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10 Guidelines for Pitching Angel Investors


The average length of a funding pitch to angel investors is ten minutes. Even if you have booked an hour with a VC, you should plan to talk only for the first fifteen minutes. The biggest complaint I hear from investors is that startup founders often talk for way too long but neglect to cover the most relevant points, or they have inadequate preparation and become distracted by a technical glitch.

If you start by pitching your extended life story, that’s the wrong way of starting. Equally bad is an extended pitch on your new technology. Investors are more interested in your solution and your business rather than the technology you use. Here are some tips on the right approach and the right points to hit:

  1. Match your material to the time allotted. If you have ten minutes, that means no more than ten slides, then match your pace to cover all the material. I’ve seen several presentations that never moved past the first slide before running out of time. An obvious effort to keep talking after the time limit won’t save your situation with investors.
  2. Remember you are pitching to investors, not customers. Some entrepreneurs seem to think that their product pitch is also their investor pitch. I outlined what investors expect to see in another article “Adding Slides Does Not Enhance Your Investor Pitch.” These are tuned to the ten-minute limit but are just as applicable if the investor gives you an hour.
  3. Check the setup and set the stage. If the projector doesn’t work or won’t connect to your laptop, you are the one that loses. Have at least one backup plan, such as copies of your slides to hand out and discuss in case all else fails. The first words out of your mouth should be “Can everyone hear me and read the screen?”
  4. Research your audience before presenting. The most respected presenters are the ones who have done the research beforehand to know who is in the audience and have tailored their message to their audience’s interests. If you know only a few people in the audience, acknowledge them and convince the others that this is not a random cold call from you.
  5. Dress appropriately and professionally. It’s always better to be overdressed than underdressed. Business casual is the standard. Remember that most investors are from a generation where faded and torn jeans were on the wrong side of success in business.
  6. Let the top person do all the talking. Tag team shows don’t work in short venues. More importantly, investors want to see and hear the top guy – typically the founder or CEO. They will be judging his aptitude, his character and his passion. Others can be present for effect, but deferrals to team members for answers are a sign of weakness.
  7. First, get their attention with your elevator pitch. Start with the problem and your solution. These are your hooks, and they better be covered in the first 30 seconds of your presentation. State your value proposition, and what you are specifically offering to whom. Skip the acronyms, history of the company and the colorful autobiography.
  8. Lead with facts, but skip the details. Skip the generic marketing phrases like “more user friendly,” “massive opportunity” and “paradigm shifting.” According to Gartner, “the opportunity is 100 million by 2015, with 12% compounded growth.” Investors don’t need to know the implementation details of your patent or customer support plan.
  9. Don’t forget to ask for the order. How much money do you need and what percent of your company are you willing give up for that amount? If you want investor interest, the business parameters of a deal should be presented as clearly as the product parameters.

10.Close by asking for questions and promising follow-up. Acknowledging feedback and actually listening for ways to improve will always lead to a positive impression. You should answer questions with data if you have it, but avoid defensive responses in favor of a promise to follow-up after the meeting.

Most importantly, don’t forget to practice, practice, practice. Just because you have given a thousand pitches before does not mean you can finesse this one by reading the bullet points in real time from the slides that your team put together for you. You need to be totally familiar and comfortable with your pitch to give it effectively.

Forget the theory that you can “rise to the occasion” and impress everyone with your dynamic speaking ability. If you are pitching the wrong point in the wrong way, the occasion will be more the demise than the rise of your dream.

Reprinted with permission.

About the author: Martin Zwilling

Martin is the CEO & Founder of Startup Professionals, Inc., a consultancy focused on assisting entrepreneurs with mentoring, business strategy and planning, and networking.

Martin for years has provided entrepreneurs with first-hand advice, mentoring and business plan assistance as a startup consultant. He has a unique combination of business and high-tech experience, and executive mentoring and connecting startups with potential investors, board members, and service providers.

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  • Stuart Baum

    Very good counsel!

    Unsure about the implicit “no jeans” rule here, though I do find it entertaining that the audience is often better dressed than the presenters.

    The worst presentations I’ve ever seen failed HARD at #1, #6 and #9 here. And, for #9, what *exactly* are you going to do with the money and what do you expect the funding to provide in terms of accelerated growth?

    P.S. Nice Shure mic picture.

  • Sandy Robertson

    Like your guidelines – succinct & easy to follow.

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