The second flavor of pitchbooks is the deal-specific pitch. While a general pitchbook does not differ much from deal to deal, bankers prepare offering pitchbooks specifically for the transactions (for example, an IPO or proposed sale of the company) they are proposing to a company's top managers. Deal-specific pitchbooks are highly customized and usually require at least one analyst or associate all-nighter to put together (although MDs, VPs, associates, and analysts all work closely together to create the book). The most difficult aspect to creating this type of pitchbook is the financial modeling involved. In an IPO pitchbook, valuations, comparable company analyses, and industry analyses are but a few of the many specific topics covered in detail.

Apart from the numbers, these pitchbooks also include the bank's customized selling points. The most common of these include:

• the bank's reputation, which can lend the offering an aura of respectability
• the performance of other IPOs or similar offerings managed by the bank
• the prominence of a bank's research analyst in the industry, which can tacitly guarantee that the new public stock will receive favorable coverage by a listened-to stock expert
• the bank's expertise as an underwriter in the industry, including its ranking in the "league tables" (rankings of investment banks based on their volume of offerings handled in a given category)