The Second Most Important Pitch: How Digital Start-Ups Must Navigate the Endorsement Economy to Scale

The Second Most Important Pitch Team

This three-year research project is led by principal investigator Professor Neil Pollock and co-investigators Professor Richard Harrison and Dr Luciana D'Adderio at the University of Edinburgh, in partnership with Institute of Industry Analyst Relations (IIAR). The project is funded by the Economic and Social Research Council (ESRC).

The UK is one of the leaders in promising new digital ventures worldwide. However, there are concerns that many will fail. Using a qualitative methodology, the project aims to foster a discussion around a pivotal evaluative hurdle that influences the ability of new digital ventures to prosper.

Thus far, one factor influencing whether a new digital venture can grow is the backing of industry analysts. While much has been written about the first equity pitch, a start-up will make to an investor, little is known about how ventures make these second most important pitches to analysts to win their endorsement. The team will analyse the 'pitches' made by new digital ventures to analyst firms and investigate how the analysts subsequently assess the venture's viability and potential as compared to other players. Understanding just what is expected in these second pitches and how they are evaluated will make a key contribution to academics, policymakers and those directing and supporting digital ventures.