You constantly engage your power of persuasion at work — even when you aren’t aware of it.
Pitching ideas effectively is all about leveraging this ability to persuade. You’re likely already using this ability — you just need to harness it when learning how to pitch ideas.
What’s a pitch?
The dictionary definition of a pitch is “to throw something with a particular objective or toward a particular point.” When you pitch an idea, you do the same thing: you deliver a story that leads the listener down the path to your desired conclusion.
Successful stories follow the same template: a captivating introduction, an engaging climactic moment, and a satisfactory conclusion. A successful pitch uses this storytelling outline to persuade someone the presented idea is the best option. It immediately captivates an audience’s attention, explains a problem the listener cares about, and finishes with a solution and next steps.
What do investors look for in a pitch?
What investors want is a simple, data-driven drill-down on the math of your business—with a clear overview of your ideas. Here are the main criteria that investors will expect:
- Your idea—no idea, no pitch, and another “no” on your (probably) long list.
- Your USP (Unique Selling Point) — invented something investors want to know how you’re different.
- Financial projections
- A business plan—details on where the money is going, again the more granular the better.
- A top-notch pitch deck—it’s crucial that this is easily digestible and concise.
How to prepare before making a pitch
1. Identify potential investors
Before you craft your pitch, it’s essential to identify the right kind of investor for your initiative — especially when you’re building a social enterprise rooted in sustainability and community impact.
Your investor search should be guided by the nature of your project, the stage of growth, and most importantly, the values your venture upholds. This means looking beyond just funding — and finding partners who believe in your mission.
Here are some common types of investors to consider:
Venture Capitalists (VCs): Often fund scalable, high-growth startups. Some VCs now focus on impact investing, supporting businesses that balance profit with social/environmental returns.
Angel Investors: Typically high-net-worth individuals who invest in early-stage ideas. Many are looking to support visionary young founders creating sustainable change.
Personal Investors: This could be mentors, family members, or supporters within your professional network — people who believe in you as much as your solution.
Peer-to-Peer & Crowdfunding Platforms: These allow you to raise funds from a broad audience, often aligned with grassroots movements or community-driven causes.
Banks & Financial Institutions: Though more traditional, some banks have youth empowerment or green financing arms that support sustainable entrepreneurship.
In short, don’t just look for money — look for mission alignment. Your ideal investor should see value in your purpose as much as your pitch deck.
2. Understanding the New Reality: Today’s Investment Climate
Before you craft your pitch, it’s important to take a clear-eyed look at the current investment landscape — especially as a young changemaker or social entrepreneur working to build a sustainable Africa.
In today’s climate, investors are more selective than ever. Their priorities are shifting — from aggressive growth to sustainable profitability. They’re asking tougher questions, and they’re keen on ideas that minimize risk while delivering long-term value.
What’s also encouraging is a growing interest in underrepresented and impact-driven ventures, including those led by youth, women, and marginalized communities. Investors are looking for purpose, not just profit — and that’s where OMLA Fellows and other mission-aligned entrepreneurs have an edge.
But here’s the challenge:
The competition is fierce, and the window to impress is shrinking.
According to recent data, the average time investors spend reviewing a pitch deck has dropped from 2 minutes 46 seconds to just 2 minutes 20 seconds — a 20% decrease in attention span. Every second counts.
This means your pitch must be crystal clear, emotionally compelling, and impact-driven from the very first slide.
You’re not just pitching an idea — you’re pitching a solution that could transform communities and protect our planet. Make it count.
3. Sharpen your story: Know what you stand for
Now that you understand the mindset of today’s investors, it’s time to turn the spotlight inward — to your mission, your model, and your why.
When you’re in the room (or the Zoom), expect tough, direct questions like:
“Why this kind of business?”
“Why not pursue traditional funding like a bank loan?”
“Why choose me, specifically, as your investor?”
These aren’t just routine questions — they’re opportunities to show clarity, confidence, and conviction.
You need to know:
Where you are on your journey — early-stage or growth-stage?
What you’re seeking — pre-seed, seed, or scale-up funding?
And most importantly — why this investor fits your mission.
In other words: Understand your position. Know their priorities. Align your goals.
Your story is your strongest asset. It’s not just about money — it’s about shared values, long-term impact, and building a sustainable future together.
If you can’t clearly articulate why you do what you do — and how it fits into their vision — you’re not ready to pitch.
4. Back your vision with Market Research
A great idea is inspiring — but backed by research, it becomes investable.
To move your pitch from concept to action, your presentation needs to be grounded in real-world data. This not only boosts your credibility but also signals to investors that you understand the terrain and you’re ready to navigate it.