WHO, WHAT and WHERE – The Three Checks Of An Impactful Business Presentation

January 29, 2019| slideuplift
WHO, WHAT and WHERE - The Three Checks Of An Impactful Business Presentation

Building an effective business presentation is part art and part science. This article discusses the three most important factors that form the basis of every successful presentation.

Making an impactful business presentation  is a balanced combination of both art and science.

In this article, we will detail the three most important factors that form the basic foundation of every successful powerpoint presentation.

THE WHO: Know Thy Audience!

THE WHAT: Know Thy Message!

THE WHERE: Know Thy Environment!


Knowing your target audience is the first key step in making your business presentation. The more you find out about your audience, the more you can adapt your message to the interests, values, beliefs, and language level of the target audience. You are on a journey to find common ground in order to identify with your audience.

Ask yourself the following questions, to get into the shoes of your audience –

  1. Who will be there? – age, occupation, field, education, experiences, preconceptions, background
  2. Why are they there and do they really want to be there – their motivations?
  3. What are they expecting? What benefit will they get from listening to you?
  4. What do they know already about your subject?
  5. Are they likely to understand technical terms and expressions?
  6. What has gone on before your business presentation?
  7. What questions are they likely to ask?
  8. What do you want to get from giving the presentation? (your objective)
  9. What do they want to get from your business presentation? (their benefit from attending)

Asking questions like this will focus you on what actually needs to be delivered. Once you collect data about your target audience, you are ready to summarize your findings and select the structure, content, and slide design that is best suited to your particular audience.

To summarize, each business presentation should have its design and content, tailored specifically to the type of target audience. For example, a business pitch to investors clearly needs to highlight the problem you are trying to solve, and how your innovation will address the problem. Given limited attention span of investors, it needs to be short and to the point.

Click on the link to find a few examples of Pitch Deck templates that keep the audience (Investor) in mind.


Once you are clear on who you are delivering to, the next important question is, what exactly do you want to deliver. The message is the key. It is the whole reason you are giving the business presentation. Hence you should be absolutely clear on your objective, and what is the information you want the audience to take away with them. The action you want the audience to do, once they leave the business presentation, is known as the Call to Action. If your audience does not know what they should do, after watching your presentation, then it has been a futile effort. And this Call to Action cannot be the same for all audiences, even for the same topic. The following framework will help you develop key messaging for your target audience

  1. First, think about the reason you are giving this business presentation. What is your objective? Are you trying to spread awareness about a cause, or trying to impress some information on a target group?
  2. Once you are clear about this, decide and write the exact message, you want the audience to take back with them.
  3.  Next, write down your talking points, arrange them, and then split them in PowerPoint slides, to create the outline of the powerpoint presentation content. Make sure you keep in mind the first check, The Audience while creating the content and outline.

Now that you have the content, the outline, and a basic slide design in mind; it is time to address the where of the presentation.


This check corresponds to the environment in which you are giving the business presentation. The place of presentation affects the presentation design heavily. The powerpoint slide design you make on your personal screen might look totally different in the place you are presenting in. The screen size, projector quality, aspect ratio, sound quality, size of the room, lighting in the room, etc. are all factors that affect how your business presentation looks to your audience.

Other than that, the size of the audience also affects the powerpoint slide design. Are you presenting to a group of 10 or a crowd of 1000? Or is it online and to be viewed on screens and devices? For example., the size and type of the font you can use depends on this, as the content might become illegible to the audience.

As a lot of these factors become unpredictable before the business presentation, it is best to play as safe as you can. So here are some do’s and don’ts, to avoid the most common mistakes.

  1. Never use red text. When projected, the red text becomes really bright and illegible and puts a strain on the eyes.
  2. Always use a classic typeface. Ditch the fancy fonts, as mostly they cause the audience to work hard in reading the text. Google Fonts is a great way to test fonts.
  3. Do not use bright blue and bright red on the same powerpoint slide. It strains the eyes. Similarly, bright red and bright green together are also a bad idea, as it is the most common type of color blindness.
  4. Choose the scale of your infographics, and the size of the fonts, according to the size of the room and audience. If your audience can’t see or read your powerpoint slides, then your effort is wasted.
  5. Don’t use low-resolution images.
  6. Don’t overload individual powerpoint slides too much. It will definitely appear messy and incomprehensible.
  7. Pretend as if WordArt and ClipArt features do not exist in PowerPoint.

Below is the example of a poorly designed business presentation w.r.t the environment for which it has been prepared.

First of all, the presentation below is verbose, has too many bullet points and smaller font size which are not legible. Secondly, the lighting of the room interferes with the visibility of the presentation. The environment here is a big hall, and hence too much information on the screen, makes the powerpoint slide look cramped and uncomfortable. It is hard to read. People sitting in the back and people with poor eyesight will have extreme trouble discerning the text.

Final Step:  

Now that you know your target audience, the exact message you want to deliver, and the environment in which you will be delivering the business presentation; the next step is designing your business presentation content into impactful PowerPoint Slides. Organizing your presentation content into a visually engaging story is arguably the best way to present.

Look at one example which shows the power of strong visuals in communicating your point.  Looking at the powerpoint slide, you immediately get the idea that the slide design talks about 22 females and 45 males. It is probably a survey result, or a statistic is presented. Look at how the color of these visuals contrasts beautifully against the powerpoint background and the text. This makes the statistics pop out, and it immediately catches the eye. So even if the audience does not read the rest of the text, the message from this powerpoint slide is loud and clear to them. This information will remain with the audience, even if they forget the rest, which was your goal in the first place

Even if you have text-heavy powerpoint slides, you can still make them look visually amazing. Read the article on hacks on converting dull bullet points into great-looking powerpoint slides.

Or simply head over to SlideUpLift to download pre-built professional PowerPoint templates. It will save you tons of time and your powerpoint slides are guaranteed to look great. These business presentation templates are 100% editable, instantly downloadable and are specifically designed to meet professionals’ PowerPoint needs.


In nutshell, the design of a business presentation should be appealing when presented, resonate with the target audience, and reinforce the message of your content. So from now on for every PowerPoint slide of every business presentation you make, always be crystal clear on The Who, The What and The Where of the presentation. These three checks will ensure that your presentation never fails to inspire. Each powerpoint slide of your business presentation will completely align with your Target Audience, Message, and Environment and you will definitely leave the impact you want with your presentation.

About SlideUplift:

SlideUpLift is an online platform to help professionals make compelling presentations using principles of vision science and storytelling. The platform contains an online library of pre-designed presentation templates that can be used across industries and functions

Check out our library of Free PowerPoint templates which is weekly updated to serve the presentation needs of professionals. You will find out the simplicity and ease in downloading the editable template, filling it with your content and building world-class presentations in just a few clicks.

Categories: blog, Business PowerPoint Presentations

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