This article was contributed by Lydia Thomas, UNCW CIE Program Manager.
 
In simplest terms, a startup pitch deck is a visual presentation used by entrepreneurs to communicate the key aspects of their business to potential investors, partners, or other stakeholders. It’s one of the many ways to convey the story behind the startup. 
 
When founders are creating their pitch decks, two common questions pop up:

1. “How many pitch decks do I need?”
2. “What do these versions of pitch decks look like?”

 
If you Google the first question, “how many pitch decks do startups need,” thousands and thousands of pieces of different advice come up from investors and founders. To those founders worried about building the “perfect deck,” it is incredibly confusing and overwhelming. It boiled down to: 

• It depends on who you ask.
• Founders will need more than one pitch deck.
• Generally, founders should have one to two core decks you can tailor for your audience.

 
Understanding Your Audience 
“It depends” is a very ambiguous answer. However, startups having a variety of occasions to present a pitch deck that require a bit of tweaking to a core or template deck to match the audience they’re presenting in front of. This doesn’t mean you need to create these decks right away. A one size fits all model for pitch decks may not be effective in delivering your impact. The first step in tailoring a pitch deck is to understand your audience. 
 
Different stakeholders will have their individual priorities. Recognizing these priorities can help in building a meaningful deck to highlight the essential aspects of your business. As an example, potential strategic partners may focus more on mutual benefits and alignment of business goals. However, customers might focus on how your product or service works so they can understand how to use it. Occasions come up where:

• The deck may require more detail on the technology – think: presenting at a conference in front of experts in that specific field.
• It may be a shorter, more informational deck rather than investor presentation. For example, every week at 1 Million Cups, entrepreneurs present business ideas to the local community and learn how those around them can support their business in its growth. The 1MC Wilmington community gives entrepreneurs the opportunity to refine their elevator pitch to a diverse audience, access training programs, and engage with a network for support.
• You’re presenting to win money – whether it’s a competition or pitching to investors or to VCs.

 
Two local Wilmington founders, Jessica Kovar and Rachelle McCray, discussed how many pitch decks they have and how they tailor their decks for different audiences. 
 
Jessica Kovar is the founder and CEO of IT’SAGO Pursuits, a company created to help customers pursue and win federal contracts. Jessica has several decks for a variety of purposes. She has one for current clients as potential investors, one for her company, one for family and friends, and several iterations depending on the presentation's orientation (email versus live presentation). Kovar mentioned she has eight to ten decks, depending on the occasion and format in which she’s presenting. 
 
Rachelle McCray, founder and CEO of the smart food storage container company, Wisely, uses a general template that encompasses the standard in which various parties may want information. Then, the team tailors that to the audience. For example, Wisely may have a pitch deck for partnerships, public presentations, investors, media/press, pitch competitions, and more. Rachelle stated, “Having the template created helps us streamline last minute requests to tailor each deck to suit the needs of the request.”
 
A good rule of thumb for pitch decks is have one or two core/template decks you can then tailor to fit your audience, occasion, format, and time limit of a presentation.
 
Once you understand your audience, you can adjust your tone and language.
 
Tailoring your pitch tone and language makes it more relevant and engaging for each specific audience. This ensures that your message resonates with them on a personal and professional level. When a pitch speaks directly to an audience’s interests, it can establish a stronger connection. For instance, 

• In an Investor Pitch: Investors are focused on ROI, market potential, and financial metrics. Using a formal, data-driven tone helps you present a compelling case for investment.
• In a Partnership Pitch: For potential partners, a collaborative and strategic tone highlights mutual benefits, making it easier to envision a successful partnership.
• In a Customer Pitch: Customers are interested in how your product or service solves their pain points. In this case, language that directly addresses the customer’s needs and challenges may be used to focus on the benefits of your product or service.
• In a Potential Employee Pitch: Prospective employees are drawn to the company’s vision, culture, and growth opportunities. An inspirational and motivational tone can attract top talent and align them with your company’s mission.

 
As An Important Reminder...
You can spend hours (and a lot of money) creating the most beautiful, informative deck, but decks do not win the money. You do. The way you craft your story does. So, take the time to understand your audience and customize your narrative to strategically align your presentation with an audience’s expectations and needs. 
 
Looking for Pitch Deck Assistance?
If you are an early-stage founder looking to turn an idea into a business, check out the early 2025 cohorts (additional details coming soon) of UNCW CIE’s Idea Test Lab. This course outline provides a structured approach to guiding participants through the crucial stages of startup ideation, ensuring a well-rounded understanding of market dynamics, customer needs, and competition. Throughout Idea Test Lab, founders will create their initial pitch decks. Idea Test Lab wraps up with a Demo Day, where founders can show their pitch decks to community members, students, and other founders.
 
CIE will also be teaching a “Perfecting Your Elevator Pitch” session during Genesis Block’s Conversations to Contracts on October 11, 2024 during Cape Fear Minority Enterprise Development (MED) Week.
 
The Wilmington entrepreneurial ecosystem is filled with many professional, no-fee resources available in southeastern North Carolina to help with starting, managing, and growing a business. The Coalition is a collaboration of not-for-profit organizations whose mission is to help create and grow successful businesses in the region.
 
The goal of The Coalition, established in 2016, is to make it easier for individuals and small businesses to access the resources most suited to their needs. The Coalition outlined the types of services available to those interested in starting their own business and to those already operating small businesses so they may make the best decision as to which organization(s) are in the best position to help them.
 
Connect with CIE
To learn more about CIE and our services, programs, and events, follow us on social media: Instagram, Facebook, Twitter, LinkedIn, TikTok, or YouTube. CIE’s website is uncw.edu/cie. 
 
Feedback or thoughts? Please comment below or connect with me!
 
Heather McWhorter, MS, PE, ECM, is the director of the UNCW Center for Innovation and Entrepreneurship. CIE is a resource for high-impact start-ups and the early-stage business community to help diversify the local economy with innovative solutions.