The campaign page is the place to tell the story of your business, your achievements to date and present a clear understanding of how your business will grow. It should give investors a sense of who you are, where your passion lies, why you started the business and why you think it will succeed.
The most important aspect to writing your pitch on Republic Europe is to create a compelling story that draws people in and educates them as to why you believe your company is going to be the next big thing. When setting the scene and creating your story think about the following elements:
Who your target audience is and the tone in which you’ll speak to them
The most compelling aspects of your business: Why are you better than your competitors?
The reason you set out to create your business: What gap are you filling, and why is this an area people should invest in?
The main use cases of your product
Once you have set the scene, the aim is to make the investor's decision to invest in your business as quick and simple as possible by providing an overwhelming amount of evidence that it is on a successful trajectory.
Remember, you are promoting the business as an investment proposition, not selling your product/brand.
If you have a tech-heavy product, remember that the average investor won’t have deep knowledge on this. Try and keep explanations simple, and save highly technical details for additional documents, updates and the discussion forum. Your Investment Associate can help you sense check this.
KPIs To Include where relevant:
Financial success (e.g. revenue) This is a key validation for an investor, it shows you have a product or service that meets the needs of your market, who are prepared to pay for it.
Total number of users, and growth rate of user-base. This validates the traction that you have in your market and how much that is increasing. Coupled with the first point you can build a powerful story.
Key clients or partnerships. If you are working closely with a well established brand, this validates that they see a value to your product, which helps build the picture for the investor of the total value of the business.
Press inclusions and awards. This is a great way to include third party sources of validation for your business.
Pipeline and future contracts. If you have letters of intent (LOIs), pilot agreements, or upcoming deals, include them. They show credible, near-term growth rather than speculative projections.
Regulatory approvals or certifications. If your product is regulated (e.g food, medtech, fintech), include any licenses, certifications, or IP filings that add defensibility.
Community and brand engagement. Crowdfunding investors love community traction. Show active social followers, newsletter signups, waitlist numbers, or engagement rates to prove genuine demand.
Customer testimonials or reviews. Include short, verifiable quotes or metrics (e.g. “98% customer satisfaction,” “rated 4.9★ on Trustpilot”). Real voices help investors trust your brand.
Fundraising history and investor validation. Do you have VCs or industry investors on board already or as part of the round?
General Metrics investors want
Revenue (last 12 months) + % YoY growth.
Monthly recurring revenue (MRR) & ARR (if subscription).
Gross margin % and contribution margin per unit.
Users: total
KPIs tied to milestones: e.g., “200 retail doors, 3 pilot partners, 1,000 paid users”
Use Images to Break up the Text
See related article on Image Dimensions
Hero: product in use (high-res) + 1-line investor snapshot (revenue, users, raise).
Infographic - do not put too much text on an image, instead use it as a highlight.
Graphs: revenue or user growth (simple line chart) - investors scan for upward momentum.
Team grid: photo, 1 line credential each. E.g.
Milestone timeline: 3 boxes for 3, 6, 12 months.
Don’ts
Don’t use aspirational claims without evidence (awards, partnerships)
Do not mention financial forecasts - as we cannot approve them - only realised figures.
Avoid vague market sizes without assumptions - you will need to provide evidence from within the past 3 years to support any statements.
Don’t overpromise timelines (investors will expect you to publicly report against them).
Don’t copy-paste your website content - Your pitch is targeting investors not customers
Don’t make forward-looking statements sound guaranteed. Use “We aim to” or “Our mission is”.
Don’t overuse buzzwords - Words like “disruptive,” “AI-powered,” “revolutionary,” mean nothing without specifics. Use quantifiable and provable statements instead.
The final element that needs careful consideration is what you are going to do next. With the funds you raise here where are you going to get to, and when are you going to get there. It’s really important to be realistic but keep it fairly specific. It’s incredibly likely that you’ll be raising follow-on rounds in the future, whether through Republic Europe or other means, therefore it’s vitally important to have a body of happy shareholders you can call upon to help.
By setting the expectations here and then meeting them (or hopefully exceeding), you’ll keep them on your side and they’ll be more than willing to help you achieve your goals. You’ll want to consider:
Runway and timing: How long will this raise sustain the business? For example: “We aim for this raise to give us 18 months of runway and expand into two new markets.”
Milestones and deliverables: What specific goals will you achieve - product launches, user growth, team hires, regulatory approvals, or new partnerships?
Future funding plans: Set expectations early. Will you raise again in 12-18 months? At what point or milestone? This helps investors understand your scaling path.
How this round unlocks the next one: Explain how meeting these goals will make you more valuable, de-risk the business, or attract larger institutional investors later.
When you’re talking to shareholders following your campaign, you can refer back to these goals in your communications to them. How close are you to achieving them? If they are not relevant anymore, why not? This lays the foundation for a great relationship with your shareholders, and that will allow you to get far more from them than just funding.
Example language for “Use of funds”
“We are raising £X to: (1) expand production capacity to Y units (40% of raise), (2) hire sales & customer success with the aim of hitting 200 B2B customers by Month 12 (30%), (3) marketing and PR to drive direct acquisition (20%), (4) working capital (10%).