When it comes to equity crowdfunding, the focus is often on numbers, business plans and market metrics. In a world where decisions are increasingly made based on big data analysis, numbers are essential but not enough. Investors don't just buy an idea: they invest primarily in the people who will make it happen.
A winning pitch is therefore not just a matter of well-made slides supported by convincing data: it is proof that behind the project there is a cohesive, credible team capable of facing challenges and uncertainties.
For these reasons, preparing the working group well can make the difference between a convincing campaign and one that leaves people perplexed.
Here are some key steps to consider.
1. Align the internal vision
Before even approaching investors, the team must be clear about what it wants to communicate. It is not enough for the founder to know the vision and strategy: every member must feel part of the same story.
- Define the key messages together.
- Create a shared narrative that highlights the values, objectives and impact of the project.
- Make sure that everyone can explain, in their own words, why the idea or project is worthy of trust.
A survey by Speedinvest and the Technical University of Munich (2023) found that for 49% of investors, the management team is the decisive factor in choosing whether to invest, and 42% say they form an opinion at the first meeting.
2. Define roles and responsibilities
An investor wants to know not only 'what' you want to do, but also 'who' will do it. A well-structured team reduces perceived risk:
- Highlight the key skills already present in the group (technology, marketing, finance, operations).
- Emphasise how the different professional skills complement and complete each other.
- If there are areas that still need strengthening, be transparent about them and explain how you intend to fill the gaps (new hires, partnerships, consultants).
Demonstrating that you have clear and complementary roles is one of the strongest levers of credibility.
3. Demonstrate cohesion and collaboration
A misaligned or conflicted team is immediately noticeable and scares off investors. On the contrary, collaboration and harmony convey confidence.
- Practise presenting together to develop rhythm, coordination and naturalness.
- Use tools such as to monitor well-being, performance and internal interactions: presenting concrete data on how you manage collaboration can be a big plus.
- Remember that cohesion is not just a 'soft skill': it is a guarantee of effective execution.
4. Prepare for difficult questions
A pitch should never be a one-way presentation, but a dialogue. Investors will want to test the soundness of the project and the team through questions and objections.
- Simulate Q&A sessions among yourselves, including uncomfortable questions.
- Prepare clear answers on numbers, market, competitors and risks.
- Work on how you respond: it is not about always having the perfect answer, but about showing clarity, transparency and critical thinking skills.
5. Highlight the 'human' dimension
Today, there is a lot of talk about AI, data and automation, but when it comes to investment decisions, the human dimension still makes the difference. Investors want to see a team that is:
- motivated and resilient, capable of facing difficult times;
- open to learning and improving;
- with clear and shared values that make the company more solid over time.
Market trends: why the team matters even more
The crowdfunding market is booming: according to Mordor Intelligence, the sector will reach approximately £40 billion by 2030, with an average annual growth rate of over 18%.
At the same time, recent academic research ( arXiv, 2024 ) has shown that using AI to optimise campaign narratives can increase the probability of success by up to +11.9%.
We are increasingly moving in a direction where AI and big data are essential elements and valuable allies to be used to build credible and attractive campaigns for investors. However, one thing remains unchanged: even in an increasingly technological world, team cohesion remains at the heart of the project and the main driver of investor confidence.
Conclusions
A successful equity crowdfunding pitch is never just the result of a brilliant founder or a particularly innovative idea. The strength, determination and cohesion of the team behind it is a key factor in guiding investment decisions. Building a winning pitch means paying as much attention to strategy as to the human and collaborative aspects.
Ultimately, investors are not just betting on a business plan: they are betting on the ability of a group of people to make it a reality. A well-prepared, cohesive and well-presented team is the best calling card for winning their trust.