It's challenging for start-ups to describe what they do in one sentence. Here are some ways to create something that resonates.

1. How to Describe Your Startup in
Just One Sentence

2. In the 1970s and 80s, there as game show, “Name That
Tune”, in which contestants had to guess the name of a song
in as few notes as possible.
Today’s version of that show is “Name That Startup”, which
requires consumers to get what a start-up does and the value
it offers in as few words as possible.

3. Why Mini-Descriptions are Challenging
1. You’re too close to the product, so not able
to grasp what customers need to know.
2. You want to include as much information as
possible so unwilling to leave anything out.
3. You believe your product is too complex to be
described in a single sentence.
4. You don’t have the in-house expertise to
make it happen

4. How to Kick Off A Mini-Description
It must include the following elements:
1. What your startup does
2. Who is serves
3. The value to the user
Sound simple, right?

5. Here’s An Example:
Freshbooks offers an online invoicing service
for freelancers that makes it easy to manage
and track how much money they’re owed.

6. Marty Neumeier’s “Zag” Approach
It involves six elements:
1. What
2. How
3. Who
4. Where
5. Why
6. When

7. Here’s An Example:
“The only motorcycle manufacturer that makes
big, loud motorcycles for macho guys (and
macho wanabees) mostly in the United States
who want to join a gang of cowboys in an era of
decreasing personal freedom”.

8. Sound simple, right?

9. Next Steps
• Write your mini-description. Don’t worry
about content or length.
• Then, chop it down. If it’s 100 words, make 75
words, then 50 words.
Tip: Focus on what’s important and relevant to
target audiences. (aka make it customer-centric)

10. Experiment
Show mini-description to friends, family and
customers.

11. Experiment
Based on feedback, make changes or try different
versions to what works

12. Mini--Descriptions Are Line in the
Sand, Not Something Etched in Stone

13. Your Mini-Description Will Change
How Come?
Product
Evolves
Competition
Customer
Needs
Target
Audiences
Shift

14. Looking for More?
For more thoughts on how to create a one-sentence
startup description, check out this post
on markevans.ca/blog, which is focused on
startup marketing.