How to build an Investor Pitch

Some may think Pitching an Investor is sort of a cool game or an easy thing and the most difficult thing is just to get in touch with one... But: The mission-critical work lies in the preparation.

Well, of course, getting in touch with a potential investor is one thing, which is definitely a challenge of its own. I would like to give you an idea of what it takes to pitch an investor - knowing that this will not be perfect and complete - but - a few days ago I have been asked by a visionary (but a very low dynamic person) about getting some coaching how to pitch a potential investor.

An investor pitch is something completely different than any kind of elevator pitch (extended version or not). Without proper preparation you will usually not be ready to pitch a major investor with just a short story.

So, what does it take to be ready to pitch an investor?

Let me go through some crucial points:

  1. Why an investor and why you chose THIS specific investor. - Well, decisions are always driven or influenced by emotions. If you want to pitch an industrial investor to build some homes for elderly people, you might not be able to emotionally engage him. So you need to do:

  1. Research. - Research your investor, his personal interests, his business, get information about projects he invested into, charities he supports, personal story and history etc. You also need to find out, what kind of personality he is: Is he very rational, information driven, is he a fast decision-maker, does he love systems and systematic approaches or is he a relationship-person.

  2. Research around your project: Who might be a competitor, obstacles, chances (and rate them), additional cost in worst case scenarios, finances, find our what others do not know easily. You need to have the "secret AddOn" to your project, something that makes you outstanding, special and unique.

  3. Information: You have to do a lot of preparation first. Build your story and potentially your personal attachment to the product or service you are going to pitch about. Do your research about your project like facts, figures, plans, threats, opportunities, securities. Work out and know your business plan and your numbers. You need to be secure about every number you present but you also need to be prepared to any other question around the project.

  4. Be prepared. When you get the possibility to really pitch, do your best not to exceed 15-20 minutes but have enough material to even go to an hour, if you are asked to. you need to have more material to present than just for the 20 minutes.

  5. Know your client as good as possible: Personality Code, the way he treats people and any personal click he might have. You need to know the pitfalls and your potential strategy.

  6. You need to be absolutely sure with your presentation, your content, timing and wording. There is no floating and doing what appears but a clear strategy. Your communication strategies must include several personality types as well as a combined strategy in case you can no find out about the investor himself.

  7. Preparation, Preparation, Preparation. Oh, what else? Preparation. Get a high class coach to play some role model games, someone who prepares to get in touch with you and is going to correct you and ask difficult questions, as you will need to be able to change or adapt to new situations.

  8. Prepare a WOW-Stunning Presentation with all necessary support you can get, the higher the amount of money, the more you must invest. Invest a lot of time to build the best presentation ever given. But b able to pitch without technical support, in case something goes wrong. Have additional materials like Paper-Printouts, Posters, Transformation Mechanisms etc. Build a personal, special story that relates to the potential investor around your project and pitch

  9. Lead. You will be the leader of the project you pitch for, so you need to be able to lead the conversation, no matter what. Call them to action.

Last but not least: You need to have everything in mind and be able to present within the 15-20 minutes in compelling, passionate way in a language that is adapted to the type of client.

This seems to be a huge amount of information to prepare and a incredible thing to build into a 20 min. presentation. This is definitely a huge amount of work.

You may be able to create a presentation and to build a pitch but in fact, the art of presenting and using the right language is quite often not what people are trained in. So hiring a Pitch Builder might be appropriate because presentation and the use of the precise language is a completely different thing than just presenting.

One important information: Pitch-Builders are usually payed in a percentage of the amount that is being negotiated. So you have to include that in your calculation.

Some projects are of real high importance. Getting coached by a Pitch Builder or hiring one is a necessity to be successful.

Get in touch with me and let me know, how I can help you.


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