Usha Sekar gets it right in his post Framing It Right after working on an elevator pitch for some time. “It [the pitch] has gone through a lot of changes and the reason is that I have to keep tweaking the words to say what I want. It is not so much that the startup idea changes week to week (that would be scary) but that my view of what I want people to think about gets clearer.”
He closes with,
The more minutiae you have in your product thumbnail, the more likely you (and your potential audience) are to get side-tracked by them. I think framing your product crisply is particularly important when you’re a startup – you have a lot more leeway when you’re much bigger and more established. In my opinion, Google was successful because they set out to provide the best search engine, period – if they’d started off wanting to provide a search engine, along with email, a map app, news aggregator etc., wow, they’d have been like Excite and maybe they’d have met a similar fate?
If you can’t make your pitch clear and simple, perhaps you’re making your business too complicated?