Guy Kawasaki, who has pitched to investors multiple times and has also observed numerous presentations, compares startup pitching to online dating. However, it is not like eHarmony, where deep compatibility is analyzed, but rather like Tinder—where the evaluation is quick and based on immediate appeal.
“People judge your pitch in an instant. They don’t want to read your entire biography or become friends with you. What matters is whether they like you or not—that’s all,” says Kawasaki, a well-known Silicon Valley investor, author, and marketing expert.
Speaking at the Stanford Graduate School of Business’s Center for Entrepreneurial Studies, Kawasaki shared ten crucial tips for delivering a successful startup pitch in today’s “Tinder world.”
1. Know your audience
“To pitch effectively, you first need to understand who you are presenting to,” says Kawasaki. Use LinkedIn to research each person you will meet:
- Identify their areas of interest.
- Check if your startup aligns with their portfolio.
- Find common ground (e.g., both of you are hockey fans or were rejected by the same university).
Common mistake: Pitching a social network startup to a venture firm that only invests in technology companies is a waste of time.
2. Prepare for the stage
To tailor your pitch effectively, ask yourself three key questions:
- How much time do I have? If you plan a one-hour pitch but only get 30 minutes, you’ll be in trouble.
- What are the three most important aspects to explain? Some investors focus on market size and technology, while others care more about the team and financial model.
- Can questions wait until the end? Pitching should be fast and concise. If investors interrupt frequently, you may lose track of your presentation.
3. Tell a story
Avoid overloading investors with complex technical jargon and marketing buzzwords.
For example: “We have a patented, innovative, paradigm-shifting, AI-powered business solution…”
Such statements provide no real information. Instead, explain how your startup solves a real problem.
Example: “We decided to create this product because my friend runs a small business and struggles with financial management. Our platform automates this process for him.”
4. Follow the 10/20/30 rule
A great presentation follows these guidelines:
- 10 slides – Too many slides bore investors.
- 20 minutes – Even if given an hour, finish your pitch in 20 minutes.
- 30-point font – Small text is hard to read.
Pro tip: Use a dark or black background for slides. Black conveys seriousness and professionalism.
5. Have only one presenter
“Investors invest in you, not just your team.”
Biggest mistake: Having the CEO, CTO, and CMO take turns presenting. This results in an unstructured and unclear pitch.
Solution: The CEO should present alone and be capable of explaining the company, market, technology, marketing, and financial model.
If the CEO cannot do this, a different leader is needed.
6. Stay at a 1,000-foot view
Investors don’t want to be overwhelmed with either too general or too technical details.
Common mistakes:
- Being too general (“Big companies care about security”).
- Being too technical (“Our AI algorithm is based on Deep Neural Networks, LSTM, and Transformer models”).
Optimal approach: Provide clear, understandable information.
7. Ask “So what?” for every claim
Investors constantly ask themselves, “So what?”
Example: “Our team includes experts from Google, Tesla, and Facebook.”
The investor thinks: “So what? How does that benefit me?”
Better answer: “This enables us to implement global technologies quickly and launch a strong product.”
8. Pitch constantly
“Pitching is a skill that requires practice—it is not an innate talent.”
Common CEO mistake: Many think, “I know how to speak, I’ll just wing it” and go in unprepared.
Advice: Practice your pitch at least 25 times before presenting to investors.
9. Take notes and follow up
Show respect to investors by:
- Listening carefully to their questions.
- Taking notes.
- Following up within 24 hours.
10. Start from scratch every time
Pitching should always improve.
Common mistake: Adding new slides over time, which results in an inconsistent and cluttered presentation.
Solution: Start fresh each time and retain only the most important elements.
Conclusion
Pitching is an art. It’s about capturing investors’ interest, being concise, and demonstrating confidence in your business.
