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How to Make a Business Pitch Video for Your Startup


Whether you’re using your pitch video to enter a startup competition, secure funding, apply to an accelerator, or introduce your new startup to the world — you only have a few minutes to capture the viewer’s attention and convince them that your business is a winner. How can you make sure that your video is up to the task?

In this blog post, we’ll share how to make a winning pitch video for your business.

We will cover everything from storyboarding to filming to editing. We’ve even included a video example from a crowdfunding campaign video one of our clients created with EditMate that helped them earn over $288,000 in funding.

By following these tips, you will create a video that will impress your audience and help your startup take its first steps in the right direction. 



Characteristics of a Good Pitch Video

Here are the elements that investors look for in a video pitch:

Relevance: Tell a great story that can resonate with any audience to get your viewers on board. 

Brevity: Keep your pitch short and sweet. No one wants to watch a long, drawn-out video.

Captivating opening: The first ten seconds of your video are the most important. This is when you need to capture the viewer’s attention and make them want to keep watching. One way of achieving this is by stating a problem and how your products or services will solve it.

Answers the 5 Ws: Who are you? Why does your business exist? Why should your audience care? What do you want your audience to do (is there a timeline)? Where can they learn more about your startup?

Proof: Your campaign should include a great story. And some proof. Give examples of what you’ve achieved or are hoping to achieve using testimonials, photos, and videos.

Speaking to your audience: Do not just include blocks of information about your startup. Speak directly to your audience and make a personal appeal so that viewers have a face to associate your startup with.

Excellent audio and visuals: Make sure that your video looks and sounds great. This means planning out your shots, capturing relevant b-roll, and editing your video to ensure that it is sharp and professional. 

Tone: When creating your video, pay attention to your tone. Be both confident and humble. Ask yourself, which tone would I use when marketing my brand to my everyday target audience? Once you have the answer, use that tone when making your pitch video.


Why a Video Pitch Can Be Powerful

A pitch video can be a powerful tool for your startup because:

It is more engaging

Research suggests that videos are the most engaging form of content. This means that a pitch video is more likely to capture the attention of potential customers or investors than a pitch deck or business plan.

Videos are easy to consume

In today’s fast-paced world, people do not have time to read through long documents. A video is a perfect solution because it is a quick and easy way to consume information.

You can show, not just tell

A video is the best way to showcase your product or service. You can use it to demonstrate how your product works and why it is valuable. This is much more effective than simply telling people about your product.

It humanizes your startup

Other forms of pitches lack the human element that a video pitch introduces to your startup. It puts a face to your business and makes it more relatable to your audience.

It makes a lasting impression

A pitch video will stay with your viewers long after they have watched it. This is because the human brain processes visuals 60,000 times faster than text. So, if you want your startup to be remembered, a video is the way to go!



Step-by-Step Guide on How to Make an Effective Pitch Video

Here’s a guide on how to make a great pitch video, including making content, scripting, and filming.

pitch video

Step 1: Before creating the video

Before you begin filming, do the following:

Storyboard your pitch video

Creating a storyboard is one of the most important steps in making your video pitch. This will be a visual guide that will help you determine what shots you need, as well as the sequence of your video.

When making your storyboard, keep the following in mind:


Script your video

Once you have your storyboard created, it’s time to start writing your script. This is where you’ll determine what exactly you’ll be saying in each scene.

When writing your script, keep the following in mind:

  • Your pitch should be clear and concise.
  • You should avoid using industry jargon.
  • Your pitch should tell a story.


Create a budget

How much are you willing to spend on your pitch video? When budgeting, remember that the equipment you choose to use can greatly impact your budget. If you do not have an HD or DSRL camera and you want to buy or rent one, for instance, make sure that you factor in that cost.

Now that you have all of your ducks in a row, it’s time to start filming your pitch video!

Design the right setup

Setup plays a big role when it comes to creating a winning pitch video. Are you going to use a smartphone or HD camera? Whichever you choose, make sure that you use a tripod to avoid shaky footage.

Lighting is also important when setting up your shot. Make sure that there is enough light so that your footage is not too dark or grainy.

You can use natural light by filming near a window. If you’re filming indoors, use a ring light to cast a flattering light on your face. 

When it comes to the background, choose a clean and simple backdrop. You want the focus of your pitch video to be your startup, not your surroundings.

Step 2: During the video

After writing your script, it’s time to start filming your pitch video. During filming, ensure you have all the shots you need and pay attention to your lighting to make sure that everything is visually appealing. Also, be sure to film in a quiet location.

Use the following steps to create a winning video:

Tell your story

The first few seconds should include greetings followed by your name, role in the startup, name of the startup, and the problem the startup seeks to solve.

For instance, “Hi, I’m Angela Macfee, CEO of ABC startup. We deliver groceries for people who are too busy to grocery shop.”

Make sure that you make your unique value proposition here. There are tons of products and services out there. Why is your special? A unique value proposition will help you stand out from the rest.

Define the problem further

Tell the audience the problems you faced and realize that a lot more people are facing them; thus, you want to offer a solution. Your explanations should allow them to understand why the problem exists and why it needs to be solved sooner.

Back up your claims

Grab the viewers’ attention by using data to explain your solution. Make sure that the data tell them why your company exists and why your solution is the best for the problem.

Remember to include the following information too:

  • The market opportunity
  • Your future plans

Step 3: After the video

Once you have all of your footage filmed, it’s time to start editing your pitch video. This is where you’ll put all of the pieces together and create a final product.

If you want to save on time, adjust your budget to include hiring a professional service like EditMate.

Our video editing service will help you create a pitch video that is sure to impress. Some of the services that you’ll enjoy from our company include a dedicated Project Manager and Editor, high-quality video and audio editing, custom graphics and effects, royalty-free music search and purchase, voiceover, captions, and more.

Plus, you can manage your project from start to finish on our easy-to-use Dashboard. All you have to do is upload your footage and video clips to our platform, write a creative brief and we will take care of the rest.


Pitch Video Example, Edited by EditMate

Neopenda produced an effective and engaging pitch video by stating and illustrating the problem they aim to solve, explaining how their business can provide the solution, showing proof, and ending with a personal call to action. They used EditMate to edit together their photos and videos into one cohesive and professional pitch video that earned them over $288,000 in their crowdfunding campaign. 



Making a pitch video for your startup requires careful planning and attention to detail.

By following the steps outlined in this article, you’ll be on your way to creating a pitch video that is sure to impress.

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