A good unders­tan­ding of your tar­get mar­ket, your cus­to­mers, their problems, your com­pe­ti­tion, your strengths, why cus­to­mer buys. Infor­ma­ti­ve num­bers about your past per­for­mance and futu­re plans. You need to have done your homework so that you know what is impor­tant and what is not and you can tell your sto­ry effec­ti­ve­ly.