Module 4: Purpose

Learning objectives: how to develop an inspirational purpose and core identity.

You want your pitch deck to standout from the crowd and to make investors care about what you have to say. Sharing your purpose is the best way of achieving both. But finding and articulating the right purpose can be difficult, especially if there are competing ideas within your business. This module shows you how to create a brilliant core identity, by aligning your vision, point of view and purpose to a single organising idea, that you want to own and become famous for.

Back to course overview
Two people looking down at the phrase passion led us here, written on the pavement

Written and audio guide: 14 mins

Summary video


How to approach it

Slide template

Investor insights, covering common mistakes and tips and tricks

More resources


1 Tool exercise

Develop and iterate a compelling purpose and core identity (~60 mins)







Screenshot of the purpose finder

U2R Purpose Finder

Successful start-ups are both visionary and purpose driven. They have a clear idea about what is wrong with the world and how they are going to shape it. The U2R Purpose Finder uses a magic triangle to identify your core identity (vision, purpose and point of view). This get your deck off to a great start, help you create a strong brand narrative and accelerate your growth.

The Start-Up Pitch Deck Course

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  • 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 

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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

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'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