Chapter 8: How to Pitch for Startup Funding

By Rachelle Hare, Senior Commercial Lawyer and Business Adviser, Owner of Blaze Business & Legal, 18 November 2023. Rachelle has been advising startups both legally and commercially for over 23 years.

Chapter 8 of the Ultimate Guide to Startup Funding


Pitching for business funding is an art that every entrepreneur must master. Whether you're seeking investment from angel investors, venture capitalists, or other sources, your ability to deliver a compelling pitch can make all the difference. In this chapter, we look at the intricacies of pitching for business funding. We also highlight the key elements of a successful pitch, explain how to demonstrate a well-defined plan and financials, and provide tips for getting investors excited while remaining realistic. 

Effective pitching is essential for attracting investors, and this chapter will give you a lot of the knowledge and techniques you need to be successful in this aspect of fundraising.

The Significance of Pitching

Pitching is the process of presenting your business, idea, or project to potential investors or funding sources in a way that convinces them to invest in your venture. A well-crafted pitch serves as your business's calling card, showcasing its potential and value proposition. Here's why pitching is so crucial:

  • First Impressions - Your pitch is often the first impression you make on investors. A strong pitch can capture their attention and generate interest in your business.
  • Communication - Pitching is a form of communication that allows you to convey your vision, strategy, and enthusiasm to potential investors.
  • Investor Confidence - A compelling pitch instills confidence in investors, assuring them that you have a solid plan and are capable of executing it successfully.
  • Decision Catalyst - Many funding decisions are made based on the quality of the pitch. A persuasive pitch can sway investors to commit to your business.

Key Elements of a Successful Pitch

A successful pitch comprises several key elements that work together to create a compelling narrative. Here are the essential components of an effective pitch:

1. Clear and Concise Problem Statement

Begin by clearly articulating the problem or challenge your business aims to solve. Investors need to understand the pain point your product or service addresses.

2. Solution

Present your solution or business concept. Explain how your product or service effectively addresses the identified problem.

3. Market Opportunity

Provide data and insights about the market opportunity. Investors want to know the market size, growth potential, and your target customer segments.

4. Competitive Advantage

Highlight your business's unique selling points and competitive advantage. What sets you apart from existing solutions or competitors?

5. Team

Introduce your team and their qualifications. Investors want to know who is behind the business and why they are well-suited to execute the plan.

6. Business Model

Explain your revenue model and how your business plans to generate income. Investors need to see a clear path to profitability.

7. Traction and Milestones

Showcase any traction or milestones your business has achieved. This could include customer testimonials, partnerships, or early sales.

8. Financial Projections

Present your financial projections, including revenue forecasts, expenses, and profitability estimates. Investors want to understand the financial viability of your business.

9. Funding Ask

Clearly state the amount of funding you are seeking and how you plan to use the funds. Be transparent about your capital needs.

10. Call to Action

Conclude your pitch with a call to action. Invite investors to take the next steps, whether it's scheduling a follow-up meeting or asking for their commitment.

Making a successful piitch. Man and woman at a boardroom table. Blaze Business & Legal.

Tips for a Successful Pitch

Delivering a compelling pitch requires not only the right content but also effective presentation and communication. Here are some tips to enhance your pitch:

1. Know Your Audience

Tailor your pitch to your audience. Understand the investor's preferences, industry focus, and expectations.

2. Practice, Practice, Practice

Practice your pitch until it becomes second nature. Rehearse in front of friends, mentors, or advisors to gather feedback.

3. Be Concise

Keep your pitch concise and to the point. Avoid jargon or unnecessary details that can overwhelm investors.

4. Engage Your Audience

Use storytelling techniques to engage your audience emotionally. Paint a vivid picture of the problem, solution, and impact.

5. Visual Aids

Use visuals sparingly to complement your pitch. Visual aids such as slides can enhance understanding.

6. Address Questions Proactively

Anticipate potential questions or concerns and address them in your pitch. This demonstrates preparedness and transparency.

7. Be Confident but Realistic

Confidence is essential, but it should be grounded in realism. Present a compelling vision while acknowledging potential challenges and risks.

8. Timing Matters

Respect your allotted time. If you have a strict time limit, ensure that your pitch fits within it.

9. Follow-Up

Always follow up after your pitch. Send a thank-you email and be ready to provide additional information if requested.

10. Adapt to Feedback

Be open to feedback and adapt your pitch based on input from potential investors. Focus on continuous improvement for your next pitch.


Here's a scenario that illustrates the significance of a well-executed pitch. Mark is a startup founder who wants to revolutionise the renewable energy industry with his innovative green energy startup.

Mark has developed a groundbreaking technology that significantly enhances the efficiency of solar panels, making renewable energy more accessible and cost-effective. He believes that his technology can address the growing demand for sustainable energy solutions and contribute to reducing carbon emissions.

To secure the funding needed to bring his technology to market, Mark prepares a pitch for potential investors. He understands that his pitch must effectively convey the uniqueness of his technology, the immense market opportunity in the renewable energy sector, and the environmental impact his innovation can achieve.

In his pitch, Mark starts by painting a clear picture of the current challenges in the renewable energy industry, emphasising the need for more efficient solar solutions. He then introduces his innovative technology as the solution to this problem, explaining how it works and its advantages over existing technologies.

Mark uses market research to demonstrate the growing demand for renewable energy and the potential for widespread adoption of his technology. He highlights his team's expertise in both technology development and the renewable energy sector.

To build credibility, Mark shares the results of successful pilot tests and showcases the interest of potential customers and industry experts. He presents a well-structured financial projection that outlines the revenue potential of his startup.

In his conclusion, Mark confidently states his funding ask, specifying the amount required to bring his technology to market and the milestones he aims to achieve with the investment. He invites potential investors to join him on this transformative journey toward a greener and more sustainable future.

Mark's pitch resonates with the investors, who are not only impressed by the innovation but also by Mark's passion, knowledge, and preparedness. They express their interest in further discussions, paving the way for potential funding.

This scenario illustrates how a well-prepared and compelling pitch can capture the attention and interest of investors. Mark's ability to effectively communicate the problem, solution, market opportunity, and impact of his green energy startup plays a pivotal role in attracting potential funding sources.


Pitching for business funding is a critical skill for entrepreneurs seeking investment to fuel their ventures. By mastering the key elements of a successful pitch, understanding your audience, following best practices, and practising your delivery, you can increase your chances of securing the funding needed to turn your entrepreneurial vision into reality.

What's Next?

In the next chapter, we will explore the topic of managing startup debt. Debt can be a valuable financing tool if managed strategically, but it also comes with challenges. We'll discuss the role of debt in startup financing, strategies for effective debt management, and the importance of prioritising debt repayment.

Check out Chapter 9: Managing Startup Debt now.

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About the Author

Rachelle Hare

Rachelle Hare

Rachelle Hare is a highly experienced Construction Lawyer and Contract Lawyer, with over 23 years of experience in Tier 1 and Tier 2 Construction Firms, Top Tier Private Practice and Government.

With 23+ years of experience as a Senior Lawyer, Strategic Contracting Adviser and Management Consultant in Construction Law, Contracts, Major Projects, Commercial Advisory, Compliance, Procurement, Contract Management and Risk Management, Rachelle has the rare skills to offer you seamless business advice and legal advice to help support your organisation.

As well as a Lawyer and Business Adviser, Rachelle has also acted as a Strategic Procurement Adviser, Compliance Manager, Strategic Risk Adviser and Commercial Manager.

Rachelle owns
Blaze Business & Legal, a combined Commercial Law Firm and Business Advisory Firm located in Brisbane, Queensland, Australia. Blaze Business & Legal assists a broad range of clients in the Construction Industry and related industries, and advises owners, contractors, subcontractors, NFPs and other organisations on a broad range of Construction Law, Commercial Law, Business Advisory and Management Consulting issues in Brisbane, Queensland and around Australia.

Rachelle also owns Blaze Professional Learning, where she offers practical contracting skills, hands-on experience in drafting and working with contracts, and industry insights to help Professionals upskill and advance their careers with real-world skills.

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