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HOW TO WRITE A HIGHLY EFFECTIVE ELEVATOR PITCH
STARTUP SECRETS
A pitch is your best argument for why your company deserves my attention
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I might be a potential Investor, Corporate Partner, Hire, Customer…
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There is no PERFECT pitch format.Understand your audience and adjust.
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An elevator pitch is...
It cannot include everything, so don’t try
A brief introduction, that should lead to a deeper dialogue about your company
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Use your elevator pitch to start conversations...
>> Conferences & trade shows>> Networking events>> Meeting potential clients, investors, staff members>> Speaking to potential suppliers or partners
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You’ll use it 100 x more often than your investor pitch. In fact, any time you meet someone new is an opportunity to use it
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Once you’ve developed it, share it with your team so everyone is ‘singing off the same hymn sheet’
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But I need a 5 Minute Investor Pitch!
The elevator pitch distills your value proposition to its simplest form
Simple is always good! Starting simple helps you stay focused when you move on to crafting your 5-minute pitch
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What to include
> Problem > Solution > Target Customers> Business Model> Achievements> Call to Action g3partners.asia
What to include
ProblemPitch an obvious and applicable problem
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What to include
SolutionWhat’s your solution?More importantly, what’s the value of it?
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What to include
Target CustomersWho will buy your product/service?
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What to include
Business ModelHow do you plan to make money? Financial projections?
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What to include
AchievementsWhat have you achieved so far?
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What to include
Call to ActionWhat do you want me to do next?
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Identifying the ‘Problem’
> If your company doesn’t solve a problem for someone, give up!
> The problem you’re solving might be:
> Helping Kim Kardashian organise her party schedule
> Saving infant lives in India
Either way, YOU MUST SOLVE A PROBLEM FOR SOMEONE!
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Even more on the ‘Problem’
> Try to give your problem an emotional twist
> BIGGER is definitely better!!
> Explaining your problem as a story helps people engage more
If your audience can’t relate to the problem you’re solving, forget it!
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What to include - Example
>> Problem - Startups struggle with cross-border marketing & PR, in English
>> Solution - We help startups raise funding, find customers and hire staff by designing
winning marketing and PR strategies that we implement with our clients
>> Target Customers - We work with tech startups in that are expanding internationally
>> Business Model - We charge startup friendly fees on a modular or project basis and
we’re on course to reach USD $1 million revenue in our second year
>> Achievements - We’ve bootstrapped to a team of eight in 18 months and we’ve worked
with some of the fastest growing startups in Asia
>> Call to Action - Are you a startup seeking support with cross-border marketing or PR? g3partners.asia
Elevator Pitch: Template 1
> “We solve [problem] > by providing [advantage], > to help [target] > accomplish [target’s goal]. > We will make money by [business model] > to help target get [benefit]. > [Call to action].”
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Elevator Pitch: Example 1
“We solve startups’ cross-border growth barriers
by providing marketing services that accomplish goals like raising investment or finding customers.
We make money by charging clients for our services
to help startups expand internationally more quickly.
Are you at a startup that’s trying to expand internationally.”
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“My company, [company name], is developing [product/service] to help [your target audience] [solve a problem]. [secret sauce]. [Call to action]”.
Elevator Pitch: Template 2
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“My company, BlueCoffee, is developing a small-scale, cost effective coffee roaster to help independent coffee shops roast their own beans. We also purchase coffee beans direct from premium growers in Brazil and Kenya. We help our customers save money and improve the quality of their coffee and we provide growers guaranteed revenue and promote sustainability and accountability. Are you the owner of an independant coffee shop?”
Elevator Pitch: Example 2
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Now you’ve got the basics. Time to make it your own…
>> "My company develops mobile applications that businesses use to train their staff
remotely. This means that senior managers can spend time on other important tasks.
>> "Unlike other similar companies, we visit each organization to find out exactly what
people need. This means that, on average, 95 percent of our clients are happy with
the first version of their app.
>> "So, how does your organization handle the training of new people?"
Elevator Pitch: Example 3
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>> My company, [CONFIDENTIAL] helps enterprises reduce the time and cost of cloud
migration by 20 X.
>> Market data suggests that in 2016 around 7M servers will be moved from
on-premises to cloud. That number is likely to increase by 250% year on year and our
full suite of services are primed and ready to support.
We charge on a per-migration basis and our fees are typically 1/20 the cost and 20X
faster than traditional options.
>> Global brands like HP, Microsoft and NEC love us and we’re working on a full US
launch in Q3 2016. We’re looking for investment and distribution partners who can
join our journey.
Elevator Pitch: Example 4
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Elevator Pitch Tips
>> Make me care
To attract and retain attention (even for 30 seconds), it really comes down to answering this question… What can you do for me?
>> Make me trust youGot some great achievements? Tell us about them. Achievements build trust and credibility!
>> Make me want moreElevator pitches are conversation starters. Don’t pack in too much!
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>> Keep it simple
If you’re meeting someone for the first time they know nothing about you and may not know very much about your industry… Keep it simple, or lose me
>> Your tech doesn’t matter
[Most] people care about solutions to problems, not patents or algorithms
So tell me: How does your solution make my life better
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You did this pitch for a reason right?
>> Clearly state your goals at the end, whether you’re raising money, trying to win an employee, corporate partner or a customer
Or, position a follow-on question
Don’t let them walk away
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Should I use the same format each time?
>> Of course not! You will need to adjust your content, flow and delivery based on your goals and the audience you’re speaking toLearning a script will make sure you don’t miss important information
Elevator Pitch Delivery
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Who are we?
G3 Partners is a marketing and communications agency that only works with startups and growth stage tech businesses that are expanding internationally.
We’re NOT consultants, we’re practitioners and we’re equally comfortable developing strategies as we are executing them on behalf of our clients - In short, we don’t charge for reports, we charge for results!
A few of the ways we can help:
> Website content and marketing material (developing and updating content & design)> Social media management (new accounts, content creation & Ad campaigns)> Crowdfunding campaigns (planning, content, video, launch, management & wrap-up)> Media engagement (articles, press releases, thought leadership)> Content marketing (text, image & video)> Investment support (strategy planning, content preparation, investor outreach)
MARKETING • PR • GROWTHfor Startups in Asia and Beyond
ABOUT THE AUTHORS
Nathan MillardCEO & Founder | G3 [email protected]
Nathan is G3 Partners’ CEO and has over 10 years’ experience in supporting global communications for small and large businesses, primarily in Asia. Prior to founding G3 Partners, he was Korea’s most active writer about startups, in English. He is an official Global Communications mentor at Google Campus Seoul.
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ABOUT THE AUTHORS
Erik CorneliusCo-founder | G3 [email protected]
Erik is G3 Partners’ COO. He has more than a decade of PR, marketing and market research experience in Korea, serving clients ranging in size from startups to Samsung. His professional passion is telling the stories of Asian startups to the rest of the world.
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