The One Liner

If you’re in a real elevator-like situation, a sentence could be all you have time for. This means you need to immediately communicate the essence of your pitch, or the value proposition of your startup. In most cases, this will be revealed through how you’ll solve the problem at hand. Checklist:

• Name
• Audience / Market
• Problem
• Solution

10 Minutes

Okay, so you have the person in an immobile, contained area. Now is the time to go a little more in-depth with your pitch, or begin to support your statements with the scope of your knowledge of the market, technology, traction, etc. A compelling story always helps, but steers clear of clichés and overused industry buzzwords. If there’s enough time*, let your product speak for itself by showcasing its features. Checklist:

• Business model
• Competition
• Your story / How you got to where you are today
• Traction
• Successes so far / Milestones
• Short Demo*

A Real Meeting

Okay, you’re almost there. You’ve setup a proper meeting, which means you actually have time to put together a proper deck, and really go for it. Now is the time to talk money, and get into the nitty-gritty of pragmatics, logistics, etc. With time on your side, you can begin to support your statements through a proven track record through figures. More importantly, allow the investor to see the bigger picture by detailing a growth plan, and exactly how funding will put you on track. A comprehensive and developed investment plan is a determinant factor for success, and is the thesis of your pitch. Checklist:

• Customer acquisition / Marketing strategy
• Revenue model / KPIs
• Financial projections / Budget scenarios
• Your team
• Demo
• Investment plan / Funding needs