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Tips on Building a Pitch Page that Converts

When building a profile on Mainvest, you’ll want to think about 2 main things: How does this page reflect my brand, and how does this page reflect my investment opportunity? A great profile inspires investors by sharing a compelling story and displaying business acumen. In this section, we’ll cover the strategy for thinking through your pitch page and how you can start building out your page.

When building a profile on Mainvest, you’ll want to think about 2 main things: How does this page reflect my brand, and how does this page reflect my investment opportunity? A great profile inspires investors by sharing a compelling story and displaying business acumen. In this section, we’ll cover the strategy for thinking through your pitch page and how you can start building out your page.

Strategy


A great profile inspires investors by sharing a compelling story and displaying business acumen. A page that focuses too much on the story and brand but skimps on business details may be taken less seriously by investors. On the other hand, a page that only shows data may not inspire investors to take action.

Branding

Branding isn’t just pretty pictures and nice colors: it’s your brand story. Having a clear and concise brand shows investors that you have a well-thought-out business, a story, and a purpose. As a starting point, your “brand kit” should consist of:

  • Your story and purpose

  • A mission statement

  • High-quality photography (and videography if possible) that showcases your products and services

  • A logo and color scheme that ties your media and website together

💡 Canva has some great educational material about branding, but many small businesses also employ agencies to assist with building a great brand.

On your Mainvest page, brand comes through in your story, team biographies, gallery images, and business plan. Investors should feel like they know your business and its purpose.

Business Acumen

Though having solid branding is one element of business acumen, investors are also looking for concrete financial, marketing, and operations details. On Mainvest, it’s not enough to pitch an idea. You should be able to explain to investors how your business is being run and how these funds will work towards expanding your business and ultimately generating returns. At a minimum, you should be able to explain:

  • Your financial health

  • Use of funds

  • Real estate details, if necessary

  • Terms of the investment

  • Revenue streams

Show investors that you have a clear plan in place using thorough detail. As this is a regulated investment opportunity, make sure that you can back up all claims and that risks are properly disclosed.

Building Your Page


When building your page, a good rule of thumb is to use as many modules as possible. This not only makes for a more dynamic and interesting page, but forces you to think about multiple facets of the business:

Slide: Basic content blocks consisting of a title, subheadline, bullet points, and an image

Images: a single image or a gallery

Presentation: upload a business plan or other PDF (tip: for financials or much longer business plans, use the data room)

Video: use a Vimeo or Youtube link to add a video

Audio: upload an MP3 such as an interview or podcast

Metrics: numbers-heavy section displaying square footage, social media followers, or revenue

Team: bios and headshots of important team members

Press: displays headlines and descriptions of press articles

Online Ordering: displays a button linking out to online ordering platforms like UberEats, Doordash, or Seamless

Rich Text: freeform block for text and images

Q&A: creates a gallery of “cards” with pre-set or custom questions (tip: you can use this to display customer reviews)

Timeline: a vertical timeline view of key milestones

To add a block, click the module you’d like to use and it’ll add a blank version to your page. Use the arrows to move blocks up and down.

At a minimum, here are some sections to cover:

  1. Introduction

  2. Story

  3. Products & Services

  4. Location

  5. The Team

  6. Use of Funds

  7. Vision & Strategy

Successful Page Examples

Successful Mainvest campaigns take many forms: from startups to established brands, from coast to coast, we've seen founders raise millions from everyday investors. These campaigns may even use slightly different strategies, but there are a few things that most successful pitch pages have in common:

  • High quality imagery in a gallery at the top of the page

    • High res photos of your business in action are best, but if you're building out a new location or don't have photography, make sure other visuals- like renderings or mockups- are high quality.

  • Detailed storytelling that shares the ethos of the business as well as technical details

  • Well-written, detailed biographies

    • It's required to have beneficial owners listed here, but not a bad idea to include other prominent team members included as well.

    • Make sure to have great headshots- investors should feel like they're getting to know you.

  • Multiple modules to give a well-rounded view of the business including video and press

What's Most Important to an Investor?


When fundraising, it’s sometimes helpful to think of your investment campaign like a marketing campaign. Who are your audiences, and what types of messages will resonate with them? Where are you finding investors?

Mainvest is primarily a tool for you to connect with community investors, meaning your friends and family, customers, and supporters. Even within this group, your investors are likely paying attention to different things. When you start to consider moving beyond your direct network and into your greater community and the Mainvest investor community, it can be daunting to consider the ways that you can pitch your business to these different audiences.

In general, investors are looking at two things: the ethos of your business (your story, brand, and purpose) and the investment opportunity itself. Here are some of the questions an investor may ask:

  • Why should I support this business?

  • What is this business doing for my community?

  • Do I trust this business owner?

  • Do I think that this is a reasonable use of funds?

  • Are these terms fair with a clear upside?

  • Does this business have community underwriting?

A business that is focusing largely on small, grassroots, community investors may focus more on their story and business impact than the actual investment opportunity. However, a business pitching experienced investors should make sure to inspire a great deal of confidence in their business acumen and the terms of the investment. Ideally, you’re able to speak to all of these investors and have a page that reflects your business in a professional, well-rounded manner.

Summary


Outside of the terms themselves, the pitch page is the most important aspect of your fundraise. At a minimum, your page should inspire investors on two fronts: storytelling/branding, and business acumen. Use multiple modules to share key elements of your business and investment opportunity. If at any time you’d like feedback on your offering page, don’t hesitate to reach out to your Mainvest rep.

posted April 28, 2023
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