Problem
Define the pain in measurable terms.
Example Company
As skin ages, hydration declines — especially in melanin-rich skin where actives can’t penetrate deeply. Existing products fail to deliver consistent results across all tones, leaving a £43 bn market underserved.
Syed’s Tip:
Quantify the problem and the pain — investors measure the success of your business by how critical your solution is to the problem.
Insights:
• Identify who suffers and how much it costs.
• Back claims with data.
• Visualise the gap between need and solution.
• End with “Until now …”.
Please fill the text box according to the example on the left.
“Show me the pain and I’ll believe the gain.”
— Syed Ahmed
