Target Customer Slide

Learn how to build a winning target customer slide for your pitch deck with this step-by-step guide.

The target customer slide focuses around the ideal customer profile (ICP) for your business. For B2C startups, this slide generally includes details regarding demographics, preferences, and buying behavior (often with example customer personas). On the other hand, B2B startups will generally break out their target customer groups into market segments (usually by industry or vertical).

For companies in certain sectors (ie. biotech, pharma, hardware), the target customer slide will instead focus on use cases or applications for the product or service. Ultimately, the purpose of this slide is to demonstrate you know who your customers are and where your startup’s income will come from.

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How to create a target customer slide for your pitch deck

Follow along with this brief guide for what you should include in your pitch deck’s target customer, milestones & timeline slide:

Pitch Deck Guide: Contents of Great Slides

1. Content of the target customer slide

  • Market segments (ie. industries, verticals)
  • Customer demographics & buying behavior
  • Customer validation (ie. quotes / testimonials)
  • Key pain points, wants, and needs
Pitch Deck Guide: Key Questions to Address for Great Slides

2. Questions the target customer slide should address

  • What is your ideal customer profile (ICP)?
  • What are your customers chief pain points and needs?
  • What determines your customer’s buying behavior?
  • What customer segments are you focused on now vs. in the future?
  • Why would these customers prefer your product over others?
Pitch Deck Guide: Common Mistakes to Avoid

3. Common target customer slide blunders

  • Lacking focus with too many target customer segments
  • Failing to show how you will expand the TAM
  • Lack of customer demand validation
  • Failing to explain why customers will prefer your solution
Pitch Deck Guide: Design Tips for Great Slides

4. Design tips for target customer slides

  • Don’t overcrowd the slide: focus on what matters most
  • Include social proof and statistics (with sources) to substantiate claims
  • Highlight advantages in customer preferences & buying behavior
  • Keep it concise & to-the-point (see Guy Kawasaki‘s 10/20/30 rule)
Inspiration from the experts

Example pitch deck target customer slides from Airbnb, Brex & more

The best target customer slides demonstrate a strong understanding of your end-user and their needs. Be sure to demonstrate your vision for the future and new customer segments you may serve down the road.

Below are some examples of winning target customer slides from pitch decks for household names like Airbnb and TVision:

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