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Experts offer guidance on mastering the art of start-up storytelling.

CRAFTING THE
PERFECT PITCH

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26 Dec 2023 03:59PM (Updated: 26 Jan 2024 06:16PM)

The Big Spark

 

The ability to devise an engaging and potent pitch for funding is crucial for a start-up’s longevity. A common stumbling block for many founders is either inundating investors with excessive technical jargon, or failing to adequately prepare for the question-and-answer (Q&A) segment — critical components of their entrepreneurial voyage.

To address these, five esteemed founders and investors impart their insights on crafting a pitch that is not just good, but memorable. They concur that a stellar pitch combines clarity, innovation, storytelling and an understanding of investor interests. Ultimately, a perfect pitch transcends idea presentation; it involves narrating a tale that resonates, inspires and convinces.

Mr John Sharp is the co-founder and managing partner of Hatcher+, a data-driven venture capital firm that seeks to invest in leading early-stage companies.

HARNESS ADVANCED ANALYTICS TO OPTIMISE YOUR PITCH

Mr John Sharp, co-founder and managing partner of Hatcher+, shared that start-ups could utilise analytics tools like the AI Pitch Deck Assessment system developed by his venture capital firm to align their pitches more closely with investor expectations and market demands. The platform leverages big data and artificial intelligence (AI) to assess pitch decks, comparing a start-up’s prospects against 13 critical factors that investors prioritise in potential ventures. These factors span from business models and market scope to team composition and financial robustness.

Mr Sharp also underscored the importance of supplemental evaluations from seasoned advisors. “Present your enhanced deck to mentors, peers and potential investors for insights beyond what AI can provide,” he shared.

Highlighting the values of a rigorous review, Mr Sharp remarked: “A pitch deck that has undergone a thorough, analytics-driven process not only boosts founder confidence but also proves compelling to investors.”

 

Mr Toby Berger, director of sales, APAC, for global business travel platform Egencia, and angel investor, is also a member of XA Network, which provides smart capital to start-ups in Southeast Asia.

SHOWCASE PURPOSEFUL INNOVATION

Mr Toby Berger, director of sales, APAC, at Egencia and an angel investor, emphasised the importance of inclusive innovation in pitches. In particular, he looks at whether a start-up can benefit underserved communities or businesses, and the extent of its impact.

“There are some fantastic ideas out there that could have a big impact on niche groups of people. However, given the constraints of capital, it’s essential to invest in concepts that promise the most significant positive impact on lives or businesses,” said Mr Berger, who is also a member of the XA Network, an investment platform that seeks to foster inclusive innovation in Southeast Asia.

Mr Berger pointed out a frequent error in pitch creation: founders often fail to succinctly define the problem their start-up intends to solve, as well as its scale. He also observed that founders can sometimes over-emphasise technical specifics, which may be premature at the initial stages. “The reality is that the product and business would likely change as the founders try to find product-market fit. So such technical details are less critical early on,” he explained. “Establishing the existence and magnitude of the problem — as well as the founding team’s unique capability to address it — are the most important considerations.”

 

Mr Mok Shao Hong is the centre director of Hatch, an innovation hub for public safety and security established by HTX.

DEMONSTRATE TECH EXPERTISE WITH PASSION

Mr Mok Shao Hong, centre director of Hatch by the Home Team Science and Technology Agency (HTX), values innovation, technical viability, market potential and execution strength when assessing start-up pitches. As part of Hatch’s goal to foster tech collaborations in Singapore, it scrutinises start-up pitches to determine their potential synergy with the Singapore’s Home Team.

Mr Mok asserted that the most persuasive pitches are those that combine deep technological knowledge with genuine enthusiasm. “Teams that articulate the problem they’re solving with clarity and passion, while demonstrating a deep understanding of their technology and its potential, consistently stand out. Additionally, being data-driven in deriving insights is key,” he said. “And it always helps to infuse your presentation with personal anecdotes and a touch of humour!”

 

Ms Roshni Mahtani-Cheung is the group CEO and founder of The Parentinc, the largest content-community-commerce platform for parents in Southeast Asia.

ASSEMBLE A SOLID TEAM

For Ms Roshni Mahtani-Cheung, group CEO and founder of The Parentinc, the essence of an outstanding pitch lies in its capacity to effectively tackle a distinct problem, supported by a team deeply versed in the market dynamics.

“I don’t look for anything flashy; it’s not necessarily about bringing something new or innovative. I assess pitches based on how the idea efficiently addresses a problem or fulfils a specific need,” she said. “But more than this, I look at the people. Do the founders and their team have a deep market understanding of the audience’s needs, preferences and pain points?”

Furthermore, Ms Mahtani-Cheung emphasises the importance of confident storytelling and the ability to form an emotional connection with the audience. She also urges founders to prepare well for the Q&A segment of the pitch, as this demonstrates their comprehensive understanding and strategic foresight. “When founders can confidently respond to questions, it shows that they know their company inside-out and that they have thoroughly considered various aspects of their business, mitigating doubts about their ability to navigate challenges,” she said.

 

Mr Lim Wai Mun is the founder of and CEO of Doctor Anywhere, a tech-led healthcare company operating across Southeast Asia.

PITCH WITH CONVICTION AND ENERGY

Mr Lim Wai Mun, founder and CEO of Doctor Anywhere, scrutinises the core mission and enthusiasm behind a start-up’s pitch. “A compelling pitch not only articulates its purpose, but it also demonstrates the venture’s transformative effect on the industry. Clearly conveying how a product or service improves the status quo captures immediate attention,” he said.

Mr Lim further explained the symbiotic relationship between purpose and passion: “A founder who truly speaks with passion about solving a problem demonstrates a deeper sense of purpose, which is crucial in rallying the team when the going gets tough.”

As such, Mr Lim advocated for pitches delivered with fervour, as these would leave a lasting impression on the judges and investors. “Energy and passion are infectious – it boils down to winning the hearts and minds of investors and those you serve,” he said.