The Teaser Deck: A Guide for Startups

Aug 01, 2023

Every startup founder knows the power of a compelling pitch deck when it comes to securing investor buy-in. However, what often gets overlooked is the need to create multiple versions of the pitch deck, each tailored for different investors and situations. One key variant is the brief pitch deck. Typically, it’s made of 5-7 slides set as a deck, or condensed into a one-pager.

Before an investor agrees to meet you, they will want to have some information that will help them decide whether or not they should spend more time exploring the possibility of investing in your startup. You can't expect investors to meet you without knowing anything about you. You need to send them something, and that something is the teaser deck. 

Most founders know that, and then go and make the opposite mistake. They give investors too much information, asking for nothing in return. Often, founders opt to provide a potential investor with everything they have - a full deck, whitepaper, financial plans, etc. Giving away all your information is a mistake. First, it makes you look too eager and needy. Secondly, it kills the element of curiosity, which is an important emotional driver for investors. Letting them feel they know all there is to know is a sure way of curbing their enthusiasm. The teaser deck should provide enough information to make an investor excited about the opportunity to meet you and learn more about you.

When to Use a Teaser Deck

This slimmed-down version of the pitch deck is primarily used to spark interest in potential investors and get them to schedule a meeting. You're likely to use it when an investor has expressed some interest and you're following up with them through email or LinkedIn. Or it could be a tool for others who want to introduce your startup to potential investors. It's a brief, non-confidential introduction to what your startup is all about. You should feel comfortable sharing it pretty freely, and you might even allow it to circulate a bit.

To share your deck efficiently via a link, track who's opening it, and control who can access it, use a platform like Docsend or Brieflink (which is free).

The Essential Elements of a Teaser Deck 

So, what goes into this brief deck? You want to highlight the main points, or strengths, that make your startup compelling. These include the founders’ experience, the market opportunity, your startup's traction, your competitive advantages or moats, and any notable existing investors on board, and the amount you’ve raised so far. Most importantly, convey why now is the right time to do what you are doing. 

The First Slide

Don't waste the first slide by reserving it to your name and logo, or to some stock image. Instead, lead with a clear sentence that articulates the essence of your pitch: Why should someone invest in your company now. 

The Last Slide Should Lead to Meeting You 

The last slide of your brief deck should not simply be a 'thank you'. It should instead serve as a succinct recap of the main proposition and value that you offer, in line with the five strengths mentioned earlier. End it with a call to action, like a meeting invitation. Consider including a Calendly link, and your email and phone contact information as well. Ideally, it should have a nice button with the words “Let’s meet” or "Learn more" which links to your Calendly or similar scheduling link. 

What Not to Include in the Teaser Deck

The teaser deck should not include any information that might be confidential, or possibly help your competitors. It is probably a good idea to avoid providing all the information about the current round and valuation. Investors should earn access to that information by at least investing the time to meet you. 

Also, leave out anything that requires looking closely at numbers, tables, and other details. Anything that will not come across clearly without you explaining it should also stay outside of the teaser deck. The teaser deck is just a teaser, the investor will likely spend only a couple of minutes looking at it (or less!) and the information in it should be just enough to get them wanting to go deeper and get the fuller picture - by meeting you. 

A Note About Teaser Decks for VCs 

Just a heads-up: some VCs may prefer to receive the full deck upfront to review or pass on to their analysts. In such cases, consider having an adapted version of your brief deck. However, whenever possible, stick to sharing the teaser deck first. 

Label it “The Teaser Deck” 

Be clear about what you are sending. When you send your teaser deck, label it as such, or as an 'abbreviated deck', or anything similar. This communicates that this is just an introduction, with more detailed information to follow. The idea is to keep the investor curious and provide them with a compelling reason to schedule a meeting to learn more.

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