From the Expert: Mastering the Pitch

From the Expert: Mastering the Pitch

Soona founder Liz Giorgi offers advice on making an effective pitch to investors.

Liz Giorgi is in the content creation business, but raising more than $15 million for her Minneapolis-based photo/video company Soona has given her new perspective on effectively sharing her own story with investors. Here’s what she’s learned.

  1. The pitch deck must tell a story. Fundraising decks (electronic presentations) get circulated like hot stock tips in the venture community. Make sure yours is clear—but in a meeting, assume the investor hasn’t seen
    the deck. Present it like storytime with the founder. Make it memorable. 
  2. Know the FAQs and memorize the answers. Investors like to think they ask original questions, but honestly, they tend to be the same. Expect to be asked about market size, unit economics, and, depending on your stage, how you’re getting traction with your marketing and messaging. 
  3. Share your personal story. In a sea of pitches, it’s often the founders themselves who stand out. I always share my stories as a first-time founder. I talk about growing up in my family’s Boundary Waters canoe outfitting business. These details can disarm even the most stoic capitalist. 

Read more from this issue