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As part of your Start-Up Visa application process, entrepreneurs with qualifying businesses are
required to get a Letter of Support from a government designated organization. As a
government designated organization, TBDC’s Soft Landing Program is designed to help
international start-ups with international high-growth potential take their businesses global and
receive our support for their Start-Up Visa application.

Your business pitch deck is one of the most important steps to be eligible for our Soft Landing
Program. This is your opportunity to prove your entrepreneurial passion, intent and Canadian
road map to your government designated organization.

TBDC and IRCC are looking for immigrant entrepreneurs and businesses that are innovative,
can create employment in Canada, and can compete on a global scale.
A thorough pitch deck can provide us with a deep understanding into your business, you as an
entrepreneur and the business-market fit in North America. Your pitch deck is evaluated by
esteemed teams of vastly experienced and established Canadian entrepreneurs, mentors and

To streamline a pitch deck for the Start-Up Visa Program, it’s helpful to break down messaging
in a format that will help create a solid business case for your Canadian growth plan. Bookmark
these tips for a pitch-perfect deck.

What does an effective pitch deck for Start-Up Visa Program look like?

What should your pitch deck include?

Elevator Pitch

Applicant Profile

Current Problem




Target Market

Business Model

Canadian and Global Competition

Marketing Plan

Product Demo

Investor Information

Why Canada

Canada Road Map
  1. Elevator Pitch
  2. Applicant Profile
  3. Current Problem
  4. Solution
  5. Innovation 
  6. Traction
  7. Target Market
  8. Business Model
  9. Canadian and Global Competition
  10. Marketing Plan
  11. Product Demo
  12. Investor Information
  13. Why Canada
  14. Canada Road Map

How to make your pitch deck content more effective?

Pitch Decks are the culmination of an intense level of research, strategic thinking and analysis. The best pitch decks rarely come together overnight, or even a week. At TBDC, we receive many applications everyday and our team is trained to find the pearl in the ocean. It is recommended for eligible entrepreneurs to do their homework thoroughly, collate data and create draft material before submitting their final pitch deck. 

The recommendations below will help you find clarity in direction, depth and style of presentation.

How can I write an effective Elevator Pitch?

An elevator pitch is a very concise but convincing description of your venture. Allow TBDC experts to quickly grasp why you are a good fit for the Start-Up Visa program in less than 30 seconds. 

For example, “PhotoOps is a very easy to use photo and video editing mobile app, addressing
marketers and content creators across the globe. Our app uses AI to create intuitive photo edits
and video edits synced to trending music. 20 Marketers and Content creators in the US and
Canada have already tested our product and have witnessed their editing time drop from an
average of 1 hour to 15 minutes.

How can I create a strong Applicant Profile?

Many pitch decks often leave the founder profiles right till the end, not realizing that the
IRCC and TBDC are betting on you as an entrepreneur first. It’s your skills, execution
capabilities and growth potential that we need to be convinced of. Put your best foot
forward. Include the following in your profile slide:

TBDC Tip: Connect your past experience and accomplishments to how it would support the
performance and growth of this venture in Canada. If you have partners, include their profiles

What’s the best way to present the Problem I am solving in my pitch deck?

“If I were given one hour to save the planet, I would spend 55 minutes thinking about the problem” said Albert Einstein
  • What’s the best way to present the Problem I am solving in my pitch deck?

“If I were given one hour to save the planet, I would spend 55 minutes thinking about the problem” said Albert Einstein 

Your problem slide is responsible for convincing us of the pertinence and depth of the problem you’re solving for an international market. It can be a powerful slide that can set your solution up for a grand welcome if done right. Here are some recommendations to create an impact articulating your Problem in this pitch deck.

TBDC Tip:  If your problem is not unique enough or if there already exist solutions for the problem. Briefly state why existing solutions may be inadequate compared to yours.

You may have put in years of work to create your solution. But you have just one slide to distill it down to your designated organization. A solid Solution Slide is focussed and provides an instant Aha! moment to the problem slide. 

TBDC Tip:  Don’t over explain. Avoid long paragraphs, avoid too many images or very long explainer videos. 

This slide is the ideal spot to validate your qualification for the Start-Up Visa Program, because an important precursor for this program is innovation. Innovation doesn’t only mean a unique product or service, but it also means creative business models, winning customer acquisition strategies, disruptive growth plans and more. Get out all the heavy hitters and demonstrate your solution’s ability to become the next big global start up. 

This slide can legitimize your pitch in an instant. Anyone who may have had doubts until now, can be proven wrong with the validation you show here. Here are the statistics you should reveal to build a strong case for your Canadian start-up plan

TBDC Tip:  Spread this across a few slides and get into the specifics with numbers, graphs or flowcharts. If you have traction in Canadian or International markets already – highlight it!

“Customer is King”, this age old mantra has stood the test of time. Any successful company is driven by their customers, if a customer wants it, it would be remiss not to lean into it. By showing a deep understanding of your Target Market, you can prove that you listen to your audience and are insync with their needs, wants, motivations and behavior patterns. 

TBDC Tip:  If you are a young start up, focus on your SOM. Read how to calculate your TAM, SAM and SOM here. 

A business model allows TBDC to get an overview into how your business  functions and most importantly how you make money. A business model slide should be a flowchart representation of your process and revenue generation, not a one-size fits all type of slide. A marketplace business would have a different model to a manufacturing one. A SAAS product would have a different model to a social entrepreneurship business. 

Start by getting these pieces of your business functions together and line them up to create a business workflow.

TBDC Tip: If you’re not sure how to represent your business through a model yet we recommend putting down all your thoughts on the Business Model Canvas. A strategic format created by Swiss business theorist Alexander Osterwalder. This format comes with a specific flow of filling it out – don’t start without getting that right.

Competitors can be direct or indirect. A smart way to find your indirect competition is to work backwards from how your customers are already dealing with the problem you’re solving. Your competition are key resources that inform business strategy, pricing strategy, marketing strategy, positioning and revenue generation strategies. 

For the Soft Landing Program powered by the Start-Up Visa, we need to understand your competitive landscape in context to the Canadian, North American or global market. We encourage you to map out competition from this perspective. 

There are many creative ways to showcase a realistic landscape while still proving that your solution has earned its place.

Infographic to be recreated with TBDC Branding

TBDC Tip:  Include competitors from the Canadian, North American or Global market. 

We all know a Marketing Deck could easily go on for many, many slides. However, the perfect pitch deck should strike a balance between an overview and specifics. Here is a good way to go about balancing the marketing plan detailing. 

Tips: If you don’t already have a marketing team, get a professional to help you with branding and marketing communication content. Your visuals, your brand language are very important factors towards creating a positive association with your venture.Try our selection of marketing podcasts for advice.

Clicking out of the presentation deck is a rare occurrence. It’s useful to keep all the necessary information inside the deck. Use good quality images, concise tables, short videos that are aesthetically pleasing to ensure a comfortable experience.

It is imperative to reveal past funding and investment your start-up has received before this point. You should also add the valuation of your company today. 

You can read recommended valuation methods here

The Start-Up Visa Program allows you to immigrate to Canada and set up your business. As phenomenal as this opportunity is, it is also no easy feat. It takes courage, skills and a fire in your belly to make it as a global start up.

Don’t miss this chance to share your vision for the business and how Canada acst as a launchpad. Include the following to make the best business case for yourself.

The design of your pitch deck opens up a window into your brand style, look, feel and personality. If you do not have a professional designer, you can purchase templates online as well to ensure a professional finish. 

Ready to take the next step with your business? Book a call with our specialist who can help review your pitch deck for our application.

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