So... What do you do?
Before you venture into the exciting and dynamic world of communications, you have to know how to describe what your startup does in a way that's simple, relatable, and uses plain language.
It may sound simple, but even brilliant founders can struggle to explain their startups simply. When you're deep in the trenches building your product, it's easy to get caught up in technical language that leaves others confused. This isn't a reflection of poor communication skills – it's actually quite natural when you're immersed in the day-to-day details.
So here’s something to help. Try using the below Mad Libs style company description prompt to break down the very basics of how you describe what you do and why it matters.
We are ___[insert company name]______, and we exist to _______[insert one jargon free sentence that clearly says what your startup’s goal is____ for _____[ insert key customer demographic].
What we are building right now is critical because ____[insert company “why statement that maps back to a broader macro theme/market need/trend”]___.
Right now, we are hyperfocused on _____[name 3 key goals of the company right now].
Once you go through this exercise, share your Mad Libs descriptor with 4 people outside of your startup’s industry and ask them to tell you what they think your company does based on your writing. You can iterate from there.
A few other thoughts as you go through this process:
Be prepared to iterate on this a few times before you get it right - that’s normal.
Don’t be afraid to use company comparisons like “We are the Tesla of home lawnmowers” or “We are the doordash for prescription drugs.”
Once you have a description you feel solid about, make sure it is used across your company so you have consistency in how your collective team is talking about your business.
Good luck!