Problem Slide in a Pitch Deck: How to Make Investors Care
- Mariam Kanashvili
- Feb 12
- 4 min read
Most pitch decks do not fail because the solution is weak.
They fail because the problem is poorly defined.
In fundraising, clarity is strategy. Investors are not persuaded by enthusiasm, ambition, or elegant slides. They are persuaded when a problem is stated so clearly that solving it feels like the only rational next step.
That judgment is made early, on the problem slide. If the problem is vague, everything that follows becomes harder to believe. The solution feels optional. Traction looks accidental. The story loses its internal logic.
This guide explains how to frame the problem in a pitch deck so it survives real investor scrutiny. Not applause on demo day, but partner meetings, internal debate, and diligence.
What the Problem Slide Is (and What It Is Not)
The purpose of the problem slide is not to create empathy.
Its purpose is to establish relevance.
A strong problem slide answers a simple management question investors care deeply about: What is broken today, for whom, and at what cost?
What it needs to do
Show who experiences the problem
Describe what happens today
Explain why existing options fail
Make the consequence of inaction obvious
What it should not try to do
Explain your mission or vision
Prove market size
List frustrations or annoyances
Tell a dramatic story without consequences
If you cannot state the problem clearly, you do not understand it well enough to build a company around it.
Why This Slide Carries More Weight Than Founders Expect
This slide sets the frame for the entire deck.
If the problem is weak:
The solution feels like a feature
Traction feels lucky
The market feels theoretical
If the problem is sharp:
The solution feels necessary
Progress feels earned
Scale feels plausible
Investors are not looking for excitement here.
They are looking for judgment.
Problem Slide vs Problem–Solution Slide
Some founders try to combine the problem and solution on a single slide.
This can work, but only in narrow cases.
Separate slides work best when
The problem requires explanation
The workflow is complex
Multiple stakeholders are involved
Credibility matters more than speed
A combined slide can work when
The problem is obvious and universal
The product is extremely simple
You are very early stage
Even then, combining often weakens the narrative. Introducing the solution too early removes tension. Without tension, belief does not form.
A Problem Slide Structure Investors Recognize
Good problem slides follow structure, not because investors are rigid, but because clear thinking has shape.
When founders struggle with this slide, it is rarely a design issue. It is almost always a thinking issue.
A repeatable structure
Who has the problem
Be precise. Name the role or customer type.
What happens today
Describe the current behavior or workflow.
Why current options fail
Tools, workarounds, or constraints.
Consequence of inaction
Lost time, money, risk, or growth.
Light-proof signal (if available)
One stat, quote, or observed pattern.
This structure mirrors how investors evaluate risk and opportunity, which makes the slide easier to accept.
What Strong Problem Slide Examples Have in Common
If an investor has to reread your problem slide, it has already failed.
Good examples do not try to impress.
They try to be understood.
What consistently works:
One core problem, not many
Concrete language, not abstractions
Enough detail to feel real
No hint of the solution yet
What investors notice immediately:
Is there a clear victim?
Does this happen often?
Is the cost or risk obvious?
Many public examples look good but fail in real fundraising because context is missing or traction masks weak framing.
The Airbnb Example and What Founders Get Wrong
The Airbnb deck is often referenced as proof that simplicity wins. That is true, but incomplete.
What made it effective was not minimalism.
It was precision.
The slide described a specific situation, showed why existing options failed, and made the consequence easy to picture. It relied on recognition, not emotion.
What founders usually copy instead:
The simplicity, without the insight
The layout, without the logic
The slide, without the surrounding narrative
Reusing that structure today, without equivalent clarity, usually weakens a deck rather than strengthening it.
Practical Best Practices That Hold Up With Investors
Management is the discipline of making choices.
The problem slide is no different.
Use these as guardrails:
Focus on one problem
Use specific, observable language
Keep the solution out of this slide
Avoid exaggerated emotion
Add one proof signal if you have it
Clean structure beats clever wording every time.
Common Mistakes and How to Fix Them
Vague statements
Replace abstractions with concrete actions.
Too many problems
Pick the one that anchors the business.
Using market size as proof of pain
Show cost before scale.
Describing symptoms instead of causes
Explain why the problem exists.
No clear victim
Name who suffers and how.
Most weak slides fail because they try to sound impressive instead of being precise.
How This Slide Connects to the Rest of the Deck
A strong problem slide creates alignment across the deck:
It anchors the value proposition
It makes the solution feel necessary
It sets expectations for traction
When the problem and solution do not clearly connect, trust erodes fast. Investors may not say it directly, but they feel it immediately.
When Founders Should Get Help With This Slide
Consider getting help if:
Investors say “interesting, but…”
The team explains the problem differently each time
The solution feels bigger than the pain
The deck lacks tension and focus
These are not design issues.
They are framing issues.
How RunwayTeam Approaches Problem Slides
At RunwayTeam, we treat the problem slide as a strategic decision, not a storytelling exercise.
Our focus:
Precision over drama
One problem that anchors the entire deck
Language that survives partner meetings
Clarity that works even without narration
Investors fund clarity. Design supports it. Storytelling follows it. But clarity comes first.
Why is the problem slide so important in a pitch deck?
Because it sets the logic for everything that follows. If the problem is unclear or weak, investors will question the necessity of the solution and the credibility of the opportunity.
How many problems should you include on the problem slide?
One. A single, well-defined problem creates focus and tension. Multiple problems usually signal unclear positioning.
Should you mention your solution on the problem slide?
No. Keep the solution separate. Introducing it too early reduces tension and makes the narrative less convincing.
What makes a problem investor-ready?
Clarity, specificity, and consequence. Investors should immediately understand who is affected, what happens today, and why it matters in measurable terms.
