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Starting a business

How to write your business pitch (+ 15 elevator pitch examples)

An elevator pitch is a short and sweet way to introduce your small business to someone during a conversation. It’s called an elevator pitch because it should be about the length of an average elevator ride. And in an age when attention spans are shorter than those rides, brevity is key. We’ll share 15 examples of engaging elevator pitches plus a template that will help you write your own.

What is an elevator pitch?

An elevator pitch is a brief introduction or summary of your professional experience that you share with others to highlight your accomplishments. It's a way to strike up a conversation so that interested parties can learn more if they so choose. 

The goal is to generate interest, begin building rapport, and possibly prompt a referral or an invitation to speak further. 

You want to give enough information to be intriguing, without sounding canned or coming off as pushy. Elevator pitches are a great opportunity to direct people to your small business’ LinkedIn and demonstrate what you stand for.

How to write an elevator pitch

A graphic lists the 5 steps to writing elevator pitch examples like a pro.

A stand-out pitch takes a long time to prepare and practice before you’ll feel confident in your delivery. Follow these do's and don’ts for a perfect pitch.

Although it can be hard to boil down all of your accomplishments into two or three sentences, shorter is better. Here are the key points to include in a good elevator pitch.

1. Introduce yourself

Start your elevator pitch by stating who you are—just be sure to keep it brief and to the point. Examples of this include:

  • “I own a boutique public relations firm.”
  • “I’m a personal trainer.”
  • “I own a bookkeeping and accounting business.”
  • “I’m a graphic designer.”

Remember: it’s not about you, so resist the urge to launch into your life story. The elevator pitch is about starting the conversation so you can learn about your potential new customer or investor (and how your business could help them). 

2. State the problem you solve

Focus your pitch on the problem your business solves (not just what it does) and who you solve it for. This helps listeners understand who your ideal customers are, the pain points your business can eliminate, and why they’d want to do business with you. Here are a few examples of problem statements:

  • “We help technology startups get news coverage in business and trade publications.”
  • “My business specializes in helping people get their strength back after recovering from a serious illness or injury.”
  • “We give small business owners peace of mind and help them stay focused on doing what they do best by managing their finances.”
  • “My business helps sports franchises connect with their fans through design and animation.”

Formulating phrases that include your business’ value proposition can help guide your elevator pitch and create a smooth transition to your solution.

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3. Present your solution

After you share the problem that your industry is facing, present how your company aims to solve the issue with a solution statement. Here are some examples of how to phrase this:

  • “Our patent-pending AI technology makes it possible to draft emails in a fraction of the time.”
  • “We offer door-to-door transportation for sick or injured individuals without a vehicle of their own.”
  • “Our financial advisors provide proactive advice to help your business nip problems in the bud.”
  • “We tailor meal prep kits to the diet of every customer to ensure their food is free from allergens or ingredients that could cause their body harm.”

Since this is arguably the most important part of the pitch, it’s important to tailor it to your target audience as much as possible.

4. Share what sets you apart

Consider adding a sentence to your elevator pitch to provide additional details that convey something special about your business. Here are some ideas about how to do that:

  • “Unlike big-name firms that write a ton of generic press releases, we focus on pitching executive interviews to our extensive network of media contacts.”
  • “My business works with people in their homes. I also have a gym with Gyrotonic equipment, known for building flexibility and strength without putting strain on your joints.”
  • “As a small-business owner myself, I just love helping small businesses succeed.”
  • “You know those graphics you see on the scoreboard at football games, or that ad campaign featuring pro hockey players skating outdoors? That’s some of my work.”

Maybe you’d like to share the fact that you have a unique working style, use some proprietary technology, have a compelling backstory that led to your passion for what your business does—remember to keep it short—or confidentially mention a high-profile client or two. Aim to share something brief that lets the client know you’re an authority in your niche.

5. End with a call to action

Now that you’ve shared who you are, what problem you aim to solve, your solution and what sets you apart from the competition, it’s time to reel in the listener with an actionable next step. Here are a few ways to do that:

  • “Are you interested in finding out more about how we can assist you?”
  • “Here’s my business card—reach out with any questions you may have.”
  • “Add me on LinkedIn so we can continue this conversation.”
  • “Let’s grab a coffee sometime to explore your options. When are you free?”

This is your chance to be personable with the listener. Ending with a question or proposition to continue the conversation increases their engagement in your pitch and creates an opportunity to form a potential client or investor relationship.

Elevator pitch template + 15 elevator pitch examples

Now that you know the order of how to present information, it’s time to craft your speech. Use the template below to piece together your own elevator pitch.

“We’re a [type of industry] company specializing in [niche], so we know how intricate your field can be. We’ve helped a number of your peers improve their [problem statement] by [solution statement]. This means that our customers can enjoy [present what sets you apart] tailored to their needs and interests. Do you have any experience with [your product or service]?”

Remember, your pitch should be broad enough to interest a stranger in the elevator yet flexible enough to pinpoint the needs of your target audience. Check out these examples for some inspiration on how to nail your elevator pitch.

General elevator pitch

Keep your pitch short, sweet, and flexible enough to apply to both investors and customers alike.

“We’re a meal delivery company specializing in vegan and vegetarian cuisine, so we know how difficult it can be to find healthy food that tastes amazing. We’ve helped a number of your peers improve their accessibility by creating and shipping custom meal kits. This means that our customers can enjoy delicious food tailored to their dietary needs. Do you have any experience within the healthy food market?”

Pitch for your target audience

Focus on addressing your niche in your pitch and clearly communicate how your product or service solves their problem.

“It’s hard to find a reliable barber in a new city. Our startup aims to help travelling professionals access skilled hairdressers at the top of their game. Thanks to our app, over 3,000 business men and women have been able to look sharp while travelling within the continental United States. We’re also rolling out a dog grooming service to provide even more options for our customers. Follow us on Instagram to learn more about our services.”

Example for new clients

Getting a new client is a fantastic opportunity, so you want to make sure your pitch is tight and easy to understand. Avoid buzzwords and appeal to logic, reasoning, and humanity.

“Hi, my name is Jen, and I’m here representing Water. Are you familiar with our products? By choosing us, you are making a decision to provide your employees with clean, fresh water. Our products go through an advanced filtering system that removes dangerous pollutants and minerals from water. Since you’re based in the downtown area, I’m sure you’re aware of how important it is to have a clean water system. If you have further questions or would like to get in touch, here’s my business card.”

Data-heavy example 

Show the listener you’ve done your homework and are confident in your business by impressing them with data that your work can back up.

“After seeing the number of small businesses that struggled during the pandemic, I started a professional network of individuals who can team up to rent a shop together, rather than taking on the costs alone. I know it works because I moved my candle business in with a local florist, and we each saw a 15% increase in revenue year-over-year. With additional funding, we’re sure that we can grow this to a 30% revenue increase. If that’s caught your attention, I’d love to talk more over coffee sometime."

Pitch example for investors

Specify your language to address the needs of an investor. Touch on your experience, business model and what your business could accomplish with more funding.

“We’ve created a company that matches vehicles to businesses hoping to move supply. Transportation companies can now generate business from previously wasted drives. We’re hoping to earn more money so we can grow our investments and expand into new regions. We have more than 20 years of experience in our niche and are more than able to improve this business. With your help and funding, we’re confident our revenue will increase by 40%. If you have any questions or would like to get in touch, here’s my business card.”

Elevator pitch example for startups

Share the innovative approach your startup takes to address the problems your target audience faces and emphasize what sets you apart from your competition.

“My company is responsible for designing and developing personalized sales funnels. This means that our customers can enjoy a smooth user experience, tailored to their needs and interests. They can also receive automated solutions that help boost sales. The last client we helped saw their online revenue increase by 120%. Does your company have any experience with ecommerce automation?”

Narrative pitch

This pitch puts the audience in someone else's shoes, helping them to imagine the target audience that needs the product or service.

“Imagine you're a truck driver who hasn’t seen their family in over a month. You’re missing big moments while doing everything you can to ensure they have a bright future. What if there was a physical way to let them know you’re thinking about them while on the road? We’ve created a personalized care package system that can be customized to the geography of your route and interests of your loved ones. This enables our client’s family to be a part of the adventure while their family member is away. What’s a good business address that we could send a prototype to?”

Emotional pitch

Let the listener feel the weight of the problem that your small business is attempting to solve for your customers.

“Our company wants to help grieving families cope with the loss of their four-legged family members by creating custom portraits of their best friends. With just a few pictures of their lost loved one, we’re able to give them a gift that lasts forever. Would you be interested in helping us create these meaningful memories?”

Established business pitch

Share the legacy that your small business has successfully built and the reasons why you’ve been able to keep your business healthy for so many years.

“We’ve been helping businesses in our community plan, execute, and enjoy amazing events for the last 40 years. It is our privilege to remove the headache of event planning by curating luxurious experiences that their team members and clients love attending. Our large network of caterers, florists, and hosts enables us to think outside the box and create unforgettable occasions. I’d love for you to stop by our showroom to browse our gala options sometime next week!”

Job interview pitch 

Let your work experience and passion shine when pitching yourself for a job interview. If possible, do your homework on the company before meeting with the listener to create a tailored pitch that shares why you’re their ideal candidate.

“The high cost of farming equipment is what led to my career transition. It’s now my goal to apply my knowledge of agriculture to the renewable energy sector. I hope to help businesses in my community use the power of nature to live cleaner lifestyles that help our planet. If your company shares similar values, I’d love to schedule an interview with your team. How does next Monday sound?”

Trade show or conference pitch

End your trade show or conference pitch with a CTA that creates an immediate action that the listener can take while at the event.

"My company has done business and found great success with [another company name]. Our products have helped nonprofits cut costs by 20%, since we designed them for organizations relying on funding. Unlike other products, ours don't need replacing, which lowers costs. By incorporating our products into your current system, your company will run at a smoother rate. We’re actually giving a talk on this tomorrow afternoon—here’s the schedule and a list of the products we’ll be presenting if you’re interested."

Pitching to someone in the same industry

Take advantage of the fact the listener understands the technical jargon of your shared industry and showcase how collaboration can be mutually beneficial.

“We’re a social media company specializing in B2B finance, so we know how intricate your field can be. We’ve helped a number of your peers improve their social media engagement by over 20% across platforms this past year alone. Are you interested in finding out more about how we can assist you?”

Pitching to your acquaintance

Mention the person or organization that you both share to establish a sense of connection and trust before pitching your business to an acquaintance. 

“Hey Maria! Ted said that you are interested in trying out a new content management system. We know how difficult it is for small businesses to keep their files organized as they’re starting out. That’s why we developed a user-friendly app that keeps everything you need in one place. Our UX design features make it a breeze to navigate through and share with team members. Would you like me to schedule a demo session for you to test it out?”

Pitching to an old friend

Respect established friendships by keeping elevator pitches to old friends warm and casual. End with a CTA that is something you both would enjoy.

“It’s so nice to see you again! I’ve been working on a new product for busy professionals who are tired of wearing wrinkled clothes to their business meetings. Our service picks up and delivers dry-cleaning at the press of a button, allowing you to stay home and prep for the important stuff. Let’s grab coffee so we can catch up while I tell you more about the process.”

Pitch for fundraising

When pitching on behalf of a non-profit or organization that is raising funds, stress the urgency of how this money could impact the audience they serve by detailing how the project will use their new funds to the listener.

“Our organization aims to help rehabilitate farm animals by providing a safe and loving habitat for them to live out the rest of their lives. We’ve secured a grant to buy a 10 acre property and hire staff for our social media engagement team. With extra funding from people like you, we’d be able to pay for regular veterinary services to keep our animals healthy. Would you like to set up a call to learn about our donation program?”

Start your business

Pitching your business is the first step to securing a new client relationship, funding a new project, and gaining new employees. Once you wow them with your elevator pitch, make sure that you have all the processes in place to maintain their trust in your company.

Investing in reliable accounting software is a great way to streamline your invoicing process and set your client up for success while interacting with your small business.

Elevator pitch examples FAQ

Still have questions about elevator pitch examples? We’ve got answers.

  • How long should an elevator pitch be?

Ideally, your pitch should be around 30 seconds long. Aim to keep your elevator pitch under one minute max.

  • What does a good elevator pitch include?

A good elevator pitch includes an introduction, problem statement, solution, facts about what sets your company apart from the competition, and an engaging call to action.

  • How do I end my elevator pitch?

End your elevator pitch with a call to action that encourages the listener to continue communicating with you either online or in person.

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