More than your pitch deck: what really matters when pitching to investors

When it comes to communicating with investors, the pitch deck is just one piece of the puzzle. It's about more than just presenting your business idea; it's about giving investors a glimpse of what it would be like to work with you as a founder. After all, they are not just investing in an idea; they are betting on you. This is particularly true in the early stages where the focus is on the founder-problem fit, as founders may not have proven that they have a repeatable business model.

In the world of investor pitches, showing that you are a good founder holds more power than simply telling them. It is about de-risking yourself as a founder and proving your worth.?

At its core, there are 3 questions you need to answer well to convince investors to invest - "why this, why you, and why now".?

It's not just restricted to the content of your pitch deck; it's about demonstrating why you are a good founder and why investors should believe in you, to make any of your plans a reality. So, what is it that can really set you apart when pitching to investors?

Understanding the founder-problem fit

It's essential to recognise that at the early stages of pitching, investors are looking beyond just the business proposition. They are assessing the fit between the founder and the problem they are seeking to solve. It's about showcasing your ability to navigate challenges, adapt to feedback, and demonstrate the potential for growth. Investors need to see that you not only have a compelling idea but that you're the right person to execute it effectively.

Responding to challenges and difficult questions

When faced with challenging questions from investors, your response can reveal a lot about your suitability as a founder. It's not just about the words you say, but how you communicate your ideas and demonstrate your reliability. Can you stay focused on the right things? Can you show that you are someone who takes advice and can be challenged? Your ability to handle difficult questions is a testament to how you will navigate the uncertainties and hurdles of building a successful business.

One way to exhibit your integrity when confronted with a question you don't have an immediate answer to is by openly admitting, "I don't know." Pretending to have all the answers can backfire, as investors can see through disingenuous responses. Admitting to not knowing something, but committing to finding the answer, demonstrates humility, honesty, and a commitment to delivering on promises. It's about showcasing your genuine curiosity to learn and uncover truths, challenging assumptions, and progressing in the long run.

Highlighting reliability and integrity

The way you respond after acknowledging that there is something you don't know is equally crucial. Following up afterwards to communicate that you've taken the time to consider the question or have gone to find the answer exemplifies your commitment to your word. It shows a level of reliability that investors value in the founders they choose to back. Your willingness to be challenged and your ability to follow through on your commitments set you apart as someone who can be trusted and depended on. This is an underrated quality in the world of entrepreneurship: do more than the bare minimum!

Seeking the truth

Good founders knows they don't have all the answers and that's OK.? Embracing the unknown and being open to the reality of a situation can be surprisingly impressive to investors. It indicates that you are comfortable with uncertainty, willing to learn and adapt, building on strong foundations for your decision making and are not afraid to seek guidance when needed. It sends a powerful message that you are not just looking to maintain the status quo, but are ready to embrace the challenges and opportunities that come your way.

In the end, it's about presenting yourself as a founder who is not just focused on selling an idea, but on building a robust and trustworthy relationship with potential investors. Being genuine, reliable, and open to learning can distinguish you from the sea of entrepreneurs vying for investors' attention.

More than your pitch deck

So, the next time you're preparing to pitch to investors, remember that it's not just about the deck; it's about showcasing yourself as a founder. It's about demonstrating your integrity, reliability, and resilience in the face of challenges. By focusing on the "why you" and giving investors a glimpse of what it would be like to work with you, you can create a lasting impression that goes beyond the slides of a pitch deck. At the end of the day, it's not just about the business idea; it's also about the person behind it.

Written by Jo York , CEO Ignite