How Long Should Your Pitch Be? What to Say in 1, 5, 10 and 20 Minutes

A classic elevator pitch lasts 30 to 60 seconds, which is about 65 to 130 words at a normal speaking pace. Investor pitches are longer, and the organiser usually sets the time: often 3 to 5 minutes at a demo day or competition, around 10 minutes in a first meeting, and 20 minutes or more in a full presentation, followed by questions. The structure stays the same at every length. A longer slot is for more proof, not more words.

Words you can say ≈ minutes × 130 (a comfortable speaking pace)

Key takeaways

• Write the 1-minute version first. Every longer pitch is the same story with more evidence.
• Each step up adds something specific: traction at 5 minutes, the team and go-to-market at 10, the forecast and risks at 20.
• End every length with a clear ask: a meeting, an amount, or a next step.

Pitch length at a glance

Always check the organiser’s rules first. Competitions and accelerators often set a strict time limit and cut you off when it runs out.

The 1-minute pitch (30–60 seconds)

One minute is enough for one clear idea. Say who you help, what problem they have, how you solve it, and one fact that proves people want it. Then ask for the next conversation, not for money.

“[Business] helps [customer] [solve problem] by [solution]. [One proof point]. Could we set up 20 minutes next week?”

Example (illustrative): “We sell durable home textiles online to young families who are tired of sheets that fade after a few washes. We source directly from mills, so our prices sit below the big brands. Our first 300 customers came from two Instagram posts. Could I send you our numbers and book 20 minutes next week?”

The 5-minute pitch

What is a 5-minute pitch? It’s a short, structured presentation, often given at a demo day or competition, that takes an investor from the problem to your ask in five minutes, usually with 5 to 8 slides. Spend the time roughly like this:

1. Minute 1: the problem and who has it.
2. Minute 2: your solution, ideally with a quick demo or screenshot.
3. Minute 3: the market and how you make money.
4. Minute 4: traction: customers, sales, pilots or a waiting list.
5. Minute 5: the team, the amount you’re raising and what it will achieve.

Leave out anything the judges can’t check in five minutes. One strong number beats five vague ones.

The 10-minute pitch

Ten minutes is the usual first meeting with an investor or a bank. You now have room for the slides they expect: competition, how you’ll reach customers, the team, and a short financial summary. Aim for 10 to 12 slides and keep about a minute per slide. A well-known guide is Guy Kawasaki’s 10/20/30 rule: 10 slides, 20 minutes, and no font smaller than 30 points.

The financial slide is where many pitches lose the room. Show three years of revenue, profit and cash, the two or three assumptions that drive them, and how much you’re raising and what for. See the slide-by-slide guide in how to pitch your business to investors.

The 20-minute pitch

Twenty minutes or more usually means the investor is seriously interested, or a lender’s credit committee is reviewing your application. Expect detailed questions, so bring the evidence:

• A 3-year forecast with monthly cash flow for the first year.
• Your key assumptions and where each comes from.
• A downside scenario, for example sales 30% lower, and how the business still pays its bills or repayments.
• Milestones the money will reach, with dates.
• An appendix for anything you cut from the main deck.

Elevator pitch examples for small businesses

These are illustrative examples, written to show the structure.

Online store (60 seconds)

“We sell durable home textiles online to young families. Most affordable sheets fade within months; ours are sourced directly from mills and priced below the big brands. We’ve had 300 customers in our first six months, mostly from social media. We’re raising money for our first bulk stock order. Could I show you the numbers?”

B2B service (60 seconds)

“Small restaurants lose hours every week reconciling supplier invoices. We do it for them for a fixed monthly fee and send a one-page cost report every Monday. Twelve restaurants pay us today, and none has left. We want to hire two more accountants to serve the waiting list.”

Café (30 seconds, networking)

“I run a specialty coffee kiosk near three office towers. We sell out by 11am most days. I’m looking for a partner to open a second location.”

How to time and practise your pitch

1. Write the 1-minute version and read it aloud with a timer.
2. Add one section at a time for the longer versions, following the table above.
3. Record yourself and cut any sentence you hesitate on.
4. Practise the first 30 seconds until you can say them without notes.
5. Prepare answers to the five questions investors always ask: how big, why you, how you’ll sell, how much, and what if it goes wrong.