A startup needs three calibrated sales artefacts, each pitched at a different attention span and meeting context: a 60-second pitch for the elevator, a one-pager for the inbox, and a deck for the room. They share building blocks - hook, pain, solution, social proof, pricing, call to action - but order and emphasis differ.
The 60-second pitch is the highest-leverage of the three; it doubles as the personal-brand version of you. From the NatWest Accelerator: Storytelling Workshop:
| 60-second pitch (very important for personal brand too) | One-pager | Deck |
|---|---|---|
| Hook | Company name & logo | Company name & logo |
| A clear problem (pain point) | Brief overview | Hook |
| Solution (your product/solution) | Problem statement | Pain / problem |
| Why you are different (the value prop) | Solutions | Value / solution |
| How do you charge (business model) | Key benefits / features | USP / features |
| Social proof (credibility) | Social proof | Social proof |
| Call to action (ask) | Pricing | Pricing |
| Call to action | Call to action |
Three things worth noticing about the shape:
- Every artefact opens differently. The pitch leads with a hook (you have one breath before they tune out). The one-pager leads with identity (someone is scanning an inbox and needs to know who you are). The deck does both - identity, then hook - because the room is already paying attention and you can afford a beat to orient them.
- The deck buries pricing late. The 60-second pitch puts the business model in the middle (people need to know you’re a real business before social proof lands). The deck waits until just before the ask, by which point the value is clear and the number is the natural next question.
- The call to action is the only constant. Every artefact has one. If you can’t name what you are asking the reader or listener to do, you do not have a sales asset - you have a fact sheet.
Source
- Firsov, S. (2026). Grow Your Sales: Tell Your Business Story. London NatWest Accelerator, NatWest Moorgate, London, 11 June. https://www.eventbrite.co.uk/e/grow-your-sales-tell-your-business-story-tickets-1982955279621