What Data Do Investors Expect in a First Pitch Deck?

Investors expect key metrics including revenue or user numbers, growth rates, retention data, market size, unit economics, and funding ask with use of funds.

At seed stage, include MRR/ARR ($10K–$100K+), month-over-month growth (15–30%+), customer retention rates, CAC and LTV if available, and clear TAM/SAM figures. Pre-revenue startups should show engagement metrics, waitlist numbers, or pilot commitments. Don't over-engineer, investors want clarity on traction, market opportunity, and capital needs, not exhaustive spreadsheets.

Why Data Matters in Your Deck

Investors see hundreds of decks. Data helps them quickly assess whether your startup is worth a meeting.

Data serves three purposes:

• Validates claims. Numbers prove your traction is real

• Enables comparison. Investors benchmark you against similar companies

• Shows sophistication. Knowing your metrics signals operational competence

A deck without data feels like speculation. A deck with the right data feels like evidence.

For common questions investors ask about these metrics, read our guide on 10 questions every founder should be ready to answer.

Essential Data by Deck Section

Problem and Solution (Minimal Data)

Focus on narrative here, but support with:

• Market research statistics showing problem severity

• Customer quotes or survey data validating pain points

• Industry trends that contextualize the opportunity

Market Size (Required Data)

Investors need to see venture-scale opportunity:

TAM (Total Addressable Market). The entire market if you had 100% share. Cite credible sources.

SAM (Serviceable Addressable Market). The realistic segment you can address with your current product and go-to-market.

SOM (Serviceable Obtainable Market). What you can capture in 3–5 years.

Bottom-up validation. Customer counts × average deal size = more credible than top-down percentages.

Traction (Critical Data)

This slide often determines whether you get a meeting:

Revenue metrics (if applicable):

• Current MRR or ARR

• Month-over-month growth rate

• Revenue trajectory (chart showing progression)

User metrics (if pre-revenue):

• Active users (DAU/MAU)

• User growth rate

• Engagement metrics (session length, frequency)

Validation signals (if pre-product):

• Waitlist signups

• Letters of intent (LOIs)

• Pilot commitments or beta users

Retention data:

• Cohort retention curves

• Net revenue retention (for B2B SaaS)

• Churn rate

Business Model (Key Data)

Show you understand the economics:

Unit economics:

• Customer Acquisition Cost (CAC)

• Lifetime Value (LTV)

• LTV:CAC ratio (target 3:1+)

• Gross margin

Pricing:

• Average contract value or ARPU

• Pricing tiers if relevant

Early-stage investors accept directional data here, precision comes later.

Competition (Comparative Data)

Position yourself clearly with market share data if available, feature comparisons showing differentiation, and growth rate comparisons. Avoid claiming "no competition."

Financial Projections (Forward Data)

Include 3-year projections showing revenue growth trajectory, key milestones, and path to profitability. Investors know projections are speculative, they evaluate your assumptions and ambition.

Ask and Use of Funds (Specific Data)

Be precise: funding amount, valuation range (if comfortable), percentage allocation across engineering/sales/marketing, key hires planned, and milestones the capital will achieve.

Data Expectations by Stage

Pre-Seed: Engagement metrics, market size estimates, clear use of funds.

Seed: Revenue ($10K–$100K MRR) or strong user metrics, growth rates (15–30% MoM), early retention, directional unit economics.

Series A: Proven revenue ($1M+ ARR), clear PMF metrics, strong unit economics, scalable growth channels.

Check SheetVenture's investor coverage to see traction levels companies showed when they raised.

Common Data Mistakes

Too much data: Overwhelming slides lose attention.

Vanity metrics: Total signups without engagement means little.

Inconsistent numbers: Mismatched figures destroy credibility.

Missing context. Growth rates need time periods.

No sources: Market claims need citations.

The Bottom Line

First pitch decks should include traction metrics, market size data, unit economics, and clear funding details. Tailor depth to your stage, pre-seed needs less precision than seed. Present data that proves your startup is working and the opportunity is large.

SheetVenture helps founders benchmark their metrics against successfully funded startups.

SheetVenture gives founders the data intelligence to pitch with confidence.