Module 2: Pitch Deck Strategy

Learning objectives: create your investment thesis, find the essence of your pitch, and understand your chances of success. 

Pitch deck strategy is the difference between a great deck and a poor one. Investors are looking for great investment opportunities, which means you need to build a case for investing in your business. This is your investment thesis, which drives everything else in your deck. This needs to be better than everI other one investors are considering. To help you get yours just right, it helps to know what are the best and worse things about your business, so you can amplify and/or mitigate them as you write your deck. Also consider how well placed you are to win the five major battles ahead of you. This insight will help you understand your approximate chances of success, and present your start-up in the best light to investors. 

Back to course overview
Pitcure of a rainbow kit flying against a blue sky

Written and audio guide: 13 mins

Summary video


How to approach it

Investor insights, covering common mistakes and tips and tricks

More resources


3 Tool exercises

Build your investment thesis (~60 mins)

Find the essence of your pitch (~15 mins)

Calculate your chances of success (~10 mins)




Screenshot of investment pitcher

U2R Investment Pitcher

Before you dive into the detail of your pitch deck, it helps to distil the essence of your pitch. What will ultimately swing it or lose it? The U2R Investment Pitcher helps you identify these and explains how to use the output.

U2R Investment Thesis Generator

Your deck needs to present a compelling case for investment. The U2R Investment Thesis Generator helps you build this by answering seven big questions beforing guiding you to support and assess risk, so you don't lose investors as they go through your deck. 

Screenshot of investment thesis generator
Screenshot of success probability calculator

U2R Success Probability Calculator

Early stage start-ups are risky enterprises. It helps to be able to quantify this, based on how likely you are to succeed in the major battles you face. The U2R Success Probably Calculator does this and gives you both an idea of whether it is likely to be within an acceptable risk range and prompts you to improve your chances with a mitigation plan.

The Start-Up Pitch Deck Course

£399 / $499 / €449

Lifetime access to all content and community

  • Insider tradecraft from top investors
  • 18 comprehensive modules packed with insight
  • 32 original tools to solve common issues 
  • Flexible content to suit your timings
  • A free deck review when you are finished
  • A bonus free 30 minute advisory call
  • Access to 1:1 support 

Master fundraising fundamentals

Get instant access to everything you need to perfect your pitch deck and boost your fundraising chances. If you need us, we're here to review, solve any problems and hear your practice pitch.

Climate VC logo

'Working with Marcus and Nick has been a magical experience. They've helped me crack my own pitch deck and messaging. They've done the same for startups we invested in. They can do it for you as well.' 

Peet Denny, Founding Partner - Climate VC

Angel Investing School logo

As an angel investor you have the ability to influence and make a real difference with the value you can add. Marcus does this through his startup investments and Nick has added so much value along my journey including through the Thunderdome where I perfected my pitch deck and purpose statement. Big thank you to the U2R team!'

Andy Ayim, MBE and founder of Angel Investing School

Seven logo

'The team at U2R are the real deal. They have been there and done it. For me that is the type of person I trust to give advice/ guidance, not self appointed experts.'

Scott Wylie, serial founder and CEO of Seven