How to craft your Startup one liner.

As a startup founder it’s essential to be able to explain what your startup does in a short, clear and concise way.

If you can’t explain the essence of your startup in at least one sentence then you can’t expect your audience (whether a VC, potential employee, customer or someone at an event asking the ‘so what do you do?’ question) to get it either.

Think of your one liner as a hook that should peak the interest of your audience and entice them to want to learn more about you and your startup.

At Startupbootcamp and Fast Track Malmö, I’ve heard a lot of pitches and the best one liners tend to follow this simple formula put forward by Adeo Ressi of The Founder Institute.

my company, _(insert name of company)_, is developing _(a defined offering)_ to help _(a defined audience)_ _(solve a problem)_ with _(secret sauce)_”.

This is far easier said than done, boiling down the essence of your idea into a simple to understand way can be difficult. I see this more often with technical founders who tend to drift into overly complicated technical explanations oblivious to their audience glazing over.

Check out Adeo’s explainer video below.

I recommend testing your pitch on friends, family or anyone that will listen. The more you refine and practice your pitch the easier it will become -remember how you say it can be as important as what you say.

Your one liner can be used as a stand alone statement or can be used as the opening for other pitches. I’ll cover these in future posts.

Fast Track Malmö is a startup accelerator in Malmö, Sweden. The spring batch for 2016 was selected from over 250 applications and has startups in AI, edtech, bitcoin, data analytics and sales.

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