Here’s a harsh truth: if you’ve pitched to angels and heard nothing back, your pitch probably didn’t land.
Not because your idea is bad. But because your delivery didn’t build trust fast enough.
Angel investors see dozens of pitch decks a week. They’re scanning for signal, not potential. They want clarity, traction, and a founder they can trust. Not a 20-slide guessing game.
Let’s fix that!
Step 1: Nail Your 30-Second Intro
Before slides, before traction, you’ve got one shot to hook them.
Your intro should answer:
- Who you are
- What you do
- Why now
Example: “I’m Sarah, a second-time founder with a background in retail ops. My startup, StockFlow, helps small shops restock automatically using our in-store tracking technology. The shop owners can go home to their families after closing time and never have to spend their nights crouched in the stock room. We launched three months ago, we’ve got 37 active pilots, and we’re raising £400k SEIS to expand.”
Crisp. Clear. Confident.
Please don’t say: “We’re building a SaaS platform to revolutionise the way…” That’s fluff. Noise!
Step 2: Know What Angels Want in a Deck
Your pitch deck isn’t aiming to become the next NY Times bestseller. Remind yourself that it is a signal scan. Below are the slides that angels care most about:
1. Problem
Start with a human pain point. Make it relatable. Data is good. Emotion is better.
2. Solution
What you’re building, for whom, and why it works.
3. Why Now
What’s changed in the world that makes your solution timely?
4. Market
Show ambition. Is this a niche… or a wedge into something massive?
5. Traction
The most important slide. Revenue, users, waitlists, LOIs… show demand.
6. Business Model
How do you make money? Keep it simple.
7. Go-to-Market
How are you finding and converting customers?
8. Team
Why you? Highlight relevant experience, speedy access to connections, credibility, grit, and chemistry.
9. Raise Details
How much are you raising? SEIS/EIS status? What’s it funding?
Step 3: Signal Readiness, Not Desperation
Angels want to back momentum, not rescue missions. So:
- Show what you’ve done before raising
- Demonstrate traction with minimal resources
- Be clear on how this round accelerates what’s already working
Bad signal: “We need this money to continue exploring and building.”
Sound signal: “We’ve proven X with £10k. Here’s how £250k lets us scale what’s working.”
Step 4: Master the Ask
Don’t be vague. Be direct.
- How much are you raising?
- What’s the minimum cheque size?
- What’s the valuation or SAFE cap?
- Is it SEIS/EIS eligible?
And tell them how to proceed:
- “We’re closing £150k of a £300k SEIS round.”
- “Looking for 3–5 new angels who can help us scale B2B sales.”
- “Happy to share the deck or book a 20-minute call.”
Make saying yes easy.
Tip: Show that multiple angels are interested and give them a deadline.
Step 5: Avoid These Common Pitfalls
- Overloading the deck: 30 slides = instant fatigue.
- Burying traction: Don’t hide your best evidence halfway in.
- Generic storytelling: You’re not ChatGPT or Claude. Be specific and human.
- Unrealistic forecasts: “£100M revenue in 3 years” might scream amateur.
- Confused cap table or raise terms: Get help if you’re unsure.
Fundable Pitches Build Trust Fast
You’re not pitching to impress. You’re pitching to be understood.
Savvy angel investors back:
- Founders who’ve already delivered something
- Ideas that solve painful, urgent problems
- Businesses that show a credible path to growth
If you want expert feedback on your pitch or support with refining your story, raise structure, or deck, I help early-stage founders stand out and close faster. Let’s make your next pitch the one that lands.