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What goes in a winning opening?

93% of deals stated the ask in the opening and 86% included numbers. Numbers set deals apart more than the ask does.

What pitches that closed a deal put in their opening

Sample of 245 pitchesshare of pitches with each element

DealsNo deal

Stating the ask early is the norm, not an edge. In 93% of the 167 deals the founder gave the amount and equity in the opening, but so did 91% of the pitches that ended without a deal.

Numbers make more of a difference. 86% of deals had figures in the opening (sales, customers, growth), against 78% of the pitches without a deal. The chart shows how often each element of the opening appears in each group.

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