Hosted by Women in Tech & Entrepreneurship

When it comes to raising capital, your pitch deck is your first impression, your strategy document, and your invitation to a relationship with investors. In this high-impact virtual workshop, Amy Crosby, an experienced angel investor, SCORE mentor, and former Silicon Valley executive, walked founders through the slides that actually get funded — sharing insider tips, common red flags, and real examples from successful pitch decks.

📺 Prefer to watch instead?

🎥 Watch the full workshop here: An Angel Investor's Guide to Perfecting Your Pitch Deck with Amy Crosby

The Investor Mindset: What Angels Actually Want to See

Most founders know the format of a pitch deck — problem, solution, market size, team, ask — but few understand the why behind each slide. Amy opened with a fundamental truth:

“This is a job interview. I’m not just betting on your idea — I’m betting on you.”

She outlined what investors are really asking when reviewing your deck:

• Is this a real, painful problem?
• Does this solution have a clear, defensible edge?
• Is there a big enough market to generate a 10x return?
• Is this founder capable, coachable, and committed?
• Will my money meaningfully accelerate the business?

Anatomy of a Winning Pitch Deck: Slide-by-Slide Breakdown

Amy shared a walkthrough of the 12 slides investors expect to see, why each one matters, and how to customize them to your business. Below are the key highlights and pro tips:

1. Cover Slide

✅ Include your company name, tagline, presenter info, and a URL to your company site — not all company names are easy to Google.

✅ Add the date — pitch decks evolve, and investors may revisit yours later.

2. Current Situation

Explain what’s changed in the world that makes now the right time for your idea, conditions that create urgency or opportunity — tech shifts, behavior trends, policy changes. Use sourced external data if possible.

3. The Problem

Be specific. Tell the story from the user’s point of view. Why hasn’t this been solved yet? What’s at stake?

4. Your Solution

Show how you solve the problem in a way that’s better, faster, cheaper, or more aligned than alternatives. Include IP, product advantages, or customer experience differentiators.

5. Product Demo or Walkthrough

Amy’s golden rule: “Explain it like I’m five.” Even technically complex businesses need simple, visual walkthroughs — especially if your audience isn’t from your domain.

6. Value Proposition

Why do your customers care? If it’s not time, money, or risk reduction, what is it — trust, accessibility, impact? Tailor this slide to your buyer.

7. Differentiation + Competitive Landscape

Never say “no competition.” Instead, show your moat: IP, traction, partnerships, brand loyalty, or first-mover advantage.

8. Customer + Go-To-Market Strategy

Define a clear initial target and explain how you’ll reach them, whether through outbound, partnerships, events, or influencer networks.

9. Market Opportunity

Use TAM/SAM/SOM to show how much market is available and realistically reachable. Show your math. Amy recommended referencing Airbnb and Mint’s early pitch decks for strong examples.

10. Financials + Traction

Include burn rate, runway, revenue to date, and customer wins if applicable. Early customers, even if only a few, build investor confidence

11. Projections + Exit Strategy

Investors don’t expect you to be psychic, but they do expect logic. Tie your projections to pipeline, pricing, and capacity. If relevant, name potential acquirers.

12. Your Ask

State how much you’re raising, what the funds will be used for, and if you already have commitments. Don’t forget to add how investors can follow up.

Founder FAQs: What Early Stage Founders Need to Know About Pitching

The live Q&A brought up pressing questions from WTE founders — here are some highlights and Amy’s responses:

• “What if I don’t have a team yet?”
  Not a dealbreaker. Just be transparent. Frame the raise as a way to hire missing capabilities and highlight any advisors you’re leaning on.
  
  
• “Do I need a separate pitch for pitch competitions than the one I use for formal investor pitches?”
  Yes. Use a shorter version — 5–7 slides max. Skip deep financials, and focus on clarity, storytelling, and the big idea.
  
  
• “How do I handle a friends-and-family round if my circle can’t contribute?”
  Look for funds with diversity mandates or opportunity arms (like SeedFunders Opportunity Fund). Also explore revenue-based financing and grants.
  
  
• “How do I know if I have a lifestyle business or a growth business?”
  If you’re building for autonomy and steady income, you likely have a lifestyle business. If you’re pursuing 10x returns and reinvesting profits, you’re on a growth track.

About Amy Crosby

Amy serves as WTE's Access to Capital Chair, and is the COO & Partner of Profferfish. Amy spent 20+ years in business operations, chief of staff, and marketing roles at several Silicon Valley companies including Cisco, Symantec, and ServiceNow. Since retiring and returning to Tampa Bay, she spends her time giving back as an investor and advisor to startup companies and nonprofits.

Amy's extensive background in the fast-paced tech industry, coupled with her commitment to nurturing new ventures, provides a wealth of knowledge and insights for workshop participants. Amy leverages her rich experience to guide entrepreneurs through the nuances of crafting engaging pitch decks, sharing strategies that have propelled startups to success.

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