Make the argument land

A consulting deck is an argument, not decoration: lead with the answer, prove it beside the claim, close with the decision. This deck is built that way — and shows you how.

02 Part one
Part one

The case, in four moves

Answer first, then the evidence, the options, and the decision.

02 / 32
03 Horizontal logic

Lead every slide with the answer, not the label

A topic label

"Q3 revenue"

Tells the reader nothing. They have to dig for the point.

An action title

"Revenue grew 18%, carried by enterprise"

Read the titles alone, top to bottom — the whole story is there.

03 / 32
04 In one slide
Executive summary

Buy the platform and partner on delivery — faster, cheaper and lower-risk

  • 01

    Building in-house takes nine months and carries the most risk for the least control gained.

  • 02

    A platform ships in three months and covers 80% of the requirement out of the box.

  • 03

    A delivery partner closes the gap with no permanent headcount commitment.

04 / 32
05 Structure

Break the question into parts that don’t overlap

The question

How do we grow margin?

Branch A

Sell more

New logos, larger deals, less churn.

Branch B

Charge better

Pricing, packaging, discount discipline.

Branch C

Spend less

Cost to serve, automation, vendors.

05 / 32
06 Evidence

Put the evidence right beside the claim

A claim earns belief when the proof sits next to it, not three slides later.

  • ·The text states the so-what
  • ·The chart carries the number
  • ·One reads the other

Source: illustrative.

FY22FY23FY24121931
06 / 32
07 Compare

Compare the segments on one shared scale

Same chart, same axis — so the eye compares shape, not scale.

EMEA
81217FY22FY23FY24
Americas
111519FY22FY23FY24
APAC
4713FY22FY23FY24

Source: illustrative.

07 / 32
08 Evidence

Pair two lenses when one chart cannot carry the point

Different chart types, one message each — the title states the combined so-what.

Revenue share by segment
Enterprise · 54% Mid-market · 31% SMB · 15%
Growth by segment, % YoY
EnterpriseMid-marketSMB28114

Source: illustrative.

08 / 32
09 Framework

Frame the choice on the two axes that matter

High value · Low effort

Do now

The obvious wins — start here.

High value · High effort

Plan

Worth it, but resource it properly.

Low value · Low effort

Maybe

Fill-ins, only if idle capacity.

Low value · High effort

Drop

Politely decline.

Higher value ↑
Lower effort
Higher effort
09 / 32
10 Compare

Make every comparison a real table

OptionCostTimeRisk
Build in-houseHigh9 moHigh
Buy a platformMedium3 moLow
PartnerLow6 moMedium

Source: illustrative estimates.

10 / 32
11 The numbers

Anchor the story in three numbers

18%
Revenue growth, year on year.
▲ 4 pts vs FY23
3.2x
Enterprise ARR since FY22.
▲ 1.1x vs plan
−40%
Cost to serve, after automation.
▼ 12 pts vs FY23

Source: illustrative.

11 / 32
12 The quarter

Review the quarter on one screen, one tile per question

Revenue, €m
Q1Q2Q3Q414161923
NPS trend
Q1Q2Q3Q4
Cost mix
People · 62% Tools · 23% Other · 15%
−40%
Cost to serve since FY22 — the number the board asked about.
12 / 32
13 Drivers

Group your reasons so they don’t overlap

Demand

More buyers, larger contracts.

Delivery

Automation cut the cost to serve.

Pricing

A tier the market accepted.

Three drivers, no overlap — that is what MECE means.

13 / 32
14 The plan

Hold four parallel moves on one screen

Workstream 1

Stabilise the core

Fix churn in the two at-risk accounts before anything else.

Workstream 2

Price the new tier

Launch the mid-market tier the pilot validated.

Workstream 3

Automate delivery

Roll the onboarding automation to every region.

Workstream 4

Staff the gap

Two hires in customer engineering by Q3.

Four cards, one glance — use a 2×2 of cards when the moves are parallel, a flow when they are sequential.

14 / 32
15 How it works

Run it as four steps, not one big bang

Step 1

Diagnose

Step 2

Pilot

Step 3

Scale

Step 4

Embed

15 / 32
16 So what
The point

A chart is not an argument. Say the so-what out loud — what should the reader now believe, and do, because of this number?

16 / 32
17 Roadmap

Sequence the work over three horizons

0–3 months

Prove it

Pick two use-cases, ship one pilot, set the guardrails.

3–6 months

Scale it

Roll the winner to a full team; retire the manual path.

6–12 months

Embed it

Standardise tooling, train the org, make it the default.

The bet

Move fast on the pilot, slow on the platform — reversible steps first, lock-in last.

17 / 32
18 Scorecard

Score the options where the numbers run out

Option
Cost
Speed
Risk
Fit
Build in-house
Buy a platform
Partner

○ none · ◕ partial · ● strong

Source: team assessment, illustrative.

18 / 32
19 Value bridge

Margin moves from 90 to 100 across four levers

90
Start
+14
Price
−6
Mix
+10
Volume
−8
Cost
100
End
Increase Decrease Total

Source: margin bridge, FY23 → FY24 (illustrative).

19 / 32
20 Workplan

Four workstreams land the platform by Q4

Q1
Q2
Q3
Q4
Platform
selection
Select & sign
Implementation
Configure & integrate
Data migration
Migrate & validate
Enablement
Train the teams
Go-live

Source: programme office, illustrative.

20 / 32
21 Journey

The journey breaks where evaluation meets procurement

1

Discover

Finds us via search and peers; pricing is opaque at first touch.

Moment that matters

First demo booked in under a week.

2

Evaluate

Runs a pilot; security review stalls for three weeks.

Moment that matters

Pilot data imports without IT help.

3

Buy

Procurement restarts the conversation; champion fatigue sets in.

Moment that matters

One-page order form, e-signed.

4

Onboard

Setup is fast but training lags; usage dips in week two.

Moment that matters

First team hits value in 14 days.

5

Expand

Renewal is smooth; expansion waits on a business case.

Moment that matters

Second team self-serves a workspace.

Source: 24 buyer interviews, Q2 — illustrative.

21 / 32
22 Value drivers

Profit hinges on price discipline, not volume

Operating profit

€ 84m

Revenue

€ 640m

Cost

€ 556m

Volume

1.6m units

Avg. price

€ 400

Fixed cost

€ 212m

Variable cost

€ 344m

×
+

Source: FY24 management accounts, illustrative.

22 / 32
23 Open canvas

How the business actually fits together

One page: who we serve, what we must own, and where the money comes from.

Who we serve
Mid-market teams shipping a deck most weeks
What they get
A finished, on-brand file in one pass
How they arrive
Word of mouth, then the free prompt page
Must own
The template contract and the converter — the two things nobody else has
Can rent
Hosting, payments, the model itself
What it costs
Engineering time; almost no marginal cost per deck
Where the money is
Teams standardising on one deck format, paying per seat
23 / 32
24 Progress

Where the rollout stands

Teams migrated to the templateon track86%
Twelve of fourteen teams have moved; the last two land next sprint.
Decks converting without a manual fixwatching64%
Charts are clean; the remaining gap is hand-drawn diagrams.
Legacy files still on the old masterblocked31%
Waiting on the brand refresh before we touch them.
24 / 32
25 Activation

Of 1,000 trials, 163 become paying teams

Two steps — the first invite and week two — cost more than the other five together.

1,000Started a trial
−46Never opened it
−131No data imported
−86Stalled in setup
−239Never invited a colleague
−217Lapsed in week two
−94Budget refused
−25Churned in month two
163Paying
25 / 32
26 Architecture

Four tiers, one shared foundation

01

What customers touch

Everything a person opens, and nothing that stores.

Web appMobilePartner widget
02

The API edge

One gateway: auth, rate limits, and every audit record.

AuthRate limitsAudit log
03

Domain services

Nine services, each owning its own store.

BillingDocumentsIdentity
04

The data foundation

One warehouse every tier reads from, and nothing writes around.

WarehouseEvent bus
26 / 32
27 Data platform

Four systems, and everything crosses one link

Three of these edges fail loudly. The replication into the warehouse fails quietly.

01 · Ingest

Event stream

38 sources, change data capture

02 · Warehouse

Analytics store

The only place all four agree

03 · Models

Semantic layer

412 metric definitions

04 · Activation

Dashboards and sync

What the business acts on

replication · 12 min lag
nightly build
governed metrics only
write-back
single point of failure
27 / 32
28 The engine

The loop compounds, and one step leaks

Every turn should add users. Activation is where the turn loses them.

More users

Every new team adds sources

Better data

Volume sharpens the defaults

Better product

Fewer steps to a finished deck

Each turn should cost less
than the one before it
sharpens
attracts
feeds
activation drop −38% lag 11 days
28 / 32
29 The plan

Four quarters, three workstreams, two dependencies

Everything below the migration waits on the migration.

Q1Q2Q3Q4
PlatformAna R.

Billing migration

Old ledger retired

Second region

EU write path live

ProductJonas W.

Usage pricing

Needs the new ledger

Self-serve upgrade

No sales call under €5k

blocked until Q2
SupportMei L.

Ticket triage

One queue, one owner

Migration backlog

Two regions to answer for

needs 2 hires
29 / 32
30 The ask

Three decisions today hold the March go-live

Decision 1

Approve €400k for the migration

Unblocks the February parallel run; the capacity is already contracted.

Decide by 14 Feb · sponsor: CFO

Decision 2

Confirm the preferred vendor

Holds the quoted price to quarter end and releases the integration team.

Decide by 28 Feb · sponsor: COO

Decision 3

Release two trainers

Protects the cutover date; without them training slips two weeks.

Decide by 7 Mar · sponsor: HR

30 / 32
31 Risks

Every open risk carries an owner and a date

RiskImpact if it landsMitigationOwnerSeverity
Data migration slipsParallel run misses FebruarySecond extraction window booked; dry run 12 FebR. OkaforHigh
Vendor withdraws€180k re-tender and six weeksContract signed by 28 Feb; runner-up held warmM. LindqvistMedium
Training capacityCutover lands on an untrained deskTwo trainers requested today; content is readyS. HaddadMedium
Legacy reconciliationRe-work discovered late in UATProfiling complete; cleanup sprint in JanuaryData leadLow

Source: programme risk log, 31 January

31 / 32
32 Decision
Next steps

Close with the decision and the first step

Recommendation

Buy the platform; partner on delivery.

First step

Shortlist three vendors by month-end.

32 / 32
1 / 6 Save a PDF at unpaper.ai