Jess Lee - Partner - early stage investments. Why you?. You have a unique life story and why you for this problem?. You can be your own customer and the AHA moment that led to founding the company. What is the problem you are solving and how big or painful is it?. One of the most important parts of a pitch is selling the problem. Don't jump straight into your solution. What is the problem? Who is your customer? What is their pain point? Are you a vitamin or a painkiller? How big is the market?. How is your solution different not merely better?. Different triggers transformation in your customers, better is incremental. How is your solution a 10x improvement?. What is the dream scenario?