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The 12-slide pitch deck checklist.

Go slide by slide, tick what your deck already covers, add notes, and export a deck outline you can turn into slides.

Your startup

  1. 1ProblemMake the investor feel a specific, expensive pain for a specific customer.0/4
    What investors look for

    India-specific tips

    • Say whether the pain is in metros, Tier-2/3 towns or Bharat; investors price these markets differently.
    • If the problem exists because of a regulation or a payment habit (cash, UPI, COD), say so plainly.

    Common mistakes

    • Opening with a market-size number instead of a human problem
    • Describing your solution on the problem slide
  2. 2SolutionShow how you remove the pain, in one sentence and one picture.0/4
    What investors look for

    India-specific tips

    • Show the vernacular, low-bandwidth or WhatsApp-first parts if your users need them.
    • If you replace an offline middleman, show what happens to them.

    Common mistakes

    • Listing features instead of outcomes
    • Jargon such as "AI-powered platform" with no concrete result
  3. 3Why nowExplain what changed that makes this possible or urgent today.0/3
    What investors look for

    India-specific tips

    • India Stack rails (UPI, Aadhaar eKYC, Account Aggregator, ONDC, DigiLocker) are credible "why now" reasons; cite the one you use.
    • Policy changes (GST, DPDP Act, PLI schemes) can be tailwinds; quote the notification.

    Common mistakes

    • Saying "the market is growing" without the cause
    • Trends that are five years old
  4. 4Market (TAM / SAM / SOM)Show the prize is big enough for a venture outcome and that you sized it honestly.0/4
    What investors look for

    India-specific tips

    • Use paying-capacity numbers: count businesses or households that can afford your price, not population.
    • Show the INR figure and a USD figure; many funds report in USD.

    Common mistakes

    • Top-down "1% of a ₹10 lakh crore market"
    • Mixing global TAM with an India-only product
  5. 5ProductProve the product exists and is loved.0/4
    What investors look for

    India-specific tips

    • Mention languages, offline support or low-end Android performance if relevant to your users.
    • If you handle personal data, note DPDP Act readiness in one line.

    Common mistakes

    • Ten screenshots with no story
    • A roadmap longer than what is built
  6. 6TractionShow momentum with the one metric that matters for your model.0/4
    What investors look for

    India-specific tips

    • Separate GMV from net revenue; Indian investors check this first for marketplaces.
    • Show collections, not just invoices, if customers pay on credit terms.

    Common mistakes

    • Cumulative charts that hide flat months
    • Vanity metrics: downloads, registered users, page views
  7. 7Business modelExplain how you make money and why margins improve with scale.0/4
    What investors look for

    India-specific tips

    • State whether prices include GST and who bears payment gateway fees.
    • If you rely on discounts or cash-back, show the unit economics without them.

    Common mistakes

    • "We will monetise later" with no test
    • Freemium with no conversion data
  8. 8CompetitionShow you understand the alternatives and why you win.0/4
    What investors look for

    India-specific tips

    • Include the unorganised or offline alternative; it is often the real competitor.
    • If a global player could enter India, say why your local advantage holds.

    Common mistakes

    • "We have no competition"
    • A 2×2 where you are alone in the top-right corner
  9. 9Go-to-marketShow a repeatable way to acquire customers profitably.0/4
    What investors look for

    India-specific tips

    • For SMB sales, explain field sales vs inside sales vs partners (CAs, distributors).
    • For consumers, separate organic, performance and WhatsApp/community channels.

    Common mistakes

    • Listing every channel imaginable
    • Assuming virality without data
  10. 10TeamConvince the investor this team is uniquely able to win.0/4
    What investors look for

    India-specific tips

    • Mention co-founder vesting and that IP is assigned to the company; Indian diligence checks both.
    • Highlight domain experience over college brand names.

    Common mistakes

    • Long CVs and logos with no relevance
    • Part-time founders not disclosed
  11. 11FinancialsShow you understand your numbers and what this round buys.0/4
    What investors look for

    India-specific tips

    • Present in INR with lakh/crore; add USD if raising from global funds.
    • Show statutory costs (GST, TDS, PF/ESI) in the plan; they surprise first-time founders.

    Common mistakes

    • Hockey stick with no assumptions
    • Ignoring burn and runway
  12. 12The ask and use of fundsState how much you are raising, on what instrument, and what it achieves.0/4
    What investors look for

    India-specific tips

    • Foreign investors usually need CCPS or compulsorily convertible instruments under FEMA; check before you promise an instrument.
    • Mention whether you are DPIIT-recognised (relevant to tax and some schemes).

    Common mistakes

    • No amount, or a range so wide it signals uncertainty
    • Use of funds that does not add up to the ask

Common questions

How many slides should a pitch deck have?

Around 10 to 15. The 12 slides here cover what most seed and Series A investors expect. Keep detail for an appendix or the data room.

Should I send the deck before the meeting?

Many investors ask for a short "send-ahead" deck. Keep it self-explanatory, then use a lighter presenting version in the meeting.

How do I calculate TAM, SAM and SOM?

Work bottom-up: count the customers who can buy, multiply by what they would pay a year (TAM), narrow to those your product and channels can serve (SAM), then estimate the share you can win in 3 to 5 years (SOM).

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