First and foremost your pitch should set you apart from your competitors. In order to demonstrate to the listeners/lenders that you've accomplished this:

• Explain your business concept and provide a clear statement of your product or service,
• Address who your target market is and why, and
• Provide a compelling reason that explains why this business will work and how it is differentiated

Prior to presenting this material, you should absolutely have prepared a detailed business plan. When it comes time to pitch potential investors, you will have graphs, charts and calculations prepared to solidify in their minds, not only the strength of your product or service but the credibility of your venture.