Shaper:pitch

pitch — Selling the Vision

Generates human-readable marketing artifacts directly from the Lean Canvas.

Before running this command, read ../../references/shared-protocols.md and ../../references/handbook-templates.md.

When to Run

• After shaper:validate confirms a "Go" decision.
• Whenever you need to explain the business to someone else.

Workflow

Step 1: Read the Canvas

Read handbook/business/lean-canvas.md. If missing, warn the user they need to run shaper:canvas first.

Step 2: Choose the Format

Use the AskUserQuestion tool to ask: "What kind of pitch do you need?" with these single-select options:

• Elevator Pitch — 30-second spoken pitch.
• Landing Page Copy — Hero headline, sub-headline, CTA, and 3 features.
• Pitch Deck Outline — 10-slide structure for investors.

Step 3: Check for Existing Output

Before generating, check whether the target output file already exists:

If the file exists, ask before overwriting: "A [format] pitch already exists at [path]. Do you want to overwrite it or keep both?"

• Overwrite — Replace the existing file.
• Keep both — Append -v2 to the filename (e.g., pitch-elevator-v2.md).

Step 4: Generate the Copy

Generate the requested format directly, using the canvas. Apply these rules:

• Focus on the Audience, Problem, and UVP blocks.
• Be concise: never use 10 words if 5 will do.
• Hook the reader: start with the core problem or tension the audience faces.
• Be specific: no buzzwords ("synergy", "disrupt", "revolutionary") — state exactly what the product does.
• Speak to the audience: use language that resonates with the specific Customer Segment.
• Do not invent features. Stick strictly to the Solution block.

Elevator Pitch:

• Under 60 words, spoken format.
• Structure: "For [Audience] who struggle with [Problem], [Product] is a [Solution] that delivers [Value Prop]."

Landing Page Copy:

• Hero Headline (H1): the biggest promise or hook.
• Sub-headline (H2): how it works in one sentence.
• Primary Call to Action button text.
• 3 specific features that solve the core problems.

Pitch Deck Outline:

• Slide-by-slide outline: Title, Problem, Solution, Market Size, Business Model, Team.
• Each slide: title + core message only. No full script.

Step 5: Present and Refine

Return the drafted copy to the user. Ask: "How does this sound? Any tone adjustments before I save it?"

Output

Write the finalized pitch to the format-specific file using the template in ../../references/handbook-templates.md (Section 4):

• Elevator Pitch → handbook/business/pitch-elevator.md
• Landing Page Copy → handbook/business/pitch-landing-page.md
• Pitch Deck Outline → handbook/business/pitch-deck.md

## Pitch Generated

Saved your [Format] to `handbook/business/pitch-[format].md`.

### Suggested Next Step

→ `/maker:discover` — If you haven't already, let's start actually designing the software for this business.
→ `/shaper:pitch` — Generate another format (elevator pitch, landing page, or pitch deck).
→ `/shaper:help` — See all available commands.

State Update

• Update .shaper/business_state.md Profile section: set pitch_generated: [format] and pitch_file: [output path].
• Session Log: Append today's date, "shaper:pitch", "[Format] pitch generated → [output file]".