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Are you an aspiring tech entrepreneur seeking to conquer the world of startups?  Are you about to start or have already launched your own business?  Do you have your business plan and projected forecasts ready?  If so, the next step is likely the investment pitch.  The ability to deliver a compelling pitch is a crucial skill that can make all the difference in attracting investors, funding and propelling your venture to success. This article explores the essentials of creating a compelling pitch for investors, with a focus on the developer tool (devtool) sector. We draw from real-world examples and insights from founders who have successfully navigated fundraising.

Understanding Your Audience

Research and gather information about the investors you’ll be pitching to.  Linkedin is a valuable resource for discovering their backgrounds and finding common interests. This knowledge enables you to tailor your pitch, making it relevant and engaging for your audience.

Conciseness is Key

Your pitch should be brief and to the point. Aim for a presentation that lasts no more than 20 minutes, using around 10 slides. Focus on the essentials: the problem your tool solves, your solution, market opportunity, business model, what sets you apart, and your team.

Differentiation Matters

Avoid the trap of generic descriptions and buzzwords. Clearly articulate how your offering differs from and surpasses what already exists in the market. Emphasize the practical benefits and efficiencies your product offers to developers.  Remember. it’s not just a platform or product, it’s a solution!

Narrative Power

A story can captivate your audience more effectively than mere facts. Narrate the journey of your startup, highlighting the problem you’re addressing. Use real-life anecdotes to illustrate the impact of your solution, making your pitch memorable and engaging.

Highlight Your Team

Investors invest in people as much as in ideas. Showcase the skills, experience, and passion of your team. Keep this section focused to avoid diluting the impact of your overall pitch.

Addressing the “So What?” Question

Ensure every part of your pitch answers the implicit “So what?” question. It’s crucial to communicate the importance and potential impact of your developer tool, demonstrating its value in addressing a significant market need or opportunity.

Practice and Feedback

Refine your pitch through repeated practice and by incorporating feedback. This iterative process enhances your delivery and the effectiveness of your pitch deck. It can be disheartening, but used every ‘failed’ pitch as a stepping stone – pitch, fail, learn, improve over and over again until you achieve your goal.

Real-world Examples

Exploring successful pitches from the tech sector can offer invaluable insights.‘s CEO and Co-Founder, Dani Grant recently published their pitch deck that was used to secure their seed round of $3.5 million from the likes of Union Square Ventures, Version One Ventures, BoxGroup and Village Global. It really is a beautifully streamlined deck that gets to the point quickly. You can see for yourself here“I felt super lucky to go from VC to founder. It’s a lot easier to build a pitch deck if you’ve seen others do it first. That’s why we kept the original Jam pitch deck online. Here’s the real deck we used to raise our seed round. I hope it helps someone!” said Dani on Linkedin earlier this week – we love this ethos!

Treblle the API and observability and analytics platform has published their “million dollar pitch deck” which secured them a $1.2 million seed round in 2021.  Founder, Vedran Cedric states his first port of call was Google, but after being quite underwhelmed with what he found online, he sat down with the team and put together a deck that they wanted to see and created a “deck, we thought, would help others understand the amazing things we are building.”  You can find it here, in all its glory!  It’s honestly, a great overview and something we would highly recommend reading through.

DropBox‘s famous pitch deck tool them from a $15k VC investment to $16.8 billion. It stands out as it doesn’t let the viewers forget the “why” behind the entire idea of cloud storage, back in the day when it was a relatively novel concept. Each slide further emphasises the solution that Dropbox will bring it’s users and society as a whole. It’s simple, but effective. You can view it yourself here.

Twilio‘s startup pitch delivered by Joh Britton is another one that made waves for its live demonstration of the product, showcasing the platform’s capabilities in real time. Particularly if you’re pitching to other developers – this can be a huge tick against you as opposed to showing a bunch of slides! This effectively illustrated the value of Twilio’s services. You can watch the demo and pitch here.

Seeking Mentorship

Platforms like Growth Mentor offer access to experienced mentors to startups. Engaging with these mentors can provide personalized advice and insights, further refining your pitch.  Furthermore, incubator and accelerator programmes are also hugely beneficial to teams just starting out, and one of the best, Y-Combinator is on the look out for startups to join their Summer batch now – link to their Request For Startups here.


An effective pitch to investors goes beyond the presentation of facts and figures. It requires a deep understanding of your audience, a concise yet comprehensive presentation of your business, and the ability to engage and persuade through storytelling. By highlighting your team’s expertise and the unique value of your developer tool, and by addressing the critical “So what?” question, you can create a compelling case for investment. Regular practice and openness to feedback are essential for honing your pitch. Drawing inspiration from successful examples in the developer tool sector can provide additional perspectives and strategies to consider. Remember, the goal is to communicate not just the potential of your tool, but also the vision and capability of your team to realize that potential.