Journal of Technical Writing and Communication Jun 2026 Open Access

Revising the Problem Statement in Startups’ Pitch Decks: What Do Changes Tell Us About Communicating Value at an Early Stage?

Noemi Godoy University of La Serena ; Omar Sabaj University of La Serena ; German Varas ; Felipe Martínez University of La Serena ; Clay Spinuzzi The University of Texas at Austin ; Pedro Cares University of La Serena

Abstract

Early-stage entrepreneurs iteratively revise problem statements (PS) in their pitch decks to persuade audiences of the value of their solution. This study examines how startups seeking funding within an accelerator program revise their PS during training. We analyzed initial and final versions of 66 pitch decks startups produced in Startup Chile in 2017–2018. A quantitative analysis showed that versions changed in their components and media choices, including increased references to existing solutions as well as more statistical evidence. A qualitative content analysis of three specific deck pairs showed that relationships across these edits sometimes impaired the argument coherence of the pitch, specifically the proposed problem–solution fit. We conclude with implications for entrepreneurship education programs.

Journal
Journal of Technical Writing and Communication
Published
2026-06-15
DOI
10.1177/00472816261460397
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Open Access
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