The document provides guidance on the key elements to include when pitching an investor, including an elevator pitch summarizing the problem, solution, and value; validation of the product-market fit and addressable market size; description of the revenue model and unfair competitive advantage; marketing plan; and financial projections along with justification of assumptions. It emphasizes beginning with the most important details, demonstrating traction or customer validation where possible, and ensuring the listener understands the problem being solved and the solution.

1. Investor pitch
content and
structure
Topi Järvinen
Nestholma Venture Accelerator

2. Tell the most
important part first
Confidential2

3. Confidential3
Elevator pitch
• Make sure that it gives all the
essentials and makes them want
to hear the details. The investor
may only listen to this!
• If you have traction, talk about it!

4. Confidential4
Problem
• Give validation that the problem
exists
• Is the problem big enough?
• Don’t over-do this, but make sure
that the investor can understand
what you are solving and why

5. Confidential5
Solution
• What is it and what are the
benefits?
• Include a "demo": screenshots,
short video or something that
makes it crystal clear what you
are doing

6. Everything else is based on
understanding the
problem and solution
Confidential6

7. If the listener doesn’t get these,
they’ll stop listening to you
Confidential7
Elevator pitch
Your value Problem Solution

8. Confidential8
Market and
customers
• How have you validated the
product market fit?
• Customer testimonials (a short
video is always great)
• Market size (your real
addressable market!)
• Regional go-to-market
priorities?
• Distribution channels to reach
the customers (addressable
market)?

9. Confidential9
Revenue model
• How will you make money?
• What value are your customers
paying for, how much and often
and who are your partners?
• Delivery mechanisms
• Main points from your canvas
(emphasize what is unique)

10. Confidential10
Your unfair
advantage
• IPR, proprietary tech, people,
unique experience, deals
• Be critical! It really has to be
something unique or don’t say
anything. Not everyone has this,
and it’s not a problem

11. Confidential11
Marketing plan
• How will you reach your
customers?
• What channels, cost etc.?
• What is the growth engine in
your own product?
• Not just a list of the obvious
channels but what’s your recipe
for success

12. Confidential12
Positioning
• Why are you better, i.e.,
differentiate?
• Usually a 2x2 matrix works the
best. It should somehow relate to
the customers’ problem(s) you
have presented earlier

13. Confidential13
Numbers
• Basic cash-flow estimate
• Be prepared to justify your
predictions (deals, traction etc.)
• In B2B business you can use your
validated sales funnel (history
and predictions) to justify the
numbers
• Not just excel fantasies: has to be
something you’ve validated or
explain how you’ll validate them

14. Confidential14
Team
• Explain why you have the perfect
mix of people and a good way of
working
• Keep in mind that this includes
also you advisors, board of
directors etc.

15. Confidential15
Roadmap and
money
• Timeline that shows what you are
going to do and how much
money you need for each step
• Pay attention also to working
capital needs if your solution has
hardware (BoM) unit costs

16. Confidential16
Last words
(value prop)
• end with your value prop
• don’t waste time/space on
Thank you’s or contact
details. They’ll find them if
needed.

17. Contact
Topi Järvinen
+358 40 754 3131
topi.jarvinen@nestholma.com
http://www.nestholma.com