How to Tailor Pitch Book Data to Your Target Audience

How to Tailor Pitch Book Data to Your Target Audience

3 minutes and 44 seconds is the average time a successful deck is viewed. In less than 4 minutes, your pitch book needs to convince viewers that your proposal is worthy of investment.

While many factors go into creating an impactful and memorable pitch, the first step is to know your audience. An understanding of your audience can help you tailor your pitch book to their unique questions and concerns. Armed with comprehensive data, you can gain access to funding to grow your business.


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Who Uses Pitch Book Data?

Pitch book data is used by anyone who needs information on a company’s finances and its market potential. It can include global capital markets, limited partners, venture capital funds, private equity firms, and private markets.

Pitch book data is the foundation of a startup ecosystem. It lets investors analyze the viability of a company’s growth. High-quality research is necessary to create a pitch book that leaves a memorable impression on investors from venture capital funds.

Why Is It Important to Tailor Pitch Book Data to Your Audience?

Companies are different, and so is every audience. Tailoring your pitch book data to the audience listening to your presentation will ensure your success. Customizing your presentation is part of a good funding strategy and sharing the potential benefits of your company.

If you don’t have an understanding of who is listening to your pitch, then you won’t be able to address their concerns. Without these crucial answers, investors may not invest in your company, and you won’t be able to grow into the next phase of your business.

How to Identify Your Audience

Conducting market research on your audience is key to ensuring you are addressing their concerns. You must research your audience to find the right people to pitch your proposal. Otherwise, you end up wasting time and effort by not honing in on the people who can relate to your business idea the most.

There are three steps to identifying your audience and tailoring your pitch book to them.

  1. Identify your audience: Your pitch may need approval from executives within your organization or investors from funding rounds. Both of these audiences have substantially different needs and questions. Tailoring your pitch to address those concerns will result in different pitch books.
  2. Determine their question: Once you have identified your audience, it’s time to determine what is their main question for your pitch. Knowing this question can help you create a pitch book that answers it.
  3. Structure a clear answer to that question: Your pitch book should center around answering the main question in your audience’s mind. Don’t get too distracted by sharing details. Focus on showing the big picture and answering the audience’s main question.

Examples of How to Tailor Pitch Book Data

Let’s take a look at different audiences and how you can tailor your pitch book to answer their questions:

  • Large corporations: Capital private equity firms may be considering buying a company, and their top question will be, “Is this M&A worth the investment?”. Capital market professionals will need to create a pitch book for their clients that addresses the opportunity and potential risks of a company acquisition.
  • Investors: Venture capital and capital private equity firms have one ultimate question: “Why is this company worth investing in?”. In a pitch book, startups and companies will need to demonstrate why their product and team are likely to succeed.
  • Executives: The top echelons within the organization often give the final approval for new features for the product software platform. Their top question will be, “How does this product idea contribute to our business goals?”. Employees should use the pitch book to address why the product idea covers a gap in the market and how it will contribute to an ROI.

What Data to Include in Your Pitch Book

The data you should include in your pitch book will depend on the audience and the question you are going to answer. Your chances of success can hinge on including relevant and comprehensive data on your company’s financials.

One thing is for certain, though: including financial data is non-negotiable. A study found that unsuccessful decks had no financial slides included in their slides.

What data you should include will depend on the audience, your business, and what you hope to achieve with your pitch book. Here is some data to consider adding to your pitch book presentation:

  • Financial analysis
  • Profit or loss details
  • Revenue level
  • Customer numbers
  • Financial models

It may take some significant research and collaboration with your accounting team to develop financial slides for your presentation. You also need to clearly present this information to your audience.

Since numbers can get confusing, you may want to focus on graphs and charts to convey your point. Visual aids can make it easy to organize your data and understand your message without getting too lost in the numbers.

Key Takeaways

Even the most celebrated startups begin their journey by raising funds. Companies need a successful pitch to raise capital. Part of creating a good pitch is the ability to tailor your pitch book to your audience. Identifying what they need to know and then giving them answers will go a long way in securing funds for your company.

A vital part of a pitch book is clear and tight information being presented. When it comes to financial data, it’s easy to overwhelm your audience with numbers. Creating visual aids for your presentation can make it easier to grasp financial trends within a few seconds.

Macabacus is a powerful tool to help turn your financial information into a visually appealing format for your presentation. It leaves a memorable impression on your audience and can make it easier to remember your message. Sharing your pitch book has never been easier.

Try Macabacus for 10x Productivity

Join the 80,000+ finance & banking professionals using Macabacus to get more done in Microsoft Office.

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