In general, when doing sales, sometimes it is easier to lead with the pain point and then introduce the solution. For example, "Setting up a dev environment takes a day. Sometimes you need one in a minute, like if you're interviewing somebody and need them to demonstrate coding ability on a company laptop. We turn any browser window into a fully-functional dev environment, and it's as ephemeral as the browser window is, so if you close it the company laptop is back in its original state without requiring a sysadmin to wipe it and start over. Next applicant gets a new browser window. Is everyone clear on why a dev environment which doesn't take 2 days to set up or tear down is a useful thing to have? Great! Would you like me to talk about who is willing to pay serious money for this, or do you want to hear what special sauce goes into making this Just Work for your favorite programming stack?"<p>My guess is that even technically inclined people connect to that more than "OK, so we have cloud-based virtualization technology which spins up ephemeral application containers then hooks them to a proprietary in-browser IDE and shell prompt. It's a Frankenstein monster of Docker, Github, Heroku, and a browser-based IDE. No, the IDE's <i>not</i> the primary value add. No, AWS/Heroku is not a direct competitor. No, no, you don't get it, let me try again..."<p>Edit: Incidentally if you just conceptualize the product as pain-first rather than solution-first then you'll phrase your strapline as "Dev environment for any stack on any machine in a minute" rather than "Virtualized <i>insert words increasingly disconnected from anything you care about here</i>."