You Can Make or Break Your Startup in 60 Seconds – Here’s How to Make Each Count

One moment.

That’s all.

One minute – or much shorter – is almost all you have to convince venture capitalists like me that your startup and your vision are worth hearing more about. There is no pressure.

Unfortunately, in the world of non-stop, always-on-the-go investing, that’s about as much time as you get to pique my interest or turn me off. That is the crux of the elevator pitch.

To get your foot in the door, you have 30-60 seconds to show investors why they should take a crack at you. Sounds cruel, I know – I’ve been there. But with hundreds of businesses chasing limited financial resources, it’s the best way for us to separate the wheat from the chaff.

Are you looking to hone your communication skills and deliver an elevator pitch that will capture the interest of venture capitalists (VC)? Are you trying to differentiate your startup from the competition? Here are some helpful tips to grab our attention and create enough intrigue to make us want to hear every pitch.

Related: I Won $100,000 for My Business Pitch – and 3 Simple Strategies Helped Me Do It

Know your real audience

Investors and VCs are not your audience.

Yes, we’re listening, but you’re not trying to sell us your product or service; you’re trying to sell us why your audience wants to pay you. You have precious seconds to tell me how well you know your audience and why they want or need what you have. That’s what we care about the most.

However, you’ll want to understand who you’re talking to and what industry their portfolio companies focus on. If I’m involved with healthcare technology companies, and you’re sending me a new AI product for my home, you’re barking up the wrong tree.

Match your pitch to the specific needs and preferences of potential investors and address their concerns directly and effectively. This targeted strategy will demonstrate your preparedness and expertise and help your vision stand out even more.

Understanding what is most important to your target audience and investors allows you to create an elevator pitch, capture their passion and secure their support.

Create a focused, memorable pitch

Keep it short and sweet while still packing a punch.

Your pitch should be short, avoid unnecessary details while highlighting key selling points. Storytelling is a powerful tool, making your pitch informative and memorable.

Often, I hear inventors commenting on technical specifications or numbers when I want to hear the story of how their product can best solve an important problem. Show me how you transform people’s lives, solve their challenges and improve their well-being.

A great elevator pitch is informative and emotional, leaving a lasting impression on potential investors.

Related: 5 Tips for Finding a Successful Business Idea

Show enthusiasm and vision

Over the years, I’ve developed the ability to gather everything I need to know from an inventor in 60 seconds.

Usually, it’s because founders and entrepreneurs truly believe in and know their business inside and out, and they know exactly what to do in this short time. Showing genuine enthusiasm for your business purpose and long-term goals can be decisive. Investors are attracted to visionaries who are able to present their future clearly, and inspiringly.

One of our current ventures was developing a new educational app. At the height of the elevator, instead of focusing only on the technical aspects, they passionately shared their vision to transform education and make learning more accessible and engaging for children around the world.

This genuine enthusiasm and clear articulation of their work caught my eye and showed the potential impact of their business. Both of these were strong motivations for me to jump ship.

Know by heart

As an entrepreneur, I felt like a fool talking to my mirror, repeatedly trying to convince the person on the other side that my business was worth their time.

But as embarrassing as it may sound, regular practice in the mirror or with other people is one of the best ways to make sure you’re ready to hit the spot when the big moment comes.

Write your notes, refine and edit your document until it’s perfect, then start memorizing and practicing in front of a mirror, camera, friends, mentors or strangers on the street. Okay, I’m not serious about that last one, but the point is, you need to put it down so you don’t get stuck when your big moment comes.

If you have a minute to scare me, don’t waste it with “ums” and “ahs.” Make sure your lift is high and keep practicing, even if it seems like you can’t say it in your sleep.

Related: The Secret to Installing Your Business Plan in Just 10 Minutes

Make the most of your opportunity

There’s no worse feeling than knowing you have 60 seconds to make your mark on potential investors only to waste it.

Although the elevator pitch seems quick and easy, it is probably one of the most challenging things to prepare for. How can you fit the weight of your life’s work into that time? It’s hard work.

But as Albert Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”

An effective elevator pitch is more than just a visual presentation. It’s about conveying a vision, demonstrating value and capturing the essence of your business in a concise, memorable and compelling way.