Taking on the World: The Realities MUSE Faced as a SXSW Pitch Finalist
- Ryota Tanaka
- Jun 13
- 6 min read
Updated: Jul 23
Introduction: Why I’m writing this blog
Hello everyone, I’m Yasu, CEO of MUSE.
I’d like to share our experience at SXSW Pitch, held from March 6–9, 2025.
SXSW Pitch is one of the world’s largest and most prestigious startup pitch competitions, held 17 times to date. MUSE was proud to be selected as a finalist: the fifth Japanese company ever to do so, and the first ever in the Robotics category.
Unfortunately, we didn’t win.
That outcome was incredibly frustrating, and I felt the need to reflect and organize my thoughts. I'm also writing this for future startups, especially international teams from countries where English is not the primary language, hoping that our experience can offer some insight as they aim for the SXSW Pitch stage.
If you’re curious about SXSW or aiming to expand into the U.S. market, I hope this post offers a raw and honest look into our journey.
What Is SXSW Pitch?
SXSW Pitch is the official startup pitch event within SXSW (South by Southwest), held in Austin, Texas.
Startups from around the world present in front of judges, delivering a 3-minute pitch followed by a Q&A session for each category.
Here’s an overview:
How We Got Involved
I first heard about SXSW in a casual conversation with a designer when we had just launched MUSE.
They said, “Startups usually go to things like SXSW, right?”
That stuck with me. “Wouldn’t it be cool if we could get on that stage someday?”
As our U.S. expansion began focusing on Texas, we realized that exposure at SXSW could significantly boost our recognition among American businesses. We decided to apply, though honestly, we didn’t think we had much of a shot.
The selection process was rigorous. It included evaluation of your business model, competitive edge, traction, awards, and a demo video. That video was key; if it doesn’t make an impact, you won’t make the cut.
Preparation: From Finalist Notification to Show Time
We applied in July. Then, in mid-December, just when we had almost forgotten, we received an email:
“Congratulations, you’ve been selected as an SXSW Pitch Finalist.”
Excitement quickly turned to nervousness.
Each team consists of two people: a Presenter and an Assistant. I was the Presenter, and I appointed Joel, our U.S.-based business developer, as the Assistant.
Although the Assistant doesn’t go on stage, they operate the slides and coordinate animations and videos in sync with the Presenter’s speech. Coordination is essential.
Joel is a Board Director at MUSE US and a key figure in our U.S. expansion. With a background in the U.S. Army and 25+ years at Walmart, including firsthand experience implementing robotics in stores, his deep knowledge of both store ops and robotics is rare and invaluable.
Our 2-Month Preparation Included:
Refining our pitch narrative
Improving slide design
Official SXSW pitch coaching (2 group + 3 individual sessions)
Video pitch feedback (before and after coaching)
JETRO’s (Japan’s trade and investment agency) Global Acceleration Hub coaching (6 sessions)
Intense remote and in-person rehearsals with Joel
Solo practice (probably over 100 times…)
Among these, the video pitch feedback was especially useful. We submitted recordings and received detailed feedback from about 10 coaches, including scores for each judging criterion, strong points, and areas for improvement.
Reference:
On the Ground: Rehearsals and the Real Deal
Arrival (March 6)
We arrived the day before rehearsals and met up with Joel.
Austin was in full SXSW mode: live music on every corner and pop-up events all around. Just walking the streets put us in a great mood.
Rehearsal (March 7)
We had planned to enjoy sessions and events, but there wasn’t much time for that.Our first face-off with the other four finalists revealed that only two seemed fully prepared.
We messed up our rehearsal by accidentally presenting in “edit mode” on Google Slides, which broke our video playback...
Some coaches gave constructive advice, but others suggested major revisions, some of which felt unrealistic at that stage. We stuck with our original slides to minimize risk.
Day Before (March 8)
We practiced all morning in the hotel conference room.
By then, I had fully memorized the script and could deliver the pitch right on time.
We then spent the rest of the day drilling Q&A practice with Joel, anticipating every possible question.
Pitch Day (March 9)
By this point, it was all about getting enough sleep.
Our downtown hotel was surrounded by noisy SXSW parties, but with earplugs (essential!), I slept fine.
We met at 7 a.m. for a final run-through and headed to the venue.
One hour before pitching, we were ushered into a check-in room. Everyone, including the judges, seemed surprisingly relaxed, sipping coffee and snacking.
Our category drew a full house, reflecting the high interest in robotics. Many Japanese attendees were present too, possibly drawn by MUSE’s participation.
Once our pitch began, Joel’s slide operation went smoothly, and we finished with 15 seconds to spare.
The Q&A went reasonably well, and I felt we had made a solid impression.
Some questions were hard to catch, but overall, the judges seemed engaged: asking about product scalability and market size.
Joel was confident too: “Great job!” he said.
Other teams had clearly improved significantly during the two days as well.
The Results
When the results were announced, we weren’t confident that we would win. Other teams had done an excellent job as well. There were a few teams that we thought had a real shot. But in the end, the award went to yet another team.
We felt quite disappointed at that moment. Some of the other finalists in our category had suggested going out for drinks afterward, but I just didn’t feel up for it. I headed back to the hotel, and perhaps due to the fatigue, I ended up falling asleep right away.
Finalist Meetup (March 10)
The next day, all finalists gathered to exhibit in booths and interact with attendees.
Refocused and energized, Joel and I demoed our product.
Foot traffic wasn’t massive, but our booth had a steady stream of visitors, many Japanese included, and we even ran the robot live.
Overall, there were more people from operating companies, with just a few investors here and there.
Reflection: What It Takes to Win SXSW Pitch
We received no feedback post-pitch, nor insight into the judges’ evaluations.
But based on the winning team’s approach, I believe the keys to success are:
Clear, relatable problem framing
A tight fit between problem and solution
Concise slide design
Above all: spontaneous English proficiency for the Q&A
In three minutes, you can’t say much, so clarity and simplicity are everything.
All teams and presenters were impressive. But the winning edge likely came down to these details.
And yes, English skill matters a lot. I have no overseas working or living experience, and all my English is self-taught in Japan. I’m pretty sure I was the weakest English speaker among all the finalists!
While you can rehearse the script well enough, the Q&A demands real-time comprehension and impromptu articulation, which can be a serious differentiator.
One Month Later: The Aftermath
It’s only been about a month since the event, so it’s hard to say for sure, but at the very least, since SXSW is the biggest event of the year for people in Texas, participating in SXSW Pitch has definitely changed the way they see us. It’s already proving useful in business talks and fundraising discussions.
Over 400 Japanese attendees came this year. Japanese presenters are rare, so we stood out.
We’ve already had several conversations about partnerships and funding.
Final Thoughts: For Future Challengers
SXSW Pitch isn’t just a pitch contest. It’s a platform to prove your relevance on the global stage.
Success is never guaranteed. But the learnings, the connections, and the frustration, they’re all priceless.
If you're even considering applying to SXSW Pitch, go for it.
Together, let's build a future where more international companies can shine on the global stage.
We are hiring!
MUSE is currently hiring for a variety of positions, in the engineering, business, and corporate fields.
If you share our vision and are interested in the “challenge of creating the future from scratch,” please feel free to apply.
Casual meetings and office tours are also welcome!
For employment information and entry:
Looking forward to talking to you!