Knowing your business inside and out is one thing, but can you convey its essence in an elevator pitch? This is a skill every founder must master. Having evaluated over a thousand pitches as a leader in the Angel Investment Community, I’ve seen many founders miss their golden opportunity by not nailing the pitch.

Your pitch is your first impression and often the deciding factor for investors. Reflecting on my own experience from over two decades ago, I recall having a not-so-great business idea. However, our presentations opened doors to investors who would otherwise have overlooked us. The power of a refined pitch cannot be underestimated. The key was our pitch.

Creating an impactful pitch is more about strategy. With the right checklist, you can ensure your pitch covers all essential elements. I have condensed my experience into a detailed guide that includes pitch deck components, critical dos and don'ts, and advanced techniques. Let's explore what it takes to craft a winning pitch.

A Few Pitch Deck Basics to Get Started

An effective pitch starts with getting the basics right. These essential components ensure that your pitch covers the basics, moving you closer to the next round of funding. Make sure to include these key components:

• One Presenter is Enough

Too many chefs spoil the broth. While you might be tempted to let all founders showcase their expertise, it often leads to overlapping, time overruns, and a disjointed presentation. Having one person deliver the pitch ensures a consistent and focused narrative. The rest of the team can jump in during the Q&A session, demonstrating their expertise without disrupting the flow of the pitch.

• Focus on the Next Meeting

Remember, investment won’t come right away. Think of it like dating; you wouldn’t propose on the first date. Similarly, prepare your pitch deck with the goal of securing the next meeting. Highlight the potential and leave them wanting more, setting the stage for a deeper dive into your business.

• Keep it Professional

You do not need experts to create a professional pitch deck. Focus on a clean, consistent design with concise text. Avoid clutter and low-resolution images. Ensure your font choices, color scheme, and all design elements create a cohesive and polished look, maintaining a unified and professional appearance.

• Avoid Jargon, Speak Plainly

Using jargon doesn't mean you know more. Consider your audience and communicate in a language investors understand. Explain your business idea clearly and concisely. Avoid industry-specific terms that might alienate or confuse. Plain language ensures your message is accessible, and will facilitate better understanding and engagement. Clarity in communication reflects confidence and competence, key to winning investor trust.

• Derivations are a Kill Joy

Investors aren’t interested in seeing complex derivations to understand your market size or LTV/CAC ratio. While detailed calculations show your thoroughness, remember that time is limited and attention spans are short. Present the final, crucial numbers clearly and concisely to effectively convey your business’s potential.

Advanced Pitch Deck Tricks for a Leg Up on Competition

Now that the basics are covered, let’s take it a step further. Going that extra mile can set you apart. Let’s dive into advanced tactics that can make your pitch the key differentiator.

• Dead Seagulls Get the Attention

When addressing plastic pollution, the image of a dead seagull resonates more deeply than statistics. A single, gut-wrenching picture communicates a thousand words and connects with the audience on an emotional level. To effectively highlight your business idea, choose images that are relevant and impactful.

Visuals have the power to evoke strong emotions and drive your message home. Select images that not only illustrate the problem but also underscore the urgency and importance of your solution. This emotional connection can be the key to engaging your audience and inspiring action.

• Skip the Hockey Stick Slide

You're not an established business, and acting like one could be a misstep. While the hockey stick curve might seem impressive, it's overused and often triggers suspicion rather than trust. Show realistic numbers that you can defend, steering clear of vanity metrics.

Focus on the actual drivers of your costs, revenue, and profits. Highlight genuine growth and the fundamentals that set your business apart. This builds credibility and reassures investors of your realistic and achievable growth strategy, avoiding the common pitfalls that make startups appear overly ambitious or untrustworthy.

• Power of One Number

Keep it simple. Bombarding investors with too many numbers is a fast track to confusion and endless questions. Focus on the one statistic that matters most. Just like your business might be complex, but you should explain it in one clear sentence. Keep additional numbers ready for the next meeting, but for now, impress quickly and with less. 

• Pull Strings with Storytelling

Numbers tell investors about growth potential, but a compelling story shows your personal commitment. Investors are looking for a human connection. Like democracy, your business is for humans, by humans, and seeks investment from humans.

Center your pitch around real-life characters to humanize your idea. Craft a narrative that highlights the people behind the numbers, making your pitch more relatable and engaging. A well-told story can tug at the heart and set you apart.

• Address Objections Right Away

If a question keeps coming up during Q&A, address it in your pitch. Pay close attention to the kinds of questions investors ask and use this feedback to improve. By iterating on your pitch based on these insights, you can make it stronger and more convincing over time.

For example, my first company made video games for the blind. Many investors wrongly assumed blind people are intellectually disabled. We added a clever character, Jane, to our story to get rid of this misconception early on.

Always refine your pitch based on feedback to preemptively resolve recurring confusions. Each iteration brings you closer to a pitch that resonates deeply with your audience and leaves fewer questions unanswered.

Conclusion

Perfecting your pitch is an art that gets better with practice. Don’t hesitate to seek help—practice with a cofounder, mentor, or anyone available. At PixelStartups, we create investor-grade MVPs and provide personalized pitch consultation. Having assisted thousands of startups, I work with founders in taking their pitch to the next level. Get in touch with us to find out how we can support your journey to securing investment.