1. The Elevator Pitch
By Peter Baskerville
24/07/2019

2. 'Start your own business' Course
24/07/2019
What your business needs
Customers
Already looked after
Resources
Not easily acquired
Partners
Needs trust & belief
Networks
Not yet connected
Customers
Resources
Partners
Networks
24/07/2019
Peter Baskerville

3. 'Start your own business' Course
24/07/2019
But …
Too busy to care
Too many other cares to care 4 you
Engagement costs
New challenges – same is safe
Bias towards known
24/07/2019
Peter Baskerville

4. 'Start your own business' Course
24/07/2019
How do you get them to care?
… an elevator pitch for each audience
Well-crafted personal 30-second TV spot
Simple-to-grasp
That prompts further interest - "Tell me more."
24/07/2019
Peter Baskerville

5. 'Start your own business' Course
24/07/2019
Need a compelling story
Write & revise
Test it out aloud
Comprehensible and engaging
Authentic. Be brief. And above all: Be Ready.
It's the first impression
24/07/2019
Peter Baskerville

6. Helicopter or magnifying glass?
Both views required for successful planning – move between the two
Elevator Pitch is a helicopter view.

7. 'Start your own business' Course
24/07/2019
Broad Market
(A) What market is the business in? Identify the broad market. i.e.
“Insurance”,
“Haircare”
“furniture”
24/07/2019
Peter Baskerville

8. 'Start your own business' Course
24/07/2019
Target Market
(B) For whom does the business exist? Big picture - Target users
i.e. “For (individuals, SME businesses, corporate enterprises, Government Departments, Government Agencies”
24/07/2019
Peter Baskerville

9. 'Start your own business' Course
24/07/2019
Product - Goods/Service
(D) What key product (goods or service) do you provide to solve the problem? e.g. coffee and sandwiches, cleaning services.
24/07/2019
Peter Baskerville

10. 'Start your own business' Course
24/07/2019
Customer Benefit
(E) How do the target users benefit?
What’s in it for them? Identify the tangible or subjective ‘underlying benefit’.
“fear mitigation”, “raised self esteem”, “increase confidence”, “improve status”, “give meaning”, ‘meet urgency”, “provide pain relief”, “grant Indulgence”
24/07/2019
Peter Baskerville

11. 'Start your own business' Course
24/07/2019
Better than …
(F) Why is your business offer better than other options?
(existing offers) who don’t do something, are very expensive, are unsafe, are not attractive, are outdated, hard to access, difficult to use.
24/07/2019
Peter Baskerville

12. 'Start your own business' Course
24/07/2019
Metaphor – “We are the …”
“We are the Rolex of pedometers” (Status)
“We are the Mercedes Benz of lawn mowers” (reliable quality)
“We are the McDonalds of sandwiches” (fast & convenient)
24/07/2019
Peter Baskerville

13. 24/07/2019

14. 'Start your own business' Course
24/07/2019
Jims Mowing
We specialize in providing (A) lawn care services for (B) individuals (C) who are time poor. Our (D) mowing and gardening services help (B) individuals (E) to maintain their house proud status unlike (F) the overgrown mess that could easily happen without our help. We are the “Blue Nurses” of lawn care.
24/07/2019
Peter Baskerville

15. Initial Business Scan SYOB - 2015 Convenience Store CAFE
Personal Trainer