07 Elevator Speech

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Slide 1 2003, Meeting the Challenge, Inc.

The Value Proposition

Generating Your Elevator Speech

Cody, WY

June 2, 2004


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PresenterRandy W. Dipner

Meeting the Challenge, Inc.Colorado Springs, CO

Phone: 719-444-0252 x105; Fax: 719-444-0269Cell: 719-510-2822; e-mail: [email protected]

www.mtc-inc.com


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The Value Proposition

Most folks donthave an effective elevator speech in theirheads; having one that is effective will immediately set youapartjust as a great abstract gets a proposal off to a good start

Capture the essence of your message in a 30-second,2-sentence elevator speech

The elevator speech identifies most key elements that make upthe proposal story

The methodology presentedhere is based on GeoffreyMoores

paradigm presented in Crossing the Chasm


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Sample Elevator Speeches


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Electronics Processing - Original

Imagine a rubber or a fiber or a coating that conducts electricity.Or imagine a hard plastic-like casing conducting electricity. Whyis this important? We solve a number of problems in industry.

For example, static discharge causes $40 billion in losses forthe electronics industry on an annual basis. With our product,we can solve that problem. Or imagine silicon being replacedwith conductive plastic in a smart card, where it would cost

pennies rather than a dollar to make that product. We are theonly company in the world that can make conductive plasticsthat is very inexpensive so inexpensive that we can have 65

percent gross margins. Our research is based on 10 yearstechnology research at CMU.


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Software Developer - Original

Knosis has the only available software package that captures aproven methodology for taking an effective idea and assemblingit. Imagine you run a large management consulting firm and

50,000 consultants and 15 millionhours a year assembling, ofcourse, up over a million reports and presentations. What price

will you pay for inefficient report or presentation practices? Howmany clients will you lose because presentations arenotcompelling?The number one cause of ineffective(presentations) is the failure to organize ideas for the way

people think. The number one solution is the methodology thathas become an industry standard in management consulting.Knosis has completed a packaged software that streamlines(the process)Word of our producthas sparkedhigh-levelinterest in seven global companies. Were seeking $500,000 toaccelerateour efforts.


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Typical Elevator Speech Problems

All about me.

Dont clearly identify the benefits or the beneficiary.

Dont identify the problem being solved or why theproblem is important.

Dont connect the technology or business with areadily understood industry.

Dont discriminate the company from the competition.Rarely identify the competition or state-of-the-art.


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Creating an Elevator Speech

The Process


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The Elevator Speech Process

For: Listtarget customers. Group them and ultimately define THE customer.

Who: Define the need or opportunity. That is, what critical issue does thecustomer face?

The: Name the product or service or concept.

Is a: Place the product, service, or concept into a generally understoodcategory.

That: List the benefits not the features of the product, service, or conceptprovides to the customer. Group or prioritize the benefits to identify thesingle benefit that is the most compelling reason for the customer tobuy the product, service, or concept. To the maximum extent possible,the benefit should be quantified.

Unlike: List the competitors and competitive alternatives i.e. the state of theart.

Our: Develop a statement of the primary differentiation of the product,service, or concept. The differentiation is the single most importantthing that sets your product, service, or concept apart from thecompetition or state of the art.


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An Elevator Speech Example

For: electronics industry manufacturers

Who: annually experience over $40 billion in loses due to staticdischarge,

The: PolyTronics conductive plastic

Is an: advanced material

That: inexpensively and completely eliminates damage fromstatic electricity.

Unlike: currently used, expensive static discharge equipment

Our: product is an integral part of the electronics assembly thatcontinually drains static charge from the product assembly.


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Electronics Processing - Rewrite

Forelectronics industry manufacturers who annually experienceover $40 billion in loses due to static discharge, the PolyTronicsconductive plasticis an advanced materialthatinexpensively

and completely eliminates damage from static electricity.Unlikecurrently used, expensive static discharge equipment, our

product is an integral part of the assembly that continually drainsstatic charge from the product assembly.


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Electronics Processing -Alternative

Electronics industry manufacturers annually experience over$40 billion in loses due to static discharge. PolyTronics hasdeveloped a conductive plastic that is a state of the art material

that inexpensively and completely eliminates damage from staticelectricity. Currently used industry methods require expensivestatic discharge equipment that only work while the piece isconnected. Our product, on the otherhand, is an integral part ofthe assembly that continually drains static charge from the

product assembly.


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Software Developer - Rewrite

Forlarge system engineering consulting firms who need toeffectively and efficiently assemble coherent presentations ofcomplex ideas from many collaborating partners, the Knosis

productis a knowledge management package thatincorporatesthe industry-standard methodology in an easy to use softwaretool. Unlike the manual process, ourproduct can manage inputfrom thousands of consultants and develop a final presentationof the idea with a few keystrokes.


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The Pear Label

Forconsumers who now struggle to determine the ripeness ofpears and other types of fruit in the supermarket, the non-toxicFruit-Ripe labelis a simple indicator on every piece of fruit

thatchanges color to show consumers when the fruit is ready toeat. Unlike current ripeness testing by consumersthe oftenunreliable squeeze or sniff testourFruit-Ripe label ensuresconsumers are able to select fruit at its peak of ripeness whileretailers lose less fruit to bruising and spoilage, enablinggrowers to sell more fruit to a satisfied market. The potentialworldwide market could reach many billions of units per year.

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07 Elevator Speech