Here's a way to craft your pitch where it's not a pitch.When asked "What do you do for a living?"I would say "I decided to spend more time being a dad, so I am building a business from home that some other dads told me about, and it's the best decision of my life!"When they ask "What type of business?"Then I would say... "You know how people need funding for their startup but they cannot get money from private equity nor banks? Well most people don't know where to go from there. We fund them what they need when they need it for as much as they need it without taking equity nor being debt on their books. We help them buy up all of these boomer generation companies for sale to grow at an amazing pace too. Isn't that amazing?"Do you see what I'm doing here? I am not coming off like a salesperson, but rather describing the benefits of what we offer, wrapped into my answer. Often people will ask further questions and express interest. If they don't, I can always ask if they would like me to send them info when I get home and ask for their email address. Cool and subtle.