This document provides guidance on creating an effective pitch for a product. It defines what makes a good pitch with the acronym B.E.E.P - brief, essential, explicit, and preserves potential. The document explains that a pitch should clearly convey what the product does and why it is valuable to customers in terms of benefits, features, and proof or effects. It then provides a three step process to develop a pitch: 1) Identify the product and image, 2) Structure the pitch using a template sentence format, and 3) Select an image to represent the product. The overall goal is to create a pitch that concisely communicates the value of the product in under a minute.

1. How to Make Your Pitch B.E.E.P.
Pitching the Value of Your Product
1

2. What’s In This Guide and
What’s In It For You
 This playbook provides a simple and
visual method to create a compelling
pitch
 It is an individual stand-alone guide so
you are the only one on-board: use it
at your pace and make the best of it
 Consider you’ll need 45’ to complete it
– and that includes a 25’ exercise to
build your own pitch!
2

3. Contents
• Defining What A Good Pitch Looks
Like
(p. 4)
• ‘Pitching the Value’ Method
(p. 9)
• Now Create Your Pitch
(p. 14)
3

4. DEFINING WHAT A GOOD
PITCH LOOKS LIKE
4

5. In the Dictionary
5

6. B for Brief
E for Essential
E for Explicit
P for Preserves the Potential

7. The ‘Elevator Pitch’
translates the notion of
‘high pressure manner’
7
[Wikipedia] Short
description of a product
that explains the
concept in a way such
that any listener can
understand it in a short
period of time - the
time span of an
elevator ride

8. ≠ Value(s)
Value as defined by us:
What we are good/the
best at doing – where
we have spent
resources in what you
propose
8
Value as defined by
client:
To what extent using the
product is valuable for
them - meaning for their
business; what they get
Based on Features Based on Benefits

9. ‘PITCHING THE VALUE’
METHOD
9

10. b. Why It Is Valuable
a; What We Do
= Your Pitch
10
BenefitsProof / EffectFeature
Relevant product
category
Unique as
possible criteria
Relevant as
possible
frame of reference

11. Relevant product
category
Unique as
possible criteria
Relevant as
possible
frame of reference
11
a.What We Do
The ❶st ever straight-six diesel
engine
for Sports Utility
Vehicles
Illustration

12. 12
Benefits
Increases safety for
overtaking
Time saving on long
distances
Proof / Effect
0-100 in 5,6 sec.
Top Speed 250
km/h
Feature
258 horsepower
Illustration
b. Why It Is Valuable

13. Introducing K∑6-d…
…the ❶st ever straight-six diesel engine for
Sports Utility Vehicles which allows you to
increase safety for overtaking and reduce
fatigue, thanks to 258 horsepower resulting in
an acceleration of 0-100 km/h in 5,6 seconds
and a top speed of 250 km/h
13
Illustration

14. NOW CREATE YOUR PITCH
14

15. 15
-
Step ⓿
Write your product name. Now, mentally focus on it: What’s the first image that
comes to your mind about your product?
It should be the picture that simply describes what your product stands for, what
it is about.
Describe briefly the image in the white space below.Productname:…………………

16. 16
Step ❶
In this space, organise the key components of your Pitch.
It should generate a simple sentence, easy to memorise and repeat.
Introducing [product name] the [superlative] [product category] for
[frame of reference] which allows to [prioritised benefits], thanks to
[features that deliver the benefits], resulting in [proof /effect]
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………………
…………………………………………………………

17. 17
Step ❷
In this space, check if your Pitch beeps.
If it does not, iterate to improve it unitl it really beeps.
• Brief > affordable in terms of time, to anyone in any situation?
• Essential > indispensable to understand the subject and content?
• Explicit > unequivocal as to the subject and content?
• Preserves the Potential > invites to imagine and creates desire to
know more?
Productname:…………………

18. 18
Step ❸
Go to the digital wall attached to the link shown below:
https://padlet.com/lboby/plkcgp1nu6vr
Select an image that best describes what your product stands for, what it’s about
Paste the image into the space below.
It should be consistent with your original picture in step ⓿. If not, re-do step ❶
-
Productname:…………………