Step 3 · The story: Concise · Compelling · Credible
Three tests every CP3 Pitch video must pass. Concise: an investor can repeat it after one minute. Compelling: the need, the timing and the ask are obvious. Credible: every number can be checked against a source. This page gives you the elements your video needs and the suggested timing for each, so each segment does its job on the C3 test.
The three tests
The 60-second pitch
Can an investor repeat your pitch in one sentence after one minute? Cut to one product, one proof point, one ask.
Why this matters now
Is the problem urgent, the timing clear and the ask obvious? Lead with the need, not the technology.
Proof an investor can check
Does every number trace to a source? State the limits of your evidence before an investor does.
Video structure at a glance (target 6:00, allowed 5:00 to 7:00)
Suggested timing is a target of 6:00. CP3 Pitch allows 5 to 7 minutes, leaving up to 60 seconds of slack. If you run short, trim the plan segment. If you run long, trim the proof, never the close.
Required elements and suggested timing
| Time | C3 test | Segment and what to say | How to pass the test | On screen |
|---|---|---|---|---|
| 0:00 to 0:45 | Concise | Hook and one-liner Open with the one-sentence description of what you do and for whom. State the ask in the first 45 seconds. | One sentence a stranger could repeat. One ask, stated once here and once at the close. | Opening title card with company name, presenter name and title. |
| 0:45 to 2:15 | Compelling | The problem and why now The pain, who has it, how large it is, and why this is the moment. End the segment with why your approach wins. | Cite one sourced market number. Use one concrete example of the problem. | One slide per idea. Large numbers, little text. |
| 2:15 to 4:45 | Credible | The proof Product or technical evidence, traction, customers or pilots, and the team behind it. State limits of the evidence out loud. | Every number matches your source documents. Name the limit (sample size, stage) before an investor does. | Charts that are legible at small size. Source line on each slide. |
| 4:45 to 5:30 | Credible | The plan and use of funds The next 12 to 18 months: milestones the money will reach, and how the round is structured. | Three milestones at most. Tie each to a dollar figure or a date. | One roadmap slide. |
| 5:30 to 6:00 | Concise | The close Repeat the one-liner and the ask. Prompt the final card: "I am interested in receiving more information." | Say the one-liner and ask in the same words as the opening. | Closing slide with the ask and contact details. |
Share of the video: Concise segments take about 1:15 (21%), Compelling about 1:30 (25%), Credible about 3:15 (54%). The proof gets the most time because credibility is what moves an investor to ask for more.
Element checklist for every video
Content elements
- One-sentence description of what you do and for whom
- The problem and who has it
- Why now
- Your solution and why it wins
- Proof: evidence, traction, customers or pilots
- Team and why this team
- Market size with one sourced figure
- Business model: how you make money
- The ask and use of funds
- The close and the interest-card prompt
Production elements
- Presenter is a C-suite member, on camera
- Quiet room, steady camera, clear audio
- Slides readable at small size
- Source line on every data slide
- Total length 5:00 to 7:00
- Rehearsed to land at 6:00
Ranking cards: what investors see while the video plays
While your video plays, cards pop up and ask each investor to rank specific things about the presentation. The final card reads: "I am interested in receiving more information about the potential of investing in this company or similar."
Design your segments so the key evidence lands before the last card appears. Suggested alignment: the need and timing by 2:15, the proof by 4:45, and the ask and prompt at 5:30.
Quality-control checklist before you submit
- Presenter is a member of the C-suite
CEO, CTO, CMO or similar. Not an advisor or someone below C-level. - Video runs 5:00 to 7:00
Time it. The session cuts at 7:00. - Audio and picture are clean
Quiet room, steady camera, slides readable at small size. - Every number matches your source documents
No figure appears that you cannot source. - One ask, stated twice
At the start and at the close. - Evidence limits are stated aloud
Investors will find them, so say them first. - Ends with the interest-card prompt
The last card asks for more information.
Score yourself: the C3 scorecard
Rate your deck and recording from 0 to 10 on each test. The recording is ready when all three are 7 or higher. If one is low, fix that test first.
Five-minute Q&A: likely investor questions
After your video, the company team joins a Q&A of up to 5 minutes, with questions led by the Higgins team and the investors. Rehearse a one-sentence answer to each.
What is your runway?
State months of runway and what the current raise adds.
What is your proof, and what is its limit?
One sentence on the evidence, one on what it does not yet show.
Who is your first partner or customer?
Name real conversations honestly, including that no term sheet exists if that is the case.
Why now?
The change in market, technology or regulation that opens the window.
What is the market and your share assumption?
A sourced top-down figure and your bottom-up reasoning.
What protects the business?
IP status stated precisely, for example filed, allowed or granted.
Ready to pitch?
See the current Higgins AI holiday offers, or ask the Higgins Bot a question in the corner of the screen.