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How to Effectively Pitch a Business Idea

• 27 Aug 2020

You’ve identified an underserved need and validated your startup idea . Now it’s time to talk about your business to potential investors. Yet, how do you effectively communicate your idea’s promise and possible impact on the market?

Pitching a business idea is one of the most nerve-wracking parts of any entrepreneur’s journey. It’s what stands in the way between your vision and the financing needed to turn it into a reality. Although daunting, there are steps you can take to ensure a greater chance of success.

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What Makes a Great Pitch?

To make a successful pitch, entrepreneurs must exhibit several characteristics to convince investors to fund their innovative ideas .

Every entrepreneur needs an intricate understanding of their idea, target market, growth strategy, product-market fit , and overall business model . This differentiates your business concept and solidifies the steps needed to make it a reality. The perfect pitch shows investors your proof of concept and instills confidence that they can expect a return on investment .

Another crucial component of a successful pitch is understanding the venture capital (VC) ecosystem.

“It’s critical for entrepreneurs to understand the background and motivations of venture capitalists so when entrepreneurs seek them out to help fund their venture, they know what to prioritize in a firm and how to build a strong, trusting relationship,” says Harvard Business School Senior Lecturer Jeffrey Bussgang in the online course Launching Tech Ventures .

To secure funding and support, here are essential steps to ensure your pitch is effective.

How to Pitch a Business Idea

1. know who you’re pitching.

Some entrepreneurs try to get in front of every investor, despite their industry expertise or firm’s investment stage. Consider that, when you accept an investment, it’s about more than money; you enter a partnership. You must perform your due diligence and research potential investors before making your pitch.

When researching, ask yourself:

What industries do they invest in?

A VC firm’s industry focus depends on what the partners’ niche is and where their passions lie. Some firms specialize in a particular sector, such as financial technology (fintech) or education technology (edtech).

For example, Rethink Education is a venture capital fund that invests in early- and growth-stage edtech startups, while Blockchain Capital is dedicated to financing companies innovating in the crypto market. Others are generalists and span several industries.

Knowing the types of companies the firm invests in can help you tailor your pitch and zero in on their presumed priorities.

What stage do they invest in?

If you’re in the earliest stages of business development, you won’t receive growth equity, which is reserved for mature companies that need capital to expand operations, enter a new market, or acquire another business. Before making your pitch, have a rough estimate of the money and resources you need to launch, and then align yourself with investors who can help at that particular stage.

What’s the investor’s track record?

Dig deeper into the investor’s experience and investment history to determine the types of companies they typically finance, the background knowledge they might already have, and whether your personalities will mesh. This information will enable you to modify your pitch and determine if this is the right person or fund to partner with.

“The best venture capitalists become trusted partners and advisors to the founders and team,” says HBS Professor William Sahlman in the online course Entrepreneurship Essentials . “They help recruit key employees. They introduce the company to potential customers. They help raise subsequent rounds of capital. In some cases, they signal that the firm they've backed is a winner, which helps make that assertion true.”

Given the benefits and high stakes, the more you know going into a pitch, the better.

2. Consider How You Present Yourself, Not Simply Your Idea

Although your ideas and skills matter , your personality is equally as important. According to research published in the Harvard Business Review , venture capitalists’ interest in a startup “was driven less by judgments that the founder was competent than by perceptions about character and trustworthiness.”

Investors also want to know they’re entering a partnership with the right people. Jennifer Fonstad, co-founder of Aspect Ventures , acknowledges in Entrepreneurship Essentials that her investment firm “thinks about team and team dynamics as being very critical.”

Investors want to know whether the founders have worked together before, if your startup’s early hires have complementary skill sets, and whether you’ll be flexible, open-minded, and willing to embrace different perspectives.

Think about this as you prepare your pitch. If investors poke holes in your idea, will you get defensive? When they ask for financial projections, will you exaggerate the numbers? Hopefully, your answers are “no”—firms want to partner with founders they can trust who are open to guidance and mentorship—but if you’re second-guessing your reactions, consider what you might be asked and practice your responses.

As Sahlman reinforces in Entrepreneurship Essentials : “Most experienced investors look at the people first and the opportunity second. Even when a team is young and inexperienced, an investor depends on them to make the right decisions.”

3. Tell a Story

When describing your business idea, zero in on the problem you address for your target audience and how you solve it better than the competition. You could do this by presenting a real-life scenario in which you describe the pain point a current or prospective customer faced and how your product or service fixed the issue. This can help engage investors on a personal level and inspire them to see your idea’s potential.

By complementing your spreadsheets and charts with a compelling story, you can paint a fuller picture of your startup’s future and more effectively highlight its business opportunity.

4. Cover the Details

While it’s important to set the stage, you also need to cover the specifics. In your pitch deck, concisely define your value proposition and share a memorable tagline for investors to leave the meeting with.

According to Bussgang in Launching Tech Ventures , every pitch to an investor should contain the following:

• Intro: Focus on answering important questions like who you are, why you’re asking for funding, and what your founder-market fit is.
• Problem: Talk about your ideal customer’s pain point and how you plan to solve it.
• Solution: Explain how your idea is a compelling solution and why it’s better than existing solutions.
• Opportunity and Market Size: Provide your total addressable market (TAM), serviceable addressable market (SAM), and serviceable obtainable market (SOM) through research.
• Competitive Analysis: Understand your unique differences in the market that can help you sustain a competitive advantage.
• Go-to-Market Plan: Clarify how you’re going to reach your customers.
• Business Model: Describe how you’re going to make money.
• Financials: Define what your financial projections are and how you’re going to provide returns for investors.
• The Ask: Detail how much funding you need, how long it will last, and what milestones you hope to achieve.

“VCs will expect entrepreneurs to clearly define the milestones they need to achieve with each round of funding,” Bussgang continues. “Entrepreneurs should know what experiments they will run to reach these milestones and what they expect the results will be.”

5. Show the Roadmap

Although you’re in your business’s early stages, investors want to know how they’ll cash out in the end.

“To truly understand the motivations behind VC firms, remember that they are professional investors,” Bussgang explains in Launching Tech Ventures . “Their objective is to generate the maximum return for their limited partners with a dual fiduciary duty to their investors and the company.”

To clinch your pitch, highlight your exit strategy and the options available.

The most common exit strategies include:

• Acquisition: When one company buys most or all of another company’s shares to gain control of it
• Merger: When two existing companies unite into one new company
• Initial Public Offering (IPO): When a private company issues its first sale of stocks to the public and can start raising capital from public investors

Related: What Are Mergers & Acquisitions? 4 Key Risks

3 Kinds of Pitches for Entrepreneurs

While all effective pitches share foundational elements, you should use different types depending on the scenario. To increase your chances of success, tailor your pitch to your audience and the available time frame.

1. The Elevator Pitch

This is one of the most popular pitches. Use this when you need to communicate their startup’s value in 60 seconds or less.

An effective elevator pitch should be concise, convincing, and convey your startup’s value proposition and differentiators. For tech business ideas, mention the innovative technology that sets your concept apart. At the end, include a call to action, such as the amount of capital required to launch.

2. The Short-Form Pitch

You should portray your business idea’s value to prospective clients and investors as efficiently as possible. This means summarizing the most important elements of your idea in a way that makes them want to hear more. Highlight the market size, how you’ll create barriers for competition, your plan to monetize the business, and how much financing you need.

Short-form pitches can run from three to 10 minutes; if you’re pitching in a competitive setting, note any length requirements. These shorter pitches can pique investors’ interest and earn you the chance to present a long-form pitch.

3. The Long-Form Pitch

Sometimes, you’re fortunate enough to have more than a few minutes to pitch your idea. If this opportunity presents itself, it’s crucial to make the most of your time and address every aspect of your business plan.

“You’re not just trying to start any business,” Bussgang says in Launching Tech Ventures . “You’re trying to create a business that’s profitable, sustainable, and valuable.

Zero in on your story and share a real-life scenario. Detail the market size to illustrate demand and clear examples of how you’ll attract and retain customers, particularly in light of competitors. This will show you’re planning for—and ahead of—future challenges.

You should also have a blueprint for testing product-market fit and early results, along with a detailed monetization plan. Lastly, share your exit strategy and the amount of capital needed to, one day, achieve it. Your long-form pitch should communicate your business concept clearly and concisely, open the possibility for follow-up questions, and capture the investors’ interest.

Consider preparing all three pitch lengths to be ready for any opportunity. It’s important to stay agile so you can modify your pitch to fit specific length requirements.

Landing the Pitch

Every investor prioritizes different data and information. Yet, if you start by choosing the right investor and then align their needs with your proposed market opportunity, value proposition, and exit strategy, you have a chance at landing the pitch.

“In some ways, startup success depends just as much on whether your hypothesis about the future is right, as it does on whether your idea is a good one,” Bussgang explains in Launching Tech Ventures .

As a result, it’s important for you to do your due diligence before pitching your business idea to investors.

If you’re interested in learning more about what investors look for and how you can create value, explore Entrepreneurship Essentials and Launching Tech Ventures , two of our entrepreneurship and innovation courses . Not sure which is the right fit? Download our free course flowchart to determine which best aligns with your goals.

This post was updated on July 28, 2023. It was originally published on August 27, 2020.

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How to Make a Successful Business Pitch: 9 Tips From Experts

You’ve just had your lunch, and you’re about to get back to work. 

While making your post-lunch tea (or coffee), you can’t stop thinking about being your own boss. 

You wonder if it’s about time for you to turn your side hustle into a full-time business and become an entrepreneur. 

Or perhaps you want to propose the idea of a four-day workweek to your CEO. 

If you want to introduce investors and prospects to your business idea and convince them to take the plunge with you,  you need a strong and persuasive business pitch. 

How to create a persuasive business pitch according to experts 

The good news — it’s possible to craft a convincing and successful business pitch. 

Even better news: This Piktochart business pitch guide shows you how. 

Grab your drink of choice and take notes as we explore the different ways to pitch business ideas (from a sales-style elevator pitch to an innovative workplace pitch), as well as understand what makes a great business pitch. You’ll also get a glimpse into our business pitch templates, and learn expert advice from those who have pitched their way to success (and failure too). 

You can also watch the video below if you don’t have time to go over this guide. It’s also easier to follow along if you sign up for a free Piktochart account and edit the templates yourself (learning by doing).

What is a business pitch? 

A business pitch is a presentation of a business idea to a group of people who can help turn your idea into a reality.

You can pitch to: 

• Investors who can help fund your idea
• Potential customers who will pay for your product or service
• Advocates who will support your idea

In some cases, a business pitch doesn’t have to be all about presenting a new idea. You could be asking for more funding or continued support for an already established business venture. 

Whether through an investment, purchase, or advocacy, a business pitch becomes successful if you can convince people to believe in your idea or pique their interest and get them to learn more. 

Now that you understand what a business pitch is, let’s take a closer look at the different types of business pitches. 

Types of pitches in business

Your business pitch can be narrowed down to the following five types of presentations: 

1. Investor pitch

In this type of business pitch, you present a  persuasive presentation or pitch deck to a group of potential business partners and/or investors. 

Sign up for a free Piktochart account to get started on creating professional-looking pitch deck templates that you can edit in minutes.

An investor business pitch should typically last for 45 minutes . The best practice for this type of pitch is 20-30 minutes of presentation followed by discussion or a Q&A afterward.

Alternatively, business pitch competitions follow a different best practice. These presentations should last around five to 10 minutes and focus on pitching to investors.

Lastly, the most stringent type of business pitch is most commonly referred to as an ‘elevator pitch’, and should only last around 30-60 seconds.

Let’s dive in so you can learn how to make the perfect business pitch!

2. Sales pitch 

The goal of a sales pitch is to answer the question “What’s in it for me?” from the lens of the potential customer. 

The best and most effective salespeople can make a sales pitch in as short as one minute. Also known as the ‘ elevator pitch ‘, this type of business pitch should be able to be delivered in a single elevator ride (30-60 seconds on average). In this format, a short sales pitch should include four key components:

• Your unique product name and category
• The specific problem you are trying to solve
• The innovative solution you offer
• the unique selling point of benefit to your solution

3. Product pitch 

A product pitch is similar to a sales pitch, however, the spotlight should be on the product and/or solution itself. 

For example, a sales pitch for an email automation software will highlight one or two of its benefits. Meanwhile, a product pitch of the same automation software will focus more on its features, how it works, and how you can integrate the software into your existing setup. 

In a product pitch, you should aim to:

• Explain your product or offering clearly and concisely
• Identify and address the target audience and/or industry your product supports
• Specify the problem the aforementioned faces and how your solution can solve it
• Provide a realistic example of your solution in action
• Make sure to use accurate facts backed up by relevant and recent data

4. Job pitch 

If you’re applying for a job or internship and you’re wondering how you can stand out from the crowd (consisting of your peers and other qualified applicants), consider pitching yourself to a prospective employer. 

Applying the same logic used for a sales or product pitch deck; sell yourself!

A job pitch or personal summary pitch should be concise, personalized, and consistent. In a job pitch you should include:

• A brief introduction to you
• An explanation as to why you’re a great fit for the company and role
• Relevant experience and achievements
• Your goals and career aspirations

“It’s not about bragging or showing off — it’s about giving the other person evidence that you can actually do what you say you can do,” assures Starla Sampaco , TV news anchor at KCTS 9 and founder of Career Survival Guide .

5. Workplace pitching 

Do you have an idea or initiative that will help your colleagues and help boost the company’s profitability?  Pitch it internally within your workplace, to your team or boss! 

For example, you can pitch a  remote-first culture  or the four-day workweek to your HR, and/or the rest of the leadership team.

Another workplace pitch example? Maybe you might want to propose the creation of a new role in your team which can help advance your career and address a challenge in the organization at the same time. 

To do this, simply create a pitch deck including your main points, the benefits, and proposed next steps to turn your idea into a reality. Piktochart’s workplace pitch decks can help you get your point across through our workplace templates.

The structure of a successful business pitch 

If creating a business pitch sounds intimidating, the team at Piktochart has your back. 

You can address this worry by making sure that you have a business pitch structure that is sure to succeed, using our tips & templates. 

When you have a formulated pitch deck structure, template, and agenda, you’ll know exactly what you’re going to say next, taking the bulk of the stress out of presenting. Additionally, these best practice presentation structures make your business pitch more memorable to your audience and leave a lasting impression. Statistically, it turns out that people retain structured information up to  40 percent more accurately  than information presented in freeform. 

The WHAC Method

Whether you’re pitching to a group of potential investors or you’re selling real estate, use the WHAC method when structuring your perfect business pitch. 

The WHAC method is introduced in  The 3 Minute Rule   by Brandt Pividic, an award-winning film director and television producer. He wrote the book to detail his experience and tips as he made hundreds of pitches in Hollywood. 

This well-known WHAC method stands for: 

What is it and what do you offer? 

You start your business pitch by answering the questions: what is it, and what do you offer? 

At this point, you share your business plan and quickly outline the problem and solution you offer. For example, let’s say that you want to pitch the idea of having a UX researcher on your product team. 

You list down existing problems and challenges that your team and/or organization are currently experiencing without a dedicated UX researcher. Afterward, you propose your solution — hiring someone who can step in and do user research. 

How does it work? 

Next, explain your proposal. Provide a quick summary of the benefits of your solution. In our example, share how the UX researcher will help the product team accomplish its objectives.

It can be tricky explaining how your business idea works. Figuring out how to deliver this information in an entertaining and simple manner can turn potential investors into partners, as we’ve seen from some of the best startup pitch decks .

Since you don’t have much time and attention spans are short, the key is to boil down how your idea works into a few key points. Explain how it works from a high-level overview and weave this in as part of your compelling story.

Are you sure? 

Once you have provided the solution, the people listening to your elevator pitch are likely saying to themselves, “will it really work?”

This is the point where you have to provide solid proof in your pitch. You can use testimonials, a short case study, or statistics.

You should also mention financial projections in order to leave a positive impression. If your manager or potential investors will provide funding for your idea, they’ll want to know what the ROI is.

Can you do it? 

The final part of your pitch should answer this question.

Now that your audience has heard you talk about the problem, solution, and proof that it works, you need to show them how you’re going to implement the solution. Think of this point as the “actionable” part of your pitch. You can even provide steps to break down how this can be achieved in a certain timeframe.

“Show how you have thought about how to turn your idea into a commercial outcome or true partnership. This is really an opportunity to start or continue building trust and showing that you care about creating real value for the people in the room is the best way to put you on the right foot,” shares Michael Rosenbaum , CEO of Spacer ,  one of the biggest parking marketplaces in the U.S. 

Like any good sales pitch, you need to show how achievable the results are. At this particular stage, you need to tie in any additional information to show what resources or specific and unique skills are required to make it happen.

Being transparent about what’s required can build trust with potential investors.

How to persuade your audience with your business pitch 

Now that you know the best practice structure of a successful business pitch, take note of the following tips to help make your business pitch more interesting, relatable, and most of all, convince your audience to say “yes”. 

1. Understand what your audience wants from you 

It’s standard advice across all facets of industry to “know your audience”.  

However, if you’d like to become better at your business pitches, go the extra mile by understanding what your audience wants from you. 

There’s a  difference between understanding and knowing  your audience. Instead of just  knowing  where your client comes from, try to  understand  their pain points, goals, and motivation. 

How do you do this? 

Talk to them in advance, read about the things they publish online (tweets, blog posts), and understand what excites them. By doing so, you’ll be able to tailor your business pitch to their needs, wants, and preferences. 

For example, if you’re pitching to potential clients and investors who are eco-conscious at the same time, it makes sense to highlight how your idea can positively impact the environment. 

Stephen Keighery , CEO of Home Buyer Louisiana and Founder of Bald Eagle Investments USA, shares this tip when it comes to customizing your pitch to your audience: 

“Learn ahead and research about the company or the client you’ll be pitching to, just be sure that every information you obtain is for public knowledge. You can also observe their behavior and their words during the transaction; and perhaps while pitching, use the jargon they use to establish connection and a favorable impression to them.”

2. Have your elevator pitch ready 

Imagine this. You just bumped into Mark Cuban of Shark Tank at the airport lounge, and you can’t believe that you’re sitting next to him! He looks at you and asks you about yourself and what you do. 

This is when you need your elevator pitch handy! 

The Asana team recommends the following  elements of a good elevator pitch : 

• Introduction
• Value proposition
• CTA (call to action)

You don’t have to follow the exact formula. You can mix it up based on the situation, your personality, and the audience you’re pitching to. 

It’s also worth noting that you might not immediately notice the benefit of your elevator pitch.  Think of it as an opportunity for you to make a great first impression. 

3. Use visual aids

If you have the chance to present beyond the elevator pitch, you should never pitch with a presentation that’s filled with texts, numbers, or endless rows of data. 

As humans, our  brains are hardwired to love visuals   — from photographs to infographics to icons. 

When pitching an idea, product, or service, get your audience’s attention (and support!) by telling a story visually and adding a bit of creativity to your PowerPoint slides. 

Images trigger empathy  which in turn can make your audience understand your pitch better. 

The more they understand your idea, the greater the likelihood of angel investors, venture capitalists, and potential customers supporting or advocating for you. 

Another added benefit is that  visuals can elicit emotions  and emotions play an important role in decision-making. 

Watch these 10 legendary pitch decks for visual inspiration.

4. Explain your business model clearly

When pitching to investors, imagine them asking, “what’s in it for me?”. 

After learning about how your idea can help solve a problem, they’re interested in how you’re going to advertise to your target market and generate revenue consistently. 

Johannes Larsson , CEO of  Financer.com  explains that being able to articulate their business model was what made them successful in getting business partners on board. 

“We were relatively unknown in the industry, so it took us quite a few tries before we signed our first deal. After that, however, things became much easier — not just because we were building up a name for ourselves but also because we improved our approach. We learned that being able to clearly explain our business model was the key to earning potential partners’ trust. Once we mastered that, we focused on providing proof of fruitful partnerships. It was obvious that this information was what our affiliates cared about, so we made sure to gather evidence of our success and present it in every pitch.”

5. Weave your passion or story with your pitch

Your business pitch doesn’t have to sound like you’re reading it straight from a script that someone else wrote for you. 

When appropriate, add a bit of your personal touch.  In short, humanize your pitch and slide deck. 

It will not only improve your relatability factor but also make you feel less nervous. After all, you’re talking about something that you’re passionate about. 

Take it from Debbie Chew, an SEO Specialist at  Dialpad .

“As part of my hiring process, I had to pitch a marketing campaign idea. I started brainstorming a list of potential ideas and their projected impact to decide which one to go with. While doing this, one idea kept coming back to me, and I realized I was most passionate about pitching a campaign related to video meetings. People now spend so much of their time in video meetings, but how much time? And how can we have better meetings? So I built my pitch around this concept and really enjoyed pitching my idea (which also helped me feel less nervous),” shares Chew.  If you can share a personal story or something you’re passionate about in your pitch — while also tying it back to your audience — they won’t forget it. And yes, I got the job!” 

6. Put the spotlight on benefits

Once you have your audience’s attention, circle back to how your product or service will address customer needs and benefit business partners. 

For  Carsten Schaefer  of  Trust.io , it boils down to being able to share the benefits of your product or service from the get-go. 

“When I first had to get funding for my product, I had to deliver a sales pitch in front of a board of investors. It didn’t succeed, and I learned a lot from it. “Investors want cold, hard facts and the benefits to the end-user. In the end, they want to see if it makes money for them or not. I’m glad I failed because I learned that for an effective sales pitch, you really need to put yourself in the shoes of someone thinking about profit and pure common sense from a business perspective.

7. Highlight why you’re different from the competition

Your business pitch is also an opportunity for you to explain what sets you apart from other businesses or organizations, and essentially explain your unique selling point. What makes your idea different? Why is your business model unique? 

It also helps to address relevant competition head-on in your pitch. For  Brogan Renshaw  of Firewire Digital, this tactic shows clients and investors that you’re an expert on what you are talking about, giving them confidence in your offering.

“I notice that this is a part of my business pitches that completely wins the client over because it answers their questions and concerns on the market position of competitors,” says Renshaw. 

8. Share the story behind your team

Investors and business partners are also curious about the people, employees, as well as the team behind your idea. When creating this presentation slide in your pitch deck, don’t forget to include information highlighting your team and each team member’s relevant skills. 

“Investors want to know whether the founders have worked together before, if your startup’s early hires have complementary skill sets, and whether you’ll be flexible, open-minded, and willing to embrace different perspectives, “  writes  Lauren Landry ,  associate director of marketing and communications for Harvard Business School Online.

9. Have an impressive one-pager

As its name implies, a one-pager is a one-page document outlining your business plan and mission. Think of it as a business brochure . With Piktochart’s online brochure maker , you can easily create one within minutes.

Imagine that an investor or client is too busy to listen to your pitch, you can simply email or hand out your one-pager; your entire business pitch in an easy-to-digest format.  

According to Greg Cullen , Sr. Account Executive at Dialpad, your one-pager should have these three components: 

• What is the business pain?
• How the solution you’re positioning can solve said business pain
• The value of the solution accompanied by the resulting positive impact by moving forward with the platform

“This one-pager condenses everything that is important succinctly into an easy-to-digest easy to digest format for everyone to read – and it ensures that all parties are on the same page. And most importantly, this can be used by the champion you’re working with to sell this internally, whether it’s to the CEO, procurement, etc. The better you make this one-pager, the better the result you’ll have,” recommends Cullen. 

Get funding, win clients, and gain support with Piktochart’s pitch deck creator 

While it may be nerve-wracking, particularly if it’s the first time that you’re creating a business pitch, use the expert tips above as your guideposts for a successful pitch. 

You’ll eventually find your very own unique style and approach to business pitching as you do it more frequently.

If you need help creating any type of business or personal pitch deck, create your pitch deck quickly with Piktochart’s pitch deck creator. The first step is to get your free Piktochart account .

Want additional insight on how to better prepare and deliver a business pitch that you’ll be presenting online? Go to our guide to stress-free, engaging Zoom presentations .

We’re rooting for you and your business!

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Blog Business 10 Business Pitch Examples for Your Next Client Meeting

10 Business Pitch Examples for Your Next Client Meeting

Written by: Letícia Fonseca Oct 30, 2023

We tell presenters that it’s okay to feel scared during your upcoming sales pitch because investors will always be a pressing and intimidating bunch.

Great elevator pitches are similar to memorable stories. They intertwine visuals and narrative to keep the audience engaged. And it needs to be completed in the duration of an elevator ride.

In this guide, we share 10 business pitch examples you’ll want to use in your next investor or client meeting.

You don’t need design experience to create a business or sales pitch. Create an engaging presentation in just minutes with Venngage’s professionally designed pitch deck templates !

What is a business pitch?

A business pitch is a concise and compelling presentation that is delivered to potential investors, clients or partners to communicate the value proposition of a business idea , product or service.

The main goal of a business pitch is to persuade the audience to take a particular action, such as investing in the business, partnering with the company or purchasing the product or service.

When creating a business pitch, always remember that a well-crafted business pitch should be clear, concise and tailored to the specific needs and interests of the target audience. It should effectively communicate the value proposition and potential of the business idea, leaving a lasting impression on the audience.

To help smoothen the process for you, I’ve curated 10 business pitch deck examples you can use for your next client meeting. Keep scrolling to find out!

10 business pitch examples you can use:

Choose a simple and short elevator pitch template, guy kawasaki elevator pitch examples for business, modern pitch deck example, effective startup elevator pitch examples.

• Business idea pitch deck

Dark marketing pitch deck

Classic airbnb pitch deck.

• Statement yellow elevator pitch example
• Short franchise elevator pitch example

Nonprofit pitch deck

Your elevator pitch needs to address the biggest business concern: the sales funnel .

This simple pitch deck example gets to the heart of the business problem within just 12 slides. It’s short, sharp and to the point, enough to keep prospective clients interested.

This is a great sales pitch deck template to accompany a brief presentation. You can easily share your business model with investors or clients.

Customize this template by adding your branding and business information. Include data about your target audience and team members. This is information that potential investors need to know.

With a Venngage business account, you can access the My Brand Kit feature, including the Autobrand tool.

Add your website when prompted and the editor will import your logos, fonts and brand colors . You’ll be able to add your branding to all your designs with a single click.

Related:  How to Create an Effective Pitch Deck Design [+Examples]

The Guy Kawasaki method for elevator pitch templates has been successful for numerous businesses. The minimal text keeps investors focused during the entire pitch.

Presenters can fully concentrate on sharing the key metrics and pain points of their target market. The pitch deck includes overviews that guide investors’ thoughts.

Venngage has two versions of the conventional Guy Kawasaki elevator pitch format. This gradient version is a bit more modern. It certainly draws the eye without overwhelming the design.

The template’s simple and minimalist-inspired design makes it easy to customize for any brand completely. You can swap out the gradient panels and add brand-relevant product images instead.

You can also use this non-gradient pitch deck template. This is an ideal way to highlight your brand colors.

Make the easily customizable pitch deck examples shared above your own by adding your text, data and graphs.

Creating a pitch deck  just got easier. Venngage’s real-time collaboration  allows multiple members to work on a design at once. Share instant feedback and design a winning sales pitch.

This unconventional pitch deck uses icons to tell a compelling narrative. Visuals can spice up presentation decks and give make them aesthetically pleasing.

This template works well for startups and small businesses demonstrating to investors their brand’s potential.

If the deck is too dark, you can switch out the panel colors and icons. Add your own research to make your sales pitch convincing.

Related:  Everything You Need to Know About Picking and Using Brand Colors

Elevator pitch decks focus on quick, one-minute proposals to convince potential investors that you have something valuable.

This investor pitch deck example is excellent for a startup elevator pitch. With just five slides, this deck makes it easy to breeze through your business model.

The added charts make the proposal and presentation much more convincing. You can share the necessary details that investors will want to know about.

Import your data from Google sheets into the Venngage editor and easily create charts for your presentation.

Related:  Everything You Need to Know About Pie Charts

Business idea pitch deck

How do you highlight your business model to a potential customer? You start with your value proposition.

The below pitch deck example opens with the business’ value proposition in the first slide. It also includes many elegant ways to showcase the brand. Plus, it provides essential business data to investors simultaneously.

You can use the business idea pitch deck template above as a guideline for a good sales pitch of your own or modify and adjust it to your branding needs.

The marketing pitch deck example below has a dark but unique personality. It works well in a product launch setting or as an elevator pitch deck for marketers.

The color combination is unusual but striking. Not to mention, on-trend. Bold colors are one of the resurgent graphic design trends  of the past few years.

You can use the above marketing pitch deck example as inspiration for numerous business presentations.

Art and multimedia businesses can also use it as a template for client presentations.

Related:  20+ Business Pitch Deck Templates to Win New Clients and Investors

We all know what Airbnb is and how much the business has grown over the past few years.

One of the best pitch deck examples you’ll see is Venngage’s version of the Airbnb pitch deck.

It uses sample data, addresses the core customer problem and outlines the business plan to capture the audience’s attention.

The pitch deck example above is one of the standard elevator pitch decks but manages to be sophisticated. There’s a finesse to this pitch deck design . That’s why it was so successful.

Statement yellow elevator pitch example

The yellow motif of this artistic pitch deck will immediately hold the audience’s attention.

The color is bright and bold but isn’t overpowering. Instead, only two slides use the background color across the whole slide.

The majority of the slides only include hints of yellow or use it as a highlight.

This template works for companies that use one prominent color across their branding. It’s also a professional pitch deck for small businesses, startups, or software companies.

Short franchise elevator pitch example

Pitch decks don’t depend on length to make a point. Instead, it uses fewer headers as overviews and depends on presenters to share pitch details with investors.

This is one of the best pitch deck examples for a short and classy presentation. It uses a small number of icons and bullet points to draw the eye and keep the presentation flowing.

As an elevator pitch, this is an effective method for maintaining the audience’s focus.

Related:  A Complete Guide to Line Charts

This elevator pitch example for nonprofits uses minimalism and icons to keep potential investors engaged throughout the presentation.

The subtle use of color and icons asserts the brand’s personality. This template can work for businesses in the graphic design sector.

Alternatively, the nonprofit pitch deck example above can also work for digital marketing agencies that want a cutting-edge appeal to make themselves attractive to clients.

Famous sales pitch decks to inspire your pitch

Minimalist airbnb pitch deck.

This minimalist design of the Airbnb elevator pitch example shared above is perfect for startups.

You can easily add product or location photos and adjust the colors to suit your branding, alongside your logo and fonts.

Buffer pitch deck

The real Buffer pitch deck was confusing for investors. You can read more about it in our round-up of the best pitch decks .

Venngage designed a cleaner version using icons and charts. This makes the information easier to understand. You aren’t bombarding your audience with too many details.

Facebook pitch deck

The winning Facebook pitch deck was text-heavy. But what made it stand out was how many popular schools had already signed up with it.

Plus, the deck was nothing short of ambitious, with a clear expansion plan. It is no surprise that Facebook is the behemoth it is today.

How to write a business pitch deck

Creating a compelling business pitch deck is essential for effectively conveying your business idea to potential investors or partners. Here is a step-by-step guide to help you write a business pitch deck:

• Cover slide: Include the name of your company and a visually appealing image that represents your business.
• Problem statement: Clearly define the problem your product or service solves. Use statistics or real-life examples to emphasize the significance of the problem.
• Solution: Describe your product or service and how it addresses the identified problem. Use visuals, such as product images or diagrams, to help illustrate your solution.
• Market opportunity: Present market research data to showcase the size, growth potential and trends of the target market. Use graphs, charts, or infographics to make the information more engaging.
• Business model: Explain how your business will generate revenue. Describe your pricing strategy, sales and distribution channels and any key partnerships or collaborations that will contribute to your business model’s success.
• Traction and milestones: Highlight any significant achievements, milestones, or partnerships that demonstrate the progress and potential of your business. This can include user metrics, revenue growth, or notable endorsements.
• Competitive analysis: Analyze your competitors and illustrate how your product or service stands out in the market. Highlight your unique selling points and any barriers to entry that provide your business with a competitive advantage.
• Go-to-market strategy : Outline your marketing and sales plan. Describe how you will reach and acquire customers, including your marketing channels, customer acquisition strategy and sales approach.
• Financial projections: Present your financial forecasts, including revenue projections, cost structures and expected profitability. Use charts or graphs to display key financial data and assumptions.
• Team: Introduce your team members and highlight their relevant expertise and experience. Emphasize how the team’s skills and strengths contribute to the success of the business.
• Use of funds: Explain how you plan to use the funds you are seeking. Provide a breakdown of how the investment will be allocated across different aspects of the business.
• Conclusion and call-to-action: Summarize the key points of your pitch and clearly state what action you want the investors to take. Encourage questions and provide your contact information for further discussions.

Remember to keep your pitch deck concise, visually appealing and easy to understand. Use high-quality visuals and compelling storytelling to make your business pitch deck engaging and memorable for your audience.

Four tips for creating a great elevator pitch

Here are four easy ways to recreate the pitch deck examples above or build your own pitch from a template.

Create a visual style for your sales pitches

A visual style or theme creates flow and sophistication in any presentation. These involve using recurring elements in a subtle and obvious manner.

For example, this Venngage template uses our color gradient along with elegant and bright icons.

Choose visual elements whose characteristics become the pitch deck’s focal point. Great pitch decks use the brand’s colors and visual motifs to keep the brand top of mind.

Give an overview of your business model

Pitch decks act as content anchors that guide your client toward your topic’s main points.

All the other information in your pitch deck or the explanations in your presentation will be aimed at supplementing that data.

Like this Uber elevator pitch template that emphasizes customer pain points and how the business will solve them.

Examples of added data include situational examples, charts and graphs and case studies .

Focus on your unique proposition

Your pitch deck has a central idea that is its unique selling proposition. Pitch deck creators build their pitch ideas around this aspect.

As a result, they’ll have a solid, communicative and persuading pitch deck that convinces investors.

Simplify hard concepts in your sales pitch

Scientific knowledge is enriching to those who understand its meaning.

Hard concepts, long-running and poorly constructed sentences and jargon make reading challenging for investors who have a very short time to spare.

This deck ensures that information isn’t overwhelming, either in the overview or the traction slide.

Make sure to simplify hard concepts and use simple words. That’s what the best pitch decks do.

Use templates to create successful pitch decks and win over investors

Delivering a good elevator pitch can be overwhelming. The pressure to get the tone right and impress investors is huge.

We’ve shared 10 elevator pitch examples that you can use as inspiration.

And with Venngage’s pitch deck templates, you get a competitive advantage. With no design experience, you can create elevator pitches that win over investors.

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How to write a business pitch: 10 best ways.

A business pitch is a version of your business plan that’s meant for potential investors. Depending on the format, it may be written, a multimedia presentation, or a personal pitch delivered face to face.

On the one hand, writing a business pitch is a lot like writing a proposal for clients . You’re trying to convince someone to put their hard-earned money into your company.

On the other hand, pitching to investors is different. With a client, you’re pitching your work or your product. With an investor, you’re pitching not just the product but your entire business model. Put another way, most clients don’t care whether or not your company is profitable; investors do.

Here’s how to craft a successful business pitch that will have investors lining up to put money into your company.

Here’s What We’ll Cover:

10 Steps to Creating Your Pitch

Key takeaways, 1. start with the elevator pitch.

An elevator pitch is the shortest, most basic type of pitch. It gets its name because it should be succinct enough to get across during an elevator ride. Imagine you hop in an elevator, and you find yourself standing next to Jeff Bezos. In one minute or less, how do you convince him to invest in your company?

The elevator pitch is important because it’s the distillation of your business plan. If you can sum up your vision in such a short period, you’re not going to lose someone’s interest. And if your elevator pitch is well-crafted, you can use it as the opening for a longer pitch.

2. Focus On the Business Opportunity

Entrepreneurs and investors think in terms of providing a solution to an existing need. Before they know anything else about your business, they want to know two things. First, what need have you identified that isn’t being met? Second, how are you going to take advantage of that business opportunity?

3. Research the Competition

If you have a serious business plan, you’ve most likely already done extensive competition research. Don’t wait for potential investors to ask you about this research. Include it in your pitch, and use it to your advantage. Show investors that you’ve built a better mousetrap by comparing it to the current model.

4. Know Your Target Audience

Another thing investors want to know is who your target audience is. This is another basic question any entrepreneur should be able to answer before you go to market. After all, this is your dream! If you don’t know who your potential customers are, there might not be any.

5. Know Your Marketing Strategy

It’s important to have marketing plans before you launch your brand. Once again, this is something investors are going to want to hear about. How do you plan to get the word out about your product or service? If the marketing plan involves expenses like TV advertising, you’d better be able to show investors that the juice is worth the squeeze.

6. Demonstrate Financial Savvy

Investors are trusting you with their money. Just as pricing is important for clients , investors want to know that their money is being wisely allocated. They’re going to want to see your profit and loss statement, and they’ll expect you to know it inside and out. Show them you know where every penny is going, and they’ll give you more dollars.

7. Sweat the Small Stuff

Go over your pitch to make sure all the details are right. This is especially true for written pitches. When you’re working on a third draft at 2 in the morning, it’s easy to mix up words like estimate, quote, bid, and proposal . Make sure you’ve dotted your I’s and crossed your T’s before handing over anything in writing.

8. Set Realistic Expectations

Would-be investors are used to entrepreneurs selling them on wild financial fantasies. Take a long, hard look at your business, and where you realistically expect to be in five to ten years. Base your projections on your past experience and your knowledge of the field. Investors will appreciate your candor.

9. Make It a Team Effort

Unless your business is a one-person operation, you have either a partnership or a leadership team. If you’re pitching in person, bring them along, and have them participate in the presentation. This will demonstrate to investors that the entire team is committed to the company’s ongoing success.

10. Consider Making a Multi-Level Pitch

A multi-level pitch involves creating two versions of the pitch: one longer and one shorter. The shorter version provides a birds-eye view of the business and a compelling case for its offerings. The longer version goes into more depth, and shows investors the nitty-gritty details of the business.

Crafting a compelling pitch won’t guarantee you a flock of investors. But combined with a good business plan and market opportunity, it’s an essential element of success. So roll up your sleeves and get started on that first draft. Everything else will follow.

Find more guides for your small business on our resource hub .

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Creating the perfect pitch deck and business plan: Examples and best practices [2022]

• January 7, 2022

I know you’ve probably been told that a good pitch deck and business plan are essential in the world of startups. It’s true — they are — but there is a LOT of conflicting advice out there on how to create them. (Hint: There isn’t just one right way.) I want to share some ideas based on solid research and real-world experience so you can create something that works for you.

What is a pitch deck?

What is its purpose, do you need a pitch deck and a business plan, who should create the pitch deck, how do you create a pitch deck, what is a financial model, what is a financial forecast, how accurate does a startup financial model need to be, what to include in an early-stage pitch deck, what should i avoid putting into my pitch deck, slide #0 – title, slide #1 – executive summary, slide #2 – trends, slide #3 – problem, slide #4 – solution, slide #5 – business model, slide #6 – market, slide #7 – competition, slide #8 – go to market, slide #9 – traction, slide #10 – team, slide #11 – investment proposal (the ask), keep it simple, stick to a consistent layout, make it easy to read, use a pitch deck template, beautiful.ai, key takeaways.

In this article, I’ll discuss what a pitch deck is, explain its purpose and its importance in the outreach process, give you tips and practices to create your perfect pitch deck, and what to include in it. We’ll also look at an example of a pitch deck template, using slides from startups that have raised hundreds of millions from VCs. We’ll also explore why you must build a financial model alongside your pitch deck.

Before we get started, remember that pitching on stage and building your pitch deck are two very different things. Pitching is a form of art. Anyone can present a business plan or startup idea to another person, but only a few pitches are memorable and truly capture the interest of investors.

Practice makes perfect, and the better you get at pitching, the more likely you are to succeed. So sign up to pitch competitions, put yourself out there, and get feedback. The more you pitch, the better you will become at it. It’s better to make mistakes when it doesn’t matter than pitch unprepared to critical investors and risk disaster.

Now let’s dive into what it takes to build a great pitch deck!

Pitch decks are an essential document for every founder to master, but there is a lot of conflicting information out there, and no one-size-fits-all template.

To help you get started, we’ve pulled together pitch deck examples and best practices for new founders and early-stage startups.

Using this information to guide you, you’ll be able to create a pitch that will wow investors and get you the funding that your business needs.

A pitch deck is a condensed business plan that communicates your business idea to investors or partners. It should be clear, concise, and well-organised so that it promotes a conversation, not just information that needs to be digested. The pitch deck is used as an elevator pitch during your outreach process and should highlight the key aspects of your startup in a way that gets investors excited about working with you.

The pitch deck itself isn’t going to fund or run your startup — it’s just one piece of the puzzle — but it’s an important one. As Guy Kawasaki, Chief Evangelist at Canva, former Chief Evangelist at Apple, and author of The Art of the Start puts it .

The purpose of a pitch is to stimulate interest, not to close a deal.

While the pitch deck is an information-packed overview of your startup, it should be more than just numbers and figures. A winning pitch deck also captures the imagination by telling a story and getting the audience emotionally involved. People don’t buy products, they buy stories — pitch decks help people to see your startup as a compelling narrative instead of just an idea on paper.

A pitch deck helps you generate interest from investors so that they will fund or work with your company in some way. It is a way to quickly pitch your business idea and get feedback, without having to go through the entire business plan. The pitch deck should be used as a tool to start a conversation with potential investors so that you can get their feedback and determine if they are interested in what you’re doing.

For an early-stage startup, the pitch deck and financial model are the business plan. There are too many uncertainties to waste time writing a 100-page business plan. Founders should use tools like the Lean Canvas to help them think through the different aspects of their business, but a pitch deck and financial model are essential when trying to raise money and get investment.

The pitch deck should be created by the founder or co-founder of the company. They are the ones who know the most about their business and can best pitch it to investors. Remember, the pitch deck isn’t what wins you the investment, but it will start the conversation and get people interested in what you’re doing.

There is no one-size-fits-all answer for this question, as the pitch deck needs to be tailored to your specific startup and its investors. However, there are some best practices that you can use to make sure your pitch deck is as compelling as possible.

Financial Model

The pitch deck should always include a financial model, typically as a supporting document, that shows financial projections for the next three to five years. This will help investors understand how you will manage the financial risks associated with your startup.

A financial model is a document that shows how your business will make money and what kind of return investors can expect on their investment. It includes projected revenue, expenses, and profits over a specific period of time.

Investors will expect to see a three to five-year financial forecast, broken down by year and month.

The financial model should also include a section on the startup’s burn rate – how much money the company is spending each month and how long it can continue to do so before running out of funds.

A financial forecast is a projection of future income, expenses, and profits. It typically covers a period of three to five years and breaks down revenue, expenses, and net cash flow by month.

The financial model doesn’t need to be complex, but it should show a realistic understanding of the numbers behind your startup.

It is important to remember that venture capitalists and angel investors do not expect your financial forecasts to be 100% accurate – they simply want to see that you have put thought into your business, that your operational plans are accounted for, and that you understand the basics of financial forecasting.

Pitch Deck Structure

As a founder, you’ll quickly learn that you’ll need more than one pitch deck. Different pitch decks are used for different purposes, and you may end up using a pitch deck that is specific to your target investor, the stage of investment, or the format in which you’ll be pitching.

This means that there is no magic formula for your pitch deck structure. However, there are a few essential slides that should be in every business pitch deck.

• Title or cover slide
• Market size and opportunity

These slides will give the pitch deck a good structure and focus on the key elements that you want to talk about. There may be more slides depending on your company, but those are the main ones that should always appear somewhere in every pitch deck.

Early-stage startup pitch decks are used to spark interest in your idea and the founding team. Venture capital firms and angel investors will be comfortable with greater uncertainty and higher risk in this pitch deck, so there is more leeway to experiment with different ideas and concepts. This doesn’t mean that you should just throw in everything without a thought though!

At this early stage, there will be multiple unknowns that you are setting out to solve, including exactly how you’ll build your solution to the problem, how you’ll find your scaleable route to market, and maybe even how you’ll convert users to paying customers.

It’s normal to not have all the answers to these questions, and that’s OK! It doesn’t mean that you should pitch an idea if you don’t know how it will work yet. All of this is just a reality check for potential investors — they need to see that you have a realistic idea of what you need to do and a plan for how you might do it.

It’s a common mistake for first-time founders to try to put too much information into their pitch decks. This can include everything from detailed financial models to a full history of the company’s founding story. While it’s important to have all this information ready, it’s best to save it for when you’re actually speaking with investors.

Your pitch deck should be focused on your idea and the current state of your company. It should be set up in a way that clearly lays out who you are, what problem you’re solving, and how you plan to solve it. You want investors to see the actual value in investing in your startup so avoid including anything that’s not absolutely necessary for them to understand this concept.

– Do not include unnecessary information or graphics

– Keep your pitch deck to a maximum of 20 slides

– Stick to clear and concise language

– Make sure all the data is accurate and up to date

Be cautious about adding in anything that doesn’t support your pitch deck theme or the key points you want to make. If it isn’t relevant, remove it! You don’t have time for extra fluff when pitching investors; be direct and focus on what matters most.

Early-Stage Pitch Deck Example

The following pitch deck template is a good example of how you can tell a story that builds investor confidence in your startup idea. Using this format will set a great first impression and can help you with raising capital.

This is the most important slide in the whole deck, you need to grab the attention of the investor with a title slide that convinces them to keep reading. Your title slide must:

• Showcase your logo and brand name.
• In one phrase, state your value proposition.
• Engage the reader by promising them an interesting pitch.

It’s important to make your startup feel credible and trustworthy. Just as people will judge a book by the cover, investors will judge your pitch deck in less than five seconds, so make sure you have a strong first impression!

A common mistake that founders make with the title slide is not making the most of the opportunity. Taking inspiration from other industries, a prize-winning sticker on a book cover or a wine bottle has a tremendous impact on sales. What can you do to make your pitch deck stand out?

After catching your audience’s attention, you should include a company summary on slide one. Investors are unlikely to know anything about you or your company, so this is where you need to tell them what you do, where you’re going, and why they should care.

In just a few sentences, you should be able to concisely state the following:

• What your company does
• The stage you’re at
• The traction you’ve made so far
• Where you’re heading

If the title slide is about grabbing attention, the executive summary is about keeping it.

You need to get investors hooked and hungry for more information.

With the investor’s attention now captured, it’s time to give them some context. What industry are you in? What trends are happening in that industry?

Trends are the market conditions that you have zero influence over. But, by showing how you understand them and how they impact your startup, you can demonstrate that not only is your startup inevitable, but that the risk of failure is also reduced.

Your goal with the trends slide is to show that your startup idea isn’t some crazy gamble, it’s obvious and inevitable, and that the market is about to change in a big way.

In the context of startup ideas, the important things to consider about trends are whether they are weak or strong, societal and cultural, or technological.

Weak Trends: These are usually easy to spot and include things like the aging population, increasing internet penetration rates, or a growing demand for a new product or service.

Strong Trends: These are hard to argue against. They will be big and happening quickly. They could be something like the rise of mobile payments, a technology reaching critical mass, or a new way of thinking about an old problem.

Technological Trends: These trends focus on the development of new technologies. For instance, the rise of drones, Web3, and artificial intelligence technologies are all technological trends that would be relevant to an investor pitch deck when combined with a startup idea.

Societal and Cultural Trends: These trends are about the way people are living their lives, and integrating new technologies into them. A good example of this is the trend towards health and wellness. This could be anything from the increasing popularity of mindfulness to people taking more interest in their food.

It’s important to consider societal trends alongside advances in technology, just because a technology is possible, doesn’t mean that people will want to use it (remember Google Glass?).

Building into emerging trends can lead to you raising millions without even having a pitch deck , like Hopin, or still whilst the world is in lockdown and your app is still in beta – like Clubhouse.

Now that you’ve got the pitch deck rolling, it’s time to talk about your startup idea. What problem are you solving? What is happening right now? What are people not happy with?

When it comes to the problem slide, be specific. Don’t just say that there is a problem. Tell them what it is and make your audience feel the pain; they should be able to recall having had it themselves or easily empathise with those that do.

As a founder, you need to prove that you have a deep awareness and understanding of the problem you’re solving. You need to demonstrate that you can stand in the shoes of your customers and see the problem as they do.

Ideally, you should be able to summarise all of this into a problem statement. This is a simple one or two-sentence explanation that describes the problem, identifies the pain points, and explains why it needs solving.

Providing data to back up your problem statement is also important, but it doesn’t have to be complicated. You’re not trying to show the size of the market, just the severity of the problem.

Having built up an understanding of the problem, you now need to explain how you plan on solving it. What is your solution? How will your startup solve this problem? What makes your product or service different?

Your solution slide should be clear, concise, and easy to understand. You should have a brief paragraph explaining what your startup does, followed by supporting information in the form of screenshots, images, or diagrams.

Remember, during live pitching or conversations, you may be able to talk about your solution in more detail – maybe even showcase a live demo – but in your pitch deck, you need to keep it simple.

If you’re having trouble boiling down your complex solution then consider how you would sell it to a potential customer. If you can pitch it to them in a way that they understand and see the value, then your pitch deck will be able to do the same.

With the problem and solution explained, it’s time to move on to your business model. This is a critical slide for any pitch deck as it demonstrates how you plan to make money from your startup idea. It’s showing your investors that you understand the business side of things and that you have a plan for growth.

This slide can be a little tricky to get right, as you don’t want to overload your audience with too much information (especially at idea stage, when you don’t have a fully formed business model). However, you need to convey that the unit economics make sense and that there is a path to profitability.

There are lots of different ways to structure this slide, but the most common model breaks it down into a one-paragraph pitch of your business model, followed by one or two diagrams showing the relationships between your costs and revenue. By using simple visuals, you can convey complex ideas far more effectively than words alone.

Unfortunately, pitch decks don’t have the space to explore every aspect of your business model. It’s a good idea to create a separate document for this, which you can then share with interested investors or partners.

Now it’s time to move on to the all-important question of market size. Market sizing for early-stage startups can be a contentious issue.

Many entrepreneurs think that they need to show huge total addressable markets (TAM), and pitch themselves as the next billion-dollar startup. However, most sophisticated investors how that for most early-stage startups this is not appropriate.

Pitching a large TAM isn’t going to impress investors, they’ve seen it all before, but pitching yourself as the best company in your segment will demonstrate that you have a great understanding of your industry and the opportunity at hand.

It’s most important to be able to show that there is a market for your product or service, that it’s growing, and that there is room for you to compete. You don’t need to pitch yourself as a billion-dollar company, just pitch that you have a good understanding of the market segment, that people are spending money solving this type of problem, and that you’re going to be one of the best companies in your space.

For example, if your idea is to launch the next big analytics platform, don’t pitch a market size that includes every business in the world. Instead, focus on a specific industry or sector and show how behaviours in that industry are changing, paving the way for your product or service.

Again, you don’t need to go into too much detail in your pitch deck. A one-paragraph pitch of your market size is usually enough, followed by a simple diagram showing the trends that are opening up opportunities for your startup.

This is another key slide for any pitch deck, as it demonstrates that you have done your research and that you understand the competitive landscape.

Start by defining the market segment you are targeting, and then show the key points of differentiation when compared to your primary competitors.

Describe how they fit into the customer’s perspective of the market, show where their strengths and weaknesses lie, and how you plan to compete with them.

This isn’t the place for a full analysis of your competitors, but you should be able to pitch yourself as the best company in your space, with a clear understanding of how you’re going to win.

There are two common ways to visualise your competitor analysis, the magic quadrant (or 2×2 matrix) and a comparison table.

The magic quadrant is a way of plotting your competitors on two axes, based on two factors that you’ll pluck from thin air. These visualisations are rarely credible unless you have a lot of experience in the market you are analysing, or they’ve been produced by large consultancies like Deloitte or Gartner.

On the other hand, comparison tables can be very effective as they’re easy to digest, position you alongside recognisable brands, and allow you to highlight the key differences between your company and your competitors. By comparing factors that are demonstrably important to customers, you’ll come across as more credible and able to back up your pitch with cold, hard facts.

Now it’s time to talk about marketing and sales strategy, or how you’re going to get your product or service in front of customers. This is where you’ll pitch your go-to-market strategy. Your go-to-market slide should include the following elements:

• The channels you will use to reach your target audience
• The actions you will take to put your product in front of potential customers
• The milestones you will hit as you progress through your go-to-market plan
• The resources you will require to reach your target successfully

Start by describing your target market and how you plan to reach them. This might include explaining your distribution channels, sales strategy, or marketing approach. You can also use this slide to talk about any partnerships you have in place, or how you plan to leverage them.

Next, explain the actions you will take to reach your target audience, and how you plan to measure success. These actions should fit within each of the channels that you’ve already identified. For example, if you’re using digital marketing, your actions might be things like website development, SEO, or social media campaigns.

Lastly, list the key milestones you will hit as you progress through your go-to-market plan, and identify the resources you will require to achieve them. You can include your team, budget for marketing activities, or specific assets like signage.

As a startup, traction is key. Investors want to see that you’re making progress and that your product is resonating with customers. This slide is often one of the trickiest for startups at idea-stage, as it can be difficult to show commercial progress and it will be too early for product-market fit.

There are a few different ways to pitch traction, and you need to choose the one that works best with your company and the stage you’re at. Some options include user base, revenue growth, or market validation.

If you’re focusing on your user base, you’ll want to pitch a clear and compelling story about your customer base. If you have a small data set, it’s worth showcasing your first 100 customers as this makes the numbers seem more real.

If you have a large customer base, pitch your exponential growth in terms of percentage or absolute figures. For example, pitch how many customers you signed in the past quarter or year.

Revenue Growth

If you’re focusing on revenue growth, pitch your current (or projected) sales figures. You can also pitch the average ticket size or value of your deals. Alternatively, pitch your revenue growth (in terms of percentage or absolute figures) over the past year.

Market Validation

If your product is still at idea-stage and still has a long way to go before it’s ready for market, pitch your progress in terms of real-world validation. For example, pitch the number of people who have registered to use your product or service, or pitch the number of companies that have expressed interest during interviews.

Most importantly, be honest about your progress. If they are interested, investors will dig into your traction claims and you’ll need to back them up with data – if it turns out that you’ve lied or embellished the facts, you’ll not only lose trust and credibility, you’ll probably lose the investment too.

Having set the scene in which your startup operates, it’s time to introduce the management team behind your startup. Investors will be keen to learn about who is leading your company and how they will transform your idea into a profitable business.

The focus here must be you and your co-founders. People invest in people, so you’ll need to show how you have the vision, experience, and motivation required to deliver on your pitch.

Keep your team slide short and sweet. You’ll want to include the founding team, highlighting their relevant experience in the industry or field that you’re operating within.

Pictures help to make your presentation more personal, so make sure you have a good quality headshot of each team member, consistently formatted so that everyone appears the same size and in focus.

The team slide should only include the founding team, though it is acceptable to include key team members, as well as notable advisors or investors if beneficial. If you do this, ensure that there is a clear visual separation between the two groups.

This is the big one. The pitch deck wouldn’t be complete without a clear proposal of what you’re asking for from your investors. This slide should clearly state the amount of money you’re seeking, as well as what you plan to do with it.

It’s important to remember that investors are looking for a return on their investment (ROI), so your proposal must be realistic and demonstrate how you will use the funds raised to reach key growth milestones.

To convince investors, your “Ask slide” will need to answer these three questions:

• How much are you seeking to raise?
• What will you do with the money?
• What do you intend to accomplish with the funds?

Always remember to pitch the ask in terms of how it benefits the investor – not just you. For example, if you’re seeking a £100,000 investment, explain how that money will help you reach a specific milestone that will create value for your investors.

Be specific about how much you need to raise, and where you plan to deploy the money. This will show that you’ve done your homework and understand how you will grow your business.

A simple pie chart with the breakdown of how you plan to use funds can go a long way towards demonstrating to investors that you’re serious about using their money wisely. For example, if 25 percent goes towards marketing spend, 30 percent for technology development, and 45 percent for new hires, that’s a good indication you have your priorities straight.

It’s unlikely that you will be profitable before the next round of funding, but it is usually worth highlighting the key numbers from your financial projections to give investors an idea of the scale and trajectory of your business.

Perhaps the most important factor in your investment ask is demonstrating that you understand how much capital you require to hit key growth milestones without requiring further funding rounds for at least 12-18 months. This is something that almost every investor will expect you to have a solid plan for.

Pitch Deck Design

Whether you’re sharing your deck by email or presenting on stage, the design of your pitch deck matters. However, you can’t afford to hire a professional pitch deck designer to help. So, what do you do?

KEEP. IT. SIMPLE.

Your pitch deck is not the place to show off your design skills – or highlight any lack of expertise in this department! The only goal of your pitch deck is to communicate information clearly and concisely so that investors understand what you’re pitching and can get excited about it.

Keep your presentation simple, use bold typography, highlight key information, and stick to a maximum of two or three colors. Resist the urge to use lots of graphics and animations, as these can be distracting and take up valuable space on your slides.

How to design a better pitch deck

There are a lot of things to consider when designing your pitch deck presentation. Below are some tips on how to make your pitch more effective:

The average investor has a short attention span, so keep your deck concise and easy to follow. Use clear language, avoid complex graphs and charts, and stick to a maximum of 15 slides.

Use the same fonts, colors, and layouts throughout your pitch deck to create a cohesive look.

Slides that are crowded with text and images will be difficult for your audience to read and comprehend.

A pitch deck template is a great way to ensure that your pitch deck looks professional and follows the proper design guidelines.

Pitch deck design tools

Today, there is a huge selection of online design tools and no-code builders to help you build your perfect deck. Below are just a few of the design platforms that can help you craft your pitch.

An easy-to-use platform that allows startups to build a beautiful slide deck without any special design skills. Start from scratch or create your slides using predefined pitch deck templates.

https://slidebean.com/

Offers a wide range of design tools and templates for creating professional pitch decks. The free version includes limited features, while the paid plans start at $12/month.

This pitch deck design app is great for startups and entrepreneurs who need to create a pitch deck quickly. The basic plan starts at $12/month (billed annually) but there is a 14-day free trial.

https://www.beautiful.ai/

The tools provided by Pitch allow you to quickly produce a high-quality pitch. Even if you’re not a designer, you can create a strong pitch deck that looks great. The basic plan is free, but you’ll need to upgrade to the paid plans for more features.

https://pitch.com/

While these design tools can be extremely powerful, it still pays to follow the same basic guidelines to ensure that your pitch deck is easy for investors to understand; Keep it simple, avoid animation, stick to a consistent layout, and make sure your text and images are easy to read.

When you’re trying to capture investors’ attention and raise equity funding, you need to show them that you have a good plan. But startups aren’t traditional businesses and they don’t use traditional business plans.

like the Holy Grail, the business plan remains largely unattainable and mythological. Most experts wouldn’t agree, but a business plan is of limited usefulness for a startup because entrepreneurs base so much of their plans on assumptions, “visions,” and unknowns. Guy Kawasaki

This is why pitch decks are the perfect approach to sharing a startup business plan.

Fundamentally, your pitch deck is used to share your vision, attract investors, and start conversations. As a founder, you should be prepared for investors who may not “get” your pitch deck right away — this doesn’t mean that they aren’t interested in what you’re doing.

Be prepared to answer questions and have an engaging conversation about your startup. Investors want to see that you have a clear understanding of your business, the problem you’re solving, and how you plan on making money. They also want to know that you’re capable of executing your vision.

Remember, pitch decks are just one part of the overall investment process. If you’re able to create a pitch deck that effectively communicates your idea and leaves investors wanting more, then you’re on the right track!

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1.8: Chapter 8 - The Business Plan Pitch

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• Lee A. Swanson
• University of Saskatchewan

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Learning Objectives

After completing this chapter, you will be able to

• Deliver an effective business plan pitch

Writing a good business plan will only get an entrepreneur so far. To achieve their goals, they must be prepared to pitch their plan effectively to targeted investors and other potential stakeholders. These are sometimes called elevator pitches because an entrepreneur should be prepared to effectively deliver one in the length of time it takes to ride up a few floors in an elevator with a potential investor. The goal of a pitch is not to fully describe a business idea, but to be able to convince a potential investor in five minutes or less that they should meet with the entrepreneur further to learn more about the idea because they might want to invest in it.

Your business plan pitch must be focused on what your targeted audience and business plan readers need to know. Usually your pitch will be designed to capture a potential investor’s interest so that they will want to talk to you about investing in your venture. In that case, your pitch should follow a process similar to the one described next.

Avoid the trap of telling the potential investors too much about how your business works. Instead, spend your time telling them what they need to know to become interested enough to possibly invest in your venture. That means allocating your time almost equally on each of the following elements of your pitch script.

• The problem you solve should be for an identifiable group of people or organizations who recognize that they have a problem and are willing to spend their money for a solution to the problem.
• Your solution should be better than the alternative solutions offered by your competitors or by those who suffer from the problem. It should also be a solution that cannot or will not be readily copied by existing or new competitors.
• Your chances of being considered capable of delivering what you promise are enhanced if you have a strong team, relevant experience, or access to scarce or unique resources or networks.
• Your opportunities to get the financing you need improve when you can show that the money will increase your capacity to achieve what you promise.
• Potential investors want to know how and when they will get their investment back and how much of a return they will earn on their money. You should be able provide them with an estimate of how much your venture is worth and will be worth in the future while telling them what that means for them.

Chapter Summary

A simple five step business plan pitch format has five steps. When entrepreneurs have a chance to engage with targeted investors, they usually have a limited amount of time to convince those investors to consider their investment opportunity. The purpose of the business plan pitch is to capture the attention and interest of targeted investors within a very short time. A successful pitch should result in an invitation by the investor for the entrepreneur to provide more information about the business because they might want to invest in it.

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The Secret to Pitching Your Business Plan in Just 10 Minutes This outline breaks down a business plan pitch minute by minute so you can stay on topic and build the necessary interest and excitement.

By Mike Moyer Edited by Chelsea Brown Apr 1, 2022

Opinions expressed by Entrepreneur contributors are their own.

Delivering a good pitch is as much about conveying emotion as conveying information. If you get the opportunity to pitch in front of a live audience , both of those objectives should be top of mind. The phrase, "They don't care what you know until they know that you care," is sage advice and is the basis for starting a 10-minute pitch.

Startups are hard work. If you do not particularly care about the market or the problem you are solving, you may bail out when the going gets tough. Investors need to know this is more than just a business.

Related: 4 Powerful Communication Strategies to Win Any Sales Pitch

Minute 1: Personal Introduction

Let the audience know that you, personally, care about the people and the problem you are trying to solve. Use the word "I" instead of "we." I know you are representing your team and your company, but for now concentrate on establishing your passion and commitment. Tell a quick, personal story about how you stumbled upon the business you are pursuing and what made you realize it was where you wanted to focus most of your waking hours.

Your slide(s) should be simple. They are just there as a backdrop to your opening monologue and should make you look good. I, personally, like to show photos of me and/or customers experiencing the problem first-hand. The focus should be on you and your message.

Step forward to the audience, make gentle eye contact and engage them on a personal level as much as you can. The goal is for them to trust you, have confidence in you and to like you.

Transition out of the personal introduction into the overview of the problem you are trying to solve. Your job is to describe the problem as one that goes well beyond just you and your experience. A nice phrase is, "When I started looking around, I realized that I'm not the only one with X problem. Lots and lots of other people have it too!"

Minute 2: The Problem

Remember to keep an emotional appeal included in your description of the problem. People with this problem are: struggling, irritated, angry, disenfranchised? Keep human emotions real. Break down the problem into its component parts accompanied by a diagram.

Your slides during this minute are simply visual aids that help explain the problem. Like in the introduction, photos can express the human factor, but diagrams can help explain how the problem is experienced by people.

Keep close to the audience and help them empathize with those who experience the problem. As you move into the solution, physically back away from the audience, smile and spread out your arms to make bigger gestures. Your job is to bring up the excitement level in the room.

Related: 4 Ways Emotional Intelligence Can Improve Your Sales

Minute 3: The Solution

At this point, you are going to maximize the crescendo. Show excitement and passion for your businesses solution. Transition to "we" instead of just "I." Walk the audience not only through how the solution works, but also through the great benefits of the solution.

You need to position your body in front of the room and make it as big and bright as you can with big arm movements, a bright smile, confident voice and lots of eye contact. The audience should begin to share your excitement for your business.

Your slides are visual aids and diagrams. They should contain little to no text. Keep them simple as possible as complexity will only suck the energy out of the room. You don't have to explain everything your company does, just the main points. Remember, you only have 10 minutes.

It's good to show images or screenshots of existing products or beta releases and other hard evidence of your execution, but overexplaining the solution will make the presentation less compelling, and it will take too long. You want to leave the audience wanting more.

Once you have your audience feeling great about the solution, it is time to talk money.

Minute 4: Business Model

There are several money-related topics you'll need to touch on during your pitch, including how you'll make money, how much money you will make and how much money you will need. Keep these parts separate so they are easier to digest.

Now is the time to tell the audience how you will make money. There are literally dozens of possible business models, including selling the product, selling a subscription, taking a processing fee, licensing and so on. Explain how you are going to charge people for the solution you are offering.

On your slide is an outline of the customer unit economics for your chosen business model — the price they will pay and basic terms of a typical contract. Explain how you will "do the deal" with customers. Whenever you show numbers, stand close to your presentation screen and point to the numbers you are talking about. Numbers are hard to follow. Pointing as you talk will help people stay engaged.

If the business model is attractive, as it should be, you will have to explain who else is going after the customer's money.

Related: Tips to Follow When Re-Fitting Your Business Model to the New Normal

Minute 5: The Competition

There's no such thing as a business without competition, and implying that you have none is a major red flag for investors and even potential partners or customers. Whatever problem you are going after is being addressed somehow, maybe not very well, but people experiencing the problem are trying to solve it, and the resources they access to cobble together a solution is where you will define your competition.

The key here is not to avoid the notion that competition exists, but how your company is different . The existence of competition validates the market. Do not talk about how you are "better," focus on "different." Your attitude towards the competition gives the audience a peek into your business soul. Are you dutifully respectful of their presences and power or are you arrogant and naïve enough to think your little startup will have no problem beating them? Err on the side of humility.

Your slides should depict your differences from the main competitors. Feature comparisons or positioning charts , for instance, can be effective tools. Many of the questions you will get from the audience will stem from what you say during this minute of your pitch.

Be clear and respectful before you transition to your sales and marketing plan.

Minute 6: Sales and Marketing

During you description of the competition, you struck a respectful tone. It's now time to amp up the room again as you talk about how many potential customers are out there and how you're going to get them. Show excitement and confidence as you walk the audience through the market data, your chosen point of entry and your communication strategy.

Slides will depict data, charts, and graphs which you will want to point to as you explain. Images of web sites, brochures, trade show booths in action, etc. are fair game here, too, and will help build excitement in room.

It is important to tie your sales and marketing plans together so it doesn't look like you are shooting a scatter gun of one-off tactics. Show the logic and flow of lead generation to final sale and how your team plans to take the prospects through the buying process and into the customer experience.

End this minute by translating the marketing sizzle into numbers. It is time to talk about money again!

Minute 7: Money

Earlier, you explained how the business is going to make money. Now, it's time to tell the audience how much money you are going to make. This is the good part. Your description of the deal shows the unit economics of a single customer (price), and your market description shows how many potential deals are out there (quantity). Armed with this information, you can describe how revenue builds over time.

Break it down for the audience. Show income and expenses in graphical format. Nothing beats a good bar chart, and pretty much anything beats a screenshot of a spreadsheet. Back up to your presentation slide and point to information like the weatherperson points to a weather map on TV.

Keep the tone upbeat and engaging. You'll want to exude as much confidence as you can. To this end, avoid showing different scenarios in your forecast. Pick the scenario that you think is most likely to happen, and be prepared to defend your assumptions.

To make the business believable, the audience will now need to meet your team.

Minute 8: The Team

It may seem a little strange to wait until towards the end of your pitch to introduce your team, but waiting has benefits. It's important to introduce your team in the context of the business so the audience understands why it is what it is. If you introduce the team upfront, you will have to circle back to describe their roles later, which wastes time and can get redundant. A 10-minute pitch must eliminate redundancy.

As you introduce the key players on the team, you can highlight what function they will perform and brag (yes, brag) about how great they are at their function and how lucky you are to be working with them. Talk about yourself with humility, and talk about your team like they are the best team in the world.

Rather than showing headshots and bullet points, show images of the team in action or in a group. You want to make sure the audience sees a team , not a collection of individuals.

Next, you will explain the great work this great team has accomplished!

Minute 9: Proof of Concept/Traction

A team without results isn't much more than a cocktail party. To get investors or customers, you need to show results. What has the team accomplished? Have they launched an MVP? Does the company have revenue? Are the customers happy?

The more traction you can show, the better. This, more than just about any other minute of your pitch, will demonstrate your team's ability to pull off this business in the real world. Display customer testimonials and read them out loud. Show pictures of your solutions in action. Maximize the excitement in your voice and facial expression. You're almost at the end of your pitch, so be sure leave it on a high note!

You have one minute left. It's time to ask for the money.

Minute 10: Ask

Assuming you are pitching your business for the purpose of raising money, you will spend the last minute asking for it. By now, your audience has everything they need to know if they are interested, or not, in working with you. You must paint a clear picture of what you need from the audience and what investing with you will look like.

Investors want their money to be used for growth, not exploration. Show them that everything is in place to grow, you just need to fan the flames.

Many founders aren't sure how much money they will need and to what terms they will be willing to accept. They are keen to keep things open-ended. In my experience, however, investors want a starting point. Give it to them.

You already showed them how much you are expecting to make. This financial objective is based on many assumptions, not the least of which is how much outside funding will be required to execute the plan. Break it down for the investor. Do you want one main investor or a number of smaller investors?

If, for instance, you are raising $1 million, you could break it into 10 chunks of $100,000 each and say, "We are raising $1 million from up to ten investors in $100,000 units in exchange for a convertible note. How many units do you want?" Your slides can show the breakdown and the high-level terms of the note. This makes the deal easy to understand. An interested investor will not walk away from the deal based on your initial offer, they will counteroffer, and you'll be off to the negotiating table — mission accomplished!

Express enthusiasm for their participation in your business. Keep the energy levels high.

The trick to delivering a compelling 10-minute pitch is to let the story flow logically and to avoid repeating yourself. It's not logical, for instance, to introduce the team before anyone knows what kind of team is needed. Likewise, it's not logical to talk about progress and traction before talking about how the business works.

Each topic in the above outline neatly flows into the next, allowing you to build your story and maintain the energy level in the room. A good pitch lets the story unfold naturally and doesn't force things together. In this pitch, you may notice that there is no "money" or "financial" section. Making money is simply part of the flow of the story, so it is touched on multiple times during the pitch.

Perfecting the pitch means practicing the pitch. It's much more than what you say. It's also about when you say it and how you say it.

Related: Why You Need a Million-Dollar Pitch Before Your Start a Business

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Business Pitch: What is it & How To Create it? (Steps Included)

Whether it’s a trailer for a movie, a work presentation, or even a chance encounter with potential clients, no one has the time, patience, or attention span to listen to long dragged-out pitches anymore.

So when it comes to getting business clients, you need to have an exciting summation of ideas that will entice them into accepting your deal. For this, you need to have an impressive business pitch ready. It can make or break a deal.

However, finding the perfect balance of a business pitch that is concise and impactful can be difficult. And the process of fine-tuning what exactly needs to be included can be a taxing job.

You’re constantly going to be torn between whether to add a specific point, or whether the tone seems right or not (God forbid you to sound unprofessional).

But we’re here to tell you that the perfect business pitch does exist! All you need is a little guidance to help you craft a memorable one best suited to your vision. And we’ll help you with that!

By the end of this blog, you would have learned the meaning, importance, and steps involved in writing a killer business pitch for your clients.

Ready to get started? Let’s go!

What is a Business Pitch?

In its simplest sense, a business pitch is a presentation of business ideas . It is a depiction of business plans to potential clients to persuade them that your company is the right choice. It may be written, a multimedia presentation or a personal pitch delivered face-to-face.

Whether it is pitched to a single individual or a large gathering of people, a well-thought-out pitch with great delivery can persuade decisions and secure the business deal .

Although business pitches may differ slightly from one another, one thing stands true, it seeks to sway the minds of whoever is listening and convinces them to buy from you or invest in your business.

Now that you know what a business pitch is, you might be thinking – “Is a Business Pitch really that necessary?” . The answer is YES , it is. Let’s find out why!

Why You Should Create Business Pitch?

1. it captures attention.

A business pitch is a condensed, quick, and apt way of presenting a set of ideas in a manner that engages its listeners. Just like a well-directed trailer results in prompting the audience to want to watch a movie, a stellar business pitch can have far-reaching impacts. Not only does it propose a neat plan in a short period, but it also manages to spark interest and sustain it as well. All of this is crucial for any investment to go through.

2. It Highlights Originality

A business pitch is a summation of the general ideas of your business proposal and is colored by your specific thoughts. This makes it unique because nothing stands out in a sea of mundanity more than an idea that is creative and original. This is why business pitches carry so much weight in the decision-making process . They impress potential clients and reassure them of your creativity and authenticity. In the long run of things, this is what can dictate whether they decide to take you up on your business offer.

3. It Showcases Precision

When clients conduct an overview of potential businesses they wish to invest in financially, not only are they looking for new creative ideas, but they’re also looking for visions that can be brought to actual realization. A business pitch that is well executed shows potential investors that you are capable of streamlining ideas and that you can work not only effectively, but with precision and level-headedness. A trait such as this can never be overlooked, especially in the competitive world of business.

Now that you understand why it’s necessary to create a business pitch, let’s get down to the nitty-gritty of actually writing one!

How to Create a Business Pitch? (Process)

1. do proper research.

You can’t convince your audience of anything unless you have your facts straight . Any information you possess must be updated and relevant for your business pitch to gain credibility. For this, adequate research is a must.

Your words must be backed up by facts and figures. Once you establish yourself as a reliable source, your vision will carry more weight and in turn easily convince your audience to choose you.

And on this note, thorough research from all angles must be conducted, and topics within your business pitch must be cross-checked and properly examined before you pitch your business ideas to any individual or group.

Proper research will aid you in the entire process and serve as the foundation on which your business pitch stands.

2. Understand Target Audience

No matter how perfectly you craft your business pitch, or how well you deliver it, if it is not what your audience wants or has in mind, it’s all just a pointless endeavor and wasted effort.

So, knowing your target audience will open a lot of doors for you. Doing a little background check on potential clients and some research on who you’re presenting your business pitch to can make a world of difference.

Once you’ve done the research, you’ll have a better understanding of your target audience and will be armed with the necessary knowledge to present your pitch accordingly. You will be able to mold your business pitch to cater to their likes and dislikes, which in turn will generate even better chances of them investing in your proposals.

3. Build Your Pitch

Now that you have the research and facts to support your claims and the understanding of what your audience wants, you can start creating your pitch.

Depending on the situation, determine what kind of business pitch you need to create. If you are pitching to potential investors about your business plan, then you need to create a pitch deck that will offer a comprehensive view of your ideas and concepts. But on the other hand, if you’re at a networking event looking to make connections, then a better choice would be to develop an elevator pitch.

Read More:  What is it Elevator Pitch and How to Write One?

4. Highlight Your Successes

When you’re creating a business pitch one of the most crucial things for you to do is to highlight your successes. Share evidence and demonstrate the value of your business and ideas.

Use numerical and quantitative data to support your claims. Instead of saying something about boosting sales, mention the numbers and percentage of the sales boost. This adds specificity and credibility, which in turn makes your business pitch appear more compelling.

By highlighting all your positive results, you show your potential investors and clients the value that you can bring to them.

5. Distinguish from the Competition

Your investors and clients are likely to go through dozens of business pitches before and after you present your pitch to them. So you need to make sure that you stand out from the crowd.

Differentiate yourself from the rest of the competition and explain to them why they must choose you over anyone else. Give them data and information that illustrates why your pitch is the best and how it can present more value to them. Focus and emphasize specific and unique skills that you offer and how they can contribute to their success.

6. Know Company Ethos

Every company, be it a small business started from home, or a large conglomerate, all have something in common, and that is a defining mission or a company ethos upon which the essence of the company is built.

This ethos dictates what the company stands for and to a large degree, the direction it takes. It gives identity to the company and also gives it depth and soul.

Knowing the ethos of your brand is therefore fundamental if you want to branch out and advertise yourself to potential investors . It is the first impression your business pitch makes and the basis on which their opinions will be further built up. Be sure of your company’s mission and then the rest of your business pitch will follow suit.

7. Be Precise and Clear Cut

You have to face the reality that your potential clients are also offered a plethora of other business pitches by other people. This is not to dampen your spirits, but to inform you of the reality that clients have a range of options. What is needed is to make your business pitch memorable.

A successful business pitch more often than not is not elaborate, but simple, precise, and impactful. When investors listen to one business pitch after another, it can be mundane and monotonous. It’s better not to exacerbate that with a long-winded montage of ideas after ideas. It’s better to keep it precise and make your intentions clear so that the desired impact of your business pitch can be achieved quickly.

8. Practice! Practice! Practice!

At the end of the day, it all comes down to the delivery and the conviction and certainty with which you deliver it. There is no harm in practicing your business pitch many times till you can deliver it with utmost confidence. After all, practice makes one perfect . And it may sound corny but it’s true – if you truly believe in your vision, the people you’re pitching it to will be convinced of it as well.

Wait! Before you leave, we want to introduce you to a special tool that can help you create stellar business pitches in no time! No, we’re not kidding! Scroll down and find it for yourself!

Bit.ai: Tool for Creating All Types of Pitches

Bit.ai is a modern-day cloud-based documentation and collaboration platform that will help you create, edit, organize, manage, and share documents all under one roof, and that too in a matter of a few minutes!

It is exclusively designed for your documentation needs and can help you whip up a business pitch in a jiffy! Through its robust, intuitive, and integrated tools, Bit has made the complicated and lengthy process of creating a business pitch a walk in the park.

Bit can make your business pitch a hundred times more awesome than it already is. How? Check out all these mind-blowing features of Bit!

Interactive Documents: 

Your business pitch may need to contain several rich media such as images, videos, social proof, pricing tables, GIFs, and more. Adding this to your document becomes a breeze with Bit’s 100+ integrations that lets you add any rich media to your business pitch. All you need to do is copy the shareable link and paste it into your Bit doc. It’s that easy!

Real-Time Collaboration :

The thing about writing business pitches is that it is a team effort. You need to work together and take input and ideas from others for the pitch to be a true success. With Bit’s real-time collaboration feature, you can easily collaborate with your team in real time and work together to create the perfect business pitch ever.

Guest Access:

With Bit, you can grant “ guest access ” to your investors or clients, or customer. It offers two types of access to the documents: comment-only and read-only. With comment-only access, they can @mention team members and give their suggestions or feedback, while read-only access only allows them to read the content you have shared with them.

Get Real-Time Insights:

Bit offers a document tracking feature that helps you get real-time document insights on your shared documents. This means you can see how much time your prospect has spent reading your business pitch, how often they come back to read it, how far they’ve scrolled, and a lot more.

When it comes to creating, sharing, and managing business pitches or any other document, there’s nothing like Bit.ai out there. So what are you waiting for? It’s time to step up your game and start using Bit.ai!

Whether it is a single individual or a group of potential investors, the right business pitch can woo anyone. And in this blog, we have helped you learn how to do that! With Bit on your side, there’s no stopping you from creating a killer business pitch.

Remember, you are not always going to be successful in your dealings, no matter how perfect your business pitch is. But you have to remind yourself that the door to opportunities will only open up to those who knock. Good luck!

Further Reads: 

Sales Pitch: What is it & How to Create a Killer One?

Elevator Pitch: What is it & How to Write One!

Business Competition: 11 Ways to Stay Ahead in 2022!

Partnership Proposal: Definition, Importance & Steps!

Contract Proposal: What is it & How to Create it?

7 Successful Elevator Pitch Examples You Must Read!

Business Objectives: How To Set & Achieve Them?

Periodic Report: What is it and How to Create It?

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About Bit.ai

Bit.ai is the essential next-gen workplace and document collaboration platform. that helps teams share knowledge by connecting any type of digital content. With this intuitive, cloud-based solution, anyone can work visually and collaborate in real-time while creating internal notes, team projects, knowledge bases, client-facing content, and more.

The smartest online Google Docs and Word alternative, Bit.ai is used in over 100 countries by professionals everywhere, from IT teams creating internal documentation and knowledge bases, to sales and marketing teams sharing client materials and client portals.

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What is Business Pitching? A Comprehensive Guide

Are you looking to make a lasting impression with your business pitch?

Whether it's capturing the attention of potential investors or presenting a groundbreaking business idea, mastering the art of the business pitching is crucial.

In the entrepreneurial sphere, the skill to present a successful business pitch can be the defining factor in your venture's success. It's not just about having a great business plan. it's about how effectively you communicate it.

From crafting an impactful elevator pitch to designing a persuasive pitch deck, this guide is your roadmap to creating pitches that resonate and yield results.

Stay with us as we explore the essentials of a successful business pitch and how to create business pitch in a way that captivates and convinces.

What is a Business Pitch?

A business pitch is essentially a detailed presentation of a business idea, aimed at individuals or entities capable of transforming that idea into a tangible reality.

A successful pitch does more than just present an idea, it persuades your audience that you have a plan that works. This involves showing a clear understanding of your target audience, what sets your idea apart, and how it fits into the current market.

Today's business world places great importance on the ability to deliver successful business pitches. These pitches are crucial for entrepreneurs to gain support, whether it's financial backing or customer interest.

To create the perfect business pitch, focus on clarity and the ability to highlight what makes your business idea unique. Whether aiming for a sale or investment, your pitch should clearly articulate your vision, backed by solid financial projections and a strategy that appeals to your target market.

5 Types of Pitches in Business

Understanding the different types of business pitches is key to effectively communicating your business ideas.

Each type of pitch, whether it's an investor pitch, a sales pitch, a product pitch, a job pitch, or a pitch for workplace and networking, serves a unique purpose and targets a specific audience.

1. Investor Pitch

An investor pitch is a presentation using a business pitch deck aimed at attracting potential investors. It involves presenting a business idea with detailed financial projections and a clear value proposition.

Typically lasting between 5 to 10 minutes, these pitches include key components like market analysis, business model, team overview, and an investment proposition. The pitch deck should also include a thorough market and competitive analysis.

2. Sales Pitch

A sales pitch is designed to engage potential customers, convincing them of the need for your product or service. These pitches are often shorter, ranging from a few minutes to half an hour.

The perfect pitch clearly articulates the benefits of what you're offering, including a clear description of the product or service, its benefits, pricing, and a call to action.

3. Product Pitch

A product pitch focuses specifically on a product or service, highlighting its unique features and benefits. These pitches can vary in length, from a few minutes to an extended presentation.

They often involve a detailed explanation of the product's value proposition, its functionality, and its problem-solving capabilities for customers.

4. Job Pitch

A job pitch is a personal presentation, usually brief at around 2-5 minutes, highlighting specific and unique skills to potential business partners or employers.

It's about marketing yourself as the ideal candidate for a job or a business venture, including your skills, experiences, achievements, and their alignment with the opportunity.

5. Workplace and Networking Pitches

Workplace and networking pitches are used in professional settings to propose new ideas or projects, or in networking situations to connect with potential business partners.

A good elevator pitch is essential here, typically lasting no more than 30 seconds to a minute, where making a quick and impactful impression is crucial.

These pitches should include a brief introduction, a summary of the idea or proposition, and a memorable closing statement.

Why You Should Create Business Pitch?

Creating a business pitch is an essential step for any entrepreneur, especially for small businesses looking to make a significant impact in their market.

A well-crafted pitch is more than just a presentation; it's a crucial tool for communicating the essence of your company to potential customers, investors, and partners.

Attracting Investment and Funding

For small businesses, securing funding can be a game-changer. A compelling business pitch can capture the attention of investors by clearly outlining your business idea, its market potential, and your strategy for success. It's your opportunity to showcase why your company is a worthwhile investment.

Gaining New Customers

A business pitch isn't just for investors, it's also a powerful way to attract potential customers. By effectively communicating what your business offers, you can persuade customers why your product or service is the solution they need. A pitch helps in clarifying your value proposition and how it addresses the needs of your target market.

Establishing Your Brand

For small businesses, brand recognition is vital. A business pitch allows you to present your company's vision, mission, and values to a broader audience. This is not just about selling a product or service; it's about introducing and establishing your brand in the marketplace.

Networking and Partnerships

Business pitches open doors to networking opportunities and potential partnerships. They provide a platform to connect with other businesses, industry leaders, and potential collaborators who can offer valuable resources, advice, and support.

Strategic Planning and Clarity

The process of creating a business pitch forces you to thoroughly analyze and articulate your business strategy. This exercise can provide clarity and direction for your company, helping you to refine your business model and set clear goals.

6 Key Skill You Need for Effective Business Pitching

Mastering the art of business pitching requires a blend of diverse skills. Whether you're aiming to convince investors, engage prospective clients, or present a business opportunity to your leadership team, certain key skills are essential.

1. Communication and Public Speaking

The foundation of a great pitch is effective communication. This involves not only what you say but how you say it. Capturing and maintaining the audience's attention is crucial, especially in scenarios like elevator pitches or when presenting to potential clients. Public speaking skills are vital in conveying confidence and clarity, making your pitch more persuasive.

2. Research and Data Analysis

To convince investors or a leadership team, your pitch must be backed by solid research and data analysis. This includes understanding industry knowledge, expected revenues, and competitive advantage.

Demonstrating a deep understanding of these elements shows that your pitch is not just a concept but a well-thought-out business opportunity.

3. Strategic Thinking and Planning

A successful pitch is often the result of careful strategic planning. This includes not just the content of the pitch itself but also understanding the broader context in which your business operates.

Knowledge of your industry, competitive landscape, and market trends can help you position your business idea as a viable and attractive opportunity.

This strategic approach is crucial when trying to gain a competitive advantage or when presenting a business opportunity that requires a deep understanding of market dynamics.

4. Problem Solving and Creativity

Every successful project begins with a solution to a problem. Your ability to identify and articulate a problem and propose innovative solutions can set your pitch apart.

This skill is particularly important when addressing potential clients or team investors, as it showcases your startup's early hires' ability to think creatively and solve real-world problems.

5. Leadership and Team Collaboration

Especially in the context of team investors or a leadership team, demonstrating strong leadership and the ability to collaborate effectively can be a key part of your pitch.

This shows that you're not just presenting a business idea, but you're also capable of leading a team to turn that idea into reality. Highlighting successful projects and collaborations in your pitch can reinforce this point.

6. Emotional Intelligence and Empathy

Understanding and connecting with your audience on an emotional level can make your pitch more compelling.

This involves reading the room, being empathetic to the listeners' perspectives, and adjusting your pitch accordingly. A pitch that resonates emotionally can capture and hold the audience's attention more effectively, making it a memorable experience.

15 Tips for Creating Successful Business Pitch

1. start with a clear understanding of your audience.

Before you even begin to craft your pitch, it's essential to know who you're pitching to. Whether it's venture capitalists, angel investors, or potential business partners, understanding their interests, pain points, and what they look for in a business opportunity is crucial.

This knowledge allows you to tailor your pitch, making it more relevant and engaging.

2. Develop a Concise and Compelling Elevator Pitch

An elevator pitch is your gateway to capturing interest. In just 30 seconds to a minute, you need to effectively communicate the essence of your business idea.

This pitch should be a distilled version of your vision, capturing the core of what you do and why it matters.

It's not just about being brief; it's about being impactful. Ensure your elevator pitch resonates with potential customers, clearly articulating the value proposition and setting the stage for a deeper conversation.

3. Emphasize the Problem and Your Unique Solution

Addressing a specific pain point is at the heart of every successful business pitch. Your audience, especially angel investors and potential clients, needs to understand the problem you're solving.

Clearly define this problem and then pivot to your unique solution.

Explain how your product or service fills a gap in the market. This is where you differentiate yourself from other businesses, showcasing your innovative approach and how it benefits your target market.

4. Showcase Your Business Model and Financial Projections

A robust business model is critical for securing funding from venture capitalists and other investors. Your pitch should detail how your company plans to make money, highlighting key revenue streams and your go-to-market strategy.

Include financial projections that are both ambitious and realistic, covering expected revenues and key metrics for success.

This part of your pitch demonstrates not only the viability of your business idea but also your acumen in planning for growth and sustainability.

5. Include a Strong Go-to-Market Strategy

A well-defined go-to-market strategy is essential for convincing investors of your business's potential. This strategy should detail how you plan to reach your target audience and secure funding.

It involves outlining your marketing plans, sales channels, and how you intend to penetrate the market.

Highlight how your approach addresses a specific pain point in the market, and how your product or service fits into the existing landscape. This section should also include key metrics to measure the effectiveness of your strategy, demonstrating a comprehensive view of your market opportunity.

6. Present a Compelling Story with Real Customer Experiences

Stories resonate deeply with audiences, including potential customers and investors. Share real experiences from customers to illustrate the impact of your product or service.

These narratives should highlight the pain points your customers faced and how your solution helped them.

This approach not only makes your pitch more relatable but also showcases the practical application and effectiveness of your offering. Personal stories can transform your pitch from a simple presentation into an engaging and emotionally appealing narrative.

7. Introduce Your Team and Their Expertise

Your team is a cornerstone of your business, and introducing their expertise is crucial in a pitch. Highlight the complementary skill sets of your team members, focusing on how each contributes to the success of the company.

Discuss the leadership team's experience and qualifications, emphasizing their roles in driving the business forward. This section is not just about listing qualifications; it's about showing how your team's collective experience and skills align with your business goals and will contribute to its success.

A strong team presentation can significantly boost investor confidence and demonstrate your business's capability to achieve its objectives.

8. Address the Competition with a Competitive Analysis

Your pitch should include a thorough competitive analysis, showcasing how your business stands out from others. This involves not just identifying your competitors but also analyzing their strengths and weaknesses in comparison to your own business.

Explain how your product or service offers something different or better – whether it's innovation, cost-effectiveness, or a unique approach to solving a problem.

This section reassures investors and potential clients that you have a deep understanding of the market and are prepared to navigate its challenges.

9. Practice and Perfect Your Delivery

The impact of your pitch is as much about delivery as it is about content. Practice your pitch multiple times to refine your presentation skills, including body language, tone, and pacing.

Consider recording your practice sessions to identify areas for improvement. Remember, a confident and polished delivery can significantly enhance the effectiveness of your pitch.

It's also important to adapt your style to different settings, whether it's a formal presentation to venture capitalists or a more casual pitch to potential customers.

10. Use Visuals to Enhance Your Pitch

Visual elements can make your pitch more engaging and memorable. Use visually appealing slides, charts, and graphics to support your key points.

These visuals should complement your narrative, making complex information like financial projections or market analysis easier to understand. A well-designed pitch deck not only keeps your audience engaged but also demonstrates your professionalism and attention to detail.

Ensure that your visuals align with your brand and effectively communicate your message.

11. Be Ready for Questions and Feedback

Anticipate questions and be prepared with thoughtful, concise answers. This part of the pitch is crucial as it demonstrates your depth of knowledge and readiness to engage with investors' or clients' concerns.

Practice addressing potential queries about your business model, market opportunity, and financial projections. Also, be open to feedback. It can provide valuable insights into how your pitch is perceived and what aspects of your business idea may need further clarification or development.

Engaging positively with questions and feedback can leave a lasting, positive impression on your audience.

12. Leverage Social Proof and Testimonials

Utilizing social proof, such as customer testimonials or industry expert endorsements, can significantly enhance the credibility of your business pitch.

When potential investors or customers hear positive feedback from those who have already interacted with your product or service, it builds trust and validates your business.

Include specific examples of customer satisfaction or expert approval to demonstrate market acceptance and the real-world impact of your offering.

13. Highlight Scalability and Long-Term Vision

Investors are often drawn to businesses with the potential for significant growth. In your pitch, emphasize how your business can scale up.

Discuss your long-term vision, detailing how you plan to expand your market reach, develop your product line, or innovate in your service offerings.

This part of the pitch should paint a picture of a thriving future for your business, showing that you're not just prepared for immediate success but are also strategizing for sustained growth.

14. Demonstrate Market Knowledge and Trends

Showcasing your in-depth understanding of the market sets you apart. In your pitch, provide insights into current market trends, potential shifts, and how your business is well-positioned to capitalize on these changes.

This demonstrates not only your knowledge of the industry but also your business's potential to stay ahead of the curve. Discuss how your product or service aligns with these trends and how you plan to adapt to future market developments.

15. Discuss Risk Management and Contingency Plans

Addressing potential risks head-on in your pitch can significantly boost investor confidence. Outline the main risks your business might face, whether they are market-related, financial, or operational.

More importantly, detail your strategies for mitigating these risks. This could include diversification plans, financial buffers, or adaptive business strategies.

Demonstrating that you have thought about and prepared for potential challenges shows that you are a realistic and prudent entrepreneur.

The Bottom Line

To wrap up, creating an effective business pitch is crucial for entrepreneurs aiming to attract venture capital, grow their business, or reach more customers. A strong pitch is all about clearly and engagingly explaining your business, making sure your audience understands and is captivated by your vision.

Remember, the goal is not just to inform but to engage and inspire action. By focusing on these key elements and avoiding unnecessary jargon, your pitch can become a powerful tool in your entrepreneurial journey, opening doors to new opportunities and paving the way for business success.

Stay open to feedback, learn from each presentation, and refine your approach. This commitment to growth will not only enhance your pitches over time but also contribute significantly to your overall business acumen and success.

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How to Deliver the Perfect Business Pitch: 8 Tips Inspired by 'Shark Tank'

Updated: March 17, 2022

Published: June 23, 2016

While it's not necessarily an indicator of future success, it's a critical moment for any business. A great pitch can bring valuable partnerships to the table -- partnerships that come with even more valuable financial incentives.

Business pitches take place in a wide variety of settings, from elevators, to offices, to cocktail parties. Some lucky entrepreneurs get the chance to pitch their businesses on ABC's hit TV series Shark Tank, where promising entrepreneurs pitch to a panel of five "Sharks" -- self-made multimillionaire and billionaire investors who've achieved enormous success in their respective industries.

These entrepreneurs have a short amount of time to tell their stories, sell their products, answer questions, and overall make an impact that they hope will lead to a major money-making opportunity .

There's a lot about delivering great product pitches that we can learn from the show. Read on to learn about tips from successful Shark Tank product pitches.

(Do you have a startup you want to pitch? Enter HubSpot’s pitch-off competition for a chance to pitch your business on-stage at #INBOUND16 in front of thousands of marketing and sales professionals, early-adopters, techies, and our panel of all-star judges. Click here to learn more about how to enter the pitch-off .)

8 Tips From Successful Shark Tank Product Pitches

1) prepare, prepare, prepare..

Selling your idea is as much how well you present it as it is the idea itself. Back in 2012, Shark Tank investor Barbara Corcoran told Business Insider that the best pitch she's every seen on the show was from Sabin Lomac and Jim Teslikis, co-founders of a seafood truck company called Cousins Maine Lobsters .

"I remember thinking to myself, 'My God, these guys are amazing!'" said Corcoran. "They were clear, they were good-looking (you couldn't take your eyes off them), they were high energy, and they answered every question and objection like geniuses. Genuine, rock solid, and perfect answers."

Image Credit: Business Insider

Once she started working with them, Corcoran understood the secret to their polished appearance on the show: preparation. The two co-founders had spent a tremendous amount of time and energy preparing for their appearance on the show. For instance, they watched all four existing seasons of Shark Tank and wrote down every objection any shark had ever asked an entrepreneur. Then, they prepared and practiced their answers and quizzed each other to make sure they had it all down before appearing in front of the Sharks.

"I haven't seen it before, and I haven't seen it since," Corcoran said of their avid preparation.

The Takeaway

Before you make your pitch, you'd better do your homework. Study the bios, social media accounts, and investment backgrounds of every single investor who will be in the room. Make sure you understand what drives each of them so that you can adapt your pitch accordingly. Remember: Your presentation shouldn't be the same if you're pitching to a potential partner versus a potential engineer hire, for instance.

Know the key points of your presentation cold and nail at least the first few minutes of your presentation where it's just you doing the talking. It's harder to straighten out a bad pitch than it is to keep the momentum of a good one going.

As Shark Tank investor Mark Cuban says , "Do the work. Out-work. Out-think. Out-sell your expectations. There are no shortcuts."

2) Practice your pitch in front of real people first.

We're all heard the mantra "practice makes perfect" time and time again, but I want to really hammer home that how well and often you practice your business pitch can make a potentially life-changing impact on you and your business.

Let's take the case of Aaron Krause , the man who created the product Scrub Daddy , a smiley-faced cleaning utensil that received a bid from Shark Tank investor Lori Greiner -- and has been called the most successful product in Shark Tank history.

In addition to having a phenomenal product, Krause's differentiator was practicing his pitch in front of other people before going on the show. According to Krause , he practiced for months in local grocery stores where he was selling his product. In the process, he refined his pitch so well over a period of months that, when he finally appeared on the show, his delivery and demonstration was flawless. Shark Tank investor John Daymond said it was "like watching a live infomercial."

Later, Daymond would say it was his favorite pitch of the first six seasons of the show. Daymond was beat out by Greiner, who invested $200,000 in exchange for 20% equity in Scrub Daddy.

The more familiar and comfortable you are with your pitch, the more effective your presentation will be. Like Cuban said, there are no shortcuts here: You have to practice (a lot ) to reach the level of familiarity and comfort that'll result in a flawless presentation. And that flawless presentation could make you a lot of money.

At the end of every practice pitch, ask yourself what you would change about it. In fact, in certain settings, you might ask the people you pitched to what they would change about it. Use it as a learning exercise by reflecting on what went well and what you can do differently next time.

Pro Tip: Silicon Valley venture capitalist Guy Kawasaki suggests that you throw away your pitch and start with a clean slate every five pitches or so. "Let this 'version 2.0' reflect the gestalt of what you’ve learned instead of being a patchwork quilt," he wrote.

3) Tell a great story, and make an emotional connection.

While some presentations are more formal and have rigid structures, pitches tend to have more flexibility -- and presenting your pitch as a story can be much more compelling than a list of facts.

One of the best showcases of how a compelling story can win over investors (and can even, in some cases, make up for lack of business acumen) comes from Tree T-PEE founder Johnny Georges. That pitch was the most emotional moment ever on the show , said Shark Tank investor Kevin O'Leary . "It actually is the reason the show won an Emmy," he said. Shark Tank had won an Emmy for Outstanding Structured Reality Program in 2014.

Georges' pitch began with the story of how he developed a business from his late father's invention, a device farmers can use to reduce the amount of water wasted by irrigating orange groves.

The investors liked the technology and the patient, but they told Georges they were disappointed by his lack of drive to make these devices more profitable.

Georges' response? He launched into a powerful story of why he believes so strongly in helping his fellow farmers and carrying on his father's legacy. "It was a particularly powerful moment in Shark Tank," said O'Leary, "and no one's going to forget it. Every Shark had a tear in their eye, including me. He is a great soul, that man."

A guest investor on the show that day, Paul DeJoria, ended up investing $150,000 for 20% equity.

This story isn't about how to make up for not being business-savvy. But it is a powerful example of how making an emotional connection with the investors and connecting with them on a human level can make a big difference in the outcome of your pitch.

Remember: People tend to react emotionally first, and then rationalize logically. Research shows that even decisions we believe are logical ones are arguably always based on emotion.

"People cannot run emotion and logic at the same time," wrote Martin Soorjoo , author of Here’s the Pitch: How to Pitch Your Business to Anyone, Get Funded and Win New Clients. "This means that when you construct and deliver your pitch, focus on ensuring you achieve favorable power dynamics and inspire and engage your audience so that you keep them in the emotion zone."

4) Promote yourself as a savvy business person.

The entrepreneurs on Shark Tank who've given the best pitches not only tell a compelling story, but also promote themselves as smart, savvy businesspeople. After all, an investment results in a business partnership -- and investors want to work with smart people who know what they're doing and can make them money.

Brian Lim is one such entrepreneur. In 2015, he pitched his product EmazingLights , which are gloves with LED lights in the fingertips that have become popular at raves and music festivals.

At the same time he pitched his product, he also pitched both the product and his own work ethic and business acumen. He credited the $7 million in annual revenue he'd earned through EmazingLights to his focus, passion, and long-term vision to beat out his competitors in the emerging rave apparel space.

ABC's Shark Tank - Season 6 Episode 22 - Emazing Lights from EmazingLights on Vimeo .

"We own 80% of the global gloving market," said Lim in his pitch. "The rest of the market is made up of four or five of our competitors, and I guarantee they do not operate at the same level."

He used data to back up strong statements like these. For example, he started the company with $100 and has grossed over $13 million in four years while starting another supporting company for the rave community called iHeartRaves .

"In my view, the transient nature of it has me a little nervous, but I can see someone here who's working his tail off, which is interesting," said O'Leary before making the first offer.

The biggest compliment Lim received came from Shark Tank investor Robert Herjavec during negotiations on the episode: "You're the real deal, man," he said. "You are probably one of the, if not the best entrepreneur we've had here."

Lim would end up making a deal with Cuban and Daymond, with Cuban giving $650,000 for 5% and John taking licensing rights and a 20% commission.

Lim had a great business plan and the numbers and sales history to back it up -- but where he really stood out was in selling himself as a phenomenal entrepreneur and potential business partner.

Investors know that the better their business partners, the less work they'll ultimately have to do. Use stories about your work ethic and dedication to convince investors that you have what it takes to come up with new ideas and take on business initiatives intelligently, all by yourself.

(If you want to develop your own entrepreneurial skills, here's a list of resources that'll help you become more business-savvy .)

5) Make your presentation visual and interactive.

If giving a business pitch makes you think of PowerPoint slides and bullet points, then you're doing it wrong. On Shark Tank, a common thread for successful business pitches are that these entrepreneurs make their presentations heavily visual and even interactive. In many cases, they bring products or parts of the product that the Sharks can actually touch, hold in their hands, and experience for themselves.

For example, Lani Lazarri, who was 18 years old at the time, gave a thorough demonstration of her line of skincare products called Simple Sugars . Early on in the presentation, she asks one of the investors Laurie Geiner to come up to her table and try the product for herself.

Lani gave Laurie a choice of which flavor to try, and instructed her to add a little bit of water and scrub until she felt the sugars start to melt. She asked Laurie how it felt, to which Laurie responded, "It feels very, very soft."

"That's the oils in it," Lani responded. "The sugar removes the barrier of dead skin cells that naturally sits on top of your skills, which allows the oils to penetrate your skin and provide that moisture." The visual language helped the other investors in the room feel what was happening without actually trying it for themselves.

In general, you'll notice that the vast majority (if not all) of Shark Tank 's best pitches are highly visual and involve interactive elements like Lani's. The only time you'll see entrepreneurs use a slide deck is to present the name of the product, and sometimes to show different elements of it that can't be seen in person.

Visual presentations and physical interaction have positive psychological impacts on an audience. Research shows the longer we touch or hold something, the more we feel ownership over it --- and the more we want it. And the more we feel we already own something, the higher value we place on it.

You can still use PowerPoint slides, but if you do, be sure to offer interesting visual and dramatic slide presentations. (And read this blog post for 14 PowerPoint presentation tips to make your designs more effective, along with free templates.)

Pro tip: Prepare a second version of your slide deck to send out later as a leave-behind that you can include in your follow-up to investors. Your two presentations should match in general flow and content, but the one shown in your live presentation should be highly visual, and the one to send later should have more words and explanations so it can act as a standalone presentation.

6) Highlight product validation by talking about early sales.

Some of the most common questions Sharks ask of entrepreneurs on the show are about sales:

• What are your sales year-to-date?
• What do you think you'll do this calendar year?
• What do you think you'll make on it?

For investors, early sales success is one of the most promising signs of the product's validation. It shows that consumers are already valuing the product and are willing to spend money on it.

One entrepreneur named Max Gunawan pitched his foldable lamp company, Lumio , to the investors on Shark Tank in 2015. In his pitch, he clearly illustrated how an investor could make money off his quickly growing company by explaining that he grew the business to $1 million in annual sales within two years.

All five Shark Tank investors offered him deals, and he ended up partnering with Herjavec for $350,000 in exchange for 10% equity.

Rebecca Rescate, who founded a toilet training kit for cats called CitiKitty , also used her sales numbers and projections to prove the value of her concept.

After fielding some jokes from the investors initially, she pushed through to explain how she'd made $225,000 in sales the previous year all by herself -- and earned coverage in major media outlets like The Wall Street Journal to help create a demand. She ended up making a deal with Kevin Harrington for $100,000 for 20% equity.

Along with a compelling story and presentation, talking comfortably about your sales numbers and projections is a very important part of your pitch. Without numbers to back them up, whether a person likes a product concept or not is fairly anecdotal. Investors like to see ideas that are backed by real dollar figures.

If you haven't put your product on the market yet, you can get an idea of demand and promises to buy from your Kickstarter marketing. If nothing else, Angel Investor Tim Berry suggests bringing signed letters from future customers or from sales channels. "Distributors or retail chains are very helpful," he wrote in an article for Entrepreneur . "And when possible, don’t just talk about documents. Take a picture and post it on a slide in the deck."

Remember to be realistic with your sales predictions. If they're not believable, then you won't be, either. ( Read this blog post to learn more about how to accurately predict your future sales.)

7) Come in with a negotiation strategy.

The negotiation is arguably the hardest -- not to mention the scariest -- part of a business pitch. One of the most common reasons why entrepreneurs fail to land a deal on Shark Tank is because they don't negotiate well. Either they haven't done their homework on the numbers, or they become indecisive or anxious, or both.

Brad Schultz, Aimy Steadman, and Justin Fenchel made up the three-person team behind boxed wine cocktail company Beatbox Beverages .

Image Credit: Heavy

Let me outline how the negotiation went for you ...

When the BeatBox team first entered the meeting room, they asked for $250,000 for 10% equity. During their pitch, they talked about how they initially invested $55,000 in the company themselves, along with an additional $100,000 borrowed from friends and family -- which resulted in $235,000 in sales in their first 14 months.

"Tell me how you're going to take it from $235,000 to $5 million," Herjavec responded . Fenchel said that the money would be used mostly to hire brand ambassadors to set up tastings at liquor stores.

Another investor at the table, Mark Cuban, didn't like it. "Your leverage points for any one store aren't great," he came back. What Cuban meant here was that getting products in even the largest private store doesn't offer potential for massive growth, according to Business Insider 's coverage of the episode . A better strategy, Cuban said, would be to bring their products to big events with thousands of people.

After some back-and-forth about promotion and distribution strategies, Fenchel and his team received a number of different deals from the investors that they'd need to consider against their initial request for $250,000 for 10% equity ($2.5 million valuation):

• $400,000 for 20% equity from Barbara Corcoran ($2 million valuation)
• $200,000 for 20% from Kevin O'Leary ($1 million valuation)
• $600,000 for 33.3% equity from Mark Cuban ($1.8 million valuation)

Along with the offer, Cuban argued that the entrepreneurs should pick him because he thinks BeatBox has a shot at going viral in the same way that Skinnygirl did. He pressured Fenchel and his team to make a decision -- and they were quick to respond. This is even more impressive since they were a team of three, but ultimately, they'd agreed to give Fenchel the final say without objecting.

Fenchel was immediately prepared with a counter-offer. "Would you do $1 million for a third?" he asked. Cuban said yes.

That was a successful negotiation. Here's what a failed negotiation looks like on Shark Tank, where even promising entrepreneurs have missed out on deals because they were indecisive.

In this case, Lei Yu and Tyler Freeman, the co-founders of the wearable technology company DrumPants, are a prime example of this. They walked onto the show asking for $150,000 in exchange for 5% equity. From there, they received two offers: $150,000 for 20% equity from Herjavec, and $250,000 for 20% from Daymond. Yu and Freeman then ask if they can step into the hallway to discuss.

Back in the tank, O'Leary says, "You know what happens in Shark Tank when you leave the tank? Nasty, nasty things. What is wrong? You've got two offers. You've got to make a decision."

When they came back in, Freeman asked Herjavec if he'd drop his stake from 20% to 15% for the same $150,000, to which Herjavec doesn't respond. Finally, Herjavec -- and eventually Daymond -- withdraw their offers because the two co-founders were so indecisive.

"I think what your challenge is, and you've probably been hearing it your entire lives, is that you're both very deliberate," Cuban tells them before they leave the stage. "But that's part of the problem, right? Sometimes the perfect is the enemy of the good. Right? Paralysis via analysis."

Before you confront your investors, you need to come up with a plan for negotiating. This is the part of your pitch where the stakes are very, very high. You'll need to do a lot of preparation ahead of time. Make sure you're totally familiar with your product or service, the industry, and the competition -- including details like numbers.

You'll also want to research how each of the investors you're meeting with have negotiated in the past. If you know anyone who's dealt with them before personally, get in touch with them. "Many negotiators develop patterns and certain styles that you may be able to use to your advantage," writes Michael Sanibel for Entrepreneur.

Sanibel also recommends having the endgame in mind as you come up with your negotiation strategy. And during the negotiation, you'll need to be prepared to go after a win-win situation, which could mean splitting the difference between your ask and an investor's offer.

8) Keep your cool.

Giving any sort of presentation is nerve-wracking enough. But when you're pitching your passion to people who are primed to be both skeptical and critical, it can really feel like you're stepping into the hot seat and putting yourself out there. And when the questions start pouring it, it can sometimes feel like you're getting "attacked."

But keeping your cool can pay off big time. One of the biggest Shark Tank deals in the history of the show was won because the person pitching kept a cool head during a barrage of questions and expressions of doubt.

The deal was won by Andrew McMurray, the chief consultant of single-serving wine company Zipz Wine , who negotiated a whopping $2.5 million investment in exchange for 10% equity from Kevin O'Leary in 2014.

The Shark Tank investors had a lot of questions and concerns about McMurray's business. Most notably, O'Leary argued that the founder of a very similar-looking company called Copa Di Vino had come onto the show twice and left with nothing. The investors berated McMurray with questions about his licensing deal, his branding, his pricing, and more.

Many people would have broken down under the pressure, but check out how calmly McMurray handled the negotiation.

When it came time to make a decision, McMurray made a quick phone call to check with his partners, but ultimately took the deal. He wouldn't have been able to do it without his ability to keep cool and stay reasonable throughout the negotiation.

While you may feel nervous, it's important to keep a cool head during your pitch. If you're visibly uncomfortable, you're only going to make the investors uncomfortable -- and they might see that as a lack of confidence.

The more you know your product and the industry, and the more prepared you were for the Q&A, the more likely you'll be able to draw on what you know to offer answers to questions you expected and those you didn't expect.

"Staying positive and not getting on the defensively will always lead to a more natural and approachable cadence to your pitch," writes Ben Schippers for TechCrunch . If you get a question you aren't comfortable answering or don't know how to answer, don't make something up or skirt around the issue. Schippers suggests responses like these:

• "That’s a great question, give me a day or so to do some research and I’ll report back."
• "I haven’t approached my research from that perspective, I’ll be sure to it -- great suggestion."

If an investor points out a deficiency in your business plan, you might talk about how the investor's guidance and capital can help turn those weaknesses around.

And hey, if things go poorly, don't dwell on it. Learn from the experience, make identifying what you'll do differently next time into an exercise, and then cut yourself some slack and move on.

What other tips for delivering the perfect pitch can you add to this list? Share with us in the comments.

Don't forget to share this post!

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How to Successfully Pitch Your Business Idea to Investors

Caroline Cummings

8 min. read

Updated May 10, 2024

If you’re an entrepreneur, you need to know how to pitch your business. Even if you’re not planning to pursue funding, having a solid elevator pitch ensures that you know your business inside and out. Which comes in handy if or when you eventually decide to seek out investment.

• How to make a pitch for investors

Creating a successful pitch starts with a thorough business plan. From there it’s up to you to identify what makes your business valuable and worth investing in. You may have 5-pages of proven financial history and a deep analysis of how you stack up against the competition across multiple industries, but you simply can’t cover it all. 

Because, when your pitching to angel investors and venture capitalists for the first time, you’ll often only have around 10-minutes to make your case. Here’s how to make that quick pitch successful. 

1. Create a presentation 

First, take the time to put together your pitch deck . The goal is to create a deck that is easy for you to work off of and gets investors excited about your business. 

Keeping that in mind, you should have a short version that you can speak to within 10-minutes as well as an extended version that includes everything you’d like to give potential investors access to. 

You can use our free pitch deck template for Powerpoint to get started. If you need help putting your pitch together, check out this list of tools that can help you put together a professional-looking presentation.

2. Practice your pitch

You need to practice your pitch. Not being able to quickly speak to each element of your business makes every other tip on this list virtually useless.

Too many entrepreneurs think that just by knowing their business they can quickly and succinctly explain its’ value. And having a killer pitch deck with eye-popping visuals will be enough to fall back on. So they go into pitch meetings unprepared.

Instead of being able to say, “I only need 10 minutes of your time,” and actually only taking 10 minutes, you’ll soon find yourself rambling 20 minutes in having only made it through slide 5. Take the time to practice, simplify your messaging, and only keep elements that build up your business. Leave everything else on the cutting room floor.

3. Outline the problem with a story

Begin your pitch with a compelling story. It should address the problem you’re solving in the marketplace. This will engage your audience right out of the gate. And if you’ve done any testing try to include actual data here.

If you can relate your story to your audience, in this case, the investor, even better. What industries have they invested in previously? What pain points do their previous entrepreneurial endeavors have? Do some research about the investor, so you have a good sense of what they care about and can tailor your story to them.

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4. Your solution

Share what’s unique about your product and how it will solve the issue you shared in the previous slide.

Keep it short, concise, and easy for the investor to explain to others. Avoid using buzzwords unless your investors are very familiar with your industry. Again, if you’ve done any testing beforehand, plugin results here to give your solution more credibility.

5. Your target market

Don’t say that everyone in the world is potentially your target market , even if it could be true one day.

Be realistic about who you’re building your product for and break out your market into TAM, SAM, and SOM . This will not only impress your audience, but it will help you think more strategically about your roll-out plan.

If you can, try and develop a user persona or your ideal customer when speaking about your target market. This can help investors visualize the potential customer base and displays that you’ve thought intently about who your business will serve. It’s also much easier to speak to a named individual in a quick pitch, rather than a broad demographic.

6. Your revenue or business model

Investors tend to care about this slide the most. How will you make money ? Be very specific about your products and pricing and emphasize again how your market is anxiously awaiting your arrival.

7. Your successes: Early traction and milestones

Early in the presentation, you want to build some credibility. Take some time to share the relevant traction you’ve made.

This is your opportunity to blow your own horn. Impress the investors with what you and your team have accomplished to date (sales, contracts, key hires, product launches, and so on). You’ve likely mentioned bits and pieces of this early on, but this is the point where you create a full snapshot of your business.

But don’t just leave it at what you’ve done, be sure to speak to where you’re going. Show them a roadmap of next steps, additional milestones and even mention how funding will help achieve them.

8. Customer acquisition: Marketing and sales strategy

This is usually one of the most skipped sections of an investor pitch and a full business plan. How will you reach your customers? How much will it cost? How will you measure success? 

Your financials should easily allow you to calculate your customer acquisition costs. But you should also mention how you intend to reach customers, which channels you’ll be advertising on, and even present an example of messaging. You’ve done your research, you know your customer, why not show investors what that will look like in action. 

9. Your team

Investors invest in people first and ideas second, so be sure to share details about your rock star team and why they are the right people to lead this company.

Also, be sure to share what skill-sets you may be missing on your team. Most startup teams are missing some key talent—be it marketing, management expertise, programmers, sales, operations, financial management, and so on. Let them know that you know that you don’t know everything.

10. Your financial projections

Show what you’re projecting in revenue (per product) over the next three to five years. You must back up your numbers by sharing your assumptions. You’ll see investors taking out their smartphone calculators to make sure your numbers make sense, so give them the information they need to see that your calculations are accurate.

If your financial chart shows “hockey-stick growth,” be sure to explain what happens to cause those inflection points. Now it can be incredibly easy to spend a ton of your time explaining financials but keep in mind that you need to speak to them quickly. If investors want to hear or know more, add your full financials to the extended pitch deck or offer to answer questions after you’ve finished presenting.

11. Your competition

Again, this is a very important part of your pitch, and many people omit this section or don’t provide enough detail about why they’re so different from their competitors.

The best way to communicate your value proposition over your competitors’ is to show this slide in a competitive matrix format —where you list your competitors down the left side of the page, you have your features/benefits across the top, and place checkmarks in the boxes for which company offers that service. Ideally, you have checkmarks across the top for every category, and your competitors lack in key areas to show your competitive advantage.

12. Your funding needs

Clearly spell out how much money has already been invested in your company, by whom, ownership percentages, and how much more you need to go to the next level (and be clear about what level that is). Will you need to raise multiple rounds of financing? Is the investment you’re seeking a convertible note, an equity round, or something else?

Remind the audience why your management team is capable of managing their investment for growth. Tell investors how much you need, why you need the money, what it will be used for, and the intended outcome.

13. Your exit strategy

If you’re seeking large sums of investment capital (over $1M), most investors will want to know what your exit strategy is . Are you planning on getting acquired, going public (very few companies actually do), or something else? Show you’ve done some due diligence on this exit strategy, including the companies you’re targeting, and why it would make sense three, five, or ten years down the road.

14. Follow-up

Investors will want you to be able to back up your claims. Have a well-thought-out business plan on-hand to share, so investors can read more if they’d like to. The intention, after all, is that you deliver a powerful pitch, and by the end, their hands are out asking for either your executive summary or your complete business plan.

15. Take feedback and refine your pitch

No matter the outcome of your pitch, whether you receive funding, another meeting, or rejection, look for areas to improve. Don’t be afraid to ask for feedback and take that into account for the next time you pitch. Now if the investor isn’t willing to provide any, don’t push the issue. It is their time you’ve just spent and are asking more of, so it’s a fine balance to achieve.

If you can, have another team member there to take notes and review with them after the fact. Look for weak-points, areas you stumbled over, and slides that led to negative reactions from the investor. Keep refining, practicing, and executing even if you think you’ve found the perfect pitch. 

You’ll really never know how good your pitch is until you actually do it. Don’t stress yourself out, and treat every investor pitch as a learning experience for you and your business. You’ll only continue to get better and better and can apply those learnings to every area of your business.

An entrepreneur. A disruptor. An advocate. Caroline has been the CEO and co-founder of two tech startups—one failed and one she sold. She is passionate about helping other entrepreneurs realize their full potential and learn how to step outside of their comfort zones to catalyze their growth. Caroline is currently executive director of Oregon RAIN . She provides strategic leadership for the organization’s personnel, development, stakeholder relations, and community partnerships. In her dual role as the venture catalyst manager, Cummings oversees the execution of RAIN’s Rural Venture Catalyst programs. She provides outreach and support to small and rural communities; she coaches and mentors regional entrepreneurs, builds strategic local partnerships, and leads educational workshops.

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A Great Sales Pitch Hinges on the Right Story

• Esther Choy

Listen to your customers, make an emotional connection, and think from their point of view.

When you’re working in sales, you need to master the art of persuasion and that involves being able to tell a compelling story that explains why your product or service will meet someone’s needs. It involves listening, making an emotional connection, and thinking from the customer’s point of view. The earlier you can learn how to communicate in this way, the faster you will likely grow in your role. But too often we tell the customer a story we believe sets our product or service apart without addressing, or considering, the concerns of the customer. A better approach is to step out of your own head and get curious about how the world looks, sounds, and feels to your clients.

When you work in sales, you need to be a great storyteller. This is true whether you’re talking to a potential client, a partner, or a distributor of your product. In a grocery store, for example, where shelf space is limited, you must convince the retailer that placing your product in a visible spot will result in greater profits for everyone. Similarly, at a sales convention, you need to assure prospective clients that what you’re selling is worth their investment. Both situations require a level of persuasion , and that often involves telling a compelling story.

As a professor at Northwestern University Kellogg School of Management and a consumer anthropologist who discovers and shares customers’ stories to help clients create relevant products and experiences (Gina) and the founder of Leadership Story Lab that coaches business leaders on the art of storytelling for business success (Esther), we use storytelling as the cornerstone of our work.

Through our experience, we’ve learned that “a compelling story” is a narrative that explains why your product or service will meet someone’s needs, especially in sales. It involves listening, making an emotional connection, and thinking from the customer’s point of view. The earlier you can learn how to communicate in this way, the faster you will likely grow in your role. The first step is avoiding a common mistake we often see those new to the industry make.

What Not to Do

A food and beverage company we worked with wanted to convince a supermarket chain to place its beverage on a more visible shelf. Their sales team told a story about what they considered their product’s biggest selling point: a state-of-the-art production process. They explained that having their beverage in a highly visible spot would increase their sales, allow them to scale distribution, and eventually, lower the price for customers, making their premium product more accessible.

This story was their first mistake, and it’s one we see often.

The story the sales team told focused entirely on why a better shelf space would benefit the company and their customers. It focused on what they believed set their product apart, but did little to address, or even consider, the concerns of the retailer.

Unsurprisingly, the supermarket chain wouldn’t budge, citing the low sales of the beverage, which cost 50% more than similar offerings.

When the food and beverage company met with us to discuss how to break this impasse, their sales team complained: “The retailer just doesn’t get it.”

This was their second mistake.

Rather than passively-aggressively accusing a client of “not getting it,” the sales team needed to take a pause, listen more closely, and reframe their narrative to meet the retailer’s needs.

As you begin your own career in sales, don’t make these same mistakes. Do this instead.

How to Craft Stories that Connect with Your Customers

In sales, the key to persuasive storytelling is to suspend your own judgments about why other people should buy, sell, or highlight your product or service. This is not to say that your knowledge doesn’t matter — you likely know the product or service better than anyone. But focusing too much on your own opinions can push you into that passive-aggressive mindset of others “not getting it.”

A better approach is to use your knowledge to highlight what it is about your product or service that will meet the customer’s needs. To do that, you need to step out of your own head and get curious about how the world looks, sounds, and feels to your clients.

By following these three steps — identifying their obstacles, fostering a shared sense of understanding, and creating and curating a meaningful narrative — you’ll be better equipped to get buy-in from anyone you want.

Step 1: Look for and listen to blocks and obstacles.

Let’s say you work at a car dealership and are trying to sell a newly released vehicle. You’ve told your story with compelling facts and figures, spotlighting all its high-tech bells and whistles. But, to your disappointment, the customer isn’t convinced that this car is worth the cost.

You’re frustrated — and we get it. Just like the food and beverage company, you’re struggling to understand why the potential buyer doesn’t appreciate the state-of-the-art features associated with your product.

Rather than leaning into that frustration, now is the time to step back and show some humility. Remember that, for you, the value proposition is clear: You view your product as superior because of its special attributes and functionality — and your instinct is to talk about those selling points. But technical lingo often appeals only to a few who speak that language. Jargon will never be as effective as the emotional connection you create when you listen to and relate to someone else’s pain point.

So, instead, get curious about your customer. Sticking with our original example, you might start by asking: “Why are you looking to buy a new vehicle today?” Then listen. Tap into your empathy by placing yourself in their shoes and try to identify what obstacles this sale could help them overcome. In this case, you may learn that the customer’s current vehicle is not fit for their growing family. With that information, you can begin to tell a different story — one that is responsive to the customer’s pain points.

In our conversations with the food and beverage company representatives, we identified two obstacles that were preventing the supermarket from featuring their product on a more visible shelf: the beverage’s high price point and its low sales. The food and beverage company’s sales team was not going to make any headway unless they addressed those two points specifically. In other words, they needed a different story.

Step 2: Tap into emotions — not just logic.

Emotions play an important role in decision making. Psychologists have f ound that our feelings influence what we believe to be true. This means, to persuade someone, you need to not only appeal to them rationally, but emotionally.

Consider the example of the car dealership. Now that you know the customer is growing their family, you can aim to understand them on an emotional level by asking yourself: Why would a new parent want to buy this vehicle? What would a parent care about most when driving their family members?

In the same way, the food and beverage company’s sales team needed to shift its tactics away from the purely logical to the emotional. That could only happen, however, if they understood the mix of emotions their consumers experienced before making a decision — particularly parents (their ideal customers) who often make price-driven decisions in the grocery store, as we’ve seen in through our work.

Instead of focusing on how the product was made, the sales team began to ask themselves: What would drive a parent to spend more money on our product? Ultimately, this helped them step more fully into the customer’s point of view.

Step 3: Tell a different story.  

Once you understand your customer emotionally, your story shifts — and, along with it, your sales pitch. In the example of the car dealership, you might choose to focus your pitch on the vehicle’s spacious backseat or family-friendly entertainment system. You can even focus on the fancy bells and whistles you highlighted in your original pitch, but tell a more intentional story about them, one that is crafted specifically for your customer. Explain why those new technologies make the car safer and more reliable — two points that will likely appeal to a parent.

As for the food and beverage company, its sales team began contemplating how to frame a new story as part of a better pitch to distributors and retailers. As it turned out, they had a chance encounter that changed everything. The sales team, all wearing company shirts, stopped at a diner for lunch. A waitress noticed the logo and approached their table. “I love your product,” she said. “I buy it all the time.”

Here was their ideal customer in person: someone who willingly paid a premium price for their product and, in her case, on a modest salary. With curiosity and empathy, they asked her why.

“My son has health issues,” she explained. “Your product has helped him so much.”

Her decision wasn’t based on the company’s production processes and filtration. It was because she saw the difference in her son’s health. This was the story they needed to tell — to distributors, to retailers, and to consumers.

The sales team sought out testimonials and feedback from other customers about why they bought the beverage, despite its higher price point. The feedback was consistent: Consumers believed the product saved them money in the long run by avoiding other costs, from nutritional supplements to medical care.

In the next meeting with the retailer, the sales team shared the waitress’s story and other customer testimonials. It was a pitch centered on their product’s value proposition and this time it landed. The retailer made a small commitment to give the beverage premium shelf space, concurrent with new marketing based on consumer stories. Sales increased and, over time, so did the store’s shelf space commitment.  

As a sales professional, you have a story to tell — a narrative you believe will differentiate what you’re selling from everything else in the market. The effectiveness of that story, however, rests not with what you want to say, but with how meaningful it is to your customers. When your story clears obstacles, creates emotional connections, and fosters a shared understanding, that’s when your narrative will rise above the rest. That’s the moment when everyone will truly “get it.”

• Gina Fong  is a consumer anthropologist at Fong Insight and a Clinical Assistant Professor of Marketing at The Kellogg School of Management at Northwestern University, where she teaches ethnographic research. She received the school’s highest teaching honor, the L.G. Lavengood Outstanding Professor of the Year, in 2023.
• Esther Choy  has been training and coaching executives to become more persuasive through the use of classical storytelling elements since 2010. She is the author of “Let the Story Do the Work” published by HarperCollins in 2017. Her thought leadership on storytelling and first-generation wealth creators has appeared in leading US media outlets such as Forbes, Entrepreneur and the New York Times.

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Kennedy blasts Biden, Trump over pandemic measures in pitch at Libertarian convention

Jonathan J. Cooper

Associated Press

Copyright 2024 The Associated Press. All rights reserved.

Independent presidential candidate Robert F. Kennedy Jr. speaks during the Libertarian National Convention at the Washington Hilton in Washington, Friday, May 24, 2024. (AP Photo/Jose Luis Magana)

Independent presidential candidate Robert F. Kennedy Jr., accused Joe Biden and Donald Trump Friday of trampling on personal liberties in response to the pandemic that spanned their presidencies.

Kennedy , who has long claimed to be a victim of government and media censorship of his unorthodox views , said Americans have lost faith in their leaders and institutions, and he pledged to restore it.

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“Maybe a brain worm ate that part of my memory, but I don’t recall any part of the United States Constitution where there’s an exemption for pandemics,” Kennedy said, referencing a New York Times report that he was diagnosed more than a decade ago with a parasite that lodged in his brain.

“Neither of them upheld the Constitution when it really counted,” he said of the current and former president.

Kennedy spoke at the Libertarian Party convention in Washington as he looks to grow his base of support among Americans disaffected with the Republican and Democratic parties. He’s formed alliances with minor parties spanning the ideological spectrum to gain access to the ballot in November and the debate stage next month .

Kennedy talked publicly about pursuing the Libertarian nomination as a way to secure ballot access, which sparked controversy in the party, where some members opposed supporting a candidate who is not always in step with their limited government views. His mere presence at the convention was controversial, with some delegates attempting to bar his speech. Kennedy was not on the list of nominees from which a Libertarian presidential candidate will be selected on Saturday.

Bearing the name of one of the Democratic Party's most famous political dynasties , Kennedy acknowledged his differences with libertarians but focused is pitch on his view that the Biden and Trump administrations overstepped during the pandemic.

Trump, he said, was wrong to close businesses and shield companies from liability in developing products to respond to the pandemic. And Biden violated Americans' fundamental freedoms with his support for vaccine mandates, Kennedy said. The mandates, which aimed to require inoculations for as many as 100 million workers, were partially blocked in courts and Congress, and most of the rest ended in 2023 with the Biden administration touting them as tremendously beneficial.

Kennedy also took aim at social media companies he says bowed to government pressure to block dissenting views on the origins of COVID-19 and the safety of vaccines.

“Democratic and Republican administrations have taken turns assaulting our constitutional rights and freedoms,” Kennedy said.

He repeated his pledge to pardon WikiLeaks founder Julian Assange , who is fighting extradition from the United Kingdom on U.S. espionage charges, and to drop charges against Edward Snowden , a former intelligence contractor who revealed classified U.S. surveillance programs to capture communications and data from around the world.

Trump is scheduled to address the Libertarian convention Saturday, courting a segment of mostly conservative voters that has often been skeptical of him while trying to ensure attendees aren’t drawn to Kennedy.

Vaccines have been proven to be safe and effective in laboratory testing and in real-world use in hundreds of millions of people over decades. The World Health Organization credits childhood vaccines with preventing as many as 5 million deaths a year .

The COVID-19 vaccine has also been found to be safe and effective in testing and real-world usage. While no medical intervention is risk-free, doctors and researchers have proven that risks from disease are generally far greater than the risks from vaccines.

An anti-vaccine group Kennedy led has a lawsuit pending against a number of news organizations, among them The Associated Press, accusing them of violating antitrust laws by taking action to identify misinformation, including about COVID-19 and COVID-19 vaccines. Kennedy took leave from the group when he announced his run for president but is listed as one of its attorneys in the lawsuit.

Copyright 2024 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.

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I.C.C. Prosecutor Requests Warrants for Israeli and Hamas Leaders

The move sets up a possible showdown between the international court and israel with its biggest ally, the united states..

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This week, Karim Khan, the top prosecutor of the International Criminal Court, requested arrest warrants for Israel’s prime minister, Benjamin Netanyahu, and the country’s defense minister, Yoav Gallant.

Patrick Kingsley, the Times’s bureau chief in Jerusalem, explains why this may set up a possible showdown between the court and Israel with its biggest ally, the United States.

On today’s episode

Patrick Kingsley , the Jerusalem bureau chief for The New York Times.

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Why did a prosecutor go public with the arrest warrant requests ?

The warrant request appeared to shore up domestic support for Mr. Netanyahu.

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