Why the Pitch is Important?

In Entrepreneurship by Guest Author11 Comments

[Guest article by Indus Khaitan, Partner at theMorpheus. Indus shares wonderful tips on improving ‘the pitch’.]

What’s a pitch? It’s a short presentation, which talks about your startup in less than 10 minutes. The pitch could be in the form of a presentation along with A/V in front of crowd. Or done in a meeting room setup for just 2 prospects. A pitch may also be in the form of a sit-down discussion to prospective employees or investors. Why it is important? Simple answer. No product or service can be sold better unless it is marketed even better.

Couple of months ago, while speaking at a business planning workshop, I was confronted by a senior academician on the subject of delivery of the content, rather than the content itself. The question came up when I gave a very candid feedback about one of the presenters after he delivered his ‘pitch’ in front of me and the rest of the audience. I stuck to the guns of the importance of delivery and said:

I strongly believe that the pitch is super important. Why?

  • You are convincing an audience to believe in your product
  • We are living in a hyper-competitive world. Unless you are able to communicate, your message remains confined to your vocal cords
  • If you as an entrepreneur can’t deliver a 5-minute pitch, how would you talk a customer into buying your product

Let’s take the perspective of the audience. The audience may have your prospective customers, investors, employees. In today’s hyper-competitive and noisy world, they get bombarded with marketing message all the time. Customers are inundated with options for various products, investors are bombarded with offer to invest. The best idea is to convince them when they have your attention as an audience.

The content is equally important. It happens all the time that the messenger delivered an excellent pitch, but the content is weak. Sure, for the uninitiated, who may not understand the content, may get hypnotized by the delivery, but it does not go beyond that pitch.

Moreover, presentation skills to get the job done are very acquirable. Here are some quick tips:

  1. You have to start practicing. If you suck at it, then you need at least 20 hours of face-time with an audience to get better and stop being perceived like an idiot
  2. Go to Barcamp. Propose a session. Barcampers are forgetful, they see all sorts of presenters all the time! I personally have done sessions since 2005 and each subsequent was 5x better than the previous one.
  3. Call up a college and tell them that you want to do a 1-hour session on some random topic of your choice. Don’t worry, students are forgiving
  4. Record a 30-second greeting on your phone. Play it back. Even better, record yourself on camera, play it back, get embarrassed and fix it. Show the recording to friends you trust, take their feedback
  5. Organize a karaoke at home. Call at least 2 common friends, you have never met. Sing.
  6. Even simpler–Call up the customer service of a company. Towards the end of the call, ask for feedback, how fluent your English was. Not joking. Try it. Works.

You don’t have to be Guy Kawasaki to hypnotize the crowd–Instead, simply someone who stands comfortably in front of other people and is able to articulate the business.

What’s your take?

Also Read : The Art of Story Telling.


  1. Sagar

    Well articulated post, Indus!
    Public speaking (even statistic wise) remains one of the highest feared area. No doubt, the mantra is- practice, practice and practice even more.

  2. Pratyush

    Hi Indus – great post on an oft neglected skill. I think Bill G or Steve B had once said that you can never prepare enough for a presentation (without any puns intended at the BSODs during their demos). Even the great Steve Jobs upwards of 4 hours to make sure those “natural” expressions come out right.

    When one is selling one’s dreams – the startup – I guess the least one can do is prepare well and give the best pitch.

    1. Indus Khaitan

      True. The delivery part is ignored mostly and as Indians we focus much on content.

      As college going scientists, we hated people who acted ‘shyana’ / ‘smart’ ‘coz we always thought that an Einstein with Hawaii-chappal and a half-shirt will win the world.

  3. Arvind

    Sweet. The post brings me to a question: Can web entrepreneurs who are not communication savvy NOT be entrepreneurs at all?

    Is that a “barrier” or a hurdle?

    – Arvind

  4. Pratyush

    @Aurobindo – I think the answer is simple. Presentation is a 100% learnable skill – like you learnt for IIT JEE. I think that is precisely the point Indus is trying to make here. It is a handicap – which can be overcome.

  5. Raxit Sheth

    >>No product or service can be sold better unless it is marketed even better.
    excellent !

    >>5-minute pitch
    tooo long :) just a tweet is enough

    >>barcamp and other stuff
    yes, it really works

    Not the pitch but interaction is more imp, but if your pitch is correct whether it is tweet, fb status update or phone call or simple webpage, you will observer interactions…even from VC folks/customer/friends and timepassers !

      1. Raxit Sheth

        Yes. all are imp. and more imp. interacting with them. Daily getting 4-5 calls from timepassers but still i need to listen to them, interact with them and find more idea/people/execution/advice.

  6. Ankit Maheshwari

    “Even simpler–Call up the customer service of a company. Towards the end of the call, ask for feedback, how fluent your English was. Not joking. Try it. Works.”

    Brilliant. You can always bet on Indus to bring out the most innovative and best jugaads which really work. :)

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