Elevator pitch adaptation

Two weeks ago my colleague and I adapted Geoffrey Moore’s elevator pitch template to introduce a training program. We found it to be a very effective way to summarise for the trainees the key benefit of what they were going to learn. Geoffrey Moore’s template is:

1. For (target customers)

2. Who are dissatisfied with (the current market alternative)

3. Our product is a (new product category)

4. That provides (key problem-solving capability).

5. Unlike (the product alternative),

6. Our product (describe the key product features).

Our adaptation was in this from:

1. For (the person/organisation)

2. Who (needs/wants to do something)

3. Tool/process (X) is/are a (category)

4. That (key capability).

For example, Nigella Lawson might use something like this to kick off a chocolate cake-making course (drum roll):

For lovers of indulgent cooking

who want to learn how to impress their sweet-tooth guests

the flourless chocolate cake recipe is a gorgeous dessert

that is sure to impress!

Then again Nigella might use something more enticing all together….