Founder Joanna Van Vleck first succeeded in sales at Nordstrom’s and then took her personalized shopping-for-others style into a hugely successful first market in Bend, Oregon. The Trunk Club invented the best-possible solution to this problem. This is where you bring in your background, your core competence, your track record, your management team, or whatever. In the next part of your elevator speech address “Why you”? Why your business? What’s special about you that makes your offering or solution interesting to the target person or organization you just identified. However, I suspect that you’re almost always better off starting with a more readily imaginable single person, and let that person stand for your target market. “Farmers in the Willamette Valley,” for example, or “parents of gifted children.” It’s an easy way to slide into describing a market. Sometimes you can get away with generalizing. Outpost is for companies managing shared email addresses like or But instead of generally describing a market, I’ve made it personal. LivePlan is for the do-it-yourselfer who wants good business planning software. The Trunk Club targets mainly men who don’t like to shop but need to dress well and have enough money to pay for a shopping service. Notice that in each of these examples I could be much more general. Sometimes an email goes unanswered for days, because everybody thinks somebody else answered it. Sometimes a single email gets answered three or four times, with different answers. Paul has a great job in Soho, Milena works from home, and neither has time for food shopping (Just Fresh).Īcme Consulting has five people managing several shared email addresses: and The five of them have trouble not stepping on each other. Paul and Milena live in a beautiful apartment in Manhattan, with their two kids. #ELEVATOR SPEECH PROFESSIONAL#The plan needs to look professional because she’s promised to show it to her bank as part of the merchant account process. She knows her business and what she wants to do, but wants help organizing the plan and getting the right pieces together. Jane Smith wants to do her own business plan. He sees clients every day in the office, and he lives in a ritzy suburb, where he often sees clients by accident on weekends. John Jones doesn’t particularly care about clothes but he knows he has to look good. Start your speech with a person (or business or organization) in a situation. What better way to condense it than in a quick elevator speech. So we’re talking about the heart of the plan strategy. Let’s get simple, let’s get focused, let’s get powerful. I think it’s a great exercise that everybody in business should be able to do. There are even elevator speech contests at business schools. Your strategy isn’t clear enough. It should be a quick description of the business that you could give in the time you share with a stranger in an elevator. The term is becoming popular in the everyday language of the entrepreneur, the venture capitalist, and the teaching of entrepreneurship. If you can’t give your elevator speech in 60 seconds, you have a problem.
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