Nail Your Small Business Pitch

Are your hands getting sweaty just thinking about how to pitch your small business? Thankfully, the real world isn’t like “Shark Tank,” and you have plenty of chances to refine and perfect your small business pitch.

Knowing how to speak about your business clearly and succinctly can open new doors for you and your business. A well-prepared pitch effectively communicates the value proposition of your business and can make a lasting impression on potential customers, investors, and more!

Tips for Getting Started

Before we dig into best practices for your small business pitch, let’s start with some general items to keep in mind:

Keep it short. Your pitch should take a minute or less to deliver. In other words, if your pitch were a PowerPoint presentation, it would only be one to two slides.
Practice makes perfect. Go over your pitch in your car, in the elevator, in the shower, or wherever you have a few minutes alone.
Pitch to family and friends. People in your inner circle care about you and the success of your business, and they can provide valuable feedback.
Have variations ready. Create a few versions of your pitch, in case it’s appropriate to share more than a one-minute pitch with a group. We recommend one-, five- and 10-minute edits.
Have fun! Remember that if you’re not excited, your audience won’t be. Your posture, attitude, and vocal projection matter. Talk to people as if you’re describing an interesting bit of news (which your business is!).

pitching your small business plan

Feeling ready? Practice your pitch with trusted friends or a business mentor.

Building Your Pitch

Before crafting your pitch, thoroughly understand your audience. Are you presenting to potential investors, customers, or partners? It's important to tailor your message to address their unique needs, concerns, and interests. You want to demonstrate that you've done your homework and that your business is relevant to their goals.

Get your audience going with a great introduction. Try to capture their attention from the start. Begin your pitch with a compelling introduction that succinctly communicates the essence of your business. Clearly articulate your mission and purpose, what problem your business solves, or what unique value it brings to the market. A strong opening sets the tone for the rest of your pitch. Maybe ask a question to get everyone thinking!

Clearly articulate the problem your business addresses. This creates a context for your solution. Outline the pain points your target audience experiences and explain how your product or service provides an effective solution. Focus on the benefits and outcomes that set your business apart.

Quickly emphasize what makes your business unique. Your Unique Value Proposition (UVP) should clearly communicate why customers should choose your product or service over competitors. Whether it's innovation, cost-effectiveness, or superior quality, make it clear why your business stands out in the market.

People connect with stories. Humanize your pitch by sharing the story behind your business. Discuss your motivation for starting the business, any challenges you've overcome, and key milestones. A personal and authentic narrative helps create a connection with your audience.

Conclude your pitch with a clear call to action. Specify the next steps you'd like your audience to take — such as inviting investors to discuss funding options, encouraging customers to try your product, or proposing a partnership.

Enhancing Your Pitch

1. Back up your claims with data and evidence.

Whether it's customer testimonials, market research, or key performance indicators, provide tangible proof of your business' success and potential. This builds credibility and instills confidence in your audience.

2. Anticipate and address potential concerns your audience might have.

This could include market competition, scalability, or regulatory challenges. Demonstrating that you've considered potential obstacles and have strategies to mitigate them shows preparedness and resilience.

3. Highlight the strengths and expertise of your team.

Investors and collaborators often invest not only in the business idea but also in the capabilities of the team driving it. Showcase the relevant skills, experiences, and achievements of your team members. We like to call this section, “Why me and not someone else?”

Pitch Best Practices

Practice your pitch thoroughly. Rehearse in front of a trusted colleague, mentor, or advisor to receive feedback. Refine your pitch based on this feedback, ensuring that it flows smoothly, is within time constraints, and effectively communicates your key points. Keep your pitch concise and engaging. Respect your audience's time and avoid unnecessary jargon. Use visuals, anecdotes, or examples to make your pitch more engaging and memorable.

Be open to feedback. This means being willing to adapt your pitch based on the responses you receive. If you're presenting to investors, be prepared to address questions and concerns they may raise. Flexibility and responsiveness enhance your credibility. After delivering your pitch, follow up with your audience. Whether it's sending additional information, scheduling a follow-up meeting, or expressing gratitude for their time, proactive follow-up demonstrates your commitment and professionalism.

Your pitch will evolve as your business grows. Crafting an effective pitch is an ongoing process. By continuously refining your pitch based on feedback and adapting to different audiences, you'll be better positioned to convey the value of your small business and secure the support you need for success.