How to create a 5-minute video pitch that will impress investors

In the fragmented world of early-stage fundraising, a strong video pitch can do more than explain your product — it can open investor doors before you’ve even stepped into a room. With founders competing for attention in an oversaturated investment market, clarity, confidence and conciseness are more than helpful — they’re non-negotiable.

This guide walks you through the structure and substance of a 5-minute video pitch that gets early-stage investors interested — and makes them want to hear more.

Why Use a Video Pitch?

Founders today are increasingly opting for short-form video pitches to communicate their business vision. And investors are leaning in. Why? Because a pitch on video does two things: it accelerates first impressions, and it humanises the business behind the numbers.

Whether you’re reaching out to angel syndicates, crowdfunding platforms, or professional brokers, a well-crafted video pitch allows you to:

• Communicate your value proposition clearly
• Showcase the people behind the product
• Share context without a deck or Zoom invite

Kieran Lowley, director and producer and the co-founder of TigerSpoon Media, a video production firm who have created many pitch videos for startups, told us why the video pitch is becoming more important:

"In today’s oversaturated investment landscape, grabbing attention quickly isn’t optional — it’s essential. A compelling investment video, tailored specifically to your business, can make all the difference. It should showcase your key strengths while keeping a human, relatable tone. In our experience, the most successful campaigns are powered by videos that are dynamic, engaging, and entertaining — cutting through the noise with clarity, creativity, and impact."

Structure: The 5-Minute Framework

1. The Opening Hook (0:00–0:30)

You have 30 seconds to earn attention. Lead with urgency, relevance or emotion — ideally all three. This is where you connect with the problem your startup is solving.

Example:

“Every year, 10 million trees are cut down for wallpaper production. At WallsTech, we’ve developed a digital alternative that’s sustainable, affordable, and scalable — and we’re changing the interior design industry from the ground up.”

🔑 Key Tip: Don’t open with your credentials. Open with why this matters.

2. Problem + Solution (0:30–1:30)

Investors want to know: What are you solving, and how are you solving it?

• Be specific about the problem — use evidence, not assumptions
• Explain your product or service in plain terms
• Avoid tech jargon unless your audience demands it

Example:

“Our software lets users apply and customise wallpapers digitally — with zero waste and endless design flexibility. It’s a product that’s cheaper than paint, better for the planet, and built for today’s remote-first decorators.”

3. Market Opportunity (1:30–2:30)

Is this a niche idea or a scalable opportunity? Back your claims with numbers and relevance.

• Mention market size (backed by sources)
• Show signs of momentum (trend, behaviour, or regulatory shift)
• Briefly outline your ideal customer segment‍

Example:

“The global wallpaper market is worth £1.3 billion. But our tech doesn’t just compete with wallpaper — we’re eating into the £100B+ paint and interior design space. With growing consumer pressure for sustainability, we’re meeting the moment.”

📊 Pro Tip: Use overlays or visual graphics to show market scale — don't make the viewer do the mental maths.

4. Business Model (2:30–3:30)

Your product may be genius — but how will it make money?

• Describe your pricing model
• Highlight early traction or proof of demand
• Emphasise repeatability and scale

Example:

“We run a subscription SaaS model: £10/month for access to our design library, or £25 for commercial use. We partner with interior designers and retailers to drive scale — and we’ve already piloted with 12 independent design studios.”

5. Meet the Team (3:30–4:15)

Investors back people. Not just product.

• Introduce key team members (not the whole org chart)
• Explain why this team can execute this vision
• Mention what’s missing (and who you need)

Example:

“I’m Martin — a product guy with 10 years in manufacturing. Sarah, our CTO, built the core AR engine. We’re raising funds to bring on a marketing lead who can scale our B2C channels.”

👥 Key Point: This isn’t a CV — it’s a credibility check.

6. The Ask (4:15–5:00)

Be direct. What do you want? Why now?

• State the raise and valuation
• Explain what the funds will enable
• Reiterate your ambition and potential return

Example:

“We’re raising £300,000 for 11% equity, with SEIS/EIS available. The funds will be used to grow our sales team and launch a nationwide marketing campaign. We aim to reach £1M in revenue within 18 months — offering a projected 15x return.”

📩 Call to Action: “If you’d like to hear more, let’s set up a time. We’re currently booking follow-up calls for the next two weeks.”

TL;DR — What Your 5-Minute Pitch Needs

• A hook that connects emotionally
• A clear problem and solution
• A proven or growing market
• A scalable business model
• A team that can deliver
• A confident, specific ask

This format isn’t just investor-friendly — it’s startup-friendly. It forces clarity. It builds confidence. And in a market where over 60% of UK startups fail within three years (often due to access to capital), clarity is your edge.

Need Extra Help?

If you’re gearing up to fundraise, check out our guide: The ultimate guide to writing a winning startup pitch deck. Or browse our curated partner network — from professional fundraising consultants to angel networks — available through ThatRound. All in one place, all designed to streamline your path to funding.

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