1: Short description (the pitch) (your startup name) is developing (your core product/service) to help (your target customer) solve (problem you're solving) with (define secret sauce). 2: The What: What are you solving + more in depth details You are tackling a problem worth solving. What is it? Who does it affect? How widespread is it? 3: The How: Describe how your startup is solving this Describe the solution your team spends days (and nights) trying to build. Be as concrete as possible. 4: The Why: What motivated you to get started Let us know what fired your spark. How did you become aware of the problem you're working to solve? What motivated you to quit your day job to focus on your entrepreneurial ambitions? In essence, why are you doing this?