Pitch, storytelling and presentation (ENG)

In this section, Jannik shows you the most important graphic elements and what influence they have on your design.

In addition to the content and argumentative structure of your pitch deck, it is important to optimise your rhetoric and appearance. In this video, our speakers explain how to prepare well for a presentation, how to assert yourself argumentatively and which demeanour is appropriate for a pitch or presentation.

In this video, our expert Katharina Boguslawski gives you an insight in the Investors or customers mind and she shows you how to turn your scientific presentation into a wining pitch. The video is intended to assist you in adopting a different perspective, namely that of investors or customers.

A pitch always tells a story. In this video, Prof Dr Gordon Müller-Seitz explains how to build exciting stories and what content is crucial for this.

There are many different types of pitch, in this video Jannik shows you the differences and gives you an insight into pitch decks that have already been successful.

Guy Kawasaki is an internationally active founder and venture capitalist who has developed a formula for creating pitch decks based on the motto “keep it simple and keep it sweet”. He is the founder of the 10-20-30 method, the numbers stand for 10 slides, 20 minutes and font size 30. A slide presentation should not go beyond this framework. He has also defined the most important content for pitch decks. In this video, our speaker Jannik Westram gives you an insight into this method.

In many pitches coming out of research and academia, the same thing happens: you have strong data, but your audience mainly hears scientific logic. Metrics like p < 0.05, 0.4 standard deviations, or risk = 0.2 are academically sound — but in a business pitch they often feel abstract. That’s exactly where this handout comes in: it helps you translate scientific numbers into benefit-driven business statements without distorting the underlying message.

Why this matters:

• Decision-makers don’t buy a p-value — they buy confidence, time savings, cost reduction, lower risk, or better outcomes.

• A number becomes “pitch-ready” only when it answers: What does this mean in real life for a person or an organization?

• Clear translations make your results tangible — for example as a ratio (“3 out of 4” instead of “75%”), as a probability (“90% chance”), as risk reduction (“80% lower risk”), or as an efficiency gain (“1,200 units per hour”).

What you’ll find in the handout:
The document works like a practical cheat sheet: on the left you’ll see typical scientific wording, and on the right a sales-friendly version that conveys the same meaning in plain language + value logic (e.g., effectiveness → “9 out of 10 see results,” error probability → “only 2 out of 100,” statistical significance → “real and supported by evidence”).

How to use it in your pitch (rule of thumb):

1. State the number (briefly and accurately).
2. Translate it into a picture, ratio, or outcome.
3. Link it to the use case: “…which means for your operations: fewer failures / faster throughput / more predictable quality.”

Key point: translating doesn’t mean “marketing spin.” It means making the implication visible. You stay honest — and you make your research connect with customers, partners, and investors.

SALES-FRIENDLY-TRANSLATION OF SCIENTIFIC NUMBERS

	How Scientists Present Numbers	Sales-Friendly Translation
1	90% effectiveness.	9 out of 10 people see results.
2	¾ of participants responded.	3 out of 4 customers get the benefit.
3	The probability is 0.9.	There’s a 90% chance this works for you.
4	The odds are 3 to 1.	You’re three times more likely to succeed with this than without it.
5	The product reduces variability by 0.4 standard deviations.	Your results become far more consistent — fewer surprises.
6	We’re 95% confident in this result.	The outcome is nearly guaranteed — backed by 95% certainty.
7	Error probability is 0.02.	Only 2 errors out of every 100 — almost flawless performance.
8	The intervention reduces risk to 0.2.	You cut your risk by 80% — huge peace of mind.
9	It happens 3 times per year.	You cut issues down to just 3 times a year — nearly eliminating them.
10	Processing time is reduced by 2.4 seconds.	It works faster — shaving precious seconds off every task.
11	The system handles 1,200 units per hour.	You can move 1,200 units every hour — more output without more effort.
12	Yield increased by 5.7 units per cycle.	You get nearly 6 extra units every cycle — more results from the same work.
13	Consumption is lowered by 22 kWh.	You save energy — 22 kWh back in your pocket, lowering operating costs.

14	Force is increased by 14 Newtons.	It’s noticeably stronger — delivering more power with every use.
15	The process accelerates reaction time by 25 milliseconds.	It reacts faster — improving overall experience and performance.
16	Most outcomes fall within 1 standard deviation.	Almost all results stay in a tight, stable range — no big swings.
17	The expected value is 2.3 units.	On average, you gain about 2–3 extra units every time — which adds up quickly.
18	Cumulative likelihood reaches 0.97.	By the end, there’s a 97% chance you’ll achieve the desired outcome.
19	Range is 12 to 18.	Your results stay between 12 and 18 — always within a safe, predictable zone.
20	Tolerance ±0.05 mm.	It’s extremely precise — almost no variation.
21	An increase of 0.7 per day.	You get steady, daily improvement.
22	Improved by a factor of 3.	It’s three times better than before.
23	Result is statistically significant (p < 0.05).	The improvement is real and proven — not a guess.
24	Data from 2,000 participants.	Proven on 2,000 real users — so you can trust it.
25	10% failure rate	Only 1 in 10 customers experience a problem.
26	2% error margin	Only 2 out of 100 results are slightly off.
27	40% time savings	You save almost half your time – like cutting a 10-hour process to 6.
28	1% outlier rate	Only 1 in 100 cases behaves differently – 99 stay predictable.
29	The system handles 1,200 units per hour.	You can move 1,200 units every hour – more output without more effort.
30	Correlation is r = 0.89.	It’s highly predictive – nearly a perfect relationship.
31	Risk is reduced by a factor of 1.7.	You cut the risk dramatically – almost in half.

1) The default prompt: number → meaning → value

Prompt

You are a pitch coach for science-based startups. Translate the following result into 3 business-ready statements (max. 1 sentence each), in plain language, with clear value, and a number expressed as a ratio/example.
Result: {result/statistic}
Context / use case: {application}
Audience: {customer/investor/partner}
Please: No exaggeration. Clearly separate what is measured vs inferred, and state assumptions explicitly.

2) The “So what?” prompt (outcome-first)

Prompt

Answer “So what?”: What does this result mean for cost, time, risk, quality, or revenue? Provide 1 statement for each of the 5 areas where possible.
Result: {number + unit + baseline/comparison}
Customer process/KPI: {e.g., cycle time, defect rate}
Frame: {scale per day/week/year}

3) Relative → absolute effects (avoid confusion)

Prompt

Translate the scientific metric into absolute numbers and explain the difference to relative percentages. Output both:

• absolute change (e.g., from X to Y)

• relative change (e.g., -Z%)

• phrasing “per 100 / per 1,000 cases”
  Inputs: {baseline}, {intervention result}, {sample size/CI if available}

4) Risk & error probability in plain terms

Prompt

Rewrite the result as:
a) “only {x} out of {y}”
b) “a {…}% chance”
c) “risk drops by …”
and add a short warning if it’s misleading without a baseline.
Inputs: {sensitivity/specificity/error rate/risk/OR/RR}

5) Effect sizes (Cohen’s d etc.) into something tangible

Prompt

Translate the effect size {d / r / η²} into an easy interpretation (small/medium/large) and turn it into 2 business statements: one for quality/outcome, one for productivity/scale.
Context: {use case}
Keep it realistic—no “miracle” language.

6) p-value/significance → “evidence, not random” (no jargon)

Prompt

Explain p < … so a non-statistical audience understands it, without math details. Provide 2 versions:

• very short (1 sentence)

• pitch-ready (2 sentences)
  Also add what else matters (e.g., effect size, sample size).

7) From lab/study → real-world KPI (with transparent assumptions)

Prompt

Convert the study result into a realistic operational estimate:

• Which customer KPI is impacted?

• Do one example calculation with plausible assumptions (make them explicit).

• Express output “per day/week/year.”
  Inputs: {study number}, {customer baseline}, {volume/scale}, {cost per unit/error}

8) Unit economics prompt (cost per outcome)

Prompt

Translate the result into cost per outcome and savings per outcome.
Inputs: {defect rate/success rate/time-to-X}, {cost per defect/hour}, {volume}
Output: 3 metrics: €/case, €/month, and the key break-even lever (which variable drives impact most?)

9) Benchmarking: vs status quo / vs best alternative

Prompt

Express the result as a comparison against two alternatives:

• status quo (today)

• best available alternative (competitor/standard)
  State clearly where we outperform (and where we don’t).
  Inputs: {our number}, {status quo}, {alternative}, {measurement conditions}

10) “Investor lens”: market relevance, not just significance

Prompt

Write 5 investor-ready sentences from the data:

1. problem size (KPI, pain)

2. proof (what is evidenced)

3. impact (how big, how often)

4. scale (what happens at 10x volume)

5. risks/limitations (honest, short)
   Inputs: {results + limitations}

11) Plain-language rewrite (no acronyms, no jargon)

Prompt

Rewrite the following passage so someone without business or statistics knowledge understands it.
Rules: no acronyms, short sentences, active voice, and include one numeric example.
Text: {paper statement}

12) “One-slide” prompt (turn a number into a slide message)

Prompt

Create a slide headline (max 12 words) + subline (max 20 words) that turns the key number into value.
Inputs: {core message}, {number}, {baseline}, {audience}
Provide 3 versions: conservative / neutral / bold (but still accurate).

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Mini checklist to keep translations honest

When translating data, always ask:

• What’s the baseline? (Starting point matters.)

• Absolute vs relative? (e.g., -50% can mean 2% → 1%.)

• Unit & timeframe? (per case, per hour, per year)

• Uncertainty? (CI, variance, limitations)

• Relevant for whom? (which customer KPI, which stakeholder)

If you share 1–2 typical metrics from your context (e.g., defect rate, time saved, effect size, p-value), I can turn them into ready-to-use prompt blocks + example outputs for your e-learning.

Books and articles:

The 12 Magic Sliders: Insider Secrets for Raising Growth Capital by Paul M. Getty

The Art of the Start 2.0: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything by Guy Kawasaki

30+ Beste Pitch Deck Beispiele, Tipps & Vorlagen von Venngage.com 

The Keynote Pitch Deck: Creating a Pitch Deck That Wows Investors and Raises the Money You Need to Soar! by La Counte Scott

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Videos:

Best STARTUP PITCH ever. Silicon Valley. Hochgeladen von Jeff Bax am 26.10.2016

The Secret to Successfully Pitching an Idea | The Way We Work, a TED series. Hochgeladen von TED am 21.09.2023

Ultimate Pitch Deck Guide with Examples. Hochgeladen von Raw Startup am 01.03.2022

What investors ACTUALLY want to see in your PITCH DECK. Hochgeladen von Matt C. Smith am 09.03.2021

Steve Jobs introduces iPhone in 2007. Hochgeladen von John Schroter am 09.10.2011

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Podcasts:

#77 Die 13 häufigsten Pitch-Fehler und wie man sie verhindert von für-gruender.de

Startup-Radar von deutsche-startups.de-Podcast. Hochgeladen auf spotify

The Pitch von Vox Media. Hochgeladen auf Spotify

Last November, we attended the Falling Walls Summit hosted by our partners at Young Entrepreneurs in Science. This unique event brought together scientists from around the world to present their groundbreaking ideas in short pitches—ranging from new technologies and innovative business models to visionary research projects. We’ve selected three exciting examples that showcase how science can be transformed into real-world impact. If you’re looking for more inspiration, you can watch all 100 pitches from the day in the official YouTube playlist! 🎥✨

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 Mark focuses on addressing the communication challenges faced by the deaf and hard of hearing community in Ukraine. His innovation, zvuk.ai, is an AI-powered real-time transcription service with diarization. It transcribes conversations into text while identifying individual speakers, enabling users to participate fully in multi-person discussions. This project aims to empower the community by improving access to essential services and enhancing societal inclusion.

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Upasana Jhariya is addressing heavy metal contamination in wastewater, which poses serious risks to ecosystems and human health. Her solution involves using microorganisms to produce biomaterials like jarosite and schwertmannite, which have high surface areas and exceptional adsorption capacities. This approach offers an environmentally friendly and cost-effective method for removing contaminants, ensuring clean and safe water without the need for harmful chemicals.

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Ta-Shun Chou is developing Gallium Oxide (GaO) as a more efficient semiconductor material for energy transmission. Unlike silicon, which loses about 65% of generated energy in high-voltage applications, GaO has a five times higher bandgap and 3,000 times lower power loss, enabling reduced substation sizes. It will enhance energy efficiency and promote smarter energy use.

What is the High-Tech Gründerfonds (HTGF)?

High-Tech Gründerfonds (HTGF) is Germany’s leading seed investor for early-stage tech and high-tech startups. It offers initial funding of up to €1 million, with potential follow-on investments of up to €3 million.

More than just capital, HTGF provides access to an extensive network of industry partners, experienced co-investors, and startup-savvy experts. Founders benefit from hands-on support, strategic guidance, and real connections to scale their ideas.

HTGF focuses on digital tech, industrial tech, life sciences, and new materials – making it a strong partner for ambitious, science-driven startups ready to make an impact.

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What is the High-Tech Gründerfonds #Foundersclass?

The #Foundersclass of High-Tech Gründerfonds (HTGF) is an initiative aimed at connecting founders and encouraging exchange within the startup community. Through regular events and formats, the #Foundersclass offers a platform for founders to share their experiences, learn from each other, and grow together.

This network helps overcome challenges and paves the way to success. Some of these events were recorded on video – we’re sharing them here with you. These videos are produced and published by HTGF on YouTube. We’re simply linking to them here.

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How can I find a clear argumentation structure for my pitch?

Many founders find it difficult to break down their complex ideas into a few minutes. It is helpful to divide the structure into three parts: problem, solution, and benefit. You can supplement this basis with details such as market size, team, or business model. It is important that the central theme is immediately recognizable to the audience.

 

What do I do if I have too much data?

There is often a concern about leaving out important figures. Instead of showing everything, sort your data by relevance: Which figures most strongly support your core message? Everything else can be included in the appendix or in the discussion afterwards. Quality beats quantity.

 

Which technical basics in PowerPoint are really crucial?

Participants often ask if they need design experience. No—the basics are enough: a consistent design, legible font sizes, little text per slide, and the ability to present charts clearly. Clean formatting looks more professional than a cluttered layout.

 

How do I create visual hierarchy in my slides?

The most important messages should immediately catch the eye. You can achieve this with larger fonts, high-contrast colors, or clear separation of images and text. Rule of thumb: one slide = one central message.

 

How do I prepare rhetorically for objections?

A common question: “What if the audience asks critical questions?” The ABC method helps here: Acknowledge (“Good question”), Answer (briefly and specifically), and Check (“Does that help as an answer?”). This takes the pressure off and shows professionalism.

 

How can I practice my presentation skills?

It’s normal to feel uncertain on stage. Try recording yourself on video – this will help you recognize your gestures, posture, and speaking speed. Also, pay attention to your dress code: it’s better to be slightly overdressed than too casual. Body language and voice often contribute more to the effect than the slides.

 

How does a scientific presentation differ from a pitch?

Many researchers tend to go into great detail. A pitch, on the other hand, focuses on the benefits and relevance for the target audience—less methodology, more impact. It’s not about explaining every variable, but about creating enthusiasm and trust.

 

What does storytelling mean in a pitch?

Instead of stringing together numbers, you tell a story: Who is the target audience, what problem do they have, and how does your solution change their lives? Stories are easier to remember than pure facts and hold attention better.

 

What does a good pitch deck look like?

After the course, the question often remains: “Which slides are mandatory?” Typical components are: problem, solution, market, business model, competition, team, financial planning, and a clear call to action. The aim is not to show all the details, but to provide a convincing overview.

 

What is Guy Kawasaki’s 10-20-30 rule?

This rule helps to keep pitches concise: a maximum of 10 slides, no more than 20 minutes of speaking time, and a font size of at least 30 points. The aim is to avoid overload and focus on the essentials.

 

How do I deal with stage fright?

Nervousness is normal. Breathe consciously, speak a little slower at the beginning, and establish eye contact with the audience. Good preparation and a trial run will give you confidence. Tip: The audience usually doesn’t notice minor uncertainties.

 

Visual Hierarchy
Short definition: Design principles that determine how content is perceived and prioritized.
Benefit: Facilitates understanding and directs attention.
Elements:

• Reading patterns: Typical eye movements (e.g., F-pattern, Z-pattern).
• Size & scaling: Important content is displayed larger.
• Layout: Logical structure (top/bottom, left/right).
• Colors & contrasts: Highlight differences, improve readability.
• Typography: Legibility and stylistic effect.
• Images & backgrounds: Support the message, must not overwhelm.
• Charts & tables: Present data clearly, simply, and visually.
• Emotion & creativity: Colors, images, and shapes to set mood and capture attention.

 

Rhetoric & Presence

Rhetoric
Short definition: The art of effective speaking.
Benefit: Convinces through clear arguments, language, and impact.

Presence
Short definition: Overall impression created by body language, voice, clothing, and confidence.
Benefit: Strengthens credibility and trust.

Preparation
Short definition: Structuring content, audience analysis, storyline.
Benefit: Prevents insecurity and improvisation mistakes.

ABC Analysis (Content)
Short definition: Prioritization of content into A (very important), B (important), C (supplementary).
Benefit: Keeps presentations focused on core messages.

Communication Alignment
Short definition: Tailoring messages to audience and context.
Benefit: Increases relevance and impact.

Technical & Organizational Preparation
Short definition: Checking technology, room, timing, and processes.
Benefit: Prevents disruptions during the presentation.

Delivery
Short definition: Presentation of content in front of an audience.
Benefit: Brings rhetorical and visual elements to life.

Rhetorical Toolkit
Short definition: Linguistic devices such as metaphors, comparisons, repetitions, pauses.
Benefit: Makes speeches more memorable and impactful.

Follow-Up
Short definition: Reflection on the presentation and follow-up with audience or investors.
Benefit: Secures learning effects and relationships.

Dress Code
Short definition: Clothing appropriate to context and audience.
Benefit: Supports professional impression.

Context & Audience
Short definition: Framework conditions (location, occasion, target group). Key question: What do I want to achieve with my pitch?
Benefit: Increases the relevance of language and presence.

 

Presentation Types

Scientific Presentation
Short definition: Focus on facts, methods, data, and evidence.
Benefit: Demonstrates seriousness and academic depth.
Example: Conference talk.

Sales Pitch
Short definition: Presentation aimed at convincing customers or investors.
Benefit: Highlights value, benefits, and unique features.
Example: Pitch for a new startup product.

 

Storytelling

Storytelling
Short definition: Conveying content through stories to create emotions and attention.
Benefit: Increases clarity and persuasive power.

Ethos
Short definition: Speaker’s credibility and character.
Benefit: Builds trust.

Pathos
Short definition: Emotional appeal to the audience.
Benefit: Creates closeness and enthusiasm.

Logos
Short definition: Logical and fact-based argumentation.
Benefit: Supports credibility.

Dramatic Arc
Short definition: Narrative structure that sustains interest.
Benefit: Maintains attention and enhances impact.

Call to Action (CTA)
Short definition: Concrete prompt for the audience to take action.
Benefit: Leads presentations to clear outcomes.
Example: “Invest in our project now.”

Benchmarks
Short definition: Comparison with established standards or best practices.
Benefit: Makes performance or potential tangible.

Dramatics
Short definition: Use of tension, contrasts, and emphasis.
Benefit: Adds emotional power to presentations.

Whitespace (Negative Space)
Short definition: Empty space in slides or layouts.
Benefit: Prevents overload, highlights content.

Data Graveyard
Short definition: Overloaded slides with too many numbers or text.
Benefit: Prevented by simplification, reduces misunderstandings.

 

Pitch Formats

Elevator Pitch
Short definition: Very short presentation (30–60 seconds) conveying the core idea.
Benefit: Ideal for sparking interest in the shortest time.
Example: “Our app saves researchers 30% of analysis time.”

Investor Pitch
Short definition: Detailed presentation focusing on business idea, market, team, and financial planning.
Benefit: Convinces investors to provide capital.
Example: 10-minute pitch for an EXIST startup to a VC.