The “How It Works” Slide

When it comes to pitching your startup, you’ve probably heard all about how crucial your problem-solution fit, market opportunity, and financials are.

But here’s one element that often gets overlooked: the “How It Works” slide, so this is what I want to talk about in this week’s newsletter issue.

You might be thinking, “Do I really need to include that?”

The answer is a resounding yes, if it fits your solution, industry, and customer base. A well-executed “How It Works” slide can bridge the gap between concept and execution, showing investors how seamlessly your product or service integrates into the user’s life.

Think of it like this: Investors aren’t just buying into an idea. They want to know how it works in real life.

They want to step into the shoes of your customer and experience your solution. That’s where this slide becomes a game-changer. It gives them a chance to see your product in action, understand its value from the user’s perspective, and visualise its scalability.

Here is a simple example from a pitch deck we did 2 years ago for a client from Saudi Arabia:

And here’s why I always recommend including a “How It Works” slide (when appropriate) and why it can set your pitch apart from the rest:

1. Show the customer journey

Investors want to step into the shoes of your customer. The “How It Works” slide should walk them through the user journey, demonstrating how intuitive and easy your product or service is to use. This gives them an idea of what the customer experience will be like and how seamlessly your solution fits into the market.

2. Highlight simplicity and user-friendliness

If your solution is simple and easy to adopt, this is the place to show it. Investors are keen on understanding how much friction customers will face when interacting with your product. The easier and more intuitive the experience, the better your chances of gaining traction.

3. Illustrate speed and efficiency

Showcase how fast your product or service solves the problem. Whether it’s an app, a platform, or a physical product, investors need to understand how quickly your solution delivers results. This gives them confidence that users won’t abandon it out of frustration or slow onboarding.

A well-crafted “How It Works” slide can be a powerful tool for communicating the value of your solution. It’s not just about explaining features, it’s about creating an experience that investors can visualise.

If they can easily understand how your product works and why customers will love it, you’re one step closer to securing their buy-in.