Being in the spotlight delivering a pitch can be stressful and, when you think you’ve got through it, then comes the quick-fire questions at the end. Though, pitching under pressure does not need to be stress-inducing. Prepare well and you will be able to answer with clarity and composure. We caught up with David Beckett – who will be at SBIC for the Pitch to Win masterclass on 26 Nov – to get a preview of the upcoming session. Are you an early-stage startup preparing to present your business idea or an entrepreneur getting ready to talk to investors or customers? Or maybe you are just wishing to polish up your presentation skills? Read on for insights and top tips. Register now
Are you an SBIC community member? Get link from Slack to reserve your place!
Staying ahead of pitching conventions
David Beckett will arrive at SBIC to deliver the masterclass on 26 Nov with a wealth of experience. He has trained more than 3000 startups and conducted over 1300 workshops – the event on 26 Nov will be #1313. His early career began with managerial and director roles at Canon, at a time when those early corporate norms were used to long presentations. That is not the case in the startup world, which favours brevity and focus.
David’s initial interest in establishing himself as a pitch coach stemmed from observing how presentation quality impacts confidence and careers. Over time, he has shifted from merely defining a “good pitch” to building methods that help founders construct their own pitches and gain confidence. The approach centres on empowering founders with a thinking framework and steps to find their own story and not to depend on the trainer to script the content.
Being able to prepare and adapt pitches independently is the goal, while being confident to utilise the latest tools, such as artificial intelligence (AI). The last 18 months have seen AI dramatically influence how pitches are created and David has tips for staying on top of this. The differences in coaching early-stage versus later-stage founders are also highlighted, alongside the enduring importance of human connection in pitching. Even if you have participated in previous pitching workshops, the upcoming masterclass is going to offer you something new.
INTERVIEW WITH DAVID BECKETT
Welcome back to SBIC, David. A lot has changed since you were last here, not least that the number of startups you have trained since your last visit to SBIC 8 years ago has almost doubled (700 then compared with 1300+ now).
What has been your main learning since your last visit?
One thing that never changes is that people decide with people – human connection is still the decisive factor. Despite technological advancements, decisions are ultimately made in human-to-human interactions. The “gold dust” occurs when a person stands in front of another, communicating clearly and responding to questions. Technology can assist in preparation and structure but cannot replace the live interpersonal exchange required to persuade and secure support.
What technologies are influencing the approach to pitching (or pitch training)?
The impact of AI on pitch creation is undeniable. There are benefits of using AI tools and just don’t lose sight of the risks – the key is to use AI smartly. These tools can help with rapid pitch creation, significantly reducing the time taken to draft content. The developments have been most notable in the past 18 months and startups are making use of numerous agents to support their tasks. However, be aware of the risks of using AI. If you skip the critical thinking needed to answer investor questions credibly, it will backfire.
Founders must own their pitch. Use AI to speed up the process but make sure the final narrative is entirely your own so you can handle the Q&A with authenticity and confidence. The goal is to leverage AI for efficiency while preserving human-led reasoning, rehearsal and ownership of the story. Always validate that the AI-structured narrative aligns with your real traction, customer insights and strategy.
How do early-stage startups differ from those at the TEDx-talk stage?
Personal conviction and vision matter at both stages. Early-stage teams often struggle with what to prioritise and what to omit. They must establish the importance of the pain/problem and validate their solution with early customer insights. It is key for them to put emphasis on clarifying the main topics, as well as demonstrating problem significance and articulating early validation steps.
For those at a later stage there should be a different focus. More advanced teams need to work on delivery to maximise impact. They can do this by making the story personal, adjusting emphasis and energy, and refining word choice and gestures. They should talk more about proof (traction, results) and can credibly articulate a bigger vision – how much larger the opportunity could become – grounded in achieved milestones.
What are your key tips to startups preparing to present to investors?
It doesn’t matter what stage you are at, the core investment priorities remain the same. Investors care most about whether a startup: addresses a huge unsolved problem (pain); is delivering something compelling (product); shows traction and customer engagement (proof); and is led by a strong team (people).
These key pillars are known as “the four Ps” and are the key fundamentals presenting to investors. They serve as the starting point for any investor-focused pitch, guiding what to emphasise in the first 30–60 seconds to capture attention and establish professionalism and relevance. You could then go deeper into the business model, the total addressable market and go-to-market strategies, along with technology details and any further team insights. Emphasis should be placed on making short and focused statements, aligning content to what the audience cares about. Be sure to prioritise key results over process.
Which areas should startups focus on when preparing their pitch?
Begin by identifying who the audience is and tailor content to their interests. Define a clear objective and call to action for whoever you are presenting to, whether it be customers or investors. Recognise time limits and remember that audiences form impressions within the first minute, so you need to capture attention quickly with the most relevant information.
Once you have crafted your basic pitch, you can adapt it for various scenarios. Build versions of the story for different lengths, ensuring the first half-minute signals professionalism and value. Lead with the four Ps aligned to the audience’s context.
Thanks David and we look forward to seeing you on 26 Nov!
Look out for the follow-up article coming in early November with further tips.
Registration is open now and there is no pre-work is required; participants should simply think about their next real pitch scenario.
SPEAKER PROFILE
David Beckett is an international pitch coach at Best3Minutes and has extensive experience helping entrepreneurs and companies to win business and investment. The startups he has coached have raised over 500 million euros and he has delivered over 1300 pitch workshops in 35 countries. David has also trained more than 44,000 professionals, as well as over 30 TEDx speakers. He is the creator of The Pitch Canvas and author of the books Pitch To Win and Blue Moon Pitch.
GOOD TO KNOW:
The event is open to all. It is free for ESA BIC Noordwijk incubatees and those in the SBIC community: coaches, members and partners (check the Slack channel for your link). If you are not in our community yet, sign up for membership here! Students can get 50% discount when registering for this event. Get in touch using your institution’s email address.
