What do investors really look for in the first 30 seconds of a pitch? At the 2025 London Biotechnology Show, Discovery Park hosted a panel discussion featuring five incredible biotech investors, who peeled back the curtain to share insights for founders and tips on perfecting your pitch.
Our expert panel included:
- Dominick Peasley, CEO – SPRK Capital (Panel Chair)
- Sonja Lawrence, Associate Director – Proven Connect & The TAR Network
- Sonal Pai, Investor – First Spark Ventures
- Emmi Nicholl, Managing Director – Cambridge Angels
- Eva Tarasova – Investment Director – Wharton Asset Management
Key learnings from their discussion on the investor landscape and perfecting pitches:
Behind the Scenes of Being an Investor:
The Reality of Investment Timelines
Understanding investor timelines is crucial for planning your fundraising strategy. These timelines can extend significantly if investors aren’t familiar with your sector.
| Investor Type | Average Timeline (initial engagement → delivering funds) | Key factor |
| Angel Investors | 12 weeks | Relationships matter more |
| Venture Capital | 6 – 8 weeks | More structure on decision process |
| Family Office | 4 – 6 weeks | Able to move fast based on interests |
Get to the Point – 30-Second Rule
Family office investor Eva Tarasova knows within 30 seconds if she can invest. Investors are short on time, so your approach should focus on:
- What you need from the investor
- Why that specific investor is right for your company
- Your key story without unnecessary detail
Eva is receptive to cold outreach, but warns she’s too busy to give personalised feedback if the business isn’t the right fit. VC Sonja advises founders to understand the focus and portfolio of the investors you are pitching to, always tailoring the approach according to their specific interests.
How Investors Really Evaluate Startups
The 5 Ts Framework: VC Sonal Pai uses this proven method to assess founders for investment potential:
- Team – Passionate problem solvers who can execute
- Traction – Evidence you’ve spoken to the market and are gaining momentum
- Tech – Innovation with genuine potential to disrupt
- Total Addressable Market (TAM) – A big market with significant growth potential
- Timing – Entering the market at the right moment
Industries of Particular Interest
While AI remains the “flavour of the decade”, other hot areas include:
- Cell and gene therapy
- Platform technologies
- Companies with potential to remove industry blockers
Find an Incubator
Family office investor Eva urges founders to research incubators, which can be great for referrals and building a network of investors. VC Sonal tends to track interesting companies she spots on incubators.
Ask for Introductions
It’s important to be well networked in your sector. Angel investor Emmi urges founders to end every meeting asking for your next introduction.
Perfecting Your Pitch
Lead with Business, Not Science
The biggest mistake? Focusing too much on pure science instead of commercial potential. Do this instead:
- Set up the problem succinctly and demonstrate market potential
- Clearly outline your business plan and commercial case – this isn’t a scientific project
- Be receptive to feedback and open to taking advice
Master the Art of Scientific Storytelling
Biotech investors understand the broad picture, but details often escape them. No investor wants to feel uninformed, so:
- Use storytelling over scientific jargon
- Explain your concept simply (think 5-year-old test)
- Focus on the impact, not the methodology
Be Honest About Competition
VC Sonal feels suspicious if founders claim they have no competitors at all. Every business has competition in some form. Instead:
- Acknowledge your competitive landscape
- Demonstrate your understanding of the market
- Show how you differentiate
Showcase Your Dream Team
When reviewing a deck, Angel investor Emmi goes straight to the pitch slides covering the team and advisory board. She’s looking for:
- A team with execution ability
- Advisors with credibility and diverse skills
- The right mix of expertise to support the business
At Discovery Park, we are supporting the next wave of science and tech innovators. We’ve created a practical guide called ‘Science to Startup’, packed with useful insights to help you lay solid foundations, avoid common pitfalls, and start building a business with real potential.