The Recipe for a Great Business Pitch: Tips for Food Entrepreneurs

A well-crafted business pitch is a key ingredient for promoting your company. Whether you’re seeking investors, looking to land shelf space in a grocery store, or simply trying to persuade customers to try your product, a strong pitch can open minds and open doors. A business pitch is your chance to communicate the value of your business clearly and persuasively, making it essential to get it right.

Key Components of an Effective Business Pitch

An effective business pitch is concise, compelling, and informative. Here are some essential components to include:

1. Start with a Hook

The first few seconds of your business pitch are crucial. You need to grab attention and make your audience want to hear more. Here are some examples of effective hooks:

• Use a compelling statistic that connects to the value your business provides. For example: “Did you know that 40% of food produced in the U.S. is wasted while millions go hungry?”
• Tell a short, impactful story that illustrates the purpose behind your business. For example: “When I moved to a new neighborhood, I struggled to find fresh, healthy ingredients. That’s the reason why I started this company.”
• Ask a thought-provoking question that relates to the potential impact of your business. For example: “What if eating sustainably was as easy as grabbing your morning coffee?”
  

2. Define the Problem Your Business is Solving

Clearly articulate the gap in the market or the pain point your business addresses. Investors and customers alike want to know why your product or service matters.

• Identify the issue your business addresses. For example: “Small-scale farmers struggle to get their products to market, while consumers demand more locally sourced food.”
• Explain the impact of the issue when left unchecked. For example: “Without access to distribution, many farmers can’t sustain their businesses, limiting consumer choices and weakening local food systems.”
  

3. Highlight the Market Opportunity

Demonstrate the potential for growth in your industry and why your business is uniquely positioned to succeed. If you are speaking with investors and have a specific financial ask in mind, you should make the case for how the funds will be used and present a solid understanding of your financials.

• Show demand for your food product. For example: “The organic food market is projected to reach $500 billion globally by 2030.”
• Make your niche crystal clear. For example: “There’s a rising demand for plant-based alternatives, but few options cater to busy professionals. Our ready-to-eat meals solve this problem.”
• Build credibility by showing momentum and progress. For example: “We’ve grown from a farmers’ market stall to securing partnerships with five major retailers in just two years.”
• Consider presenting your financials to potential investors, partners, or buyers. For example, if you are a packaged foods company, this could include how much it costs to produce one unit, how many units you have sold, and/or how many units will need to be sold to reach a monthly or annual sales goal.
  

4. Make Your Pitch an Experience

A memorable and engaging business pitch will help potential investors connect with your food business. Developing a well-structured pitch deck can help you organize your ideas, highlight key selling points, and visually represent your brand and business potential. Incorporate visuals such as product packaging concepts, branding mockups, supply chain insights, or production facility layouts to help bring your vision to life. We recommend LivePlan for business planning and development and SlideBean for creating pitch decks. If appropriate and time allows, you can even offer product samples to let investors experience the quality and uniqueness of your food firsthand.

Food entrepreneurs understand that success isn’t just about great taste, it’s about creating an entire customer experience. Whether you’re launching a packaged food brand, a catering business, or a specialty product line, your pitch should convey the essence of your brand, the story behind your product, and the customer experience you aim to deliver.

Where and When to Use Your Pitch

A great business pitch isn’t just for investors. Entrepreneurs use pitches in various situations, each requiring a slightly different approach:

1. Presenting to Investors or Lenders

For financial backers, your business pitch needs to go beyond passion. Investors want to see potential for revenue, scalability, and a solid business model. Be clear about how you’ll use their investment and the expected return.

2. Speaking with Buyers and Retailers

Buyers want to know why your product will sell. Emphasize consumer demand, your brand’s uniqueness, and sales data if available. Be prepared to discuss logistics like pricing, distribution, and shelf life.

3. Talking to Customers

When engaging directly with customers, your business pitch should be quick and relatable and highlight the benefits of your product or service. Focus on what makes your offering stand out and how it improves their lives.

Final Thoughts

A strong business pitch is an invaluable tool for any food entrepreneur. Your pitch should evolve as your business grows, refining your message based on feedback, industry trends, and new opportunities.

Whether you’re pitching to a customer, a buyer, or an investor, tailoring your message to the audience is key to success. With preparation, iteration, and practice, you’ll be ready to present your vision and take your food business to the next level.

Put Your Pitch to the Test: Michigan Good Food Fund Pitch Event

NOTE: This opportunity is open to packaged goods food business.

Looking for an opportunity to showcase your business? Join the MSU Product Center and Michigan Good Food Fund for our annual Michigan Good Food Fund Pitch Event on May 6, 2025, from 5:30 – 8:30 PM at the Lansing Center’s Expo Hall. This event is part of Michigan State University Product Center’s Making It In Michigan Conference and Trade Show.