Tips for a successful Video Pitch

  • Posted on: 6 July 2020
  • By: ivana

Most investors are being contacted by an endless amount of companies every day. Start-ups have a hard time figuring out how to stand out among their competitors. A promising strategy to become recognized is to address investors in a professional video. This blog article emphasizes how this is done and what has to be taken into consideration. 

Showing why an investment is worth it 

The key objective of a professional video is to awaken the interest of potential investors. In order to not overtax the viewers’ attention, the video should have a maximum length of three and a half minutes. Regarding this short amount of time, it becomes crucial to comprehend what investors are primarily looking for: It is the return on investment. Nobody funds a business unless it has a growing market to serve. Therefore the video compares to a pitch as the firm has to give evidence of being on the right path. The following aspects are essential to persuade investors. 

  • Problem: Every innovation starts with a problem that needs to be solved. The video has to explain a problem that the company’s product or service are solving. 
  • Products: The company has to introduce its solution to the problem. What is it selling and how does it work? What matters here are not the technical details but rather what the unique selling points and the added value of the products are.  
  • Market potential: Apart from the products themselves, investors want to know whether there is a real demand. The video should set out who the customers are, as well as how big the market volume is and how it will evolve in the near future. Another question to be answered here is: How contested is this market? And: Are there any environmental conditions positively affecting the company’s business model? Concrete facts and figures should be used to illustrate these factors.
  • Founders and Team: At best, the founders and executives of the company guide the viewer through the video. As being the faces of the business, they have to demonstrate that they are fully backing the business model and that they devote themselves 100 percent to the company. Only if these key decision makers have absolute trust in their project, their enthusiasm and confidence can rub off on the investors. Besides this, investors seek for companies that have the human capital and know-how needed to operate and expand their business.
  • Costumers: As a well-known proverb puts it, self-praise is no recommendation. This being said, the video should give voice to the company’s customers too. They can express their satisfaction as well as how they profited from the company’s product or service. In effect, the company increases its credibility and trustworthiness. 
  • Milestones: Investments are being made with the expectation of future success. At the same time, investors always face the risk of putting money into a business that turns out to be unsuccessful. In order to minimize this risk, they tend to examine company’s previous achievements. Communicating past successes thus should be an integral part of the video. 
  • Vision: A professional video should not only elaborate on what the company has achieved in the past and how it is operating today, but also what it aims to achieve in the future. What are the short-term objectives and long-term goals? For instance: Is the company seeking to realize or finalize its Minimum Viable Product or putting in place series-production? Is it aiming at expanding to foreign markets? Is it dedicated to become the market leader in a specific product or service category? The articulation of these visions is vital because it makes the investor aware of what his or her money will be used for.

Not to forget: Sympathy and authenticity

Although investors are looking for lucrative investments in the first place, only few of them are immune to human characteristics. Accordingly, the rhetoric of the characters has to be observed during the video shoot. Are they speaking clearly and forcefully? Do they smile and show their personalities? Making an authentic and likeable impression unconsciously impacts the investor’s decision and increases the chances of a face-to-face meeting. The film crew should keep an eye on this and give honest feedback. 

In order to add an individual note to its character, a company might use storytelling. What was the personal motivation to establish the company? How did the product idea come to life? If there is an interesting story that highlights the need for the company’s product, there is nothing wrong with telling it. However, storytelling should never be the heartland of the video. It is simply meant to make the clip more memorable. 

Not to forget: Sympathy and authenticity

Although investors are looking for lucrative investments in the first place, only few of them are immune to human characteristics. Accordingly, the rhetoric of the characters has to be observed during the video shoot. Are they speaking clearly and forcefully? Do they smile and show their personalities? Making an authentic and likeable impression unconsciously impacts the investor’s decision and increases the chances of a face-to-face meeting. The film crew should keep an eye on this and give honest feedback. 

In order to add an individual note to its character, a company might use storytelling. What was the personal motivation to establish the company? How did the product idea come to life? If there is an interesting story that highlights the need for the company’s product, there is nothing wrong with telling it. However, storytelling should never be the heartland of the video. It is simply meant to make the clip more memorable. 

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Short CV of the Author

Ivan Zocli, Open Innovation Manager, Stuttgart Region Economic Development Corporation

Ivana Zocli focuses on enhancing SMEs and Start-ups in their entrepreneurship through open innovation and international projects. 

Before joining Stuttgart Region Economic Development Corporation, she worked in Paris at the HQ of an international energy Corporate ENGIE, at the Innovation Department and participated always on launching new initiatives with a focus on the international scene. Ivana is passionate by supporting companies and teams to explore new opportunities.