Elevator Pitch

Introducing Your Organisation and/or Project Quickly and Compellingly

About the Technique

An elevator pitch is a brief, persuasive speech that you use to spark interest in what your organization does. You can also use them to create interest in a project, idea, or product – or in yourself. A good elevator pitch should last no longer than an elevator ride of 30 to 60 seconds, hence the name.

They should be interesting, memorable, and succinct. They also need to explain what makes you – or your organization, product, or idea – unique.

When to use an Elevator Pitch

Some people think that this kind of thing is only useful for salespeople who need to pitch their products and services. But you can also use them in other situations.

For example, you can use one to introduce your organization to potential partners, donors, stakeholders or beneficiaries. You could use them in your organization to present a new idea to your manger, or to tell people about the change initiative that you're leading. You can even craft one to tell people what you do for a living.

Creating an Elevator Pitch

It can take some time to get your pitch right. You'll likely go through several versions before finding one that is compelling, and that sounds natural in conversation.

Follow these steps to create a great pitch, but bear in mind that you'll need to vary your approach depending on what your pitch is about.

1. Identify Your Goal

Start by thinking about the objective of your pitch.

For instance, do you want to tell potential clients about your organization? Do you have a great new project idea that you want to pitch to an executive? Or do you want a simple and engaging speech to explain what you do for a living?

2. Explain What You Do

Start your pitch by describing what your organization does. Focus on the problems that you solve and how you help people. If you can, add information or a statistic that shows the value in what you do.

Ask yourself this question as you start writing: what do you want your audience to remember most about you?

Keep in mind that your pitch should excite you first; after all, if you don't get excited about what you're saying, neither will your audience. Your pitch should bring a smile to your face and quicken your heartbeat. People may not remember everything that you say, but they will likely remember your enthusiasm.

Example:

Imagine that you're creating an elevator pitch that describes what your company does. You plan to use it at networking events. You could say, "My company writes mobile device applications for other businesses." But that's not very memorable!

A better explanation would be, "My company develops mobile applications that businesses use to train their staff remotely. This results in a big increase in efficiency for an organization's managers."

That's much more interesting, and shows the value that you provide to these organizations.

3. Communicate Your Unique Proposition

Your elevator pitch also needs to communicate your unique proposition (UP).Identify what makes you, your organization, or your idea, unique. You'll want to communicate your UP after you've talked about what you do.

Example:

To highlight what makes your company unique, you could say, "We use a novel approach because unlike most other developers, we visit each organization to find out exactly what people need. Although this takes a bit more time, it means that on average, 95 percent of our clients are happy with the first beta version of their app."

4. Engage With a Question

After you communicate your USP, you need to engage your audience. To do this, prepare open-ended questions (questions that can't be answered with a "yes" or "no" answer) to involve them in the conversation.

Make sure that you're able to answer any questions that he or she may have.

Example:

You might ask "So, how does your organization handle the training of new people?"

5. Put it all Together

When you've completed each section of your pitch, put it all together.

Then, read it aloud and use a stopwatch to time how long it takes. It should be no longer than 20-30 seconds. Otherwise you risk losing the person's interest, or monopolizing the conversation.

Then, try to cut out anything doesn't absolutely need to be there. Remember, your pitch needs to be snappy and compelling, so the shorter it is, the better!

Example:

Here's how your pitch could come together:

"My company develops mobile applications that businesses use to train their staff remotely. This means that senior managers can spend time on other important tasks.

"Unlike other similar companies, we visit each organization to find out exactly what people need. This means that, on average, 95 percent of our clients are happy with the first version of their app.

"So, how does your organization handle the training of new people?"

6. Practice

Like anything else, practice makes perfect. Remember, how you say it is just as important as what you say. If you don't practice, it's likely that you'll talk too fast, sound unnatural, or forget important elements of your pitch.

Set a goal to practice your pitch regularly. The more you practice, the more natural your pitch will become. You want it to sound like a smooth conversation, not an aggressive sales pitch.

Make sure that you're aware of your body languageas you talk, which conveys just as much information to the listener as your words do. Practice in front of a mirror or, better yet, in front of colleagues until the pitch feels natural.

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!

Tip 1:

You may want to keep small take-away items with you, which you can give to people after you've delivered your pitch. For example, these could be business cards or brochures that talk about your product idea or business.

Tip 2:

Remember to tailor your pitch for different audiences, if appropriate.

9C – characteristics of a model elevator pitch

Anthony Eden, the British politician and diplomat, used to say that good speech must have an

interesting beginning and an interesting ending, but most of all - that the ending was as close to the

beginning. These words may be the guiding principle to create elevator pitch. However, the same

condensation of content does not guarantee the success of our short presentation. 9C is a principle

which created the American Chris O'Leary - nine points he explains what features should be good

"speech in the elevator." Let us examine each of them:

1. Concise - if too long presentation can be shortened to a few, up to a dozen sentences,

without losing its general sense, it is necessary to do it. Bet primarily on specifics, try to capture the

interest of your audience.

2. Clear - use simple vocabulary and try to avoid excess specific words that your audience can not

always be understood. O'Leary advises to read the presentation to your grandparents, spouse and

children. If we all understand it - a huge plus for you.

3. Compelling - the elevator pitch introduce only what is essential, what makes up the core of your

presentation. Undoubtedly subplots can be very interesting, but remember that for several seconds

you miss about them. Focus on what is the essence of the presentation.

4. Credible - you need to prove to the audience why you or your project is currently the best choice.

Let them feel that they can fully trust you and your actions.

5. Conceptual - target your presentation to the audience’sbrains/minds - present hard facts and solid

arguments, but as much as a glance.

6. Concrete - concrete, concrete and concrete again. Pay attention not to "dissolve" your

presentation with unnecessary details. If the listener wants to know something about them, you will

be definitely asked about after your elevator pitch.

7. Customized – make sure your presentation is tailored to a specific audience, take into account the

individual characteristics and requirements. Avoid creating a universal speech for all.

8. Consistent - the previous point advised to prepare different versions of the elevator pitch. You

must remember, however, to make them consistent and submittingthe same information base.

Under no circumstances make this up!

9. Conversational - take care to make your presentation collapsing in the memory of the audience, to

cause discussion and further questions, to introduce considerable element of curiosity among your

listeners.

Gunning Fog Index

The Gunning Fog Index is a great tool for helping you write your speeches and presentations in simple, plain language that is easy for your audience to understand. The purpose of a presentation is to impart information and (although not always the case) to persuade the audience to take some sort of action. Whether this is a lecture, a church sermon, a sales pitch, an inspirational or motivational speech or a political rally. If that is your purpose then you must speak to your audience in language that they understand. That means no jargon, no abbreviations, and simple language. • The Gunning Fog Index was developed by Robert Gunning in 1952. • It gives the number of years of education that your reader hypothetically needs to understand the paragraph or text. The Gunning Fog Index formula implies that short sentences written in plain language achieve a better score than long sentences written in complicated language.

Calculation of the Gunning Fog Index

• Select a passage (such as one or more full paragraphs) of around 100 words. (example = 102) • Count number of sentences in the passage (example = 4) • Determine the average sentence length: divide the number of words by the number of

sentences. (example = 102/4 = 25 words) • Count the "complex" words: those with four or more syllables. (example = 9 /102 = 9%) • Add the average sentence length and the percentage of complex words; and • Multiply the result by 0.4.

Fog Index = (25 + 9) * 0.4 = 13.6

• The ideal score for readability with the Fog index is 7 or 8. • Anything above 12 is too hard for most people to read. • For instance, The Bible, Shakespeare and Mark Twain have Fog Indexes of around 6. • The leading magazines, like Time, Newsweek, and the Wall Street Journal average around 11.

The underlying message of The Gunning Fog Index formula is that short sentences written in plain language achieve a better score than long sentences written in complicated language.

Remember that message writing is all about imparting information and getting action. If you use plain language your audience will understand what you are about and your message is more likely to get the results you want.

1. PARAPHRASE – MAKE SURE YOU UNDERSTOOD WELL! Paraphrase situations below: I went to the office twice today. I especially woke up earlier to drive there. And what I found was the three ladies who were drinking coffee. I had to wait 15 minutes, because they said they have a breakfast break. I was boiling inside. I feel like doing nothing. And… the end of the year is coming and I have to fill in all the documentation for my promotion at work. Maybe it would be better if have given up my postgraduation studies… I’m not sure... I’m stuck. I got two job offers. One is well paid, but I would stop doing what I love. The other one is full of challenges and it gives me so much joy, but the money for it is peanuts. I don’t know what to do…

2. Change below sentences in a sentence ‘I’:

Do you even listen what I’m saying, you always look at your phone when I talk to you...

Please, turn down the music, this noise is impossible...

You always talk about the same thing and avoid the important stuff.

You never keep your word and you’re always late!

You are irresponsible, worse than the five years old child…

You’re so negative, complaining every day about everything.

In what situations do you communicate? Please, give some examples

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Team meeting planner

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MEDIA ADVISORY

This project is funded by the European Union Delegation of the European Union in the Republic of Armenia Tel: +374 (10) 54 64 94 Fax: +374 (10) 54 64 95 E-mail: Delegation-Armenia@eeas.europa.eu

This project is implemented by the consortium of Podlaska Regional Development Foundation (Poland) and DAS.AM (Armenia). Address: AUA Business Centre, 9 Alek Manukyan Street, Room 312, 0070 Yerevan, Armenia E-mail: info@civilsociety.am

Public Consultation on Findings of Capacity Building Needs Assessment of Civil Society Organisations in Armenia

11 April 2016, Yerevan – The European Union funded “STRONG Civil Society Organisations for Stronger Armenia” project has the pleasure to invite you to the public consultation on findings of the capacity building needs assessment of civil society organisations (CSOs) in Armenia. The consultation is scheduled for Thursday, 14 April 2016 at Erebuni Plaza Business Centre, “Erebuni” hall (26/1 Vazgen Sargsyan Str., 0010 Yerevan, Armenia). The Head of the EU Delegation to Armenia, Ambassador Piotr Antoni Świtalski together with the President of Podlaska Regional Development Foundation, Mr Andrzej Parafiniuk will deliver welcome speeches at the opening of the event. Findings of the capacity building needs assessment paper, as well as upcoming activities of the project will be presented to the audience. In addition, invitees will have the opportunity to submit their recommendations on how to further improve the paper through thematic discussions in groups. The Capacity Building Needs Assessment has been conducted within the framework of “STRONG Civil Society Organisations for Stronger Armenia” project which is aimed at increasing the capacities of civil society organisations in Armenia. The overall aim of the assessment is to understand and evaluate the capacity needs and gaps of CSOs in Armenia. The specific objective of the analysis is to provide detailed information on the most appropriate design of all subsequent capacity building activities of the project. Please find the agenda of the event enclosed. NOTE TO THE EDITORS! The public consultation will be held on Thursday, 14 April 2016 at 10:00 at Erebuni Plaza Business Centre (“Erebuni” hall, 9

th floor).

All journalists, photographers and TV cameramen are welcome to cover the event. We kindly request everybody interested in covering the event to accredit themselves no later than Wednesday, 13 April 2016 by 6:00pm by sending an e-mail to info@civilsociety.am or calling at +374 (0) 95 95 39 35. Further information and accreditation: EU-funded “STRONG Civil Society Organisations for Stronger Armenia” project Tel: +374 (0) 95 95 39 35 E-mail: info@civilsociety.am

The European Commission is the EU’s executive body.

“The European Union is made up of 28 Member States who have decided to gradually link together their know-how, resources and destinies. Together, during a period of enlargement of 50 years, they have built a zone of stability, democracy and sustainable development whilst maintaining cultural diversity, tolerance and individual freedoms. The European Union is committed to sharing its achievements and its values with countries and peoples beyond its borders”.

PRESS RELEASE

This project is funded by the European Union Delegation of the European Union in the Republic of Armenia Tel: +374 (10) 54 64 94 Fax: +374 (10) 54 64 95 E-mail: Delegation-Armenia@eeas.europa.eu

This project is implemented by the consortium of Podlaska Regional Development Foundation (Poland) and DAS.AM (Armenia). Address: AUA Business Centre, 9 Alek Manukyan Street, Room 312, 0070 Yerevan, Armenia E-mail: info@civilsociety.am

The European Commission is the EU’s executive body.

“The European Union is made up of 28 Member States who have decided to gradually link together their know-how, resources and destinies. Together, during a period of enlargement of 50 years, they have built a zone of stability, democracy and sustainable development whilst maintaining cultural diversity, tolerance and individual freedoms. The European Union is committed to sharing its achievements and its values with countries and peoples beyond its borders”.

Public Consultation on Findings of Capacity Building Needs Assessment of Civil Society Organisations in Armenia

14 April 2016, Yerevan – Findings of the capacity building needs assessment of civil society organisations (CSOs) in Armenia were presented today in the form of a national conference in Yerevan. The assessment was carried out within the framework of the European Union funded “STRONG Civil Society Organisations for Stronger Armenia” project. Representatives of surveyed CSOs, consulted experts, representatives of international organisations/NGOs, Embassies, and European Union Delegation to Armenia were present at the event. The Head of the EU Delegation to Armenia, Ambassador Piotr Antoni Świtalski and the President of Podlaska Regional Development Foundation, Mr Andrzej Parafiniuk delivered welcome speeches at the opening of the event. “Civic activism is part of the Armenian genetic code like a spirit of entrepreneurship, like love of books. Armenians know that they have to rely mainly on themselves, that is the recipe for survival for centuries,” highlighted the Head of the EU Delegation to Armenia, Ambassador Piotr Antoni Świtalski. In his opening speech Mr Andrzej Parafiniuk stated that more than 20 years ago British experts helped them as an NGO to develop themselves, their activities and grow up to become one of the strongest NGOs in Poland. Now it is time to share their experience and know-how with Armenian counterparts. The overall aim of Capacity Building Needs Assessment is to understand and evaluate the capacity needs and gaps of CSOs in Armenia. Data for the assessment has been collected from primary and secondary sources. Within the framework of the assessment meetings were held with some 70 CSOs in the marzes and Yerevan, 20 in-depth interviews with field experts and practitioners were conducted, 7 focus group discussions were organised, and an online survey questionnaire was sent to 220 CSOs nationwide out of which a total of 139 responses were submitted. The capacities of CSOs in Armenia in terms of three capacity dimensions, internal, external and programme performance, have been analysed. Furthermore, an overview of past and present capacity building efforts in Armenia has also been carried out. The paper generally concludes that CSOs in Armenia continue facing multiple organisational and financial challenges. The identified capacity needs and interests call for comprehensive and needs-responsive support with a high level of differentiation, requiring diversified and tailored capacity building programmes. During the 2

nd part of the event the

audience engaged into thematic discussions in groups and contributed to the further improvement of the paper through providing recommendations and remarks. The project “STRONG Civil Society Organisations for Stronger Armenia” is aimed at increasing the capacities of CSOs in Armenia as independent development actors to make them more competent, more responsive to citizens’ needs, and proactively supporting the country’s development through practical, project-based approaches. The project is focused on three specific objectives: increasing internal capacities of CSOs, increasing external capacities of CSOs, and increasing capacities of CSOs in applying for and implementing EU projects. The implementation period of the project is 3 years. Further information: EU-funded “STRONG Civil Society Organisations for Stronger Armenia” project Tel: +374 (0) 95 95 39 35 E-mail: info@civilsociety.am Facebook: facebook.com/StrongCSOs

5 W’s:

What happened?

Who is involved?

When did it take place?

Where did it take place?

Why did that happen?

We will be working now on creating the reality in which there is loads of serious conflicts.

GROUP I

Think of the most conflict organisation (with loads internal conflicts).

You have 15 minutes to work on your task with your group, and show your ideas on paper - drawing,

and using words. Make your work visible to others as you (as a group) will present it to everyone

afterwards.

We will be working now on creating the reality in which there is loads of serious conflicts.

GROUP II

Think of the most conflict relationship between the hierarchical superior (head) and the employee

of an organisation.

You have 15 minutes to work on your task with your group, and show your ideas on paper -drawing,

and using words. Make your work visible to others as you (as a group) will present it to everyone

afterwards.

We will be working now on creating the reality in which there is loads of serious conflicts.

GROUP III

Think about the characteristics of the most conflict person you can imagine in the organisation.

You have 15 minutes to work on your task with your group, and show your ideas on paper - drawing,

and using words. Make your work visible to others as you (as a group) will present it to everyone

afterwards.