<em>Ladies Who Launch</em>: The Truth about Elevators

I was at a party last night for the west coast editor of Glamour with lot's of sexy people with sexy jobs and sexy shoes. In the usual forum of cocktail party chat, I noticed that so many people don't know how to describe what they do in a way that makes sense to the world beyond their own. Even the most accomplished people fumble, fuss and fester over describing their job--and often fall back on just the name of the company as a way to get out of it, IE, "I work for Sony." Entrepreneur's struggle with this the most, which is why in the Ladies Who Launch Incubator program finessing the elevator pitch (the 12 second ditty on what you do) is so critical.

Here's the anatomy of one, in case you were wondering:

1. Say what you do and something about it, as in, "I own a catering company specializing in weddings and occasions." (In some cases you might have to explain what a company does as a next step if you do something less exact than catering, PR, design, etc.)

2. Tell us who you serve, IE, ("I generally work with individuals who want something sophisticated,
understated and unique but also on a budget.")

3. The third thing you can add, if you want to be real ambitious, is something you're working on
or looking for, as in "Right now I'm working on a Tibetan-themed birthday party and the venue
just got demolished, so we're looking for a space that has a sacred, ethnic vibe, if you know
of anything..."

You can get more complicated than this but at the very least, be clear about what you
do and throw in some context. Seems so simple, right? You say it every day? Yet so many
of us get tongue tied or simply don't know how to best articulate ourselves on this subject.
But the world can't help someone who can't explain what they do properly...so people
please, practice at home or something. Just say it!

By: Amy Swift, Chief Product Officer

Ladies Who Launch
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