4 Methods to Pitch Your Business

4 ways to deliver your pitch

Learn how to pitch your business idea with these tried and true formulas

As an entrepreneur, you never know where or when you will meet potential customers or partners – in the elevator, at the grocery store, or even picking the kids up at school.

Will you be ready to deliver a polished pitch when opportunity knocks?

Here at Pathway WBC, our Cohorts start with four popular methods to practice their pitch:

  1. Geoffrey Moore’s Value Proposition Statement is one of the best known formulas for creating your value proposition statement. Defining your target customer isn’t easy, so this method from his book Chasing the Chasm is a great place to start:

“For ____________ (target customer)
who ____________  (statement of the need or opportunity)
our (product/service name) is  ____________  (product category)
that (statement of benefit) ____________ .”

Using Pathway WBC as an example:

“For entrepreneurs
Who need support
Pathway WBC provides classroom training, mentoring and peer learning
That provides the technical training, guidance, and accountability to be successful in business.”


  1. Steve Blank’s XYZ Formula is a great method to tighten your business pitch. By limiting your business description to three elements, you’re forced to focus on what’s most important – customer, problem, solution:

“We help (X) do (Y) by doing (Z)”

Using Pathway WBC as an example:

 “We help entrepreneurs succeed in business by providing classroom and peer learning, hands-on guidance, and an environment of accountability to be successful.”


  1. Vlaskovits & Cooper’s CPS presentation is another take on the “Customer, Problem, Solution” formula (hence the CPS):

Customer: _____________ (Who is your customer?)

Problem: _____________ (What problem do you solve for them?)

Solution (What is your solution to their problem?)

Using Pathway WBC as an example:

 “Customer:  Our customers are entrepreneurs at any stage of business

Problem:  Who face an obstacle to starting or growing their business

Solution: Affordable and relevant classroom, peer learning, and mentoring


  1. Simon Sinek’s “Start with WHY” Model, also known as The Golden Circle, has become increasingly popular as more people recognize that most decisions, especially customer decisions, are emotional. As you might expect, this formula flips the CPS model on its head, and starts with your company’s WHY:

“Why: ___________
How: ___________
What: ___________”

Using Pathway WBC as an example:

Why: We believe in the power of small business to change communities for the better
How: Relevant and affordable resources for entrepreneurs facing an obstacle to launch or growth
What: We provide in-depth business counseling, classroom training, and peer-to-peer learning to help entrepreneurs start, expand, and successfully manage their businesses


Want help writing and practicing your pitch?

Consider joining our Discover or Embark Cohort. These seven-week sessions take entrepreneurs at every stage of business through writing a business plan, conducting market research, and of course perfecting your pitch.

Pathway WBC members practice their pitch

Your first step to joining a Pathway Cohort is to take a Blue Sky workshop. We offer this two-hour, hands-on session at least twice a month for just $10.

Find upcoming Blue Sky Workshops right here. See you soon!