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Elevator pitch template and positioning statement

Answer eight short questions about your product and get a positioning statement, a 30-second and a 60-second pitch, a one-liner, tagline ideas and a short description, each with its word count and speaking time.

Your product

Plural, as specific as you can: freelance designers

Follows “who”: lose hours chasing late invoices

What kind of product: invoicing app

Follows “that”: sends invoices and chases late payments for you

What they use today: spreadsheets and email reminders

Follows the product name: times each reminder to the client’s history

One true fact: a customer count, a result, a name

What you want from the listener: We are looking for 10 design partners

Runs in your browser. Nothing you type is sent anywhere; the draft is saved on this device only.

Your pitches

Positioning statement

Geoffrey Moore’s template from Crossing the Chasm. For your team, not for customers.

For freelance designers who lose hours every month chasing late invoices, Ledgerly is an invoicing app that sends invoices from tracked hours and chases late payments for you. Unlike spreadsheets and email reminders, Ledgerly times each reminder to how that client has paid before.

One-liner

Ledgerly is an invoicing app for freelance designers that sends invoices from tracked hours and chases late payments for you.

125 characters

30-second pitch

Freelance designers lose hours every month chasing late invoices. Ledgerly is an invoicing app that sends invoices from tracked hours and chases late payments for you. Unlike spreadsheets and email reminders, it times each reminder to how that client has paid before. 400 freelancers sent their first invoice in the beta.

51 words · about 20 s at 150 words a minute

60-second pitch

Freelance designers lose hours every month chasing late invoices. Today most of them make do with spreadsheets and email reminders, and the problem never quite goes away. Ledgerly is an invoicing app built for them: it sends invoices from tracked hours and chases late payments for you. What makes it different is that it times each reminder to how that client has paid before. 400 freelancers sent their first invoice in the beta. In one line: Ledgerly is an invoicing app for freelance designers. We are opening Ledgerly to 100 more freelancers this month.

94 words · about 38 s at 150 words a minute

Tagline ideas

  • The invoicing app for freelance designers41 charactersWithin 60
  • Sends invoices from tracked hours and chases late payments for you66 charactersOver 60
  • Invoicing app that times each reminder to how that client has paid before73 charactersOver 60

Fits SaaSCity’s tagline field (10-100)

Short description

Ledgerly is an invoicing app for freelance designers who lose hours every month chasing late invoices. It sends invoices from tracked hours and chases late payments for you. Unlike spreadsheets and email reminders, Ledgerly times each reminder to how that client has paid before. 400 freelancers sent their first invoice in the beta.

333 charactersFits SaaSCity’s description field (50-5,000)
Your 30-second pitch takes about 20 seconds out loud. Say it to someone who does not know the product and ask them to repeat it back.

Quick answer

What is a good elevator pitch template?

Use Geoffrey Moore’s positioning template as the skeleton: “For (target customer) who (need), (product) is a (category) that (key benefit). Unlike (main alternative), (product) (differentiator).” Then say it in plain speech with one proof point. At 150 words a minute, a 30-second pitch is about 75 words. Example: “Ledgerly is an invoicing app for freelance designers that chases late payments for you.”

How to use the elevator pitch generator

  1. Describe the customer and the problem

    Name one specific group of customers and the problem they have, in their words.

  2. Say what it is and why it is better

    The category, the key benefit, what customers use today and what makes yours different.

  3. Add proof and an ask

    One true fact that backs the claim, and what you want from the listener. Both are optional.

  4. Copy, time and rehearse

    Each output shows its word count and speaking time. Copy the one you need or download all of them as Markdown.

How the generator builds each pitch

The positioning statement follows the template Geoffrey Moore set out in Crossing the Chasm: for a target customer who has a need, the product is a category that delivers a key benefit; unlike the primary alternative, it has a primary differentiation. It is an internal tool that keeps a team saying the same thing, not copy for a landing page.

The pitches turn the same answers into speech. The 30-second pitch states the problem, what the product is, how it differs and the proof. The 60-second pitch adds how customers cope today, a one-line summary and your ask. The one-liner, taglines and short description reuse the same facts, so every version agrees.

Speaking time assumes 150 words a minute, the average English speaking rate given by Baruch College’s Tools for Clear Speech. Reading aloud runs faster: Marc Brysbaert’s 2019 review measured 183 words a minute.

Formula
Positioning = For [target customer] who [need], [product] is a [category] that [key benefit]. Unlike [main alternative], [product] [differentiator]. Speaking time (s) = words ÷ 150 × 60

Worked example: a fictional invoicing app

  1. Customer and need: freelance designers who lose hours every month chasing late invoices.
  2. Category and benefit: an invoicing app that sends invoices from tracked hours and chases late payments.
  3. Alternative and difference: unlike spreadsheets and email reminders, it times each reminder to how that client has paid before.
  4. 30-second pitch: 51 words ÷ 150 words a minute × 60 = 20.4, so about 20 seconds.
  5. Tagline: “The invoicing app for freelance designers”, 41 characters, inside the 60 target and SaaSCity’s 10-100 tagline field.

Value proposition template vs positioning statement

A value proposition is the promise a customer reads: what they get and why it matters, usually a headline and a line under it. A positioning statement is the internal version that also names the customer, the category and the alternative you beat. Write the positioning statement first, then pull the value proposition from its benefit and differentiator: here, “Sends invoices from tracked hours and chases late payments for you.”

Five mistakes that make a pitch forgettable

Naming everyone as the customer. Listing features instead of the result. Leaving out the alternative, so the listener cannot tell why you are better. Claiming a number you cannot back up. Running long: at 150 words a minute, 30 seconds is about 75 words, and most first drafts are twice that.

Elevator pitch questions

What is an elevator pitch?
A spoken summary of your product short enough to deliver in a lift ride, usually 30 to 60 seconds: who it is for, the problem, what it is, why it is better and one piece of proof.
How long is a 30-second elevator pitch?
About 75 words at an average speaking rate of 150 words a minute. A 60-second pitch is about 150 words. The generator shows the word count and speaking time of each version.
What is a positioning statement template?
Geoffrey Moore’s, from Crossing the Chasm: “For (target customer) who (need), the (product) is a (category) that (key benefit). Unlike (primary alternative), our product (differentiation).”
What is the difference between a positioning statement and an elevator pitch?
The positioning statement is an internal sentence for your team, written to a fixed template. The elevator pitch is what you say out loud to a person: the same facts in plain speech, with proof and an ask.
How do you write a value proposition?
Start from the customer’s problem, state the result your product gives them, and add what makes it different from what they use today. Keep the headline to one line; the generator’s tagline ideas are a starting point.
How long should a tagline be?
Short enough to read at a glance. This tool aims for 60 characters or fewer. SaaSCity’s own submission form accepts taglines of 10 to 100 characters.
Is the elevator pitch generator free, and does it use AI?
It is free, needs no sign-up and uses no AI. Each output is a fixed template filled with your answers, in your browser. Nothing is sent anywhere.

Cite this tool

Free to link and quote. Use this reference:

SaaSCity, "Elevator Pitch & Positioning Statement Generator", October 27, 2026. https://saascity.io/free-tools/elevator-pitch-generator

Sources