Some investors screen thousands of deals. So, it's important that they UNDERSTAND your business before hearing about how GREAT it is, how BIG it will become or how PASSIONATE your team is about it.
If your profile is little more than a hyped-up sales brochure, it will probably not resonate well. Most investors appreciate it when you can keep the “noise” level to a minimum.
There are two "pitch" areas on your startup profile.
Bear in mind that your "pitch" should not try to close a deal, but rather open the door. It is always best when they are written objectively. Let the main ingredient of your business be the hero, not the spices that you have chosen to use to enhance that ingredient's flavor.
After all, don’t you want investors saying . . .
“I caught a deal T-H-I-S big”.
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Optimism notwithstanding, if an investor is taking the time to carefully screen your deal, it’s safe to say that they are fishing for facts as well as an enthusiastic narrative.