down the avenue: Getting Your Elevator Pitch Right

October 10, 2010

“Keep it short, and make sure your lead-in deals with the problem you’re trying to solve.” — Jeff Evans, Co-Founder of MindSnacks

Since Evans’ company makes mobile language learning games, he started his pitch by explaining that current language learning programs can be dull, expensive, and time consuming.
“People have to have an idea of what the problem is and what the current solution is and why yours is better.” — Carl Leubsdorf, CTO of hour.ly

“Know what you have to say and say it fast.” — Ben Hughes, Director of Technology at NabeWise

In NabeWise’s case, this includes an explanation of why there is a demand for information about neighborhoods and how the company would monetize this site by charging real estate agents to be “neighborhood experts” and selling advertising.
“Really brief.” — Patrick Swieskowski, Co-Founder of Ninite

We guess there’s something to be said for practicing what you preach.

“It doesn’t work quite as well in an elevator, but the way I describe the problem is to show a picture of my first apartment in New York. It helps people understand why storage in New York is a necessity, not a luxury.”– Daniel Hughes, Founder of StorageByMail.

StorageByMail offers cheaper storage than is typically found in a big city by allowing customers to mail their storage to a warehouse outside of the city. Showing a crowded New York apartment helps investors visualize why there is a need for the service.

“Practice, practice, practice on new people every day. You can’t develop an effective pitch by yourself…Everyone in my family has heard my pitch 100 times, and when their eyes glaze over I know that I’m doing something wrong.” — David Bloom, CEO of Naama Networks

Bloom’s current pitch for his online food ordering site mentions that the first e-commerce transaction was apizza, but that since then restaurants haven’t done a great job selling online. It’s an interesting tidbit that prevents eyes from “glazing over,” as he put it.
“Go for it. ‘Pretty good’ won’t hack. Pretend you’ll be rated on a scale of one to 10 after your pitch. Only a 10 matters. One through four is a one; you’re done. Five through nine is a five; they might remember you and say ‘interesting,’ but you’re done. Only a 10 is success, and hopefully opens the door to the 10 or 60 minute pitch. It’s not about batting average, it’s about home-runs.” — Bryan Trussel, co-founder and CEO ofGlympse.