Formula: Problem Statement

[Our service/product] was designed to achieve [goals]. We have observed that the service/product isn’t meeting [these goals], which is causing [this adverse effect] to our business. How might we improve [service/product] so that our customers are more successful based on [these measurable criteria]

As written in Lean UX.

Formula: Value Proposition

I’ve been testing this formula out the past couple of posts with popular products in tech on  It’s a great way to help you understand the value proposition for a business in the form of an elevator pitch.

The general pitch formula is people + problem + proof + promise = power.

Additional pitch examples.

Elevator Pitch #1

For (target customer)
Who (statement of the need)
The (product name) is a (product category)
That (product key benefit, compelling reason to buy)
Unlike (primary competitive alternative),
Our product (final statement of primary differentiation)

Elevator Pitch #2

We solve (problem)
by providing (advantage),
to help (target)
accomplish (target’s goal)

Elevator Pitch #3

We work with (your niche),
who haven’t/need to (their problem).
If you’re ready to/it’s time to  (your solution),
We can/will (your promise).