Pitching 101: Show them the money

Pitching 101: Show them the money

by Mark Selby, 19 July 2018

Preparing that all-important slide deck before you pitch to investors is no easy task. At Innovation Warehouse we demystify the process and help aspiring entrepreneurs present themselves and their projects in the best possible light.

If you missed our blog post in April on Top tips for startups seeking investment, we’d recommend you take a moment and check it out as an introduction to crafting a solid pitch.

In this blog, we’ll take things a step further and focus on one ingredient that every entrepreneur’s slide deck should contain: numbers. Because whether you’ve been in business for ten days or ten years, we guarantee that prospective investors will want to see them in your pitch.

During our Pitch Wednesday sessions, each presenter has five minutes to pitch, five more to field questions and a final five to receive feedback. While by no means a definitive list, here are three go-to financial figures that deserve a top spot in your deck:

Sales & Revenue

How many units have you sold so far? How much money has come in from sales each year? Depending on the age of your company, break these down into months, quarters or years.

How much do you anticipate earning in the coming years? Present whatever history you have and give the investors an idea of what you have in the pipeline.

Spending & Investment

How much capital did you start off with? Where did it come from? How much have you spent so far? How much additional investment are you looking for? How quickly do you plan to spend it?

Again, break this down – perhaps in a layered line graph – and show investors how you’ve been managing your money since your company launched.


How much money has your company taken to the bank after building and copyrighting your product; paying salaries; lunches; coffees; trips; copyrighting your product? Are you still running in the red, but anticipate an ascent into the black once the money for your agreed sales come in? Show that. As ever, show the history and if you have a forecast, include it.

These three areas will help focus your thinking on some of the key metrics investors want to see. Let your company’s financial history tell its own story.