July 22, 2020

One of the hardest presentations to make is the entrepreneurial pitch. You have a great idea for a business, and you want someone to give you their money to make it happen. The problem is that venture capitalists, angel investors, and even rich uncles are heavily inclined against you. Why? Because 99% of the pitches they hear sound like a guaranteed, sure-fire route to lose money!

If you are pitching to investors to give you money for a new venture, you should subscribe to the following rules:

1. Explain exactly what your business is within the first thirty seconds. Many entrepreneurs waste valuable time giving loads of data, background and other info - all the while investors are left scratching their heads thinking ,  ….. What does this business actually DO?

2. Tell your audience who your customers will be. Paint a vivid, specific picture of these people.

3.  Explain why your customer's going to give you their hard-earned money.

4. Explain who your competitors are. And don’t fall for the trap of saying you have no competitors because you’ve the next big thing in a huge untapped niche.  If you say you have no competitors, that is a certain sign you are unsophisticated and deserve no investment money!

5. Explain why you are the ONE to make this happen.

6. Give your presentation with confidence and enthusiasm. Investors want the founder / CEO to be a chief salesperson; they want to see that you can convince the world of your dream - not just them.

7. Explain what star you can hitch a ride to. Has major blue-chip or tier one retailers or market sector leaders agreed to distribute your new product? Have you got a deal with Harrods or Lidl? Do you have an established sales channel? Investors feel much more comfortable knowing you have an established player willing to distribute your wares.

8. Ask for a specific amount of money. If all you do is ask for money, then you can’t complain if an investor gives you £3.25 for a cup of Starbucks coffee. Know what you need, both now, and in the future......

9. Tell prospects exactly what you are going to spend the money on (hint: a trip to Maui for you and your friends will not impress)

10. Dress well, act confident, and put on the air that you don’t really need their money, but would be willing to accept it if they bring enough to the table to be a strategic partner for you. Sad but true regarding human nature, but people are much more likely to give you money if they feel you don’t really need it.

Finally, make each pitch presentation serve as a focus group for your next presentation. When one group of investors asks you a series of questions after you pitch, write down all of those questions and make sure most of them are answered in your next pitch so that the next group doesn’t have to ask them. Keep pitching and keep improving your pitch and eventually you may get funded.

If you need a definitive guide and training programme to help you prepare your killer pitch, head over to www.2mpmc.com/PitchCRAFT - where we have built an online course specifically to hep the SME business owners and Start-Up Entrepreneurs.

About the author 

Michael Mallaby

I’m Michael Mallaby and I’ve worked in FTSE 250 companies, set-up a number of businesses, currently work with specialist Mergers and Acquisitions networks and Investor groups and have supported businesses, successfully securing +£millions in either working capital or equity backed support. Formal certification as a Risk Management Professional, an Association of Chartered Certified Accountants – ACCA Business Valuations practitioner and completed the Effective Angel Investor programme. Recognised as a subject matter expert in the field of Project Management, supported by MSc in the subject, with published articles in the global APM Project Journal magazine.

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