You can find plenty of useful tips for your pitch deck online and get inspiration from other successful crowdfunding offerings. We have gathered some tips on how to make your pitch credible and interesting for investors.

Useful information

Be specific and selective

Try to be specific but without going into too much detail. It is for example better to write that you have ten clients and give some brief information about your largest client than listing all of your clients.

You also need to focus on the aspects that matters the most. Describe the three largest benefits of your solution and move on to what sales channels you will use instead of describing every possible benefit of your solution.

Avoid adjectives and bold statements

If you want to tell investors that you have an awesome product, tell it, but without using the word awesome. That is, tell them what makes your product better or different than other solutions on the market. The same goes for your team, business model and so on.

Bold statements such as “we will revolutionize the market for wearable devices” should be avoided. You will come across as much more credible if you tell how you will make customers switch to your solution.

Provide useful facts

Search for facts and numbers that support your value proposition. If you offer an online solution for treating depression, referring to a study proving that solutions similar to yours reduce the time to recovery by 20% is better than writing that your solution may reduce the time to recovery.

Focus on the benefits

Benefits first, then features. For example “our solution improves the accessibility to healthcare for elderly by letting them push a button to order a home visit from a nurse close by. We have a large network of nurses all over Sweden…” rather than “We have a large network of nurses all over Sweden. By letting elderly push a bottom to order a home visit from a nurse close by, we improve their access to healthcare”.

Show your passion and commitment

The passion and commitment of the team behind the business is essential for many early-stage investors. They invest in teams they believe have what it takes to realise the business. Don’t forget to tell if you quit your employment to work full-time with your business or used your savings to get your business started.

Varied content and structure

Mix your text with photos, images and graphics to make your pitch more interesting. You could for example include:

  • Logotypes to tell about your customers and partners
  • Images to show your product
  • Graphics to illustrate how your product or service works
  • Graphs to tell about your financials and market

If you have long sections of text, use sub-headings and bullet point lists to make it easier to read your pitch.

Easy language

People are impatient and short of time. You can help by avoiding difficult words, complicated sentences and vague expressions.

  • Use easy words to make your pitch understandable for people who do not speak English fluently. For example, decision is better than resolution.
  • Write for everyday people. Try to avoid words specific for your field of expertise. If such words are needed, make sure to explain them.
  • Split up complicated sentences into two sentences.
  • Use examples or illustrations to clarify concepts that are difficult to understand.

English or Swedish

Swedish is better for Swedes and English is better for everyone else. We recommend you to use English to reach our network of international investors and life science professionals. Another option is to include a summary in English if you use Swedish in your pitch or vice versa.

If you need professional help with translation at an affordable price, we recommend SFÖ which is a freelance network of translators. 


One benefit of investing in early-stage companies is the potential for cash returns in the future. You may also offer them more short-term benefits of owning shares in your business. Punk for IPA is one example of a company that has successfully combined equity crowdfunding with rewards. Examples of rewards are discounts on your products (if you offer consumer products) and invitations to your launch event.

Offering rewards is an opportunity to build closer relationships with your investors and get the talk going. Rewards may also make investors more interested in investing in your business since they get both short-terms benefits and the long-term potential for returns. For example, Cancerfonden rewards donors with bracelets now and better cancer treatments in the future.