Create a Compelling Pitch with LivePlan

In today’s dynamic business landscape, presenting your idea clearly and convincingly can make all the difference. Whether you’re seeking investment, forging partnerships, or simply clarifying your concept internally, a well-structured pitch is a powerful tool for building trust and sparking enthusiasm among stakeholders. Think of it as your business’s “first impression”—the initial narrative that captures attention, fuels curiosity, and motivates deeper engagement with your more detailed plan.

A strong pitch matters because it:

• Builds Understanding: Not everyone will read your entire plan. A concise pitch ensures even busy executives or skeptical investors quickly grasp your concept.
• Sparks Interest: By highlighting what’s unique about your product or service, you appeal to the needs and emotions of your audience. This can inspire excitement, questions, and further discussion.
• Guides Decision-Making: Investors often review countless pitches. Standing out with clarity and credibility helps them see the potential in your business.
• Boosts Confidence and Alignment: A clear pitch ensures that your team shares a common vision and can communicate it consistently to others.

In short, a pitch distills the essence of your business, making it easier to engage stakeholders at every level. With LivePlan’s structured approach, you can shape your narrative, present professional visuals, and ensure that your pitch aligns seamlessly with the deeper detail in your Plan.

Remember that LivePlan’s Pitch is intentionally concise. It imposes certain character limits (typically 70 characters in short fields and about 300 characters in larger text areas) to encourage clarity and brevity. For detailed, step-by-step instructions on editing each Pitch topic within LivePlan, see Preparing your Pitch

Who this article is for:
New LivePlan users who want to craft a focused, engaging pitch that appeals to investors, partners, and other stakeholders. If you’re also developing your Plan, be sure to check out the Plan article for more on research, financial modeling, and strategic planning. The Pitch and the Plan are complementary, each enhancing the other’s impact.

If you need help with the practical details of how to enter content—like text vs. bullet points or how to embed images—see Preparing your Pitch. It also covers hiding unused Pitch topics (e.g., Milestones or Funding) so you can customize what appears in your final Pitch.

What is a Pitch?

A Pitch is a concise, visually appealing presentation of your business idea. It’s designed to communicate the value of your product or service, highlight your target market, demonstrate why you stand out from competitors, and show how your business will make money. Think of your Pitch as a brief, story-driven snapshot of your Plan—the “headline version” that captures attention and encourages deeper interest.

Note that LivePlan treats the Pitch and Plan as two separate documents, each serving its own purpose. This allows you to maintain a short Pitch for quick review and a more in-depth Plan for a full operational roadmap.

A Brief History of the Pitch in Business

We can trace the concept of a pitch back to the early 20th century, when salespeople refined techniques for presenting products quickly and convincingly. By the mid-1900s, the term “sales pitch” was common in business, underscoring a focused, energetic attempt to persuade a customer. Around the same time, Hollywood adopted “pitch meetings” to sell movie ideas to studio executives, popularizing the pitch as a short, compelling format for conveying any idea.

In the modern startup environment, the Pitch is still a vital tool. Founders hone their ideas into clear, engaging presentations for angel investors, venture capitalists, or crowdfunding supporters. Today, LivePlan streamlines this process, helping you create polished Pitches that showcase your opportunity at a glance. Throughout history, one truth remains: a great Pitch is about capturing attention, sparking interest, and inviting further dialogue.

Key Differences from the Plan:

• Length and Focus: The Pitch is shorter and more visual—perfect for quick presentations, meetings, or email introductions where time is limited. The Plan is more detailed, serving as a comprehensive roadmap for running and growing your business. Where the Pitch relies on a few charts or bullet points, the Plan features full financial forecasts, market research, and operational details.
• Purpose: The Pitch creates excitement and curiosity, prompting investors, partners, or customers to learn more. Meanwhile, the Plan provides the depth, data, and strategic guidance for long-term decision-making. Think of it as the difference between a movie trailer (the Pitch) and the full feature film (the Plan).

While your Plan might include detailed paragraphs and unlimited text, your Pitch enforces concise writing. If you need to exceed character limits, consider moving those details into your Plan. For more details on the difference between the Pitch and the Plan, please see What is the difference between the pitch and the plan?

Before You Begin: Understand Your Audience and Purpose

Putting together a Pitch isn’t just about describing your product or idea—it’s about tailoring that description to the people who will read or watch it. Knowing your audience and clarifying your goal from the outset will help you focus on what matters most, saving your time and enhancing the impact of your message.

Who Will Read or Watch Your Pitch?

Your audience might be investors, potential partners, customers, or even your own team members. Each group has its own interests and priorities:

• Investors: Focused on revenue potential, scaling opportunities, and the experience of your management team. They look for indicators of growth—like early sales traction, user engagement, or the ability to expand into new markets.
• Strategic Partners: Interested in how your business complements their offerings. They may care about shared values, technological compatibility, or opportunities for co-branding and cross-selling.
• Customers: Concerned with how your product or service solves their problem. They want to understand value, ease of use, and how you stand out from other options.

Match your language, tone, and level of detail to your audience’s background. For instance, SaaS-focused investors may want metrics like churn rate or lifetime customer value, while a sustainability-focused nonprofit might appreciate a more values-driven approach emphasizing environmental impact.

What Do You Want Your Pitch to Achieve?

Defining your purpose keeps your Pitch on track. Are you seeking seed funding, forging a distribution partnership, or validating your concept with early customers?

• Seeking Funding: Investors respond to evidence of traction and a strong market opportunity. Include data points, such as revenue growth, customer acquisition costs, or user retention rates.
• Building Partnerships: If you’re looking to secure a strategic partnership, focus on mutual benefits—how working together amplifies each party’s reach, productivity, or brand strength.
• Gathering Feedback: If you’re in an early stage and need input, be transparent about your uncertainties. Invite others to help refine your concept.

Step-by-Step: Building Your Pitch in LivePlan

Building your Pitch in LivePlan is straightforward. You’ll find a dedicated Pitch section in the LivePlan sidebar that breaks the process down into sections. As you work through each step, remember that you can return and revise at any time. LivePlan’s flexibility allows you to experiment with different narratives, visuals, and data points.

As you work through the Pitch building process in LivePlan, remember that your Pitch is the entry point to deeper discussions. It should spark interest and prompt your audience to want to learn more by exploring your full Plan. By blending clear visuals, an interesting story, strategic data, and thorough preparation, you’ll present a Pitch that not only resonates in the moment but also lays the groundwork for future engagement and growth.

For a step-by-step look at each Pitch topic (e.g., “Company Name and Logo,” “Headline,” “Problem Worth Solving”), see Preparing your Pitch. It also explains how to switch between bullet points and short paragraphs—LivePlan automatically saves your text if you switch from one style to another.

Step 1: Tell a Customer-Focused Story

Introducing your business idea by focusing on the customer’s experience can transform your Pitch from a list of facts into a memorable narrative. Rather than opening with product features or market statistics, illustrate a relatable scenario—one that shows a real problem people face. Connecting on a human level first creates empathy, pulls readers in, and sets the stage for your solution.

Because the Pitch is meant to be concise, you have a 300-character limit for each paragraph-style description. If that feels restrictive, consider summarizing your most compelling points and saving the longer narrative for your Plan.

Key Term: Problem
In a business context, a Problem is a need or gap in the market that your business aims to address. Identifying the problem highlights why your solution is valuable and makes your Pitch more persuasive.

How to Do This in LivePlan

Within the Pitch section, navigate to the Problem Worth Solving area. This is where you articulate the core issue your customers encounter. Consider questions like: What challenge does my target audience deal with regularly, and why is it significant enough that they’d pay for a solution?

Consider asking yourself: What challenge does my target audience struggle with day-to-day, and why is it pressing enough that they’d seek a solution? Write a brief, impactful paragraph that paints a clear picture. For example:

Meet Garrett McKenzie, owner of Garrett’s Bike Shop. Garrett’s customers often struggle to find quality bikes and reliable service in a market crowded with insider cycling experts. Many leave feeling overwhelmed, unsure how to get started.

This approach humanizes your problem, making it more concrete than abstract data points or business jargon. Remember to keep the language accessible and straightforward here, and throughout the Pitch. Avoid technical terms or acronyms that might confuse readers who are not yet familiar with your industry. By doing so, you ensure anyone can understand the problem at a glance, regardless of their background.

Example

For a bike shop focused on novice cyclists, avoid simply saying, “We sell high-quality bicycles.” Instead, turn it into a short story:

Garrett stands at his shop counter, facing yet another customer confused by conflicting online reviews. Some articles push expensive custom builds; others suggest race bikes. The customer is overwhelmed. Garrett’s Bike Shop solves this challenge by guiding cyclists to the perfect bike—no insider knowledge required.

This approach not only humanizes your problem but also encourages investors, partners, or customers to care about solving it.

Why It Works

Starting with a customer-focused story grounds your business in real-world challenges. Investors, partners, and customers see why your solution isn’t just another product—it’s a specific answer to a genuine need.

LivePlan Tip

Use LivePlan’s editing tools to refine your Problem Worth Solving area as your concept develops. If market research prompts a change in focus, adjust accordingly. Testing different angles or personas can help you find the most interesting way to articulate your problem statement.

Key Term: Persona

A Persona is a fictional character that represents a segment of your target audience. It helps you personalize your messaging by focusing on the customer’s perspective and pain points.

Step 2: Demonstrate Your Solution

After explaining why a problem matters, show how you solve it. This is your chance to highlight what makes your product or service both special and essential. Rather than listing every feature, focus on how your offering meets the customer’s needs. Emphasizing benefits helps your audience see not just what you do, but why your approach is right for them.

If you prefer using bullet points to describe your solution, keep in mind that each bullet is limited to 40 characters.

Key Term: Solution

In LivePlan, your Solution refers to the specific product, service, or approach you use to address the identified problem. A well-defined solution clarifies why your offering is valuable and sets you apart in the marketplace.

How to Do This in LivePlan

Go to the Our Solution section under the Pitch tab. Start with a short, clear description:

Garrett’s Bike Shop makes buying a bike easy for everyone. We provide expert advice, curated options, and free tune-ups, ensuring customers leave confident and ready to ride.

Use language that’s easy to understand—emphasize the tangible outcome for your customer. LivePlan’s AI-assisted features can help refine wording or generate additional ideas. You can also present your solution in a short list if that feels clearer.

Example

Continuing with the bike shop scenario, don’t just say, “We sell bikes.” Instead, highlight the transformation:

Before: Customers are overwhelmed by technical jargon and endless online choices
After: Garrett’s Bike Shop offers curated selections, expert fittings, and ongoing maintenance, providing stress-free cycling with the perfect bike.

This clarity shows how you move customers from frustration to relief, building confidence in your business.

LivePlan Tip

Revisit and refine the Our Solution section as your business grows. New features or customer feedback might alter which benefits you emphasize. LivePlan’s flexibility makes updates seamless.

Why It Works

Centering your Pitch on the solution ensures that readers fully grasp how you’re turning a problem into an opportunity. By clearly illustrating the transformation you offer, you’re not just making claims—you’re showing tangible value. This approach feels intuitive and reassuring, making stakeholders more inclined to trust that your business can deliver on its promise.

Focusing on the solution shifts the Pitch from “Here’s a problem” to “Here’s why we can fix it.” By placing the customer’s perspective front and center, you create a natural narrative flow. Readers see a logical progression: a real-world challenge, followed by a practical, value-rich answer. This storytelling approach not only maintains engagement but also builds credibility—showing that you’ve carefully considered how to deliver meaningful results, not just technical functionality.

Step 3: Highlight Your Target Market

Your Plan will explore market strategies and segmentation in detail. However, the Pitch should quickly show who you’re selling to and why they matter. Stick to concise descriptions or a clear, data-driven chart.

When adding target market segments, LivePlan calculates total market size based on the number of potential customers (prospects) multiplied by their annual spend. You can display up to five segments for a quick snapshot.

How to Do This in LivePlan:

In the Pitch section, find the Target Market page. Identify your primary segment (e.g., “Urban bike commuters”) and any secondary segments (e.g., “Suburban retirees,” “Eco-conscious families”). You can also enter estimated numbers of prospects and their average spend, which LivePlan converts into a pie chart.

Example:

Segment	Number of Prospects	Annual spend per prospect
Urban bike commuters	4000	$459
Suburban retirees	2500	$205
Eco-conscious families	1500	$619

LivePlan transforms these numbers into a chart that helps viewers see the market’s size at a glance.

Key Term: Prospects

Prospects are potential customers who need the solution your business provides. Estimating their numbers and spending habits in the Pitch offers a snapshot of your market opportunity.

LivePlan Tip:

Draw from your Market Analysis in the Plan to ensure consistency. This alignment between Pitch and Plan builds credibility.

Additional Best Practices:

• Keep it Simple: Present only a few key segments. Too many slices in your pie chart can make the data harder to interpret.
• Focus on Relevance: Choose segments that directly relate to your offering. If your product saves time, highlight segments known for having time constraints.
• Use Clear Names: Pick straightforward segment names anyone can understand at a glance. This keeps your Pitch accessible and easy to follow.
• Focus on relevance: Highlight details about your audience that connect directly to your solution. If your offering saves time, mention that your audience is time-strapped.
• Use accessible language: Define any terms that might be unfamiliar and avoid unnecessary jargon.
• Show you’ve done your homework: Even a brief mention of market size or growth potential can impress readers, as it shows you understand the landscape.

Step 4: Show How You’re Better Than the Competition

Even the top solutions face competition, so it's vital to highlight your unique advantages. Highlight strengths such as faster delivery, personalized service, innovative technology, or unique branding—anything that gives you an edge.

How to Do This in LivePlan

Navigate to the Competitive Landscape page in the Pitch. Click Add a Competitor, give it a name, and describe how your offering is better. For a bike shop, you might note:

Competitor	How our solution is better
Specialty bike shop	Welcoming, family-friendly space
Big-box retailer	Higher quality gear and expert advice
Online retailer	Ability to test drive and local repair

You don’t need to list every competitor—just the key ones that closely target your market.

LivePlan Tip

Update the Competitive Landscape as you learn more or refine your unique strengths. A new feature or a competitor’s shift in strategy can change your positioning.

Why It Works

Differentiation assures stakeholders you have a path to stand out and succeed. By articulating how you surpass existing options, you show an understanding of what customers value and how your model is designed to win.

Remember: Competitive Landscapes Change

In the mid-2010s, early electric scooter startups primarily pitched to venture capitalists captivated by rapid adoption rates, growth potential, and operational efficiency. The emphasis was on month-over-month user growth, geographical expansion, and supply chain optimization. These investors wanted to see if the company could quickly capture market share, move into new cities, and outpace competitors—scalability and speed were paramount.

Fast forward to today, and the competitive landscape has changed. As scooter-sharing has become more widespread and integrated into urban environments, the conversation has shifted. If you’re now pitching a scooter startup to a municipal government or a public transportation authority, the focus is different. Instead of highlighting only growth metrics, you’d emphasize how your scooters integrate with existing transit systems, improve citywide mobility, enhance safety features, and reduce traffic congestion. Whereas previous pitches centered on raw numbers and rapid scaling, modern pitches must also address the community’s well-being, sustainability initiatives, and compliance with local regulations.

Step 5: Funding Needs

If your company is seeking funding, this section is where you specify the amount you’d like to raise and explain how you’ll use those funds to reach your goals. Keep in mind that some countries have strict laws around soliciting investments. To stay safe, limit your description to the planned use of funds—avoid mentioning the equity, shares, or other benefits you might offer.

How to Do This in LivePlan

Go to the Funding Needs area within the Pitch and enter the amount of funding you're seeking. Next, briefly describe your planned use of the funds. LivePlan automatically rounds your funding figure to the nearest thousand. If this rounding isn’t exact enough, you can provide more detail about exact amounts in your Plan.

If you are not seeking funding, you can hide this section of your Pitch within LivePlan.

Example

We’re seeking $300,000 in seed funding to expand inventory, enhance our online booking system, and support marketing efforts for a new location in an underserved neighborhood.

Step 6: Sales Channels

Once you’ve outlined the problem, solution, market, competition, and funding needs, it’s time to detail how you’ll actually reach your customers. Identifying your sales channels not only shows investors and partners your go-to-market strategy—it also helps you understand the economics of your business model.

How to Do This in LivePlan

Navigate to the Sales Channels page within the Pitch section and describe each method you’ll use to sell and deliver your product or service. Possible channels include:

• Direct Sales: A physical retail location, e-commerce website, or catalog.
• Sales Team: Representatives who engage customers directly, whether in person or remotely.
• Intermediaries: Distributors, dealers, resellers, or other partners who help you reach a wider audience.

In this section, focus on the rationale behind each channel—why you chose it, how it fits your target market, and any unique advantages (e.g., fast delivery, exclusive partnerships).

Example

Using the bike shop scenario:

• Physical Storefront: Garrett’s Bike Shop downtown provides in-person service and fitting appointments.
• Online Store: A web platform offering inventory listings, customer reviews, and shipping options for accessories.
• Community Partnerships: Local cycling clubs and environmental nonprofits that promote group rides and events, driving more walk-in traffic.

LivePlan Tip:

If you have multiple channels, highlight how they work together. For instance, direct sales may build brand loyalty, while distributor networks can quickly expand your market reach. Balancing both can yield more stable revenue and broaden customer access.

Step 7: Introduce Your Team

Investors and partners know that a business’s success ultimately depends on the people behind it. Highlighting your team’s experience, skills, and relevant achievements reassures readers that you have the right professionals in place.

How to Do This in LivePlan

Go to the Team and key roles section of the Pitch. Add each key member, their role, and a brief background:

• Garrett McKenzie, Founder & CEO: Former cycling mechanic with ten years of experience.
• Hubert Wheeler, CFO: Accountant with 15 years of experience in sporting goods companies.

Remember to keep it concise, emphasizing credentials that directly affect your venture’s success.

Step 8: Marketing Activities

Attracting attention, building interest in your offerings, and converting prospects into customers are all essential parts of growing your business. In this section, you’ll outline your approach to online and offline promotions, advertising, partnerships, and any other strategies you’ll use to stay visible in the market.

How to Do This in LivePlan

Head to the Marketing Activities section of your Pitch and list the methods you’ll use to engage your target audience. Consider:

• Web Presence: Your website, social media profiles, and online directories.
• Online Marketing: Email campaigns, targeted ads on Google or social platforms, or influencer partnerships.
• Offline Advertising: Print ads, local radio spots, or community bulletin boards.
• Events and Trade Shows: Conferences, expos, pop-up shops, or sponsored gatherings.
• Partner Marketing: If resellers or dealers handle much of your direct outreach, explain how you’ll attract and keep these key partners.

Focus on showing how each marketing activity supports your sales channels and resonates with your target market’s habits and preferences.

Example

Using our bike shop scenario:

• Website & Social Media: Regularly updated blog posts, cycling tips on Instagram, and a product showcase on Facebook to drive store visits.
• Local Events & Sponsorships: Participating in weekend races, charity rides, and partnering with local outdoor clubs for group events.
• Print Advertising: A recurring ad in the local paper’s “Outdoors” section to capture the attention of casual weekend riders.
• Partner Promotions: Offering bike maintenance specials and in-store demos through gear resellers and local sports shops to keep brand visibility high.

LivePlan Tip

Stay consistent in your messaging across all channels. If you use social media to build excitement, ensure any event appearances or print ads echo the same themes, tone, and offers. This cohesion helps reinforce your brand in prospects’ minds, making them more likely to remember you when they’re ready to buy.

Why it Works

Effective marketing activities create awareness, align with customer needs, and encourage action. By focusing on both online and offline strategies—and by partnering with resellers or sponsors when it makes sense—you broaden your reach, build trust, and ultimately convert more prospects into loyal customers.

Presenting and Refining Your Pitch

Once you’ve completed each part of your Pitch—covering the problem, solution, target market, competition, revenue streams, team, and funding needs—it’s time to consider how you’ll present it. Even the strongest idea loses momentum if it isn't presented clearly and engagingly.

Hook Your Audience Early

Imagine this: a small business owner spends hours every week struggling to manage their finances, unsure if they’re even breaking even. Now, picture a tool that simplifies the process, saving them time and giving them clarity. That’s the difference your product can make.

Begin with a compelling statement, an interesting statistic, or a relatable story. Capturing attention within the first 30 seconds sets you up for an engaged audience eager to learn more.

Know Your Audience and Your Content

Start by imagining how you will deliver your pitch. Are you presenting to a packed room at a startup competition, sending a link to a prospective investor for review on their own time, or walking through the details in a one-on-one video call? The format and setting will influence how you emphasize certain points, the pacing of your presentation, and the amount of visual detail you provide.

• Stage Presentations: Focus on the big picture and keep it punchy.
• Email or Link Sharing: Ensure key points are immediately visible without relying on spoken explanations.
• One-on-One Calls: Be ready to answer spontaneous questions and delve deeper into metrics.

Create an Emotional Connection

A great Pitch does more than relay facts. It tells a story. By framing your business idea around the customer’s problem and the tangible impact of your solution, you make the audience care. Invite them to imagine the customer’s situation, feel the urgency of the need, and share in the excitement of the proposed solution. This emotional resonance not only makes your Pitch more memorable, it also sets the stage for a constructive conversation afterward.

Focus on Clarity and Accessibility

Keep it concise, avoid jargon, and use clean visuals. Every bullet, chart, or data point should serve a purpose. Invite follow-up questions or refer viewers to your detailed Plan for a deeper dive.

Practice, Practice, Practice

Rehearse your Pitch multiple times. If you’ll be delivering it in person or through a live call, say it out loud. Time yourself to ensure you can cover everything within your allotted window. Anticipate potential questions—how scalable is your solution, what differentiates you from a key competitor, how do you handle supply chain challenges—and prepare concise, confident responses. Being well-prepared shows respect for your audience’s time and signals that you’ve done your homework.

Be Honest About Your Challenges

No business opportunity is without obstacles. Investors and partners appreciate realism. You don’t need to dwell on potential pitfalls, but acknowledge them briefly and highlight your strategy for overcoming them. This transparency can build trust and credibility, showing that you’re prepared for the complexities ahead.

Adjust for Different Audiences

If you find yourself pitching multiple times to various groups, be ready to adapt. Investors might want more financial data, partners could need to know how your product integrates with their offerings, and customers might care most about ease of use and pricing. Tailor the emphasis of your Pitch accordingly, while keeping the core narrative consistent.

Refine and Update Regularly

Your Pitch isn’t set in stone. As your business grows, metrics improve, or market conditions shift, revisit your Pitch to keep it current. Even minor changes—like a fresh customer testimonial or updated cost-saving figures—can strengthen your message and reflect the latest state of your venture.