 Tell us about you, why you started your small business, what makes you an expert, or why are you passionate about this particular business. Give us your origin story. Secondly, be really, really clear about what your business does. Tell us about your products, your services, and help us understand really your business plan and how you actually make money. And lastly, tell us why you're better than the competition. Tell us why we would choose you over another business.