“Great ideas don’t raise investment, great pitches do,” says James Church, best-selling Amazon author of The Investable Entrepreneur and the co-founder of investor pitch deck experts Robot Mascot, Applifting´s partner. James reminds us that investors aren’t just looking for clever ideas. They’re looking for evidence. They want clarity, a roadmap and the reassurance that you’ve got the foundations in place to deliver on your vision.

Innovation is the lifeblood of digital products. It’s the edge that sets them apart, the spark that grabs attention and the driver of value in a competitive market. But innovation, unchecked, can also scare off investors. For every groundbreaking feature, there’s a risk: technical complexity, market resistance, or the dreaded question of scalability. In the quest to impress, many founders make the mistake of focusing solely on the ‘wow’ factor, leaving investors wondering whether the product is, in fact, executable.

We spoke to James to ask him how entrepreneurs can ensure their product is ‘investable’. Here, he unpacks how to strike the perfect balance between showcasing innovation and building investor confidence to create a product that stands out as both groundbreaking and viable.

Start with a strong problem-solution narrative

Every great pitch begins with a story. Investors need to know not just what your product does, but why it matters. This starts with articulating the problem your product solves. Too often, founders assume the problem is obvious or jump straight to the solution, leaving investors scratching their heads. Instead, paint a picture of the issue, backed by data and real-world examples.

The solution, then, should flow naturally from the problem. But beware of overloading your pitch with technical jargon or an avalanche of features. Simplicity is key here. Investors need to grasp, in moments, how your product addresses the issue and why it’s better than anything else on the market. James emphasises this point: “Clarity is king.” If your narrative is muddled, your innovation loses its power.

Tip: Show market validation

Don’t just tell investors there’s a problem. Prove it. Use surveys, testimonials, or case studies to show that real customers are experiencing the pain point you’ve identified—and that they’re actively seeking a solution. Evidence of demand turns your problem-solution narrative from theoretical to actionable.

Simplify the innovation without overselling

It’s tempting to pack your product with as many features as possible, aiming to impress investors with its scope. But there’s a term for this: feature bloat. And it’s not a compliment. Overloading a product with unnecessary bells and whistles dilutes its core functionality, leaving users—and investors—confused.

Focus on what makes your product unique. Highlight the features that directly solve the problem you’ve outlined and avoid the urge to pile on extras. James advises founders to remember that innovation isn’t about doing everything—it’s about doing the right things well. A razor-sharp focus on your product’s unique selling points (USPs) reassures investors that you know your market and your strengths.

Example: Highlighting a single standout feature

Imagine pitching a productivity app. Instead of listing ten features, focus on the one that truly differentiates it—maybe it’s an AI-driven task prioritisation tool. By zeroing in on what sets your product apart, you create a clear, memorable narrative that sticks in investors’ minds.

Develop a credible product roadmap

Investors don’t just want to know what your product does today; they want to see where it’s going tomorrow. A well-structured roadmap demonstrates foresight and planning, showing that you’ve thought about both short-term execution and long-term growth.

Key elements of a strong roadmap

• Milestones: Clearly defined goals, such as launch phases, customer acquisition targets, or key partnerships.

• Timelines: Realistic deadlines that show you’re ambitious but grounded. Over-promising and under-delivering is a surefire way to lose investor trust.

• Metrics: How will you measure success? Include quantifiable targets, such as user growth or revenue milestones.

• James stresses the importance of realism in these projections. Investors don’t expect perfection, but they do expect credibility. An overly optimistic roadmap can be as damaging as a vague one.

Bonus: Highlight agility

In the fast-paced tech world, rigidity is a risk. Show that your roadmap includes room for iteration and adaptability, reassuring investors that you can pivot if needed.

By focusing on a clear problem-solution narrative, simplifying innovation without overselling, and developing a credible product roadmap, you can lay a solid foundation for building investor confidence. These steps ensure your product is not only innovative but also feasible and aligned with market expectations.

But what about the next steps? In the following article, we’ll dive into how to showcase sound development processes, balance innovation with user-centered design, address risk head-on, and build a compelling narrative for investors. Stay tuned for more actionable insights!