GENERAL RULES FOR PITCHES

By TechAngels · Published 1 July 2026

Basic idea: Investors typically want both a product/service and the skills to sell it so, provide some figures and show you can sell (or get in someone who can). And it is never bad to show off a little.

GENERAL RULES:

A. Presentation:

Max 10 slides.
Remember, a presentation is like a hammer: just hit one nail at a time. One message. Focus.

B. Structure

Market (as attention grabber)
- Important and powerful slide
- Show future figures, NOT past (if you don’t know them, add 50% to the 2026 figures)
- Projections for 2028 (not too big, but big enough)
Problem (one slide)
- Focus on one main problem
Solution
- Explain. Show. Without your product/service and with your product/service.
Product/Service
- Be explicit and hit strong.
- Clients (only one slide, max 2, if more it looks like a lack of focus). Make a choice. Have a priority.
  1. Identify clearly with just one key point per client
  2. Explain (1) what do they buy? and (2) why do they buy?
Competition and competitive strengths
- Try to position them (and you) on a graph for the reader to quickly grasp the differences.
Team
- Technical degrees, anything that can put the team at the forefront
- Marketing degree (find a sales guy or advisor you can put in, at least as a board advisor or something like it)
- Prior experience
Financials
- What turnover in 5 years
- Business objectives
  1. How many customers for the next 5 years
- KPIs:
  1. Customer acquisition cost
  2. Revenue per customer and per year
  3. Customer retention
  4. Sales and marketing plan
Investment sought and for what exactly.
- How you are going to spend the money:
  1. Salaries, salesmen, marketing, servers, etc.
  2. Do not hesitate to ask more if you are negotiating with a fund