How to nail your startup narrative according to a go-to-market expert
- ATC Team
- 3 days ago
- 4 min read
If you had 30 minutes with a go-to-market expert to refine your pitch, how would you use it?
Most founders would jump straight into features, product demos, or market size slides. The thing is that the most effective pitches actually don’t start with what you’ve built. They start with how you tell the story of the value you capture.
At the end of the day, investors aren’t just buying into your product; they’re also buying into your narrative.
Start with a simple, powerful story
According to go-to-market specialist Mike Parson, there are two classic ways to frame a winning pitch, and most great startups lean into one (or both):
1. “We solved a hard problem”
This is the deep-tech, high-complexity narrative.
You’re saying:
This problem is difficult, messy, and misunderstood, and we’ve done the hard work to solve it.
This works especially well if your product is built on serious technical depth, research, or a non-obvious solution.
2. “We saw what’s coming”
This is the future-focused narrative.
You’re saying:
There’s a major shift happening – technology, regulation, behaviour – and we spotted it early.
Whether it's AI, climate tech, regulatory change, or any major industry transformation, you should position yourself ahead of the curve rather than react to it.
However, many of the best pitches combine both. They show depth (we solved something hard) and timing (we saw the wave early), which is exactly what gets investors leaning forward.
Think global from day one
One of the biggest signals investors look for? Global potential.
It’s not enough to say, “We’ll expand internationally later.” You need to show you’ve actually thought it through.
That means:
Where can you scale with minimal localisation?
Which markets offer the greatest opportunity and the least friction?
What changes (regulation, pricing, competition) might impact your move?
For example, expanding into a slightly smaller market like the UK might make more sense than the US – if it’s easier to enter and faster to gain traction.
It’s not always about going bigger. It’s about scaling strategically.
Prove your tech is actually defensible
In a world of AI tools and “build it in a weekend” products, one question matters more than ever: Can someone recreate your product with a few prompts in ChatGPT?
If the answer is “kind of”, you’ve got a problem.
Investors are increasingly looking for defensibility – something that can’t be easily copied.
A simple way to think about it is a three-layer cake:
Data (your proprietary edge)
Application (how it works)
Interface (how users interact)
You don’t have to dominate all three, but you need to stand out in at least one.
For many startups, the real moat is in the data: unique datasets, years of research, or insights others simply don’t have.
Traction isn’t just revenue (but it helps)
Yes, investors love revenue. No surprises there. But if you’re early-stage, don’t panic as traction comes in many forms.
This can include:
Customer interviews and surveys
Prototype testing
Pilot programs
Webinar attendance or user engagement
All of these show momentum. They prove you’re learning, iterating, and getting closer to product-market fit.
That said, the end goal should be to turn that interest into dollars.
Even small signals, such as customer willingness to pay, repeat usage, or pilot-to-paid conversions, can go a long way toward building confidence.
Use your time wisely
If you do get access to mentors, advisors, or investors, don’t waste it.
Come prepared with:
A clear version of your narrative
An understanding of your market and expansion path
Evidence of traction (whatever stage you’re at)
Because the goal isn’t just to get feedback. It’s to walk away with a sharper story – one that works not just for competitions, but for every future pitch.
Final thoughts
A great go-to-market strategy isn’t just about channels, campaigns, or growth hacks. It’s about clarity. Clarity in your story. Clarity in your positioning. Clarity in why your product – and why now. Get that right, and everything else gets a whole lot easier.
About Mike Parsons
Mike Parsons is an AI-driven growth marketing strategist whose career blends technology, creativity, and scalable growth systems. In 2025, he coached four finalists in the Startup World Cup.
His passion for technology began in 1997, when he launched Australia’s first internet radio station. Since then, his journey has taken him across Europe and to Silicon Valley, where he earned a Guinness World Record and sold his startup to a public company.
As CEO of Qualitance, Mike led the company through a successful exit to ALTEN, which is listed on the Euronext. He has also led global agencies, including Tribal DDB in Amsterdam and McCann in San Francisco, managing campaigns for brands such as Xbox, Philips, and Nike. He has built and exited companies, launched innovation labs, and advised scale-ups worldwide.
Today, he is the founder of Apollo Advisors, the growth partner of Scalare Ventures, where he works closely with portfolio companies to design and implement predictable, scalable growth systems. Based in Australia, Mike helps founders and executives leverage AI-powered marketing and product innovation to drive growth and remain competitive. His work has been recognised by the Deloitte Fast 50, Inc. 5000, Cannes Lions, D&AD, and Effies, and he has received a TED Award. He has also appeared on CNN and in the Financial Times.
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