The Pitch DesignersPitch playbook

Pitch playbook / Data room

Make your data room easy to check.

Organise evidence, control access and keep the room consistent with your deck.

By The Pitch Designers · 6 min read · Editorial draft

Make this

An evidence index with owners and access groups.

Bring

Your current plan, source records and open questions.

Sharing map / illustrativeThe right evidence, for the right reader.
StartCompany summaryNon-sensitive introduction and deck
CheckSupporting recordsFinancial and commercial evidence for agreed review
RestrictSensitive detailNamed access, owner and purpose
MaintainRequest and change logCurrent version, open questions and next action

Sharing groups must reflect your actual obligations and recipients; this is not a universal diligence checklist.

A data room should help a reader check what the company has said. A large collection of files is not automatically useful. If the deck, financial model and customer schedule disagree, adding more folders only creates more places to look for the discrepancy.

Start with an index that connects a question to a source, an owner and a current version. Then decide who needs access to which information, at what point in the conversation.

Build an evidence index first.

List the questions an investor is trying to resolve: who owns the company, what customers have agreed to, how the business earns and spends money, what rights it has to the product, and which risks remain. The exact documents depend on the company, transaction and jurisdiction; agree the legal and accounting requirements with the people responsible for them.

The UKRI Energy Catalyst due-diligence guide describes preparation, information organisation and the need to manage requests. It is written for its programme and sector context. Use the organisational principles without treating its list as a universal requirement for a software seed round.

For each entry, record a short title, the question it answers, reporting period, file location, owner, last-checked date and intended access group. Label an unavailable item honestly. An empty folder called “Customer contracts” can conceal work that has not been done. If a document needs professional review, record that state and the responsible person; an uploaded draft should not appear to be an executed agreement.

Share in deliberate layers.

The deck and a non-sensitive company summary may be suitable early in a conversation. Detailed commercial and financial information can follow a concrete request. Personal information, customer-sensitive terms and detailed technical material may need more restricted access. These are sharing decisions, not a fixed legal sequence.

SeedLegals’ data-room guidance describes document permissions and custom access groups. It is a UK-oriented vendor resource, but the practical questions are useful with any tool: who can open a document, can they download it, and can access be removed? Test those settings rather than assuming the folder name controls access.

Use named access where appropriate, review the recipient list, and remove permissions when no longer needed. Do not put passwords, production credentials or unnecessary personal records in the room. Check your obligations before sharing customer information or introducing a reference contact.

Reconcile a claim before uploading its support.

Take one important deck number and follow it back to the underlying records. Check that the source uses the same period, unit and definition. If the deck says recurring revenue, the supporting schedule should not silently include installation fees.

Fictional reconciliation

The deck reports September MRR of $18,000. The customer schedule totals $18,000 of recurring subscriptions at month-end and separately identifies $4,000 of one-off implementation fees. The cash report shows receipts on their actual payment dates.

The three records describe different things. They can all be correct without showing the same total. Add a short reconciliation note explaining the difference instead of changing labels until the numbers appear to agree. Keep definitions with the schedule so a later update does not repeat the confusion.

Use the traction guide to check the claim on the slide, then make sure the room contains enough detail to examine it. A screenshot of a dashboard is not a substitute for a traceable calculation.

Give diligence requests an owner and a status.

Maintain a request log with the exact question, who asked it, the person preparing the response, the due date, the source and the date shared. Record whether the investor has a follow-up; sending a file does not necessarily resolve the question.

If the answer is incomplete, state what is available and what will follow. Do not quietly replace a file that someone is already reviewing. Keep a dated change note and tell affected recipients when a material number or assumption changes.

Choose a simple version convention such as “Revenue schedule — September 2026 — checked 18 October.” Use one current copy and an archive with controlled access. A name like “final_v7_revised” does not establish which file supports the current deck.

Test the room as a reader.

Before sharing, use a separate test recipient to confirm that the intended documents open and restricted documents do not. Check links from the index, exports, permissions and the reporting dates on the files. Remove the test access afterwards.

Ask someone who did not prepare the room to find support for three claims from the deck. Note where they stop or find conflicting information. That is a better test of usefulness than counting documents uploaded.

A well-maintained room also makes the company easier to run. The same definitions and reconciliations can support the next board discussion, operating review or fundraising update. Keep the level of maintenance proportionate: a small company needs clear ownership and reliable records, not an elaborate document portal.

Put it to work / TPD exercise

Make it specific to your company.

Download the evidence index. The file contains fictional example rows you can replace. It stays on your device.

Entries stay in this page and are not saved. Download before leaving.