Pitch cover....Yeah, I mean the exec sum.

It is called exec because you have 30 seconds and they don’t want the details. It is a summary. An overview. Most of all it is a sales pitch.

Point 1 – tantalizing sum sum.

Sentence 1 (or 2 at most) What is your compelling, exciting, luscious, intoxicating, energetic, seductive, idea for thriving? [Is it direct? Concise (meaning that any word taken out makes it noticeably incomplete)?]

Sentence 2 What is the problem this obliterates?

Sentence 3 Clarify precisely and efficiently how your idea decimates the problem.

Sentence 4 What can you offer to quickly establish credibility? [Name people and companies directly tied to your organization. Don’t be shy. This is a quick route to trust. People and companies build reputations to use them.]

Point 2—Identify the crisis!

How is this problem tangible, critical, and draining to people? How does it prevent people from having money, love, and happiness?

Point 3 –Absolutely vital!

What does your solution do? What are you offering? Who are you offering it to? [Knab a stranger off the street and say it to them—do they get it? Simple. Simple. Simple.]

Point 4—Frame it!

What context does your vital solution fit within? What is the ecosystem in your sector? Where are you in it?

Point 5—Mark your market!

What is your market segment? Size? Growth rate? Are there any unique dynamics to consider? How many people and/or companies? How much money is there? What are the motivations? Drivers? Incentives? [This needs to be researched in minute detail and incredibly specific—highlight essence of it here.]

Point 6—Model

Where and from whom are your revenues coming? Where is the leverage in your profit model? Does it scale up (larger) or out (franchise)? What are the critical metrics for evaluating success? Using those metrics, what are impressive AND rational targets 3-5 years into the future?

Point 7—Team

Who is on the team? Why? Specifically what awards, leadership designations, roles, and titles do the team members have that relate specifically to the organization? [Would you be willing to have any and all of the people mentioned contacted for verification and reference? Do you have a board of advisors with significant industry experience? How does your team legitimate your qualifications for being successful?]

Point 8—Promise

How are you going to return investors their funds with significant returns? What summary can you offer briefly of 5 years of revenue/expense/loss/profit/cashflow and headcount? What are the key drivers? What promise can you make and how is it believable numerically?

Point 9—Ask

What are you asking for financially as a minimum to reach the next significant milestone? Do you anticipate requesting future funding? How much for that request?

Your statement should be shorter than this document at 2, possibly 3 pages. A couple sentences for each point.

Now… the checklist:

• Does your pitch include broad or vague statements? Clarify and simplify.
• Did you address a compelling pain that motivates buyers? Show it.
• Did you drop names? If so, are you willing to be called out on them? Show your cards here.
• Did you frill up your text with adjectives? If so, edit them. Use powerful verbs and nouns. Be real rather than showy, you are working to establish credibility. Can your next door neighbor understand it? Did you avoid fad lingo and industry jargon. Double check.
• Did you focus on what you can do rather than complain about what others are failing to do? Champion your solution.
• Is it clear now? Simple? Compelling? Does it have story? Check out Made to Stick for further reading about how to write well.

Refine, refine, refine. This is about good writing, and good writing is rooted in extensive editing! Best of luck to you!