You have 60 seconds to describe your business to an investor. What matters most to them and what will move them to invest in your business?

Investors are not your customers, so don’t try to sell them product features or benefits. Investors are people that may want to “own” part of your company, so tell them how your business will deliver a strong return on their investment. Help them understand why they should invest in your firm.

The elevator pitch is meant to be started and finished during a long elevator ride in a tall building. Thus, if you can’t deliver your message in that length of time, your pitch is too long. Entrepreneurs are notorious for loving their idea too much while investors may be easily bored—so, keep it short and to the point.

Your elevator pitch must have the following elements:

1. What is your offering?
2. Describe your customer and their special needs.
3. How will you make money?
4. Describe the competition?
5. How is your offering different?
6. Why will the customer buy?
7. Describe the management team or founders.

Use plain English and avoid “business-speak”. Speak clearly and concisely while saving the big words for the lawyers. Keep the pitch below a minute with no more than 200 words. Practice it until it is memorized and natural. Deliver it with lots of eye contact. Investors respond to passion, but beware of going over the top. This is just business to the investor. Don’t joke around since investors are a serious lot.

The objective is to create interest and get a next meeting with the investor or to send them an executive summary.

John Bradley Jackson
© Copyright 2008 All rights reserved.

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