The Pitch
Pitching coach Annette Kramer

90-second pitches need to start a conversation

Pitching coach Annette Kramer‘s helped hundreds of entrepreneurs win investment. She told us the key elements to include in a short pitch.

“To concisely articulate something in 90 seconds is really tough,” said Kramer, who added you need to think about how you’re starting a conversation that the listener wants to continue.

Kramer said a short pitch to investors should include a number of the following elements:

  1. First you introduce yourself
  2. The problem are you solving and how
  3. Tell me why I should care – what’s the benefit?
  4. Who’s the competition
  5. What’s the revenue model
  6. What’s your addressable market
  7. What’s your route to market
  8. The team – why these particular people at this particular time?
  9. What are you asking for

Kramer said ensuring a pitch has a clear beginning, middle and end, and working transitions between each statement helps build confidence and ensure you can convey the idea behind your business accurately – “Structure is your best friend,” she added.

“Take a breath and let your voice drop, it will help you centre. You will appear more professional,” said Kramer.



Chris is founder and CEO of Inkwell, the company that runs The Pitch. He's a journalist and editor by trade, and his work has been featured by everyone from The Guardian and The Financial Times to Vice magazine.

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