4 secrets to being pitch perfect from a startup founder

Down pat

Whether you're pitching your startup in a competition or for capital, here are some expert tips. Getty Images

One of the things our team at EllieGrid is most famous for is pitching. We have pitched our smart pill box in over 20 business plan competitions, on television, radio, and to so many investors that I have lost count. I can't remember what our first pitch was like but I know it has certainly evolved overtime. You could even say that we A/B tested some of our methods.

When you first organize your thoughts, you want to consider the basics, so before I give my advice, consider these tried-and-true tips.

  • Get to the point — say what your company is in the first 10 seconds
  • Know your audience
  • Shorter usually means better
  • Keep numbers to a minimum
  • Have a clear ask

In order to save you a little time, here are some of the of the lessons I learned the hard way to help you perfect your pitch.

Don't pitch. Tell a story.
I am going to let you in on a little secret: most people don't want to hear your pitch, especially if yours is not the first they have heard that day. Put yourself in their shoes, do you really want to listen to someone ramble on about facts and figures? Chances are, no. Instead, tell a story. Use engaging voices and set the scene. Recall your creative writing classes from high school and how you should mention what it was like in terms of feel, smell, taste, etc. and don't use generic adjectives such as "too small" or "the old way was hard."

People remember how you made them feel
What is in it for your audience? Is it wealth, power, fame, praise or glory, and/or pleasure? It might sound obvious to make this point when pitching, but I suggest you write out your pitch and highlight exactly where you say what is in it for them, maybe even more than once. Making the audience feel like you are caring about their desires and engaging them in conversation will help you be more memorable.

Come full circle
My favorite technique in any pitch or speech is if the speaker can connect the closing back to something they said at the beginning of their pitch. I enjoy this because sometimes the speaker will leave a question unanswered and then reveal how their solution is the answer in a creative way. This keeps your listeners engaged and connects the pain to your solution. Watch a few TED talks and you will see what I mean.

Pitch to a kid
This is probably the best advice I can give because it is a surefire way to make sure your pitch makes sense to a wide range of listeners. This also forces you to leave out jargon and filler words that you think might make you sound fancy like "innovative" or "disruptive" but actually make you sound like everyone else.

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Regina Vatterott is the COO and co-founder of Ellie Grid, a Houston-based company reinventing medical devices. Read more about Regina here.

Youngro Lee, co-founder and CEO of NextSeed, wants to create a connection between business and their communities. Courtesy of NextSeed

Houston startup founder plants the seeds for innovative capital raising

Growing investments

After eight years as a private equity lawyer, Youngro Lee quit his job to start NextSeed, a digital avenue for businesses to raise capital from the community they serve.

"One thing that I always realized in my professional career is that private equity is not the stock market," Lee says. "It's only open to wealthy, accredited individuals. I didn't like that. I thought it was in inefficient process. It's really hard for entrepreneurs to raise money if it's only open to this small group of people."

Since its founding in 2015, NextSeed has helped dozens of companies — like restaurant group, Peli Peli, and brewery, Buffalo Bayou Brewing Co. — raise money online from individual investors.

"Our mission is to connect businesses and individuals to their communities," Lee says. "That's why our businesses and the people we work with are largely focused on retail or consumer-facing businesses. No matter how our company evolves, we will stick to that as much as possible."

NextSeed is expected to grow and evolve its services in the near future.

InnovationMap: What changed so that NextSeed could exist?

Youngro Lee: When the Jobs Act happened in 2012, essentially a series of laws allowed for online fundraising for companies — including to non-accredited investors. That really caught my eye. I decided to leave my legal career to leverage this new law to start NextSeed, which is a platform for businesses to raise capital for from anybody.

IM: What were your first steps in starting NextSeed?

YL: It was really just understanding the changing law to really come to the conclusion that this could work — and then understanding the parameters that need to be put in place to make it happen. And then there's no easy way to do it, so I just quit my jobs and went for it.

IM: How did NextSeed get its initial funding?

YL: We found angel investors to get the company started. As we made some progress over time, we found some other investors along the way.

IM: How is NextSeed different from anything else out there?

YL: For businesses, it's a completely different way to raise capital. We find businesses legally compliant ways to raise money and put it online, and they get to engage with the community through their page.

IM: How is it different from crowdfunding sites?

YL: There are so many different types of crowdfunding platforms. What we're doing is investment or securities crowdfunding. Kickstarter, for instance, is asking for support or donations with a reward, but NextSeed is allowing for investing in financial securities that's being issued by the businesses. Even amongst the investment crowdfunding platforms, there's usually a focus on specific assets, like real estate, tech startups, or small businesses — that's what NextSeed focuses on, small businesses debt securities.

IM: How do you get new clients and relationships?

YL: A lot of it really is people to people. Investors telling people about it, and businesses telling other businesses about a new way to raise capital.

IM: What do you wish you'd known before you started NextSeed?

YL: Nothing ever goes to plan. I think especially for startups, there's a lot of accomplished companies out there, and a lot will try to give you advice or support. It's helpful, but the reality is that circumstances of a startup is so unique that you really have to be flexible to the feedback from the market when you're starting your business or launching your product.

IM: How does Houston's startup community compare to other major cities?

YL: I think it's changed dramatically. When I started in 2014, there was nothing like what there is now. There was nothing like Station Houston or Houston Exponential. In general, the Houston community has really embraced and has an interest in what a startup is and how it can make a good impact on the Houston economy.

IM: How has startup funding changed throughout your career?

YL: There's definitely more people interested in investing in startups, but a lot of misconceptions on both sides — companies and investors — on what a startup needs in terms of support. It is a lot better now than it was four years ago. I think the key for Houston to understand is Silicon Valley is Silicon Valley. New York is New York. Houston's innovation ecosystem is really different from other markets. I think Houston needs to find what works for Houston and not necessarily replicate what other markets seem to be doing.

IM: What's a mistake you've made in your career and what did you learn from it?

YL: There's so many. One I made, and I keep making, is as a startup founder you're so used to doing everything in a specific way. I've definitely held on to more responsibilities or decisions that I should have delegated and entrusting others to do them. As you get to different stages as a startup you have to grow the organization. What I've learned from not being able to give up control or be more flexible is that it doesn't work. It's a team effort, and you need every member of the team to feel empowered and part of the entire process.

IM: How has NextSeed's team grown over the past four years?

YL: NextSeed started with three co-founders and now we have around 18 people. We are definitely still in transition process from a mature startup to an innovative financial institution. We are officially becoming a broker-dealer to be able to service a larger base — financial side, business side, as well as our investors. The goal was for NextSeed to keep innovating and bring in new technologies and processes

IM: What's next for NextSeed?

YL: Over the next couple month we will be expanding our capabilities to work on larger projects and different types of investment opportunities.

IM: What keeps you up at night, as it pertains to your business?

YL: As a startup, "almost good" doesn't work. You have to get it right because competition and standards are so much higher for startups. So, especially given that we are focused on technology and finance, I want to make sure we set ourselves up for a high standards and meet expectations.

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Portions of this interview have been edited.

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5 Houston deep tech startups pushing the boundaries of their industries

meet the finalists

Houston has long been at the forefront of innovation, from NASA’s Johnson Space Center to its startup ecosystem using technology to disrupt industries.

As part of the 2026 Houston Innovation Awards, our Deep Tech Business category will honor an innovative startup providing technology solutions based on substantial scientific or engineering challenges, including those in the AI, robotics and space sectors.

Five deep tech companies have been named finalists for the 2026 award.

Read more about these businesses, their founders and their breakthrough technologies below. The 2026 winners will be announced on InnovationMap.com in mid-November.

Casimir

Battery tech startup Casimir develops semiconductor chips that produce continuous electrical power straight from the quantum vacuum, without the need for a battery, cord or external charge source. The company is targeting commercialization for its first-generation MicroSparc chip by 2028.

Harold “Sonny” White founded Casimir in 2023 after nearly two decades at NASA. The company emerged from stealth with a $12 million seed round in 2026. It was also awarded an STTR Phase I contract from the U.S. Space Force's SpaceWERX to support the development of the company's solid-state generator for potential use by the Department of the Air Force earlier this year.

FocisAI

Artificial intelligence startup FocisAI helps refinery owner-operators unlock actionable insights from 3D scans and images.

FocisAI was founded by CEO Tyler Wooten, COO Colin Snell and CTO Kyle Snell in 2026. It is a member of Greentown Labs and launched a seed round in September, which is expected to close by the end of the year, according to the company's application. It has rolled out 10 pilot programs and is looking to move into recurring, facility-scale deployments and scale its team in Houston this year.

Machine Saver Inc.

Industrial tech startup Machine Saver Inc. builds wireless and wired vibration and proximity sensors to tell heavy industry when a machine is about to fail. The company's technology runs on an 8-plus-year battery life and helps operators reduce downtime, improve maintenance and extend equipment life.

Machine Saver was founded by CEO Colton Bach and Quentin Bach in 2013. Its customers and partners include Houston Methodist, Blue Bell, Genemco, as well as energy and heavy industry, food and beverage, and cold chain companies, according to its application. The company is raising a Series A.

Square Robot

Energytech startup Square Robot develops and operates submersible inspection robotics that inspect aboveground storage tanks while they remain in service. The robots reduce downtime and costs, improve worker safety and limit hydrocarbon emissions.

Square Robot launched its Houston office in 2019 and closed a Series B in 2025. It plans to complete its first U.S. Navy demonstrator tank in November and is also developing real-time inspection software.

Venus Aerospace

Spacetech company Venus Aerospace is developing a high-thrust rotating detonation rocket engine (RDRE) that replaces the subsonic combustion used in conventional rocket engines. The RDRE is a compact, simpler engine that can deliver up to 15 percent greater efficiency for defense and space applications. It completed its first U.S. flight test of the engine last summer.

Venus Aerospace was founded in 2020 by CEO Cassie Duggleby and CTO Andrew Duggleby. It raised a $20 million Series A in 2022 and $42 million Series A2 in 2025. It closed a $91 million Series B earlier this year and expanded its leadership team. The company is working toward longer-duration and higher-thrust testing and advancing its flight program.

Houston leads U.S. with the biggest surge in millionaire renters

Rent Report

The number of millionaire renters and homeowners in the U.S. has surged over the last five years, and Houston has soared ahead of the rest with the largest growth rate among these affluent renter households.

Houston leads the nation with the No. 1 increase in millionaire renters from 2020 to 2024, a new RentCafe study found. The number of these wealthy households increased from 18 to 232 over the last five years, representing a 1,189 percent growth rate.

"The pandemic accelerated the shift as remote work pushed the wealthy to relocate to lower-tax metros like Houston, where millionaire renters grew 13-fold, versus 3.9-fold for owners," the report said. "Granted, 232 households is still a tiny fraction of the Houston metro’s roughly 2.7 million households, but the growth rate far outpaces any other major metro."

Nationwide, the number of millionaire renter households grew 229 percent from 2020 to 2024, outpacing the 193 percent growth rate among millionaire homeowners.

Dallas was the only other Texas metro to crack the top 10. The number of millionaire renter households in North Texas has more than quintupled, from just 30 in 2020 to 165 in 2024. That represents a growth rate of 450 percent, which — surprisingly — is only the eighth highest nationwide.

But when it comes to the largest populations of millionaire renters, New York City and San Francisco still lead the way. New York claimed the No. 1 spot with nearly 7,300 millionaire renters living in the city in 2024. Houston ranked 12th on that list.

Elsewhere in Texas, Austin and Dallas ranked as the 16th and 17th, respectively, for the largest population of millionaire renters. There were 206 millionaire renters living in Austin in 2024, and 165 in Dallas.

This is who the typical millionaire renter is
The report also revealed a surprising statistic about the typical millionaire renter in the U.S. — a lot of them are millennials working in "white-collar, high-earning fields."

"Nearly half (49 percent) of millionaire renters are Millennials, and the number of affluent Millennial renter households surged 392 percent during the five-year period," the report said. "Gen X follows with 33 percent of millionaire Gen X households renting after increasing by 147 percent."

The report continued, "Although Gen Z still represents a small share of millionaire renters (just 2 percent of the total), no generation has expanded faster: Gen Z millionaire renter households leaped from fewer than a dozen to more than 400 — a tiny cohort today, but one that was virtually nonexistent five years ago."

The top three most common professions for millionaire renters are chief executives, software developers, and managers, the report additionally found. In Houston, the surge of wealthy newcomers are mostly executives, professional athletes, and entertainers.

"These roles tend to generate steady, substantial income without necessarily tying workers to one location, making renting a practical fit, rather than a financial necessity," the report said.

Hotspots for millionaire homeowners
In RentCafe's separate list comparing the top 10 most popular U.S. metros for millionaire homeowners, Houston ranked 12th nationally with 4,374 millioniare homeowners living in the metro as of 2024. These wealthy Houstonians are most likely working as chief executives, physicians, managers, and lawyers and judges.

Houston has already proven to be a hotspot for millennial homebuyers, and the latest RentCafe data says millennials make up 19 percent of all millionaire homeowners in the U.S. Gen Xers and Baby Boomers still maintain the largest shares of millionaire homeowners nationwide, at 45 and 33 percent, respectively.

Dallas (No. 10) and Austin (No. 20) also appeared among the hottest metros for millionaire homeowners.

Only one Texas city appeared among RentCafe's list of the 20 fastest-growing metros for millionaire homeowners: College Station ranked 13th nationwide with a growth rate of 1,329 percent. From 2020-2024, the number of millionaire homeowners residing in College Station grew from 14 to 200.

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This article originally appeared on CultureMap.com.

Houston ranks high on best cities for small-business expansion report

business growth

For small businesses looking to expand, Houston might be the right place.

Among 56 major U.S. metros, Houston grabbed the No. 6 spot on a new list of the metros boasting the strongest environments for small-business expansion.

A 2025 report from the state comptroller’s office showed roughly 970,000 small businesses operate in the 13-county Gulf Coast region. The region includes the majority of the Houston metro area.

“Whether it’s a family-owned shop on Main Street or a fast-growing startup, small businesses power our state’s economic engine, create opportunity, and strengthen the character of every Texas community,” Kelly Hancock, who was interim state comptroller when the report was released, said in a press release.

Business lending platform Clarify Capital analyzed five factors to develop the list: job growth, business entry and exit, net job creation, and unemployment.

Overall, the Nashville area claimed the No. 1 spot on the list. Other major Texas metros also cracked the top 10, including Austin at No. 3 and Dallas-Fort Worth at No. 7.

“The highest-ranking metros combine labor-market momentum with steady business formation and relatively favorable local employment conditions,” Clarity Capital says.

The Houston metro ranked sixth for job growth, 11th for business entry rate, 38th for business exit rate, second for net job creation rate, and 50th for unemployment rate.

“For business owners, the ranking is a starting point rather than a guarantee,” Clarify Capital says. “Local demand, competition, operating costs, and access to capital still shape whether an expansion works.”

“Building enough cash-flow room for hiring, equipment, and unexpected expenses can help small and midsize business owners take advantage of a strong market without stretching the business too thin,” the company adds.

Of course, money fuels small-business expansion in the Houston area or anywhere else.

According to an analysis of SBA loan data by feasibility consulting firm MMCG, the Houston metro area saw 1,685 approvals for 7(a) loans and 101 approvals of 504 loans in the federal government’s 2025 budget year. The approval numbers for both loan categories increased from the previous year.

Altogether, the 7(a) and 505 loans exceeded $1 billion.

The data from the U.S. Small Business Administration suggests small-business expansion may be on the rise in the Houston area.

Further potential evidence of small-business expansion in the Houston area: The region experienced a 92 percent rise in account applications from 2024 to 2025 submitted to Bluevine, a small-business banking platform. The Houston metro ranked fifth for the number of Bluevine small-business applications in 2025.

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