Pitching and the
Three Cases Framework

Make a better pitch

I spend a fair amount of time investing in, and advising, startups and small companies. I am particularly focused on B2B, with interests in Tech, Industrial, and more. The body of thinking here is based on that experience. It's my opinion only. Always remember, free advice is worth what you paid for it!

Startup Thoughts

  • Venn diagram with three circles labeled Business, Value, and Investment, overlapping in the center.

    The 3 Cases Framework

    A successful pitch will touch on the Value Case, the Business Case, and the Investment Case. Read more to understand how.

  • Child wearing aviator goggles and a small cardboard plane costume, standing outdoors with arm raised as if flying.

    Value Case: Innovation and Value

    Invention does not equal innovation, and vice versa. Pitch value!

    image credit: Ennomotive

  • Modern house with wooden exterior, situated in a mountainous landscape with grassy foreground and mountains in the background.

    Business Case: A Trick Question

    An unintentional trick question that really makes you think about your business. See it here.

  • Close-up of a cream-colored cat with striking blue eyes and orange reflections in the eyes, looking directly at the camera

    Investment Case: UnSAFE

    The basics of a SAFE, and why investors are skeptical. Read more

  • A weathered wooden sign that reads 'DANGER DO NOT ENTER' in red letters is mounted on a metal post in a wooded area with fall foliage.

    Investment Case: SAFE Gotcha

    More advanced criticisms of SAFEs, because one article was not enough. Read more