The Crossing The Chasm
Elevator Pitch Template
One of the best books that has
ever been written about marketing new products and services is
Geoffrey Moore’s book Crossing the Chasm.
Contained in it is an
elevator pitch template that goes like this…
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).
The problem is that, while
this is a good tool for organizing your thoughts, it isn’t an
For one thing, the flow of this template is a little
stiff and formal. A good elevator pitch should be delivered in a
relaxed and conversational manner, and this format doesn’t meet
that requirement. A second problem with this template is that it
is actually too detailed. Because it touches on so many different
things, it can take too long to deliver.
The bottom line is that I would recommend that you use
this template to help you put together your message, but I
would not recommend that you use it as your actual elevator pitch.
Instead, in the book I give a template that you can use to create
your actual elevator pitch.