The twelve-slide pitch deck.

Twelve slides. What goes on each, and why.

Written by people who have sat on both sides of the table. Slide by slide: what to put on it, what investors actually read, and the number that makes the slide credible. Plus the version HMRC reads when you apply for SEIS/EIS advance assurance, and the seven slides that lose people.

• The one line that has to work on slide one
• Traction: the slide the deck exists to deliver
• Bottom-up market sizing that investors believe
• The ask as a milestone, not a runway
• The SEIS/EIS version: risk to capital, use of funds, potential investors