Master your pitch

The art of the pitch

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.

“I pitch, therefore I am.” Guy Kawasaki

Rules for Seedstars World pitch

Here are the guidelines you need to follow:


  • 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 by 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 much details, Focus on Revenue, Gross Profit, Operating Expenses, monthly burn rate
  • The deal: What you're looking for (Investment, Partners, Employees, etc.)?

Top 10 tips

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

Other useful tips here.