Pitching to investors · Lesson 5
Evidence, traction and the metrics that matter
Proof beats promises. Choose a few honest numbers and show the trend.
Traction is any evidence that the market wants what you offer. In order of strength: paying customers and repeat purchases, signed contracts or letters of intent, active pilots, waitlists, then conversations. Lead with the strongest evidence you truly have.
Choose three to five metrics that fit your model and show them over time. Monthly revenue, gross margin, number of active clients, retention and average deal size are common. A trend line tells more than a single big number. Say what the numbers mean: 'Repeat clients rose from 20% to 45%, showing our work earns trust.'
Never inflate. Investors check, and one exaggeration damages every other claim. If a number is weak, explain why and what you are doing about it. Honesty about a problem, with a plan, often builds more confidence than a perfect-looking slide.
Example — Hypothetical: choosing metrics
A consultancy shows: monthly revenue (₦3m → ₦9m), average project size (₦4m → ₦7m), and repeat-client rate (30% → 55%). It leaves out website visits and social followers, which do not prove buyers will pay.
Try this
List every number you could show. Circle the three that best prove customers value your work. Plot them over the last 6–12 months.
Reflect
Which of your numbers would you be uncomfortable for an investor to check — and why?