Pitch deck: How to include your go-to-market strategy

Pitch deck: Go to market slides banner.

A ‘Go-to-market’ (GTM) strategy is a must-have in any pitch deck. It’s where founders showcase their approach for entering their market successfully, and the slides often cover a lot of ground, from market dynamics and target audience to distribution channels. Often founders find creating these slides challenging, as they need to strike the balance between bringing the strategy to life, but not revealing everything upfront. 

How to include Go To Market Strategy in your Pitch Deck.

In a recent pitch idea swap we ran for our startup community, Funding Mastermind, we focused on the GTM slides of the pitch deck. One founder spoke about their experience of conveying go-to-market plans, and how they managed to strike the right balance between simplifying their deck but still clearly communicating that there was a well-defined plan in place. 

Here’s how they approached it.

To start, they went back to basics by asking themselves three fundamental questions that gave clarity on what was needed on their GTM slides for their pitch deck:

  1. What are they trying to say in the slides? 
  2. Do the slides show that currently? 
  3. What is the main thing they want investors to take away from their slides?

With this focus, they then broke the GTM messages into four slides within the pitch deck, so key messages were communicated in a natural and clear way. Here, we’ve summarised how you can use the four slide approach to demonstrate your GTM strategy.

Pitch Deck Go-To-Market Slide 1: A snapshot 

This slide acts as a snapshot of what’s currently in place. It provides a comprehensive overview of the current state of the startup’s marketing efforts, illustrating the roadmap from building awareness about their company through to retaining customers.

It can be helpful to use the AIDAR framework (Awareness, Interest, Desire, Action, Retention) to outline the specific channels and tactics employed at each stage of the customer journey. This keeps information high-level, so no specific data about how each channel performed is included at this point, but shows you have a proper strategy in place. It also demonstrates how you funnel customers through a series of steps to move them form general awareness of what you do to becoming customers (the “Action” you want them to take) and then becoming loyal “Retained” customers.

The main goal of the slide is to give a snapshot that shows current strategies and highlights the next steps that will be taken to amplify their growth once investment is secured.

Pitch Deck Go-To-Market Slide 2: Acquisition

The next slide can then go into more detail about how the company acquires its customers. 

Its a good opportunity to display some metrics about the acquisition channels such as current cost-per acquisition (CPA) or cost to acquire customer (CAC), website conversion rates, and Average Order Value (AOV). At this point you could take the opportunity to bring in data about the market size, to reinforce the message about the size of the opportunity available.

As well as the current metrics, this slide gives the opportunity to outline a comprehensive high-level tactical plan, and show targets for the key metrics (i.s. CAC, conversion rates and AOC). This is a good idea, especially if the investment sought is being invested into Marketing, Sales or developing new product lines, to demonstrate the impact of the investment, and how key metrics will be improved. 

High-level timelines broken down by quarter can also be included to communicate when plans will be put into motion.

Pitch Deck Go-To-Market Slide 3 – Retention

After acquisition it’s natural to move onto customer retention strategies. The third GTM slide can be used to show how maximising the lifetime value of customers justifies the spend on acquisition. 

Tactics such as email marketing, loyalty, and subscription programmes, and other customer engagement initiatives could feature here. Again, if these are currently used it’s good to show your current metrics, and what you aim to achieve for each channel in the future. 

Pitch Deck Go-To-Market Slide 4 – Future plans

The final GTM slide can be used to communicate future revenue streams, and future plans for your company in general. 

Investors love to see the different revenue opportunities that could be pursued in the future. If you are a D2C brand, this could involve launching a B2B retail strategy. If you are a B2B2C start-up it could be when and how you plan to monetise the consumer of your product. As your business expands, it’s important to demonstrate a decrease in dependence on a single revenue stream, as it helps derisk the venture for investors.

Go-to-market strategy is a hugely important part of any pitch deck, and these slide suggestions provide a powerful way to approach it, but it is not the only way. It is important for you, as founder, to find the right balance between high-level and detailed explanations when outlining your GTM strategy. If you get the balance right, your key messages will be communicated with power and impact. Remember to cover important points such as your audience, marketing channels and communication touch points, as well as current and future revenue streams. By considering these and tailoring your GTM strategy to your specific business, you will maximise your chances of success.

Further reading

Ready to start your funding journey?

Latest Blog & News

How to Get The Best Introduction to UK Angel Investors banner.

How To Get The Best Introduction To UK Angel Investors

A couple of weeks ago we shared 8 practical and eye-opening tips for finding UK angel investors. These were some of the tactics that
Dorset LEP & Focused For Business Team Up banner

Exciting Funding Boost: Dorset LEP & Focused For Business Team Up

If you’re a startup or small business in Dorset looking to raise investment, help is at hand! Dorset Local Enterprise Partnership (LEP) and Focused
finding investors banner.

8 Practical And Eye-opening Tips For Actually Finding Investors

Last month we tried something new in Funding Masterminds: an Idea Swap workshop, where our founders shared their tactics on how to find investors
FFB Mentor Blog banner Elliot

Mentor Advice With Elliott Gaspar: What You Need To Know About Financial Reporting After Startup Investment

Elliott Gaspar, Founding UK Director of Standard Ledger UK and one of our trusted mentors in the Funding Accelerator programme, recently led a workshop
Funding Secrets: Why having a lead investor makes fundraising easier.

Funding Secrets: Why Having a Lead Investor Makes Fundraising Easier

Securing a “lead” investor can often set off a domino effect, and be the catalyst you need to secure the remaining funds of your
Your most important investor document is not your pitch deck (it's your Executive Summary) banner

Your Executive Summary Is More Important Than Your Pitch Deck!

Do you obsess about your Pitch Deck? Spending hours tweaking it to ensure it gives investors the information they need? Most founders do. A
Mentor blog: How an advisory board makes it easier to raise investment.

Insider Knowledge: How To Make Raising Investment Easier

Get insider knowledge for making raising investment that bit easier! Julia Elliott Brown, one of our trusted and expert Funding Accelerator mentors, recently led
How to evidence your market size with research.

Pitch Deck Secrets: These 3 Things Will Make Investors Love You

Gideon Barker, founder of Customer IQ and a trusted mentor at our Funding Accelerator, recently led a workshop about integrating market research into pitch
Why having a co-founder can make you more appealing to investors.

Investors Appeal: Here’s 1 Interesting Truth To Make You Stand Out To Investors

The journey to securing investment is often a challenging one. But, there’s a strategic move that might just tilt the scales in your favour:
problem and solution slide banner.

How to show the problem and solution slides in your pitch deck with a customer journey

Framing the issue – or societal/customer problem – that your startup is tackling, and how it solves that issue, acts as a hook to
Funding for startups: How to raise bridge funding.

Funding for startups: A guide to bridge funding

Pre-Seed, Seed, and Series A are all terms that are probably familiar to you if you have, or are looking to, raise funding for
Redefining angel investment for female founders

Female Founders: Redefining angel investment to inspire inclusion

Friday (8th March) marks International Women’s Day (IWD) with this year’s campaign theme being ‘Inspire Inclusion’. I can’t help but feel despondent though, last
What angel investors look for in startups.

What angel investors look for in start-ups

Angel investors play an important role in the growth and expansion of startups. According to the 2021 Scale-Up Institute Annual Review on the State
Startups Magazine article: How to build confidence before pitching for investment.

How to build confidence before pitching for investment

Presenting is often cited as most peoples’ “greatest fear”. It’s unsurprising then that founders often lack confidence when pitching, especially if pitching is new
Future-proof your startup with engagement marketing.

Master engagement marketing: and you’ll future-proof your startup

Investors expect a clear, well-targeted startup marketing strategy if you are going to attract their investment. But, pre-funding when you are still in “hustle
Startups Magazine: Networking with startup investors banner.

Networking with startup investors: 5 tips to network successfully

Raising equity investment becomes easier when you pitch to startup investors you have previously engaged with or spoken to, or have been introduced to.
Looking for startup investors? Our guide will help

Looking for funding? Here’s your step-by-step guide to finding startup investors

Starting a business is exhilarating, but finding the startup funding to fuel your dreams can be a daunting task. Not only will you have
Startup Funding: A guide to navigating the funding journey

Breakthrough Way To Locate Angel Investors And The Startup Funding You Need

One of the most frequent questions we are asked is “What’s the best way to fund my startup?” Startup funding doesn’t have to mean
Hatty Fawcett, Finalist in the Great British Entrepreneur Awards 2023

What being a finalist in the Great British Entrepreneur Awards has taught me

My weak spot is I don’t like talking about my entrepreneurial achievements. I think it dates back to my childhood when I was told
How to choose your cofounder

Choose your startup co-founder wisely

So you’ve had a light-bulb moment, a world-changing idea – you’re excited and want to share it with the world. But where do you
Whats the best way to fund my business

Advice From 10 Founders: Proven Ways To Fund Your Business

One of the fundamental questions, and perhaps the most frequently asked when it comes to business growth, is “What’s the best way to fund
Funding Accelerator Mentor Elliott Gaspar explains what investors look for in a financial forecast for investors

3 Things That will Make Your Financial Forecast Attractive

Much like brewing a delicious cup of coffee, a compelling financial forecast for investors requires a complex blend of data, strategy, and storytelling. It’s
How equity investors can better support underrepresented founders

How equity investors can better support underrepresented founders

Equity investors play a crucial role in the growth journey of any start-up. For underrepresented founders, securing equity investment presents an even greater challenge.
Raising investment in difficult economic times

The Best Way To Raise Business Capital In A Wounded Economy

It’s tough raising investment right now. There are fewer investors and the amounts being invested are smaller. How should startups respond if they still
Jennifer Anderson explains how to weave storytelling into your pitch deck to keep investors' attention

How To Use Storytelling To Keep An Investors Attention

As founders we’re told to weave storytelling into our pitch deck, but we are not always told why. Luckily Pitch Coach and Funding Accelerator
Is equity funding the best option for your startup

Equity Funding For Business: The Best Start-up Funding Options

Getting equity funding for business isn’t for everyone. When you sell shares in your business you are, effectively, entering into a long-term relationship with
Funding Accelerator mentor Tracey Rob Perera shares 3 things angel investors look for in your startup valuation

Your Startup Valuation: 3 Things That Are Important For Angel Investors

Funding Accelerator mentor, Tracey Rob Perera, shares 3 things angel investors look for in your startup valuation. Tracey Rob Perera is not only a
Hatty Fawcett talks to Finance Digest about how - and why - to build productive relationships with your investors

How to build productive relationships with investors

You might think closing a funding round is the end of a journey. In fact, its just the start! Now comes the hard work
Funding Accelerator Mentor Chris Booth shares how to expand your team without it costing more

How to Expand Your Start-up Team Without It Costing More

Funding Accelerator expert mentor Chris Booth of Findrs explains how to expand your start-up team (and extend your headcount budget) by using AI. When
Hatty Fawcett Adviser of the Year 2022

Everything you Need to Know About the Enterprise Nations Advisor of the Year 2022/2023

Over the last few months, start-up funding advisors and small business owners across the UK have been voting for the best and brightest business
How startup accelerators increase your chances of funding

How startup accelerators increase your chance of funding

While I’ve written before about the benefits of joining startup Accelerators (find out more here), now seems like the perfect time to revisit the
unit metrics that attract startup investors

3 unit metrics that attract startup investors and build a compelling story of growth

Did the conversation with potential investors fizzle out at the financial stage? It’s not just the vision, but the focus on detail that secures
Panel members at How to find and impress investors June 2022

How to find investors, and impress them

Have you ever wondered what it takes to find and impress investors? Well, who better to ask than leading VCs and angels themselves! Earlier

Investing your time where it counts – the numbers

How the right financial forecast is crucial to unlocking startup investment If you’re looking to secure startup investment, it’s inevitable that at some point

How to find investors for a startup…quickly!

A recent report from Beauhurst and SFC Capital* reveals that it takes, on average, 15 months to find investors for a startup and close
Should you raise startup funding from family and friends no words

Should you raise startup funding from friends and family?

So you think you need to raise funding for your startup? You may be right, but before you begin to raise startup funding from

7 Essentials that unlock Start-up equity investment

Start-up equity investment: Investors look for 7 Essential ingrediants when deciding whether to back a start-up – or not! Be succinct to get attention
Financial savings mechanism. Piggy bank formed by gears and cogs

Traction makes it quicker to raise funding for a startup

So you want to raise funding for a startup? To succeed, you’ll need to speak the language of investors. Investors will ask “how much
7 mistakes that stop you raising investment for your startup no words

7 Mistakes that stop you raising investment for your startup

Startup founders are resourceful and move quickly but sometimes that haste can work against them. They make mistakes. When it comes to raising investment
Doors within doors kilarov-zaneit-KjqNGd0sCTQ-unsplash

Why your executive summary is your most important investment document

When seeking investment for your business it pays to think like an investor, giving an investor the information they want rather than telling them