• Ian Baker


Buyers and Investors say that nearly THREE QUARTERS of the presentations they receive are "rubbish"!

Over the last few years, I have worked with a number of businesses who are looking for investment or more sales.

The traditional method is to create a presentation that explains what the product does and how it will make a difference to the buyer and the consumer. I certainly don’t believe that this strategy should change, but I have researched with multiple investors and buyers about what makes a good and engaging presentation. Both investors and buyers receive thousands of presentations and introductory emails each year and the anecdotal data from them is that over ¾ of these are, in their words “rubbish”.

Now there can be several factors that make them a poor reflection of the sender, but what a bad presentation does do, in 100% of the cases, is create a negative first impression.

When you network or socialise and meet someone for the first time face to face, we strive to be the best version of ourselves and create a good first impression. Why would we not ensure we do this with our presentations and our correspondence?

Many of the presentations (or decks) are not poor because of spelling or grammar or misuse of fonts (although that can trigger a lot of people), but primarily the structure, the content and the tone of the deck.

Within healthcare, Medtech and Biotech companies, the primary issues we see are the presentations tend to delve too heavily into the detail and the history with lots of science speak and reflect less on the outcomes or financial benefits.

The converse is that some presentations cover how much money everyone will make and then fails to cover the benefits to society. We must therefore, when communicating create a balance that engages, informs and clearly demonstrates the benefits the product or service will deliver.

My TOP 5 tips for building engaging pitch decks for buyers and investors:

  1. Be culturally aware when presenting/ writing to buyers or investors. How business is done, and how decisions are made varies massively around the world – one size would not fit all.

  2. Remember that most of the people who read your deck for the first time are not necessarily experts in your field. So be clear to explain the problem you are trying to solve and the benefits of your product or service.

  3. Have a sound financial business plan or commercial strategy that is realistic. If you are forecasting huge sales and profits, or promising global TV adverts to promote your brand – the buyers/investors will take you to task if not delivered.

  4. Don’t forget the team. This is more important when dealing with investors, but the quality and experience of the team that is driving the business is critical to the investors when measure the chances of success.

  5. Be risk focused (most important for investor decks). Remember that you are driving your business with someone else’s capital and when presenting be clear and honest about the risks to their investment.

The final important piece of advice is that buyers and investors know what they want. So, if you have the product or service they want, but its between you and a competitor – the one that delivers the right first impression will almost always win the race.If you want more information and detail on how to write and present effective decks, then I would love to hear from you link.

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