According to the SmartUp analysis of a typical startup lifecycle, a standard pitch deck follows a specific formula intended to appeal to investors. It usually begins with defining the problem the company intends to solve, followed by presenting the solution, which is almost always described as “disruptive.” The deck then addresses market size, often claiming a massive opportunity measured in billions, despite the practical difficulty of capturing such a market.
The pitch deck also highlights the team, emphasizing founders’ credentials and prior experience to build confidence, and includes financial models. These projections almost always appear as a “hockey stick” curve, showing early struggle followed by rapid, exponential growth.
In the traditional startup sequence criticized by SmartUp, the pitch deck is created after building a prototype but before generating meaningful sales. The sequence typically follows: Idea → Co-Founder → Prototype → Pitch Deck → Fundraising → Hiring Team. SmartUp argues that this approach is risky because it relies on promised future outcomes rather than validated results. The funds raised are often used to hire a team, creating rigid expenses before revenue exists, which can lead to running out of cash.
The SmartUp alternative is to invert this process. Instead of using a pitch deck to promise future success, founders are encouraged to focus on branding and selling first. By generating leads and sales before seeking significant investment, the pitch shifts from speculative projections to scaling a business model that has already been proven.
