Alright entrepreneurs, today we’re jumping right into a hot topic that’s on everyone’s mind: mastering the art of the perfect pitch to secure investors! In this blog, we’ll run you through some pivotal elements of perfecting a pitch- each one contributing to the ultimate goal – investment!

  • Different types of pitches
  • What to include in your pitch
  • Steps to preparing your pitch
  • How to design your pitch deck
  • Strategies to close the deal

Different Types of Pitches

Pitching to investors comes in various forms. These are the 3 main types of pitches that any entrepreneur must always keep prepared at all times.

  1. Elevator Pitch: Imagine you’ve got just 30 seconds in an elevator with a potential investor. What would you say? Your elevator pitch should be short, sweet, and compelling. Here’s how to nail it:
  • Keep it concise: Get straight to the point
  • Focus on the ‘why’: Why does your idea matter?
  • End with a question: Engage your listener and invite conversation

2. Sales Pitch: Honestly, you never know when the opportunity to pitch your business could arise. We already discussed ‘elevators’ above, but what about social events, meetings, and chance encounters when you could seize the occasion to discuss more details? This unpredictability is exactly why having a sales pitch at the ready is super important! To get your sales pitch right, remember not to just show off what you offer; it’s about connecting with your audience. Think along these lines:

  • Know your audience: Tailor your pitch to address their specific problems
  • Benefits over features: Focus on how your product makes life better
  • Call to action: Always conclude with a clear next step; share a deck, and set up a call or meeting.

3. Investor Pitch: Investor pitches go beyond mere product promotion; it’s really about bringing someone on board your journey. It’s on you to convince them to feel as strongly about your business as you do. Your investor pitch should be a blend of passion and pragmatism. Keep in mind these quick pointers (more details in the next section!)

  • Vision and Value: Convey your big idea and its market potential
  • Numbers speak: Include data on market size, growth potential, and financial projections
  • The team factor: Introduce your dream team and their capabilities


What to Include in Your Investor Pitch

Now let’s say you get the big meeting. You’ve bagged one-on-one time with your potential investors! How do you make them turn their heads and open their wallets? Here’s our tried and tested checklist, with these 13 topics/slides you can walk right in with confidence:

  1. Elevator Pitch

Don’t keep your investors in suspense. Start with your elevator pitch to give them a concise, impactful summary of your business idea, designed to capture immediate interest and set the stage for more in-depth discussion.

2. Talk about yourself

Investors need to be able to trust who they are backing. Don’t shy away from talking about yourself right at the top of the pitch. Provide a detailed snapshot of your team, emphasizing unique skills and experiences that make you the ideal candidate to drive this business to the next level.

3. Current Problem

Articulate the specific problem or need in the market that your business aims to address, and establish the relevance and urgency of your solution!

4. Solution

Needless to say, follow it up with your proposed solution and detail how it effectively addresses the identified problem and stands out from existing alternatives.

5. Innovation

Before getting into too much jargon or smaller details, focus on highlighting the innovative aspects of your product or service, highlight what makes it unique and a potential game-changer in the industry.

6. Traction

Nothing speaks louder than traction! Possibly the most important part of your pitch. Even if an investor is not a believer yet, you can change their minds with this one piece of information. Showcase any progress or success your business has achieved so far, and show off sales figures, user numbers, or notable partnerships to demonstrate market validation.

7. Target Market

Define your target market with precision, including size, demographics, and behaviours, to show a deep understanding of your audience.

8. Business Model

Explain how your business intends to make money, outline your revenue streams and the rationale behind your chosen model.

9. Canadian and Global Competition

If you’re looking to build a business in Canada for Canadian audiences, then demonstrate the depth in understanding of your competition both within Canada and globally. Delve into your competitive advantage and how you plan to maintain it.

10. Marketing Plan

Marketing plans can be exhaustive if you go into too many details. Outline your strategies for attracting and retaining customers at this level, as it allows investors to see just enough of your game plan ahead.

11. Product Demo

If applicable, include a demonstration of your product to provide a tangible sense of its functionality and benefits.

12. Investor Information

Detail the investment opportunity, including how much capital you’re seeking, how it will be used, and the projected return on investment for potential investors.

13. Canada Road Map

Don’t forget about geographical context. Explain the strategic advantages of operating in Canada, touch upon market opportunities, supportive business environment, or access to talent and resources. Provide a clear plan of your business’s growth trajectory in Canada, outlining key milestones and objectives for the short and long term.


Steps to Preparing Your Pitch

Think of preparing your pitch as gearing up for a big race. You wouldn’t just show up on race day without any training, right? It’s the same with crafting your pitch.

  1. Study the Route

The 13 topics we discussed above are the perfect starting point. Map out the data you already have, and map out the data you need to collect or work on. Make decisions on the format of the data as well so it can help you streamline your efforts.

2. Research

Deep dive into every single topic, whether it’s understanding your audience, your investors, or your industry. This will not only allow you to extract relevant data for your pitch but also ensure you are knowledgeable when in conversation with investors.

3. Develop

Content should always be developed in two ways for any investor pitch. One is your presentation pitch deck, and the other is your verbal delivery of the pitch deck that goes along with it. The goal of your presentation should be to achieve absolute clarity for the listener/viewer, and the goal of your verbal pitch should be to make your business relatable. (More on how to make your presentation amazing in the next section!)

4. Practice, Practice, Practice

Just like you’d run the course a few times before the big day, practice your pitch. Do it in front of a mirror, record yourself, or rope in a friend to listen. Notice your body language and your tone – are you confident, clear, persuasive? Fine-tune your delivery until it feels natural.

5. Seek Feedback

Finally, embrace feedback. Show your pitch to mentors, friends, or even family. Fresh eyes can spot things you might have missed. Use their feedback to refine your pitch.


How to Design Your Pitch Deck

A well-thought-out pitch deck can capture investors’ attention and draw them in immediately! Here are some tips you can follow to achieve this effect for your pitch deck:

  1. Keep it simple and consistent: Use a clean and easy-to-read font with a consistent colour scheme matching your branding throughout the deck.
  2. Use images and graphics: Incorporate high-quality images and graphics that support your content to add to your storytelling.
  3. Organize your content: Use a logical and organized structure that guides the audience through your presentation.
  4. Spend time on language: Getting complicated jargon or USPs into simple sentences takes time, but it makes your presentation much more digestible.
  5. Use data visualization: Instead of long paragraphs, lists or multiple tables, use charts, graphs, and other visual aids to help the audience quickly understand the information.
  6. Practice good design principles: Use good design principles such as alignment, balance, and hierarchy to create a polished and professional-looking pitch deck.
  7. Use appropriate animation and transition effects: Use subtle animations and transitions to keep the presentation visually interesting but not distracting.

In this blog, we’ve got some pitch deck templates for you along with breakdowns of popular pitch decks like Airbnb and Minut).


Strategies for Closing the Deal

Now, for the final stretch – sealing the deal – completely hinges on your confidence, your ability to connect, and your skill in managing unexpected challenges. Let’s take a deeper look at some closing strategies:

  1. Build Rapport: Remember, investors are investing in you as much as your idea. Show them your passion, your drive, and your commitment. Let them see the person behind the business. This helps create a connection that goes beyond business plans and profit margins.

2. Adapt to the Audience: Each investor or audience has a unique vibe, reading the room is a helpful tip to see if you need to change your approach or strategy. Some might prefer a formal approach, while others might appreciate a more casual tone, some may be interested in more technical details, and some may be intrigued by your impact. Pay attention to their reactions and adjust accordingly.

3. Handle Questions Gracefully: Investors might throw tough questions your way. Anticipate these and prepare thoughtful, honest answers. Respond to skepticism or criticism calmly and confidently. Use it as an opportunity to address concerns and reinforce your business’s strengths.

4. Leaving a Lasting Impression: End with something that sticks – a powerful vision, a compelling fact, or a heartfelt belief in your mission. Sometimes, leaving them with a question can be impactful too. It could be about the future of the industry, the potential impact of your solution, or a reflection on the changing market dynamics.

So, there you have it – your very own guide to pitching to investors like a pro. Every pitch is a chance to tell a story, your story. Whether it’s in an elevator, a boardroom, or across a stage!


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