{"id":10808,"date":"2019-08-24T16:25:50","date_gmt":"2019-08-24T16:25:50","guid":{"rendered":"https:\/\/mauriziolacava.com\/?p=10808"},"modified":"2026-01-20T11:16:07","modified_gmt":"2026-01-20T11:16:07","slug":"the-ultimate-startup-pitch-structure-to-present-your-idea-and-get-funded","status":"publish","type":"post","link":"https:\/\/www.mauriziolacava.com\/en\/the-ultimate-startup-pitch-structure-to-present-your-idea-and-get-funded\/","title":{"rendered":"The ultimate startup pitch structure to present your idea and get funded"},"content":{"rendered":"\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"894\" height=\"673\" data-id=\"12437\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2019\/08\/BLOG-1_Startup-Pitch-Presentation.png\" alt=\"\" class=\"wp-image-12437\" srcset=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2019\/08\/BLOG-1_Startup-Pitch-Presentation.png 894w, https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2019\/08\/BLOG-1_Startup-Pitch-Presentation-300x226.png 300w, https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2019\/08\/BLOG-1_Startup-Pitch-Presentation-768x578.png 768w, https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2019\/08\/BLOG-1_Startup-Pitch-Presentation-600x452.png 600w\" sizes=\"(max-width: 894px) 100vw, 894px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"#Download-PDF\"><img decoding=\"async\" width=\"894\" height=\"674\" data-id=\"147326\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2024\/08\/BLOG-Banner_PDF-Download-copy-1.webp\" alt=\"\" class=\"wp-image-147326\" srcset=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2024\/08\/BLOG-Banner_PDF-Download-copy-1.webp 894w, https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2024\/08\/BLOG-Banner_PDF-Download-copy-1-300x226.webp 300w, https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2024\/08\/BLOG-Banner_PDF-Download-copy-1-768x579.webp 768w, https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2024\/08\/BLOG-Banner_PDF-Download-copy-1-180x135.webp 180w, https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2024\/08\/BLOG-Banner_PDF-Download-copy-1-600x452.webp 600w\" sizes=\"(max-width: 894px) 100vw, 894px\" \/><\/a><\/figure>\n<\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key Takeaways:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The first five minutes of a pitch are crucial: if you fail to engage your audience with a well-defined and compelling problem, the rest of your presentation might be ignored. The problem should be clear, concrete, and, if possible, conveyed through a compelling story that fosters empathy and curiosity.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A winning pitch unfolds like an engaging story: it introduces a problem (the initial conflict), builds tension by demonstrating its severity and widespread impact, presents the solution (the turning point), and proves why the team is capable of executing it successfully. Every section\u2014from market size to business model\u2014must answer key investor concerns and reinforce the project\u2019s viability.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Market metrics, business models, and traction data should be well-structured and easy to understand, avoiding excessive details or overwhelming tables. A pitch must demonstrate a clear strategy for growth, monetization, and customer acquisition while using clean and impactful visuals to support key messages.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-investors-hear-countless-pitches-only-the-best-stand-out-a-winning-pitch-must-be-clear-engaging-and-strategic\"><span class=\"ez-toc-section\" id=\"investors_hear_countless_pitches%e2%80%94only_the_best_stand_out_a_winning_pitch_must_be_clear_engaging_and_strategic\"><\/span>Investors hear countless pitches\u2014only the best stand out. A winning pitch must be clear, engaging, and strategic<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>What are the consequences to failing your next investor pitch?<\/p>\n\n\n\n<p><strong>What happens if you keep failing<\/strong> to get your startup funded, how many more startup pitch presentations can you still afford to fail?<\/p>\n\n\n\n<p><strong>Persuading<\/strong> <strong>investors<\/strong> through a startup pitch presentation <strong>it\u2019s not an easy thing.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Raising money is the second hardest part of starting a startup. The hardest part is making something people want.<\/p>\n\n\n\n<p>P. Graham<\/p>\n<\/blockquote>\n\n\n\n<p><strong>The startup pitch is a high stake presentation<\/strong>.<\/p>\n\n\n\n<p>You are under <strong>time pressure<\/strong>, you just get <strong>5 minutes<\/strong> to give an <a href=\"https:\/\/www.mauriziolacava.com\/en\/complete-guide-to-creating-an-effective-presentation\/\">effective presentation<\/a> and to convince an audience you are worth their investment.<\/p>\n\n\n\n<p>Do you know what complicates the situation?<\/p>\n\n\n\n<p>You won\u2019t be alone!<\/p>\n\n\n\n<p>There will be <strong>many other startups<\/strong> out there <strong>looking<\/strong> <strong>for<\/strong> the same <strong>funding<\/strong> and pitching the same investors.<\/p>\n\n\n\n<p><strong>You need to standout<\/strong> from the crowd and conquer your audience.<\/p>\n\n\n\n<p><strong>How to do that?<\/strong><\/p>\n\n\n\n<p>Simple, you just need an <strong>outstanding startup pitch presentation<\/strong>, with an excellent startup pitch structure.<\/p>\n\n\n\n<p>But\u2026 What does it make a startup pitch presentation to be a great one?<\/p>\n\n\n\n<p>You need to <strong>give investors the information they need<\/strong> to facilitate their decision in a given, short amount of time, and without making them sleep.<\/p>\n\n\n\n<p>There are <strong>3 fundamental pillars<\/strong> to an effective startup pitch structure:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The <strong>contents<\/strong> you include (what you say and what you don\u2019t say)<\/li>\n\n\n\n<li>The <strong>order<\/strong> you present the contents (what you say first)<\/li>\n\n\n\n<li>The <strong>design<\/strong> that brings the contents to life<\/li>\n<\/ol>\n\n\n\n<p>So, <strong>which information do you include<\/strong> in your 5 minutes startup pitch deck and in which order do you plan to to present them?<\/p>\n\n\n\n<p>When I started pitching, I used to browse the internet to find some effective startup pitch structure to follow.<\/p>\n\n\n\n<p>With the experience, I\u2019ve realized that the web offers you many pitch structures for startup presentations but it is hard to say which one will be the best one.<\/p>\n\n\n\n<p>So I decided to extract the pitch structures of hundreds of the most successful pitches ever and to compare them and published a book, <a href=\"https:\/\/www.amazon.com\/Startup-Pitch-Presentation-brilliant-presentation\/dp\/1721262229\/ref=sr_1_5?keywords=startup+pitch&amp;qid=1566655205&amp;s=gateway&amp;sr=8-5\">Startup Pitch \u2013 the ultimate guide to creating a brilliant startup pitch presentation and get funded<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.amazon.com\/Startup-Pitch-Presentation-brilliant-presentation\/dp\/1721262229\/ref=sr_1_5?keywords=startup+pitch&amp;qid=1566655205&amp;s=gateway&amp;sr=8-5\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_1.png\" alt=\"startup pitch presentation | Maurizio la Cava\"\/><\/a><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.amazon.com\/Startup-Pitch-Presentation-brilliant-presentation\/dp\/1721262229\/ref=sr_1_5?keywords=startup+pitch&amp;qid=1566655205&amp;s=gateway&amp;sr=8-5\" target=\"_blank\" rel=\"noreferrer noopener\">Startup Pitch &#8211; the ultimate guide to creating a brilliant startup pitch presentation and get funded<\/a>.<\/figcaption><\/figure>\n\n\n\n<p>I discovered that all these pitches had something in common and, by doing some statistics, it wasn\u2019t difficult to extract a <strong>best practice communication structure.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/mauriziolacava.com\/wp-content\/uploads\/2015\/11\/Startup-pitch-commonalities-1200x324.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>This is not one more startup pitch presentation structure, this is the <strong>unique startup pitch structure<\/strong> that includes hundreds of other successful pitch presentation structures and communication strategies.<\/p>\n\n\n\n<p>I order to enable entrepreneurs to easily work on this structure and quickly make the strategy of their pitch presentations I\u2019ve formalized this knowledge into a one stop shop tool named \u2013 <strong>Investor Pitch Canvas<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/3..jpg\" alt=\"startup pitch structure\"\/><\/figure>\n\n\n\n<p>This is <strong>the structure to follow<\/strong> to create a startup pitch presentation.<\/p>\n\n\n\n<p>To make the process even more efficient and impactful, you can use tools like our <a href=\"https:\/\/www.mauriziolacava.com\/en\/powerpoint-addin\/\">MLC PowerPoint Add-In<\/a>. This add-in helps you quickly build and design professional-looking slides, ensuring your pitch is visually compelling and aligned with the structure you\u2019ve created.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Read also:<\/strong> <a href=\"https:\/\/www.mauriziolacava.com\/en\/the-ultimate-guide-to-creating-a-brilliant-startup-pitch-presentation\/\">Startup Pitch deck: the ultimate guide to create a brilliant startup pitch presentation<\/a><\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-start-your-startup-pitch-structure-the-problem\"><span class=\"ez-toc-section\" id=\"how_to_start_your_startup_pitch_structure_the_problem\"><\/span>How to Start Your Startup Pitch Structure: The Problem<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Everything begins with the description of the problem.<\/strong><\/p>\n\n\n\n<p>Why is it so?<\/p>\n\n\n\n<p>According to Sequoia capital, <strong>one of the most common mistakes<\/strong> people make is believing that, if you are given a one-hour meeting, you will get an hour of attention.<\/p>\n\n\n\n<p>In fact, <a href=\"https:\/\/www.sequoiacap.com\/article\/how-to-present-to-investors\/\">there is a significant drop of attention in the first five minutes of any meeting<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/4.-1-scaled.jpg\" alt=\"startup pitch structure\"\/><figcaption class=\"wp-element-caption\"><a href=\"https:\/\/www.sequoiacap.com\/article\/how-to-present-to-investors\/\">Attention drops in the first 5 minutes of meeting &#8211; Sequoia capital<\/a><\/figcaption><\/figure>\n\n\n\n<p>During a pitch presentation, where you are likely not the first speaker of the day, <strong>the five minutes allocated may be the only opportunity you have to capture investors&#8217; attention.<\/strong><\/p>\n\n\n\n<p>This means that failing to make a strong impression <strong>from the very beginning<\/strong> could compromise the entire outcome of your presentation. If you are looking for effective ways to start, consider exploring these <a href=\"https:\/\/www.mauriziolacava.com\/en\/presentation-delivery\/13-successful-presentation-hook-ideas\/\">13 successful presentation hook ideas<\/a>.<\/p>\n\n\n\n<p>But why is the opening moment so critical? <strong>Why do audiences often lose interest so quickly?<\/strong><\/p>\n\n\n\n<p>According to P. Coughter, <strong>people act egotistically<\/strong>, and are always motivated by their own profits.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Peter Cougher - Know Your Audience\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/eetnknMQyUk?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/www.mauriziolacava.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Applying this principle to the art of crafting an effective pitch, the best way to capture investors\u2019 attention from the very beginning is to anchor them to <strong>a problem that immediately sparks their interest<\/strong>.<\/p>\n\n\n\n<p>If your listeners are directly or indirectly affected by that problem, they will automatically want to know how to fix it.<\/p>\n\n\n\n<p>If your audience isn\u2019t completely aware of the problem, it will be your responsibility to open your presentation by describing the context, <strong>introducing the problem and explaining the seriousness of its impact<\/strong>.<\/p>\n\n\n\n<p>Do this right, and you\u2019ll highlight a real economic inefficiency\u2014aka, <strong>a huge business opportunity<\/strong>. And trust me, when investors spot that, they\u2019ll start paying attention.<\/p>\n\n\n\n<p>But here\u2019s the deal: if they don\u2019t care about the problem, you\u2019re pitching to the wrong people.<\/p>\n\n\n\n<p>The important thing is that, whomever you are talking to, you can arouse their interest.<\/p>\n\n\n\n<p>Your goal? <strong>Get them hooked.<\/strong><\/p>\n\n\n\n<p>One of the best ways to do that? <strong>Storytelling.<\/strong> Every great story starts with conflict, and that\u2019s what keeps people engaged. Want to nail this part? Check out this <a href=\"https:\/\/www.mauriziolacava.com\/en\/lean-presentation-storytelling\/storytelling-techniques-for-presentations-real-case-study\/\">case study on storytelling techniques for presentations<\/a>.<\/p>\n\n\n\n<p>Think about it.<\/p>\n\n\n\n<p>Every great story starts the same way\u2014first, you get some context. You\u2019re introduced to the main character, the setting, the situation. And just when you\u2019re settling in, bam! <strong>Something happens<\/strong>. That\u2019s the moment everything changes, and the real story begins.<\/p>\n\n\n\n<p>In storytelling, this moment is called the <strong>&#8220;call to adventure&#8221;<\/strong>\u2014the trigger that pulls both the main character and the audience into the journey.<\/p>\n\n\n\n<p><strong>Agrilyst<\/strong> \u2013 a platform of intelligent management of indoor farming \u2013 at the 2015 <strong>Techrunch Disrupt<\/strong>, won the day by this presentation.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Agrilyst Drives Better Indoor Farming\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/JP4ZnJG1pBM?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/www.mauriziolacava.com\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Alison starts the presentation by <strong>introducing the concept: agriculture is a difficult thing<\/strong>.<\/p>\n\n\n\n<p>She immediately grabbed attention by making it relatable\u2014even the guy growing tomatoes in his backyard deals with the same challenges as professional farmers. <strong>She made the audience see themselves in the problem<\/strong> before hitting them with the reality check: greenhouse farming isn\u2019t as easy as people think.<\/p>\n\n\n\n<p>She then built up the tension, outlining the real struggles farmers face, before seamlessly transitioning to <strong>her solution<\/strong>. She didn\u2019t just list facts\u2014she told a story, using Tom, the grower, to illustrate the challenge of collecting and interpreting greenhouse data.<\/p>\n\n\n\n<p>By doing this, she <strong>hooked the audience<\/strong> before even mentioning her product. She made them feel the problem first, and only then did she introduce the solution.<\/p>\n\n\n\n<p>And she didn\u2019t do it with mere words.<\/p>\n\n\n\n<p>Her slides were clean, simple, and impactful\u2014<strong>they brought her story to life<\/strong> and helped investors see, not just hear, what she was talking about.<\/p>\n\n\n\n<p>For startups that want to achieve the same impact, relying on a specialized <a class=\"\" href=\"https:\/\/www.mauriziolacava.com\/en\/powerpoint-presentation-design-agency\/\">PowerPoint presentation design agency<\/a> can make a real difference in terms of clarity, engagement, and visual appeal.<\/p>\n\n\n\n<p>Now, do you see why <strong>slides matter so much in a pitch?<\/strong><\/p>\n\n\n\n<p>With them, Alison <strong>immersed investors in her story<\/strong>. She made them feel like they were in the greenhouse with Tom, struggling to make sense of all that data.<\/p>\n\n\n\n<p>Remember, people care about their own interests. That\u2019s just how we\u2019re wired. If you want your pitch to land, <strong>start with a problem that matters<\/strong>. Make it real. Make it emotional.<\/p>\n\n\n\n<p><strong>Credibility + emotion = impact.<\/strong><\/p>\n\n\n\n<p>When people feel the weight of a problem, they naturally want to hear the solution. That\u2019s your opening. Use it wisely, and investors won\u2019t just listen\u2014they\u2019ll lean in.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"startup_pitch_structure_part_2_the_solution\"><\/span>Startup Pitch Structure Part 2: The Solution<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Ever been on a roller coaster, slowly climbing to the top?<\/p>\n\n\n\n<p>That click-click-click as the ride inches upward, your anticipation building\u2014you know the drop is coming, but you have no idea how intense it\u2019ll be. That rush of adrenaline? <strong>That\u2019s exactly how you should structure your pitch<\/strong>.<\/p>\n\n\n\n<p>The <strong>problem<\/strong> is the climb.<\/p>\n\n\n\n<p><strong>The higher you go, the greater the tension.<\/strong> Your audience leans in, curiosity growing\u2014they want to know where this is leading.<\/p>\n\n\n\n<p>But you can\u2019t just throw information at them. Build it up with storytelling, let the suspense grow, and hold their attention just long enough to make them crave the solution.<\/p>\n\n\n\n<p>Then, <strong>here it comes<\/strong>!<\/p>\n\n\n\n<p>The <strong>solution is the drop<\/strong>\u2014fast, thrilling, and impossible to forget.<\/p>\n\n\n\n<p>Your message needs to land <strong>instantly<\/strong>. Short, sharp, and crystal clear. That\u2019s where your <strong>Unique Value Proposition (UVP)<\/strong> comes in\u2014it\u2019s the one-liner that sums up exactly what you offer and why it matters.<\/p>\n\n\n\n<p>Your UVP is simply who you are as a company. This is your Inside Reality. It\u2019s your personality, your identity, and your strengths. A UVP tells you and your team what you are all about.<\/p>\n\n\n\n<p>An UVP, in theory, should <strong>explain the point of your business<\/strong>, while answering three questions:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Which clients?<\/li>\n\n\n\n<li>Which need?<\/li>\n\n\n\n<li>At which price?<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_5.png\" alt=\"startup pitch structure\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p>I do not believe the price to be essential at this stage, as further into the pitch, we will talk about business models.<\/p>\n\n\n\n<p>However, it is critical to answer the other two questions: <strong>for whom, and which need?<\/strong><\/p>\n\n\n\n<p>So, focus on them.<\/p>\n\n\n\n<p>The descent has been steep and full of adrenaline, and the solution has been shown.<\/p>\n\n\n\n<p>At this point, the storytelling has done its job: a reference context has been introduced, a conflict has been presented, followed by the solution.<\/p>\n\n\n\n<p>This is a nice story with a happy ending.<\/p>\n\n\n\n<p>However, this is not the world of a fairy tale, but the brutal world of fundraising, where reaching this point is necessary, but not sufficient.<\/p>\n\n\n\n<p>So, what\u2019s missing?<\/p>\n\n\n\n<p>The <strong>&#8220;Reason to Believe&#8221;<\/strong>.<\/p>\n\n\n\n<p>This is what convinces investors that <strong>your team is able to make that solution work<\/strong>, and that there would be a valid and real business opportunity in implementing your project.<\/p>\n\n\n\n<p>The whole structure shown in the <strong>Investor Pitch Canvas<\/strong> develops naturally, and it constitutes all the required credentials to make the investment from the investor.<\/p>\n\n\n\n<p>After all, the investor is trying to maximize his profit and reduce his risk, right?<\/p>\n\n\n\n<p>Therefore, the presentation should <strong>show the business potentials of the idea<\/strong> (market opportunity, business model, financial projections), contrasted against its feasibility and team\u2019s potential (traction, team, roadmap, competition, go to market).<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/6.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Let\u2019s explore the other sections of the <strong>Investor Pitch Canvas<\/strong>.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-market-size\"><span class=\"ez-toc-section\" id=\"market_size\"><\/span>Market Size<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Let\u2019s say that you had a great intuition by detecting a relevant problem and that the solution you are proposing had the potential to solve it: now you shall <strong>dimension the business potential for marketing your solution<\/strong>.<\/p>\n\n\n\n<p>As a matter of fact, if the solution aims to a market with a poor purchasing power, a market too small or too rich of competitors (we will address this later), the investment\u2019s profitability would be put at a risk and thus would take away all the investors.<\/p>\n\n\n\n<p>Here it is an easy to apply model which will allow you to dimension and <strong>effectively present the reference market<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/7.-scaled.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p>Let me explain how it works.<\/p>\n\n\n\n<p><strong>TAM (Total Available Market)<\/strong> includes the overall expenditure in a particular sector.<\/p>\n\n\n\n<p>If, for instance we think of the computer world, the overall market will include personal computers, laptops, notebooks and so on. When you hear people speak about the market dimension usually they are referring to TAM.<\/p>\n\n\n\n<p><strong>SAM (Served Available Market)<\/strong> corresponds to that part you aim to reach with your product\/service.<\/p>\n\n\n\n<p>In reference to the computer market, for instance, you may want to compete on the laptop market and exclude all the other ones.<\/p>\n\n\n\n<p><strong>SOM (Share of Market)<\/strong> corresponds to the percentage of SAM you are expecting to achieve.<\/p>\n\n\n\n<p>The market size is therefore the size of the total amount spent inside a certain sector by a specific target of consumers. It is not what is spent for your services\/products, but the total amount spent, including that spent on your competitors.<\/p>\n\n\n\n<p>Alfred, start-up winner of the Techrunch Disrupt 2014, ascertains the market size this way.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>There are 18 million home owners in the first 10 towns that have this service, and are already paying more than \u20ac227 billion for the home services on which Alfred relies.<\/p>\n\n\n\n<p>The on-demand services are spreading all over the world and, where on-demand home services are available, we represent the natural consequence.<\/p>\n\n\n\n<p><a href=\"https:\/\/techcrunch.com\/2014\/09\/10\/and-the-winner-of-techcrunch-disrupt-sf-2014-is-alfred\/\">Marcela Sapone , Co-Founder at Alfred<\/a><\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_8.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-business-model\"><span class=\"ez-toc-section\" id=\"business_model\"><\/span>Business Model<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If an investor is putting money into your startup, they\u2019re expecting <strong>a good return<\/strong>\u2014simple as that.<\/p>\n\n\n\n<p>Therefore, it is natural to close saying that your solution shall generate an economic value and so must have a solid and <strong>preferably scalable business model.<\/strong><\/p>\n\n\n\n<p>So, in this section you shall answer this brutal and simple question:\u201d <strong>How do you actually make money from this idea?\u201d<\/strong>.<\/p>\n\n\n\n<p>In the case of PI Inc, the founder (who won the Techrunch Disrupt SF 2017) explains that <strong>PI business model consists of two parts<\/strong>.<\/p>\n\n\n\n<p>First, they target end consumers, maintaining a 50% margin and a high customer lifetime value. Second, they explore distribution partnerships with established companies in the consumer electronics sector.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_9.jpeg\" alt=\"startup pitch structure\"\/><\/figure>\n\n\n\n<p><strong>Customer Lifetime Value (LTV)<\/strong> is the total profit a business expects to make from a single customer over the entire time they remain a paying user.<\/p>\n\n\n\n<p>For a business to be sustainable, <strong>LTV should always be higher than Customer Acquisition Cost (CAC)<\/strong>\u2014meaning the money you earn from a customer should exceed what you spent to acquire them (marketing, sales, ads, etc.).<\/p>\n\n\n\n<p>But here\u2019s the catch: <strong>acquiring customers isn\u2019t enough if you can\u2019t keep them<\/strong>. This is where churn rate comes in\u2014it measures how many customers stop paying for your product or service over a given period.<\/p>\n\n\n\n<p>Let\u2019s break it down with an example.<\/p>\n\n\n\n<p>Imagine you see a gym ad on TV, check out their social media, and finally decide to go for a free trial. A trainer gives you a tour, helps you with your first workout, and convinces you to sign up.<\/p>\n\n\n\n<p>But after one month, <strong>you cancel your membership<\/strong>.<\/p>\n\n\n\n<p>Now, think about it: how many months would you have needed to stay for the gym to recover the cost of acquiring you?<\/p>\n\n\n\n<p>Between ads, promotions, staff time, and special offers, they likely needed more than one month of membership fees to break even. Since you left after 30 days, they lost money on you.<\/p>\n\n\n\n<p>This is why <strong>acquisition alone isn\u2019t enough<\/strong>\u2014if customers churn too quickly, all that marketing spend goes to waste.<\/p>\n\n\n\n<p>Bottom line? <strong>Keep an eye on your churn rate<\/strong>. If you can\u2019t retain customers, your business model won\u2019t work\u2014no matter how many people you bring in.<\/p>\n\n\n\n<p>In the case of <strong>Airbnb<\/strong>, this business model is mixed in a slide together with some market metrics.<\/p>\n\n\n\n<p>The slide goal is to show an estimate of <strong>potential revenues projected into 2011.<\/strong><\/p>\n\n\n\n<p>In this slide, the business model would be, \u201c<strong>We are<\/strong> <strong>retaining 10% of commission on any transaction<\/strong>\u201d.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_10.png\" alt=\"the best startup pitch structure\"\/><\/figure>\n\n\n\n<p>The business model sentence explains the company\u2019s model to generate revenue. In addition, it is well summarized and easy to understand.<\/p>\n\n\n\n<p>A simple and brief sentence that <strong>speaks clearly to the investors<\/strong> is all you need inside a business model slide.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"traction\"><\/span>Traction<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>I think that any entrepreneur, in his life, has to take one of the most over-used answers from an investor:\u201d Not a bad idea, <strong>come back when you have more traction.<\/strong>\u201d<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Traction is, for sure, one of the most used words by VC. But it is also an abbreviation that people use to talk about the grip of a project on the market. Many investors could ask you for the business model. We believe instead that the traction is the most difficult part to show.<\/p>\n\n\n\n<p>Fred Wilson, Principal, Union Square Ventures<\/p>\n<\/blockquote>\n\n\n\n<p><strong>Why are investors so obsessed with traction?<\/strong><\/p>\n\n\n\n<p>Because traction proves that customers actually want your product\u2014and that makes an investment far less risky.<\/p>\n\n\n\n<p>I get it\u2014this can be frustrating for early-stage startups. But like it or not, <strong>traction is the best way to convince investors<\/strong> that your solution or business model actually works.<\/p>\n\n\n\n<p>And what exactly is traction?<\/p>\n\n\n\n<p>It\u2019s real, measurable <strong>proof that your business is gaining momentum<\/strong>.<\/p>\n\n\n\n<p>This could be <strong>sales numbers, a growing user base, a strong retention rate, revenue trends, or any other key metric<\/strong> that shows your startup is making progress.<\/p>\n\n\n\n<p>Investors don\u2019t just want ideas\u2014they want evidence that your product has demand. <strong>Traction is that proof<\/strong>.<\/p>\n\n\n\n<p>In Alfred\u2019s pitch at Techcrunch Disrupt, previously mentioned, there is a moment when Marcela commences:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>[\u2026] We know that Alfred works. All these pins represent the active Alfreds in Boston, and the red ones have been with us for more than 10 months, with a retention rate of 90% [\u2026].<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_11.jpeg\" alt=\"effective startup pitch structure\"\/><\/figure>\n\n\n\n<p>As you see, Marcela has not shown a single figure, but with this chart, she has clearly <strong>shown that her service was adopted by the market<\/strong> and that customers are paying in order to access it.<\/p>\n\n\n\n<p>If, for instance, you have a product on pre-sale, and the customers are paying a small amount in advance in order to be awarded the product you have just launched, then you can say to have the first <strong>signs of traction.<\/strong><\/p>\n\n\n\n<p>As you can see, the product doesn\u2019t even exist yet. At this stage, you might have nothing more than a <strong>pre-sale page<\/strong>, which isn\u2019t a full representation of the sales process you\u2019ll eventually build.<\/p>\n\n\n\n<p>But here\u2019s the thing\u2014that could still be enough to convince investors. If people are already showing interest and are <strong>willing to pay<\/strong>, it proves there\u2019s demand for your product.<\/p>\n\n\n\n<p>The challenge? <strong>Early-stage startups<\/strong> often struggle to show business metrics because the product or service hasn\u2019t been launched yet.<\/p>\n\n\n\n<p>Be this the case, I suggest you to thoroughly follow the methodology shown in <a href=\"https:\/\/theleanstartup.com\/\">The Lean Startup written by Eric Ries<\/a> (Note: the bible for every person that wants to create a business enterprise).<\/p>\n\n\n\n<p>You should focus on <strong>running tests<\/strong>, making the most of your resources, and building a <strong>Minimum Viable Product (MVP)<\/strong>\u2014something simple but functional enough to prove that your solution works.<\/p>\n\n\n\n<p>Once you have an MVP, start <strong>gathering early feedback and data<\/strong>. Even if you don\u2019t have solid business metrics yet, these first signs of interest can help validate your idea and demonstrate its potential to investors.<\/p>\n\n\n\n<p>An <strong>MVP is essentially a basic version of your product<\/strong>\u2014it includes only the <strong>core features<\/strong> needed to test whether your solution meets the needs of potential customers.<\/p>\n\n\n\n<p>Your goal? <strong>Test, measure, and refine.<\/strong> Use your findings to strengthen this key section of your pitch and show that your startup is on the right track.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"competition\"><\/span>Competition<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>One of the most crucial parts of your startup pitch is how you <strong>position yourself against the competition<\/strong>.<\/p>\n\n\n\n<p>Imagine this:<\/p>\n\n\n\n<p>Investor: &#8220;Who are your competitors?&#8221;<\/p>\n\n\n\n<p>Entrepreneur: &#8220;We don\u2019t have any\u2014our solution is completely unique!&#8221;<\/p>\n\n\n\n<p>Sounds great, right?<\/p>\n\n\n\n<p><strong>Wrong.<\/strong><\/p>\n\n\n\n<p>If you claim to have no competition, investors will immediately think one of two things:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>You haven\u2019t done your research.<\/strong> It\u2019s highly unlikely that no one else has tried to solve this problem before.<\/li>\n\n\n\n<li><strong>There\u2019s no real market for your idea.<\/strong> If no one else is tackling this issue, maybe it\u2019s because there isn\u2019t a business opportunity there.<\/li>\n<\/ol>\n\n\n\n<p>Either way, it\u2019s a red flag. Investors don\u2019t back entrepreneurs who <strong>haven\u2019t studied their market<\/strong> or, worse, are building something no one actually needs.<\/p>\n\n\n\n<p>But here\u2019s the good news: <strong>competition is a sign of demand<\/strong>. It means there\u2019s already a market for your idea, and if your solution is truly innovative, you have the chance to disrupt that space and carve out your own share.<\/p>\n\n\n\n<p>So instead of pretending your startup exists in a vacuum, use this section of your pitch to show:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Who else is operating in this space?<\/strong><\/li>\n\n\n\n<li><strong>What are they doing well (and where do they fall short)?<\/strong><\/li>\n\n\n\n<li><strong>How does your solution stand out?<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Investors don\u2019t need you to be the only player in the game. They need to know why <strong>you\u2019re the one worth betting on.<\/strong><\/p>\n\n\n\n<p>Taking as an example the competition slide coming from a <strong>Facebook<\/strong> p<strong>i<\/strong>tch you can notice how the <strong>competitors are always shown with no fear<\/strong> but in an intelligent manner.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_12.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>As a matter of fact, two critical variables are identified for which Facebook is different: the Private dimension and entertainment. <strong>Facebook<\/strong> is located <strong>in the top right corner in the matrix.<\/strong><\/p>\n\n\n\n<p>Obviously in the pitch it is up to you, as entrepreneur, to motivate the fact that <strong>your positioning has the right potential to conquer the market<\/strong> in the most effective\/efficient way than your active competitors.<\/p>\n\n\n\n<p>Another interesting consideration concerns the <strong>overseas competitors<\/strong>.<\/p>\n\n\n\n<p>If a startup with a similar model is thriving in another country with comparable market conditions, <strong>that\u2019s a strong signal<\/strong> that your idea has potential. Investors love this approach because it reduces perceived risk\u2014you&#8217;re not just guessing, you\u2019re showing that a proven model can work in your target market too.<\/p>\n\n\n\n<p>At the end of the day, <strong>it\u2019s not about being the only player in the game\u2014it\u2019s about being the one that plays it best.<\/strong><\/p>\n\n\n\n<p>Having competitors is a healthy thing for a company; it means that <strong>you are heading the right way<\/strong>.<\/p>\n\n\n\n<p>This is the reason why you should always <strong>show your ranking compared to competitors.<\/strong><\/p>\n\n\n\n<p>In the introduction and launch of the <strong>first iPhone in 2007, Steve Jobs said<\/strong>:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Telephones on the market today are not smart, and are absolutely not easy to use. The smartphones are a bit too smart, but are not easy to use because of their plastic keyboard. We have invented a smart telephone, extremely easy to use.<\/p>\n<\/blockquote>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_13.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p>The way he introduced the iPhone is direct, and very effective too. Without figures and complex charts, Steve Jobs identified the strongest diversification points of his new product, and placed it in relation to all the others.<\/p>\n\n\n\n<p>In the case of telephones, everyone knew the competitors at the time, and everyone knew the existence of mobile phones, so this matrix was <strong>easy to understand<\/strong>.<\/p>\n\n\n\n<p>However, the most interesting thing is that it makes it plain <strong>how the market is structured<\/strong>, <strong>and why this product is unique<\/strong> compared to the others.<\/p>\n\n\n\n<p>As you can see, Jobs was not scared to show a very populated market. He did not invent the phone, he reinvented it!<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"go_to_market\"><\/span>Go to Market<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Even the <strong>best<\/strong> product or service <strong>will fail<\/strong> if people don\u2019t know it exists or don\u2019t see a reason to use it.<\/p>\n\n\n\n<p>I\u2019ve lost count of how many times I\u2019ve heard entrepreneurs say, \u201cOnce we launch, people will flood to our website\u2014it\u2019s that good!\u201d Only to watch them stare at an empty analytics dashboard, wondering what went wrong.<\/p>\n\n\n\n<p>Developing a great product is just one piece of the puzzle. <strong>The real challenge is getting it into the hands of customers.<\/strong><\/p>\n\n\n\n<p>And this is where many startups struggle\u2014and fail.<\/p>\n\n\n\n<p>The truth is, no one has a perfect go-to-market strategy from day one. It\u2019s a process of testing, learning, and adjusting. But here\u2019s the catch: <strong>trial and error is expensive<\/strong>, and if you burn through your budget before figuring it out, your startup won\u2019t survive long enough to succeed.<\/p>\n\n\n\n<p>The ability to <strong>break into the market effectively<\/strong> has always been a defining factor between startups that thrive and those that disappear.<\/p>\n\n\n\n<p>So the real question is: <strong>How do you make sure people not only discover your product but actually want to buy it?<\/strong><\/p>\n\n\n\n<p>Think of <strong>Google<\/strong> that when was born was certainly not alone, among its competitors there were some already working to solve the same problem. Then Google came out and maybe we have a distant memory of all the other ones nowadays.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_14.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>How do you intend so to develop your idea\u2019s marketing strategy?<\/p>\n\n\n\n<p>One of the best examples to make the point comes from the <strong>Airbnb<\/strong> pitch deck.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_15.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p>In the Go-to-market section, what they call <strong>adoption strategy<\/strong> presents three market approach strategies:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The first one is connecting to accommodate tourists on the occasion of great events.<\/li>\n\n\n\n<li>The second one exploits strategic partnerships.<\/li>\n\n\n\n<li>The third strategy is the Go-to-market technique that has become famous as one of the most brilliant growth hacks in the history of digital start-up.<\/li>\n<\/ul>\n\n\n\n<p>When Airbnb first started, <strong>its biggest challenge was balancing supply and demand.<\/strong><\/p>\n\n\n\n<p>Getting hosts to list their apartments was relatively easy\u2014it only took a few clicks. <strong>The real struggle? Attracting travelers<\/strong> who were looking for an alternative to hotels.<\/p>\n\n\n\n<p>At the time, Craigslist was one of the go-to platforms for short-term rentals. Homeowners would post their listings, and travelers would browse the site looking for a place to stay. But Craigslist didn\u2019t manage transactions\u2014it was just a huge, unstructured marketplace with tons of users and <strong>zero built-in booking system<\/strong>.<\/p>\n\n\n\n<p>Airbnb saw an opportunity.<\/p>\n\n\n\n<p>They built an algorithm that automatically cross-posted listings from Airbnb to Craigslist. Each post included <strong>a direct link back to Airbnb<\/strong>, so travelers browsing Craigslist would end up on Airbnb\u2019s platform to complete the booking.<\/p>\n\n\n\n<p>In short, they <strong>hijacked Craigslist\u2019s traffic<\/strong> and funneled it straight to Airbnb.<\/p>\n\n\n\n<p>This clever growth hack gave Airbnb an <strong>explosive boost<\/strong>, and by the time Craigslist caught on and blocked the workaround, Airbnb had already gained <strong>massive traction<\/strong>.<\/p>\n\n\n\n<p>Besides the fact that this story is extremely fascinating from my viewpoint, and I am inviting you to look into it further online, the reason I tell you that is to show you that you will rarely find a standard Go-to-market that someone else has realized, and that you can simply replicate for success.<\/p>\n\n\n\n<p>Because <strong>there\u2019s no universal go-to-market strategy that guarantees success.<\/strong> What worked for one company may not work for another.<\/p>\n\n\n\n<p>Your market, timing, team, and competition all play a role. The only way to find your winning strategy is through <strong>constant testing, measuring, and adapting<\/strong>.<\/p>\n\n\n\n<p>That\u2019s exactly what Airbnb did: <strong>they identified a gap, exploited an opportunity, and adapted as they grew.<\/strong><\/p>\n\n\n\n<p>Your job? <strong>Figure out your own unique way to break into the market<\/strong>.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-team\"><span class=\"ez-toc-section\" id=\"team\"><\/span>Team<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/16.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Holy words, thanks Ed!<\/p>\n\n\n\n<p>We often hear said that <strong>people make the difference<\/strong> and this is true even more in the entrepreneurial projects with high innovation impact.<\/p>\n\n\n\n<p>A good team consists of professionals that have <strong>complementary abilities<\/strong>.<\/p>\n\n\n\n<p>For instance, if you are developing a webapp, you may have someone that is taking care of the business development and someone else that takes care of the technical development.<\/p>\n\n\n\n<p>This way you will have someone that takes care of creating the webapp, programming it, and who takes care of attracting traffic and develop the go-to-market.<\/p>\n\n\n\n<p>Clearly, if you are developing a webapp and all the team members have a business profile, no one will be able to develop the solution and so you will have to look for some freelancer help.<\/p>\n\n\n\n<p>So you will keep on burning cash for core activities that shall be developed at home.<\/p>\n\n\n\n<p>I am not saying that you won\u2019t be successful. But I believe that your project <strong>will be perceived as being riskier<\/strong> and so considered to be less interesting by the investors.<\/p>\n\n\n\n<p>Trust is key when building a team, but it\u2019s just as important to surround yourself with people who <strong>bring the right skills<\/strong> to the table. Investors want to see that your team isn\u2019t just passionate but also capable of executing the vision.<\/p>\n\n\n\n<p>So, <strong>how do you present your team in a pitch?<\/strong><\/p>\n\n\n\n<p>Start by <strong>clearly showing who does what and why each member is crucial<\/strong> to the success of the business. Investors need to understand not just the names and titles, but the real value each person brings.<\/p>\n\n\n\n<p>A great example? <strong>Buffer\u2019s pitch.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/image15.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Joel Gascoigne is one of the co-founders and has the <strong>ability proven by his expertise<\/strong>, to make the business model work.<\/p>\n\n\n\n<p>My advice is to <strong>positively exploits any possible advisors or other investors<\/strong> but maintaining them carefully separated from the operational team.<\/p>\n\n\n\n<p>Finally, let me give you the advice to use photos that would offer a face and personality as well as the character of your team members.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Read also:<\/strong> <a href=\"https:\/\/www.mauriziolacava.com\/en\/what-makes-presentations-engaging\/\">What makes presentations engaging and how you can do it too<\/a><\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"financial_projections\"><\/span>Financial Projections<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><strong>Planning of the financial resources is crucial<\/strong> for the sustainment of the business in the middle and long run.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>All the companies that fail have a common cause of failure: they have exhausted their financial resources<\/p>\n\n\n\n<p>Don Valentine, Sequoia Capital<\/p>\n<\/blockquote>\n\n\n\n<p><strong>Entrepreneurs should have the ability to plan their business<\/strong> to manage it in a rational manner with a long period perspective, to not be influenced by everyday events, and to make the company look interesting to the investors\u2019 eyes.<\/p>\n\n\n\n<p><strong>Calculating the financial forecasts requires time<\/strong>, and to maintain them, you will need it time again\u2014especially when following the quick evolution dynamics of a start-up.<\/p>\n\n\n\n<p>If you are thinking of the big table of the profits account, projected in 5 years, you are quite wrong!<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/18.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Of course, you need to carefully prepare your financial projections, but <strong>your pitch is not the place to overwhelm investors with endless numbers.<\/strong><\/p>\n\n\n\n<p>Here\u2019s why:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Investors are experts at analyzing financials\u2014often more than entrepreneurs. If you overload them with numbers, expect <strong>sharp questions that could derail your presentation<\/strong>.<\/li>\n\n\n\n<li>In a high-pressure pitch, <strong>it\u2019s easy to forget specific details<\/strong> behind your calculations. If you stumble while explaining them, you risk looking unprepared\u2014even if your numbers are solid.<\/li>\n<\/ol>\n\n\n\n<p>Instead, focus on the big picture: <strong>your business ambition and potential.<\/strong><\/p>\n\n\n\n<p>Your financial projections should <strong>demonstrate the scale of your opportunity<\/strong>\u2014not get lost in minor details. Investors already assume that early-stage estimates are optimistic, so they\u2019ll mentally adjust them.<\/p>\n\n\n\n<p><strong>Be ambitious, but stay grounded.<\/strong> There\u2019s a fine line between a bold vision and unrealistic expectations.<\/p>\n\n\n\n<p>One of the best ways to present this?<\/p>\n\n\n\n<p><strong>An EBITDA chart<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/19.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>This is one of the features your financial plan should meet.<\/p>\n\n\n\n<p>Long-term financial projections <strong>are rarely accurate<\/strong>, but they help investors understand <strong>the scale of your ambition<\/strong>.<\/p>\n\n\n\n<p>Now, imagine you present a startup forecasting <strong>\u20ac80K in revenue by year five<\/strong>, but with <strong>four years of losses before breaking even<\/strong>. That\u2019s a tough sell for investors. Why?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The growth is <strong>too slow<\/strong> to make the risk worthwhile.<\/li>\n\n\n\n<li>The financial upside is <strong>too limited<\/strong>\u2014it doesn\u2019t suggest a high return on investment.<\/li>\n<\/ul>\n\n\n\n<p>But there\u2019s another key factor at play: investors assume that your estimates are already optimistic. They know that founders tend to present <strong>best-case scenarios<\/strong>, so they mentally adjust projections downward to account for real-world challenges.<\/p>\n\n\n\n<p>This means that if you pitch <strong>conservative numbers<\/strong>, investors might think the reality will be even worse\u2014making your startup look like an even weaker bet.<\/p>\n\n\n\n<p>Investors think in terms of potential. Research shows that <strong>large numbers (even when risky) are more compelling than cautious, small-scale projections<\/strong>. A startup aiming for millions in revenue will grab attention faster than one projecting slow, steady growth\u2014even if both come with uncertainties.<\/p>\n\n\n\n<p>That doesn\u2019t mean you should inflate your numbers unrealistically, but you do need to <strong>show an ambitious yet achievable financial path<\/strong>.<\/p>\n\n\n\n<p>And don\u2019t forget to <strong>clearly state when you expect to reach break-even<\/strong>.<\/p>\n\n\n\n<p>Yes, investors are drawn to ambitious numbers, but they also want to know how and when your business becomes sustainable. Showing a <strong>realistic timeline<\/strong> for profitability helps reduce their perceived risk.<strong> <\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/20.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>One last tip: when presenting your financials, don\u2019t get bogged down in excessive details. You don\u2019t want investors stuck on a slide full of complex projections, nitpicking every assumption. Your goal is to keep the momentum of the pitch, not get lost in a financial deep dive. Your goal consists of <strong>finishing the presentation as fast as possible<\/strong>.<\/p>\n\n\n\n<p>Avoid projecting all the details with a table, and it will also help you <strong>avoid uncomfortable questions<\/strong>.<\/p>\n\n\n\n<p>My advice is to keep the slide with the table either hidden or held as backup (recommended read: <a href=\"https:\/\/mauriziolacava.com\/lean-presentation-design-blog\/charts-tables-for-presentations\/presenting-data-in-powerpoint\/\">The definitive guide to presenting data in PowerPoint<\/a>).<\/p>\n\n\n\n<p>It could be useful if, having finished the presentation, more detailed questions are asked of you.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"the_startup_pitch_structure_end_goal_fund_raising_request\"><\/span>The Startup Pitch Structure End Goal: Fund Raising Request<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Making an excellent presentation means getting to the end really involving the audience and being so ready to advance the request to adopt your idea and, in the event of a pitch for doing financial fund raising.<\/p>\n\n\n\n<p>Think of it like an Amazon checkout page. Your pitch <strong>leads investors through the journey<\/strong>, and now they\u2019re at the final step: <strong>will they &#8220;buy&#8221; into your vision?<\/strong><\/p>\n\n\n\n<p>But here\u2019s the reality\u2014<strong>rarely does a single pitch secure funding on the spot.<\/strong><\/p>\n\n\n\n<p>What it does do, however, is open the door. A strong pitch gets investors interested enough to <strong>ask more questions, schedule follow-ups, and seriously consider your business<\/strong>.<\/p>\n\n\n\n<p>If you have worked well so far, this is the moment of <strong>advancing the financing request<\/strong> showing the amount you are looking for, the progress report of the fund raising, and the allocations envisaged by the required funds.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/21-scaled.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p>For example, <strong>Fittr\u2019s<\/strong> slide clearly shows the application, and then <strong>lists how the funding collected will be invested<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_22.jpg\" alt=\"\"\/><\/figure>\n\n\n\n<p>My suggestion is to add another step and <strong>show the allocation percentages<\/strong>. This way, you will show the balance with which you will allocate the funding, giving a different importance to the various parts.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/03\/23.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Always remember to end any presentation with an explicit request.<\/strong><\/p>\n\n\n\n<p>After all, if you showed it to some people you have done that because you wanted them to do something. So never forget to ask them that.<\/p>\n\n\n\n<p>If you won\u2019t need upcoming funding or if you are simply looking for something else, like for instance a strategic partnership, do not hesitate to <strong>request that explicitly<\/strong>.<\/p>\n\n\n\n<p>Remember that all the efforts you have made so far will only have been done to position yourself in the best conditions to advance such request.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"roadmap\"><\/span>Roadmap<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>One of the investors greatest worries is to follow the trend of his investments portfolio. After all, they\u2019re not just investing their own money\u2014they also have to <strong>report back to their own investors<\/strong>.<\/p>\n\n\n\n<p>This makes their job tricky. Every startup moves at a different pace, with unique metrics and challenges. That\u2019s why <strong>setting clear expectations and committing to key milestones<\/strong> can help reassure investors and strengthen your pitch..<\/p>\n\n\n\n<p>A great way to do this? <strong>Use a timeline-style roadmap<\/strong>, but keep it focused.<\/p>\n\n\n\n<p><strong>Avoid presenting a twenty years roadmap<\/strong> when you well know that in a startup even one year can completely overturn your business performance.<\/p>\n\n\n\n<p><strong>Buffer<\/strong>, in a very simple way, has combined products development elements (Launch of the web app, launch of the API) with the users growth and the impact on revenue.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.mauriziolacava.com\/wp-content\/uploads\/2020\/05\/BLOG_Ultimate-Startup-Pitch-Structure_24.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>This slide highlights an important strategic move: by launching the API, the product can be integrated with external applications, with the goal of reaching 50 integrations by December 2011.<\/p>\n\n\n\n<p>The expected impact? <strong>100K users and $288K in revenue by 2012<\/strong>, setting the stage for even more aggressive growth in the following years.<\/p>\n\n\n\n<p>A detail worth noting: some dates are marked in <strong>grey<\/strong>, others in <strong>green<\/strong>. This likely indicates that <strong>some milestones have already been reached<\/strong>, while others are still in progress.<\/p>\n\n\n\n<p>Visually distinguishing achieved vs. upcoming goals is a smart move. It makes the startup\u2019s progress feel <strong>tangible and credible<\/strong>, reinforcing the idea that future milestones are not just aspirations, but the natural next steps in a proven growth trajectory.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"create_an_excellent_pitch_deck_with_this_startup_pitch_structure\"><\/span>Create an Excellent Pitch Deck with This Startup Pitch Structure<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Then importance of communicating your project with an <a href=\"https:\/\/www.mauriziolacava.com\/en\/complete-guide-to-creating-an-effective-presentation\/\">effective presentation<\/a> is vital. Do not overlook the pitching activity because it is one of the few activities that you won\u2019t be able to delegate.<\/p>\n\n\n\n<p>In order to create an effective pitch, it won\u2019t be sufficient to be good at PowerPoint. Behind a pitch presentation of a project as you saw there are many challenges to overcome.<\/p>\n\n\n\n<p>Prepare yourself for improve your public speaking and <strong>use this article to fill up your presentation in an orderly way<\/strong> and with the right level of contents.<\/p>\n\n\n\n<p>See you!<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"sources\"><\/span>Sources<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><a href=\"https:\/\/www.mauriziolacava.com\/en\/presentation-resources\/the-ultimate-guide-to-creating-a-brilliant-startup-pitch-presentation\/\">Startup pitch deck: the ultimate guide to create a brilliant startup pitch presentation<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/medium.com\/dropbear-tech\/airbnb-the-growth-story-unveiled-e40d7e2e9b3b\">Airbnb \u2013 The growth story unveiled<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.ncbi.nlm.nih.gov\/pubmed\/16216685\">The neuroscience of investing: fMRI of the reward system<\/a><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"startup_pitch_structure_faq\"><\/span>Startup pitch structure: FAQ<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<p><strong>How should a startup pitch be structured to attract investors?<\/strong><\/p>\n\n\n\n<p>A successful startup pitch relies on three key pillars: the content (what you say and what you leave out), the order of presentation (what you say first), and the design that brings your message to life. It&#8217;s crucial to provide investors with the necessary information concisely and engagingly while capturing their attention from the very start.<\/p>\n\n\n\n<p><strong>Why is it important to start a pitch by addressing the problem?<\/strong><\/p>\n\n\n\n<p>Investors are driven by personal interest and want to immediately understand why they should care about your proposal. Starting with a clear articulation of the problem helps establish a connection with your audience and highlights the market opportunity your startup is addressing. Without a compelling problem, your proposed solution may fail to generate investor interest.<\/p>\n\n\n\n<p><strong>What is the role of storytelling in a startup pitch?<\/strong><\/p>\n\n\n\n<p>Storytelling is a powerful tool in a startup pitch because it makes your presentation more engaging, relatable, and memorable. A strong narrative helps investors connect emotionally to the problem you are solving, making them more invested in your solution. By structuring your pitch as a story\u2014with a clear setup, conflict, and resolution\u2014you can keep your audience&#8217;s attention and increase the chances of securing funding.<\/p>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [{\n    \"@type\": \"Question\",\n    \"name\": \"How should a startup pitch be structured to attract investors?\",\n    \"acceptedAnswer\": {\n      \"@type\": \"Answer\",\n      \"text\": \"A successful startup pitch relies on three key pillars: the content (what you say and what you leave out), the order of presentation (what you say first), and the design that brings your message to life. 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By structuring your pitch as a story\u2014with a clear setup, conflict, and resolution\u2014you can keep your audience's attention and increase the chances of securing funding.\"\n    }\n  }]\n}\n<\/script>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" id=\"Download-PDF\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Get the PDF now!<\/strong><\/p>\n\n\n<div class=\"\"><div class='_form_190'><\/div><script type='text\/javascript' src='https:\/\/mlcpresentationdesign.activehosted.com\/f\/embed.php?static=0&id=190&6A3B4E09E9915&nostyles=1&preview=0'><\/script><\/div>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>What are the consequences to failing your next investor pitch? What happens if you keep failing to get your startup funded, how many more startup pitch presentations can you still afford to fail?<\/p>\n","protected":false},"author":2,"featured_media":12437,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_uag_custom_page_level_css":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[2020],"tags":[],"class_list":{"0":"post-10808","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-startup","8":"entry"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The ultimate startup pitch structure to present your idea and get funded - 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What happens if you keep failing to get your startup funded, how many more startup pitch presentations can you still afford to fail?","_links":{"self":[{"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/posts\/10808","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/comments?post=10808"}],"version-history":[{"count":0,"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/posts\/10808\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/media\/12437"}],"wp:attachment":[{"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/media?parent=10808"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/categories?post=10808"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mauriziolacava.com\/en\/wp-json\/wp\/v2\/tags?post=10808"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}