A one-pager, as the name suggests, is a one-page document with a summary of your business. In other words, a one-pager is like a written pitch of your start-up that informs investors about the business’s core particulars. It is usually presented in a branded, concise and visually appealing way to make it eye-catching and memorable. The purpose is to provide just the right amount of information to convince investors to proceed to the next round or get a meeting.
Your one-pager should be easily comprehensible, short and right to the point. Show some insights, data and your start-up purpose. Avoid the most common mistakes, such as lack of concreteness, poor grammar, and lack of information on the value proposition, growth potential and team. If you think you forgot to include something, then follow the list further below.
In this section provide a short summary of your start-up, the idea behind it and most importantly the reason why you started in the first place. The most common mistake here is that entrepreneurs usually write to much saying too little. Be as specific as possible, try not to confuse your reader instead create curiosity for other parts. After all, put yourself in investor’s shoes and think which of information must be kept and which one should be erased.
Successful businesses have something in common, all of them solve one or more societal problems. You have to describe the issue you are solving by including sources that back up its importance.
“Success is not delivering a feature; success is learning how to solve the customer’s problem” – Eric Ries
This is a part where you have to convince investors with your authentic solution to the problem. Together with the solution, mention your unique selling point and competitive advantage. It is a bonus if you can include a picture of your product. Note: usually, regarding a one-pager, investors are more interested in what your solution addresses and not how it addresses it, leave this part for a business plan.
Mentioning target audience shows that your product applies to its audience and that your marketing plan will revolve around that group of people. Many start-ups forget to include it or miss the importance of setting the audience. However, you can have the best idea in the world, but if you do not know to whom you will sell your product/service, then success is hardly achievable.
Growth and scalability are two keywords that investors look for in your one-pager. The distinction with growth is that scalability refers to increased revenue without a significant increase in resources. While by growth you show if your start-up can grow from local to international settings. Leave investors with no doubt that your start-up can and will be successful.
Even though you might lack the free space in your one-pager, it is still needed to include your team. Investors will have to work with you, so introduce yourself at the very beginning. Give 3-4 bullet points that show the core competencies, skills, strengths and the role in a start-up.
In this part, you should state the sum of money you want to raise, how you will use it and your revenue model. If you leave investors guessing there are more significant chances of losing the investment opportunity.
Give a glimpse of start-up’s past, present and future milestones in the form of a timeframe. Show your start-up’s evolution and your plans.
Do not forget to put references in small font. This creates credibility and trust.
Put the contact person’s name, email, telephone number. If applicable, include the address of your business.
Programs to create a one-pager:
Inspiration & examples:
More information about a one-pager: