When you’re applying for funding—whether it’s a grant, accelerator, or investor meeting—it’s easy to focus all your energy on the pitch: the deck, the numbers, the script, what you can expect during Q&A.

And yes, your pitch matters. We know this.

BUT..

Here’s the truth that too many founders overlook: how you position your business before and during the pitch can matter even more than the pitch itself.

Positioning is your story behind the story.

It’s the way you frame your business, your market, and your value. It’s what makes someone pay extra close attention and before you've even gotten to slide three. And if done right, it sets you apart—even if they have a million and one pitches and applications to go through.

Here’s how to make sure your positioning works for you, not against you:

1. Lead with clarity, not complexity

Founders often get caught up in fluff words and jargon. But the people who write the checks don’t invest in what they don’t understand.

Whether you're filling out a grant application, sending a cold pitch email, or sharing your deck with an investor, your positioning should make your business crystal clear—real fast. If someone can’t understand what you do, who it’s for, and why it matters within 10–15 seconds, you’ve lost them.

Do this instead:

  • Before: “We’re disrupting the e-commerce supply chain with AI-powered logistics optimization to drive down operational inefficiencies.”
  • After: “We help online retailers deliver products faster and cheaper using smart delivery routes and automation.”
  • Before: “We’re an immersive fintech solution for creator-first digital banking.”
  • After: “We offer digital bank accounts built specifically for content creators and freelancers.”

🛠️ Quick tip: Ask someone outside your industry to describe your business after hearing your pitch. If they can't do it, that means you need to simplify.

2. Show traction—yes, even if it’s early

Positioning isn’t just about what you say. It’s about how you prove your business is working (or that it can work).

Funders want signals that your idea is something that people actually want. This doesn’t mean you need five or six figures in revenue or thousands of users.

It does mean you need to demonstrate some kind of momentum though.

Examples of traction to include:

  • Early sales: “We’ve generated $10K in revenue in the past 90 days through online sales and wholesale partnerships.”
  • User growth: “We grew our waitlist from 200 to 1,200 users in one month through TikTok and referral campaigns.”
  • Strong engagement: “Our MVP has a 73% weekly active user rate.”
  • Pilot partnerships: “We’re currently running a 3-month pilot with a local school district.”

🛠️ Quick tip: Can’t show traction yet? Well, highlight validation. Example: “We interviewed 40+ parents and 8 educators—95% said they would pay for a tool like ours.”

3. Make your "Why Now" undeniable

Even the best ideas can fall flat if the timing feels off. That’s why one of the most underrated parts of your positioning is your ability to answer the question: Why is now the right time for this business to exist—and grow?

Funders want to see that you’re solving a real, timely problem—and that the market is ready for your solution.

Ways to highlight “why now”:

  • Trend alignment: “Over 40% of Gen Z is starting side hustles—our platform gives them tools to build and monetize faster.”
  • Recent shifts: “New tax laws now require freelancers to track income more carefully—our app helps them stay compliant and get paid.”
  • Behavior changes: “With 60% of remote workers feeling isolated, our platform helps companies build team connection and culture, virtually.”

🛠️ Quick tip: Use one strong stat or current event to back up your timing. Bonus points if it relates directly to your target user or market demand.

Remember this: Positioning = Strategic Storytelling

Think of your positioning as the strategic layer that makes your pitch stick. It’s not just what you say—it’s how you frame it, and how you make people care.

So before you jump into your next pitch or funding application, ask yourself:

  • Can a stranger understand what I do in 10 seconds?
  • Am I clearly showing progress and momentum?
  • Have I made it clear why my business matters right now?

If the answer is no or isn't a quick yes, take a step back and refine how you’re positioning your business.

Because at the end of the day, the founders who stand out aren’t always the ones with the fanciest pitch decks—they’re the ones who make their value impossible to ignore.

🎯 Ready to tighten your positioning and secure more funding?
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