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StartupPro: How to set up and grow a tech business by Martin Zwilling

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Honing your elevator pitch and executive summary

An elevator pitch is a concise, well-practiced description of your startup and your plan, delivered with conviction and enthusiasm that your mother should be able to understand in the time it would take to ride up an elevator. Everybody knows about these, but few people seem to deliver a good one.

A good elevator pitch is not just for an elevator discussion with potential investors. Use it in every networking situation and business conference introduction. The elevator pitch should be the first few paragraphs of your business plan, your executive summary, your investor presentation, and the first page of your website. A different message everywhere is no message.

An elevator pitch should always contain ...

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