Decoding the nascent entrepreneurial pitch
研究早期创业者如何用60秒的初创推介吸引联合创始人，发现通过个人化使概念具体可感、展现可信度和有效使用符号是关键，为创业者和导师提供了打造有力推介的框架。
Purpose This paper investigates how early-stage founders use the 60-s nascent pitch to attract co-founders, by applying the narrative paradigm. Design/methodology/approach Videos of supported and non-supported pitches from Startup Weekend were analysed using the Grounded Theory Method. Findings The findings were used to develop a framework for a successful nascent pitch. It shows that founders who can engage the audience, convey credibility and use symbols effectively are more likely to attract co-founders. Bringing these three elements together through personalisation, that is, making the startup concept tangible and personally relevant for co-founders to visualise, enables the founder to talk a venture into existence. Practical implications This paper holds implications for founders and entrepreneurship mentors to craft a powerful, persuasive pitch by drawing on the framework. Originality/value The framework brings a holistic understanding to the nascent pitch and explains how nascent founders acquire human resources at one of the earliest stages of venture formation. In this way, concerns of prior fragmented approaches focussed only on narrative elements of investment pitches are addressed.