Raising capital at the pre-seed or seed stage is one of the biggest hurdles for early-stage startups. We’ve seen many founders struggle, not because their ideas lack potential, but because their pitch fails to convince investors.
The reality is, investors expect clarity, credibility, and confidence. Your pitch needs to show why your business matters, what is your product/solution, what it does and what’s unique about it, how it will grow, and why it’s worth investing in, all within a limited time.
This guide is designed to help you craft a compelling investment pitch that resonates with investors and increase your chances of securing funding. It covers:
- Understanding your audience – investor types and expectations.
- Choosing the right investment structure – equity, ASAs, or CLNs.
- Valuation basics – You can also check our more detailed Guide to Valuing Your Business.
- Pitch deck essentials – from problem statement to financials and traction.
- Delivery tips – storytelling, timing, and follow-up strategies.
Whether you’re pitching for the first time or refining your approach, this guide gives you a clear, practical framework to prepare, structure, and deliver a pitch that stands out.
How your pitch may look like?
Knowing what to include in your pitch is one thing, seeing it in action is another. That’s why we’ve included a sample pitch deck for our fictional Bore-Pro 2000, an innovative solution aimed at reducing the cost of ground source heat pump installations.
This example shows how to structure a compelling pitch for early-stage investors, including:
- Clear problem and solution framing – why the innovation matters.
- Market size and opportunity – TAM, SAM, SOM breakdown.
- Competitive edge and positioning – what makes the product stand out.
- Financial projections and funding request – realistic numbers and equity offer.
- Traction and milestones – proof of progress and credibility.
Use this sample as inspiration to visualise your own pitch deck and understand what investors expect to see.