How to Pitch Like a Pro (and Actually Get the Funding)

Struggling to tell your startup’s story in a way that lands with investors? Learn the FUNDS framework—a simple, powerful structure to help you nail your pitch and raise with confidence.

FUNDS: The 5-Step Framework That Helps Founders Nail Their Story and Raise Capital with Confidence

Ever sat through a pitch and thought, "Wait, what do they actually do?" Or worse, delivered one and felt the same fog roll in halfway through your own slides?

You're not alone. Telling your investment story clearly, confidently, and compellingly is one of the toughest parts of building a business. As a pitch coach, I've worked with experienced CEO's who still struggle to put into words exactly what they want to say and how to frame their problem/solution story in a way that makes sense. It's tough.

And yet, it's make-or-break territory when you're fundraising.

Enter: FUNDS. A pitch framework that isn’t just another acronym to memorize—it’s a flow. A high-leverage story arc for getting investors to not just understand, but believe in your business.

Let's break it down.

F – Founder Fit & Friction Point

This is your "why me, why now" moment. You're not just listing credentials—you're setting the emotional hook. Think of it as your origin story with a strategic twist.

Instead of saying: "I worked in logistics for 10 years," try:"I spent a decade in last-mile delivery, and I kept seeing packages get delayed by the same dumb bottleneck. It drove me nuts. So I built the fix."

That one sentence gives us heart, credibility, and a clear view of the pain point. It turns you from a speaker into a protagonist. Suddenly, we care.

Are your investors leaning in?

U – Unique Insight & Untapped Market

What do you see that others don’t? This is where you show us the shift. The crack in the market. The principle behind your product.

"Everyone else was building for scale. We built for resilience—because climate disruptions are now the norm."

This is your moment to sound like a visionary. It should feel both surprising and obvious in hindsight. Investors love when the lightbulb turns on.

N – Numbers That Prove It Works

Data doesn’t need to be dry. In fact, this is your power move.

You’re not just claiming product-market fit—you’re showing it.

"Since launch, our platform has cut onboarding time by 63%. We have 1,400 users and a 92% NPS."

Choose numbers that reduce risk and signal momentum. You don’t need to list everything. Just give us the proof points that shout, "This thing works."

Your numbers tell a story.

D – Defensibility & Distribution

Now we shift into the moat. The scale engine. What makes this not just viable, but unstoppable?

"We’ve built proprietary routing software that’s already integrated with three of the top five carriers."

Whether it’s IP, a standout team, exclusive deals, or viral distribution—this is where you flex your long-term edge. Investors are thinking: can it scale, and can it win?

S – Scale Vision & Strategic Ask

Don’t just talk about the future. Invite us into it.

Paint the picture of what happens if you get this capital. Make it tangible. Then ask, clearly and confidently.

"We’re raising $2.5M to roll out across Ontario and secure retail partnerships nationwide. We're looking for partners who can help us grow smart and fast."

The best asks feel less like a plea and more like a plan. Because they are.

Why FUNDS Works

This framework helps you avoid the most common trap in fundraising: talking around your business instead of through it. It puts your story, your insight, and your traction front and centre—and organizes your pitch in a way that builds belief.

It also gives you clarity. Because fundraising isn’t just about convincing investors. It’s about knowing your business well enough to explain it in a single breath, a five-minute meeting, or a full-on pitch deck.

So the next time you're crafting your pitch, try running it through FUNDS. You might just find the story you were trying to tell all along.

And if you nail it? Well, the funds might just follow.

Want to make your next pitch unforgettable?

📥 Download our Pitch Deck Slide Prompt Library and start crafting slides that raise eyebrows—and capital.