The Investor's Mind

As a founder, understanding the investor's perspective is crucial when crafting your pitch deck. VCs are inundated with pitches daily, they see more decks in a week than they could invest in for the entire year. Because of this overload, their default position is always "no" - it's your job as a founder to overcome their skepticism.

Much can be written about an investors evaluation process, and no two angels or funds approach things the same way. But almost any investor's thought process can be boiled down to just two questions - Why Now? and Why You?

1. Why Now?

Timing is everything in startups. Investors are looking for the perfect storm of market conditions, technological advancements, and societal shifts that make your solution not just possible, but necessary.

• Is there a recent change in regulations, technology, or consumer behavior that creates an opportunity?
• Has a long-standing problem reached a tipping point where the market is crying out for a solution?
• Are there tailwinds in your industry that will accelerate adoption?
• Why couldn't this idea have worked five years ago? Why would waiting five more years be too late?

Your goal is to paint a picture of inevitability. The problem you're solving isn't just important - it's urgent. The market is ripe, and if you don't seize this opportunity, someone else will.

2. Why You?

Once you've established the "why now," investors will scrutinize why you and your team are the ones to execute on this opportunity.

• What unique insights or experiences do you have that others don't?
• How does your background uniquely position you to solve this problem?
• What have you already accomplished that demonstrates your ability to execute?

This isn't about bragging. It's about clearly articulating your unfair advantage. Maybe you've lived the problem you're solving, or you have deep domain expertise that gives you an edge. Perhaps you've assembled a dream team with complementary skills.

Importantly, great traction can be reason enough to prove "why you." If you've already achieved significant milestones - rapid user growth, impressive revenue figures, or strong partnerships - this demonstrates your ability to execute better than any resume could. Traction speaks louder than words, showing investors that you're not just talking about solving a problem, you're actually doing it.

The key is to show that not only is your solution inevitable, but you're inevitably the ones to bring it to life. Whether through your unique background, your team's expertise, or your proven ability to gain traction, make it clear that you're the right team for the job. If you satisfy the "Why Now" but fail to satisfy "Why You" the investors will thank you for your time and go off and try and find the real winner for this new space instead.

Get the Ratio Right

There is of course the third question of "What Is It?". And while this should be answered clearly and succinctly early on in your pitch, it should be given the least amount of time out of all three questions. Too often founders get so caught up in how interesting their offering is they let descriptions and features dominate the deck. In reality investors only want to learn about the product/service nitty-gritty once you've proven the market and company worthwhile.

A good rule of thumb is to have a pitch content ratio of roughly 40% Why Now, 40% Why You, and 20% What Is It.

Standing Out from the Noise

Remember, VCs are drowning in pitch decks. To cut through the noise:

1. Be Clear : Avoid jargon and buzzwords. Unless you're pitching to an industry insider, explain your market and idea in a way that an industry outsider could understand it.
2. Be Concise : Respect the investor's time. Every slide should earn its place.
3. Show, Don't Tell : Use data, early traction, or prototypes to back up your claims.
4. Address the Skepticism : Anticipate objections and address them head-on.
5. Tell a Story : Weave a narrative that ties everything together, making your pitch memorable.

The art of the pitch is not about showmanship - it's about substance distilled to its essence. Your deck should be a catalyst for conversation, not a comprehensive business plan. Leave the investor wanting to know more, but make sure they understand enough to be excited about what you're building.

By focusing on "Why Now?" and "Why You?", you're not just pitching a product or a company. You're pitching an inevitable future, and your unique ability to make it a reality. That's what turns a skeptical "no" into an excited "yes."