Your business summary is in the wrong order



This article from VentureBeat claims to present “… a scientifically-based formula to help you craft a winning business summary.”

Author Dave Bailey recommends the book The Startup Pitch by Chris Lipp.Which does get a 5 star rating in 21 customer reviews on

I can’t disagree with the article’s intro:

The need for short summaries comes up a lot in startups. Profiles, applications, emails, social media, partners, press… the amount of text you have to work with varies from a full presentation to just a few sentences. When the whole team is working night and day on complex problems, the idea of summing up everything your company does is daunting. However, this sentence embodies a common misconception.


A great business summary isn’t a summary at all. It’s not about compressing everything your company does or listing every benefit you offer customers. A great summary is sales copy that effectively positions your company to the reader.

I  agree with the statement In business summaries, it’s more important to be compelling than comprehensive.

Read the rest of the article to get the details on what should go into a business summary in what order.

Too many times I find business summaries or pitches to be very verbose, attempting to be complete, rather than compelling. My advice when presented with such a summary is “cut, cut cut.” Less is more – if you chose the correct “less”.


Author: Mentorphile

Mentor, coach, and advisor to entrepreneurs, small businesses, and non-profit organizations. General manager with significant experience in both for-profit and non-profit organizations. Focus on media and information. On founding team of four venture-backed companies. Currently Chairman of Popsleuth, Inc., maker of the Endorfyn app for keeping fans updated on new stuff from their favorite artists.

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