TLDR: If you’re preparing for an EIS raise in the UK, don’t overlook the power of clear, compelling messaging in your pitch deck. Many founders have great products but fail to communicate their story in a way that wins investor trust and piques their interest. This blog outlines 14 essentials every EIS-ready investor deck should include - from a professional first impression and clear investment summary, to your problem-solution fit, market sizing (TAM, SAM, SOM), business model, traction, GTM strategy, financials, team, EIS compliance, and perhaps most importantly, the exit plan.
If you're a UK-based founder preparing for an EIS (Enterprise Investment Scheme) round - before you get swept up in term sheets, cap tables, and HMRC advance assurance - take a moment to consider one of the most overlooked aspects of a successful raise: how you tell your story to potential investors.
I've worked with founders who’ve had incredible products, passionate teams, and real traction - but who struggled to translate all of that into a concise and compelling, investor-ready summary. They either spent too long in the minutia of the product or were too optimistic (read deluded) about the market share they'd have by year 3. At Melles Consulting we use the structure below to help clients shape their EIS-ready investor materials. If you’re missing more than a couple of these, it might be time to get some expert help.
Your opening slide sets the tone. It should look professional, include your logo and tagline, and feature the presenter's name and contact info. This may sound basic. It may sound all about fluffy marketing aesthetics. But investors will judge your credibility from the first click.
Don’t jump into talking about the company, the founder story, or the product detail. The investment info always seems to be buried at the end of the deck. Don’t make investors work hard to find it, be up front.
Be clear and specific about what you're asking for:
How much are you raising?
What is the minimum investment?
What valuation are you using?
How will the funds be used?
And do you have confirmation that your business qualifies for EIS relief?
Don’t just state the big problem, make it real. Use relatable examples, recent data, or quotes from actual users. If the problem doesn’t feel real, urgent or scalable, then the solution you’re offering won’t feel valuable.
Describe your product or service clearly. Focus on the benefits for users, not just the features you’ve build. After every piece of information is added, ask yourself ‘So what?’, ‘Why does it matter?’, ‘Why now?’ and ‘Why you?’.
Investors want to see a big enough opportunity and that your expectations are realistic. Outline your TAM, SAM, SOM, that you understand your ideal customer profile and are fully aware of the most important market trends. This builds the investors confidence that you are expert in your space.
—---------------------
This is the size of the entire market - if everyone in the world who could use your product bought it. The value of 100% market share.
This is the size of the market that you could realistically serve, based on your product and business model. This narrows it down to the customers who fit your ICP and you can actually reach today. This will likely be restricted by geography, budget, language, etc.
This is the slice of market that you can realistically win in the very near future. This is your short-term opportunity based on your current resources, team, and marketing reach. It's what you’re aiming to win first.
—---------------------
Explain how you plan to make money in the simplest terms possible. Be transparent about pricing, revenue streams, and how scalable your approach is. Do not be vague, again this is your chance to build credibility (or to lose credibility too).
Whether it’s early revenue, product development, user growth, pilot project success or signed partnerships - show that you’ve moved beyond the idea stage. Use charts and milestones to visualise your momentum and give the investor reassurance..
This is where a lot of decks fall apart. ‘We’ll do some sales and marketing’ isn’t a strategy. Be specific: which channels will you focus on, explain why they work, what they cost, and what traction you expect from each. You should have a fully drafted, detailed Go-To-Market strategy that goes into depth on each area that can be made available if needed - this slide is just the highlights reel of the most pertinent points of how you’re going to get to you customers.
Avoid generic competitor capability grids. Instead, highlight and explain how you really differentiate - whether that be price, technology, speed, service, or brand. And don’t be afraid to acknowledge competitors strengths - it shows maturity.
Who’s building this business and why are they the right people for the job? Include brief, relevant bios for key team members. If you’ve got gaps, be honest, and show how the funding will help you fill them.
Even for early stage businesses, investors expect realistic 3 - 5 year projections. At a minimum include revenue, costs, customer acquisition costs, and runway required to get to profitability. And be ready to back up your assumptions - you should be able to defend every number on this slide.
EIS investors care hugely about the security of the EIS status of this investment. Make sure you clearly state:
You have obtained or are applying for EIS Advance Assurance
The company structure supports EIS eligibility
Any previous SEIS/EIS rounds are disclosed
This adds credibility and removes friction for investors.
It is never too early to consider this - investors want to know how and when they might see a return. Mention potential exit routes that you’re considering (M&A, IPO, secondary sale), timelines, and any relevant industry examples where similar business has successfully exited..
Restate how much you're raising, what you'll achieve with the funding, and what you’re offering. Leave no room for ambiguity. I often leave this slide on the screen when I stop to invite questions from the room. Then wrap up with a strong call to action and who to contact for a follow up discussion.
Most founders know they need an investor deck. But few recognise how much of it depends on strong messaging and positioning. If your value proposition is unclear, your narrative is muddled, or your numbers are vague, investors will lose confidence, no matter how great your product is. That’s where Melles Consulting comes in.
Clarify their positioning and messaging
Build standout pitch decks and investor summaries
Prepare for EIS rounds with strategic, compelling materials that attract interest and build trust
If you're gearing up for your first EIS raise and want to make sure your story is investable, let’s talk. I offer one-off workshops, deck reviews, and full-service support to help founders raise smarter, faster, and with greater confidence.