How to write an elevator pitch

Why do I need an elevator pitch?

“People have really short attention spans,” says Minhas.

In this era of sound bites, she says elevator pitches can quickly communicate your business idea. “It helps someone quickly understand what you’re doing and what you need.”

An elevator pitch can accomplish several things:

• get to the heart of what you’re offering
• explain complex ideas in understandable terms
• help you introduce yourself
• open doors to potential collaborations
• communicate your value proposition
• differentiate your company from the competition 

What is a good elevator pitch?

A good elevator pitch is simple, memorable and engaging. Be natural and use your own words. Your enthusiasm is what makes people want to follow you—not just your arguments.

A successful elevator pitch should also follow the 3C rule—be clear, concise and concrete—according to Marie-Pier Tremblay, a business coach at Futurpreneur, which provides financing and mentorship to business owners aged 18 to 39.

• Clear: Use words everyone can understand
  Entrepreneurs often have in-depth expertise in their field and forget that their jargon can be hard to follow.
  
  “I recently met a chemist with a brilliant idea. The problem was, I didn’t understand a word of her explanation,” says Tremblay. “If your potential investors tune out, it’s game over.”
• Concise: Respect your audience’s time
  Read your listener’s body language. If they lean back, look away or seem distracted, that’s a clear sign your pitch is too long, or not engaging enough.
• Concrete: Give tangible examples
  Show how your product or service works in real life. Stay concrete and avoid abstract language. Don’t just describe your product. Show it in action with a specific example and meaningful numbers.
  
  Instead of saying, “I have an app that reduces food waste,” say, “Do you own a restaurant? My app analyzes your inventory in real time and alerts you to items that are about to expire. You’ll reduce food waste by 50% each month and save $2,000 monthly.”
  
  The result is clear, and your listener understands the concrete benefit of your solution.

Elevator pitch example

Here’s a 30-second sample elevator pitch from a fictitious company’s CEO.

Hi! It’s a pleasure to meet you. I’m the CEO of AlGal, a Montreal-based company. We’re infusing algae oil into plant-based products to deliver the same nutritional benefits as real seafood without harming the oceans.

Overfishing of our oceans could cause the world to run out of seafood within 20 years. Yet many communities still rely on seafood because of their proximity to the ocean or for nutritional reasons. Our technology can help address this critical issue. 

Our sales were close to $8 million last year, and we’re about to launch in the European market.

Algae oil can also be an alternative fuel source since companies can mass-produce it. And we’re also working on technology to extract algae for various applications. So far, no one has figured out how to do this on a mass scale.

We’d like to schedule a call with you to share more about what we’re doing, as we’ll be looking for investors next year.

Let’s look at the key elements of the example above.

After a greeting and brief introduction, the CEO uses a striking statistic about overfishing to capture the listener’s attention.

In addition to introducing the company, the CEO highlights strong sales figures and explains how the company stands out from the competition.

The pitch ends with a call to action—a meeting or a call—and the CEO explicitly states that the company is looking for investors.

Five tips for creating an irresistible elevator pitch

1. Keep it simple, clear and concise

Describe your product or service in a few compelling sentences. Use questions or statistics to spark a reaction. Don’t try to cram too many details into your 30 seconds or speak too quickly. Share the most relevant information and aim to evoke an emotional response.

“Your goal is simply to be understood. You can dive into more technical aspects at a conference or in a setting where people are familiar with your industry,” explains Minhas.

2. Tailor your message to your audience

Adjust your pitch based on what truly matters to your listener, advises Tremblay. “Customers want to know if you can solve their problems. Investors are interested in your sales, growth and market size.”

An effective strategy, she says, is to identify your main audiences and develop a few tailored versions of your pitch for each category.

3. Stand out from the crowd

Make it clear what differentiates you from the competition. Highlight your uniqueness with statements such as: “We’re the only business in the city/country/world that does X.”

4. Be ready to answer tough questions

No matter how good your pitch is, it won’t impress everyone right away. Assess any weak points and identify any objections your audience might raise. Prepare a few key phrases and adapt them to the conversation. Your pitch should remain flexible, not scripted.

5. Practise before you perform

Rehearse and ask mentors or trusted contacts: Which parts aren’t clear? Which parts are dull? Your pitch will evolve over time. Listen to feedback and make any necessary adjustments.

“It should be something that you constantly hone. You won’t know how it will land until you see the person receiving it and hear your own voice. You’ll start to see what’s working and what’s not, and what needs to be revised,” says Minhas.

Tremblay strongly advises against reading your pitch. “I’ve seen people reading from their phone, head down, completely disconnected. Avoid that,” she says.

Pitfalls to avoid

Overhyping or watering down your message

Your pitch should be grounded in real facts. Don’t say, “I think you’re going to love it.” Instead say, “We validated our solution with 30 companies.”

The opposite mistake is a lack of confidence, something Minhas and Tremblay often observe among women entrepreneurs.

“Our fund exists because women aren’t able to raise capital at the same pace as their male counterparts,” notes Minhas.

Compounding that problem is the way many women approach elevator pitches. Women are more hesitant and much more measured in their approaches than men.

“We doubt ourselves too much, avoid taking risks and downplay what we’re capable of. When a prospective financial partner listens to your pitch, they’re also assessing your growth potential. If you don’t believe in yourself, why should they? Be realistic but ambitious,” adds Tremblay.

Failing to adapt to the context or your listener

Before launching into your pitch, ask questions to understand who you’re speaking with. What excites them? How can you meet their need? If you’re presenting to a group, craft a message broad enough to resonate with everyone.

“Start with a brief exchange to gauge their energy, then adjust your pitch accordingly,” says Tremblay. “There’s nothing worse than being bombarded with information without ever being asked what you actually need. It’s the same in business. Understand the personality and context of the person in front of you.”

Relying too heavily on AI

Tremblay says she has seen entrepreneurs ask artificial intelligence to create their perfect pitch. “You get a flawless text, but one that lacks entrepreneurial passion. Create a version in your own words, with your experience and energy. Only then should you use AI to refine it. Never the other way around,” she says.

Not having a clear objective

Before preparing and delivering your pitch, clarify your goal. That will determine the right information to include.

• Are you aiming to secure a follow-up meeting?
• Are you seeking an investment or financing?
• Do you want to sell your product to the listener? 

End your elevator pitch with a clear call to action.

In person or virtual: Is it the same?

In person, your energy and presence come across much more strongly. Use the space, approach people, make eye contact and adopt an open, confident posture. Ask questions and create a real exchange. Most importantly, embrace imperfection. It makes you more authentic and builds trust.

In a virtual setting, however, creating emotional impact is more challenging. “Bring more energy than you would in person, because the screen absorbs some of your intensity. Use your arms. If you’re selling a physical product, show it. If you work in design and want to showcase a project, put it on screen. This holds attention and strengthens your credibility,” says Tremblay.

Make sure you have a strong Internet connection, a good camera, proper lighting and clear sound. Look at the camera—not the screen—to create genuine eye contact. Always test your technology. “Once, my computer shut down in the middle of a pitch. The battery died! Don’t let technology sabotage you,” adds Tremblay.

Elevator pitch vs. business pitch: What’s the difference?

While elevator pitches and business pitches both offer up business ideas, a business pitch is given to people primed to hear it.

“It’s more targeted,” says Minhas. “At the end of the business pitch, you generally know the outcome, such as signing a contract. You don’t deliver a business pitch on the fly in an elevator. You’ll also likely use visuals and highlight successes and outcomes more.”

Next step

Download BDC’s free pitch deck template for start-ups to help you outline your roadmap.