When you’re applying to an accelerator or incubator, your pitch deck might open the door, but it’s everything beyond the slides that actually gets you inside. These programmes don’t just invest in ideas – they invest in founders. And that means they’re looking at your story, your market, your traction, your grit and yes, how you handle a curveball in a five-minute Q&A, as much as nobody wants to hear that.
Because the truth is, most founders get so focused on the deck that they forget the rest of the application – that is, the interview, the follow-up emails and the due diligence – is where the real decision happens. So, if you want to stand out, you need to be memorable for the right reasons. Here’s how to do it.
Know What They’re Really Looking For
Accelerators and incubators aren’t charities. They’re looking for startups with the potential to grow fast, capture market share and create returns. That means they’re scanning you for three things:
- A Scalable Business Model: Not just a good idea, but one that can grow without breaking.
- A Clear, Urgent Market Need: Something customers want right now, not in theory five years from now.
- A Founder Team They Believe Can Execute: Because the best ideas still fail with the wrong people running them.
And, here’s the catch: they’re also looking at your coachability. If you come across like you’ve already “figured it all out”, you’re signalling you’re not ready to learn, which makes them less likely to back you.
Go Beyond the Numbers
You obviously need your metrics – that is, market size, revenue, growth rate, customer acquisition cost and lifetime value. But numbers alone won’t get you in, they want to see the why behind the numbers.
So, if you say you’ve grown 300% in six months, you’re going to have to explain how. Was it a new distribution channel? A partnership? An SEO strategy that’s working better than you expected? This tells them two things: that your growth isn’t luck, and that you understand how to repeat it. Don’t be afraid to tell them about your success.
And, if your numbers aren’t huge yet, that’s okay – you need to lean into momentum and make use of user testimonials, waiting lists and beta test results. Early proof beats big projections every single time, there’s no doubt about it.
Craft Your Story Like a Human, Not a Sales Robot
Founders who get in tend to have a narrative that sticks in the mind. Not just “We solve X problem for Y market”, but why they’re the ones to solve it. Maybe you faced the problem yourself and built something out of frustration. Maybe your background gives you an unfair advantage. Either way, tell them about it.
And, it’s not about over-dramatising your story. It’s about making sure the decision-makers remember you in a stack of 300 applications. Your story is the hook they hang all your other details on.
Be Clear What You’re Asking For
It’s surprising how many founders can explain their product but not what they want from the accelerator, whether they’re looking for technical mentorship, introductions to enterprise clients or help raising your next round. Whatever it is, you need to know and be able to tell them.
Because you can’t just say you want to be involved. If you’re not specific, that tells them you haven’t thought through how you’ll actually use their resources. The best founders walk in with a short list of concrete things they want, and a plan to action them during the programme. That way, you’re not expecting them to do any of the thinking.
What Not To Say
As always, there are some things that raise red flags instantly. Avoid lines like:
- “We have no competition” – What this really says is that you haven’t researched your market and you’re being arrogant.
- “We just need funding to go viral” – This is admitting that you’re relying on luck.
- “We’ll figure out the business model later” – This translates to your saying you know that you’re not investable yet.
And as always, resist the temptation to oversell. Saying you’ll be a $1B company in two years without explaining the path just makes you sound unrealistic, and ultimately, anyone can do that.
Show, Don’t Just Tell
If you’ve got a prototype, demo it. If you can let them try the product, that’s even better. Seeing something in action beats hearing about it, and it’ll also stick in your memory.
And, if your product’s not physical or ready yet, show process. Screenshots of the beta, clips from a user test and visuals of your pipeline are all things that’ll help sell your startup. The more tangible your progress feels, the more confident they’ll be.
Nail the Follow-Up
The post-pitch stage is where a lot of founders get sloppy. A rushed or generic thank-you email is forgettable, and if you don’t do anything at all, you may as well have just skipped the pitch altogether. Instead, thank them by name, recap one or two specific things from the conversation and share something useful or relevant. Whether that’s an updated metric, a new client you’ve signed or an article that connects to your discussion, actively engage with them pick up on aspects of your conversation.
It keeps you top of mind and subtly reminds them you’re moving fast and that you’re keen.
Handle Tough Questions Well
Accelerators will often push you with questions you can’t fully answer, and as much as that’s tough, it’s also very much intentional. They’re testing how you think under pressure, and often it’s about how you answer rather than having all the right answers straight off the bat.
If you don’t know, it’s better to say, “That’s something we’re exploring and here’s how we’re approaching it,” than to waffle on and speak rubbish – they’ll know, you can be sure of that. Honesty paired with a clear problem-solving approach is far more impressive than a shaky guess.
Remember, You’re Pitching Your Startup and Yourself
The accelerator isn’t just deciding if you’re right for them, you’re also deciding if they’re right for you.
Ask about their track record. You can enquire about things like who in the programme has succeeded, what support they give beyond funding and how much time you can expect to get with mentors. Because the wrong fit can be a distraction that slows you down, and the right one can change the entire trajectory of your business, so make sure you make the right choice.
At the end of the day, your pitch deck gets you noticed, but your preparation, self-awareness and clarity get you in and helps you make the most of the situation. So be honest, be focused and make them believe not just in your idea, but in you and your team.
