The Dos and Don’ts of Questioning
VC pitch decks are where ideas are born, but they’re also where they might die. A well-crafted deck doesn’t just present your business plan—it tells a story that resonates with investors and persuades them to put their money where their mouth is. And when it comes to storytelling, the most powerful tool you have is questioning.
Dos
1. Start Small, Then Scale Up
It’s easy to jump straight into the deep end of your business idea. But when you’re asking questions in a pitch deck, start small. Don’t dive into cash flow or runway until you’ve established credibility and clarity around the basics—like the market size, problem statement, and MVP (Minimum Viable Product).
For example:
- Instead of immediately jumping to “How much will this cost?” ask, “What’s the opportunity size in our target market?”
- Instead of diving into valuation right away, start with a simple question like, “Who is our primary competitor?”
By anchoring your questions to these foundational elements, you build trust and guide the audience through your narrative.
2. Focus on Stories, Not Numbers
Numbers are great, but they’re just data points. Investors want stories—narratives that paint a clear picture of why their money matters.
For instance:
- Instead of asking, “How much revenue will we generate next year?” pose it as a question about outcomes: “What’s the business outcome you can guarantee us?”
- Instead of crunching numbers like, “What’s your expected return on investment?” tell a story: “What’s the market opportunity for our solution?”
By framing questions around outcomes rather than metrics, you shift the focus from what to how.
3. Ask for Perspectives
Founders often get caught up in their own vision—this is where having someone else in the room comes in handy.
For example:
- “What’s your perspective on scaling this idea?”
- “How do you see the competition shaping up?”
These questions invite others to add context and nuance, helping to flesh out the story rather than just telling it yourself.
4. Be Specific, Not General
Investors are swarmed by ideas—so make sure yours stands out. Start your questions with specific pain points or opportunities that resonate with your target audience.
For instance:
- Instead of asking, “What’s your interest in this idea?” pose it as a question about the problem you’re solving: “How will this solution address the needs of [specific customer segment] in [region or market segment]?”
- Instead of saying, “What are you looking for in a new technology solution?” ask something more precise: “Do you require anything specific from our solution to succeed?”
By anchoring your questions to specific pain points, you make it easier for investors to see the value in what you’re offering.
Case Studies
Case Study 1: A Startup’s Journey
A startup founder approaches a VC with an idea that disrupts traditional industry norms. The founder asks, “What do you think about this opportunity in [specific market or problem area]?”
The investor responds by asking, “How does your analysis account for the growing competition in [specific sector]?” This exchange leads to a deeper exploration of the business model and scalability challenges.
Case Study 2: An EV Startup’s Obstacles
An EV startup founder seeks investment and asks, “What do you think about the potential of electric vehicles in [specific geographic region]?”
The investor responds by asking, “How do you see government regulations impacting your growth trajectory?” This question allows the startup founder to demonstrate a clear understanding of regulatory challenges while building a narrative around how their product can overcome these obstacles.
The Don’ts
1. Avoid Sappy Statements
Statements like “This is a game-changer” or “It’s going to happen” are great for inspiration, but they’re not great for a pitch deck. They don’t provide direction or evidence—they just hype.
Instead of saying, “We’ve got the perfect solution,” ask something like, “What’s your take on this problem in [specific market]?”
2. Don’t Preach at Investors
Founders are human beings—just like investors. If you try to lecture them about your idea, they’ll tune out.
For example:
- Instead of saying, “You need to understand the importance of our product,” ask, “What’s your perspective on [specific aspect of the market or problem area]?”
By engaging with their own opinions and insights, you build a connection that leads to deeper understanding and trust.
3. Don’t Ask Leading Questions
Avoid questions that start with “You’re thinking about,” “We believe,” or “Only you could.” These phrases lead the conversation but don’t prompt thoughtful answers.
Instead of asking, “You’re considering this solution, right?” ask something like, “What’s your perspective on [specific aspect of the opportunity]?”
4. Be Overly Technical
Founders often struggle to communicate their ideas to investors—this is where simplifying comes in handy.
For instance:
- Instead of diving into financial projections that don’t make sense right now, ask something like, “How can we validate this idea with limited resources?”
By focusing on clarity rather than complexity, you leave more room for the investor’s own intuition and analysis.
Final Thoughts
VC pitch decks are about storytelling—whether it’s through a series of well-crafted questions or a compelling narrative that resonates with investors’ values and ambitions.
The key is to ask questions that provoke thought, invite perspective, and build trust.
So when you’re building your pitch deck, remember:
- Start small, then scale up.
- Focus on outcomes, not numbers.
- Ask for perspectives—not lectures or sappy statements.
And always keep in mind: the best stories are born from a deep understanding of your audience and a willingness to listen.
Good luck at the next pitch event!