You’ve just stepped into an elevator. The door closes; a man in the elevator points to the logo on your jacket and asks, “What does your business do?” You open your mouth, and then pause. As you try to organize your thoughts, the elevator stops and he’s on his way. This is one situation where an “elevator pitch”, a short, pre-prepared, persuasive speech could have clearly and succinctly sparked his interest in your business, and maybe even gained a potential client or customer.

To formulate your pitch, first start by explaining what you do. What is your businesses purpose? I’ll use our organization as an example, “Community Futures Central Island is a local community based lender that offers flexible repayable loans to small and medium sized enterprises for start-up, business expansion, working capital and business succession. In the past year, we have created or maintained 47 jobs while disbursing over $3.1 million to entrepreneurs in our local region.”

Continue your pitch by highlighting the compelling picture of what is possible; the big picture. “We work collaboratively with financial institutions such as banks and credit unions, not-for-profit groups, the university and economic development agencies to help diversify and grow our local regional economy.”

Then, add something about your people and business values. “Our office, located in Nanaimo, is a not-for-profit guided by a volunteer Board of Directors and staffed by professionals. We work with community partners to foster entrepreneurship and business growth.”

Finish with what you would like people to take ways from your pitch. “Community Futures Central Island provides business loans, advisory services and programs that support entrepreneurs. We are a developmental lender with 40+ years’ experience. If you know of an individual or business seeking access to capital, we welcome your referral!

And this is what it can look like when you bring it all together.
“Community Futures Central Island is a community based not-for-profit organization that offers flexible repayable loans to small and medium sized enterprises for start-up, business expansion, working capital and business succession. In the past year, we have created or maintained 47 jobs while disbursing over $3.1 million to entrepreneurs in our local region. We work collaboratively with financial institutions such as banks and credit unions, not-for-profit groups, the university and economic development agencies to help diversify and grow our local regional economy. Located in Nanaimo, our organization has the ability to make decisions locally, as we are guided by a volunteer Board of Directors and staffed by professionals. We work with community partners to foster entrepreneurship and business growth. We provide business loans, advisory services and programs that support entrepreneurs. We are a developmental lender with 40+ years’ experience. If you know of an individual or business seeking access to capital, we welcome your referral!

You’ll likely go through several versions before finding one that is compelling and sounds natural in conversation. As you get used to delivering your pitch, it’s fine to vary it a little – the idea is that it doesn’t sound too formulaic or like it’s pre-prepared, even though it is!

Jolynn Green is Executive Director of Community Futures Central Island. You can count on us for sound practical advice, personalized business coaching and tailored financing that supports your business goals. Jolynn can be reached at ed@cfnanaimo.org or 250-591-7499.