Putting together a business idea pitch can feel exciting in the moment, but excitement alone won’t tell you if there’s a market waiting for you. You need to do some important work before you share your idea with potential stakeholders.
Validating a business idea is the process of testing your expectations to ensure there is market demand before you invest time and money into bringing your proposal to life. It’s a way to challenge your assumptions and assess whether your idea is viable using real data, not just your own gut feelings.
Over the years, when one of my clients was eager to test a new game-changing idea, I proposed that, at our next coaching meeting, they create a short pitch deck and then pretend to sell it to a banker or investor. I would play the role of the curmudgeonly banker and challenge their idea with rigor rather than their energetic, unbridled enthusiasm. This disciplined process always illustrated flaws, and when a good idea was simmered in reality, the end product was notably stronger.
Before anything else, you need to get clear on who you’re serving and the problem you’re trying to solve. If you can’t articulate why a customer would choose your product or service over the alternative, your idea isn’t ready yet. You need to clearly state your unique value proposition in a way that is easy for customers and team members alike to understand.
Product market fit validation isn’t something you can skip over. You need to talk directly to potential buyers and ask them about their pain points, what solutions they’ve already tried, and what they’d be willing to pay to solve the problem.
Business plan validation requires you to understand the landscape you plan to enter. Assess the market size, identify your competitors, and test your assumptions about how to generate revenue. Go beyond the surface research and really dig into who already owns this space and how they’re succeeding.
Before you go all in, build a basic version of your product to test with a focus group. For a digital product or service, you could build a landing page to get a better idea of demand as well as to gather data on your potential customers.
Once you’ve thoroughly tested your concept, it’s time to craft your business idea pitch. Building a sales pitch deck forces you to organize every element of your idea into a coherent story. Even if you’re not pitching to investors, creating a sales deck for your own reference helps you clarify the most important elements of your idea before putting it into action.
The Guy Kawasaki pitch deck framework is a great place to start. Kawasaki is an author and master marketer who got his start at Apple in the early 80s. Here’s his advice on crafting the perfect pitch.
The goal is to make your business idea pitch easy to understand by keeping it simple. The 10/20/30 rule is designed to do just that: your sales pitch deck should be 10 slides, 20 minutes long, and in size 30 font. Although some sales deck templates advise even fewer than 10 slides, you should usually not aim for more than that.
You might have a longer time slot than 20 minutes, but there are always delays or technical difficulties that can easily extend your presentation. Keeping your pitch short and sweet also allows more time for discussion at the end.
A 30-point font might seem excessively large, but a large font size prevents you from overloading your slides with information. It also ensures that everyone in the room can read your slides.
The first slide should include basic information such as your name, your company name, and your contact information. This slide sets the tone before you even start speaking, so keep it clean and use a strong one-line tagline to tell potential investors what you do at a glance.
Describe the problem or opportunity that your idea will solve. This should be grounded in a relatable story or concrete example rather than an abstract statement, since investors connect faster with a problem they can picture someone actually experiencing. Just keep it concise and don’t let your story run you off the rails.
Explain the value of the problem that you intend to fix. This is your chance to convey why your idea matters. State plainly what your product does and why it’s important enough for someone to pay for it. Include the results of any business idea testing you’ve already done.
Discuss the technology behind your idea. Diagrams, flowcharts, or other images are useful here. This is where you show the “secret sauce” that makes your approach hard to copy, so keep the visuals simple enough that a non-technical investor can easily follow the logic.
Explain where the money for your idea will be coming from. Be specific about your revenue streams and pricing, since investors are really asking one question here: who exactly is paying you, and how much? They want to be sure your company as a whole is financially sound before investing in any particular idea.
Show how you plan to reach your customers. Walk through the actual marketing and sales channels you’ll use to acquire them and what it costs to do so, so investors can judge whether your growth plan is realistic. If you have any strategies for going viral, this is where you can share them, though internet virality is not a perfect science.
Discuss your competitors and show how your product surpasses theirs. A simple chart works well here as a visual. The goal is to show what you do better than the alternatives on the market. If you can’t find any competitors, look harder. Your future customers are currently filling the void with something, even if it’s not a 1:1 comparison.
Describe the key members of your management team, including your board members if applicable. Highlight the experience and past wins that make your team credible, because investors often bet as much on execution as on the idea itself.
Include a three-year forecast with key metrics and dollar amounts. Base these numbers on defensible assumptions and be ready to explain exactly how you got each figure if asked.
Explain where you are currently with your idea and the timeline moving forward. Make note of any milestones you’ve already hit in terms of customers, revenue, or product builds, and be clear about what the funding you’re raising will actually be used for.
The bottom line is this: a rigorous approach to business idea testing will either give you the confidence to move forward with your sales deck or save you from a costly mistake. Either outcome is a victory. Use the idea validation process and the discipline of building an executive deck to see your concept clearly before you build and share your pitch deck.
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Coach Dave
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