Making of:
The Edison Deck
Building a pitch deck that secured $20M in funding wasn't just about slides—it was about storytelling, strategy, and relentless refinement. Here's an idea of what went into making it.
Concept Development
We start with a blank document. We fill it with what I call the 'brain dump'. Research. Conversations. Competitive analysis. We extract what makes Edison Motors. We clarify funding goals. We identify who needs to hear this story. We figure out what slides need to exist and what inspiration we will base ourselves on.
Content Architecture
Information needs structure. Investors need clarity. We create a flow that builds from problem to solution to opportunity. We pare down to find what matters. We simplify technical concepts. We anticipate objections. We make sure the framework makes sense and that the heart of the business isn't lost in translation.
Prototype Creation
Words first. Design later. We build in black and white to perfect the message. Founders review. Experts critique. We test the narrative against investor psychology. We refine in real-time. We align the message. We cut anything that doesn't serve the core story.
Visual Design
Then we translate words to visuals. Each slide designed to enhance understanding and connection. Data becomes charts that tell stories at a glance. Typography and colour reinforce the message. White space gives ideas room to breathe. We even make a light and dark mode 'cause people gotta print.
Refinement Cycles
Feedback isn't just welcome—it's required. We perfect details. We strengthen messages. We enhance visuals. We talk with stakeholders. We don't stop until executives approve and the deck feels inevitable.
A few stats
Every winning pitch deck hides an iceberg of invisible work. For every slide that made the final cut, dozens of concepts were developed, debated, and discarded.
hours of development time
Concepts explored but not executed
collaborative meetings
See the results
Click here to see the Edison Motors deck (at least the current version).
You did awesome work on this, it really makes us look like the professional company that we are.
Thank you.
Working with Edison Motors, with Eric and Chace gave me the drive to commit to Lemonbrand full-time, and dedicate myself to helping businesses translate their expertise into compelling stories that drive growth. As a thank you, I'll give 20% off for life to any one who signs up through them. Thanks for checking me out !
