엘리베이터 피치
엘리베이터 피치란 말을 아시나요?
엘리베이터 피치(elevator pitch)란 어떤 상품, 서비스 혹은 기업과 그 가치에 대한 빠르고 간단한 요약 설명입니다. 로켓 피치라고도 하는데요, 엘리베이터 피치라는 이름은 엘리베이터에서 중요한 사람을 만났을 때 자신의 생각을 요약하여 20초에서 3분이라는 짧은 시간에 전달할 수 있어야 한다는 의미로 지어졌습니다.
엘리베이터 피치의 내용
피치는 보통은 아래와 같은 순서로 진행됩니다.
- 자기소개
- 문제제기
- 고객이 겪고 있는 불편함
- 제품/서비스 설명
- 제품의 주요 기능과 특징
- 수익 창출 방법
- 고객과 시장에 대한 이해
- 주요 고객
- 주요 경쟁자
- 경쟁자와의 차별성
- 기타 보조 자료
이 때 생각해보아야 할 것은
어떤 핵심 문제 또는 니즈를 위한 것인지 - For
페르소나가 어떻게 되는지 - Who
서비스가 무엇을 제공하는지 - What
서비스의 이름이 무엇인지 - Name
서비스를 이용하는 이유가 무엇인지 - Why
경쟁 상대는 무엇인지 - Unlike
서비스의 특장점은 무엇인지 - Our Product
가 될 것입니다.
이 때 주의해야할 점이 있는데요, 엘리베이터 피치를 잘못 활용하면 다음과 같은 상황이 발생할 수도 있습니다.
Who : What을 원하는 사람들
for : What을 원하는 who를 만족시키기
이러한 상황은 타겟이 명확하지 않을 때 발생하기 때문에 더 고민해봐야 할 것입니다.
Conclusion
"나는 사장도 아니고 물건을 파는 사람도 아닌데 엘리베이터 피치가 필요할까?"
하지만 성공을 하고 싶다면, 우리가 꼭 브랜딩 해야 할 한 가지가 있습니다. 바로 자기 자신입니다.
기회가 있을 때 스스로의 가치를 표현할 수 있다면, 엘리베이터에서 중요한 사람을 만났을 때 보여줄 무언가가 있다면, 내 상품을 떠나서 내 가치를 알릴 기회를 잡을 수 있을지도 모릅니다.
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