Pitch Guidelines

The goal of the pitch at a Seedstars event is for you to sell your product, your company and yourself in a short period of time.


  • The pitch must be in English
  • 3 minutes of pitch and 5 minutes of Q&A
  • Only 1 person per team can pitch, and one other team member can join for the Q&A
  • 10-15 slides max
  • Make it in PowerPoint, Keynote or PDF

    Useful tips
  • Rehearse and time yourself;
  • Make your slides clear and simple;
  • Avoid too much text. Prefer images and key facts and figures;
  • Max. 3 concepts per slide.

What to include in a startup pitch presentation


  • Company purpose: Define the company/business in a single declarative sentence


  • Describe the pain of your customer (or the customer’s customer)
  • Outline how the customer addresses this issue today


  • Demonstrate your company’s value proposition to make the customer’s life better
  • Show where your product physically sits
  • Provide use cases

Why now

  • Set-up the historical evolution of your category
  • Define recent trends that make your solution possible

Market size

  • Identify/profile the customer you cater to
  • Try to calculate the Total Available Market (top down), Served Available Market (bottoms up) and estimate the Share Of Market you want to achieve (TAM-SAM-SOM)


  • List competitors
  • List your competitive advantages (a matrix can be useful)
  • What is your biggest unfair advantage


  • Product line-up (form factor, functionality, features, architecture, intellectual property)
  • Development roadmap

Business model

  • Revenue model
  • Pricing
  • Average account size and/or lifetime value (LTV)
  • Sales & distribution model, incl. Average Customer Acquisition Cost (CAC)

Current status / Accomplishments / Roadmap

  • Metrics / Traction / Pipeline list


  • Founders & Management (Background, Expertise, Previous experience together)
  • Board of Directors / Board of Advisors


  • P&L, Avoid too many details, Focus on Revenue, Gross Profit, Operating Expenses, monthly burn rate
  • The deal: What you're looking for (Investment, Partners, Employees, etc.)?

10 tips to master art of the pitch

  • Use no more than 10 words / slide;
  • Tell a (compelling) story;
  • Do not use slides to say things you do not have time to talk about;
  • Focus first on the problem, solution always comes after;
  • Emphasis your unfair advantages;
  • Measure 3 key things: volume, cost, conversion;
  • Do not say you aim for 1% of a rough market estimate, aim for a larger share of a well targeted market;
  • Be honest about your failures and challenges;
  • Relate every assumption you make to relevant metrics;
  • KISKIL: Keep It Simple, Keep It Lean!

“I pitch, therefore I am.” - Guy Kawasaki