Pitching novelty: How do Startuppers use metaphors

Abstract

The purpose of this work is to demonstrate that metaphors represent an efficient tool that entrepreneurs can use in pitching their ideas. The literature explain us that this figure of speech has always been used in order to explain the scientific discovering, nowadays metaphor can be used in a similar context such as the discovering of a novelty in the business context, this is what Startup do. Startups during their life have to explain their project in front of an audience of investors in order to obtain funds, this moment is called pitch. The aim of our analysis is to understand and classify all the metaphors that are most commonly used and which of those seems to be more efficient in explaining in front of a investors something completely new and unknown.