How to Perfect Your Pitch
Practical Advice for Telling a Story Investors Can’t Ignore
DEAR STAGE 2: Investors often tell us they don’t quite understand what we do, or worse, aren’t engaging after the first call. How can we simplify our pitch without losing its impact? ~Lost in Translation
DEAR LOST IN TRANSLATION: You’re not alone—this is a challenge for many founders, especially in early fundraising rounds. As an investor who hears countless pitches, I know how much a clear, compelling story matters. The best pitches grab your attention immediately, leaving no doubt about what the company does or why this is an exciting opportunity.
This week, I tapped Gregg Scoresby, Founder of CampusLogic, entrepreneur, and Stage 2 Capital Catalyst LP, for his advice. Gregg has raised capital, scaled businesses, and advised founders through the highs and lows of their journeys. He knows firsthand how frustrating it can be to hear feedback like, “I don’t quite get it.”
“It’s not the investor’s fault if they don’t understand what you do. It’s your responsibility to tell the story better.” - Gregg Scoresby
Gregg reframed this challenge with a powerful mindset shift: “It’s not the investor’s fault if they don’t understand what you do. It’s your responsibility to tell the story better.”
Here’s Gregg’s advice for ensuring your pitch resonates and leaves no room for confusion:
1. Use the “X for Y so They Can Z” Formula
At its core, your pitch should answer three simple questions:
What do you do? (X)
Who do you serve? (Y)
What problem are you solving for them? (Z)
For example, Gregg refined his pitch for CampusLogic into:
“We sell a suite of financial aid products to colleges and universities so that they can simplify the financial aid process, increase enrollment, and improve retention.”
This formula creates a concise and repeatable explanation of your business. If you can’t sum up what you do in one sentence, you risk losing your audience early.
2. Balance Vision and Execution
Founders often swing too far in one direction—either painting a lofty vision of the future or getting lost in the technical details of their product. Investors need both:
Vision: Where are you taking the company long-term? How will the world look different because of your solution?
Execution: What’s the initial problem you’re solving? How are you tackling it today? What are the next few steps along the journey towards your vision?
For example, Gregg shared how an AI company he invested in framed their vision and execution:
Vision: “There are over a million bookkeepers in the U.S. Today. In the future, there will be none because AI will handle these tasks.”
Execution: “We’re starting by automating the most time-consuming part of bookkeeping: transaction categorization.”
This approach inspires confidence by showing you have a bold vision but are focused on solving an immediate, tangible problem.
3. Make it a Conversation, Not a Monologue
Your goal isn’t just to deliver information; it’s to spark curiosity and dialogue. Gregg advises founders to check for understanding and invite engagement throughout their pitch:
Use phrases like, “Does that make sense?” or “Would it be helpful if I gave you another example?”
Pay attention to investor reactions. If they’re asking questions, they’re interested—let them lead the conversation where they’re most curious.
4. Test Your Clarity
If investors consistently struggle to understand your pitch, it’s a signal to refine your message. Gregg recommends the “ribs” framework to evaluate your pitch:
Relevant: Does your story connect with current market trends or challenges?
Inevitable: Does it feel like the market is naturally moving toward your solution?
Believable: Are your team and approach credible?
Simple: Can you explain your business in plain language?
If any of these elements are missing, spend time simplifying your narrative.
5. Customize for Investors
Researching your audience is key. Some investors care about your vision; others are more interested in your traction. Tailor your pitch to what matters most to them. At a minimum, Gregg suggests asking these questions upfront:
“What’s your typical check size?”
“What ARR range do you like to invest in?”
“What industries or themes excite you?”
Not every investor will be a fit, and that’s okay. Focus your energy on those who align with your stage, industry, and vision.
Crafting a clear, compelling pitch takes practice, feedback, and iteration. But when done well, it’s a game-changer for your fundraising process. So next time you hear, “I don’t quite get what you do,” treat it as a valuable opportunity to refine your story.
Until next week!