Pitch competitions are an excellent way for startups to gain visibility and awareness. They often offer prizes such as cash, services, and introductions to key industry players. A great example is the EU-Startups Pitch Competition, which this year features a prize package valued at over €700K! So, how can you make the most of this opportunity?
As a pitch coach, I like to experience what my clients go through, so I have entered various challenges myself. I have previously won two competitions: Present Your Startup and the Dutch Freelancer of the Year (FOTY) Awards. I’ve also coached more than 40 pitch competition winners, who have collectively secured over €9 million in funding.
Here’s the exact process those successful, competition-winning startups followed. Start with your audience:
1. What are the judging criteria?
Focusing on your product and tech is tempting, but you stand a much better chance of success by telling a story that connects with the jury’s interests.
I’ve been on competition juries—it’s a blur! You listen to pitch after pitch with limited time to make notes. Anything in a startup’s pitch that resonates with a jury’s interests is more likely to capture their attention. Almost always, there is a published set of criteria for the jury to score the pitching teams. Find out what those criteria are and ensure your pitch covers all the key points.
At the FOTY Awards, one of the judges told me: “You were one of the few contestants to follow the criteria and include everything.” The judging criteria should be your North Star.
2. What’s your objective?
Naturally, you want to win! But what if you don’t? Are you looking to connect with investors, partners, or journalists? Getting clear on your objective will shape your call to action and parts of your content.
A simple QR code on your last slide is a smart way to get the audience to take action and connect with you via your website or LinkedIn.
3. How long do you have?
Managing time is critical. I once watched a pitch competition in Estonia where over a third of startups failed to finish within their three-minute time limit, forcing the MC to cut them off mid-sentence. Don’t let this happen to you!
For a three-minute pitch, you should:
- Speak at a rate of 150 words per minute (a total of 450 words).
- Limit yourself to 25–27 sentences.
- Aim for 420 words to allow for natural pacing and avoid rushing.
Once your pitch is drafted, test it against a timer. If you’re running over, trim non-essential content. Clarity and conciseness always win over information overload.
A winning pitch is not an investor pitch deck—it’s a concise, high-impact presentation that captures attention quickly. Avoid deep dives into market size, competitor analysis, and five-year projections. Instead, focus on these core elements:
4. Focus on the key content for a short pitch
Cover the essentials that capture a jury’s attention in a short pitch:
- A huge unsolved problem
- A product that appears to solve that problem
- One big unique aspect that makes your product stand out
Followed by:
- Traction or validation
- Why your team is the right one to succeed
- A clear ask—what do you want from the audience?
In most pitch competitions, there will be a Q&A. If they want to know more about market size, competition, or business model, they’ll ask. Unless they clearly understand what problem you solve, how you solve it, and your progress, they won’t have significant interest in your business.
5. Don’t open PowerPoint—grab some Post-its!
When building your pitch storyline, avoid opening old pitch decks, shuffling slides, and hacking together content from past presentations. Instead:
- Brainstorm widely—list everything you could say.
- Select for quality—identify key topics and key messages for each.
6. Make a script—yes, really!
Based on your Post-it storyline, write a script. You might think, “Won’t a script make me sound robotic?” But the best actors, comedians, and musicians all rehearse their lines. Once the story is in your head, you can:
- Emphasise key words
- Connect with the content emotionally
- Ensure your delivery is natural
If you master the content, you can control your voice and energy to highlight what truly matters.
7. Start big! Get them straight into the story.
There’s no time for a long “Thank you” to the organisers or telling the audience how hard you’ve worked. Remember: Every second counts! Start with value in your first sentence. Ask yourself:
- What problem are you solving?
- How big is that problem?
- Do you have a surprising statistic or a fresh take on a known issue?
A strong opening signals confidence and preparation.
8. End with Impact
A weak ending kills even the best pitches. Avoid trailing off with: “Well, that’s my last slide, so… I guess I’m finished… um… any questions?”
Instead, finish with a clear, confident conclusion. The last thing you say is the first thing they will remember. And always finish with a strong, clear “Thank you!”—this signals to the audience that it’s time to applaud.
9. Create visually engaging slides
This is not a traditional pitch deck that you send to investors. Instead, you’re creating visual support for your spoken story. Your slides should:
- Highlight key messages
- Contain minimal text
- Use strong images and icons
Clarity wins over completeness.
10. Get Feedback & Practice Relentlessly
Simply thinking about your pitch won’t improve it. Say it out loud, record yourself, and seek feedback from a trusted advisor. Ask them:
- What stood out?
- What was unclear?
- Do you have any advice based on my audience and objective?
Once you have feedback, refine your pitch and practice like crazy!
Before the Present Your Startup final, I did 36 full run-throughs of my three-minute pitch. It was exhausting, but it paid off when I delivered the best version of my story.
Final Thoughts
A great pitch competition isn’t just about winning—it’s an opportunity to make valuable connections, attract PR, and refine your messaging.
So prepare, practice, and deliver your best performance. Who knows? You might just walk away with the trophy. Good luck with your competition pitch!
Read the orginal article: https://www.eu-startups.com/2025/03/how-do-you-win-a-pitch-competition-the-blueprint/
