Lotti Siniscalco is a partner at Emergence Capital, where she invests in early stage enterprise software companies. At MovieUpdates’s Early Stage event, she led a session devoted to providing feedback on pitch decks. What follows is a small snippet of Lotti’s input from the session.
Building pitch decks is part art and part science. And they are always a work in progress. Each week on MovieUpdates Live, a founder and investor showcase an early pitch deck that has generated significant capital investment. Participation in the events is free and after viewing the pitch deck, startup founders can practice their pitch with the investor and founder.
MovieUpdates is also launching a series of posts that dig into actual pitch decks that yielded rounds that we covered. The first entry to dive into the Minut deck is here. Enjoying!
On pitching the right investor:
“The first is: know your audience. Do a little research and try tweaking the email to make it personal,” Lotti said, adding that cold emails are okay, but they’re better when they’re personalized. She gave this example and said, “Hey, Lotti. I’m sending you this pitch deck. I am the founder of company XYZ, and I am sending it to you because I saw that you were on the board of this other company, which is somewhat similar, and I think there are some potential lessons in what you could bring to the table.”
Conversely, Lotti explained that if she receives a card from a company outside her area of interest, such as consumer companies, she won’t even open the email.
Create lasting memories of your deck:
Pitch decks are one way to tell a startup’s story, and there are ways to help investors and clients remember your pitch better.
According to Lotti, one of the best ways is to make an emotional appeal. “People remember feelings,” she said. “If you want someone to remember what you say, find a way to attach a powerful feeling to it. Fear is a big one. Excitement is another, but the stronger the feeling, the stronger the memory.”