Telling Your Startup Story: 4 Expert Tips to Create the Perfect Investor Pitch for Your New Business

Your pitch has to persuade people that your startup is going to be successful, but also that you’re the one who will take it there.

When it comes to pitching, the odds often seem stacked against startups. Investors reportedly look at pitch decks for only 3 minutes and 44 seconds, and for every 1,000 pitches an investor hears, they only fund 100 companies. But investors aren’t in short supply, so there has to be another reason why the window of opportunity is so slim. What if the problem is how founders are telling their startup story?

Think back to when you were a kid. What were the stories that engaged you most? Had you sat upright on your bed, wide eyed, and pleading for your parents to keep reading? Probably the ones that had a strong main character, a detailed background, and were just short enough to get your full attention. In many ways, the best investor pitches have the same traits. 

Here’s how to create the perfect investor pitch, with tips from the experts:

Know your value, market, and investors.

Before you find yourself in a room full of investors, there are three core areas you need to dive into. First off, define exactly what your value is—that means, what customer pain point you’re addressing, how you’re solving it in a new or better way, and why people will be willing to pay for your solution. Start by conducting a number of user interviews to get qualitative data and direct quotes from your targeted audience. Then collect any early traction like sign-ups to free trials, social media engagement, and letters of intent to include in your presentation. 

Next, look at your market size. This is arguably the most important element of your pitch, because if you can’t demonstrate that there is a sizable group of people who need your product or service, no investor is going to consider you. You also need to show that you’re aware of your competitors, and how your market is changing. Look at relevant trends, reports, and expert opinions to ensure that you know your market inside and out; the more in-depth your understanding of it, the stronger your case will be for your new offering.

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