How to write your own elevator pitch

How would you describe your business in just a few words?

Well, this is exactly what elevator pitches are for – something that businesses use to convey everything they’re about in just a few seconds, whether through a business plan or an in-person conversation.

Covering all that in such a short amount of time can be daunting, so we’re going to guide you through the key components of writing an impressive elevator pitch, including tips on what to talk about, pitfalls to avoid and examples to help you get started.

What is an elevator pitch?

When you start your own business, you’ll have to explain what it’s all about. 

The problem is that people have very short attention spans, so you need to explain your business quickly, and engagingly, yet still cover the important points – whether you want to attract new clients or gain interest from investors.

This is essentially what an elevator pitch is — a brief speech that outlines who you are, what you do, and why it matters. An elevator pitch is typically 30-60 seconds long (or a short elevator ride), so having a short, sharp, memorable pitch is the ultimate way to attract new and beneficial relationships and opportunities for your business.

10 elevator pitch examples (and why they work)

There are different types of elevator pitches that you can use for your business, depending on the purpose, audience and the message you want to convey. These include:

1. Problem-solution pitch

For this type of pitch, you’ll need to showcase how your business solves a specific problem faced by your target audience. The purpose of this is to clearly identify the issue, explain your solution and emphasise the benefits it provides.

Example: “Many small businesses struggle with accounting and managing their finances effectively. To solve this, our software provides automated bookkeeping and real-time insights. This not only simplifies financial management but also saves business owners up to 10 hours a week, allowing them to focus on growth.”

Why it works: This clearly outlines a pain point the target audience is experiencing and directly shows how the business’s product or service provides a practical solution. It also demonstrates the immediate value the business brings by addressing the problem the audience is already familiar with.

2. Value proposition pitch

Most businesses should have a value proposition and this kind of pitch allows you to show what your business offers compared to competitors, and what makes your product or service stand out in the market.

Example: “Our company creates eco-friendly packaging that is 30% cheaper and 50% stronger than other alternatives – helping businesses reduce waste while cutting costs. It also provides a sustainable and economical solution to modern packaging challenges.”

Why it works: The business differentiates itself from competitors by focusing on what makes its product or service unique. By emphasising how it sets itself apart, it demonstrates why customers should choose the business over other options.

3. Visionary or mission-focused pitch

This type of pitch is designed to inspire others by sharing your business’s mission statement or vision – focusing on future goals and the wider impact you aim to achieve.

Example: “Our mission is to make clean energy accessible to everyone. To achieve this, we’re developing solar microgrids for rural areas, and we aim to reach 10 million people by 2030. By bringing energy solutions to underserved communities, we want to create a brighter future for all.”

Why it works: This pitch can inspire others with a powerful vision or mission. It appeals to emotions and aligns business goals with a larger cause, in turn motivating customers, partners or investors who want to be part of something meaningful and forward-thinking.

4. Customer-focused pitch

A customer-focused pitch emphasises how your business meets specific customer needs. The focus is to put customer experience at the centre and show how your product or service solves a problem or improves their lives.

Example: “Life can get hectic, so we help our customers with a meal prep service that delivers fresh, customised meals directly to their door every week. Our service is designed to save time while also offering balanced, delicious meals that easily fit into busy lifestyles.”

Why it works: This kind of pitch resonates because it shows that the business truly understands the needs and desires of its target market. Moreover, by putting the customer first, it highlights how the business can improve their lives, making it easy for them to see the direct benefits.

5. Revenue or ROI-focused pitch

This is the kind of pitch you’ll need to go for if you’re planning to attract investors. For this, you’ll need to highlight your business’s financial viability, such as revenue, growth metrics or return on investment (ROI).

Example: “We’ve already secured £500,000 in annual revenue and are growing 25% per quarter. With additional funding, we plan to triple our customer base within two years, delivering significant returns for our investors.

Why it works: Showcasing financial success and growth potential is particularly appealing to investors, as they want to make sure they’re not wasting money on something that isn’t viable. This example shows the business’s clear ability to generate strong returns, giving investors confidence in its sustainability and scalability.

6. Innovation pitch

A popular choice for technology companies, as it allows them to showcase any cutting-edge technology or unique processes that make them stand out.

Example: “Our AI-powered chatbot reduces customer service response times by 60% – helping businesses improve satisfaction and retention rates, while also offering a competitive advantage in customer support.”

Why it works: This type of pitch works well because it taps into the growing demand for improving response times. It also demonstrates how the business leverages unique technology or processes, in turn positioning itself as a leader in solving problems.

7. Market opportunity pitch

A market opportunity pitch is all about showing the potential of the market your business is in – perfect for pointing out untapped opportunities or big trends.

Example: “The global e-learning market is expected to hit £400 billion by 2027. Our platform uses gamification to tap into this growing demand while making learning both fun and effective.”

Why it works: This pitch focuses on the potential growth within a specific market, convincing investors, partners or customers that the business is well-positioned to capitalise on high demand or emerging markets.

8. Partnership or collaboration pitch

If you’re looking for business partners, then this type of pitch is the best choice to go for, as you’ll be able to show how working together can have mutual benefits for everyone involved.

Example: “We’re all about personalised skincare products. If we team up with your retail chain, we can offer exclusive items that boost customer loyalty and increase sales for both parties.”

Why it works: The business clearly demonstrates the mutual benefits of collaboration, showing how both parties can succeed by joining forces. It appeals to potential partners who are looking for synergies and shared growth, making it a win-win scenario for both businesses involved.

9. Social impact pitch

A social impact pitch is about showing how your business does good for societal or environmental causes. It’s also an opportunity to highlight your core values – such as sustainability, community support or ethical practices – and show how they align with your actions.

Example: “We make our shoes out of recycled ocean plastics, making them both sustainable and stylish. Plus, for every pair sold, we also donate a pair of shoes to kids in need – making a difference for both the planet and communities.”

Why it works: This pitch highlights the positive impact the business has on both society and the environment, appealing to customers and investors who value corporate social responsibility and want to be associated with businesses that are contributing to a better world.

10. Quick stats pitch

If you’re a fan of numbers, this type of pitch is a great way to grab attention and show your success through impressive statistics.

Example: “In just six months, our app has gained 50,000 active users and made £200,000 in revenue. Plus, with a 95% retention rate, we’re growing fast and making waves in the market.”

Why it works: The business provides clear, quantifiable evidence of success. Strong statistics in user growth, revenue and retention rates can quickly establish credibility, giving the audience a snapshot of the business’s achievements and the potential for business success.

8 tips to write a great elevator pitch (and what to avoid)

Whether you’re networking, meeting potential clients or investors, or simply explaining what your company does, a well-crafted elevator pitch is essential for making a good first impression. Here are some key tips for writing a great elevator pitch, along with common mistakes to avoid.

1. Keep it concise

Remember, your pitch needs to be brief, so it’s important to keep it focused on the core message and avoid any unnecessary details. This means you should communicate your business’s value in a clear and straightforward way.

Avoid: going off-topic or adding information that could distract you from your main point. Stick to the most important aspects of your business that will immediately get attention and spark interest.

2. Start with a hook

Start your pitch with something that will catch someone’s attention straight away, such as surprising statistics, a question or a statement that addresses a common problem your target audience faces. This should make the listener want to hear more, engaging them from the start.

Avoid: starting with something too generic or uninteresting. Instead, focus on something that immediately makes the listener curious or intrigued about what you offer.

3. Describe the problem and solution

You’ll need to clearly identify the problem your target market faces and explain how your product or service offers a solution. Make sure to focus on the benefits that your business brings – not just the features – and show how your solution makes life easier or better for the customer.

Avoid: being vague or generic about the problem or solution. Avoid simply listing features or products without connecting them to a specific need, as this can quickly make the listener disconnected.

4. Highlight your unique selling proposition

A good unique selling proposition (USP) will help you stand out from the competition, as it’ll show what makes your business different. Whether it’s an original or innovative product feature, a new approach or a particular service, make sure to communicate your USP so your listener knows why you’re the best choice.

Avoid: over-explaining your product or service in technical terms or focusing too much on what everyone else is doing. Instead, try to emphasise what truly sets you apart and how that benefits the customer.

5. Tailor it to your audience

Think about who you’re pitching to and adjust your message accordingly. Whether you’re speaking to a potential client, investor or partner, customising your pitch for their specific needs or interests will make it more relevant and engaging.

Avoid: using a one-size-fits-all approach. A generic pitch won’t resonate with everybody, so you should adapt your message depending on the listener’s perspective.

6. Show passion and enthusiasm

Your pitch should convey excitement about your business. The energy you bring to your delivery can make a huge difference in how your message is received. Be confident, authentic and enthusiastic when you speak about your business, as this sort of tone will show that you’re genuine about what you do, as well as catch listener interest.

Avoid: sounding monotone or disinterested. If you’re not passionate about your business, the listener won’t be either – making your pitch unforgettable or uninspiring.

7. End with a call to action (CTA)

Finish your pitch with a clear next step – be it scheduling a meeting, sharing contact details (e.g. phone number or business email address) or inviting further conversation. Whatever you choose, make sure that the listener knows what action you want them to take, as this will keep the momentum going and pave the way for further engagement.

Avoid: ending without a clear direction or leaving things too open-ended. If you don’t tell the listener what to do next, you risk losing the opportunity to follow up or continue the conversation.

8. Practice, practice, practice!

Pitching your business can be a bit like performing on stage. If you wing it, you’ll end up fumbling your lines and you won’t make a good impression. That’s why you should rehearse it to make sure it sounds natural and flows smoothly. The more you practice, the more confident you’ll be in delivering your message. You can practice in front of a mirror, with friends or record yourself to fine-tune your delivery.

Avoid: winging it or delivering your pitch for the first time in an important setting. Without practice, you’ll likely struggle to deliver your message confidently, which makes you appear unprepared or unsure.

Summary: Do’s and don’ts for your elevator pitch

Conclusion

Having a strong elevator pitch is all about making a great first impression and sparking interest in what you do. Whether you’re trying to attract new customers, network with partners or secure investors, a well-crafted pitch can help you stand out and open up new opportunities.

Just remember to keep it clear, concise and tailored to your target audience – and don’t forget to practice! With the right approach, you’ll be ready to pitch your business with confidence whenever the moment arises.