Module 11: Product

Learning objectives: find out how to present your product in the best way.

Investors see a lot of products. Yours needs to stand out. The best way of doing this is not listing features that others can copy, but to show your product in action. This module will help you understand what to include on the slide to show how special your product is, and how to present yours by illustrating the most important customer journey.

Back to course overview
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Written and audio guide: 13 mins

Summary video


How to approach it

Slide template

Investor insights, covering common mistakes and tips and tricks

More resources


2 Tool exercises

Select and design your most important customer journey (~20 mins)

Prioritise the features to highlight, if you can't show a customer journey (~20 mins) 





Screenshot of the customer journey selector

U2R Customer Journey Selector

The best way of showcasing your product to investors is to show it in action. How does it create value for customers? Can the magic or secret sauce be demonstrated? The U2R Customer Journey Selector will help you identify the best customer journey to illustrate, based on simple criteria to make sure that you are pressing all the right investor buttons.

U2R Feature Selector

If your product is hard to showcase in a journey, you'll want to share its features. The U2R Feature Selector will help you pick the best ones, based on criteria such as which are likely to be most experienced by customers and which are the most novel.

Screenshot of the feature selector

The Start-Up Pitch Deck Course

£399 / $499 / €449

Lifetime access to all content and community

  • Insider tradecraft from top investors
  • 18 comprehensive modules packed with insight
  • 32 original tools to solve common issues 
  • Flexible content to suit your timings
  • A free deck review when you are finished

  • A bonus free 30 minute advisory call

  • Access to 1:1 support 

Master fundraising fundamentals

Get instant access to everything you need to perfect your pitch deck and boost your fundraising chances. If you need us, we're here to review, solve any problems and hear your practice pitch.

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'Working with Marcus and Nick has been a magical experience. They've helped me crack my own pitch deck and messaging. They've done the same for startups we invested in. They can do it for you as well.' 

Peet Denny, Founding Partner - Climate VC

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As an angel investor you have the ability to influence and make a real difference with the value you can add. Marcus does this through his startup investments and Nick has added so much value along my journey including through the Thunderdome where I perfected my pitch deck and purpose statement. Big thank you to the U2R team!'

Andy Ayim, MBE and founder of Angel Investing School

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'The team at U2R are the real deal. They have been there and done it. For me that is the type of person I trust to give advice/ guidance, not self appointed experts.'

Scott Wylie, serial founder and CEO of Seven