November 1, 2017
Creating an elevator pitch for your business
An elevator pitch can not only be incredibly helpful when describing a business, but it’s also necessary if you want to have a clear way to talk about your business to potential customers. As a small business owner, you may think you can describe your business well for others, but like Ramona and Marcelous Jones from season 2 of the Small Business Revolution – Main Street learned, they didn’t have a great pitch.
As owners of Discover, Learn & Grow in Bristol Borough, Pennsylvania, a daycare and learning center, they struggled to articulate what it is about their business that sets them apart.
Early in the episode, Amanda Brinkman, Deluxe’s chief brand and communications officer, sat down with Ramona and Marcelous to hear their story. Truly, they love children and they love teaching, but that passion was stuck in their words when they tried to describe the business.
Amanda suggested an elevator pitch: a short two or three sentences that describe what their business is about that they can share when attracting new customers.
A few key things to think about when creating an elevator pitch:
- What differentiates you from your competition?
What do you offer that no other business like yours can? For Discover, Learn & Grow, their differentiator was the fact that Ramona taught for many years, so she knows what these children need to be prepared for school. Ramona and Marcelous are preparing the kids at their center so when they get to school, they are better prepared for what’s expected of them.
- State your mission clearly
Discover, Learn & Grow’s mission is to prepare children for success in school while providing them a safe environment to learn. Being able to explain that in a short and entertaining way, will make it much easier for Ramona and Marcelous to speak to others about their center.
- Be passionate
When you talk about the business, show the passion. During our journey with the Small Business Revolution, we haven’t met many small business owners who aren’t passionate, so don’t be afraid to display that when describing your business.
Often overlooked, an elevator pitch is one of the simplest things you can create as a business. And can be a powerful tool you can utilize in those moments where you’re speaking about your business to fellow business owners, current or potential customers.