elevator test

A product vision model helps team members pass the elevator test — the ability to explain the project to someone within two minutes. It comes from Geoffrey Moore’s book Crossing the Chasm. It follows the form:
for (target customer)
who (statement of need or opportunity)
the (product name) is a (product category)
that (key benefit, compelling reason to buy)
unlike (primary competitive alternative)
our product (statement of primary differentiation)

(from: http://www.codinghorror.com/blog/archives/000962.html)