Biotech start-ups: How to pitch the “value” of the investment rather than the science alone?

Funding for cutting-edge scientific discoveries is essential to enable the application of science at the pre-commercial stage. While the scientific breakthrough may be obvious, it is not always sufficient in itself, and identifying the commercial opportunities is essential to convince investors.  How is the commercial value of a scientific discovery identified and what to do once it has been defined?  How to effectively communicate the potential value of the science – which may not be realised for a long time – to attract talent and raise funds? How do you build trust with potential investors?