Elevator Pitch Assessment Model: A Systematization of Dimensions in Technology Entrepreneurship Presentations

The creation of a technology venture brings the entrepreneur to interact with different stakeholders and persuade them of the quality of the business idea. In such endeavors, entrepreneurial storytelling and business pitches are crucial to attract stakeholder interest and potential commitment. We focus on longer and structured elevator pitches used by entrepreneurs seeking funds and partners for their startup, and we present an integrative framework of evaluation dimensions, specific items, and key evidence to assess a pitch. We conducted a systematic review of specialized literature on business venturing, entrepreneurship, and business communication, and we selected 40 research articles from which we have extracted concepts related to the quality and effectiveness of an elevator pitch. We analyze and aggregate concepts to derive a taxonomy of evaluation dimensions. We identify four dimensions of evaluation of an elevator pitch: background and contextual knowledge showed in the presentation, project content and venture information, storytelling approach and style, and entrepreneurial flow or “algorithm” of the pitch. We detail the dimensions by defining 19 evaluation items and associated key evidence to support assessment. We undertake a preliminary application of the framework with three groups: Business investors, potential entrepreneurs, and entrepreneurship students. We advance the discussion on venture storytelling and provide practitioners with a useful tool to support the evaluation of an entrepreneurial idea presented through an elevator pitch.