The problem is clearly defined from the perspective of the target customer, highlighting:

1. 1. The urgency
   2. The frequency
   3. The importance
   4. The cost of doing nothing

Make it relevant to the audience by:

• • Use examples and paint scenarios of the target customer.
  • Tell a story that connects the audience to the problem.
  • Quantify the problem with specifics.
  • Highlight the affected personas or ideal customer profiles.
  • Highlight why now is the best time to solve this problem.

Tips:

You may need to show the problem from multiple perspectives, especially if you have more than one type of customer or a marketplace model. For tech products, you may need to run a demo or show a walkthrough video. If your product is physical, you may need a sample for the audience.

 Common Mistakes:

1. 1. Failure to describe the problem.
   2. Starting the pitch with the solution.
   3. All emotion and no quantifiable details.
   4. The description of the problem is too technical.
   5. Assuming the audience has the experience and expertise to understand the problem.
   6. The design of your problem deck distracts from the details.

Examples: