Focus on the need, not the technologyĪfter the investor responds to the question, it's the start-up representative's chance to propose the company's solution. The tactic is to lead in with a question and then direct the conversation with a value proposition. Doesn't everyone want to complain about that time that they lost a call in the elevator? However, sneaking in the value proposition quickly is also important because otherwise, the investor may think that the start-up founder wants to complain about failed communications rather than pitch a cool solution. This is a great example because most people automatically want to engage with the question. "We provide a communications network that enables any cell phone to work anywhere inside all types (of) buildings while ensuring your communications are secure." She follows it up with a short value proposition, which explains how her company solves the problem. "Have you ever had your cell phone fail inside a building?" Here's an elevator pitch example from UCF's Kirstie Chadwick: Questions may be better, however, because they allow the person into the conversation by giving them an opportunity to respond. The University of Central Florida (UCF) calls this a “hook.” It can be a statement or a question. Wouldn't it be weird to launch into a 60-second monolog just because there is an investor nearby? Start-ups can ease investors into an elevator pitch by grabbing their attention with a question.
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