Inside the Jury Room: The Founders Who Stand Out Are Usually the Best Prepared by Caroline Gueissaz
11.06.2026
A Venture Kick jury session lasts only a few minutes, but experienced investors and entrepreneurs often form their first impression almost immediately. Surprisingly, that impression is not always created by groundbreaking technology or ambitious market projections. As an Innosuisse expert, startup investor, former General Manager of Business Angels Switzerland, and long-time Venture Kick juror, Caroline Gueissaz has evaluated hundreds of founders throughout her career. From these countless pitches, one lesson stands out: the startups that create confidence fastest are rarely the most flashy. They are the ones that demonstrate preparation, customer understanding, and the ability to communicate clearly under pressure. As part of the Inside the Jury Room series, Caroline shares the signals she consistently looks for when evaluating startups and why preparation remains one of the most underestimated competitive advantages for founders.
 Caroline Guiessaz
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First impressions start before the pitch
According to Gueissaz, confidence begins with the details.
“There are many signals I pick up within the first few seconds,” she explains. “One of the most important is preparation.”
Even seemingly small aspects, such as sharing slides smoothly, managing technical challenges confidently, and starting the presentation without friction, immediately create a positive impression. While these details may appear minor, they often reflect something larger: founders who prepare thoroughly for a pitch are more likely to be equally prepared when building their company.
Passion creates trust
Investors do not expect every founder to be a charismatic performer. What they do look for is authenticity.
“The entrepreneur’s passion must come through,” says Gueissaz. “It does not need to be exuberant, but I want to feel that I am speaking with someone who genuinely wants to make the world a little better.”
That sense of purpose helps create trust. Founders who clearly believe in what they are building make it easier for others to believe in it too.
The strongest proof is a customer
When evaluating early-stage startups, Gueissaz focuses on one signal above all others.
“Customers, customers, customers.”
The strongest founders are already engaging with the people who will ultimately use their product. Whether through interviews, pilots, early adopters, or initial sales conversations, they have gone beyond assumptions and started validating demand. For investors and jurors, genuine customer interest is often more convincing than a polished business plan because it demonstrates that the problem is real and that the market is responding.
Investors are watching the team dynamics
One mistake founders frequently underestimate is the importance of coordination during the pitch itself.
“I think teams often underestimate the negative impact of poor coordination during a pitch,” says Gueissaz.
When multiple founders are presenting, it should be clear who leads the story, who covers specific topics, and who answers particular questions. Confusion, interruptions, or uncertainty can leave a surprisingly negative impression. A startup is ultimately a team effort, and investors pay attention to how founders work together, not just what they present.
Focus on excellence, not gimmicks
Founders often ask how they can create a memorable “wow” moment during a pitch. Gueissaz believes they are asking the wrong question.
“How do you create a wow effect for people who see ten pitches every week?” she asks. “That is a difficult challenge.”
Trying too hard to be original can sometimes backfire. Instead, the most memorable founders focus on delivering an exceptionally clear and polished presentation. They rehearse relentlessly, refine their message continuously, and ensure the pitch feels natural and effortless. The founders who stand out most consistently are not necessarily the loudest or the most dramatic. They are the ones who understand the fundamentals of a strong pitch, communicate their vision clearly, answer questions thoughtfully, and make the most of every minute they are given.
And when the pitch ends, they leave jurors with two things: confidence in the opportunity and confidence in the team behind it.