It seems that the pitching process is reaching new heights...literally.

Turkish Airlines will reportedly launch an initiative called Invest on Board, that will allow start-ups to pitch to business class passengers flying with the airline, according to a post by Quartz.

The initiative is the brainchild of Istanbul-based eTohum, an online platform that connects entrepreneurs with investors and companies, which will run the program and handpick the company pitches featured in flight. 

So how will it work? While the outlet reports there aren't many details, start-ups can apply for the program on the Invest on Board website and eTohum will be responsible for vetting the start-ups the make it into the program.

Companies that do make the cut will then provide a pitch video that passengers can watch in the air. Think of it like an elevator pitch, which just happens to take place via video…on an airplane. 

According to the program’s website, 12 start-ups (all Turkish) have been accepted as of now. Turkish Airlines has not yet announced a definitive launch date, however.