As a startup founder, you will pitch your business thousands of times—to potential customers, partners, team members, investors, and more. The elevator pitch is your gateway to grabbing attention and conveying the essence of your idea in a clear and concise manner.
The Elevator Pitch Formula
[My Company] is developing [a defined solution] to help [a specific target market] with [a problem they face or an opportunity they seek].
Example:
“My company, the Founder Institute, is developing a startup accelerator to help idea-stage and pre-seed entrepreneurs build fundable businesses with a structured methodology and global investor network.”
Key Guidelines for Crafting Your Pitch
- Avoid Adjectives and Superlatives
- Words like “first,” “only,” “huge,” or “best” suggest inexperience and lack of credibility. Stick to facts.
- Precisely Define Your Target Market
- Broad terms like “women” or “small businesses” are too vague. Focus on a specific niche.
- Steer Clear of Buzzwords and Jargon
- Use plain language that anyone can understand, regardless of industry knowledge.
- Keep It Short
- Aim for brevity. Long-winded explanations dilute the impact.
Frequently Asked Questions
1. Isn’t one sentence too short?
- The brevity is intentional. The goal is to establish immediate understanding and spark a deeper conversation.
2. Shouldn’t I focus on building a pitch deck instead?
- A strong elevator pitch is the foundation of any great pitch deck. You’ll pitch your business hundreds of times before creating a deck—perfect your foundation first.
3. Is pitching just for fundraising?
- Pitching goes beyond fundraising. You’ll use it to attract employees, partners, customers, and investors. It’s a tool for feedback and refining your message.
4. Where else can I get help pitching my startup?
- Explore free events and resources from the Founder Institute at FI.co/events.
Why the Elevator Pitch Matters
If you can’t distill your business into one sentence, you likely need to deepen your understanding of your idea. The simplicity of this format ensures clarity and focus, allowing you to effectively communicate your vision to any audience.
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