Why do you need an “Elevator Pitch”?

When you are a project owner, manager or a sponsor you get asked what the project is about. This is important because bosses, employees, customers, and partners all need to “buy in” and get excited about your idea. They will form an initial impression in three minutes or less. This first impression is the lens through which everything else is viewed. If you are not able to clearly communicate what the project is about and why you are doing it, then the chances of getting the necessary funding or support for the project will rapidly diminish. Busy executives get bombarded with ideas and proposal many times every day. Even when you have a great idea, if they don’t understand it quickly the opportunity is lost.

A well-articulated message or an ‘elevator pitch’, while not a guarantee of success, is an important part of selling an idea. The problem is that many people don’t have a prepared pitch or story that they can tell and so the opportunity to sell an idea walks out of the door.

What is an ‘Elevator Pitch’?

An elevator pitch is a crisp message that communicates key features of the project in a succinct way so that others can easily understand it. Imagine if you get asked about the project in the lift going up to your office. Can you communicate what the project is about before the elevator gets from the ground to the tenth floor?

A good elevator pitch covers what problem you are trying to solve, who it will benefit (i.e. the customers), how you are going to solve it (the solution approach), what efforts/ investments are required (e.g. time, resources and money) and what the next steps are (i.e. what support you need). An elevator pitch is intended to give just enough information to get others interested in your proposition without overwhelming them with a flood of information.

An elevator pitch is a tool to help you communicate your proposition or your idea to others who have a stake in its success. To start, you need to have done your homework and have a clear idea about the ‘project’. It is worth spending some time with your team to prepare answers to following basic questions.

An elevator pitch is a tool to help you communicate your proposition or your idea to others who have a stake in its success. To start, you need to have done your homework and have a clear idea about the ‘project’. It is worth spending some time with your team to prepare answers to following basic questions.

Step 1 – Describe the Problem or the Opportunity

  1. What motivated you to launch this idea? What is the key problem or need? A real life story or scenario about the problem helps the audience understand the problem or need in personal terms and agree that it is an interesting problem that needs fixing.
  2. Who else is doing something similar? What problems or success have they encountered?
  3. How long would it take?

Step 2 – Define Your Solution to the Problem

  1. What is your approach to solving the problem? Where do you start? When do the first results appear?
  2. Is what you are delivering different from what others are delivering? In what way? What are the alternatives?
  3. Who would be the users or customers? Would it be easy or difficult for them to use/adopt this?
  4. How would the solution benefit the customers, save time, save costs, increase quality or generate more revenue? Are the benefits easy to see?
  5. When would these benefits be delivered? How much it would cost?

Step 3 – Describe the Implementation Plan and Risks

  1. What are the key activities in the implementation?
  2. What are the key decisions that need to be made?
  3. Who will do the work (e.g. internal staff or suppliers)? Do we have the skills or expertise to do the project?
  4. Who will oversee the implementation? Who is involved in making the key decisions?
  5. What are the major deliverables or milestones? When will they occur?
  6. What are the key risks and how you are addressing them?

Step 4 – What Funding is Available and what is Needed?

  1. Do you have enough funding to do the project?
  2. Where is the funding coming from?
  3. Do you have full funding or there are progressive rounds of funding? What are the milestones (or success measures) for additional funding?

Step 5 – Describe the Support Needed to Ensure Success

  1. Who is supporting this initiative? Why are they supporting it?
  2. What type of support are they providing?
  3. How do you plan to communicate/sell the project internally? What opposition do you see?

Step 6 – Consolidate, Practice and Deliver

There are a number of questions to consider in preparing the pitch. Based on your situation only a few would be included for your pitch. But having considered these questions you would have fully analysed the opportunity and will be ready to face questions that may arise.

Delivering the pitchThe pitch is a tool to educate and communicate so be clear, don’t use jargon! Create a tag line that captures the essence of the idea, e.g. “loans approved in five minutes” or “eliminating errors by data entry using smart phones”. Focus on the opportunity problem you’ve encountered and why your solution is the best for providing value and benefit to the customer. Make the argument compelling.

A typical closing statement may be – “We are solving an important problem, with a solution that works. We understand the risks and challenges ahead. We have a team that can execute. We need X dollars to reach Y milestone. We need your support to help us achieve this success. “

Keep the pitch concise and conversational. A pitch that has about 230 words would take a minute to deliver. Don’t come across as if you are lecturing or giving a long monologue. Ask a question to engage the listener. Your pitch needs to be credible. Avoid the temptation to overpromise or underestimate the cost or efforts. Use hard numbers wherever possible to demonstrate that you have done your homework. Be specific about the benefits and the support or resources needed for success. Tailor your pitch to the needs and interests of your audience while keeping the basic message consistent.  Finally, practice delivering your pitch on your team and colleagues. Time it to keep it short but relevant. Show passion and confidence. Ask them to join the crusade.

If, as a result of your pitch, they want to know more and invite you for a meeting you have succeeded in your task!

Acknowledgement: This article is based on a lecture by Prof. Lynda M. Applegate at Harvard Business School.
Tagged with →