in your startup’s history can create a strong emotional connection.

Quotes and other emotional elements can further enrich your pitch deck and build a deeper connection with your audience.

• Customer or Partner Quotes: Integrate quotes from satisfied customers or partners to enhance credibility and social proof. These can serve as testimonials and highlight the positive impacts of your work.
• Inspirational Quotes: Use inspirational quotes that underline your startup’s vision and values. Such quotes can convey motivation and commitment and add emotional depth to your presentation.
• Narratives and Anecdotes: As mentioned above, complement your pitch deck with short narratives or anecdotes that highlight special moments or successes of your startup. These stories can create a strong emotional resonance.

By skillfully combining design, images, quotes, and emotional elements from storytelling, you can create a pitch deck that is not only informative but also emotionally engaging. Such a deck will captivate your audience, establish a deeper connection, and increase the chances that your message will be heard and remembered.

Presenting Critical Facts in an Engaging Way

Investors are particularly interested in hard facts and clear numbers that show that your startup has not only a great idea but also a sustainable and scalable business model. However, these details should not be presented in a dry manner; instead, they should be woven into the narrative using effective storytelling. Use the previously introduced STAR approach to present key aspects such as business model, revenue potential, market size, competitive analysis, and scaling plans.

Business Model and Revenue Potential

• Start with the current state and market environment of your startup (Situation). Describe the problems your product or service solves and the target audience benefiting from it: “Our startup focuses on developing AI-powered health software that helps doctors make diagnoses faster and more accurately. In a market moving billions of dollars annually, we have identified a significant gap.”
• Define the task or goal your business model fulfills (Task). Explain how your solution addresses market needs and what revenue sources you have identified: “Our goal is to generate sustainable revenue through a subscription model for clinics and practices, as well as licensing agreements with larger health organizations.”
• Describe the specific steps you have taken to establish your business model and generate initial revenues (Action): “We conducted a pilot phase with several clinics that successfully tested our software. At the same time, we built partnerships with medical societies to strengthen our market presence.”
• Present the results achieved and the revenue potential (Result). Show how your business model is already working and what revenues are projected: “Thanks to the successful pilot phase, we have already generated recurring revenues of €500,000 per year. Based on current growth rates and positive feedback, we expect to double this figure within the next two years.”

Market Size and Competitive Analysis

• Set the context by describing the market size and competitive environment (Situation). Explain how large the market is and what trends are influencing it: “The global health software market is estimated at €50 billion and grows by 10% annually. With the increasing digitization in healthcare, demand for efficient and reliable solutions is rising.”
• Identify your specific market opportunity and competitive landscape (Task). Show how your startup stands out from the competition: “Our goal is to capture a 5% market share within the next five years by leveraging our unique AI technology, which enables more precise diagnoses than existing solutions.”
• Explain the steps you are taking to capitalize on your market opportunities and compete effectively (Action): “We have conducted extensive market research to better understand our target audiences and built a strong sales team focused on the needs of clinics. Additionally, we are continuously working on advancing our technology to maintain an innovation edge.”
• Show concrete results of your market analysis and competitive strategy (Result). Demonstrate how your startup is already gaining market share and what the future outlook is: “Our market research indicates that 70% of surveyed clinics are highly interested in our solution. Through our strategic partnerships and successful pilot phase, we have already gained initial market share and plan to expand it through targeted marketing campaigns.”

Planned Developments and Scaling Plans

• Present the current development status of your product or service and explain the vision for the future (Situation): “Our AI software is currently in version 2.0 and is continuously being developed to enable even more precise and faster diagnoses.”
• Describe the specific development goals and scaling plans you have for the coming years (Task): “Our goal is to start international expansion within the next two years and apply our technology to additional areas in healthcare.”
• Explain the measures you will take to achieve these goals, such as technological advancements, partnerships, and market entry strategies (Action): “We are investing in a larger development team to realize the next generation of our software. Additionally, we plan to form strategic alliances with international health organizations and launch a comprehensive marketing campaign to expand our global presence.”
• Present the expected results and milestones that support your development and scaling plans (Result): “Through these measures, we expect to increase our user base tenfold within the next three years and achieve revenue of €10 million. Initial talks with international partners are promising and confirm the potential of our expansion.”

By integrating these detailed contents into a structured and narrative form, you can not only inform but also engage investors. The STAR method helps present your successes and plans clearly and convincingly while sparing your audience from the usual empty clichés — thereby strengthening trust in your startup and increasing the likelihood of investors deciding to collaborate.

In Summary: Why Your Pitch Deck is Doomed Without Passion and Creativity

In the startup world, a pitch deck is often the first and crucial step to attracting investors, convincing partners, and sharing your vision. Unfortunately, we frequently encounter pitch decks that, while containing all necessary information, are presented in a boring manner or fail to make a strong impression. Here are the five most common mistakes to avoid in order to create an effective and authentic pitch deck:

1. Many pitch decks follow a rigid template that resembles a “paint-by-numbers” approach. While the basic information is covered, there is often a lack of individuality and personal touch. Your pitch deck should not only cover all the required points but also reflect the unique story and personality of your startup.
2. The use of generic icons and flat graphics makes your deck appear one-dimensional, unemotional, and uninspired. Instead, use custom, high-quality images and graphics that visually support your message and create emotional resonance.
3. A pitch deck that simply recites facts without authenticity or emotional depth is rarely convincing. Investors and partners are looking for genuine passion. Your presentation should express your values, vision, and the humanity of your team.
4. A pitch deck that tries to address all audiences with the same content misses the mark. A sales deck differs in its requirements and presentation techniques from an investor deck. Tailor the content and presentation style specifically to the target audience.
5. Too many details without the necessary context make your presentation hard to understand. Use the STAR approach to embed relevant information in a clear and engaging narrative that highlights both the challenges and successes of your startup.

Final Thought

The path to an impressive pitch deck is not an easy one, and it often requires multiple revisions and adjustments to achieve the perfect result. It is important not to be discouraged by initial setbacks. Each piece of feedback, every revision, and adjustment brings you one step closer to a presentation that not only informs but also inspires and impresses.

View your pitch deck as a living document that presents your startup’s story and vision in the best light. Take the time to refine, personalize, and emotionally enrich the presentation. The effort will pay off, as a well-thought-out and authentic pitch deck has the potential to open doors, forge partnerships, and convince investors.

Remember: The quality of your pitch deck reflects the passion and commitment of your startup. Keep going, even if it’s the umpteenth revision. An effective pitch deck is more than just a collection of information — it is your chance to sell your vision and excite the world about your startup.