Elevator pitch guide for startups and entrepreneurs

If you’re a startup looking for funding or investment, you’ll face stiff competition. Over 200,000 new companies launched in the UK in the first quarter of 2025¹, and many of those will be looking for funding.

So how do you stand out from the rest and secure the capital you need to get your company off the ground? Your secret weapon could be a knockout elevator pitch.

Every new business needs a compelling elevator pitch, whether for bringing new clients on board or winning over investors. But writing one from scratch can be tricky.

We’re here to help, with a comprehensive guide to elevator pitches for startups. We’ll show you how to write one, offer tips for success and provide an example template to inspire you.

What is an elevator pitch?

An elevator pitch is a short, impactful and persuasive summary of what your business has to offer.

As briefly as possible, you need to explain who you are, what you do best and why it matters to the person or people you’re talking to.

It gets its name from the typical length of an elevator/lift ride, where you only have around 30-60 seconds to talk to someone. This is how long you might have to pitch your business, product or idea to an influential person, so every second counts.

The goal of an elevator pitch is to spark interest, create a memorable first impression and open the door for a longer conversation. Think of it as your business card in a few words, and a way to get your foot in the door.

Why elevator pitches are important for startups

Startups operate in an intensely competitive environment, where founders of new companies constantly need to pitch their ideas. They’ll need to be ready to ‘sell’ their concept at everything from investor meetings to networking events.

For startups, a compelling elevator pitch can be the difference between getting a meeting or getting passed over.

If you don’t have one or it's not very good, you risk sounding vague, unprepared or unconvincing. These are all red flags for potential clients, partners and investors.

What makes a good elevator pitch?

There are quite a few components you’ll need to fit into just a few sentences. This can be tricky, so you’ll need to start by writing down everything you want to say and then gradually refining and crafting it into a short, sharp pitch.

A good elevator pitch should do the following:

• Communicate your unique value proposition clearly and quickly
• Demonstrate your passion and understanding of your market
• Create curiosity and leave the listener wanting to hear more

It can also help you stay focused and consistent in your messaging, acting as the foundation for later marketing and branding work.

How to write an elevator pitch - step-by-step

Creating an effective elevator pitch is all about clarity, focus and confidence. Here’s how to get started:

1. Start with a hook

You need to get your listener’s attention right away, so start with a bold statement or a surprising fact. A popular choice of opening statement is a problem that resonates with your audience, and that your product/service aims to resolve. Whatever you choose, the hook should make the listener want to hear more.

2. Describe the problem

Next, define the problem your startup solves in a few words. This shows that you understand the market and the pain points your target audience is experiencing.

The key is to keep it simple and relatable.

3. Present your solution

Now that you’ve defined the problem, position your product or service as the solution. Be clear and specific, and make sure to highlight your unique value proposition (UVP).

4. Explain how it works (very briefly)

Give a very quick, jargon-free explanation of how your product or service works. Don’t get bogged down in technical details. Instead, focus on benefits and outcomes.

5. Share your achievements

If you have impressive metrics, partnerships or success stories, mention them. This adds credibility and shows that your startup is more than just an idea.

6. End with a strong call to action

Wrap up your elevator pitch with a call to action or a closing statement that invites further discussion.

An elevator pitch example for startups

Having trouble writing your elevator pitch? If it’s your very first time drafting one, it can be difficult to know where to begin, or how to get your point across quickly and impactfully.

Here’s a basic template to get you started:

“We help [target audience] who struggle with [problem] by offering [solution], which [key benefits]. Unlike [alternative/competitor], our solution [unique differentiator]. So far, we’ve [traction or achievement], and we’re now [future plan or ask].”

You can use this as a starting point and adapt it to your own voice and business.

Remember to tweak your elevator pitch for different audiences, so as to best appeal to whoever you happen to be talking to.

Quick tips for crafting a great elevator pitch

Here are some quick tips to remember when sitting down to write an elevator pitch for your startup:

• Keep it under 60 seconds - remember that brevity is key and that you need to be focusing clarity and impact.
• Know your audience - it’s a good idea to tailor your pitch depending on who you’re talking to, such as investors, clients, partners or customers. So you may want to have a few different versions of your elevator pitch ready.
• Avoid jargon - use plain, engaging language, so that your pitch can be understood by anyone.
• Be passionate - make sure your enthusiasm shines through. After all, if you’re not excited about your startup, why should anyone else be?
• Practice often - it sounds counter-productive, but you should aim to rehearse until your pitch sounds natural, not scripted. You can also adapt it based on feedback and reactions from people you test it out on.

When and where to use your elevator pitch

A good elevator pitch is a fantastically useful thing to have, as it's useful in so many different situations. Basically, anywhere you're asked, “So, what do you do?” - that’s your cue.

Here are just a few examples of when and where you can use it to help your startup achieve its goals:

• Investor meetings - often, your pitch is the first and only thing investors hear, so make it count
• Networking events and startup expos - first impressions are fast and lasting, and a strong pitch is essential if you want to stand out
• Startup competitions - time limits can be strict, so your elevator pitch could be your only shot
• Job interviews - if you’re hiring, a great pitch helps sell your startup to top talent
• Media appearances- journalists, broadcasters and podcast hosts love clear, concise narratives.

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And that’s it - your essential guide to elevator pitches for startups, including how to write one and tips for success.

It’s well worth putting the time and effort into creating a punchy pitch, as it could serve your company well for years to come.

Sources used for this article:

Sources checked on 30-April-2025