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What Investors Really Want to Hear in Your Pitch A good concept is one thing, but investors are more likely to consider these three criteria -- and they can make or break your pitch

By Sam Hogg

Opinions expressed by Entrepreneur contributors are their own.

Beyond the Big Idea

Once again, reality TV is getting it wrong. Thanks to shows like ABC's Shark Tank, too many wannabe entrepreneurs think venture capital comes after a great idea, and then the product follows. In reality (not the TV kind), companies rarely start that way.

Most startups that transition from concept to viable product get there through bootstrapping and loans and nest eggs and prototypes and calling in favors. These are the efforts that can lead to outside investors.