The Art of Writing a Compelling Pitch

Learn the essential elements of creating a compelling pitch to attract investors, partners, or customers. Define your vision, value proposition, and more.

Writing a pitch can seem like a very intimidating activity. For the most part, as a founder, while you are convinced about your idea and its potential, it can be hard to convince an investor to match your vision—which is why getting that first pitch document right is crucial.

Several companies we know today that include the likes of AirBnB and Meta, raised their first cheque on the back of a strong pitch deck that illustrated clearly the problem they were trying to solve and their unique solution.

At WeWork Labs, we encounter startups who often require guidance or an understanding on how to draft the most compelling pitch. So we thought it would be best to break down the elements of a compelling pitch into its essential details to understand how exactly a compelling pitch is drafted.

Understanding the Purpose of a Pitch

The purpose of a pitch is to communicate your idea, vision, and value proposition in a way that resonates with your audience. Whether you're pitching to investors, potential partners, or customers, aligning your pitch with the specific needs and expectations of your audience is critical. Investors, for example, are typically looking for a strong potential return on investment, a scalable business model, and a capable team. A pitch that addresses these concerns directly will stand out.

Putting a definition to your vision

If you aren’t clear about what your vision entails, chances are you aren’t going to be able to convince the person who you are pitching to. As a founder its critical that you clearly define your vision early on in your journey. This definition should include long-term goals and impact on your business. It’s not just about the product or service you offer today, but the broader aspirations that drive your company. The best example of this is in AirBnB– Their vision was framed around the idea of "belonging" and connecting people to unique travel experiences. This wasn’t just about offering a platform for booking stays; it was about creating a world where people could feel at home anywhere.

Key insight: Try and emulate what it means to build your company from your perspective and build your definition from the ground up. This should help shape your goals more effectively.

Once you’ve defined your vision, it's time to move onto developing a clear value proposition.

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Delivering a Clear and Concise Value Proposition

The value proposition is arguably the most important element of any pitch. It’s where you explain why your product or service is unique, valuable, and worth investing in. 

For instance, Dropbox had a simple but compelling value proposition in its early pitch: "Save your files online and access them from anywhere." The simplicity and clarity of this statement made it immediately clear to investors and users what the company offered and why it mattered. Similarly, Uber’s value proposition was concise and powerful: "Get a ride at the tap of a button." The clarity in both these examples shows the role of language in communicating the core value in a pitch.

Key insight: Try and arrive at your point in the simplest way possible. Don’t use excessive jargon and use straightforward language to deliver the impact of your pitch. 

The WeWork Labs take

Whether you're speaking to investors, potential partners, or customers, tailoring your pitch to meet their specific needs and expectations is essential. Understanding this alignment is the first step toward creating a compelling message that resonates. Which is why getting your pitch absolutely right is critical to understanding where you stand both from your perspective and also from the perspective of investments. It’s the first document that an investor interacts with when they see your idea, so it’s vital to get it right. 

What are some of your favourite pitch decks that you have come across? Let us know. See you in the next WeWork Labs blog!