2015 02 09 Developing A Shale Gas Supply Chain In The Uk Guestpost

Take an objective look at your planned product offering and determine its highest and best possible benefit to your target customer. As suggested by this hierarchy, build your short-form elevator pitch around the highest benefit(s) that you deliver. The best approach is to start by first understanding the most valuable benefit you provide, and then to compose a series of short bullets covering your most impactful opening talking points.


Put this aside for a day or so, and then come back and determine the points that would be most likely to hook a potential investor in less than 60 seconds, starting with your most powerful points. Once that is done, you now not only have a good start on your long-form pitch, you also have developed an attention-grabbing introduction that can be an effective short-form pitch. Ironically, through the countless interactions with entrepreneurs in our workshops, we have seen that it is more difficult to compose a short-form elevator pitch than a longer one.


Once you have a compelling long-form pitch, determine the most compelling two points and you will be well on your way to a good short-form pitch. During our many workshops with entrepreneurs over the years, we found that the creation of a good elevator pitch was often surprisingly stressful and frequently produced heated disagreements among team members. One factor that contributed to differing approaches was a lack of understanding the pitch’s goal. The sole objective of this pitch—unlike those designed, perhaps, to land a job interview or to meet and impress a new social friend—is to create interest in learning more about your business and getting the listener to voluntarily commit the time to learn more about your firm as a potential investment.