“The easiest way of developing a strong opening for your next presentation, talk, workshop, or meeting is simply to create a compelling lead that you can say in thirty seconds. If you can say it in twenty seconds, even better.
The lead should be a short description of your service, product, company, or cause that your grandmother could understand. It must be clear, concise, and compelling. The world´s greatest business communicators have their leads down cold. You can, too…by crafting a lead that answers the following four questions in thirty seconds or less:
1. What is my service, product, company, or cause?
2. What problem do I solve (or what demand do I meet)?
3. How am I different?
4. Why should you care?
Answering these questions will help you start strong while giving the rest of your presentation a direction.”
From this AlwaysOn article.