November 18, 2021

How to Create the Pitch for a Crowdlending or Crowd Equity Campaign

When launching a crowd investment campaign you want the campaign description to be both selling, transparent and inspiring. This blog post covers our suggestions on investor acquisition flows you can follow, which topics you should include in the campaign description and how you can make it easier for the investor to make a decision to invest.

The points we describe in this blog post might not cover all the needed information for your funding campaign, but we hope that it can inspire you:

  1. Title, Facts and Teaser,
  2. The Traditional Investor Slides, and
  3. The Attached Documents

First Impression is Crucial

Title / One-liner
Try to wrap up the project in 1-2 lines and an interesting/facts based title.

Top-level Project Data
These are core facts about your funding campaign and must be reflected in your investment agreement and budgets.

Teaser (Frontpage)

This section is publicly accessible, meaning that it can be viewed without being logged in or creating a profile. Typically 4-8 lines of text which must be very inspiring and selling. Don’t spoil it all - Make is just inspiring enough so that the investor wants to log-in or create a profile to read more. This way you will secure a hot lead, that you can reach out to, in case the lead seems to go cold.

Try to wrap up the best and most relevant and important information about the investment and the funding campaign. It’s worth spending some time on this, as this is the information that initially and eventually will inspire the investor to read more and continue the process of becoming an investor in the project.

Build the Story

Make it easy for the investor to get an overview. Pro tip: split the content up in different tabs to avoid having a very long page, maintain an overview and make the content easily digestible.

For demonstration purposes is below a suggestion on how one could build a solid campaign:

Each horizontal line below represents its own tab.

The pitch/general description is on the front page just below the teaser section.


Pitch / General Project Description

  • The problem (*)
  • The solution (*)
  • Past: Historical events and historical financial metrics
  • Present: Current stage and what has been accomplished so far
  • Future: What it is all about and what is going to happen (the process)
  • Underlying magic / IP-rights (*)
  • Sales & marketing in general (*)
  • “What’s in it for me as an investor”

Underlying magic / IP-rights can be tricky as you don’t want to disclose too must.
You could describe in “headlines” without going into confidential details.

*) May not be relevant for real estate projects.



  • 5-10 nice looking pictures
  • Video is ALWAYS a good idea


The Market

  • The market itself
  • A plan on how to access the market and which activities/tools to use (*)
  • Why this is case interesting in the current and future market
  • What will happen is the market prices drops x-xx percent (Especially relevant for real estate projects)
  • International, national and local considerations
  • Map your competition and how you are positioned (*)
  • Statement from customers, suppliers or partners

*) May not be relevant for real estate projects.


The Team & Partners

  • Who is who, and who is doing what
  • Management team, board members, co-owners and investors
  • Also include external partners, contractors and/or advisors
  • Provide images to make key stakeholders relatable and to build trust
  • Provide links to LinkedIn and other social media where relevant


Finance / Economy

  • The business model
  • Funding & use-of-funds
  • Timeline
  • Key metrics / KPIs
  • Description and overview of main figures
  • Budget / Financial projections
  • Valuation

It is a good idea to add a picture/table with the main figures from the budget.



  • Company related risks
  • Product related risks
  • General market and industry-specific risks
  • Legal risks (like regulation)
  • Local and project-specific risks

The “story” Can Also Be Found in the Documents

It is a good idea that the document section has its own tab in the campaign description.

Regardless if the funding campaign is for lending, equity or convertible loans, the legal documents must be made available for your investors. Make them look good and use the official company document template for consistency.

For demonstration purposes, here's a list of relevant documents you might would disclose in a campaign:

  • Budget (Liquidity and operation) incl. use-of-funds
  • Investment / loan agreement
  • Statement from external advisor(s)
  • Latest annual financial report
  • Public registration
  • Article of Association
  • Shareholders agreement (*)
  • Board decision for raising funds and issuing new stocks (*)

This list doesn’t necessarily cover all relevant documents for your campaign. Consult your lawyer when in doubt.

*) Typically more relevant for equity or convertible loans campaigns than pure lending campaigns.

Some Final Tips and Tricks

  • Add video / pictures in all sections/tabs where you find it relevant.
    Text alone can quickly make it boring to read for the investor and reducing your chances of securing funding.
  • Reach out to people and let them “roast” your campaign description before you go into the pre-launch phase. Getting other peoples inputs is often highly valuable as they often bring a new perspective. You can also reach out to professional copywriters, marketeers or others to get inputs.
  • Be transparent. Be real. No bullshit. Trust is everything.
  • Put yourself in the investors shoes; What do I need to know so I’m comfortable in investing?

For more inspiration, see our guide How to launch a crowdlending or crowd equity campaign which also describes how you should use newsletters and how you should use paid ads.

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Now, that's clever.