In short
A strong problem slide names a specific customer, describes the pain in their words, gives one number that shows its size or cost, and says what people do today and why that falls short. One headline, one statistic and no more than three short points are enough.
The problem slide decides whether the rest of the deck matters. If an investor does not believe the problem is real, urgent and widespread, no solution will hold their attention.
What to include
- Who has the problem: a clearly defined customer, not ‘everyone’.
- What the pain is, ideally in a customer’s own words.
- One number showing scale or cost, with its source.
- How customers cope today, and why those workarounds fail.
- Why the problem is getting worse or more expensive, if it is.
Make it concrete
A short story about one real customer makes the problem easier to feel than a list of statistics. Follow it with a single figure that shows the story is common.
Headline: ‘Small clinics lose one in five appointments to no-shows.’
Point 1: Reminders are sent by hand, if at all.
Point 2: Each empty slot is lost revenue that cannot be recovered.
Point 3: Existing booking systems are built for hospitals and priced for them.
Common mistakes
- Describing the absence of your product as the problem.
- Problems so broad they are not believable, such as ‘healthcare is broken’.
- Statistics with no source or from many years ago.
- Too many problems on one slide.
Frequently asked questions
Should I put a statistic on the problem slide?
Yes, one strong, sourced number helps. More than two numbers usually dilutes the message.
Can I use a customer quote?
Yes. A short, genuine quote from a customer interview is one of the most persuasive things on a problem slide. Get permission and attribute it by role, such as ‘clinic manager, Pune’.
Written by Gachi Foundation, a non-profit in Jharkhand, India. All pitch deck resources.