Mastering the perfect pitch

What investors really want to hear

Hosted by Oli Barrett, the session brought together:

• Louise Hill, Founder of GoHenry, who has successfully scaled and exited a high-growth fintech business
• Richard Bearman, Chief Development Officer at the British Business Bank, focused on improving access to finance for UK businesses
• Louise Doyle, Founder of Needi, who has raised venture capital while scaling a fast-growing gifting platform
• Ian Merricks, investor and adviser specialising in Series A and B funding
• Kieran Burke, representing Swoop, helping SMEs navigate funding options across loans, grants and equity

Together, they offered a rare behind-the-scenes look at what really happens when founders step into the room to pitch.

The discussion began with a simple but revealing question: Is funding essential to grow a business?

The audience was split. And that tells you everything.

Because while funding can accelerate growth, securing it is far from straightforward. It requires clarity, confidence and a deep understanding of what investors are really looking for.

You have five minutes. Use them wisely.

Investors do not wait around to be impressed. They make decisions fast, often within minutes.

So what loses them just as quickly?

For Louise Doyle, it comes down to balance: “It’s quite a Goldilocks situation. If you’re not confident enough, why would they invest? But if you’re too confident, it can feel high risk.”

Too cautious and you lack conviction. Too bold and you lose credibility.

Ian Merricks pointed to a more common issue: “Lack of preparation… VCs are trained to focus on the numbers, and they will get there really quickly.”

That lack of preparation shows up immediately. Vague funding asks. Unclear metrics. Numbers that do not quite add up.

And according to Kieran Burke, many founders fall at the first hurdle: “If you can’t articulate what you do quickly, you’re going to lose them.”

Add to that a warning from Louise Hill: “Waffle.” Too much of it, and your pitch loses its power before it has even begun.

Start with the problem. Always.

A great pitch does not begin with what you do. It begins with why it matters.

As Louise Hill explained: “You start with the problem. What are we fixing?” This is what anchors your story. It gives investors a reason to care. Without it, even the most innovative idea can feel directionless.

Show the numbers early

Vision might open the door, but numbers are what keep investors in the room, and they expect to see them early.

Ian Merricks highlighted how quickly credibility can slip: “We’re looking to raise £4 to £7 million… well, which is it?”

Uncertainty here is a red flag.

As Kieran Burke put it: “They’re not here to like you. They want to make money.”

That means being clear on revenue, growth, and your funding ask from the outset.

You are not pitching a business. You are pitching an opportunity

This is where many founders go wrong.

They focus on how great their business is, but forget what the investor is really thinking.

As Louise Hill put it: “You’re pitching how brilliant your business is and forgetting what the investor wants out of it.”

That is the key shift. Because, as Ian Merricks explained, that first meeting is not about getting a yes: “It’s a discovery… to see if you’re a good fit for their fund.” Investors are not just assessing your idea. They are assessing the return.

Know your funding route

Not all funding is the same, and choosing the right path matters.

Richard Bearman broke it down simply: “Debt is built on past performance… equity is much more about the future growth story.”

The most effective founders understand this and often take a blended approach. More importantly, they explore every option. As Kieran Burke advised: “Don’t blindside yourself to any one route.”

From startup loans to grants and SEIS schemes, there is more available than many realise.

Be honest about risk

It might feel counterintuitive, but acknowledging risk can strengthen your pitch. Investors expect it. As Richard Bearman explained: “Call out the risks early… and explain how you mitigate them.”

It shows awareness. It builds trust. And it makes it easier for others to back you internally.

Pitching is a skill. Treat it like one.

A strong pitch is not just about information. It is about delivery.

Richard Bearman said, “You’ve got to snap attention.” And the only way to improve?… Practice!

For Louise Hill, it is second nature: “I pitch pretty much every day of my life.”

From formal meetings to everyday conversations, every moment is a chance to refine your message.

So, what really attracts investment?

When it comes down to it, funding follows confidence.

But confidence comes from different places.

• Kieran Burke: “If you can show growth… that momentum will attract.”
• Ian Merricks: “Capital flows more easily to founders who have got choices.”
• Louise Doyle: “The best founders take people on the journey with them.”
• Louise Hill: “Capital still flows to the people who are best connected.”

The bottom line

There is no perfect script for pitching.

But the best founders tend to do a few things exceptionally well:

• They are clear
• They are prepared
• They understand the investor mindset
• They communicate opportunity, not just ideas

Perhaps most importantly, as Ian Merricks reminded the room, “you are the opportunity. You’re the thing they’re looking for.”

Get that right, and everything else becomes a lot easier.

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