The first step towards perfecting your elevator pitch is to understand why you need one: BECAUSE FIRST IMPRESSIONS MATTER and what purpose it serves: TO START A CONVERSATION.
If you accept these underlying principles, you must also accept that your elevator pitch needs to be very short (I would suggest 20 seconds. 30 seconds max) and designed with one outcome in mind: To evoke a response of "Why"?, "How"? or "What"?
So, what should your elevator pitch include?