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电梯推销

Create an overview of your project so concise it can be communicated in the time it takes to ride an elevator.

铅笔图标
Prep Time
5 mins
跑表图标
Run Time
60 mins
Connected people icon
People
3-11
People talking in front of board

电梯推销

Create an overview of your project so concise it can be communicated in the time it takes to ride an elevator.

People talking in front of board
铅笔
Prep Time
5 mins
跑表图标
Run Time
60 mins
Connected people icon
People
3-11

电梯推销

Create an overview of your project so concise it can be communicated in the time it takes to ride an elevator.

铅笔图标
Prep Time
5 mins
跑表图标
Run Time
60 mins
Connected people icon
People
3-11
People talking in front of board

Elevator Pitch in action

This team of app developers works through the elevator pitch for their new game using Trello.

These beverage brand marketers meet on Zoom and capture their Elevator Pitch Play session in Confluence.

This team met in person to work through the elevator pitch for their new neighborhood restaurant.

What you'll need

远程

Video conferencing with screen sharing

Digital collaboration tool (see templates)

In-person

Meeting space

Whiteboard or large sheet of paper

记号笔

计时器

Optional templates

Atlassian 模板
Confluence Template

Instructions for running this Play

首先,电梯推销到底是什么?简而言之,电梯推销就是对您项目的简短概述(30 秒到一分钟),它为听众提供了他们需要的所有信息,以了解您是谁、您解决了什么问题以及他们为什么应该关注。好的电梯推销引人注目、令人兴奋且内容丰富。如果对您的项目进行简短概述听起来像是一项艰巨的任务,不用担心,这个剧本将教您如何写出一篇能够脱颖而出的电梯推销。

1. Prep 5 MIN

远程团队应从创建协作空间或文档开始,例如 Trello 看板或 Confluence 页面。您可以使用上面提供的电梯推销模板或创建自己的模板。您可以参考上面的电梯推销示例,了解世界各地的团队是如何使用模板来简洁地推销自己的项目

对于面对面团队,如果您的团队在练习期间使用自己的笔记本电脑,您仍然可以使用我们的电梯推销模板。或者,找一块白板或一张大纸,在会议室里放好便利贴和记号笔。在白板或纸上设置五栏,标题如下:

  • As a [target customer type]
  • who want(s) to [customer need],
  • [product/feature/service]
  • is a [market category]
  • that [key benefit].

如果您有任何可以证实产品需求的信息,例如市场研究、目标受众信息、客户反馈或客户访谈,请事先与团队共享材料。

TIP: A PITCH FOR ANY TEAM

如果传统的电梯推销模板不适用,请使用以下变体为您的团队进行自定义:

结构:[谁]、[什么]、[为什么]

示例:作为[客户],我想要[服务],这样我就可以[结果]。

2. Set the stage 5 MIN

召集团队起草项目的电梯推销后,请在会议开始时告知他们以下内容:

  • This is a fill-in-the-blank exercise.
  • 我们将重点关注我们的客户:他们是谁,他们需要什么,以及我们的项目如何满足这种需求。
  • Our goal is to align on our project’s purpose in order to succinctly articulate the project’s value.

3. Fill in the blanks 10 MIN

在您让团队开始添加他们的电梯推销想法之前,一定要让他们知道这是一个安全的协作空间,没有真正的错误答案。请所有人在括号中填写信息,添加自己的想法,可以在协作文档中填入信息,也可以在白板或纸上放置便利贴。

TIP: LESS IS MORE

回答尽可能简明扼要。可以把这个电梯推销练习想象成一场填空游戏。

4. Vote 5 MIN

要求团队对最能代表项目目的的想法进行投票,每列一票。为了减少趋同思维,尽量将投票阶段保密。面对面的团队应私下记录他们的选择,一旦所有投票都投完,主持人就可以计算出得票最多的选项。通过使用笔记本电脑,远程团队可以更轻松地对投票保密。

提示:Trello Power-Up

试用 Trello Voting Power-Up 在白板上启用投票或要求与会者在评论中添加 "+1"。

5. Discuss 20 MIN

Once all votes are in, use the cards with the most votes to complete the phrase, “As a [target customer type] who want(s) to [need/desire], [product/name/service] is a [market category] that [key benefit].”

以下是一个完整的电梯推销示例,可帮助您走上正轨:“作为想要保持狗狗健康(需求/愿望)的狗狗主人(目标客户类型),Charlie’s Kibbles(产品/名称/服务)是一种低精有机狗粮(市场类别),提供最佳犬类营养和狗狗喜欢的口味(关键好处)。”

作为一个团队,决定得票率最高的卡片是否以给定格式捕获项目的价值,或者是否需要进行任何变更。如果需要进行变更,请尝试一次换出一张卡片,直到为项目制作出了最好的电梯推销。

6. Final pitch 5 MIN

Document your final elevator pitch. As a team, verify that it captures the value of your product, feature, or service in the most concise way possible.

Final elevator pitches from a variety of teams and products.

跟进

如果您对这个剧本结束后各团队应该做什么有具体的说明,比如分享文档、安排下一个剧本等,请把它们写在这里。

Save it

将您的电梯推销保存在团队和利益相关者可以轻松找到的地方,例如 Confluence 中的知识库。如果您需要为未来的项目创建更多的电梯推销模板,请将完成的电梯推销模板保存为示例,供下次使用。如果您亲自参与了这个练习,请拍一张已完成的白板或纸的照片以供参考。

Share it

如果您已在 Confluence 中添加了电梯推销,请不要忘记在评论中标记关键团队成员和利益相关者。面对面团队应将其添加到共享的物理工作空间中,以便让任何感兴趣的人都能一目了然地了解您的项目目的。

Return to the elevator

If you find your team getting lost in the details of the project, refer back to the elevator pitch to regain sight of the project’s overall purpose.

相反,如果您的项目发生了重大变更,请重新进行整个电梯推销联系,以确保您仍然能获得准确、简洁的描述。

Variations

Team pitch

Have each team member pitch their own elevator pitch to the team, then vote on the pitch that captures customer value the best.

Measurements

Instead of voting, have teammates rate each idea on criteria like customer value, risk, marketability, etc. Use ideas with the highest overall score in the elevator pitch.

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