Inside The Pitch 2025: How finalists earned their spot

The Pitch final is fast approaching, with the big night set to thrill the judges and audience on September 22. Finalists have been shortlisted, and as the excitement builds for the live event, many of you might be wondering, “What does it actually take to get to this stage?”.

Like with any pitching event, mission or competition, being successful is not just about having an innovative product or service; it’s about proving your business has the clarity, resilience and vision to succeed. The Pitch judges look for entrepreneurs who have already done the hard work of turning a dream into a viable, well-documented plan, and this is often the case for any entrepreneur embarking on the road to investment.

To give you a behind-the-scenes look at what separated the contenders from the finalists in The Pitch 2025, here is the essential checklist that every successful applicant had to ace. This is the gold standard for any aspiring entrepreneur, whether they’re in the running this year, preparing for next year or getting ready to pitch their business to investors or a new audience. 

1. The foundation: A compelling ‘why’

Every business journey begins with a powerful story that features the problem the entrepreneur is solving and the passion that drives them.

• Problem-first thinking: The most impressive entries didn’t start with a solution; they started with a significant problem. Finalists could clearly and concisely articulate the pain point their business addresses, showing a deep understanding of their target audience’s needs.
• The unique solution: Finalists all defined their Unique Selling Proposition (USP). Not all defined it as their USP, but they captured: How is their solution genuinely different from what’s already on the market? Whether it’s a revolutionary service model, a more sustainable product or a better user experience, their USP was the defining feature of their pitch.
• The power of narrative: They didn’t just present data; they told a compelling story. Finalists connected with the shortlisting judges through storytelling, connecting on an emotional level and sharing the vision and passion behind their brand.

2. The proof: Deep market knowledge

A brilliant idea in a vacuum is not a business. The finalists demonstrated they had done their homework, proving their concept was viable in the real world.

• Pinpoint your audience: The finalists know exactly who their customer is. They went beyond broad demographics to understand their behaviours, challenges and motivations. For those who are new to the market, this shows a credible path to reaching and engaging their market. For those who have been in the business a little longer, this was evident in their existing financials or projections. 
• Market size and trends: They backed up their claims with solid research. Finalists could articulate the size of their market, supported by data, and showed they understood current industry trends. They proved their business isn’t just a fleeting trend but is built for long-term growth.
• Competitor analysis: Acknowledging the competition isn’t a sign of weakness; it’s a sign of strength. Many finalists were able to identify their main competitors and clearly explain their strategy for carving out a unique space in the market.

3. The roadmap: A bulletproof business model

Judges want to see a clear and realistic plan for success. The finalists’ applications were not just about potential; they were about a pragmatic strategy.

• Clear revenue model: The chosen businesses have a well-defined plan for making money. Whether it’s through subscriptions, a one-off purchase or a service fee, their financial model is clear and sustainable.
• Go-to-market strategy: Finalists presented a clear, actionable plan for reaching their customers. This included specific marketing and sales channels, showing they had a roadmap for acquiring and retaining customers.
• Realistic financials: They don’t need to be finance experts (unless it is their business, which it is for one finalist!), but every finalist has to have a firm grasp on their numbers. They shared their figures and will need to speak confidently about their costs, projected revenue and their timelines. This level of preparation is the mark of a serious entrepreneur.

4. The presenter: Confidence under pressure

Ultimately, the person behind the business is just as important as the business itself. The finalists are not just innovators; they will also need to be persuasive leaders as they take to the stage at the Mansion House in Dublin. 

• Flawless delivery: Finalists will have practised their pitch until it is second nature, supported by the expert coaching they receive with Rowan Managhan, courtesy of the competition. They will be able to deliver their message with conviction and clarity, without relying on a script. This confidence will be on full display at the live event when they have seven minutes to pitch.
• Mastery of the details: They know their business inside and out. Finalists will have to be prepared to answer tough questions about their financials, customer acquisition and long-term vision, when the judges have three minutes to grill them!
• Leveraging technology: The top contenders understand how to use technology to their advantage, alongside the all-important personal stage presence. They may choose to use cutting-edge tools to enhance their pitch and leave a lasting impression on the judges.

Now that you know what it takes, we invite you to see these exceptional entrepreneurs in action. This year, you can watch The Pitch 2025 live to witness the pitches and see who will be crowned the winner of The Pitch, powered by Samsung.

On September 22, The Pitch 2025 finalists will take to the stage for their chance to win a prize worth up to €150,000. To watch the event livestreamed, tune into our social media channels. Visit The Pitch Hub to learn more.