You’re in an elevator, biding your time until you reach your designated floor. You stop to pick up another passenger, and after some pleasantries, they ask what it is you do. It’s this common scenario that led to the “elevator pitch,” a concise, easily understood overview of a service, product or business idea that can be delivered in the short time it takes to ride an elevator.

Click here to read the August edition of Business London Magazine. The month's TechAlliance article (on page 16) features an interview with the winners of this year's 60-Second Pitch Contest and their advice on how to craft an effective pitch.