Everyone has their own formula for what they think the perfect one line pitch should be.  Sure, it should be pithy, memorable, attention getting and probably a much more adjectives as well.  I’ve pitched more times than I can count and some things definitely worked better than others.  Below is a video from the Founder Institute and I like the Madlib format that they have come up with.  Aside from video quality, the content is actually pretty good.  It’s worth the 5 minutes of your time.