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How to Form a 2-Line Pitch for your Startup

HOW WOULD YOU EXPLAIN YOUR COMPANY TO A 9 YEAR OLD? WHAT WOULD YOU SAY TO IMPRESS YOUR GRANDMOTHER?

When developing your 2-Line Pitch, these are the top things I tell founders when they want to find the right way to describe their company to others.

Whether it's at an event with potential customers or to an investor, delivering a solid 2-line pitch is essential for communicating what you do and embedding yourself into the minds of others.

 

Here are 3 tips for making a successful 2-line pitch after working with startups for the past few years.

  1. It should consist of 2 lines (of course) and have 2 parts. These parts are:
  • “What do you do”
  • “Why should I care”

2. In line 1, describe what you do like you're explaining it to a 9 year old. This should be a very simple statement - no buzzwords, no industry jargon.

 

This isn’t a vision statement. This is not a big transformative purpose. This is a simple, no fluff statement.

3. In your 2nd line, tell me why should I care. Here you want to mention the "reasons to believe" that will get people's attention.

 

Everyone is doing something and investors hear 100 new business ideas every month. This is your chance to stand out in the crowd. Keep this objective - use numbers or big company names if you have them.

 

Ideas for what to include here:

  • Early traction
  • Founder exits
  • Revenue numbers (if they are big enough)
  • Why are you the right founder?

 

Bonus Tip: Keep each line to 1 sentence with 12 words or less.

The sooner you develop this, the sooner you can REALLY start explaining what you do in a meaningful way.


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