Be Succinct.• Your first two sentences are the most important.• Your listener has already decided whether to continue listening or tune you out.
Get to the point.• It’s not about you. Focus on your business.• Mention values and goals, not a laundry list of skill sets.
Watch your words.• Cut out unnecessary words and passive verbs.• Leave out the jargon and platitudes. • CRM, SEO, SKU, OMG – they have no place here. • Every business is “customer-oriented” and “results-driven”.
Be creative!• Have fun with what you say. Fun is infectious.• Describe what you do in unique terms.
Practice, practice, practice.• An elevator pitch does no good staying on paper.• Words may sound different in your head than they do aloud.• Practice with family and friends. Get their feedback.
ExercisesHarvard Business School’sElevator Pitch Builder: 140 charactersTry the Twitter Challenge or less!
The point of the elevator pitch is not to answer theirquestion, but to inspire them to ask for more.
Executive summariesSummaries are for people who don’t want their time wasted. people who are for don’t want their time wasted. “The purpose of the executive summary is to sell, not to describe.” --Guy Kawasaki
Set the stage• The first two sentences will set the tone for the rest of your summary.• Grab your reader or listener’s attention.
Answer their questions• Why is this important?• What is your solution?• How will you get there?
The Big Ask• How much do you need to reach your next milestone?• Give your audience a clear idea of what you need. Include down-the-road projections, too.
Other considerations• Four pages. Max.• Use positive language. Negativity does not inspire.• Write different summaries from different audiences.• Seek advice from others!
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” - Lao Tzu
2010 Survey of 3,000 Business Owners 64% Grew my business 43%Secured investment 36% capital Business Plan 18% No Business Plan 36% Secured a loan 18% Source: Palo Alto Software (http://timberry.bplans.com/2010/06/real-data-on-the-success-of-business-planning.html)
Essential Elements Executive Summary Financial Company Analysis Market Organization Analysis Business Plan Products & Operations Services Marketing Competition Strategy
Seek advice from others.Use your plan as aninternal resource.
Communication is key.Christy RezaiiWeb Strategist. Digital Copywriter.Rooter for the Underdog.email@example.com@crezaii