# **Planning, Pitching and Promoting Your Esports Startup**

  



You’ve got an idea. You’ve researched the audience. Now it’s time to **bring it to life** — and convince others to believe in it, too.

This page walks you through everything from writing a business plan to pitching your concept to sponsors, funders, or even esports incubators. It also covers how to **market and grow your brand**, whether you’re a team, a content channel, an event organiser, or something entirely new.

Whether you’re in a classroom, starting your first venture, or developing a final project, this is your **practical guide to turning ideas into action.**

  

## The Business Plan Blueprint

A business plan is your **startup roadmap**. It shows:

* What you’re offering
* Who it’s for
* How you’ll reach them
* How you’ll make it work financially

Even if you never seek funding, having a solid plan improves your focus, organisation, and chances of success.

  

### Key Elements of an Esports Business Plan

#### 1. Executive Summary

A 1–2 paragraph snapshot of your idea.

**Example:**

> “VALOGIC is an online content hub and coaching group for amateur VALORANT players aged 16–20. It provides weekly short-form tips, tactical breakdowns, and 1-to-1 coaching for under £10/month, using Discord and TikTok as its main platforms.”

It should include:

* What the business is
* Who it’s for
* Why now is a good time
* What makes it different

  

#### 2. SMART Objectives

Set goals that are:

* **S**pecific
* **M**easurable
* **A**chievable
* **R**ealistic
* **T**ime-bound

**Example:**

> “Gain 500 TikTok followers and convert 10% into paid Discord members within 2 months.”

  

#### 3. Budgeting and Planning Tools

Track:

* Startup costs (e.g. domain, software, gear)
* Ongoing costs (e.g. hosting, marketing, staff pay)
* Revenue expectations (e.g. memberships, ad revenue, merch)

Free tools:

* [Google Sheets](https://sheets.google.com) or [Excel](https://www.microsoft.com/en/microsoft-365/excel)
* Budget templates from [Prince’s Trust](https://www.princes-trust.org.uk)
* [Start Up Loans business plan builder](https://www.startuploans.co.uk/business-plan-template/)

  

#### 4. Market and Competitor Analysis

This shows:

* Who your audience is
* What their needs and preferences are
* Who your main competitors are
* What your niche/advantage is

**Tip:** Use graphs, quotes, and screenshots to visualise data.

  

#### 5. Marketing and Financial Plans

How will you:

* Get attention?
* Keep people engaged?
* Earn income?

**Examples of revenue**:

* Sponsorship
* Ads (Twitch, YouTube, socials)
* Coaching or training fees
* Digital products (guides, eBooks)
* Merchandise or digital skins

  

## Marketing Your Startup

Even the best Esports idea fails if nobody hears about it. Your job is to build a **clear identity** and **reach the right people** at the right time.

  

### Use the 4 Ps of Marketing

| 4 P | Esports Example |
| ------------- | ----------------------------------------------------------------- |
| **Product** | Coaching service for Rocket League |
| **Price** | £5 per week or £15/month |
| **Place** | Via Discord server and YouTube |
| **Promotion** | TikTok clips, shoutouts from streamers, student Esports societies |

Think about:

* What makes your **offer valuable**
* Where people will **discover you**
* Why they should **choose you over others**

  

### Digital Marketing Channels

Esports brands typically rely on **online-first** promotion.

#### Key Platforms:

* **TikTok**: Great for short highlights, memes, and coaching tips
* **Twitch & YouTube**: Core for content creators and teams
* **Instagram**: Visual branding, announcements
* **Discord**: Fan hubs, feedback, private member spaces
* **Twitter/X**: Fast news, sponsor shoutouts, team culture

> **Tip:** Build early traction by collaborating with influencers, school/university teams, or even using Reddit communities.

  

### Sponsorship and PR

Attracting sponsors depends on your ability to **communicate value**:

* Audience size and demographics
* Branding and values
* Engagement (not just followers — think views, clicks, likes)
* Professionalism and consistency

Use a **pitch deck** or sponsorship media kit that includes:

* Who you are
* What you do
* Your stats and highlights
* What a sponsor could get in return (logo placement, mentions, shoutouts)

  

### Ecommerce and Merchandising

Even small creators can run a merch brand now.

Tools:

* [Spring](https://www.spri.ng) (formerly Teespring)
* [Printful](https://www.printful.com)
* Shopify, Etsy, or Ko-fi Shops
* Sell digital guides or resources using [Gumroad](https://gumroad.com)

Make sure your merch matches your **brand vibe**, e.g. clean designs for competitive teams, streetwear for lifestyle orgs.

  

### Brand Identity and USP

Your **brand is your promise** — what people feel when they see or hear about you.

* Have a clear **name, logo, colour scheme, and tone**
* Define your **USP**: Unique Selling Point — what sets you apart?

**Examples of USPs:**

* “We’re the only UK org focused entirely on female VALORANT players.”
* “We combine coaching + comedy in one unique content brand.”
* “We build in-school tournaments with prizes sponsored by local businesses.”

  

## Pitching Your Idea

A great idea needs great communication.

Whether you're:

* Entering a competition
* Approaching investors or sponsors
* Pitching to a college board or tutor

… you need to present with **confidence, clarity, and evidence**.

  

### Structuring Your Pitch

1. **Hook** (why it matters)
2. **Problem** (what’s missing)
3. **Solution** (your idea)
4. **How it works** (delivery + audience)
5. **Why now** (trend or opportunity)
6. **Who you are** (credibility)
7. **What you want** (support, funding, platform)

  

### Adapting to Different Audiences

| Audience | What They Care About |
| --------------- | ---------------------------------- |
| Sponsors | Brand exposure, audience relevance |
| Investors | Return on investment, market size |
| Teachers/Judges | Feasibility, effort, creativity |
| Players/Users | Fun, value, quality, uniqueness |

  

### Handling Questions Professionally

* **Prepare ahead**: Think of tough questions and rehearse answers
* **Be honest**: If you don’t know, say so and offer to follow up
* **Stay calm**: Don’t get defensive — view questions as interest, not criticism
* **Take notes**: Use feedback to improve, even if your pitch isn’t accepted

  

## Reflecting and Improving

Even if your first plan or pitch doesn’t land, it’s part of the learning process.

Great entrepreneurs **listen, tweak, adapt**, and come back stronger.

  

### Use Feedback Wisely

After a pitch or presentation:

* Ask for feedback formally
* Reflect on what worked and what confused people
* Don’t take rejection personally — it’s data!

  

### Set New Goals

Turn every project into a **stepping stone**:

* “Next time, I’ll simplify my pitch slides.”
* “I want to double my engagement before re-pitching to a sponsor.”
* “I’ll build a new budget that’s easier to explain.”

  

### Develop Soft Skills

Along the way, you’ll also grow in:

* Public speaking
* Confidence
* Time management
* Professional communication
* Creative thinking

These are useful far beyond Esports — they’re life and career skills.

  

## Useful Resources

* [StartUp Loans Business Plan Templates](https://www.startuploans.co.uk/business-plan-template/)
* [Canva – Pitch Deck Templates](https://www.canva.com/presentations/)
* [British Esports – Student Resources](https://britishesports.org/students/)
* [YouTube: Esports pitch examples](https://www.youtube.com/results?search_query=esports+startup+pitch)
* [The Prince’s Trust Enterprise Hub](https://www.princes-trust.org.uk/help-for-young-people/support-starting-business)