How can you make your pitch stand out?

As a student founder, I've had the opportunity to pitch to over 100 investors, and I've noticed that what matters most to them is the founder and the market size.

Building startups for over 3 years now, I have heard more than 50 amazing pitches and all of them have one thing in common: Sell the vision! During my early pitches, I spoke too much about what we did, how we did, and how it helped our customers. And there was no interest from the venture side. Then I switched on pitching the vision we had, the regional and global impact it would create and all the various user personas who could benefit. And we saw significant increase in the follow-ups (even in cold emails, we got 2x to 3x replies).

A few points to make sure you hit it with your pitch: Keep the deck to *strictly*=10 content slides max. Move any additional slides you feel are so important to the addendum. Use fewer words and large font size, 18pt min. Don't forget a strong team slide. Practice the pitch recording yourself on video and repeat it at least 10 times.

Do a through analysis of VC's firm 1) Try understanding their portfolios and see how your product can add value to their investment ecosystem 2) Understand your market in and out before you pitch your company 3) It's not just market size but your approach how will you address it matters a lot to the VC 4) You need to understand that VCs are looking to multiply their moneys so you need tell them how wisely you would use resources 5) You must share your vision and tell them how are you going to grow the company and technically what is your visibility in terms of future revenues and when would you need next set of investors(this need not be explicit) but Smart VCs are expert to read you and your mind.

VISION. The pitch must clearly articulate a problem in the marketplace that needs a solution. IMPACT. The problem has to be large enough that businesses or consumers would be willing to use a new product or service. FOUNDERS. The founders need to present a solution to the problem that has an advantage over competitors and they need to demonstrate that they have the ability to implement the solution. MARGIN. The solution needs to have favorable unit economics. If the solution uses technology, it makes the business more compelling. FUNDING. Adding capital to the business makes a significant impact on developing a product, getting the product to market, or dramatically increasing sales.

Storytelling is a crucial aspect of pitching to investors. It engages them and adds interest to the pitch by making it relatable. Incorporating real-life examples into your storytelling can be particularly effective.

Crafting a compelling story is like painting a vivid canvas in the minds of your audience. It's where data and facts come alive, creating a memorable narrative that captivates hearts and minds. By weaving your pitch into a story that resonates, you transform your message into an unforgettable experience. Make it candidly.

The story needs to keep the listener(investor) in this case interested throughout. The tone, clarity and pitch are critical to getting the right message across. Clearly identifying the problem statement and articulating your solution making it relatable to the listener to keep engaged.

Throughout all human history, humans have learnt and remembered through stories. Investors are no different. They want to be sold that what you are building will truly change your industry, and this can't be done through data-alone. Especially at the early stages. You should always be thinking of: 1. Examples 2. Events 3. People To beef up your stories to ground them into reality. This is especially true as investors don't know and never will know as much about what you are trying to build. So by doing this you can make them understand more about what and why you are trying to build your company.

Quick tips for effective pitch storytelling: > Keep your slides simple and rely more on what you say. > Frame your problem in an original way > Pitch to your personality

Traction is a game-changer when it comes to investors' perception of your company. I recently read a book by Karan Bajaj, and he emphasized the importance of including traction in your pitch deck, even if you have just one customer.

Pitch Template: [Introduction] - Compelling hook to grab attention. - Briefly introduce yourself and your company. [Problem] - Clearly articulate the problem or opportunity. - Highlight market size and growth potential. [Solution] - Present unique solution and value proposition. - Explain how it outperforms alternatives. [Market Validation] - Share evidence of market demand. [Business Model] - Explain the revenue model and pricing strategy. - Outline customer acquisition and retention. [Team] - Showcase the team's expertise, experience, and achievements. [Financials] - Provide a summary of financial projections. - Mention funding requirements. [Ask] - State funding amount sought and how it will accelerate growth.

Traction is merely evidence of execution. Whilst highlighting traction is important (and hopefully you have some!), the reason why you need to is purely because is shows that YOU AS A FOUNDER can execute on your vision. So it's less about revenue, growth etc. And more about what data points, events or work have you done to make an investor believe that you will succeed? That's why there's no right answer here, even revenue may not be the 'right' traction to show.

If your new project lacks numbers, add testimonials, case studies, and demos. They can be as powerful. They offer a qualitative dimension to our traction, painting a holistic picture of our value proposition. By providing this evidence, we're not just presenting an idea and validation.

Have you ever jumped from 15 meter cliffs in the sea? Looking from aside it doesn't look so bad but once you put your feet at the edge and look down, you immediately feel terrified. Stranded in thoughts, suddenly one of your less sober friends flies screaming towards the abyss. Water splashes, is he alive? Moment later you see his face above the water with a grin smile. 'Come on dude!' he screams at you. Suddenly you feel less intimidated, close your eyes and jump. As seemingly distant example, start-up investors often face similar challenges. Sharing them tangible traction will help them substantially alleviate their fears and boost risk tolerance. A start-up with a single customer is much more valuable than only a nice idea and a deck.

Always be prepared when pitching to investors. Here are some key things to keep in mind: Most importantly, before your pitch, ensure you have answers ready for all the generic questions you can find online. Develop in-depth knowledge about what you're building. You should be well-versed in the numbers and have a strong grasp of the industry, from 0 to 100. If there's something you don't know, don't hesitate to admit it. Instead, express your commitment to researching and returning with the answers.

By proactively addressing potential queries, you not only demonstrate expertise but also make your message more persuasive. Be prepared thoroughly, leaving no room for doubt, and ensure our pitch stands out.

There will always be 2-3 major questions investors have about your company. Once you know these you can build out your answers to questions. Here's 9 steps: 1: Create an FAQ of all the questions you will be asked: - You'll know the major questions you have - Ask your advisors what they would ask - Take practice calls with investors 2: Sit down and properly think how you'll answer these questions. 3: Make sure you have numbers and facts 4: Cut out everything that isn't answering the question 5: Bullet point the major parts of the answer 6: See how you can create stories or emotions 7: Go out and test this 8: See what works and what doesn't. Cut out what doesn't work. 9: Rinse and repeat until your answers are concise and clear.

Be succinct, factual and own up to what you don’t know. Also, if you are pitching with a co-founder or team, avoid piling on top of one another with more details. The goal with Q&A is to show what you know, build credibility and use it to create rapport. Over explaining never helped anyone!

Showing your preparedness through the way you handle questions can make you stand out. 1) Test your pitch with a variety of audiences (family, friends and your wider network can be good guinea pigs) 2) Note down the questions and prepare answers that are sharp without being lengthy. 3) Have the data or research for these answers in backup slides ready to pull out if needed. You only need quote some key statistics in your answers. 4) If a question pops up which you are not prepared to take on - don't jump in and answer it. Take your time to think it through. 5) If you think you need more information to answer a question or would like to add more to your answer - say so. Tell the person you will get back to them later.

I advise my startups that the best way to follow-up is in the Monthly/Bi-monthly/Quarterly Investor Update. This is a simple email where you use the previous updates email (so there is a continuous ‘mail trail’) Key things to include: - Product Update - Traction Update - Fund raising Update - Team Update - Media links - Asks of the audience (hiring, introductions, insights) There are other ‘micro suggestions’ however this ‘macro update’ is a great way to get started and automate your updates. It’s not necessary to use a MailChimp to design and send it. The more in your personality and tone the better. The consistency (and progress) is key here and shows what type of founder you are. Good 🍀

Follow-ups and feedback are often underrated aspects of pitching to investors. Investors have incredibly busy schedules, receiving numerous emails and calls daily. It's easy for your initial communication to get lost in the shuffle. However, when you follow up and seek feedback, it demonstrates your commitment and genuine interest in engaging with them. This proactive approach can make a significant difference in capturing their attention and maintaining their interest.

90% of founders don't follow-up. All this does is let the investor brood on your risks and usually reject you. You have to show investors that you are the best-in-class founder, and the best way to do this is following up fast. I always say 24-48hours max from each call you should be sending them a follow-up with: - Extra information - Update on your process - An invitation to talk again

Being proactive is always rewarding and makes a good impression. Especially in the start-up ecosystems where thousands of projects are competing for a limited amount of funds and attention. But people sometimes confuse being proactive with being pushy. Don't be pushy! This makes investors nervous and they start to think that your start-up is doomed without their investment. This could result in either decline of the deal, decrease in valuation or introduction of additional legal defenses in their favor. So definitely follow up and keep your counterparties engaged and entertained but at the same time be patient and never let them think that this is your last chance.

It doesn't end with just the pitch. Send a tailored 'thank you' note, referencing specific moments from the pitch or mutual areas of interest, reminding them of the shared vision. Share updates, key metrics, or news about your venture since the pitch, painting a picture of growth and forward momentum. This will reinforce your value. Encourage further queries and make yourself available for deeper discussions. A proactive approach demonstrates dedication and eagerness. Following up effectively can be the difference between a missed opportunity and securing a partnership. With potential investors, it's about fostering trust, showcasing progress, and building a lasting rapport.

Remember, investors are more than just financial backers. They seek not only a solid return on their investment but also a genuine connection with you. Take the time to truly understand them and build a meaningful relationship. This bond will endure over the years, whether you anticipate it or not.

Fund raising is exactly the same process as Sales, Marketing and Talent acquisition. It needs to be scheduled and managed so that your investment in time yields a positive ROI. If you are focusing too much on fund raising you could be taking your focus off Sales. Which will negatively impact your sales forecasts and financial model in your pitch deck. If you do have co-founders ensure one focuses on Sales, the other on Product and you on Fund Raising. You should all have quarterly 'Talent pipeline' targets to meet with the type of talent that you would want to hire, so that you have had 5 coffees with them before you need to grow the team. Much like building a house, fund raising takes 3x longer than you plan. Good 🍀

A few things that founders should also bear in mind, especially if you pitch with a deck: 1. Stay Updated A compelling pitch deck is ever-evolving. Regularly refresh your stats and metrics, ensuring you’re always presenting the most current snapshot of your company. 2. Avoid Overusing Jargon Too much jargon can make it hard to get your point across. It’s better to speak in a way that most people understand. Sometimes, clarity is more important than complexity. So, use plain language to ensure your message is heard and everyone gets what you’re trying to build. 3. Proofread First impressions last. Ensure your deck is free from errors. This isn’t just about looking polished; it’s also about conveying dedication and professionalism.

You know, when you're pitching your startup, it's easy to get carried away with excitement - making grand promises and ignoring the risks. Here's what I've noticed people often say in pitches: - This is the only money we'll ever need. - These projections are super conservative. Honestly, it's refreshing to hear someone say, "Yeah, there's some risk, but I'm all in to make it happen!" Every startup comes with its share of uncertainty. It’s important that you acknowledge these risks and show that you’ve thought about them. So, be straight-up about the journey, and don't oversell it.

Checklist: - Craft a compelling story that highlights the problem and market opportunity. - Showcase a strong value proposition and competitive advantages. - Demonstrate traction and milestones to validate market demand. - Present a solid business model with clear revenue streams and profitability. - Showcase a strong team with relevant expertise and track record. - Provide a realistic financial forecast based on market understanding. - Address potential risks and mitigation strategies. - Deliver a concise and engaging pitch using visuals and storytelling techniques. - Practice and refine the pitch based on feedback. - Build relationships with VCs for warm introductions and increased chances of standing out.