“You have 90 seconds. Tell us about your business.”
A strong 90-second business pitch sounds simple until the clock starts.
Suddenly, the explanation becomes a long story about when the idea came, every product the business sells and the amount of money needed. By the time the founder reaches the important part, the listener is already lost.
A short pitch is not only useful for investors. You may need it when applying for a grant, meeting a potential partner, speaking to a bank or introducing your business to a valuable customer.
The goal is not to explain everything. It is to make the listener understand enough to want the next conversation.
Start With the Customer and the Problem
Do not begin with, “My company was established in 2022.”
Start with the person you serve and the problem you solve.
For example:
“We help small restaurants in Lagos buy fresh produce without spending hours in crowded markets or dealing with several unreliable suppliers.”
In one sentence, the listener knows the customer and the problem.
Avoid broad statements such as “We are transforming commerce” or “We provide innovative solutions.” They sound impressive but say very little. Use language that someone outside your industry can understand.
Explain What You Do
Next, explain how the business solves the problem and why the approach is useful.
“Our customers place one order through WhatsApp, and we source, quality-check and deliver the produce they need the following morning.”
That is clearer than listing every feature.
The listener should now understand what customers are buying and why they would choose your business instead of continuing with the old method.
Show Evidence, Not Only Ambition
Many pitches are full of future promises.
“We will become Nigeria’s leading platform.”
“We plan to serve one million customers.”
Ambition matters, but evidence creates confidence.
If you have paying customers, repeat orders, signed contracts, revenue growth, a waiting list or successful trials, mention the strongest proof.
For example:
“We currently supply 42 restaurants, and 70% of them order from us at least twice a month.”
If you are still testing the idea, say so honestly. You might have interviewed 50 potential customers, completed a small pilot or received letters of interest.
Do not invent traction. A modest number you can defend is stronger than a dramatic claim that collapses under one question.
Explain How the Business Makes Money
A listener should not have to guess where the revenue comes from.
Say who pays, what they pay for and, where useful, how often they buy.
“We add an average 15% margin to each order, and our typical restaurant spends ₦85,000 per week.”
You do not need your entire financial model in the pitch. However, you should show that this is a business, not simply an interesting idea.
Know the numbers behind the sentence because the next question may be about revenue, costs, margins or growth.
Make a Specific Ask
“I need support” is not a complete request.
Are you asking for ₦8 million, access to supermarket buyers, a distribution partner, equipment financing or advice from someone with industry experience?
State what you need and what it will achieve.
“We are seeking ₦8 million to add cold-storage capacity and expand from 42 to 100 restaurant customers within 12 months.”
A specific ask makes it easier for the listener to decide whether they can help.
Practise Until It Sounds Natural
Write your pitch, read it aloud and time yourself. Remove anything that does not help the listener understand the customer, problem, solution, evidence, business model or ask.
Do not memorise every pause. Know the structure well enough to speak naturally and adjust it for the audience. A bank, customer and investor will not care about exactly the same things.
Finally, prepare for the questions your pitch creates. If you mention 70% repeat orders, know how you calculated it. If you request ₦8 million, know exactly how the money will be used.
A strong pitch does not prove everything in 90 seconds.
It proves that you understand your business well enough to earn the next 30 minutes.
