Revising a pitch deck can be a daunting task, but it’s a crucial step towards securing investment. With insights from a founder and a COO, this article sheds light on the most impactful lessons learned from feedback by angel investors. You’ll discover why it’s essential to spell out your secret sauce right from the start and how illustrating specific, quantifiable milestones can make all the difference. Dive into these 17 expert insights that can transform your pitch and boost your chances of success.
- Spell Out Your Secret Sauce
- Lead With Problem and Market Opportunity
- Think of Pitch as Three-Act Story
- Pitch in Format Investors Expect
- Focus on What Lands Investors
- Avoid Comparisons to Competitors
- Create an Impossible-to-Refuse Slide
- Highlight Importance of ‘Why Now’ Slide
- Identify Patterns in Feedback
- Illustrate Specific, Quantifiable Milestones
- Simplify Complex Ideas for Clarity
- Craft a Compelling Exit Strategy
- Bridge the Knowledge Gap Effectively
- Showcase Leadership Team’s Experience
- Clarity Sells, Simplify Your Pitch
- Emphasize Unit-Economics
- Show Blue-Sky Thinking
Spell Out Your Secret Sauce
When pitching my business, almost all angel investors would ask me to explain my “secret sauce” right away.
Here’s what I added to my pitch in response: when I first got interested in productivity as a concept, I tried a lot of different options on offer to help people improve it, including productivity and accountability apps. But nothing seemed the right fit—no one app seemed to have all the features I was seeking. So, I built the platform I wanted with my company, where technology, strategy, and the human touch come together.
So, my advice to others would be the same: spell out your ‘secret sauce’ to help investors know what makes you unique and investable.
Manasvini Krishna, Founder, Boss as a Service
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Lead With Problem and Market Opportunity
From my experience working with countless startups, one of the most important lessons I’ve learned about pitch decks came from a founder we worked with last year. The startup had an amazing AI-powered solution for supply-chain optimization, but their initial pitch deck was drowning in technical specifications and complex flowcharts.
After several meetings with angel investors who seemed to lose interest halfway through, we helped them transform their deck to lead with the problem and market opportunity first. The change was remarkable—instead of opening with their technology, we started with the $50 billion pain point in the industry, followed by real stories from frustrated supply chain managers.
This approach immediately grabbed investors’ attention because it showed we understood what really mattered to them: the market potential and the burning problem that needed solving. The revised deck generated significantly more investor interest, and they secured their seed round within two months. It taught me that investors, especially at the angel stage, care more about the problem-solution fit and market opportunity than the technical intricacies of how your product works. Technical details still matter, but they should support your story, not be the story itself.
Niclas Schlopsna, Managing Consultant and CEO, spectup
Think of Pitch as Three-Act Story
The one game-changing thing I learned from our business angel at Wunderlist is that it’s not about any single slide; it’s about story structure.
I used to think each slide had to stand alone, but the best advice I got was to think of it like a three-act story: establish urgency around the problem, excite around the opportunity, and save your heavy ammo, like early traction and partnerships, for the third-act climax.
Once we restructured it this way, suddenly, investors were leaning forward in their seats instead of just politely nodding along.
Sebastian Scheerer, Founder & CEO, Superfounder.io
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Pitch in Format Investors Expect
The one lesson that I learned when revising my pitch deck is that I 100% need to pitch in the format investors expect. When it comes to pitching, “Know your audience” is extremely important. I like the framework: Hearts-Minds-Wallets. To create a pitch deck, it uses storytelling and a good (and fairly typical) flow.
Also, after pitching various business proposals in the past, I’d say that pitching is a skill. Storytelling is a skill. It is something you can improve on. Telling your story is one of the most important skills you need as a founder. There are frameworks (like Hearts-Minds-Wallets) that can legitimately help.
David Rubie-Todd, Co-Founder & Marketing Head, Sticker It
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Focus on What Lands Investors
When it comes to pitch-deck revisions, I’ve learned one thing: Every person has their own opinion and preference for what format and content they want in a pitch deck. The “right way” is whatever lands you the investors and partners that are a good fit for your startup. The “wrong way” is every other way.
David Rubie-Todd, Co-Founder & Marketing Director, Glide
Avoid Comparisons to Competitors
One critical lesson I learned when revising our pitch deck, based on feedback from angel investors, was understanding how comparisons to competitors can impact investor perception. Initially, we believed that highlighting our solution alongside existing market players would emphasize the gap we were filling and showcase how our solution is different.
However, this approach actually ended up diluting our message, as it inadvertently associated us with competitors that investors viewed as poor investments. This made our pitch much less exciting and took away from the momentum we were building with the rest of the deck.
Instead of focusing on competitors, we needed to demonstrate how our model was new and why that distinctness would drive longevity and make our company a strong investment. This shift allowed us to present our solution as an innovative leader rather than just another market participant.
Rob Deming, COO, Rate Retriever
Create an Impossible-to-Refuse Slide
When I first started pitching, I approached the deck as a story, with a beginning, middle, and an exciting buildup to the most impressive part of the business. I wanted to create a narrative crescendo. Then an angel investor took me aside and told me that investors review thousands of decks and often only spend a few seconds per slide.
As a female founder, I also recognized an additional challenge: unconscious biases can sometimes lead investors to look for risks before they see opportunities. This meant I needed to reframe my approach. So, I created what I call an “impossible-to-refuse” slide—a slide packed with our best stats, metrics, customer traction, and any “wow” factor that could make an investor sit up and say, “Whoa, this is different.”
Leading with this data-driven, high-impact slide was a game changer. This approach helped to counteract biases and set a confident tone for the rest of the presentation. It’s something many female founders may need to consider—often, we need to be irrefutably compelling to get the same attention and confidence from investors.
Vivian Chen, Founder & CEO, Rise
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Highlight Importance of ‘Why Now’ Slide
Understanding the importance of a “Why Now” slide was a game-changer during our pitch deck revisions. Angel investors want to grasp why the business is poised to succeed at this exact moment, looking for a mix of market trends, shifts in technology, or changing consumer behavior. Highlighting this aspect can be the tipping point in convincing investors.
The premium home-spa market is growing fast, partly due to an increased focus on home wellness and the ongoing trend toward home upgrades. People are willing to invest more in personal wellness spaces, especially as remote work and home-centered lifestyles grow. This trend makes now the perfect time for a brand offering unique, high-end outdoor luxuries.
Leveraging the “SOAR” framework can strengthen the effectiveness of the “Why Now” slide. Start with Strengths that the business brings to this opportunity. Follow with Opportunities that exist due to current market dynamics. Articulate specific Aspirations your business seeks to fulfill by capturing this opportunity today. Wrap up with Results your business aims to achieve by acting now.
Structuring this slide with SOAR offers investors a logical and compelling reason to believe in the timeliness and potential of your venture, effectively demonstrating anticipation of future success.
Andrei Newman, Founder, Casa Blui
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Identify Patterns in Feedback
One of the biggest lessons I learned from revising my pitch deck after feedback from angel investors is that you can’t over-rotate based on every single comment. It’s easy to get caught up in trying to please everyone, but that’s a recipe for disaster. Instead, you need to listen carefully and identify patterns in the feedback.
After a few pitches, you start to notice which parts of your presentation truly resonate with investors. Their eyes light up, they lean in, and they ask insightful questions. Pay close attention to those moments and the people who are genuinely engaged. Those are the signals that tell you what’s working and where to focus your attention.
Ultimately, your pitch deck should tell a compelling story that captures the essence of your business and its potential. By carefully considering feedback and identifying the areas that truly resonate with investors, you can refine your pitch and increase your chances of success.
JJ Maxwell, CEO, Double Finance
Illustrate Specific, Quantifiable Milestones
My biggest takeaway from updating my pitch deck as a result of receiving feedback from angel investors was how it helped illustrate specific, quantifiable milestones instead of vague metrics about growth. Investors needed direction, but not just in the form of projected revenue or market share.
They needed very clear, measurable, time-based steps that clearly defined how we’d proceed from one phase to the next, such as hitting certain technical milestones, customer-adoption goals, or partnerships that would unlock the next phase of growth. They realized that they needed a roadmap that was both grand and highly realistic and based on actual indices of success. So I edited the deck to just include these actions and give a more focused, step-by-step picture of our next move.
And that changed the way they perceived our potential; they were not just investing in a big idea but in a strategy they could see coming into reality. It’s one thing to say grow, but if I gave specificity about what growth was at each stage, it told them we’d actually laid out our plan and weren’t making ethereal assumptions.
Thomas Franklin, CEO, Swapped
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Simplify Complex Ideas for Clarity
Revising a pitch deck based on feedback from angel investors can be a transformative experience. One significant lesson learned is the importance of clarity in communicating your vision. Investors appreciate straightforward narratives that articulate your business’s purpose and potential. When feedback highlighted areas of confusion, it became clear that simplifying complex ideas and focusing on core messages was essential.
Another crucial insight is the value of tailoring the pitch to the audience. Investors often have different interests and priorities, so adjusting the pitch to align with their specific goals can enhance engagement. This approach not only makes the presentation more relevant but also demonstrates an understanding of the investors’ perspectives.
Feedback also underscored the need to emphasize the problem your business solves. Investors want to see a clear connection between the market need and your solution. Reinforcing this connection can make your pitch more compelling and show that you are not just selling a product but addressing a real challenge in the market.
Overall, these lessons highlight that feedback is an invaluable tool for refining your pitch. Listening to investors and making adjustments based on their input can lead to a more effective presentation that resonates with potential backers.
Ramzy Humsi, Founder & CEO, Vortex Ranker
Craft a Compelling Exit Strategy
Crafting a compelling exit strategy is crucial in attracting and assuring angel investors. Investors want to know not only about the innovations you bring but also when and how they’ll see returns. A well-defined exit strategy highlights possible acquisition targets, merger opportunities, or IPO prospects. Think of it like a roadmap showing where the business is heading, which reassures investors that you’ve considered their future interests.
Use the “3 Ps” framework: Potential Buyers, Profitability Pathway, and Planned Timeframe. Identify companies that might benefit from acquiring your business; these are your potential buyers. Clearly outline how the business will grow to become attractive to these potential acquirers. Provide a logical timeline for when you expect the business to be ready for an exit. Incorporating the “3 Ps” not only demonstrates strategic thinking but also increases investor confidence, mitigating their risk and showing that you’re in it for the long haul.
Jean Chen, COO & Co-Founder, Mondressy
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Bridge the Knowledge Gap Effectively
One major lesson from revising the pitch deck based on angel investor feedback was discovering how to bridge the knowledge gap in a way that’s both engaging and persuasive. When we initially pitched our company, we’d dive straight into explaining the user-generated content (UGC) model and why it’s the future. But with UGC being relatively unknown to many investors, it was clear that this approach didn’t capture attention or convey the opportunity we saw in this space.
The feedback really helped us see the importance of “show, don’t tell.” So we made the opening more dynamic and visually rich, leaning into short-form content since, as a UGC-focused startup, we know this medium well. Instead of a standard explanation, we introduced UGC with a short-form style overview—quick, visual, and engaging. This approach immediately put us in our element, and the more entertaining tone made it easier for investors to grasp the UGC concept and, crucially, see its potential.
By the time we’d implemented this, the tone of our presentations had shifted noticeably. Instead of getting stuck in a “this is what UGC is” loop, we found investors asking more relevant questions, indicating they “got it” and were curious about next steps. This change led to more follow-ups and productive discussions, which felt like a win-win. In essence, we learned that if you’re pioneering in a niche, it’s crucial to introduce it in a way that feels accessible and captivating—especially if it means meeting investors on familiar ground while showcasing your expertise.
Yannick Habraken, Founder / CMO, Hyred
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Showcase Leadership Team’s Experience
Most pitch decks are very comprehensive around the products/value proposition, technologies, market opportunity, revenue model/profitability, operations & scalability, capital planning, etc. However, angel investors, in particular, have often already evaluated most of that and wouldn’t even be speaking to you without the above.
Instead, what they are often most interested in is YOU and the leadership team! Be sure to demonstrate your team’s well-rounded experience and skills and, more importantly, your purpose/passion (your “why”), values, attitudes, and work ethic. Angel investors are investing in YOU and the leadership team way more than the products/services and technologies.
Joe Palmer, Managing Partner, Prosperity Partners Consulting, Inc.
Clarity Sells, Simplify Your Pitch
One key lesson from revising my pitch deck after feedback from angel investors is that clarity sells. I packed it with data, thinking it would show my preparedness. Instead, investors wanted simplicity—clear, impactful insights without the clutter.
One investor put it bluntly: “We don’t need to see everything you know; we need to see that what you know matters.”
So, I trimmed down the slides, focusing only on the story that highlighted our unique edge, the market’s real pain points, and our scalable solution. I learned to present numbers in a way that feels intuitive, telling a narrative instead of listing stats.
The difference was immediate. Investors leaned in, engaged, asking better questions. The pitch became a conversation, not a lecture, and, ultimately, it resonated because it was precise and memorable.
John Beaver, Founder, Desky
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Emphasize Unit-Economics
A valuable lesson I learned from revising my pitch deck after angel investors’ feedback was the importance of emphasizing unit-economics. Investors need to understand the financial sustainability of the business, so I made sure to include essential metrics like customer acquisition cost (CAC) and lifetime value (LTV). These figures helped clarify how we could grow profitably and showed that the business model is scalable and sustainable in the long term.
Including these metrics gave the deck more credibility, making the investment opportunity more compelling. It also allowed investors to see a clear path to profitability, increasing their confidence in the business.
Stephen Boatman, Principal, Flat Fee Financial
Show Blue-Sky Thinking
When I was raising a pre-seed round, the recurring question from angels and VCs was about the sustainability of the business and how customers will become recurring considering the nature of the business, a.k.a. AI headshots, which is a 12-month recurring need rather than something a user needs every week.
And while I’ve had data to showcase that 27% of our customers were returning every month to generate personal branding content for their social media, I understood that this in itself was not a big enough challenge I was solving and that my thinking needed to go much bigger.
I revised my pitch deck to show blue-sky thinking—to show investors that this product could grow into a billion-dollar idea. I drafted up a roadmap that included an AI marketing product roadmap that I quickly validated by getting early signups from a few enterprise clients that were already using us for their team AI headshots.
This revision helped me get attention from heavyweight VCs, which I ultimately declined.
Adriana Lica, CoFounder, Try it on AI
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