Start-Up Explainer Videos

The P-S-B Formula To Pitching Your Start-Up

By December 26th, 2022 No Comments

Pitching your start-up  is a broad topic with plenty of nuances and “tentacles” but, as its essence, it’s really quite straightforward.

Having created a lot of pitches (in video format) for clients, I think the most basic structure of an effective start-up pitch is P-S-B:


Problem:  Outline the current pain points that your target is experiencing.

Solution: Present your solution in a clear way.  How is what you offer going to alleviate the aforementioned pain?

Benefits: What are the real, tangible end benefits to your audience?  What’s truly in it for them?

However you decide to design the creative elements of your video or presentation (i.e the execution), it’s hard to go wrong with the P-S-B structure. If you ever watch Shark Tank, most of the good pitches touch upon all three components in a concise, engaging way.  Sure, there are rare cases when you’re developing a product or idea that’s so novel, no real “problem” currently exists (e.g you’re basically creating a need category and “need” for what you do), but that’s the exception, not the norm.

Sometimes, I think (at least in video format) too much time is spent setting up the problem. At Gisteo, we like to implement a “short-long” strategy when we see that this can be an issue. Here, we’ll quickly define the solution up front and then proceeds to expound on the product or service’s value proposition (in the process addressing the problem-solution-benefits). We’ve actually followed this type of approach with our own pitch video, which has been extremely effective.



photo credit: <a href=””>The DEMO Conference</a> via <a href=””>photopin</a> <a href=””>cc</a>
Stephen Conley

Stephen Conley

Stephen is Gisteo's Founder & Creative Director. After a long career in advertising (a way more dysfunctional industry than even Mad Men portrays), Stephen launched Gisteo in 2011 and the rest is history. He has an MBA in International Business from Thunderbird and a B.A. in Psychology from the University of Colorado at Boulder, where he did indeed inhale, albeit in moderation.

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