You need to consider a few things before writing your pitch, if you want to get the most out it. There are especially three things, you must do: determine the target group, define a specific goal for you pitch and consider the context of your pitch. How you do that exactly will be elaborated on in this article.

Direct the pitch to the one you are pitching to

The first thing you need to consider before writing your pitch is to whom you are pitching to. Who are you trying to convince or sell something to? Maybe you already know your receiver. But if you don’t it is a good idea to define the profile of the receiver, which you can bear in mind when writing your pitch. This means that you can target the content of your pitch to the receiver. So the question is: is it a potential client, a possible investor or your future business partner you are pitching to?

If you are pitching to a potential client it is crucial that you, for instance, speak to the needs of the person in question and present the benefits of your product instead of other solutions. If you are pitching to a possible investor you must focus on the business potential of your idea, the scalability and the team behind. Furthermore, if it is a potential business partner you are pitching to, then they are most likely interested in the specific tasks and activities they can contribute to in order to reach the goal.

In order to target the pitch to the receiver, it is useful to examine or assess the receiver’s prior knowledge, attitude and possible prejudices against the subject or project you are pitching about. For instance, if the receiver has some prior knowledge about the subject, then you can incorporate that knowledge into the pitch, thereby directing the content to a field familiar to the receiver. On the other hand, if the receiver doesn’t know anything about the subject then this must be taken into account too – even though it may seem trivial to you.

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The last aspect regarding the receiver is to assess that person’s purpose for hearing your pitch. This can be done by asking the question: what’s in it for him? When answering that question, the next step is how you are going to respond to it. How does his goal relate to your own? Can you accommodate them, will you reject them or is negotiation necessary? The latter will most likely occur, thereby creating a win-win situation for both parties involved.

Determine specific goals for your pitch

Before you can negotiate effectively, you have to, in advance, determine your own goals with the pitch. Pitching is basically about convincing and selling, but you may find it very helpful to have a specific goal in mind, when you pitch. Therefore, you must ask yourself: what will I like to achieve by pitching in this situation? What’s in it for me? Is it to have another meeting with a potential investor? Is it to get the green light for sending a proposition to a possible client? Or is it to get competent feedback on an important decision?

The point is that you need to have as specific goals as possible for your pitch, otherwise you may end up with nothing more than a pat on the shoulder. It is like having said all the right things to the girl in the bar, without sealing the deal – and that is a shame if both parties want more than just to small talk. Therefore, figure out what you want and what you can realistically achieve with the pitch – and if it requires the receiver to participate, then remember to ask for it!

Know the requirements about content and time

When you have figured out whom you are pitching to and what you want to achieve, the third thing to consider is the context of the pitch. In some situations, there may be explicit or implicit expectations about the content of your pitch. For instance, an investor almost always expects you to present potential earning drivers, the team behind the idea and how far you are in realising the idea. Similar expectations must be taken into account – as naturally as possible.

The time limit is a fundamental constraint in any pitch. Therefore, there will always be a limit for how long you are allowed to present. This is often the case in arranged meetings and in competitions, but also if you have a time constraint before going to the next meeting. An example could be the time limit of the pitch you give in Startup Weekend, which is one minute on Friday and five minutes on Sunday. No more than that. This means that if your pitch takes more than five minutes, then you will no longer be speaking to an audience simply because the microphone will be switched off. Therefore, it is crucial that you respect the time limits – only in that way you can pitch all of your pearls of wisdom.

Now you are ready to write your pitch!

When you have considered the three things – profile of the receiver, specific goals and the context – you are well equipped for writing your pitch. And if you bear those considerations in mind along the way, they will guide you through choosing the right content, making persuasive arguments and writing the most effective sentences.

So consider these aspects and start writing your pitch right away! Pitcherific is with you all the way.

Lauge Vagner Rasmussen

Lauge Vagner Rasmussen

Lauge Vagner Rasmussen is the co-founder of Pitcherific and associate professor at the University of Aarhus, where he teaches entrepreneurship and pitching. Email him at

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