The end of 2022 and 2023 have been a nightmare for founders trying to get any investor engagement. Aside from a few hot sectors like generative AI, most startups are in an "engagement drought."

Global funding fell 53% year-over-year in Q1, with Crunchbase showing declines at every fundraising stage. Despite this, pitch deck volume jumped 30%, making it harder to grab investor attention. It’s tough out there.

So, what's the plan for startups seeking funding in 2024? Your pitch deck needs to be top-notch. We’ll show you how to do just that. Drawing from our global experience helping early startups and unicorns raise funds, we've compiled a list of effective practices to capture investor interest. These tips break the old rules and work especially well in today’s challenging climate.

⛵️ Dump the traditional problem-solution narrative

The problem-solution slide has been the go-to for ages. It starts with a problem backed by stats and ends with your business's solution. But this formula is overused and makes investors numb. They see it, yawn, and move on in 30 seconds.

What’s the alternative?

Your pitch deck must grab attention right away. Forget blending in; you need to be bold and ambitious. Start with a powerful mission statement. State your ultimate goal first, then explain how you’ll achieve it.

Another tactic? Highlight the pain's severity and the market’s huge potential. Begin with the most compelling incentive to hook investors and keep them interested.

⛲️ Make your story super tight

Investor attention is scarce, so get to the point fast. With teaser pitch decks, less is more. The goal isn't to drown investors in details—it’s to get them to contact you.

Too many companies waste three or four slides on product features. No investor will slog through that. Instead, highlight key features that define your product's value on one or two slides or provide a demo link.

Focus on what matters to investors—your market, traction, and timing. Give essential numbers and context without getting bogged down.

Think of it like speed dating: you have five minutes to stand out and make a connection. Be intriguing enough to spark curiosity and motivate further contact. The same goes for investors. Highlight the best parts of your idea and save the details for the call. Go through your deck and cut out any fluff until it’s sharp and light. Most decks we see can—and should—be trimmed by at least 25-30%.

⛩ Forget standard headings

Don’t use traditional templates with headings like Problem, Solution, or Team. They are outdated. In today’s market, doing what everyone else does won’t cut it.

Your slide titles have to tell a story. Each headline should wrap a standalone message, selling a unique idea. Investors should be able to open your pitch at any point, read the headline, grasp the core concept, and be intrigued.

Don't just toss together random slides. Connect them logically, ensuring they build into your core business narrative. Make every slide count.

🐢 Bring your traction forward

Many early startups bury their traction at the end of the pitch. Big mistake. In 2022, VCs spent 40% more time on traction than in 2021. This section can make or break your fundraising success.

Whether you're a new or mature startup, traction is crucial. If you have any significant strides—put them upfront. Highlight strong retention indicators, rapid growth, or glowing customer reviews immediately.

No traction yet? Get creative. Gather testimonials from 10-20 early users to show you've validated your idea. Showcase early partnerships, a growing social media following, or patent applications. Prove that things are happening, no matter how early you are.

🦥 Evoke a sense of FOMO

Answering “Why now?” is crucial. It creates urgency and stimulates investment. In today's climate, with investors hesitant and checks for post-seed companies down, convincing them to invest now is more important than ever.

Explain why now is the best time to cement your company as a category leader. Highlight emerging trends and how your company aligns with them. Emphasize the severity and ubiquity of the problem and how the competition hasn't caught up.

A strong “Why now?” slide can even boost traditional sectors. For example, we helped a client with a sales automation tool in an oversaturated market. We repositioned it as the first generative AI-powered copilot for sales teams, a proposition only recently feasible. This AI-centric narrative helped secure $4 million in funding in just a few weeks.

🧶 Weave ESG factors into your narrative

Incorporating ESG (Environmental, Social, and Governance) factors can immediately boost your appeal to certain funds. Many funds are mandated to invest in ESG companies, so if your business has a significant social or environmental impact, highlight it in your pitch.

Don’t use a separate slide—it often ends up vague. Instead, weave ESG into your overall story with powerful statements like “We’re on a mission to do XYZ” or “We want to help X million people achieve X.”

This subtle integration can position your company towards ESG-focused funds and make you more attractive to investors.

🎈 Show you fit the market

Investors want to see that you and the market are a match. Depending on your stage, there are many ways to demonstrate this fit.

If you’re pre-revenue, focus on showing founder-market fit. Prove that you and your team are the right people to make this venture a success. Know your customer persona and their pain points inside and out. Show you know how to sell to them.

Highlight your previous achievements and relevant experience in the vertical. Maybe you were a customer who felt the problem firsthand and found the best solution. Or you were part of a successful venture in the same space before.

The key is to demonstrate deep industry expertise and build trust in you and your team.