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You’ve dedicated years to building skills, learning lessons, nurturing relationships, and developing a perspective that matches your drive. You’ve poured all of this into your business. Now, you have five minutes (or less) to communicate an irresistible vision for the world and convince a panel of respected judges that you can make it real and generate profits. How do you achieve this?
A pitch competition is a unique moment: I have pitched in, judged, and hosted competitions worldwide. As both an entrepreneur and investor, and with ten years of casting experience for ‘Shark Tank’ and other business shows, I meet thousands of entrepreneurs each year to help them prepare.
I recently hosted The Pitch Battle at the TNW Conference in June. The contest — won by Dutch startup Tap Electric — highlighted what makes a founder’s story stand out. Whether you’re pitching to ‘Sharks’ or speaking at a tech conference, here are some key elements that make a pitch successful:
Nerves
Yes, nerves. While many people work on overcoming them, I believe nerves are crucial for any great pitch. Why? Nerves indicate passion and care. Entrepreneurs who feel the promise, intensity, and excitement of the moment can use these feelings to fuel a passionate pitch. Feeling the moment without being overwhelmed by it is key.
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Entrepreneurs who open themselves to these feelings create opportunities for them to fuel their pitch. Feeling the moment without being consumed by it is essential.
Research
A successful pitch starts long before you step on stage. Know your audience and judges. Research who will be in the room, what they care about, and how you will be evaluated. This means researching the judges’ backgrounds and motivations. An angel investor might prioritize traction or business model, while a corporate sponsor might look for strategic alignment. Other judges may target companies that can “do the most” with the funding provided.
Don’t try to pitch everyone at once. Target the group that matters most to this competition and give them confidence in your understanding of the market, their motivations, and how to move forward.
Tell your story clearly and explain how you will use available resources to reach KPIs that resonate with the judges and overall competition. Start by painting a vivid picture of the pain point, then explain how your product or service addresses it in a novel way, highlighting any unique technology or approach. Next, emphasize real-world examples or user stories to make it relatable.
Define the market opportunity beyond the Total Addressable Market (TAM). Decision-makers want to know that your business has growth potential. Judges want to know how you will use available resources to reach the market and convert opportunities into revenue. What do the resources mean in terms of customer touchpoints, conversions, and top-line revenue? And what does this revenue mean for profitability?
Audience
Connect with your audience. Let their energy fuel you. Invite them to participate. Building a genuine connection can set you apart. Bring energy and enthusiasm to the stage. Smile, make eye contact, and move purposefully. These actions help turn a formal pitch into an engaging conversation.
Invite the audience to engage early and often. Ask questions, use call-and-response, ask for show of hands, share links — all can drive engagement beyond the pitch. Internalize your pitch rather than memorizing it to be ready for the unexpected. Pitch as if you’re telling a story to a friend rather than reading slides. Real connection — eye contact, enthusiasm, and two-way feel — makes your message resonate.
Ask
Many entrepreneurs neglect to have a clear ask. As a business owner, you should know what resources are needed to take your business to the next level and ask for them. Don’t leave the most important part as a surprise — always include a specific ask. Your ask is central to the pitch and tells judges exactly what you need and why.
If the competition offers defined prize amounts or other resources, include these in your ask. Let judges and the audience know that winning will help you build your business in practical ways. If your business needs additional funding or resources beyond those available during the competition, mention this broader need. Explain how the competition’s resources will support your pursuit of these.
Content
A good pitch isn’t just a single moment. Documenting the preparation, pitch, and results can connect with your audience. Create clips and other content from your pitch to set your business up for success long after you finish on stage.
Treat the entire process as valuable content. Document everything: application, acceptance into the competition (a significant accomplishment), prep work, practice sessions, final slides, and even nerves! Record your practice pitches on video whenever possible so you can refine delivery and reuse clips later. After the event, save pitch deck, photos, and videos. These materials become marketing gold. Use polished two- to three-sentence “elevator pitch” in email newsletters, on your website, or social media posts.
Write a short blog or LinkedIn post about your pitch experience — what you learned, the outcome, and insights gained. Keep your community updated: visibility can attract customers, partners, and future investors. Leverage social media to amplify your story.
A winning pitch is built on preparation, clarity, and connection. Research your judges, tell a crisp story, engage your audience, get specific about resources and go-to-market strategy, make a confident ask, and turn that one presentation into many pieces of compelling content.
These elements work together to make your pitch memorable and effective. A pitch including them can supercharge a business and accelerate growth.
📚 Reading Comprehension Quiz
In a pitch competition, what role do nerves play according to the expert?
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