Pitching an emotional story

Pitching is super hard; I’ve heard a lot of pitches at events, and have also work with many teams to help them articulate their businesses. Most of the time, the pitches that I hear leave me hanging and wanting for more because I am left with a bunch of questions.

I understand why it’s hard to pitch a business. The founders I work with are often engineers and product managers. After staring at the businesses on a micro-level, it is extremely hard to break away from that and articulate the businesses and visions in a way that other people can understand.

In the last three months, I worked with 9 teams to help them frame their businesses at our accelerator program, JFDI.Asia in Singapore. I was there with them every step. From nailing down the problem that is worth solving, to experimenting with solutions, to capturing tractions; their babies are my babies in many ways.

In the back of our head, we knew: we knew that everything we did in 100-day was to prepare us for Demo Day. All the evidences we collected will help us convince investors that we found a gold mine; and these were the right founders to get the project to product/market fit and beyond.

So, we spent a lot of time on learning how to work an investor pitch. There is a sequence that I really believe in. It’s about story telling.

You need to help people understand why you are doing what you are doing, and establish an emotional connection: Steve Jobs and Simon Sinek are great at doing this.

Here are the 10 things we focused on:

In closing, I’ll attempt to pitch one of our team’s idea:

Obviously, Abhinav does a much better job:


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