Do you want to make a concise and convincing pitch? Know what’s essential

100 Open Startups
4 min readDec 2, 2020

Check out tips that can help you differentiate yourself when presenting your startup to investors

If you have or think about creating a startup, you should already be familiar with the term pitch, present in the dictionary and in the daily lives of those who are in this universe: it is through it that companies sell their ideas, especially when looking for investors. How to do this in a short and direct way? There is no shortage of manuals that show the paths, but presenting everything directly is not an easy task. You have to be concise and convincing.

We listen to those who understand the subject to help you get the presentation right. The president of the Brazilian Association of Startups (ABStartups), Amure Pinho, highlights the importance of training, having confidence in the speech and knowing all the details of the business to clarify possible doubts.

“There are no secrets: what attracts attention is an attractive, objective speech with numbers that prove your business model and the market you are in. Think of an investor: what are the elements that validate the investment in your business? Showing study and knowledge are vital in this process ”, he explains.

In addition to complying with rules considered basic, it is necessary to pay attention to some details that are not always specified. Whoever helps us with more tips is Professor Bruno Rondani, PhD in strategy and innovation from Fundação Getúlio Vargas and CEO of 100 Open Startups. More than worrying about presenting well, objectively, it is essential to take into account who is on the other side.

“People end up doing the other part very well, making a wonderful pitch about the idea, and then they don’t know if they want R $ 100 thousand, R $ 1 million or R $ 10 million. You have to go to the meeting knowing who you are going to negotiate with and asking for exactly what you want ”, he highlights.

Practice is key

Both Pinho and Rondani highlight an important point for doing all this in a concise and convincing way: training! Reaching an important round with prior experience will leave the entrepreneur more secure and more mature, which is usually observed by those on the other side. In addition to evaluating the business itself, the investor analyzes the behavior of whoever is presenting it.

“Before making a real offer to the investor and causing a bad impression, it is important to participate in forums, receive training, present the pitch in different formats”, highlights the professor.

Rondani suggests that this be done in front of the team and recommends recording videos with different presentations, even with different durations. In addition to serving as training, it can make a difference in possible virtual pitches, which have been adopted during the pandemic.

“This exercise in recording and even sending this video before the meeting is very powerful. Today it is being worked on in this way: we are recording three-minute pitches and 20-minute interviews to send to investors ”.

Below, the teacher summarizes three tips for a convincing pitch. In addition to essential points, such as being a good business, having a good team and good experience in the field where you are proposing innovation, consider the interlocutor.

1) Know the other side

Preparation begins long before the presentation. Know who’s on the other side. The investor has his objective, his strategy, his interests. Entering a negotiating table without knowing who you are dealing with decreases (and greatly) your chance of getting it right. It’s like an entrance exam: for example, there is no point in knowing a lot about poetry to enter an entrance exam at FGV. You won’t be asked that. It is not the kind of knowledge they are looking for, so it will not be taken into account. So, do an exercise: before taking the proposal, find out what that someone is looking for.

2) Be objective

Show objectivity. You have to know what you are asking for, how much you want, for what and for how much to participate. It is necessary to be very clear about the objective, the solution and not hesitate. If you are questioned, you need to know how to answer: how much you want, how far you want to go with the resource, where you will apply it. Be firm, consistent and as clear as possible! When the investor is interested, he wants to know exactly what his proposal is. Startups lose reputation in trading when they are unable to answer these questions.

3) Value the investor

In addition to knowing the other side and being objective, value the role of the investor. In addition to all the steps (how to present and present the business and the proposal clearly), make the investor feel important in the trajectory and make it clear what you expect, in addition to the money, and how he can complement and add, either through portfolio, experience or connections. Ask questions, show maturity and preparation, without losing humility. Asking is important. Without that, you risk leaving the room without feedback.