Startups 101: How To (Be) Pitch Perfect & Tell Your Story

Pitching isn’t an exact science; there is no perfect formula that will work under all circumstances, whenever tired and tested. Think of it more like cooking-everyone’s got their own approach and twist on the dish, but there are some basic ingredients you need, and those you really don’t want in the mix. So here’s the basic recipe:

1. First Slide

This is your opportunity to hook the audience, whoever that may be- this is the one point when all their attention is focused on you, and a perfect moment to hook them before they start inconspicuously checking their emails and Twitter. Keep it short and captivating, make people want to hear more about it. Avoid the word “disrupt”.

2. What’s The Problem?

That’s something you should ask yourself before founding a startup, in fact- what is the problem I am solving? Tell your story through the problem, show how your product helps your users overcome it and how you’re making a world a better place for them. Your pitch is a tale of trial and triumph, of problems and solutions, without the overly dramatic parts and, hopefully, deus-ex-machina solution.

3. Do Your Research!

So you realized that there is a problem and you can solve it- who for? Who are your potential users, how big is your market, what do your users like and how do they get around this problem without your solution? Why is your solution better? One slide of your pitch deck should have a convincing market research and you should be able to answer any questions about this thrown your way- or at least be able to make a (very) educated guess.

4. Have A Business Plan

Sure, you are a startup, you’re going to hit a few bumps on the road, pivot half a dozen times and change your business plan as you go- that does not mean you shouldn’t have a clear, well structured one for your pitch. Everyone knows you’re not clairvoyant and your initial plan will probably not work itself out in the end, but it is important that you show that you can plan ahead, plan wisely and with the information you have.

If you are pitching to an investor, you should have a very good idea about what you’re going to do with the money, where you are going to invest it and how it is going to help you grow.

5. Don’t Lie (About Your Competition)

Don’t lie about anything, for that matter. It’s okay to not know everything (if you can make the afore mentioned educate guess), it’s okay if you’re missing some skills in the team and are aware of that and searching for it.

It’s okay to have competition- everyone has it, even people making space missiles. It’s not okay to lie through your teeth about “not having any”, which is a rookie mistake startups often make. This makes you seem insincere, unreliable and ignorant, and the moment when the person you are pitching to takes out their phone and begins the endless scrolling through their phone after a quick search, showing you just how much competition you have- well, that’s awkward.

Use your competition slide to show you’ve done your homework, that you know your competitors and companies who solve the same problem in a different way, and know why you are better than them.

6. Who Are You, Anyway?

Carlos Espinal from thedrawingboard.me makes a good point about a slide that is often overlooked: The one where you present your team. The age od great ideas winning over the investors is gone now- they are looking for great teams who can get things done. Make sure you get across the gist of who you are, what you can do as a team and what your strong points are.

7. To Sum Up- Sum Up

Your pitch is most likely only three minutes long, but if you’ve used them wisely you’ve said a lot. Sum it up neatly and nicely and fold your final thoughts around one central idea- why someone should invest in you.

There are many ways you can pitch, different styles that work for different audience and founders, but keep in mind these 7 points and make sure that your pitch is truly your story.

Good Luck!