Elevator Pitch Assessment Model: A Systematization of Dimensions in Technology Entrepreneurship Presentations

Alessandro Margherita University of Salento ; David Verrill Massachusetts Institute of Technology

Abstract

The creation of a technology venture brings the entrepreneur to interact with different stakeholders and persuade them of the quality of the business idea. In such endeavors, entrepreneurial storytelling and business pitches are crucial to attract stakeholder interest and potential commitment. We focus on longer and structured elevator pitches used by entrepreneurs seeking funds and partners for their startup, and we present an integrative framework of evaluation dimensions, specific items, and key evidence to assess a pitch. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Research methodology:</b> We conducted a systematic review of specialized literature on business venturing, entrepreneurship, and business communication, and we selected 40 research articles from which we have extracted concepts related to the quality and effectiveness of an elevator pitch. We analyze and aggregate concepts to derive a taxonomy of evaluation dimensions. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Results and discussion:</b> We identify four dimensions of evaluation of an elevator pitch: background and contextual knowledge showed in the presentation, project content and venture information, storytelling approach and style, and entrepreneurial flow or “algorithm” of the pitch. We detail the dimensions by defining 19 evaluation items and associated key evidence to support assessment. We undertake a preliminary application of the framework with three groups: Business investors, potential entrepreneurs, and entrepreneurship students. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Conclusion and further research:</b> We advance the discussion on venture storytelling and provide practitioners with a useful tool to support the evaluation of an entrepreneurial idea presented through an elevator pitch.

Journal
IEEE Transactions on Professional Communication
Published
2021-12-01
DOI
10.1109/tpc.2021.3110620
CompPile
Open Access
Closed
Topics
Export

Citation Context

Cited by in this index (0)

No articles in this index cite this work.

References (91) · 7 in this index

  1. 10.1016/j.jbusvent.2019.105949
  2. 10.1002/sej.1293
  3. 10.1108/JRME-11-2016-0048
  4. 10.1108/JRME-11-2016-0046
  5. 10.1108/IJEBR-06-2019-0334
Show all 91 →
  1. Persuasive strategies in the SME entrepreneurial pitch: Functional and discursive conside…
    Econ Res
  2. Assessing creativity in Shark Tank entrepreneurial pitch meetings: Extending dual-process…
    Academy of Entrepreneurship J
  3. 10.1177/0266242604042377
  4. 10.1007/s11187-017-9880-8
  5. Producing a systematic review
    Sage Handbook of Organizational Research Methods
  6. 10.1177/0266242618818249
  7. The vital importance of the elevator speech
    Bridgewater Rev
  8. The Startup Owner's Manual The Step-by-Step Guide for Building A Great Company
  9. 10.1108/IJEBR-10-2017-0412
  10. Journal of Business and Technical Communication
  11. 10.1080/08985626.2019.1641977
  12. 10.1057/ejis.2011.51
  13. IEEE Transactions on Professional Communication
  14. 10.1111/etap.12234
  15. Startup Success Funding the Early Stages of Your Venture
  16. 10.1016/j.obhdp.2019.06.002
  17. Technical Communication Quarterly
  18. 10.1177/108056997303600407
  19. 10.1002/smj.751
  20. 10.1007/978-1-137-51233-8
  21. 10.1177/0021943609333524
  22. Crafting a sales pitch for your grant proposal
    Research Management Review
  23. 10.5367/ijei.2012.0084
  24. 10.1111/j.1540-6520.2012.00531.x
  25. Win the business with this elevator pitch
    Harvard Bus Rev
  26. IEEE Transactions on Professional Communication
  27. 10.1057/9781137507686_10
  28. 10.1108/JMD-05-2014-0049
  29. 10.1504/IJTM.2005.006006
  30. 10.1108/13552559510079751
  31. 10.3905/jpe.2004.434763
  32. Brilliant Pitch What to Know Do and Say to Make the Perfect Pitch
  33. 10.1016/S0883-9026(02)00097-6
  34. The perfect (elevator) pitch
    Bloomberg Business Week
  35. 10.1075/pbns.301.12die
  36. Pitch Anything An Innovative Method for Presenting Persuading and Winning the Deal
  37. Elevator Pitch Essentials How to Get Your Point Across in Two Minutes or Less
  38. The impact of perceived entrepreneurial passion on angel investing
    Frontiers of Entrepreneurship Res
  39. 10.1177/0021943610370577
  40. 10.1016/j.jbvi.2018.02.001
  41. 10.1016/j.indmarman.2010.06.032
  42. 10.5465/amj.2016.1008
  43. 10.1177/1042258717725520
  44. 10.5367/ijei.2016.0211
  45. IEEE Transactions on Professional Communication
  46. 10.1080/09639284.2013.847326
  47. 10.1073/pnas.1321202111
  48. 10.1177/0266242610364427
  49. 10.1177/0266242611416417
  50. 10.1016/S0883-9026(00)00069-0
  51. 10.1016/j.technovation.2011.12.004
  52. 10.1177/0266242605057654
  53. Journal of Business and Technical Communication
  54. 10.1007/s11365-013-0273-4
  55. 10.3905/jpe.2003.320037
  56. 10.1016/j.jbusvent.2013.08.001
  57. 10.1016/0166-4972(96)89124-3
  58. 10.1038/528469a
  59. An operational model to develop technology entrepreneurship ego-system
    Journal of technology management &amp; innovation
  60. 10.1177/1476127016648500
  61. 10.1016/j.jbusvent.2014.08.001
  62. 10.5465/AMR.1994.9412190214
  63. 10.1080/13691060802151945
  64. The Presentation of Self in Everyday Life
  65. Technology ventures from idea to enterprise
  66. Digital entrepreneurship: A research agenda on new business models for the twenty-first century
    International Journal of Entrepreneurial Behaviour &amp; Research
  67. 10.1007/s11365-010-0149-9
  68. 10.1016/j.techfore.2019.119791
  69. 10.1016/0883-9026(85)90011-4
  70. 10.1108/IJEBR-11-2018-0755
  71. 10.2307/3665619
  72. Entrepreneurial Small Business
  73. 10.1177/002194369703400104
  74. 10.1016/0883-9026(90)90026-P
  75. 10.1007/s10961-012-9288-1
  76. 10.5367/ijei.2010.0006
  77. 10.1016/0883-9026(93)90009-T
  78. 10.1177/1052562907307637
  79. 10.1007/s10843-020-00278-0
  80. 10.1287/mnsc.2017.2882
  81. 10.1177/002194369102800403
  82. IEEE Transactions on Professional Communication
  83. 10.1111/etap.12095
  84. 10.5465/AMJ.2009.36462018
  85. 10.1016/j.jbusvent.2016.10.005
  86. 10.1109/TLT.2016.2627043