Business Pitch & Growth Essentials

How a business works and makes value sustainable.

A group of similar customers.

A route through which a message, product or service reaches an audience.

How the business gets, serves and keeps customers.

Important work the business must keep doing.

Something essential for the business model to work.

An outside party the business relies on.

One way money enters the business.

A real choice that commits the organisation to one path over another.

How well the parts of the organisation support the same strategy.

How customers should understand the offer compared with choices.

A valuable reason the offer is not interchangeable.

A reason the organisation can perform better than competitors.

Choosing one benefit means giving up another.

Something the organisation chooses to focus on first.

A coordinated action or project intended to advance an objective.

A coordinated plan for reaching a target market, winning customers and delivering value through chosen channels.

The channel and commercial path through which an offer reaches buyers.

The kind of customer the company is best suited to serve.

The stages and interactions a customer experiences before, during and after purchase.

The repeatable way a company creates demand, sells and expands an offer.

The way the business reaches customers.

The principles and choices governing how an organisation sets and changes prices.

The product or feature is introduced to the market.

A person or organisation that may have interest in an offer but has not yet been qualified as a sales opportunity.

A potential customer considered reasonably relevant for further sales attention.

A useful problem the product might solve.

A stage model showing how potential buyers narrow from awareness to purchase.

The set of active sales opportunities, organised by stage and expected value.

Clear wording limiting a claim so readers understand its true scope.

A response explaining the supplier's approach, solution, value and terms.

The proportion of eligible opportunities won, with the denominator needing an explicit definition.

The network of meanings, expectations and recognisable signals associated with an organisation, product or person.

The intended distinctive place a brand occupies in a target audience's mind relative to alternatives.

The people a communication is meant for.

A coordinated set of communications and actions intended to achieve a defined objective.

The allocation of activity across marketing or distribution channels.

Marketing activity designed to create or develop market interest and buying demand.

An investment changes into shares or another security.

Assignment of credit for an outcome to marketing interactions under a chosen model.

Commercial value recognised or generated from users or customers.

Contracted customer commitments recorded under a company's defined method.

Amounts invoiced to customers over a period.

Gross profit divided by revenue.

Sales and marketing cost allocated to newly acquired customers under a stated method.

Estimated value produced by a customer over the relationship under specified assumptions.

Time required for contribution from a customer to recover acquisition cost.

Revenue, cost and contribution analysed for one customer, order, product or other defined economic unit.

A repeatable set of activities that turns inputs into an organisational outcome.

The maximum sustainable amount of work a system can complete over a period.

How many items the system finishes.

Elapsed time to complete one cycle of a process.

A contract or schedule defining service targets, measurements and remedies.

Planned activities intended to provide confidence that quality requirements will be met.

Inspection and testing used to verify output against requirements.

The capability to continue prioritised activities during disruption.

A document seeking market, capability or solution information without necessarily requesting a final price.

A formal invitation asking suppliers to propose how they would meet requirements.

A request for prices and commercial terms for a sufficiently defined requirement.

A contract document defining project scope, deliverables, responsibilities, timing and acceptance terms.

A description of work, boundaries, deliverables and responsibilities.

A buyer-issued document authorising purchase of specified goods or services.

A framework contract setting common terms for multiple future statements of work or orders.

A formal instruction or agreement changing scope, price or timing.