July 15
Advice from a Plug and Play mentor: how to present your idea in 60 seconds
A well-crafted pitch has the potential to open doors — or to close them permanently. Whether at a startup competition, a conversation with a potential investor in a coffee shop, or a brief exchange with a prospective partner, those 60 seconds can prove decisive.
We spoke with serial entrepreneur and startup mentor Sebastian Sujka on how to craft a concise yet persuasive pitch that no one will forget.
Sebastian Sujka is a serial entrepreneur, mentor at Plug and Play, and a venture partner. His experience spans founding and exiting startups in the digital health and AI sectors, executing international transactions, and coaching founders across the globe.
What is an elevator pitch and why is it important?
An elevator pitch is a brief and focused presentation of your idea. You explain what problem you’re solving, how, and for whom.
As a founder, you are a visionary aiming to bring your concept to life — and to do so effectively, you must be capable of articulating it with clarity. If others do not understand your vision, they are unlikely to support it. A concise and clear explanation ensures that your idea is not only understood, but also has the potential to inspire. It is the first step toward realization.
Why is it essential to fit everything into one minute?
Because time is rarely on your side. If you are unable to capture attention within 60 seconds, you’re unlikely to do it in an hour. The quicker your audience understands and becomes engaged, the more time you will have to delve into essential details — how your solution works, why it is necessary, and what you are seeking.
When will you need a pitch?
In nearly every professional setting: fundraising, networking, pitch competitions, recruitment, and media engagement. Picture a scenario in an elevator with a government official, an investor, or a potential partner. They ask, “What do you do?” — this is your chance. If you fail to convey your idea, it may be lost. But if your pitch is clear and compelling, that person may remember you, take action, or refer you to others.
“If people don’t understand what you’re doing — they will not support it”, emphasizes Sebastian Sujka.
Structure of a successful 60-second pitch
Key elements of the pitch
There is only one essential component — communicating the essence of your business.
Uber’s pitch? “Press a button and a car arrives in five minutes.”
Airbnb’s? “Book accommodation from local residents instead of hotels.”
That’s it. Your pitch must clearly convey the problem, the value proposition, and the solution — ideally within a single simple sentence. You may choose to include information about your business model or significant milestones, but only if doing so enhances clarity.
“Focus first on the value. Uniqueness can follow. Most successful startups were not unique at inception — Google was not the only search engine. Distinctiveness emerges over time through execution, the team, and product quality”, notes Sebastian.
If your pitch includes a call to action, be sure to state it. If you're raising funds — say so. If you're hiring — mention it. Even in an informal context — include a call to action. It provides an entry point for others to assist or engage further.
BONUS: Sebastian’s simple yet effective pitch formula:
“We help [target audience] solve [pain point/problem] using [core solution]. It’s like [well-known product], but for [specific context].”
It is clear, memorable, and easy to repeat.
Preparing an effective pitch
Your core message must be memorable. Use analogies if needed — for example, “DoorDash for medications” or “Uber for pets”. The goal isn’t elegance, it’s clarity — your idea should be easy for others to repeat.
Begin your preparation early. Practice your pitch out loud to friends, family, anyone. Listen to the feedback: what did they understand? Continue refining your message until it is immediately clear.
After delivering your pitch, conduct a self-evaluation by asking:
“Do I genuinely believe in this? Am I proud and inspired by it?”
If you don’t feel that — no one else will.
Begin by identifying the problem, then describe the solution, explain its relevance or uniqueness, and end with your request. That is sufficient. Don’t try to explain everything — just capture attention.
Practice and skill development
The foundation of a successful pitch is regular practice. Deliver your pitch frequently, in various settings. Observe how others pitch. Experiment with different techniques. Record yourself on video. And if possible, seek guidance from a coach.
Personally, I find that walking while pitching helps me maintain focus. Others may prefer to concentrate on posture or pace of speech. Over time, you will discover your personal style. However, the most important factor is mastering your pitch thoroughly. Familiarity breeds confidence.
Remember: most people will not criticize a poor pitch — they will simply stop listening. Therefore, do not fear judgment. Rather, embrace the opportunity. You have the power to shape how others perceive your idea — and that is a powerful tool.
Practical recommendations
‼️ Ultimately, the most effective way to combat nervousness is a well-practiced pitch in which you truly believe.
Body language, facial expressions, and intonation
Be authentic. Do not attempt to mimic another presenter’s style. If you are naturally expressive — embrace it. If you are more reserved — that is also acceptable. What matters most is that your delivery aligns with your personality and conveys your belief in the idea.
Common mistakes to avoid
Wasting time. Avoid beginning with excuses, disclaimers, or unnecessary small talk. Get straight to the point. No one is concerned about malfunctioning slides — maintain control of the moment. Be concise and direct.
Simplicity is the highest form of sophistication. If your pitch is too complex, it will likely be misunderstood or ignored. Simplicity fosters trust.
Be genuinely passionate about your project. If you truly believe in your idea, that energy will naturally resonate with your audience. There is no need to perform — sincerity is enough.
Examples of effective pitches
Uber and Airbnb are excellent case studies. Their pitches were brief, straightforward, and immediately understandable.
They conveyed the core issue and proposed solution in a single sentence:
Uber: “Press a button, and a car arrives.”
Airbnb: “Book accommodation from locals instead of hotels.”
Again, it all comes down to simplicity. The clearer your pitch, the more likely it is to be remembered — and shared.
Two lessons from a Plug and Play mentor
On one occasion, I completely failed a pitch by focusing excessively on technical details. I began well but got carried away and never delivered the core message. As it turned out, someone in the audience was directly connected to my ideal client and was willing to making an introduction. Unfortunately, I missed the opportunity by losing focus.
Conversely, at a buffet line, someone casually asked what I did. I delivered a clear and confident pitch. At the time, we were not actively raising capital, yet the person was so inspired that they later invested €250,000 as a private investor. This outcome would not have been possible without preparation.
Conclusion: A pitch may be required at any time — always be prepared.
What’s next
If, following your pitch, people ask questions, request clarification, or offer contacts — you have done it right.
To continue improving your delivery, practice regularly, gather feedback, and continually refine your language.
Don’t miss the moment: your opportunity could come at any time — be ready to present your idea clearly and powerfully.
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