Top 5 tips for entrepreneurs when pitching to investors

Are you gearing up to pitch your startup to investors? For early-stage entrepreneurs, attracting investors can be daunting – especially when pitching to seasoned business owners with extensive experience.

Remember that investors are genuinely interested in your success during your pitch. They’re actively seeking new opportunities, so use this as a confidence booster and showcase how you can be the entrepreneur they’re excited to support and invest in.

In this guide, we unpack essential tips for pitching to investors, which you can implement quickly and easily, such as using investor memos and customised pitches.

Tip # 1: The best pitching advice? Know your business inside out

It may sound obvious, but you need to be across the detail. If you’ve ever seen Dragons’ Den, you’ll know the perils that can come with a poorly prepared pitch.

It’s normal to feel uncertain about your company’s structure, strategy, or trading history. However, addressing these uncertainties is key to building investor confidence.

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Presenting a clear narrative that goes from business ideation, up to the present day and beyond can help you deliver a memorable pitch to investors who have seen countless presentations. Here are five top tips for creating a pitch that will impress investors and stand out:

• Clearly demonstrate your value proposition. How is your business unique? Can you say what sets your newly formed team apart?
• Back your projections with market research. If you’re early stage, use this research to reinforce your opportunity potential. For example, surveys that show how your target demographic is generating demand for your solution.
• Use a simple structure to guide your pitch. Begin with the problem you’ve identified, explain how your business solves it, and highlight the scale of the opportunity. For example, Airbnb’s founders did a great job of setting out how their model made it easier for homeowners around the world to list their property for holiday rentals, as illustrated in their pitch.
• Practice a “mock” pitch with a colleague to clarify your answers and identify weaknesses as part of your preparations.
• Veteran venture capitalist (VC), Ron Conway, says the first question he asks in a pitch is “What inspired you to invent this product?” Expect questions like this and prepare for them.

Being across the details shows you’re prepared, dedicated and passionate about your business. This will present you in the best possible light and may help win over investors.

Tip # 2: Research investors ahead of pitching

Next, look into potential investors ahead of time. Know who they are, their success stories, and what they’re searching for. Highlight how your vision aligns with their portfolio.

Investors can help grow your business by providing capital, enabling crucial early hires, and offering valuable insights. Tailoring your pitch to their interests can increase your chances of success. Here are four top tips to show investors you’ve done your research and are willing to go the extra mile:

• Demonstrate you know your audience. If you’re pitching to an investor who once worked at Google, for example, don’t be afraid to lean into this by saying something like “Culturally we take inspiration from Google’s startup culture to drive innovation…” This shows you’ve considered your audience and have taken the time to make your pitch specific to them.
• Understand at what stage investors like to invest, how much, and what drives them.
• Lead with the commercial opportunity if a fund focuses on returns. If your potential investors are impact-driven, show your social or environmental outcomes. Consider their priorities when shaping your message.
• Ask questions to further your understanding and build rapport. Find out about their network, expectations for board seats, and their preferred exit strategy.

Taking the time to read up on your audience can be the difference between a successful and unsuccessful pitch. It demonstrates that you’re not just an entrepreneur focused on the bottom line; you genuinely care about people and their stories.

Tip # 3: Go beyond your deck

The importance of a good deck can’t be overstated. It’s the core foundation your pitch should build from. To set yourself apart from the rest, consider how you can add extra value.

Including additional elements can go a long way, especially for investors who review numerous pitches. Here are five strategies for exceeding expectations beyond your deck:

• Create a video demo that shows your product in action. Hire a freelance videographer to help with this. Remember to keep it concise and impactful – show, don’t tell.
• Build credibility with your online presence. Update your website with company news and write an “about us” page that aligns with the messaging in your pitch. Build your LinkedIn presence with posts outlining your vision and highlight wins and lessons. This strengthens your credibility before and after your pitch.
• Leverage case studies to demonstrate your product’s value. This social proof enhances trustworthiness, particularly if you have compelling testimonials from prestigious clients.
• Prepare an investor memo – a two- to four-page document that outlines your business, the opportunity, and the key takeaways from your pitch. Provide a printed copy or digital version to streamline investor follow-up.
• Use follow-up communications – think case studies, customer feedback, or email updates – to show traction and treat your pitch as the start of an ongoing dialogue. This is a useful exercise to build connections.

Going beyond your deck shows investors you’re thoughtful, proactive, and committed to building lasting relationships. These extra steps help build your credibility as a founder.

Run through your pitch with someone outside your business who can ask tough questions. Record it, review your delivery, and revise any answers that spark hesitation to ensure it sounds natural and clear.

Tip # 4: Have a plan for what comes next

Show a clear vision after securing investment by highlighting what the business needs. For example, filling skill gaps or securing funds for research and product development. This will reassure investors that you won’t spend their cash without delivering results.

For instance, if you have built an effective, tight-knit team, highlight how this makes your business lean and has helped maximise output.

Here are four top pitching tips for setting out your future vision:

• Be prepared for questions about a data room – a secure online space for sharing confidential documents with investors during the due diligence stage. Include information like your company’s finances, legal documents, product roadmaps, and team structure. Show you’ve considered this to hit the ground running and secure your investment.
• Explain how you plan to outmanoeuvre your competition and sell your product on the market. What sets you apart? What innovation has your team come up with to overcome challenges? What’s your plan to attract new customers in the future?
• Present a detailed plan for how you’ll spend the money. Use multiple timeframes, such as 6 months, 9 months and 12 months, to show how spend will be allocated and budgeted to last.
• Be clear and upfront about plans for future fundraising. If you’re at Series A funding (for early startups), show how your plans will lead to the growth needed for Series B funding (later-stage startups).

Just as we covered in Tip #1, knowing your business fundamentals helps build trust. However, it’s equally important to show a clear roadmap for managing costs and overcoming anticipated challenges, while backing up your vision with data. Demonstrate you’re serious about sustainable growth.

Tip # 5: Convey confidence

During a pitch, be open to constructive feedback while confidently standing your ground. Acknowledge challenges honestly but support your vision with evidence – share user traction, early wins, or market validation to show you’re not just hopeful, but prepared to deliver results.

Pitching effectively involves not only a solid understanding of your business fundamentals but also presenting yourself as a confident founder who can successfully bring your vision to life.

Honesty goes a long way

Confidence, honesty, and adaptability are valuable skills in entrepreneurship. Pitching is not just about selling your vision; it’s about showing how you plan to navigate uncertainty, take feedback on board, and lead with integrity.

If you’re upfront about risks and share your contingency plans, you’ll stand out as a founder who understands both strategy and execution. Here are four tips for a confident pitch:

• Be honest about the competition. Yes, competitors may be more established, but your differentiated approach and early traction can position you as the smarter long-term investment.
• Back yourself. If an investor raises an understandable concern, such as your lack of experience or the difficulty of your sector, be prepared to defend your case. Cite past experiences from your career and reiterate your early wins.
• Pay attention to body language. Stand up straight, make eye contact, and speak clearly and concisely.
• Be receptive and thankful for feedback. This shows someone willing to learn and adapt where needed.

By being honest, self-assured, and open to feedback, you show that you’re capable of navigating challenges and can be trusted to lead with clarity and resilience.

Here’s what to learn ahead of pitching to investors

There’s a lot that goes into building a business and creating a winning pitch. To pitch effectively, go beyond the basics: prepare thoroughly and showcase your business acumen. Rehearse answers to common investor questions – like your runway, competition, and exit plan – so you can respond with confidence.

Before pitching, make sure you can confidently explain your revenue model and turnover, competitor landscape, and legal structure. Not sure where to start? Form a UK limited company to create solid foundations before heading into a pitch.