How to Describe Your Startup in Just One Sentence

In the 1970s and 80s, there as game show, “Name That Tune”, in which contestants had to guess the name of a song in as few notes as possible.

Today’s version of that show is “Name That Startup”, which requires consumers to get what a start-up does and the value it offers in as few words as possible.

Why Mini-Descriptions are Challenging

1. You’re too close to the product, so not able to grasp what customers need to know.

2. You want to include as much information as possible so unwilling to leave anything out.

3. You believe your product is too complex to be described in a single sentence.

4. You don’t have the in-house expertise to make it happen

How to Kick Off A Mini-DescriptionIt must include the following elements:

1. What your startup does2. Who is serves

3. The value to the user

Sound simple, right?

Here’s An Example:

Freshbooks offers an online invoicing service for freelancers that makes it easy to manage and track how much money they’re owed.

Marty Neumeier’s “Zag” Approach

It involves six elements: 1. What2. How3. Who4. Where5. Why6. When

Here’s An Example:“The only motorcycle manufacturer that makes big, loud motorcycles for macho guys (and macho wanabees) mostly in the United States who want to join a gang of cowboys in an era of decreasing personal freedom”.

Sound simple, right?

Next Steps

• Write your mini-description. Don’t worry about content or length.

• Then, chop it down. If it’s 100 words, make 75 words, then 50 words.

Tip: Focus on what’s important and relevant to target audiences. (aka make it customer-centric)

ExperimentShow mini-description to friends, family and customers.

ExperimentBased on feedback, make changes or try different versions to

what works

Mini--Descriptions Are Line in the Sand, Not Something Etched in Stone

Your Mini-Description Will ChangeHow Come?

Product Evolves

Competition

Customer Needs

Target Audiences

Shift

Looking for More?

For more thoughts on how to create a one-sentence startup description, check out this post on markevans.ca/blog, which is focused on startup marketing.