Storytelling is essential in a startup. Startups need to be able to tell a compelling story that is customized to the specific audience. A customer is interested in understanding how the technology or service will solve their unmet need. Acquirers need to understand how the startup will increase revenue or de-risk their current business. Investors need to understand the potential return on their investment and the risk associated with an investment in the startup. In this section, we will learn how to tell this compelling story through a well-structured investment pitch and business plan.