Create a new PitchPlanner Canvas

PitchPlanner is a Canvas that helps you build and test a pitch script that meets your audience’s needs and generates the outcomes you desire. Whether you are pitching to close an important customer, to get funded by investors, to promote your solution at a tradeshow or conference, to attract a key strategic partner, to build awareness with general public, follow these 12 steps using the canvas and Postit notes (or e-version on to improve your chances of success! It works for pitches, presentations, media articles, ad scripts, audio and video scripts, landing pages, social posts, etc.

If you want to try it out without entering your email address, please use our public Pitch Planner Canvas for a first impression.


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More about the Pitch Planner Canvas

  1. THEM = YOUR AUDIENCE. Who are they? What is their world like? Where are they coming from? What characterises them? Build a simple persona / personas.
  2. THEIR NEEDS. What does your target audience (person) need in the long run? What are they in search of? What is their purpose? What are their broader goals, key long-term issues / problems they face?
  3. THEIR OBJECTIVES. What is important for these people to achieve in the short to medium term? How is it related to their long term aspirations? What do they want / expect to hear from you (if anything)? What are the key terms or elements of presented value proposition that may trigger their positive response from them?
  4. THEIR RESERVATIONS. What do they hate or fear to hear? What are they worried about in relation to their needs and objectives? What phrases or propositions are likely to switch them off or trigger their negative / oppositional response?
  5. CONTEXT. Where, and how will the target audience receive your pitch? What are the limitations – time/space available? What is the presentation technology available? What does the space look like? What can go wrong? 
  6. YOU. Define the person(s) pitching. Who are they, where do they come from? What makes them relevant to deliver this pitch to this audience? Why this person/team and nobody else?
  7. YOUR KEY MESSAGE. Define the perception you want to leave with the audience – what do you want them to remember from your pitch after it is over (immediately and in the long run)? What do you want them to be able to say about you/your company/product/solution/dream when asked later by someone who has not been there?
  8. YOUR OBJECTIVES. What do you want the target audience to think, feel and do after the pitch?
  9. CALL TO ACTION. This is the definition of your offer and ask. Without offer / ask it is not a pitch, it is just a speech. State clearly what you want the audience to do and what do they get if they do it. This must be clearly coming out of your pitch. In a minimal version of your pitch (one sentence) – this is the only thing you will say!
  10. SCRIPT. Reflecting limitations from 5, take information from 1 to 4 and 6 to 9 above and draft first version of your script on a sheet of paper that you paste in section SCRIPT.
  11. TEST PITCH. Find a friendly representative of your target audience. If you do not have one, ask an intelligent friend to pretend they are THEM and listen to you. Simulate the actual delivery as much as you can. Ask them to provide you with feedback about content, clarity, delivery and perceptual objectives (Did they understand? Feel attracted to the offer? Think you are relevant? Would they respond to the call to action? What in their mind works against you?
  12. LOOP. Revisit steps 1 to 11. What did you learn from the practice pitch? Do more research on your target audience, experiment with order / flow of your pitch. Add/test emotional hook, shocking fact, plus any relevant pitching hacks! Get rid of non-functioning elements. In 3 iterations of this loop your pitch should be pretty close to your best capability! Good luck!
The PitchPlanner Canvas itself is licensed under the Creative Commons Attribution 4.0 International License.



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