Some people embrace the adrenaline buzz in the build up to it. Others stay awake all night dreading the moment. What are we talking about?

No, not riding on the latest big attraction. We’re talking about pitching to investors of course!

Thanks to the likes of Dragons’ Den, Shark Tank and The Apprentice, many product startups now have an impression of what a successful product pitch might look like. With a panel of stern faced investors pulling the product design apart and scrutinising an entrepreneur’s every word, such programmes have done little to alleviate the concerns that many startups have ahead of a pitch day.

Fortunately, these programmes are first and foremost created for our entertainment. In the real-world, pitching is often far less stressful. There is, however, one golden rule that holds true – you must do your research.

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