Ironhollow Seed Round
Ecommerce pitch deck example built on repeat rate and margin per order
Ironhollow sells carbon steel pans online and through 40 kitchen stores, and is raising $3M to bring finishing and inventory in house. The centre of the deck is a waterfall from order value to contribution, because an ecommerce investor wants to know what is left after shipping, returns and ads.
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
- One oversized word. A cookware brand lives on its name, so the cover is the name.
- Slide 2intro
- Why now in an editorial voice: the category, the direct margin, and retail pull we did not ask for.
- Slide 3pillars
- The range in three rows with prices and the share of carts each pan wins.
- Slide 4metrics
- The centre of the deck: an average order walked from $164 down to $51 of contribution.
- Slide 5metrics
- Two revenue lines. Wholesale starting from zero answers the question "is this only ads?"
- Slide 6metrics
- Six numbers that put returns beside reviews, so quality is a figure rather than an adjective.
- Slide 7process
- The supply chain in five steps, with the raise pointed at the one step that gates volume.
- Slide 8comparison
- Head to head with the imported incumbent on the seven things a cook actually compares.
- Slide 9timeline
- Four quarters, each with a concrete deliverable, ending at 100 stockists.
- Slide 10investment
- A $3M ask split four ways, with inventory first because stockouts are the ceiling today.
- Slide 11closing
- A quiet close. The numbers already argued; the last slide just says where to look next.
How to adapt this deck
A marketplace only brand replaces the wholesale line with a channel mix slide and moves fees into the waterfall, where marketplace commission becomes its own bar. A subscription box keeps the same waterfall but adds a cohort retention chart after it, because contribution per order matters less than contribution per subscriber year. A brand with no wholesale simply runs one line on the revenue chart and spends the freed slide on whichever proof number is strongest, usually repeat rate.
Which pitch deck do you need?
The investor pitch deck example is the hub. The crowdfunding pitch deck example covers the same consumer product territory as a reward campaign rather than an equity raise, and the hardware example goes deeper on bill of materials for brands that manufacture their own product. The SaaS example is the contrast case: recurring metrics instead of order economics. If the raise is a first institutional round rather than a growth cheque, the seed pitch deck example runs the same order with fewer numbers and more of the founding story.
What makes this deck work
The waterfall ends at a real number
Slide four walks the average $164 order down through COGS, shipping, returns, payment fees and paid acquisition to $51 of contribution, a 31% margin stated in the framing line. Revenue growth means nothing in D2C until this walk is shown, and most decks never show it.
Wholesale starts from zero on the chart
The revenue slide runs two lines over twelve months: online from $38k to $121k, and wholesale from nothing to $46k. A second channel that appears mid chart answers the quiet question every consumer investor carries in, which is whether the brand is anything more than paid traffic.
Returns sit beside reviews
The six stat grid puts a 3.6% return rate two tiles from the 4.7 average rating over 2,100 reviews, with 61% organic orders and a 34% repeat purchase rate around them. Putting the unflattering number in the grid is what makes the flattering ones believable.
Questions people ask
What goes in an ecommerce pitch deck?
This one runs why now, the range, contribution per order, revenue by channel, proof numbers, supply chain, competition, roadmap and the ask, in eleven slides. The two slides that make it ecommerce rather than generic are the order waterfall and the supply chain with its bottleneck named.
What is contribution margin and how do I show it?
What remains of an order after variable costs: goods, shipping, returns, payment fees and the marketing spend that produced it. Show it as a waterfall in the order the money leaves, ending at the dollar figure per order. Ironhollow lands at $51 on a $164 order, and the chart does the explaining.
Should I show CAC or ROAS?
Show contribution after acquisition cost, the way the waterfall here folds $31 of paid spend into the walk. ROAS alone flatters any brand with high gross margin, and CAC alone means nothing without the margin it buys. The blended view is the one an investor will rebuild in their own model anyway.
How much inventory detail belongs in the deck?
One supply chain slide and one line in the ask. Ironhollow gives inventory 45% of the $3M raise, and the value chain slide names finishing as the step that gates volume. Detail beyond that, SKU level cover, reorder points and freight terms, belongs in the data room.
Is repeat rate more important than revenue?
At this stage, yes. A 34% twelve month repeat rate on cookware, a category people buy once a decade from most brands, is the strongest number in the deck and it leads the proof grid. Revenue tells an investor where you are; repeat rate tells them what every future customer is worth.
Can the waterfall chart be exported to PowerPoint?
Yes. The waterfall is one of the nine chart kinds that stay native in the editable PPTX export, so the per order walk remains a chart with editable values rather than a picture. Only the waffle kind rasterises on export, and this deck does not use it.
Build your own in about a minute
The button below opens the generator with this use case already described. Change the wording to match your own, generate, then edit anything you like.
Make one like thisOther presentation examples
Sports tech pitch deck for a grassroots club product
A sports tech pitch deck has to prove that the buyer can actually pay, and in grassroots sport the buyer is a volunteer committee, not a professional team. Sprintlab, an invented GPS vest company in Newcastle, shows 380 clubs paying per season and reconciles them to 1.4 million dollars of annual recurring revenue.
Pet startup pitch deck built around one household
A pet startup pitch deck has to prove that one household pays more each month than it costs to feed, deliver to and replace when it leaves. This example does it for Pawcel, an invented Sydney fresh dog food subscription, with 14,000 households at 88 dollars a month and every cost line shown.
Creator platform pitch deck with payouts and take rate first
A creator platform is judged on what the creators were paid, and any deck that reports its own revenue first has answered a different question. Encorefold is invented, and its ten slides open on 6.4 million dollars paid to musicians and treat the 8 percent as a consequence of it.
Want the steps in the builder? Read Make a pitch presentation with AI, then Add and generate images in slides. For everything this generator can do, see the presentation maker.
Written and checked by the OneCraft team. Last checked .