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• Introduction
• Idea Generation
• Market Research
• Marketing & Branding
• Financial Literacy
• Financial Literacy II
• The Pitch & Storytelling
• Business Planning
• Legal Considerations

Not every investor is the right fit for your business. Instead of trying to convince people to believe in your mission, seek out those who already do! We asked several entrepreneurs and folks with small business finances for their advice and all of them agreed on this. Not everyone is an investment opportunity. Be focused and targeted in seeking investors.

• Who Has the Money & Who Wants to Give It to You? Understand the landscape of investors who align with your field.
• Find & Connect with your people: Who do you naturally resonate with?
• Who Can You Be Supportive of? Relationships are a two-way street—how can you provide value to potential investors?

Example:

Rather than going straight to a bank to ask for a loan, HC/DC decided to ask friends and family members who know how much this business means to us if they could start with small investments in our company that we will pay back with interest. Small investments means that people who care about me and my ideas will have a chance to participate without feeling like they have to give more than they are comfortable. It also means more people can get involved!  They get to feel good about helping our small business and we get to show them how hard we will work to return their investment (and probably throw in a discounted hot chocolate!)

However, that wasn’t enough to get us started with the business. We remembered we know someone who owns their own bakery. This is someone that also wants to serve love to others through food! They make all their products with local ingredients, too! So, we know we share the passion for wholesome, quality food and beverages. We thought they might appreciate the opportunity to use our delivery service to get their baked goods out to even more customers! Might be a mutually beneficial investment.  

 Taking a Breath & Getting Grounded

Before engaging in a pitch, take a moment to breathe and get grounded. Presenting your vision with clarity and confidence starts with being present in the moment.

• Practice! It always helps to practice, practice, practice. While you don’t want your pitch to sound over-rehearsed and robotic, the more you practice with the words you want to use, the more likely they are to stick in your brain when the nerves in the moment kick in! We recommend practicing in front of a mirror and definitely out loud to practice hearing your voice say these words and having to make some eye contact when you pitch.
• Pause & Breathe: A deep breath or two can help to calm nerves and center your thoughts. By grounding yourself, you cultivate confidence, authenticity, and a stronger connection with potential investors.
• Stay Present: Focus on the conversation rather than worrying about the outcome. Remember, its just two humans talking to one another. No one is perfect and no one is right all the time. You’re going to do your best in this moment and that’s enough.
• Visualize Success: Imagine a positive interaction before stepping into your pitch.
• Connect to Your Why: Remind yourself of your mission and the impact you aim to create.
• Don’t overwhelm your audience with being too eager. It’s a conversation, not a commercial!

The Power of Listening

Before pitching, listen first. Understanding your investors’ goals and interests allows you to frame your pitch in a way that resonates with them. Remember, it’s a conversation. We don’t start conversations with how awesome we are and everything that matters to us. We start with saying hello and connecting with the other person.

• What Do You Have in Common? Identify shared interests and values.
• What Can Go Wrong? Investors want to know the risks—be honest and prepared with solutions.

Example: Hey! My name is _____ and I’m starting up a hot chocolate delivery company! I’ve been inspired by businesses like yours that prioritize fresh and local ingredients and create a cozy, family-owned environment. I’d love to learn more about what that process has been like for you? What’s your favorite part of what you do? What has been the hardest?

Thanks for sharing with me. It is really helpful to hear from a business owner that has such a similar passion for their work. Right now, my biggest challenge is start-up funds. I have several investors that are supporting about 60% of my costs. However, I’m still looking for investors to support with the remaining costs. Would you be interested in hearing more about my business plan and seeing if there’s a way we can offer you a return on your investment that you would find worthwhile?

Great! Let’s start with the market analysis…..and end with an idea to deliver your baked goods along with my hot chocolate and see if we can broaden your market and increase your profits at the same time?

An Important Note on Trauma-Informed Pitching

Approaching the pitch with a trauma-informed perspective means being mindful of power dynamics, personal histories, and the emotional aspects of money. Many of us have intersectional identities that do not enjoy much privilege, if any. Many of us come from backgrounds that have created challenges for us in navigating the world. Surviving these challenges and overcoming hardship is often part of the motivation that gets us to successful moments! It’s the fire that keeps us going on really hard days – knowing that we don’t want to go back to a place we’ve been or we want a different experience for our families. This is an important part of individual identity and potentially an important part of your business. Because of this, its important to be clear on the difference between being vulnerable and “trauma-dumping.”

• Vulnerability: Sharing personal challenges and growth in a way that supports your mission and creates connection. It is intentional and constructive. It is not your whole life’s story, all the hard things that have ever happened to you, or why you deserve more opportunities in life and it is the listener’s responsibility to make it right.
• Trauma Dumping: Oversharing deeply personal or unresolved experiences without considering the emotional burden it places on the listener. Trauma-dumping is not asking for support nor ignoring all the hardships you’ve overcome and how they’ve shaped you.

Learn about how to communicate your struggles in a way that isn’t overwhelming to yourself or the audience you’re speaking to. Take a breath, get grounded. It is brave to put yourself out there and talk about your story! You can always revisit the resources offered in the Wellbeing & Entrepreneurship unit if you If you find yourself trauma dumping more often than you intend to, if you’re interested in getting support to process experiences or just need someone to talk to on a hard day.

Depending on the context, your pitch will take different forms. Here are four key types:

1. Elevator Pitch (1 Minute or Less) Named for the kind of quick and impactful summary of your business designed to capture interest in under a minute – or between floors on the elevator.

• Keep it concise – said differently, keep it short and sweet!
• Focus on the problem/issue, solution, and why it matters to your listener.
• End with a strong hook or question.

Example: Have you ever felt like store-bought hot chocolate is just too sweet and artificial? That’s exactly how my Nana felt when she started making hot chocolate from scratch, using real cocoa and local, organic ingredients. Inspired by cozy mornings in her kitchen, HC/DC is bringing that homemade, real-flavor experience to the streets. We craft rich, steamy cocoa in the winter and refreshing frozen hot cocoa in the summer—all served from our charming bike cart at events, parks, and gatherings. It’s simple, pure, and made with love. Do you want to experience hot chocolate like never before?

2. Conversational Pitch (Casual & Personal)

Used in one-on-one settings such as coffee chats or lunch meetings.

• More vulnerable and relational.
• Tailor it to the investor’s interests.
• Ask open-ended questions to engage in meaningful discussion.

Example: So, here’s a little story behind my hot chocolate delivery business. Growing up, Nana’s kitchen was always filled with the rich aroma of real cocoa and warm spices—her homemade hot chocolate was love in a cup. She refused store-bought cocoa, saying it was too sweet and full of things we didn’t need in our bodies. Inspired by those cozy mornings with Nana, I started this mobile hot chocolate company to bring that same experience to people. We craft everything from scratch with local, organic ingredients and we deliver it on a bike to keep things fun and eco-friendly. Whether it’s our comforting, steamy cocoa in the winter or frosty, refreshing frozen cocoa in the summer, we’re serving love, community, and a little extra warmth (or coolness) in a cup. Have you ever had cocoa that actually tastes like real cocoa in a mug that only you will experience? What do you think would make a business like this stand out?

3. Polished Pitch (Data-Driven & Professional)

Used for interviews, articles, and investor meetings where facts and figures matter. This is when you bring the business plan.

• Include statistics, market research, and impact metrics.
• Structure your pitch with a clear beginning, middle, and end.
• Showcase testimonials or case studies.

Example: We bring the magic of hot chocolate to you, no matter the season. Inspired by cozy winter mornings with Nana, we craft the perfect hot cocoa in the colder months and cool, refreshing frozen hot cocoa in the summer—all served from our charming bike cart at events, parks, and gatherings.

In winter, our hot chocolate is the ultimate comfort—steamy, rich, and perfect for warming up on a chilly day. When summer arrives, we switch gears, offering a frosty twist with our frozen hot cocoa—a deliciously cool treat to beat the heat. We’ve done our market research and even found a business partner – a local bakery – to join us in this endeavor. We’re excited to show you why our competition can’t match what we can offer, in quality, price, nor experience.

With each cup, we’re not just serving hot chocolate—we’re serving love, community, and a little extra warmth (or coolness) in a cup. So when you see our bike cart rolling into your next event or park, come grab a cup and make your day a little sweeter.

4. Digital Pitch (Online & Scalable)

Used for email outreach, social media, and digital presentations.

• Create an engaging pitch deck for virtual presentations.
• Use storytelling through video and graphics.
• Storytelling on social media: Keep written pitches clear, concise, and action-oriented.