Deliver a Killer Startup Pitch in 5 Minutes

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SDS 072: Deliver a Killer Startup Pitch in 5 Minutes

Hey! thank you for reading issue 072 of Startup Definition Sunday (SDS). You can read past issues here.

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Now to Today’s Issue

I just got back from the Moonshot 2025 conference in Lagos, and wow, what an inspiring experience. I had the honor of co-judging the pitch competition alongside two brilliant minds. Founders had just 5 minutes to pitch their startups, followed by no more than two sharp, well-answered questions. It was a high-energy microcosm of what founders face daily when pitching to investors.

Here’s what stood out: Some founders nailed their pitches by getting straight to the point, while others struggled to clearly articulate their vision in such a short time. After catching up on sleep with two full days of rest back in Nairobi, I reflected on the conference. Those reflections inspired today’s issue: a guide to help you deliver a killer 5-minute pitch.

If you're an early-stage founder looking for your first check and still building traction, this tactical guide will help you grab investors’ attention. Follow this framework, and you’ll hit the key points that matter most.

1. Start With the Problem (1 Minute)

Begin with a clear, compelling description of the problem you’re solving. Use a relatable story or a striking data point to make it real and urgent.

Example: “40% of small businesses in Africa fail within their first year due to lack of access to affordable working capital. This isn’t just a financial issue. It’s a barrier to economic growth, job creation, and innovation across the continent.”

Why it matters: Investors need to understand the problem immediately. If this part doesn’t resonate, the rest of your pitch won’t land.

2. Present Your Solution & Value Proposition (1 Minute)

Once you’ve set the stage, explain how your startup solves the problem. Be clear and succinct about your product or service, and emphasize what makes it unique.

Key tip: Avoid getting lost in technical details; focus on the outcome your solution creates.

Example: “We’re building an AI-powered lending platform that provides microloans to small businesses within 24 hours. Our proprietary credit assessment model uses alternative data, like sales patterns and inventory turnover, to approve loans faster and more accurately than traditional banks.”

Why it matters: Investors want to know how your solution works, but more importantly, why it’s better than what’s currently available.

3. Showcase Early Traction & Market Opportunity (1 minute)

Even if you’re at an early-stage, highlight proof points that validate your idea. This could include pilot results, early users, or partnerships. Pair this with the big-picture market opportunity to show your potential for scale.

Example: “In our first 3 months, we onboarded 500 businesses and facilitated $50,000 in loans with a 95% repayment rate. The SME lending market in Africa is valued at $300 billion annually, and we’re targeting underserved markets where traditional banking fails to deliver.”

Why it matters: Numbers, even small ones, build credibility. Highlighting early traction alongside a massive market opportunity shows your startup’s potential.

4. Address the Competitive Landscape (1 Minute)

Investors want to understand why your solution stands out in a crowded market. Use this time to acknowledge your competitors and explain how your approach is different (and better).

Key tip: Avoid bashing competitors. Instead, focus on your unique advantages.

Example: “Unlike traditional banks, which rely on rigid credit scoring methods, and existing fintech competitors, which often have lengthy onboarding processes, we prioritize speed and accessibility. Our AI-driven model approves loans in 24 hours, and our tailored repayment terms reduce default rates, making us the go-to option for small businesses.”

Why it matters: Ignoring the competitive landscape makes you look naive. Addressing it head-on shows you’ve done your homework and have a clear differentiation strategy.

5. Highlight Why Your Team Is the One to Win (30 seconds)

Investors bet on people. Use this time to explain why your team has the skills, experience, and insights to execute better than anyone else.

Example: “Our team combines deep expertise in fintech and firsthand experience with small business challenges. I led credit risk teams at a top African fintech for 5 years, and my co-founder scaled her family’s retail business, giving her a unique understanding of SME pain points. Together, we bring the perfect balance of technical expertise and customer empathy.”

Why it matters: A strong team with relevant experience and complementary skills reduces investor risk. Show them you’re the right people to back.

6. End With the Ask (30 Seconds)

Finish your pitch with a clear and specific ask. Be concise about what you need and how you’ll use it to achieve your next milestone.

Example: “We’re raising $250,000 to expand our platform, onboard 1,000 additional businesses, and grow our lending capacity to $2 million over the next 12 months. We’re also seeking partnerships with fintech players to accelerate our market entry.”

Why it matters: A vague or overly ambitious ask can turn investors off. Keep it focused and actionable.

My Two Pesewas

The best pitches feel effortless, but they’re the result of intense preparation. Practice until you can deliver your pitch confidently, without rushing or stumbling. And remember: Clarity beats complexity every time. Use this framework to refine your pitch, and let me know how it works for you.

If you found these tips helpful, share this with a fellow founder who’s preparing for their investor pitch. Let’s help more founders secure their first check!

That's all for today. As always, thank you for being an engaged reader. Let me know your thoughts on this issue.

Until next time,

Jasiel

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