How to Nail Your Elevator Pitch

Every founder needs a strong elevator pitch.

Whether you are speaking to an investor, a potential customer, a subsidy advisor, a partner, or someone you just met at an event, you often only have a few seconds to explain what you do and why it matters.

That sounds simple. But in practice, many founders make their pitch too long, too technical, or too abstract. They know their company inside out, so they want to explain everything: the product, the features, the technology, the market, the roadmap, the vision, and the opportunity.

The problem? Your audience does not need everything at once.

A strong elevator pitch is not about saying as much as possible. It is about saying the right things clearly enough for someone to understand, remember, and want to know more.

Why your elevator pitch matters.

Your elevator pitch is often the first impression people get of your company. It helps others quickly understand what problem you solve, who you solve it for, and why your solution is relevant.

For start-ups and scale-ups, this is especially important. You may need your pitch when:

• speaking to investors;
• applying for funding or subsidies;
• approaching potential customers;
• pitching at events;
• recruiting your first key team members;
• explaining your company to partners, advisors, or mentors.

A good pitch creates clarity. It helps people place your company in the right context and understand why your work deserves attention. A weak pitch does the opposite—it can make a strong idea sound vague, complicated, or less relevant than it actually is.

The do’s of a strong elevator pitch.

1. Keep it simple

The best pitches are easy to follow. You should be able to explain your idea to someone who is smart, but not yet familiar with your industry, product, or technology. Instead of trying to impress people with complexity, focus on clarity.

2. Make the problem clear

A strong pitch starts with the problem, not the product. Too many founders jump straight into what they have built. But before people care about your solution, they need to understand the problem you are solving. Make the problem specific, recognisable, and relevant.

3. Explain who it’s for

A pitch becomes much stronger when the target audience is clear. If your product is “for everyone”, it usually sounds less convincing. Investors, customers and partners want to know who benefits most from your solution.

4. Make the solution concrete

Once the problem and audience are clear, explain the solution in practical terms. What do you actually do? What changes for the customer? What outcome do they get? Avoid vague phrases like “we empower” without explaining what that means in practice.

5. Keep it short

The goal is not to answer every possible question. The goal is to open the door to the next conversation. A strong pitch is usually short enough to say naturally in 30 to 60 seconds.

The don’t’s of an elevator pitch.

Don't use jargon: Industry terms may feel normal to you, but they can make your pitch harder to understand. If a potential customer wouldn't understand it, explain it more plainly.

Don't explain every feature: Your elevator pitch is not a product demo. People remember outcomes more easily than functionality.

Don't start with technology: Start with the problem. Then explain the solution. Then, if relevant, mention the technology that makes it possible.

Don't sound too corporate: Professional does not have to mean stiff. Try to speak the way you would explain your company to a smart person over coffee.

A simple structure for your elevator pitch.

This format keeps the pitch focused and practical. It forces you to make choices, which is exactly what a good pitch needs.

Final check: would someone want to hear more?

The best elevator pitches do not tell the whole story. They create enough clarity and curiosity for someone to ask the next question.

Before your next investor meeting, networking event or funding conversation, take a moment to review your pitch. Cut the jargon. Make the problem sharper. Bring the solution back to the core. And keep it short.