Whether it's 30 seconds, 5 minutes, or 30 minutes, being able to successfully pitch your business or idea requires understanding the art and science behind delivering a solid pitch. I've had the pleasure of winning a pitch competition, securing the contract, and closing sales - all based on the techniques I want to share in this article. I have also helped others successfully win their pitch competitions. In 2021, I advised a digital marketing agency on winning and in 2022, I was asked to prep a juice company, and serendipitously I advised a mental health tech company who placed in a pitch competition as well. A good pitch isn't accidental, it is where preparation meets opportunity. Here are 5 steps I advise and recommend for delivering your next winning pitch:
- Requirements. Understand the rules/parameters of the pitch. How much time? What questions are there to answer? Who or what company will be on the judging team? Understanding the answers to these questions, helps craft a time sensitive, well-researched, value added presentation. Being able to directly answer the question, being mindful of time, and appealing to the judges, shows that you are taking your business and the audience's time seriously. Research Hack: Even if you have no clue who is judging, I'd see if there if there is a company sponsoring the pitch and do some research on their mission and purpose.
- The Story, The Why, and The Numbers. A good story is relevant and can humanize the need for your business. It can make you laugh, cry, or be curious for the end result. A good story creates a cinematic effect and pulls your audience into the why. Then with proper seasoning of the data (how many are affected? How big is the opportunity? What is the percentage result), it gives a numerical weight to your company. After all, numbers are a manifestation of the strategy (thanks Melissa Bradley for that line).The "why" will answer why anyone would care; why is this solution a good one; why is your team qualified to solve this problem? A good mix of a relatable scenario and metric make for a great recipe.
- Practice for confidence, practice for distraction. Practice according to your learning style, and be open to recording and practicing in the mirror. You are practicing so that regardless of a tech failure, baby crying, or uninterested judge - you are confident in your approach and your words. Confidence and preparation are paramount for others believing that your business is must-watch. Also, you owe it to yourself to show up for yourself and your business. It practicing for this pitch is not important, then this will show up in the presentation.
- Presentation covers the slides, tone, and body language. Are your slides easy to read? Are the slides visually appeal and congruent? Did we check for spelling errors? When you speak are you speaking clearly? Do you practice excitement when you want the crowd to be excited? Are you slowing down and putting on the radio voice for when you want to draw in and make the audience curious? How's your appearance? Are you presenting yourself in a dignified manner? Will you be able to gesture or move around to get the whole room engaged? Confession, I once had a slide that had a spelling error, and I could of kicked myself - but I maintained composure and turned on a voice to draw the audience in vocally to forgive the visual mix-up. Best believe, I am not a fan of the distraction, but even still your confidence and preparation in the other aspects of the pitch can cover for any hiccups.
- Last Call. Be sure to circle back and include "the hook", your specific ask (if it's not clear what the win is" and your name. This is especially important, so that the judges can clearly remember the companies name and what the company does. The reminders almost serves like the two ends of the sandwich and it bottles up the pitch and experience. The pitch goes beyond just that moment, you want to leave an impression that is lasting because you never know who is watching or who is connected to who. Even if the name is forgotten, how you made the audience feel and what problem the company solves will stick out above everything else.
The research, practice, and delivery of the pitch is you inviting the audience into a short glimpse of what it means to work with your business. It is an invitation for an experience. You want this experience to be filled with curiosity, fact, and to feel good. If you want help with your next pitch, please reach out to me. Also, if you know a food beverage packaged business, here's an upcoming pitch opportunity
for you (deadline Oct. 6th). Be sure to share your experiences with pitches below!
Desha Elliott is a Market Manager for Accion Opportunity Fund and owner of a program evaluation firm Pantherum Solutions Group Consulting. Her previous experiences include running a digital marketing company, being a nontechnical founder of edutech app (PB7APP) and a Strategic Partnership Director for music tech company Rap Plug, Inc.
