Team, market, traction, insight, and whether the outcome can be large enough. In roughly that order, and mostly in the first ten minutes.
Under all the questions, an investor is assessing five things:
Early on, team and insight carry most of the weight because there is little else. Later, traction dominates.
Because founders spend most of their pitch on the product — usually the least weighted item. Investors assume the product will change. They are betting on the people and the market.
Knowing the real ranking tells you what to lead with, and stops you spending eight of your twelve slides on features.
Two pitches for the same idea.
Pitch A — 9 slides on the product, 1 on the market, none on the team. The investor learns what it does and nothing about why these people will win.
Pitch B — 'I ran operations at a logistics firm for six years. Every Friday I rebuilt a rota by hand, and so does every ops manager I know. I have 40 of them paying me $200/month, growing 20% monthly, because I already know all of them. Scheduling software could not do this until routing APIs got cheap in 2024.'
B covered team, insight, traction, market and why-now in five sentences. The product barely came up, and it did not need to.
First-time founders often hide weak traction behind more product detail. Investors read that immediately, and it costs more credibility than the weak traction would have.
Say it plainly: 'We launched six weeks ago; we have 12 paying customers and here is what we learned.' Small honest numbers with a clear trend beat vague large ones every time.
The other mistake: claiming no competitors. It reads as either not having looked or not understanding the market. Everyone has competition, including 'a spreadsheet' and 'doing nothing'.
Why you, specifically, for this problem. Direct experience of the problem is the strongest possible opening.
Real numbers with a time frame. Growth rate matters more than absolute size at the early stage.
Something you learned that is not available from the outside. This is what separates you from ten similar pitches.
What changed — technology, regulation, behaviour, cost — that makes this possible now and not five years ago.
Customers × price. Every assumption visible. Top-down '1% of a $50B market' is the classic amateur slide.
When building your deck and preparing for meetings.
Do not over-optimise the narrative before you have anything real. At the earliest stage, ten honest customer conversations beat a polished story.
Apply this to your own startup in My Full Journey (free account).