Pitch Deck Checklist for Angel Investors
The 12-slide structure that UK angel investors expect. Each slide includes what to include, timing, and tips from real angel feedback.
Key principles
Title Slide
Must include
- ✓Company name and one-line description
- ✓Your name and title
- ✓Contact email
Tip: No corporate stock photos. A clean logo on a tinted background beats a cluttered cover slide every time.
Problem
Must include
- ✓Clear articulation of the pain point
- ✓Who experiences it (be specific)
- ✓How big the problem is (frequency, cost)
Tip: Angels invest in problems they understand. If your problem needs 3 paragraphs to explain, it's too niche for most angels.
Solution
Must include
- ✓What you've built (in plain English)
- ✓How it solves the problem
- ✓Screenshot or demo if possible
Tip: Show, don't tell. A product screenshot is worth more than a paragraph of features. If you have a working product, this is your strongest slide.
Traction
Must include
- ✓Key metrics (revenue, users, growth rate)
- ✓Timeline showing momentum
- ✓Social proof (logos, testimonials, press)
Tip: This is the most important slide. Lead with your best number. '£8K MRR growing 30% month-on-month' beats 'We have lots of interested users.'
Market
Must include
- ✓TAM/SAM/SOM with sources
- ✓Market trends supporting your thesis
- ✓Why now?
Tip: Angels don't invest in £100B TAM slides — they invest in 'we can capture X% of a £Y market because Z.' Be specific about your achievable market.
Business Model
Must include
- ✓How you make money
- ✓Pricing structure
- ✓Unit economics (CAC, LTV, margins)
Tip: If you don't have revenue yet, show your planned model and comparable companies. Angels want to see you've thought about monetisation.
Competition
Must include
- ✓Competitive landscape (honest)
- ✓Your differentiation
- ✓Defensibility / moat
Tip: 'No competitors' is a red flag. Show you understand the landscape and explain why your approach wins. A 2x2 matrix works well here.
Team
Must include
- ✓Founders with relevant experience
- ✓Key hires made or planned
- ✓Advisors (if notable)
Tip: Angels back teams, not ideas. Highlight domain expertise and previous startup experience. If you're a solo founder, address how you'll build the team.
Go-To-Market
Must include
- ✓Customer acquisition strategy
- ✓First 100 customers plan
- ✓Distribution channels
Tip: Be specific: 'We'll post on LinkedIn' isn't a GTM strategy. 'We've identified 500 target companies and have an outbound sequence that converts at 3%' is.
Financials
Must include
- ✓18-month projection
- ✓Key assumptions
- ✓Path to break-even
Tip: Keep it high-level. Angels don't believe your Year 3 projections, but they want to see you can model your business rationally.
The Ask
Must include
- ✓Amount raising
- ✓SEIS/EIS status
- ✓Use of funds (hiring, product, marketing)
- ✓Milestones the funding will achieve
Tip: For SEIS rounds, always highlight the tax relief. '£150K SEIS round — investors get 50% income tax relief, CGT exemption, and loss relief.' This is your competitive advantage over non-qualifying companies.
Closing
Must include
- ✓Thank you + contact details
- ✓One memorable takeaway
- ✓Clear next step
Tip: End with energy. Restate your strongest metric and the opportunity. Make it easy for them to say 'Send me more info.'
SEIS/EIS: your secret weapon
If your company qualifies for SEIS (most early-stage UK startups do), always include this on your Ask slide:
- 50% income tax relief — investors get half their investment back as tax relief
- CGT exemption — no capital gains tax on profits from SEIS shares
- Loss relief — if the company fails, investors can offset losses against income tax
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