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Pitch business ideas – briefcase.

The science and art of pitching business ideas: The complete guide

Pitching a startup or business idea is both a science and an art. It requires a solid understanding of the market, competition, industry, and potential customers. On the other hand, it also requires the ability to convey that understanding in a compelling way that inspires others to invest in or support your idea.
January 23, 2023

In this guide, we will explore the key elements of a successful pitch and provide tips and techniques for mastering the art of pitching your business ideas.

The science of pitching

Research and preparation

Before you can even begin to craft a pitch, you must have a solid understanding of the market, competition, and potential customers for your business idea. This requires thorough research and analysis. Here are some key steps to take in order to gain a deep understanding of your market:

  1. Identify your target market: Who are the people or businesses that will be most interested in your product or service? What are their needs, wants, and pain points? Consider creating a customer persona map.
  2. Analyze your competition: Who are your main competitors? What are their strengths and weaknesses? How does your idea compare to theirs in terms of features, pricing, and target market?
  3. Conduct market research: Gather data on the size, growth, and trends of your market. Use this information to create projections for your own business and to identify potential opportunities and threats.

Once you have a solid understanding of your market, you can begin to craft a compelling pitch that addresses the needs and pain points of your target audience and highlights the unique value proposition of your idea.

The big 3 pitching formats

There are several different formats that you can use when pitching your business idea, each with its own advantages and disadvantages. Some of the most common formats include:

  1. Elevator pitch: This is a short, concise pitch that can be delivered in the time it takes to ride an elevator – typically under 90 seconds. It's perfect for networking events or informal meetings where you don't have a lot of time to make an impression.
  2. Pitch deck: This is a visual presentation that can be delivered in person or online. It's a great way to provide an overview of your idea and to highlight key data and statistics. Think of it as a takeaway for your audience to revisit.
  3. Business plan: This is a detailed document that provides a comprehensive overview of your idea, including information on market research, competition, financial projections, and more. It's typically used when seeking funding from investors or support from incubators and accelerators.

When choosing a format for your pitch, consider the audience and the purpose of the pitch. For example, if you're meeting with potential investors, a detailed business plan may be more appropriate than an elevator pitch. If you're networking at a conference, an elevator pitch may be more effective. A pitch deck might work best for sales leads or in-person presentations.

Structuring your pitch

When it comes to structuring your pitch, two popular frameworks that can be used are the PAS and AIDA formats.

PAS stands for Problem, Agitate, Solve. This structure focuses on identifying a problem that your audience is facing, agitating it to create a sense of urgency, and then presenting your solution as the answer to that problem.

AIDA stands for Attention, Interest, Desire, Action. This structure focuses on capturing the attention of your audience, creating interest in your idea, building desire for it, and encouraging them to take action by investing or supporting your idea.

Both PAS and AIDA are effective structures for pitching, but the one that you choose will depend on the audience and the purpose of the pitch. Look out for an upcoming post on using PAS and AIDA formats to structure your pitch in detail.

The Art of pitching

Communicating your idea

Once you have done your research and preparation, it's time to craft a pitch that will inspire others to invest in or support your idea. Here are some key elements to consider when crafting your pitch:

  1. Tell a story: People are naturally drawn to stories, so use your pitch to tell a compelling tale about the problem you're solving, the solution you're offering, and the potential impact of your idea. By weaving a story into your pitch, you can create an emotional connection with your audience and help them to see the potential impact of your idea.
  2. Make it visual: Use images, diagrams, and other visual aids to help explain your idea and to make it more memorable.
  3. Keep it simple: Avoid jargon and technical terms, and use language that is easy for non-experts to understand.
  4. Be passionate: Show enthusiasm for your idea and let your passion shine through in your delivery.
  5. Practice, practice, practice: Rehearsing your pitch is crucial to delivering it with confidence and credibility.
  6. Be prepared for Q&A: Anticipate questions and objections that may come up and be ready to address them.

Body language

Body language is an important aspect of your pitch that can communicate just as much as your words. Some investors claim that body language is the X factor that sets you apart from the competition.

When delivering your pitch, it's important to pay attention to your posture, facial expressions, and gestures. To convey confidence, stand up straight and maintain eye contact with your audience. Use open, confident gestures such as pointing and using your hands to emphasize key points. Avoid fidgeting or crossing your arms, as this can convey a sense of defensiveness.

Having a clear call-to-action

One of the most important aspects of any pitch is having a clear call to action. This is the point at which you ask your audience to take a specific action, such as investing in your idea or supporting it in some way.

When crafting your call to action, be specific and make it clear what you want your audience to do. Use language that is action-oriented and make it easy for them to take the next step. Also, be prepared to follow up with your audience after your pitch to ensure that they have taken the desired action.

Mastering the art of pitching requires both a deep understanding of your market and the ability to convey that understanding in a compelling way. By following the steps outlined in this guide and practicing your pitch, you can increase your chances of success in getting your business ideas off the ground.

Practicing your pitch

Practice makes perfect. A well-rehearsed business pitch can help you to make a great impression on your audience. Before you’re ready to pitch try recording yourself or getting feedback from colleagues and friends. The idea is to keep improving your pitch until you’ve covered all basis. Visit our blog page to get more tips on rehearsing your pitch.


Pitching a business idea is both an art and science. It requires a deep understanding of the market, competition, and potential customers, as well as the ability to convey that understanding in a compelling way that inspires others to invest in or support your idea. With proper research and preparation, and by mastering the art of communicating your idea, you can increase your chances of success in getting your business ideas off the ground. Remember to make it visual, simple, passionate and practice, practice, practice. Be prepared for Q&A and always have a backup plan.

What's next?

Play PITCH to get the practice you need or join Lemonayd Lounges if you’d like to get tools, templates, and resources to master your pitching skills.


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