Well, what do you market? Instead of saying anything about "online", just say that you market X and that the online channel is your exclusive focus. A lot of

Well, what do you market? Instead of saying anything about "online", just say that you market X and that the online channel is your exclusive focus. A lot of people make money online as "internet marketers" by engaging in some shady operations (or at least what society consider shady). Perhaps some of these people think that is what you're up to. So instead of saying "online business" just go ahead and elaborate on what it is specifically that you do. They're probably curious anyways. And if they're not, well then, they shouldn't be asking an entrepreneur what he does :-) I've never known an entrepreneur who has this problem - the elevator pitch is pretty important and most entrepreneurs have it down and if they don't it's because they talk TOO much about what they're doing. People might not understand really technical stuff, but it doesn't sounds like you're doing any heavily technical stuff.