Originally posted via LinkedIn by HearstLab on March 26, 2024
As your startup progresses (and flourishes!), learning the art of pitching becomes essential. It’s a moment where preparation meets opportunity, where the story of your venture takes center stage, and where the right words make all the difference.
Do you have an investor panel coming up or some customer outreach sitting in your inbox? These 16 founders share their unique tips for crafting compelling pitches that resonate with investors and clients alike.
Whether it's embracing vulnerability, focusing on customer relationships, or leveraging personal experiences, this diverse group of entrepreneurs and industry experts provide a wealth of wisdom to guide you in fine-tuning your pitching skills.
Nathalie Molina Niño
Co-Founder and Chief Strategy Officer at Known is an asset management and investment banking platform that deploys, structures, and shifts capital in ways that are healthy for the planet and the people on it.
Pitching strategy: It seems obvious, but no amount of research can give you the insight that getting in front of an investor does. It means adjusting your pitch in real time, which is definitely a pro-level skill. But in the end, asking good questions, being an active listener, and adapting what you say to what you've learned makes the difference between a transaction and a relationship.
My advice: Take an improv class. No one is born with these skills, so learn from the masters and exercise a muscle that everyone can improve. Investments are transactions, but good investments are built on relationships. Picking the wrong investors or clients can be worse than not closing the deal at all.
Rashmi Rao
Founder of HLWF ™ Alliance is a community of women leaders, health heroes, and wellness wizards who take a holistic view working on the intersections of health and well-being.
Pitching strategy: In a time when there is no dearth of pitch deck tools, tips, or tricks, the authenticity of expertise and lived experience is irreplaceable. My pitches commence with a compelling why, which is my personal impetus for addressing the chosen problem. As a woman of color who has intricately navigated our complex healthcare systems, my formative experiences have been pivotal in establishing HLWF™ Alliance. This foundational “why” of my personal and professional journey is central to my value proposition and a key differentiator in my pitches.
My advice: Anchor your pitch in a story that's both authentic and impactful. Share your personal story, including the struggles and the turning points. This vulnerability, paired with a strong, strategic vision for the future, makes your pitch unforgettable.
Emily Harburg
Founder and CEO of PairUp, utilizing AI to accelerate workplace knowledge sharing by mapping knowledge ecosystems and creating faster and more streamlined ways to find the right documentation, information, and people within your organization.
Pitching strategy: Incorporating storytelling into my pitch has been one helpful tool for me. It’s been useful for grounding me at the start of my pitch, reminding me of my “why” and purpose for the pitch, and helping the investors or customers more tangibly understand the value of the product through story. I've also found it to be a good way to make the pitch feel more personal and less salesly.
My advice: Think about your “why” and what stories have motivated the design of the product you are pitching. Is there a story that really helps to show the need or problem you are trying to solve more tangibly? Practicing with mentors, advisers, colleagues, friends, or family have also been really helpful for getting more comfortable with pitching.
Bisila Bokoko
Founder and CEO of BBES International is in the business of doing good. We are a sustainable passport to global markets and the partner of choice of Fortune 500 companies and leaders the world over.
Pitching strategy: In an increasingly digital world, intentionally creating memorable phygital experiences to meet past and future clients has been a game changer. With so much of my personal brand being rooted in business travel, I regularly organize retreats where attendees get away from their desks. The next stop for me is Iceland, where a handful of professionals from around the world will be joining me.
My advice: Actively seek to build strategic partnerships to execute logistically so you can focus on delivering your value proposition.
Julie Zhu
Marketing Expert at Julie Zhu LLC, an award-winning marketing strategist who specializes in elevating visibility and impact for brands.
Pitching strategy: I've found success with diving deep into potential clients' work before any meetings. This means watching their interviews, signing up for their newsletters, and thoroughly exploring their online presence. This preparation helps me understand where they're at and allows me to identify opportunities. I’m then able to share similar client success stories during our meeting. This strategy works because it shows genuine interest, builds rapport, and proves that I'm committed to upleveling their marketing game.
My advice: Even with extensive prep, meetings can always surprise you with new client concerns. Stay alert and tune in. New pain points or focus areas can pop up. That’s where you can really make an impact.
Lolita Taub
General Partner at Ganas Ventures, investing in pre-seed and seed community-driven startups in the U.S. and Latin America.
Pitching strategy: At Ganas Ventures, our edge in attracting investors is our strong focus on community and proven track record. We don't just talk about our mission; we've been living it for over seven years, investing in more than 90 startups and building a network of more than 80,000 founders and funders. By the time we launched Ganas Ventures Fund 1, we weren't just another fund; we were a proven player with a loyal community ready to invest with us. We made investing with us a no-brainer for those who shared our vision of reshaping VC.
My advice: If you're going down this path, remember your community is your ace. It's not just about numbers but genuine connections and shared goals. Build that community, back your story with solid data, and let them be part of your journey. When you pitch, it's not just you talking; it's the voice of a collective that believes in driving innovation and growth together.
Bosky Mukherjee
Founder of PMDojo, a diverse community and edtech platform that enables women and minorities to upskill and get real-world experience with mentorship to get hired and promoted faster.
Pitching strategy: Nail before you scale. With PMDojo’s Product Accelerator, we took the road less traveled by focusing intensely on the unscalable. This approach allowed us to identify scalable aspects without sacrificing quality. It’s also important to validate business models and financial viability from day one. It's tempting to chase user numbers to demonstrate traction, but the real question is, "Are users willing to pay for your solution?"
My advice: Focus first on crafting exceptional product experience. Your website and hiring can come later. Validate and invalidate so you’re de-risking your biggest hypothesis.
Allison Ullo
Founder and CEO of Leaves of Leisure Tea, a luxury tea brand with a focus on herbal and low-caffeine teas, created to bring peace and pleasure to ordinary days without caffeine jitters, through nostalgic memories and beautiful thoughtful packaging.
Pitching strategy: One of my most successful pitching strategies has been leveraging my personal journey with quitting caffeine to showcase my brand’s unique value proposition. By sharing my story authentically, I connect with potential customers on an emotional level, whether it's through promoting a better morning routine, the allure of caffeine-free options, or the art of brewing. I focus on identifying cues from their responses to tailor my pitch, highlighting aspects of my brand that resonate most with them.
My advice: Start by crafting a compelling personal story that aligns with your brand's values and resonates with your target audience. Listen attentively to potential customer responses and look for cues that indicate what aspects of your brand they find most appealing. Tailor your pitch in real time based on their emotional triggers and preferences. Practice empathy and authenticity in your interactions to build trust and establish a meaningful connection, ultimately driving sales and fostering brand loyalty.
Emily Kenison
Founder and Inventor of RobeCurls, an award-winning heat-free curler that simplifies hair routines and minimizes damage.
Pitching strategy: One game changer for us at RobeCurls was betting on the magic of the unscalable. We rolled up our sleeves and dove deep into one-on-one connections with our customers, launching CurlTalks—free virtual curl classes. Our goal is for it to feel like having coffee with each customer, teaching them the ins and outs of our product while gaining priceless feedback and insights. This blend of heart-to-heart storytelling, backed by the hard facts of our growth and market fit, really hits home with investors and customers alike.
My advice: Embrace the unscalable in your business's early days and tell those stories to your customers and investors. The one-on-one moments with your customers may seem like a drop in the ocean, but they ripple out in ways you'd never imagine. They're the heartbeat of your business, and they build you a roadmap for how to create and deliver products that delight both your customers and investors.
Ingrid Zapata Read
Founder of Grow With Community, helping businesses transform their audiences into thriving communities, fostering meaningful engagement and sustainable growth.
Pitching strategy: My client acquisition strategy relies heavily on nurturing connections and cultivating community. To date, all of my clients have been referred to me. I am open about my work online and offline, asking my connections (new and existing) to keep me in mind if they come across anyone looking for a community expert. As a passionate community builder, I recognize that we grow when we help one another, so I always find ways to facilitate introductions and return the favor.
My advice: Don’t be afraid to put yourself out there. Ask for referrals, and make it a habit to facilitate introductions and connect people you think could make magic together.
Anouck Gotlib
CEO of Belgian Boys, creating whole ingredient foods with a European twist so families can prep less, smile more, and indulge better.
Pitching strategy: Have other investors pitch on your behalf. There's no one who can better explain why to invest than someone who is already a believer. Our existing investor base has been some of Belgian Boys’ greatest advocates over the years!
My advice: Don't be afraid to ask this of your investors. I have found that my greatest champions are more than happy to help.
Sydney de Arenas
CEO of Montie & Joie is an ethical home goods and clothing brand that focuses on financially empowering women around the world.
Pitching strategy: Before I had even made my first investment, I raised capital for a venture, feeling the weight of having to possess all the answers. However, through the journey of raising funds, experiencing setbacks, and transitioning into investing in other ventures, I gained a valuable lesson. Sometimes the most honest response is, “I don't know, but here's my perspective.” Embracing this transparency not only builds trust with stakeholders but also fosters a culture of curiosity. It's an acknowledgment that no one person holds all the answers. But together, with openness and a willingness to explore, we can navigate challenges and uncover solutions collaboratively.
My advice: Focus on what you do know, and ensure you're prepared to address crucial questions. For areas of uncertainty, outline potential outcomes honestly, emphasizing your readiness to test solutions while acknowledging that uncertainty is present.
Caley Adams
Founder of Wildes District, an NYC-based design studio that specializes in luxury and e-commerce brands in the fashion, beauty, lifestyle, and health and wellness sectors.
Pitching strategy: When talking with potential clients, I always try to make the interactions positive, regardless of whether or not they end up engaging with us. Before introductory meetings with potential clients, I will often do a quick review of their branding and website for them. I then give them high-level tips on best practices and recommendations to improve. That way, even if they don't end up working with us, they still walk away with valuable insights.
My advice: Be helpful and respectful, no matter what. Ideally, even if you don't sign a client, you still walk away from the interaction with a positive feeling. This is important because even though they might have been a "no," you never know if they have a friend or colleague they'd later recommend to you that could be a "yes."
Marnie Rabinovitch
Founder and CEO of Thigh Society, the leading direct-to-consumer brand of size-inclusive long leg undergarment solutions to sweating, chafing, and modesty designed to help women move through the world with comfort and confidence.
Pitching strategy: Our pitching strategy to customers has been grounded in relating to her pain points and speaking directly to her about the use cases, functionality, and features of our products. For example, thigh chafe affects so many women, but there really aren’t many great solutions unless you want to squeeze into tight shapewear, wear baggy men’s underwear, or slather cream on 10 times a day. We’re leading conversations to normalize thigh chafe and butt sweat. Our no-nonsense, shame-free approach to discussing taboo topics is what endears our customers to us, along with our high-quality products.
My advice: Put yourself in your customer’s shoes. How is your product or service better or different from other options they can buy? How is what you’re selling going to improve their life? Why should they care? Identify their pain points and speak directly to those.
Erica Kolin
Founder of EK Events, a strategy firm focused on creating high-profile event marketing and global event strategies that deliver first-class, brand-driven experiences.
Pitching strategy: At EK Events, we love to go for the partnership pitch when looking to acquire new clients. Many of the clients we contract with already have team members covering their events. We look to gain a better understanding of what clients have done in the past, envision an elevated destination, and work together to build a road to get there.
My advice: It is imperative to truly get to know your potential client and firm. How can you help them shine? How can you evolve their current processes?
Katharine Campbell Hirst
Entrepreneurship Coach at KCH Advisory and Coaching, supporting women entrepreneurs to build joyful businesses, reclaim their feminine power, and live fully on their own terms.
Pitching strategy: Fall in love with your customers. Ask them a ton of questions and see the goodness, dreams, and untapped potential. Care deeply about whether your clients are getting results. Always overdeliver. Rinse and repeat.
My advice: Folks with service-based businesses often get distracted by funnels, tactics, and techniques. There’s a place for that, but you've got to start with people and relationships. The other strategies are best used as ways of scaling from that fundamental foundation.
All individuals in this article are either HearstLab portfolio companies or Dreamers & Doers members. Dreamers & Doers is an award-winning community that amplifies extraordinary women leaders and entrepreneurs by raising their profile through PR, forging authentic connections, and curating trajectory-shifting resources. Learn more about Dreamers & Doers and get involved here.
