A framework for the perfect pitch
Hello IH!
I have worked closely with many startup founders over the last 5+ years and one thing I have noticed is that many of them don`t have a clear framework to talk about their products.
They explain their product in different ways to different people. Yes, that kind of makes sense, but when those different people get together and start talking about your product, they might not be on the same page.
There is a framework called "The Message House". Below I will share a simplified version that I`ve come to over the last few years working as a CMO.
I use the example of Progressio to simplify things. Progressio is on hold at the moment, but hopefully, it helps with understanding the framework.
Let`s dive in.
The Message House consists of a roof, 3 middle pillars and a foundation (imagine a house).
Key message (roof)
This is the single thing we want our target audience to remember about us. This should describe what is the mission you are on.
The roof of your message house should answer the following:
Who is your product for and what problem does it help them solve?
Some templates for you to use 👇
✅ [ Product name ]is for X who struggle with Y.
Example: Progressio is for training managers who struggle with finding skilled facilitators for their teams.
or
✅ [ Product name ] helps X to do Y.
Example: Progressio helps training managers to find facilitators for their teams.
or
✅ [ Product name ] will improve how X do Y.
Example: Progressio will improve how training managers find facilitators for their teams.
Now that you have your key message set, it is time to work with the core messages - the middle part of your message house.
Core messages (middle pillars)
There are many ways to work with the core messages (Google gives you tens if not hundreds of options), but I’ll give you 3 questions that I`ve come to when working together with early-stage founders.
You can give an overview of your product by answering only 3 questions.
What is it?
What is your product? Is it a web app, mobile app, or a marketplace? Whatever describes your product the best.
Example: Progressio is a web app.
What is the immediate benefit and value of your product?
This part describes what the user gets for using your product.
Example: By using Progressio training managers will save hours on searching for and communicating with new facilitators that suit the needs of their team.
How is your product unique?
What sets your product apart from the competitors?
Example: Progressio`s flexible pricing model helps training managers to easily start using the platform.
Proof points - (the foundation)
Facts, numbers, and arguments to support the core messages.
In this section, you showcase the things which show that there is a need for the product.
If you don`t have a product or proper stats yet, then you can feel free to use any public reports, that say there is a problem, that needs a solution.
Example: 95% of users say that they have found new facilitators for their team thanks to Progressio`s platform.
Time to put the pieces together
To make up a sales pitch or just a quick summary of what your product does with this model you now have to add the pieces together ( and polish the outcome if needed).
Based on the examples of Progressio, my pitch would be along the following lines:
Progressio helps training managers to find facilitators for their teams.
Progressio is a web app that helps training managers save hours on searching for and communicating with new facilitators that suit the needs of their team. Progressios flexible pricing model helps training managers to easily start using the platform. 95% of users say that they have found new facilitators for their team thanks to Progressios platform.
Note: you might not even need the first part in written form, but it`s good to bring out the mission first when you are presenting on a stage.
Let me know in the comments if the framework was helpful. I don`t have a course to sell to you, but feel free to add me on Linkedin if this post added value.
