Insights / Entrepreneurship Communication
How do I explain my business idea clearly?
Explain who has the problem, what currently happens, what your offer changes, and what evidence supports that claim. Then adapt the last sentence to the listener: a customer needs a reason to try it, while a partner or investor needs a decision to consider.
The situation
“So who is this for?”
Someone asks what your business does. You explain how it started, list the services, and describe your plans. They still ask: “So who is this for?”
The breakdown
Features before the problem.
A founder often knows the product so well that the explanation begins with features. The listener is still trying to understand the problem.
How I would coach it
Customer, problem, then what you do.
I would start with the customer and the problem, explain what you do about it, and then practice the follow-up questions.
Unclear
You explain how it started, list the services and describe your plans.
Clearer
“We help small businesses keep track of customer inquiries and follow-ups. We set up a simple process so the owner can see who needs a response and what happens next.”
Avoid promising a measurable improvement unless you have evidence for it.
Practice
Test whether it was understood.
- Say your explanation to someone outside the business.
- Ask them to repeat it in their own words.
- If they describe a different customer or outcome, repair your first sentence.
- Then let them ask “So who is this for?” and the next question.
More questions
More about explaining your business.
How long should my explanation be?
Long enough to make the customer, problem, change and evidence clear. Begin with a short version and add detail when the listener asks for it.
What if my business is still an idea?
Say which parts are hypotheses, what you have tested so far and what you want to learn next. An honest stage of progress is more useful than invented traction.
Keep going
Related reading.
Arjun Lyngdoh · Founder and lead coach of NESkills, with 21+ years of communication training. About Arjun
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