How to Attract Investors' Attention: Three Key Rules for Startups

At the TechCrunch Disrupt panel, three experienced investors — Joyti Bansal, Medha Agarwal, and Jennifer Neundorfer — shared their recipe for successful investor presentations. Their insights reveal what is truly considered critical when evaluating a new project and why many founders make mistakes in their demos.

Three Criteria Investors Look for When Evaluating a Startup

Bansal, who has gone from founder to investor, identified three main questions that guide financiers’ decisions. First, is the market large enough? The idea must have the potential to become a truly big company, and the problem the startup addresses must be genuinely worth solving.

The second question concerns the uniqueness of the founder or team. Investors want to know: “Why you?” In a world where 20 companies might try to solve the same problem, competitive advantage becomes crucial. This could be deep industry expertise, unique team skills, or established market connections.

The third element is validation. Investors need proof that the company is heading in the right direction: early customer feedback, initial revenue, or other signs of market demand. These three components lead to the final test: can this startup grow into a billion-dollar company?

The Biggest Mistake Founders Make: Overusing Buzzwords About AI

Some investors noted that many pitch decks are filled with trends and popular terms. The most common flaw? Overemphasizing artificial intelligence. Agarwal pointed out a paradox: the more often a founder mentions AI, the less likely it is that the company actually uses it in their product.

Innovative companies demonstrate AI as an integral part of their solution, not as the main focus of the presentation. Instead of filling slides with trendy words, founders should clearly explain how their technology solves a specific problem.

How AI Startups Can Stand Out in a Crowded Market

The panel discussed positioning strategies for companies working with artificial intelligence. Neundorfer noted that she is attracted to startups creating fundamentally new behavior models rather than just improving existing processes.

Agarwal suggested a more concrete roadmap for founders:

• Clearly explain how AI technologies provide advantages for your product
• Formulate a clear go-to-market strategy
• Show specific metrics that will make your company better than competitors

It’s also important to be transparent about competitors. Investors dislike founders who ignore existing alternatives — some lose trust because their presentation doesn’t mention competition.

Practical Tips for Founders Navigating a Dynamic Environment

Investors also shared advice for navigating the fast-changing startup landscape. Agarwal emphasized the importance of keeping up with industry trends and understanding where the market is heading. Neundorfer recommended staying active in founder networks to exchange tools and insights.

However, the simplest advice came from Bansal: “Focus on building your product.” The quality and functionality of your product often speak louder than any presentation.

How Investor Motivation Influences Founder Choices

Understanding how investors think gives founders a significant advantage. When preparing your demo, try to answer the three key questions every investor asks: Does your idea truly have scale? Do you have a unique edge? Do you have proof that the market is ready for your solution?

This structured approach helps founders better navigate meetings with financiers and increases the likelihood of successfully raising investment.