How to Pitch to Investors – Top Secrets

Are you pitching to investors?  Do you want it to be a compelling pitch?  How do you showcase your business so that it makes a lasting impression? How do you pitch investors successfully? How to pitch to investors to win investment?

This article was updated October 2025

Meet the Author: Benjamin Ball

Ben is the founder of Benjamin Ball Associates and leads the presentation coaching and pitch deck creation teams. Formerly a corporate financier in the City of London, for 20+ years he’s helped businesses win with better pitches and presentations, particularly investor pitches. He is a regular speaker and a guest lecturer at Columbia Business School and UCL London.  Follow Ben on LinkedIn or visit the contact page. 

Why You Need a Compelling Pitch for Investors

When you’re raising investment, creating a compelling investor pitch can make all the difference. Investors hear many pitches, and only a few stand out. A successful pitch must be clear, concise, and memorable. It should tell a story, answer key questions, and leave investors excited about your business. Here are some secrets to a compelling investor pitch, with practical examples.

At Benjamin Ball Associates, we have been creating compelling pitches for over 15 years.  Many firms rely on us to polish their pitches, coach their pitch teams and create successful business pitches from scratch.  Whether you are pitching to venture capitalists, to private equity or to institutional investors, we can help you have a compelling pitch.

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How to Pitch Investors

Read advice from our expert coaches to learn how to make a compelling pitch for investors:

Let’s review each of these aspects of your great investor pitch in more detail.

1. Avoid pitfalls when pitching

Beware of common mistakes that people make during investor pitches, such as:

• Having a boring pitch deck.  A great pitch deck will stand out
• Over-promising or making unrealistic projections
• Dismissing competitors instead of acknowledging them.
• Being vague about financials or market size.
• Talking too much about the product and not enough about the market or the business model.
• Not using the language of investors

With proper coaching, you can avoid these mistakes and make sure that every aspect of your pitch is pushing your case forward.

2. Start your compelling pitch presentation with a hook

The first 30 seconds of your pitch are crucial. Investors quickly decide whether they’re interested. Avoid starting with dry details or dull “thank you for seeing us today”. Instead, once you have spent time building a relationship with your investor and connecting with them, hook your audience with a powerful opening or elevator pitch.

Example

​“In the UK alone, 10 million tonnes of food go to waste every year. Our technology is reducing that number by 25%—and turning waste into profit for our clients.”

​A strong start is a crucial step to success in a compelling pitch.  You grab attention and show you’re solving a real problem with market potential. Use an attention-grabbing statistic, a surprising fact, or a short story that illustrates the problem you’re tackling.

Why Pick Benjamin Ball Associates for Your Investor Pitch Coaching

At Benjamin Ball Associates, we’ve been coaching business people to improve their business communication skills for over 15 years.  Our coaching is fast and effective.  We work with individuals and with companies, one-to-one and in groups.  Call us today to learn more.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

Our most popular training courses include:

• Presentation Coaching
• Public Speaking Coaching
• Investor Pitch Support and Coaching

Trusted by some of the most successful companies globally

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

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3. Highlight the problem and your solution

Many founders make the mistake of diving straight into their product without explaining the problem it solves. Make sure you clearly define the pain point your customers face and how your solution addresses it.  

Spend the early part of your investor pitch educating your target audience about the specific needs of your customers. Create a compelling narrative about your business.

Example

​“High street retailers are struggling with rising costs and shrinking margins. Our SaaS platform helps them cut costs by 15% with predictive stock management.”

This approach makes it clear what the issue is and why your business matters. Show that you really understand the target market and the problem from the customer’s perspective.

4. Be clear about the growth potential

How big could your company grow?  How big is the market? Do you know how to reach your potential customers ? Do you have the right strategic partnerships in place?  What revenue streams can you foresee?  Do you have the relevant experience to put in place the sales team and distribution network you need?  These are some of the growth questions you should address in your business pitch.

5. Demonstrate traction early on

Investors want to know that your idea has further potential. Show traction as soon as possible—numbers speak louder than words. Highlight customer growth, early sales, successful pilots, partnerships, or any other proof that your concept works.  You’ll find that good graphs, KPIs, and evidence showing positive momentum will be key in making your case more powerfully.

Example

​“Since we restructured the sales force, we’ve increased sales by 30% per month. Just this month we’ve signed 50 paying customers, including a major supermarket chain.”

This shows that you’re not just talking about an idea; you’re already getting results.

6. Keep your compelling pitch simple and structured

Avoid the temptation to overwhelm investors with too much detail. Keep the pitch to five to seven minutes and make sure it has a clear structure.  Avoid going into detailed financial projections at this stage. 

Example of Key Slides

1. Cover Slide
2. Introduction — Who you are and the purpose of the pitch.
3. Problem Statement — What is the pain point?
4. Solution Slide — How does your product or service solve the problem?
5. Market Opportunity — What’s the size of the market?
6. Business Model — How do you make money?
7. Traction and Milestones — What track record & progress have you made so far?
8. The Ask — How much are you raising, and what will the funds be used for?

A compelling pitch deck will be short, cover all the key points and give your potential investor a good understanding of the most important aspects of your business.   You should also have a well-designed slide deck.  While good design is not essential, it will help demonstrate your business idea and that you know how to stand out in this competitive landscape.

7. Know your numbers inside out

Be ready to discuss your financials and key metrics  in detail. This includes revenue projections, costs, profit margins, customer acquisition costs, and lifetime value. Investors will want to see that you have a firm grasp on your numbers.  

Example
“Our average customer spends £1,200 per year, and our gross margin is 70%. We acquire customers at £200 each, giving us a payback period of two months.”

You don’t need to include every financial detail in the main pitch, but you should be prepared to answer any follow-up questions confidently.

8. Showcase your team

Investors don’t just invest in ideas; they invest in people. Briefly highlight your team’s experience, skills, and achievements. Show why your team is uniquely positioned to succeed.

Example

​Our CTO led product development at a FTSE 100 tech firm, and our COO scaled a startup from zero to £50 million in revenue in three years.”

If you have gaps in your team, be upfront but show you have a plan to fill them.

9. Highlight the market opportunity

Investors want to see that there’s a large and growing market for your solution. Provide data that shows the size of the market, the potential for growth, and any relevant trends. Keep it focused and credible.  Show that you understand the market and know what aspect of the market you are addressing.  

Example
“The UK cybersecurity market is worth £8.3 billion and is growing by 10% per year. We’re targeting a niche segment that’s currently underserved.”

Use numbers from reputable market research sources and, of course, avoid making unrealistic claims.

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10. Tell a story, don’t just have a sales pitch

A good pitch isn’t just about facts and figures—it’s about storytelling. Use a narrative that takes investors on a journey, from the problem you noticed to how your solution came to be and the traction you’ve seen so far.

Example

​Two years ago, my co-founder and I faced a challenge while managing our logistics business. We couldn’t find an affordable software to streamline our operations. That’s when we decided to build our own platform—one that’s now saving logistics firms up to 20% in operating costs.”

Stories make your pitch more engaging and memorable. They help investors relate to your journey and buy into your vision.

11. End with a clear ‘Ask’

Don’t leave your investors guessing what you need from them. Be specific about the investment amount you’re seeking and how you’ll use it to scale the business.

Example

​We’re raising £5,000,000 to expand our sales team, accelerate product development, and launch in new regions. With this investment, we expect to reach an additional 1,000 corporate customers within 18 months.”

A clear and specific ask demonstrates confidence and direction.

12. Practice and refine your delivery

No matter how good your content is, delivery matters. Practice your pitch until you can deliver it naturally and confidently. If possible, get feedback from mentors, advisors, or trusted peers. Consider recording yourself to spot areas for improvement.

And remember, a good pitch will not feel like a 1-way conversation.  It will be a dialogue showing that you are as good at listening as you are at talking.

Example

When we coach teams for investor pitches, we’ll role-play investor meetings over and over. That way you discover the key elements to your pitch, the best way to get across your business concept and how to make an emotional connection.  That’s how we regularly turn average teams into winning pitch teams.

13. Prepare for investor questions

Build a list of the most common questions investors ask after a pitch. Examples include:

• What is your competitive advantage?
• How do you plan to scale?
• How could you grow faster?
• What are the risks, and how do you mitigate them?
• What’s your exit strategy?
• What are the weaknesses in your team?

The better you plan for questions, the better you’ll be able to answer them.  Working with an investor pitch coach, you’ll learn all the best techniques for dealing with tough questions and then role-play the tough questions that prospective investors are likely to throw at you.

14. Build confidence for your pitch

Before you start talking to investors you want to look and feel confident.  Working with a coach or mentor you can do this.  We are doing this all the time.  We regularly support teams by pulling their pitch apart, highlighting weaknesses and stress testing the pitch.  Like this the teams build confidence for the pitch presentation.

Example

Just this week we were helping a corporate finance house polish a pitch to potential investors.  While their current pitch was full of powerful facts, it was dull.  It did not speak directly to potential investors and it was not clear enough on the unique features of their solution.  Just with a couple of hours of feedback, they learned enough to create a compelling pitch deck. 

If you want to build confidence your next investor pitch, get in touch to discuss how we can help you.

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fact-sheet today HERE

How to Get a Compelling Investor Pitch

A compelling investor pitch isn’t about cramming every detail into a 10-minute presentation. It’s about telling a clear and compelling story, backed up by data, that leaves investors excited to learn more. Keep your pitch simple, confident, and focused on why your business is best positioned to grow.

Get the basics right, and you’ll stand out from the crowd—ready to turn interest into investment.

Learn How to Pitch Investors Today

At Benjamin Ball Associates, we have been transforming investor presentations for over 15 years.

Call today on +44 20 7018 0922 and speak to Louise Angus to discuss how we can help you have a compelling investor pitch.

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Why Choose Us:
Transform your pitches and presentations with tailored coaching

We can help you present brilliantly. Thousands of people have benefitted from our tailored in-house coaching and advice – and we can help you too.

“I honestly thought it was the most valuable 3 hours I’ve spent with anyone in a long time.”

Mick May, CEO, Blue Sky

For 15+ years we’ve been the trusted choice for leading businesses and executives throughout the UK, Europe and the Middle East. We’ll help you improve corporate presentations through presentation coaching, public speaking training and expert advice on pitching to investors.

Some recent clients

Unlock your full potential and take your presentations to the next level.

Speak to Louise on +44 20 7018 0922 or email info@benjaminball.com to transform your speeches, pitches and presentations.

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FAQ: How to Create a Compelling Pitch for Investors

1. What makes a pitch compelling to investors?

A compelling investor pitch:
✔ Clearly defines a real problem and your unique solution.
✔ Shows market potential with credible data.
✔ Highlights traction (customers, revenue, partnerships).
✔ Presents a strong team with relevant experience.
✔ Tells a story—not just a sales pitch.
✔ Ends with a clear ask (funding amount + use of funds).

2. How should I start my investor pitch?

Hook investors in the first 30 seconds with:

• A surprising stat (“10M tonnes of food go to waste yearly—we cut that by 25%”).
• A provocative question.
• A short story illustrating the problem.
  Avoid generic openings like “Thanks for meeting us.”

3. What’s the biggest mistake founders make in pitches?

❌ Focusing too much on the product (instead of the problem + market).
❌ Unrealistic projections (over-promising growth).
❌ Ignoring competitors (dismissing them instead of differentiating).
❌ Vague financials (investors want clear, defensible numbers).

4. How long should my pitch be?

• Pitch deck: 10-12 slides max.
• Verbal pitch: 5-7 minutes (leave time for Q&A).
• Detailed financials? Keep them in an appendix—only discuss key metrics upfront.

5. What slides must be in my pitch deck?

6. How do I show traction if I’m pre-revenue?

Even without sales, highlight:
✅ Early adopters (beta users, pilot programs).
✅ Partnerships (letters of intent, collaborations).
✅ Awards/recognition (industry validation).
✅ Customer testimonials (if applicable).

7. How do I handle investor Q&A?

Prepare for tough questions like:

• “What’s your competitive edge?”
• “How will you scale?”
• “What are the biggest risks?”
  Pro Tip: Role-play Q&A with a coach to refine answers.

8. Should I memorise my pitch?

No—practice until it sounds natural, not robotic. Know your key points, but adapt based on investor reactions.

9. How can I make my pitch more engaging?

• Use business storytelling (e.g., “We struggled with X until we built Y”).
• Keep slides visual (minimal text, strong graphics).
• Ask rhetorical questions to involve investors.

10. What’s the best way to end my pitch?

Close with a clear call to action:

• “We’re raising £2M to expand into Europe—let’s discuss how you can be part of this journey.”
• Summarise key takeaways in 1 sentence.

11. How can I reduce nerves before pitching?

✔ Rehearse 10+ times (record yourself to spot flaws).
✔ Arrive early to test tech + room setup.
✔ Breathe deeply—nerves are normal, even for pros!

12. Where can I get professional pitch coaching?

Benjamin Ball Associates specialises in:

• Investor pitch training (structure, delivery, Q&A).
• Deck writing and design (clear, compelling slides).
• Confidence-building for high-stakes pitches.

Contact Louise at +44 20 7018 0922 or info@benjaminball.com for a free consultation.

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