Rook & Rye Crowdfunding Pitch
Crowdfunding pitch deck
A campaign deck for Rook & Rye, an invented Bristol drinks brand raising £850,000 from several hundred small investors rather than one fund. It reads nothing like a venture deck because nobody is in the room to answer questions: the numbers arrive on slide two, the market figures are sourced, the valuation and the minimum ticket are printed on a slide, and the last thing on screen is the risk warning a regulated financial promotion has to carry.
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
- The whole proposition and the raise on the first screen, because most readers stop here.
- Slide 2metrics
- Ten numbers on one screen, which is what a retail investor scrolls looking for.
- Slide 3content
- The gap in the category, in five steps a reader with no drinks knowledge can follow.
- Slide 4checklist
- The three products, in plain language, with what each one costs and who buys it.
- Slide 5metrics
- The revenue curve by half year, with the three numbers that qualify it beside it.
- Slide 6metrics
- The market, sourced, and narrowed to the segment we actually compete in.
- Slide 7testimonial
- Community proof, which carries more weight with a crowd investor than with a fund.
- Slide 8intro
- The founding story, which the platform data says drives more decisions than the numbers.
- Slide 9investment
- Where the money goes, itemised, because a crowd investor cannot ask a follow up question.
- Slide 10content
- The terms, written as the five questions a first time investor actually asks.
- Slide 11pricing
- The bonus share tiers, which are structural in a crowdfunding round and absent from a VC one.
- Slide 12closing
- One next step and the risk warning, which a regulated financial promotion has to carry.
What makes this deck work
The numbers arrive before the story
Slide two is ten figures with no commentary: revenue, growth, margin, stockists, subscribers, followers, the raise and the valuation. Roughly a third of people read a campaign page in full, so everything that decides it has to survive a scroll.
The terms are on a slide, not in a footnote
Share class, pre money, post money, tax relief, minimum ticket and the closing date, written as the five questions a first time investor actually asks. A venture deck can leave price to the negotiation. A public offer cannot.
Rewards are structural, not decoration
Three bonus share tiers at £250, £1,000 and £5,000, each capped and each stated plainly. Perks change how much a retail round raises, so they belong in the deck rather than in the small print.
Questions people ask
How is a crowdfunding deck different from an investor deck?
It is a public financial promotion. Every factual claim needs evidence the platform will check, the language has to be fair and not misleading, and it must work with no presenter, because competitors, customers and journalists all read it too.
How long should a crowdfunding deck be?
Twelve to twenty slides, which is longer than a venture deck. There is nobody in the room filling the gaps, so anything you would normally say out loud has to be written down.
Do perks and bonus shares really matter?
Yes. Platforms report that campaigns offering rewards raise materially more, and the tiers also shape the average cheque. Keep them simple, cap the top tier, and issue bonus shares at close rather than promising anything conditional.
What has to be sourced?
Every market size, growth rate and user number. Platforms ask for third party figures no more than two or three years old, and screenshots for anything from your own systems. Unevidenced claims get struck from the page before it goes live.
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