Wakelorn Series A
Consumer app pitch deck example with retention cohorts in full
A consumer investor assumes a retention chart has been curated until the bad cohort is on it. Wakelorn is invented, and its ten slides show every monthly cohort including the paid install month that went backwards, because leaving it out would flatter the average.
Every slide, in order
The whole deck as it renders, one slide after another. Read it the way the audience would.
The structure
What each slide is doing, so you can reuse the order even with different content.
- Slide 1cover
- Lead on retention, because a consumer app that opens on downloads has already lost the room.
- Slide 2intro
- The problem stated as a behaviour problem, which is why a tracker does not solve it.
- Slide 3pillars
- The four parts of the programme, so nobody thinks this is another set of rain sounds.
- Slide 4metrics
- Downloads, retention and revenue together, so retention is never read alone.
- Slide 5metrics
- The cohorts in full, including the one that got worse, because a curated cohort chart proves nothing.
- Slide 6metrics
- Monthly actives as an area over twelve months, with the three numbers that frame it.
- Slide 7pillars
- Where the users come from and what each one costs, since cost per install decides the whole model.
- Slide 8pricing
- Monthly against annual, with the reason the annual plan matters said in the tagline.
- Slide 9investment
- Six million in three lines, with the coach team called out as a cost of goods, not an extra.
- Slide 10closing
- Close with the cohort file offered, since that is the only thing that settles a consumer deck.
Slide by slide
Slide one leads on day 30 retention. Slide two frames bad sleep as a behaviour problem with three gaps. Slide three is the six week programme in four parts, including the human coach. Slide four is downloads, retention and revenue together. Slide five is every monthly cohort from day 1 to day 90. Slide six is monthly actives as an area chart over twelve months. Slide seven is four acquisition channels with cost per install and conversion. Slide eight is monthly against annual pricing. Slide nine splits six million across acquisition, coaches and clinical evidence. Slide ten offers the cohort file with the bad month still in it.
How to adapt this deck
A free app funded by advertising replaces the pricing slide with a revenue per active user slide, because the unit is a session rather than a subscription. A consumer app with no human in the delivery drops the coach line from the ask and gives the space to acquisition, since gross margin stops being a question. A company at pre seed with three months of data shows weekly cohorts instead of monthly and says so, because six weekly cohorts is an honest amount of evidence and three monthly ones pretending to be a trend is not.
What this audience asks for
The United Kingdom health service describes insomnia and the behavioural programme that is recommended for it, and the national clinical guidance body has published a guideline covering digital versions of that programme. Both are worth reading before a sleep product deck is written, because they describe a course of treatment with a beginning and an end, which is the reason this deck argues that finishing six weeks matters more than opening the app daily. A consumer health deck that borrows clinical language without reading the guidance gets caught on the first question from any investor with a health portfolio.
What makes this deck work
The bad cohort is left in
Slide five shows September 2026 at 18 percent day 30 against 31 to 34 for every other month, and the caption says it is the paid install test and that removing it would flatter the average. One honest row does more for a retention slide than six good ones.
The channel that caused it is named two slides later
Slide seven lists short video at 3.90 dollars an install, twelve percent of volume, and says it is the reason the September cohort is bad and that buying stopped in October. Connecting a cohort dip to a channel decision is the difference between a chart and an explanation.
Coaches are costed as goods, not as support
The ask on slide nine puts coaches inside cost of goods and says one coach holds about 900 people on programme. A consumer subscription with humans in it either states that ratio or gets asked for it, and stating it lets the gross margin question be settled on the same slide.
Questions people ask
What goes in a consumer app pitch deck?
The behaviour problem, the product in a few parts, downloads and retention together, the cohorts in full, actives over time, the channels with their costs, pricing and the ask. This example uses ten slides and gives three of them to different views of retention.
How much cohort detail do investors expect?
Every monthly cohort at day 1, 7, 30 and 90, including the ones that went the wrong way. This deck uses a seven row table with one clearly worse cohort in it. A curated cohort chart is assumed to be curated, so the uncurated one is worth more.
Should downloads be on the cover?
Only if retention is on it too. This deck leads with 31 percent day 30 retention and puts 380,000 downloads on slide four beside it. Downloads alone invite the question of how many people are still there, which is a bad question to leave hanging on slide one.
How do I present cost per install?
By channel, with the conversion to paid next to it, because the cheapest install is often the worst customer. This example shows clinic referral at zero converting at 24 percent and short video at 3.90 dollars converting worst, which is what justifies the spend plan in the ask.
How many slides for a consumer app Series A?
Ten to twelve. This one is ten. Screenshot tours are the common filler. The product slide here is four parts in words, because the investor is buying the retention curve and the screenshots will be looked at on a phone afterwards anyway.
What retention number counts as good?
It depends entirely on the category, so state the comparison you are claiming against. This deck says the published median for a health app is about 4 percent at day 30 and then reports 31, which is a claim an investor can check rather than a number floating on its own.
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