Creating your crowdfunding pitch

Create the perfect pitch page in half the time with expert guidance from the Crowdcube team.

Everything you need to know from the team

We want to help you and your team create the perfect pitch page in half the time, and if you follow our guidance, it should help you maximise your chances of successfully funding your business on Crowdcube.

In this video, we will cover; writing your pitch text, filming your video, uploading your Restricted Docs, reward offers and what evidence you need to provide to back up any claims and ensure your pitch is compliant.

Our key takeaways to creating the perfect pitch:

1. Set a fair valuation

Valuation is a highly subjective topic and is often the most hotly debated topic on our forums. There is no single right or wrong way to value a business, though the most important thing usually is to consider a variety of approaches.

As a starting point, take a look at similar businesses in your sector – both on Crowdcube and in the wider market, to see how they’ve been valued, and consider how your achievements and performance compare.

2. Film your pitch video

On almost every pitch page, you will see a video, it is by no means mandatory but highly recommended. It is a powerful medium of communication, as the majority of investors won’t have the pleasure of meeting you face to face and adds real credibility to your pitch.

We also work with experienced video production companies who have worked on multiple crowdfunding videos and can work on the script and structure of the video with you.

3. Write your pitch text

When writing your pitch text, remember you’re promoting the opportunity to invest in your business, not promoting your product or service to prospective customers.

One of the first things we recommend you do is to familiarise yourself with the pitch layout. Take a look at some of the pitches that are currently live on the site as well as funded companies in a similar sector to yours. This will help you get a feel for what makes a pitch compelling.

4. Verifying your pitch

As you’re promoting an opportunity to invest in your business, it is classed as a financial promotion by the Financial Conduct Authority.

When creating your pitch, you will need to back up any claims made with sufficient evidence.

To ensure your pitch page and promotional materials are compliant and that you’re not falling foul of FCA regulations, please follow our guidance outlined in this video.

5. Share Types

The majority of businesses we work with, choose to adopt our standard share class model of A Ordinary shares and B Investment shares. A Ordinary shares have voting and pre-emption rights and B shares don’t, but they do have equal rights to capital distributions and dividends. You can offer both types of share with an investment threshold, for example for investments between £2,000 and £5,000; you may want to consider A Ordinary shares. You should consider that if you restrict the rights and protections available to investors, it may reduce your chances of securing investment.

6. Offering rewards

Rewards are optional but if you do want to offer a reward - base it on an amount someone is willing to invest, then think strategically about what to offer. Don’t just offer rewards that will take up huge amounts of time and money to make, package and post. If you can't deliver, this is a lot worse than not offering anything in the first place.

7. Complete your EIS/SEIS Advance Assurance

On Crowdcube, there are two key, and very generous tax breaks for investors. It's very attractive to individual investors to buy new shares in your company if you're offering EIS and/or SEIS.

The Small Company Enterprise Centre (SCEC) is an HRMC office that operates the Advance Assurance scheme for SEIS and EIS tax relief. You can submit your plans for funding alongside details of your business. The SCEC will advise whether your company is likely to qualify, which can take anywhere from a few weeks to a few months, so we recommend applying early.

8. Upload any Restricted Documents

You may wish to consider what to upload in your Restricted Documents section.

You can include anything you want to make accessible to investors, such as business plans, investor presentations and financial forecasts.

Investors can request access to these documents from your pitch page, and you'll be sent the investors details, so we encourage you to follow-up via email with them.

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