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Table of Contents
Why do Pitch Videos work?
Why make a video?
What does your video need to
have in it?
Equity Crowdfunding FAQ
Part 1 -
Part 2 -
Part 3 -
Part 4 -
Part 5 -
Part 6 -
Investors are very time poor. This means it’s imperative
to grab their entire attention, and hold it, while you tell
your story. And what better way to do this, than with a
Kickstarter statistics have shown that a project with a
video is 147% more likely to reach its funding goal,
than a project without a video.
When investing in businesses for equity, investors are
effectively betting thousands of dollars on your team
and vision. They’re betting not only money, but time as
well: time to perform due diligence, time to keep tabs
on your business over the coming years, and time until
they may (or may not!) see a return on their investment.
The stakes are bigger, so your Pitch can’t just be good:
you need to knock it out of the park to inspire
confidence in investors.
To help, we’ve put together a guide to creating a great
Pitch video, to capture potential investors’ attention and
get them excited about your business, and confident in
Why is there such a radical difference between the
success rates of capital raises with videos and those
without? Differences in capital raising success rates can
be attributed to a number of different factors:
1. A video, especially featuring you and your team,
helps investors engage with your business on a
As humans, we’re hardwired to respond to faces,
emotion and other people. By showing a human
element to your business you can begin to establish
a relationship with potential investors, and engage
them with your vision.
2. A video confers legitimacy to a capital raise.
Putting not only your name, but your face, to a
capital raise makes the project appear much more
legitimate to potential investors considering giving
their money to a stranger. The production value can
especially impact on how an investor sees your
3. A video requires full attention, so people engage
better with them.
A good video can command an investor’s full
attention for as long as they’re watching. This
means that you have an opportunity to hold an
investor’s attention, captivate them with your
revolutionary idea, and ultimately, sell your team
and your business.
4. A video demonstrates your commitment to the raise
and the business.
Your video and your Pitch is a direct reflection of
your business. A well produced video will prove to
investors that you’re serious about raising capital
and serious about building and marketing a great
What does your video
need to have in it?
The purpose of your video is to get investors enthused
about your capital raise, and so needs to address a
couple of key areas. Your video isn’t a traditional
kickstarter video: you’re not only selling your product or
service, but your business model as well.
Think of it as a compelling executive summary, in video
form. Here are the topics we suggest you cover:
Your ‘Why’, The problem and your solution
Outline why you started the business, your passion and
your vision. Move onto the problem you found, and your
solution. Doing this as a story can create a memorable
experience that investors will remember, and help them
connect with you and your brand.
The target market and your Unique Selling Proposition
Next, talk about who your target market is, and why you
think these people will want your product or service.
Discuss your unique selling proposition (your “unfair
advantage”), and how that will help your business
Make sure you clearly communicate to investors the
market opportunity, and how your business is uniquely
poised to take advantage of it. How big is the market
size, and how much of the market can you segment?
Sales, Revenue & Business model
Briefly discuss how you plan to make money from your
distinctly competitive product or service. This is
especially important for products or services with
unconventional business models. Don’t go into too
much detail, this should be adequately covered in your
Traction - Customers & Partners
Talk about what traction you’ve already experienced.
Discuss any large milestones or metrics that show that
you’re onto a winner, such as customers and sales. Also
mention any partners or mentors who will add
credibility & rapid growth potential to your business.
Team, Advisors & Directors
Quickly introduce your team and their experience, as
well as your executives and advisors. Outline how their
experience and passion will lead your business to
Use of funds
Discuss what the money you’re raising will be used for.
Knowing there’s a plan in place, investors feel
comfortable their money will go a long way and ensure
Now you know what your video needs, let’s talk about
how to go about it.
Presentation: it’s not what you Pitch, but how you Pitch it.
1. Put some effort into the production of your video:
Your video doesn’t need a million dollar budget, but
it should be professional and high-quality. Camera
phones won’t cut it anymore. We recommend you
get your video produced professionally.
2. Be enthusiastic!
You’re changing the world and disrupting the status
quo - be excited! You want your investors to see
your passion and get excited too.
3. 90 seconds is golden for a Pitch video:
Your video should be about 90 seconds long, which
is the optimal length for communicating with
time-poor investors. Aim to get
your investors interested, you
want them to get back to you
with a list of questions, begging
for more information.
4. Make your thumbnail interesting!
The best video in the world is no use if nobody plays
it! Make your thumbnail interesting and inviting, so
people want to click play on your video.
5. Use YouTube annotations to guide your audience to
YouTube is one of the best tools around for getting
investors to your Pitch. Use pop-up annotations with
links to your Pitch Deck to get maximum bang for
Here’s how we use annotations to keep viewers engaged,
and remember, by constantly linking back to your
resources, they’re more likely to consume your content.
Connect with your audience.
1. You’re the star!
When investing in a business, investors are not only
placing their faith (and money) in the idea of your
business, but also the team behind it. Starring in
your own video and connecting with investors on a
more personal level will help them trust you.
2. Professional, but not boring:
Investors are largely investing in their free time, as
a side-project or a hobby. They don’t want to sit
through another boardroom presentation. Make your
video professional, but also exciting and inspiring.
3. Be true to your culture
You’re not just looking for a dollar, you’re searching
for a long-term partner. A good investor will need to
work alongside you and your team to
maximise value, so you should
give them a good sense of the
company culture they should
4. Call them to action!
A Pitch video with no call to action is just
entertainment. End your video with something like
“come learn more about our journey” and an
interactive link or button to take them to your site,
to convert your viewers into investors.
Get your point across.
1. Tell a story:
The human brain has developed to remember
stories better than facts and figures. Weave your
product or brand into a story about real people that
investors can connect with.
2. Focus on benefits, not features:
A good salesperson will tell you what it does, not
how it does it. Whilst details are important,
outlining the big picture will always be more
important to investors.
Q: “What can and can’t I say about my Pitch to the
A: In Australia, the Corporations Act says that there is a
ban against general solicitation when promoting your
Pitch to the public. This means that an offer of equity
for sale can not appear in your Pitch, but information on
how you will use the new funding is okay. This is not
legal advice and if you have any questions or concerns
about the content of your video being in breach of the
law, you should seek independent legal advice.
Q: “What information should I provide before and after
A: Before an investor decides to invest in your company,
you are required to provide a detailed strategy on how
you plan to use the money, as well as a host of other
financial information, which should be included in your
Pitch Deck. After investing, you will be required to
routinely share information about how your business is
We hope you enjoyed our guide to creating Pitch
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