Know the ideas we're looking for.
1) Ideas that can become for-profit businesses. Non-profit organizations, by nature, require donations because they cannot create a financial return for an investor.
2) Ideas that innovate on some level. For example, a coffee shop that is only different because you are pouring the coffee is not how we would define innovating. A coffee shop changing the supply chain, customer experience and business model for how people buy coffee - that's interesting.
You probably know what it is already. Once your idea is submitted, it cannot be changed.
Focus on what's really story worthy. Entice us with what's great, but avoid marketing schtick like, "Welcome to the future." It cannot be changed later.
You may not have a picture of your idea. That's fine, give us something personable to look at. It cannot be changed later.
What's the big idea?
The long description of your idea does not have to literally be long. Concise = Good. Back up what you told us in the short description.
Describe the nearest player in your field?
This is important. Describe who or what exists now that people choose instead of your idea. For example, people who want money to do something with an idea may choose Kickstarter for the reasons it's different from Start Garden. Focus on what the nearest player offers now.
How are you different from that player?
Don't spend a lot of words on how inferior the competition may be. Describe two or three ways your idea drastically differs.
How's the world different with your idea in it?
Here's where you can go crazy. Give us the incredible benefits that come from your idea leaving your head and becoming real.