5 key elements to consider when developing your pitch | EU-Startups (2023)

Pitching has become the standard means communicating information for entrepreneurs.It began as a way of speaking with very busy individuals who needed to make a decision in a short period of time, and has evolved to fulfill several needs a startup has in the long run – like raising capital, applying and competing in startup competitions, establishing partnerships, giving keynotes, selling products, applying for accelerator and incubator programs, and more.

Because it has become an important part of the entrepreneurial journey, I think it’s importanttopay attention to these key elements when developing your pitch:

1. Purpose

Let’s first start by covering the basics. Every pitch should serve a purpose and there are many types of pitches. For example you can develop investor pitches for raising capital, sales pitches for selling your products or services, employee pitches for alignment and on-boarding, elevator pitches for a summary of the project, Twitter pitches for short messages, partnership pitches, or competition pitches for competing in startup competitions. Having a clear purpose of your pitch will allow you to select exactly which information to disclose.

Purposes should be measurable by an outcome, so make sure your pitch has one that you can later measure. For example if you want to engage your customers and generate 100 emails from them, the 100 emails and the amount of money are your measures for the purpose. While if you’re developing a pitch to raise capital, your measure will be that amount of capital. This approach can help you to evaluate whether your pitch was successful or not, and it will help you modify the elements that did not allow for the purpose to be achieved until you finally achieve it.

2. Audience

Many posts and videos on how to create a pitch deck focus on the content that the pitch should have, or perhaps the visuals the pitch should show to engage and impress your viewers. But there is a key element in achieving the purpose of the pitch that many leave out, and that is to understand the audience. Pitching without knowing your audience is like giving a presentation to English speaking people in Russian. You might have amazing graphics, powerful videos, and great products – but no one will understand a word you’re saying.

To avoid getting lost in translation, do background research on the audience. Find out what they know what their background is, what is the technical language they best speak and understand, and try to put yourself into their shoes.

Then use this knowledge to deliver information the best way your audience will understand it, for example if you’re pitching to a financial investor whose interests are only financial, avoid showing technical and features about your product and focus on the financials. And it works the other way around, too– if your investor is a technical person, show technologies and describe in detail what they want to know.

Whether your pitch is a long presentation for raising capital or an elevator pitch, always research your audience. In case you run into an unexpected situation, try to discover a bit about your audience before pitching, ask questions about them and then start pitching; they will even be nicely surprised since most people don’t ask anything and start pitching.

3. Content

The pitch should contain enough information about your project to satisfy its purpose, but not so much that it will bore, or doesn’t add to achieve the purpose and not too little that the audience is confused and full of doubts.

The next list of topics will guide you through most elements pitches should have. Keep in mind that not all of them are needed all the time and when to use each one depends on the audience, purpose and type of pitch you’re aiming for.

  • Problem: One of the goals for entrepreneurs is to solve a problem for a specific community. The problem must be validated with the community to understand whether it’s really a problem to be solved.
  • Solution: This is pretty much straight forward the solution topic must describe how are you planning to solve the problem, what is the solution of the problem your posing the community has.
  • Market Size: This topic should cover how big is your market and how much you plan to achieve. You can choose two approaches to achieve this, whether showing how much money does it create and/or how much money is being invested in that market or by showing your financial projected incomes. Most of the times you can google and calculate a rough estimate, but in case you don’t find any information you could predict and guess those numbers based on your findings.
  • Product: This topic should cover what is the product that implements the solution of the problem. You could choose to show or explain how does it work, and remember that you should start by working with a Minimum Viable Product.
  • Business Model: This topic should cover how does your business makes money, you could choose a subscription based model, or a model that sells units of a product, or perhaps you want to sell the information to market research firms. The idea is that you show how does money go into the system.
  • Go to Market Strategy: This topic should cover how are you planning to release and launch your products to the market, it should answer the questions of how you’re going to get the product on the hands of your customers, which sales channels are you going to focus on and what is your distribution strategy. You can include important dates of releases in this topic.
  • Traction: This topic should cover in a timeline how has the business developed by showing metrics related to revenue, number of acquired customers, team growth and important events or milestones like capital raising rounds. If you’re in your early stages you should focus on showing the validations you’ve done about your potential customers, the problems they have and if the solution you’re proposing is a fit for them.
  • Team: This topic is self explanatory as it should cover the team and roles of your project. While developing this topic take into consideration, that many investors believe a company’s team, is the most important determinant on whether or not to invest.
  • Competition: This topic should cover what alternative solutions exist to the problem you’re solving and direct competitors for your business model. Most common way to show this is by comparing specific variables like price, availability, differentiators between you and your competitors.
  • Use of funds/financials: This topic should cover how are you going to use the funds, and it should show the budget of your project over time. You could include important dates, milestones, goals and deliverables. It is also important that you cover how much money you’re asking for and what you’re offering in return.

4. Story

Storytelling is an art and you should include this art in every pitch you craft. Why? Because you need to communicate a message to an audience and the best way to achieve this is through storytelling. This should not be a separate effort of different elements but every element of your project and pitch must be aligned to tell the same story, whether you’re present or not.

If done right, this is the most powerful asset you have in your backpack. Engaging with your audience and implanting a memory in their minds at a personal level about your project is the goal you should seek with the story you tell. If you’re looking for a guide to storytelling I recommendthis post from HubSpot and the book Storybranding by Donald Miller.

5. Supporting Materials

Each type of pitch can be accompanied by different supporting materials to achieve its purpose. You can use documents for executive summaries, email deck presentations that only have the engaging slides, investor decks to present to your investors, demo decks to be used with a focus on the demo, video pitches that allows you to show in video, websites and landing pages, etc.

Remember that every supporting material must tell the same story to your audience in a way that captivates and engages. Don’t be afraid to use powerful visuals and graphics, and make sure your presentations follow some rules to achieve their purposes, like Guy Kawasaki’s 10/20/30 rule for startup pitch presentations, which states that pitch presentations shouldn’t be longer than 10 slides, take no more than 20 minutes to talk through and not be typed in less than 30-point font.

6. Bonus: How it Works (Demo)

When pitching you should be able to show how things work. Again, depending on the purpose you could just have a 10 second explanation about the basic idea, or a 30 minute demo about how the product or service works. The goal is that you candescribe in an easily understandable waywhat your startup does and whypeople should care.

Don’t worry if you still haven’t finished the prototype – nowadays graphics and explanations work really well in showing how things work, but if you manage to include a live demo it can become a powerful tool to engage your audience and reach the purpose of the pitch.

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5 key elements to consider when developing your pitch | EU-Startups? ›

Product Features

Demonstrating the product features is the central point of the pitch—after all, this is the key that will unlock the solution you've just presented. Your goal here is to focus on why your product stands out and how it addresses the root problem you established.

What are 5 critical elements of a successful pitch? ›

I believe that any effective pitch or presentation should include these five components.
  • What's in it for them? ...
  • Be concrete. ...
  • Be unapologetically disruptive. ...
  • Prove that growth is sustainable. ...
  • Demonstrate bench strength.
Oct 23, 2012

What are the key elements of a successful pitch? ›

7 Components of a Powerful Pitch
  • #1 Tell Your Story. This is your chance to illustrate your ethos —the ethics or credibility of the person making the argument. ...
  • #2 Outline The Problem. ...
  • #3 Describe The Solution. ...
  • #4 Identify Your Target Market. ...
  • #5 Show Your Growth Plan. ...
  • #6 Highlight Your Team. ...
  • #7 Make The Ask.
Jul 22, 2020

What is the most important key element in pitching? ›

Product Features

Demonstrating the product features is the central point of the pitch—after all, this is the key that will unlock the solution you've just presented. Your goal here is to focus on why your product stands out and how it addresses the root problem you established.

What are the five pitch levels? ›

Pitch levels are indicated by “L” (low), “H” (high), “M” (mid), “T” (top of range) and “B” (bottom of range).

What are the 3 things that are most important in pitching? ›

Many variables affect a pitcher's performance, but some are more crucial than others. The three factors that are most important in pitching—velocity, command, and health—will be covered in this essay.

What is the key of a pitch? ›

Pitch is simply a measurement of frequency, it's a quantification of sound. Key is a musical concept describing the collection of pitches that form a framework for melody and harmony and tension/resolution, which may be based around any root pitch.

What are the three elements of pitch? ›

The element of pitch has three facets: pitch, melody and harmony.

What is important in a pitch? ›

A business pitch needs to give your audience a clear understanding of your plan or goals to gain buy-in. To do this, you must gather and share relevant research or provide a compelling vision. When you pitch effectively, you can motivate and persuade your audience to follow your idea and make it a reality.

What are the 4 P's of pitching? ›

The 4Ps are: Promise. Picture. Proof. Pitch.

What are the five tools of pitching? ›

Ahead we've assembled each team's ultimate five-tool pitcher by selecting the best individual fastball, changeup, curveball, slider and alternate pitch (sinker, cutter or splitter) on each pitching staff.

What are the 7 basic pitches? ›

But musicians usually don't want to talk about wavelengths and frequencies. Instead, they just give the different pitches different letter names: A, B, C, D, E, F, and G. These seven letters name all the natural notes (on a keyboard, that's all the white keys) within one octave.

What is pitch grade 5? ›

Pitch describes how high or low a sound is. Pitch depends on how fast or slow an object is vibrating. Sounds can have different pitches, frequencies, wavelengths, and amplitude so they sound different to our ears.

What are the levels for pitch? ›

'3-pitch' is the usual level of the primary word of a thought group, and is most commonly the highest pitch of a thought group. '2-pitch' is the neutral pitch, and often used at the beginning of a thought, and '1-pitch' is the pitch a speaker often falls to at the end of a thought.

What are the 10 steps of pitching? ›

10 steps on how to write a pitch deck
  • Introduce yourself: ...
  • Use storytelling: ...
  • Use common language: ...
  • Prepare a stunning design: ...
  • Respect your timeframe: ...
  • Rehearse: ...
  • End memorably: ...
  • Add contact details:
Jul 9, 2020

What is pitching strategy? ›

Your pitching strategy should always be to get ahead of the hitters. Change speeds often, but don't fall into a pattern. Your goal shouldn't be to change speeds on every pitch, but to keep the hitters guessing.

How to do effective pitching? ›

Take a look at these easy-to-follow pitch tips to make an impression.
  1. Prepare with care. ...
  2. Have an elevator pitch. ...
  3. Practice your pitch. ...
  4. Don't skimp on basic explanations. ...
  5. Know what makes a presentation boring. ...
  6. Give buzzwords a swerve. ...
  7. Use your enthusiasm. ...
  8. Build in question and answer periods.
May 17, 2021

What are the 6 elements of music pitch? ›

This series introduces the six key elements of music including rhythm, texture, dynamics, pitch, form, and timbre. Children will build their knowledge of basic music techniques through a set of fun activities based on each element, and they'll grow their confidence and collaborative skills along the way.

What are the 8 parts of a pitch? ›

8 Components of a Winning Startup Pitch Deck
  • Problem.
  • Vision.
  • Unique Value Proposition.
  • Team.
  • Milestones.
  • Business Model.
  • Competition.
  • Ask.
Oct 9, 2018

What makes a pitch? ›

According to START UP, to make a good pitch you'll need to do three things: grab the attention of your audience. take them on a clear and logical journey. leave them with a compelling call to action.

What are the types of perfect pitch? ›

There are two types of perfect pitch: active perfect pitch and passive perfect pitch. Individuals with active perfect pitch have the innate ability to sing a specific musical note, such as a B-flat, without any reference tone.

What is the rule of three in pitching? ›

Definition. In an effort to reduce the number of pitching changes and, in turn, cut down the average time per game, MLB instituted a rule change that requires pitchers to either face a minimum of three batters in an appearance or pitch to the end of a half-inning, with exceptions for injuries and illnesses.

What is the element of pitching? ›

The Elements of Pitch:Sound, Symbol, and Tone.

How many pitching styles are there? ›

Four basic baseball pitching styles include overhand, three-quarter, sidearm, and submarine. Each pitching style produces a different lateral trunk tilt angle and shoulder abduc- tion angle.

How do you evaluate pitching? ›

A huge part of determining a pitcher's true skill level, though, begins with the basic walk and strikeout rates. A great place to begin with pitchers is to look at their K-BB%. This is the strikeout percentage (rather than K/9) minus their walk percentage. The higher that number, the better.

What is a 5 man pitching rotation? ›

A five-man rotation means pitchers sit out four games between each start. If we know the average calendar days necessary to play four games, we have our days-of-rest formula.

Are the 5 basic skills in baseball? ›

The basics of hitting, catching, throwing, fielding, and baserunning.

What are the five parts of an elevator pitch? ›

5 Elements of an Effective Elevator Pitch
  • Relate to their problem.
  • Explain the solution.
  • Detail why your product is unique.
  • Personalize the message.
  • Craft a compelling call-to-action.
Mar 5, 2020

What makes a successful sales pitch? ›

A good sales pitch identifies a problem or challenge the prospect has, acknowledges the issue, and offers a solution through the product it's selling, and supports it with proof. The pitch should make the value of the product easy to see.

What 3 Cs are crucial for a successful pitch? ›

The Three C's to Elevate Your Pitch
  • As sales professionals, you need to relish in the opportunity to get the 'mic and stage' with your target audience right in front of you because you never know when it'll happen again. ...
  • Confidence.
  • Clarity.

What makes a good pitch presentation? ›

When it comes to communicating, remember The Four C's: Content, Clarity, Concise Information and Compelling Delivery. Make sure your content is relevant, your language is clear, your delivery is well-paced, you don't include any unnecessary details and that you do all you can to connect with your audience.

What are the 3 elements of an elevator pitch? ›

Whether you are pitching a product, a service or yourself, here are the three essential components in a pitch:
  • Stimulate interest.
  • Transition that interest.
  • Share a vision.
May 17, 2018

What are the 4 P's of sales pitch? ›

The four Ps are product, price, place, and promotion.

What are the 7 keys to success in sales? ›

There are seven key selling habits you must develop as a sales expert. They are prospecting, establishing rapport, identifying needs, presenting solutions, answering objections, closing the sale and getting resales and referrals.

What is a successful business pitch? ›

A successful pitch involves knowing your products or services and target audience inside and out so that you'll have confidence when delivering the idea. You'll also want to include plenty of information on why there is a clear need for your product or service and show that you've done market research.

How do you make a successful pitch? ›

In a product pitch, you should aim to:
  1. Explain your product or offering clearly and concisely.
  2. Identify and address the target audience and/or industry your product supports.
  3. Specify the problem the aforementioned faces and how your solution can solve it.
  4. Provide a realistic example of your solution in action.
Oct 29, 2021

What are the 4 levels of pitch? ›

In the work of Trager and Smith there are four contrastive levels of pitch: low (1), middle (2), high (3), and very high (4).

How do you pitch effectively? ›

When delivering your pitch, try to implement the following techniques:
  1. Speak clearly and make the presentation engaging. ...
  2. Involve the audience. ...
  3. Be enthusiastic and believe in the idea. ...
  4. Use body language to show enthusiasm. ...
  5. Try not to be anxious or overact. ...
  6. Watch professional presentations and identify their strengths.

What six points should be included in an elevator pitch? ›

6 key points to consider when writing an elevator pitch
  • Get down to the nitty-gritty. This is your introduction, where you sell your brand and yourself or what you do. ...
  • Emphasize the value you offer. ...
  • Include links and Photos. ...
  • Mention any huge achievements. ...
  • Follow up.

What are 3 key ideas to remember when preparing and delivering an elevator pitch? ›

Tips for Perfecting Your Elevator Pitch
  • Tailor your pitch to include the important points for the audience you are addressing.
  • Practice often to refine your delivery and timing.
  • Always conclude with some kind of action you want the person to take.


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