Money Matters

How to craft a 60-second start-up pitch

If you’re a start-up founder, the ability to pitch your business in 60 seconds or less can be the difference between securing a meeting and being forgotten. Learn how to structure your pitch, what to say, and how to deliver it with confidence.

1 May, 20267 min read Share

A compelling 60-second pitch can open doors that a lengthy presentation never would. Whether you’re seeking investment, advice, or connections, the ability to distil what your business does and why it matters into under a minute is one of the most valuable skills a founder can develop. Yet, for many founders, it’s also one of the hardest to get right. 

Crafting an engaging pitch takes clarity, structure, and practice—but the payoff is a pitch you can deliver confidently in any situation. 

Here’s what we cover:

What is a start-up pitch, and what makes a good one?

A start-up pitch, sometimes called an elevator pitch, is a short, persuasive summary of your business that explains what you do, what you have to offer, and why somebody should be interested in helping or funding you.  

A good start-up pitch is conversational, easy to understand and should resonate with the listener, regardless of who you’re speaking to.  

A well-crafted pitch can be used in a variety of scenarios, including with people who have little to no understanding of your industry. Therefore, it’s important to ditch complex terms, acronyms, and jargon and avoid sounding too sales-y. 

There’s one mantra to keep in mind when drafting your pitch: short, simple, persuasive. The next step is structuring your pitch so that it clearly explains the problem, your solution, and why your business is worth paying attention to. 

What are the basic elements of a good start-up pitch?

 A strong start-up pitch should include a clear hook, the customer’s problem, your solution, and why you’re the right person to deliver it. It should also mention why you think the listener can help. 

The hook 

Your pitch needs to start with a hook, an introduction that grabs attention by making people stop and think. 

Investors hear pitches every day, so what will make yours stand out?  

A good hook should be instantly memorable. 

Start with something surprising, amusing, or interactive. This could be a statistic, a question that makes people examine their instincts, or even a short personal story.  

At start-up competition The Pitch, one founder asked the audience to raise their hands if they had an item of clothing in their wardrobe that they’d never worn. 

Another promised £1,000 to anyone who could book a ski trip in fewer than six clicks.

Your customer’s problem

Once you have the audience’s attention, describe your target customer and the problem they have.  

If possible, try to encourage your audience to empathise. Is this something they might personally have encountered, observed, or been frustrated by? 

If your problem is something they might not be familiar with, use an anecdote or try to provide a character that they can relate to.  

Your solution

This is your opportunity to explain exactly what your business does and how it solves the customer’s problem. 

It sounds simple, but this is the area that founders tend to struggle with the most. Finding the balance between providing enough information and getting bogged down in the details can be a fine line to walk.  

You also need to bear in mind that you won’t always have visuals to hand. If your solution involves technology like software or an app, you’ll need to be able to explain how it works without a demo. 

It’s best to take plenty of time on this part when planning your 60-second pitch. Write out a few different explanations of your solution and pitch them to people who have no idea what your business does. Then, see which version people respond best to. 

Market and competition

Without a market, there is no opportunity. 

Illustrate the size of your market and demonstrate that it’s growing.  

Avoid grand but vague numbers, as this can undermine your credibility. Be realistic, too; for instance, if your business deals specifically with UK golf, don’t cite the entire global sports market. 

If an investor is convinced that you have a solution to a genuine problem and there is indeed a market for it, the next obvious question is: “How come nobody else has been able to solve it?” 

Be prepared to address the competition and have an answer that goes beyond your business simply being “better”. What do you do differently? Is there a niche you’re targeting that’s currently untapped?

Proof of traction

Traction shows that there’s demand for your product or service.  

This could include revenue, users, customer reviews, or anything else that demonstrates market interest.  

If you’re still in the process of validating your idea and haven’t yet launched, you can still show traction with things like meetings with key partners or suppliers, social media followers, or successful pilots. 

Your credentials

The people you pitch to are assessing both your business and your capabilities. 

Explain why you’re the right person to build this business, highlighting relevant experience, qualifications, or a personal experience that’s driven you to find the solution. 

Your team

Briefly outline the people supporting your business. 

If you have co-founders or employees, highlight their key skills. If you’re a solo founder, mention mentors or advisers who are helping you on your journey.

The request

At the end of your pitch, clearly state what you want.  

This will depend on the audience you’re pitching to. If you’re pitching to investors, for instance, state exactly how much money you’re looking to raise and why: what will that investment help you achieve? 

If you’re pitching at a networking event, ask for connections to investors who have experience in your industry.  

What’s a good example of a start-up pitch?

Assuming you’ve just introduced yourself and you’re confident the other person is in a “tell me more” frame of mind, here’s what a pitch could look like:  

“Did you know that most people only wear 20% of their wardrobe, while the rest sits unused? 

“Busy professionals struggle to organise their clothing and often waste money buying items they don’t need. Managing what you already own shouldn’t feel this complicated. 

“That’s why we created WardrobeIQ, an app that helps people digitise their wardrobe, plan outfits, and get smart recommendations based on what they already own. It saves time, reduces waste, and makes getting dressed effortless. 

“The global fashion tech market is growing rapidly, and while there are styling apps out there, none focus on maximising existing wardrobes through AI-driven insights like we do. 

“Since launching our beta, we’ve onboarded 5,000 users, with 40% using the app weekly and strong early retention. 

“I’ve spent five years in fashion retail and product design, and I’m working with a technical co-founder who previously built and scaled a consumer app to 100,000 users. 

“We’re now raising £500,000 to expand development and bring WardrobeIQ to market at scale.” 

The start-up pitch test bed: Practice makes perfect

The best way to improve your 60-second pitch is to practise it repeatedly until it feels natural, clear, and confident. 

Test it on your team, your friends, and your family. Deliver it in front of a mirror. Record it on your phone and listen to it. 

Aim to know your pitch by heart. That way, in any situation, at any given moment, you’ll be able to effectively communicate what your business does and why people should get excited about it. 

Also:

Know who you’re pitching to: Tailor your pitch to the person in front of you. An investor may want to hear about market size, traction and returns, while a potential adviser or connection may care more about your mission, customer problem or next milestone. 

Use storytelling to make it memorable: Facts matter, but a short story can help people connect with the problem you’re solving. Use a relatable customer example, personal experience or real-world scenario to show why your business matters. 

A start-up pitch can open doors: Make every second count

The goal of a 60-second pitch is to spark interest and give your potential investor a reason to continue the conversation later on. If you can communicate the problem, your solution and why it matters in a way that feels natural and engaging, you’re far more likely to stand out. 

Keep refining your pitch as your business evolves, and tailor it to different audiences and situations. Most importantly, practise until it feels effortless.

When the opportunity comes—whether it’s a chance meeting, a networking event or a formal occasion where pitches are expected—you’ll be ready to deliver a memorable message.

Browse more topics from this article

• Business finances
• Business support
• How to start a business