Module 5: Problem

Learning objectives: how to find and quantify your big problem.

Investors buy big problems, because they know they come with big opportunity. What is the biggest problem you have found that you can solve? This module will help you understand what investors are looking for, how to categorise and prioritise all the problems you are tackling, so that you can focus on selling one big problem, and sanity check that your problem is big enough to fulfil your commercial ambitions.  

Back to course overview
Two people looking down at the phrase passion led us here, written on the pavement

Written and audio guide: 14 mins

Summary video


How to approach it

Side template

Investor insights, covering common mistakes and tips and tricks

More resources


1 Tool exercise

Find and quantify your biggest problem (~60 mins)







Screenshot of the problem sorter

U2R Problem Sorter

Founders love solving problems. But not all problems are equal, and some are more appealing than others. Investors love big problems because they create big opportunity. The U2R Problem Sorter will help you identify the biggest problem you are solving, quantify it, and assess whether the commercial potential is likely to be enough to attract investment.

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