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 Amazon.com.
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”.