Some capture attention and excite interest. Others fade from memory quicker than you can say ‘pre-seed.’ I’m talking about pitch decks. Every day, startups blow their shot at investor meetings and ideas go ignored because founders fail to nail their deck.

As an investor backing early-stage startups, I’ve seen the highs and lows of startup pitching. If you’re trying to secure angel, pre-seed, or seed funding, here are the three things you need to remember when creating your deck.

1. Looks matter

You can’t separate business from brand and looks do matter for your pitch deck.

Investors want to see polished slides that establish your professionalism and demonstrate your care. I always advise startups to think about their deck design in the way they would think about their outfit for an interview or business meeting. They should recognize the role it plays in shaping someone’s impression of you and give it both proper time and thought.

However, that’s not to say you should rush out to hire an external design agency or download a flashy template online. It’s important that the look of your deck authentically represents your startup and your own tone of voice and style.

A strong deck design will also match the overall feel of the sector you work within — you wouldn’t design a deck for a children’s clothing company in the same way you would for a deep-tech startup. Make sure it represents the brand and culture you’re telling us you can build.

2. Tell me a story

One of the most powerful ways of capturing an investor’s attention is by telling us a story. Emotion sells and a compelling story will stick in the mind longer than reams of dry text.

What was the eureka moment that caused you to start your own business? Will your product solve a problem that’s recently been highlighted in the news? Is there something in your personal history that led you to work in this area?

Investors are analytical but we need to emotionally connect in some way with your pitch.

It’s important that your deck is also short and to the point. Overloading a deck is one of the quickest ways to make an investor switch off and implies a lack of confidence in the arguments you’re making.

Keep your copy clear and sharp and remember that the goal is for an investor to remember at least one thing from each of your slides.

If you don’t know whether you’ve achieved that, share your deck with friends and ask them to tell you what they remember after reading it. If it isn’t much, or they focus on the wrong things, you still have work to do.

3. Customization is key

Customization is crucial when it comes to writing and sending out pitch decks. It’s tailoring the content to each potential investor that will make your deck stand out from the crowd.

However, customization is more than just changing a few names on your intro slide. Not only should your deck address your investor directly, but it should also acknowledge and engage with their interests and ethos.

Are you an environmental startup and does the investor have a history of tech for good investments? Include that in your deck. Does a VC firm have a mission statement that reflects your own? Comment on that. Are you addressing the fitness sector and your investor is a keen marathon runner? You’d be foolish not to mention it.

Pitching is like dating — it’s about trying to establish a relationship. And, just like dating, trying to use the same opening line with different people won’t get you very far. Investors want to see that you’re specifically interested in their fund and that, together, you can create a winning partnership.

Customizing each pitch deck takes time but its impact cannot be underestimated. It’s the connections and parallels you draw that will stick in an investor’s mind and show that you’re sharp, dedicated, and willing to go the extra mile — all qualities investors look for when it comes to writing a cheque.

Pitch deck red flags

As well as tailoring your deck, making it look good and telling a story, there are a few glaring errors you must avoid at all costs. It seems incredibly obvious but the number of decks I’ve seen with percentages that don’t add up, calculations that are wrong, and where typos abound is beyond belief.

It’s an instant, permanent turn-off: if a startup can’t handle the basics, no investor will trust them to handle their money.

I’ve also seen many companies try and mislead investors and this duplicity leaves a sour taste. We do check pitch decks and if you include customers that don’t exist or team members that have already left, then we will find out.

The same goes for investors who haven’t agreed to back you or apparent ‘advisors’ who don’t know anything about your business. Investors will sniff this stuff out.

A no can lead to a yes

Securing investment is difficult but it is possible, and a strong pitch deck is central to achieving it. Investors aren’t your enemy — we’re looking to support fantastic, new companies and brave, innovative founders.

A great pitch deck is in both of our interests, so make sure you pay attention to what works and show us what we want to see.

Lastly, even if your pitch isn’t right for that particular investor, if it’s good quality and avoids red flags, they are much more likely to pass it on to their network.

VCs swim in a small pool and regularly swap tips and forward contacts; make a good impression and it could lead to a game-changing introduction.

9 tips to help you negotiate the salary you want

If you’re starting a new job or looking to grow in your current role, negotiating a salary rise can be extremely awkward and daunting — but it doesn’t have to be.

Even if you were once happy with your current salary, the time will come again when the value of the work you do isn’t reflected in the compensation you receive.

When this time comes, it’s important to be prepared and strategize your next move. You need to build an objective, evidence-based case that supports your desired package and start thinking about what the negotiation process may look like.

Here are a few tips to help you negotiate a pay rise and help boost your career :

Figure out what you’re doing

Do your research. It’s often unwise to compare yourself to others, but in this instance it’s totally justified. Look at the market and try and get a sense of what someone in your position and with similar experience would be paid by a company in the same location as you.

Be realistic and understand your leverage: your negotiating power will heavily depend on your current employment situation. If you’re negotiating a package for a new role, ask whether you can negotiate the offer as it may not be negotiable to begin with.

Build a case to support your negotiations

As I said, you’ll need to build a case and you’ll need to be objective. Negotiating a salary isn’t necessarily about getting the pay you want, but ultimately proving to your employer that you are worth the investment.

Think about your roles and responsibilities and have a clear idea of what’s included in your job description and what duties transcend this. Jot down specific examples of how you’ve added value to your team and organization.

Think about what you want

Think about what you want and what your priorities are: are you financially motivated or are you looking for a role that offers more flexibility or remote working?

Remember you don’t have to limit negotiations to just pay, you can also look to improve tuition, training stipends, paid leave, holiday time, pensions, and maybe even moving expenses.

Practise, practise, and practise some more

Practise really does make perfect. Whatever you do, don’t start negotiations without having rehearsed your pitch.

Find someone you trust to listen to your proposal until you feel at ease and hone your delivery. Ask that person to put you on the spot so that you can get a sense of how a real-life scenario might develop.

Be conscious of timing

Choose your moment. Timing really is of the essence so think about when it’d be acceptable to bring up salary negotiations.

If your employer is currently undergoing restructuring or financial hardship, attempting to negotiate a raise will appear tone deaf and it’s likely you won’t be taken seriously.

Be prepared for push back

You may not get a ‘yes’ straight away so be prepared to get some pushback. You need to be prepared to answer questions such as why you think you deserve the salary you’re asking for.

Try and remove your feelings and emotions from the negotiation process — remember it’s not personal. Stay focused, calm, and collected and don’t bow under pressure. Be gracious.

Have a range in mind

Think about a minimum and a maximum figure. You’ll need to be firm, but also flexible. Be prepared to offer a salary range, and not a specific figure. You won’t get what you want if you refuse to give any ground or if you agree to a minimal increase.

Negotiating a salary isn’t a linear process and you need to allow for some back-and-forth.

Never accept the first offer

Whatever you do, don’t accept the first offer. Take your time to evaluate the proposal and ask any necessary follow up questions before you deliberate. If you need time to think about the offer, specify a deadline and then come back with a counteroffer.

Get confirmation in writing

And finally, whatever you do, get it in writing . Once you secure an offer you’re happy with, ensure you get it in writing to avoid any problems. Make sure you are clear about the terms, what’s expected of you, and how your performance will be measured going forwards.

Also, just because you’ve managed to negotiate conditions you’re happy with, be prepared to continue doing so as your role changes and evolves. If you become complacent about pay, so will your employer.

Now put these tips to good use and go get that raise!

Forget ‘networking’ — just connect with people you find interesting

Did you know Growth Quarters is taking the stage this fall? Together with an amazing line-up of experts, we will share key insights into entrepreneurship during TNW Conference 2021. Secure your ticket now!

The idea of networking makes me cringe. Here’s the thing, though: I actually love connecting with people, and that enthusiasm works out for me professionally. I was referred to my job at Zapier because of a friend I made on Twitter, and the job before this was the same way. That’s networking.

Now, I didn’t reach out because I wanted a job. I reached out because I thought the people in question were interesting and doing admirable work. I wanted to talk with them…so I did. Connecting with people on those terms doesn’t feel cringey to me because it isn’t. It’s human.

People are more important than your career, but that doesn’t mean your career doesn’t matter. So if you struggle with networking, don’t make connections — make friends. Actual, human friends.

How to connect with people online without being a creep

I’m a writer. My background is in technology journalism, mostly on the service journalism side, and Twitter is the main place I connect with other writers. I follow writers I admire, occasionally respond to their messages, and become close with them over time. We help each other find work. If someone’s in town, we’ll hang out. It’s nice.

Connecting with people improves your life, but it’s hard, especially online. If you don’t know how to start, you might think that you’re being a huge creep. You’re not. I’ve written about how to small talk while working remotely , and the general principles are the same on just about any social network. Here are a few tips:

Compliment people’s work. Very few people take the time to reach out when they like one of my articles, and the people who do make my day. I bet it’s the same in most industries. If you admire what someone does, tell them. It’s not weird — it’s the best. Just don’t be transactional about it.

Don’t compliment people’s appearance. In the immortal words of the best account on Twitter : THIS