How to structure a pitch 

 

Delivering a pitch can be a daunting task, especially given how short some pitches can be. Understanding the purpose of a pitch and thinking about how to structure and prioritise information can help you prepare for any pitch. 

 

What is the purpose of a pitch? 

When delivering a pitch, you should be trying to do two things: 1. Explain your product, service, or solution to someone so they can understand what it is and why it is necessary, and 2. Bring that person on board to support you in what you’re doing. That support can be financial, but it can also be advice, guidance, or a network. 

 

How to structure a pitch? 

There is no ‘right’ way to structure a pitch, and as you practice you will find a style that works for you. Strong pitches, however, typically have four key components: 

 

Hook The Audience:  

• They grab the attention of the listener very quickly and give them a reason to carry on listening to what you have to say. 
• This should be short and sweet, don’t spend too long trying to hook your audience. Powerful statistics work incredibly well here! 

 

Develop Empathy:  

• They paint a picture for the listener and explain why their product is important or why it is important that they solve the problem your customers are facing. 
• This is important as your audience might not be your ideal customer or users – put them in the shoes of your users. 

 

Provides Answers:  

• Clearly explain how your product, solution, or service can solve the problem your customers are facing. 

• Avoid getting too technical or you’ll risk losing the attention of your audience. Explain what you do simply and using high-level language. 

 

Brings Them Along:  

• A good pitch will have a clear ask from the audience. Are you asking for support? Are you asking for funding? Are you asking for people to advocate your case? 
• Aim for clarity here. If you’re asking for money, tell them how much money you’re looking for. If you want them to support you, tell them how you need the support. 

 

How should I prioritise my information? 

You’ll have been working on your product or service for so long that you’ll know the ins and outs of what you do. That doesn’t mean you should tell your audience everything. When designing your pitch, ask yourself: ‘What is the most important information that people need to know?’ Put this information first. If it isn’t essential, it’s best to cut it. 

 

How detailed should my pitch be? 

You should always aim for simplicity over complexity. You should have an understanding of your audience before you determine what complex information you use and what you can avoid. If you have a highly technical product and you’re pitching to a non-technical audience, it is best to leave the jargon behind.  

 

Further Support 

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