Pitching a startup: How to craft your 60-second pitch

There is no end to the number of hours founders can spend talking about their businesses. People won't pay attention for more than a minute most of the time.

It's vital to convey in 60 seconds or less what your business does and why people should be excited about it. You can make all the difference if you have a short, pre-prepared pitch, whether you are seeking investment, advice, or connections. 

The purpose of this article is to help you develop a 60-second pitch that can be used in any situation.

Make sure your pitch is short, simple, and persuasive

To craft the perfect pitch, there's one mantra you should always keep in mind: short, simple, persuasive. 

Your elevator pitch should highlight the most compelling aspects of your business in 60 seconds or less (i.e. the time it takes to ride an elevator).

Describe your business, what you offer, and why someone would want to help or fund you.

There will be a variety of scenarios in which you will use your pitch.

You may even be able to pitch to people who don't know anything about your industry. 

No matter who you are speaking to, make your pitch conversational, understandable, and persuasive. Try not to sound too salesy by avoiding complicated terms, industry acronyms, and jargon. 

How to put your pitch together after understanding the tone you want to strike.

Your pitch: how to structure it

In order to get people's attention, your pitch should start with a hook: something that makes them stop and take notice.

You have to stand out from the crowd when pitching to investors, so what will make your pitch stand out? 

Hooks should be memorable right away.

Start with something amusing, surprising, or interactive. You can use a statistic, a question to make people examine their instincts, or even a short story. 

One founder at startup competition The Pitch asked the audience to raise their hands if they had any clothing in their wardrobe they had never worn.

In addition, £1,000 would be given to anyone who booked a ski trip within six clicks. 

Your customer’s problem

Once you have the audience's attention, describe the problem your target customer faces. 

Engage your audience in empathizing with the issue if possible.

Do they have any personal experience, observation, or frustration with this issue? 

Use an anecdote or character that they can identify with if your problem is something they don't know about. 

This is the solution you need

Here is your chance to explain what your business does and how it solves the customer's problem. Sounds simple, right? This is one of the most challenging areas for founders. 

The balance between providing enough information and getting bogged down in the details can be tricky. Visuals won't always be available to you. You'll need to explain how your solution works without showing a demo if it involves technology.

Your pitch should be well thought out at this stage.

Describe what your business does in a few different ways to people who do not know what it is.

Test out different versions and see which one people like best.

The market and competition

An opportunity cannot exist without a market.

So, you must demonstrate your market's size and growth. 

You should avoid using grand but vague numbers as they can undermine your credibility. It's also important to be realistic - if your company specializes in UK golf, don't target the global sports market.

In the event that an investor believes your solution solves a real problem and there is indeed a market for it, he or she will ask: “How come nobody else has solved it? ”

Make sure you can address the competition and provide a robust answer that goes beyond just being “better ”.

If you were to do something differently, what would it be? Do you target a niche that is currently untapped?

Getting traction

Your product or service has traction when there is a demand for it. Anything that demonstrates interest in the market, such as revenue, users, or customer reviews, can be considered. 

No worries if you haven't launched yet and are still validating your idea.

You can also demonstrate traction by meeting key partners or suppliers, gaining social media followers, or running successful pilots.

Identify yourself

When you pitch, people aren't just assessing your business - they're assessing your capabilities as well. To demonstrate your experience, make sure you can demonstrate that you're capable.

Describe why you are the most qualified person to take this business forward in this section.

Include relevant qualifications, experience in the industry, or a personal experience that motivated you to find a solution.

Your team

Your 60 seconds are coming to an end at this point. Incorporate a sentence or two about the team that surrounds you.

Having a co-founder or employees on board is the perfect time to briefly explain their skills.

As a solo founder, discuss any mentors or advisers you have.

The ask

Be clear about what you want at the end of your pitch. It will depend on the audience you're pitching to, but it should all relate back to your company's goals. 

If you pitch to investors, what will the investment achieve for you? Tell them how much money you need and why.

When pitching at a networking event, look for investors with industry experience.  

In conclusion, practice makes perfect.

The only thing left to do is practice your pitch once it's been crafted and you feel confident it's under 60 seconds.

Put it to the test with your team, with your friends, and with your family.

When delivering it, face a mirror.

Listen to it over and over again on your phone.

You should be able to recall your pitch like a pro. As a result, you will be able to effectively explain what your business does and why people should be excited about it in any situation.