How to Ace a Product Demo

Last week, we cohosted an amazing demo night at Shack15 in San Francisco with the GenAI Collective. We had over 250 attendees, over 100 applications for demo slots, and an absolutely stacked final lineup. (See full details here.)

At the end of the night, the audience voted on three prizes: Best Overall (Coval), Best Technology (BAML), and Most Creative (CommonAR). We connected with the founders behind the winning products to hear their thoughts on acing a product demo. Enjoy!

1. What are you building?

Coval: Coval is a simulation, evaluation and monitoring for voice and chat agents. We help companies ship better agents faster by running 1000s of simulated conversations and monitoring your agents in real time. Engineers can then run tests in CI/CD, get slack alerts, or deep dive on failed runs. Software development best practices are changing but user expectations of quality are not. Our goal is to help developers go beyond manual testing and achieve scalable reliability & ship fast.

BAML: We're making BAML — a new programming language that redefines the developer experience for using LLMs. Our language makes it easier to build reliable AI applications by providing type-safe, testable abstractions over LLM interactions.

CommonAR: At CommonAR, we are building AR-powered networking tools that make in-person networking more efficient. Our first product is an AR mobile app that lets you wave your phone like a magic wand at events and see who is around you using facial recognition and what you have in common using AI.

2. High level, how do you approach a demo? How do you decide what aspect of your product to spotlight? How much do you script, if anything?

Coval: We always start with what customers have been loving recently - we talk to customers every day, and seeing what they are excited about is a great indication of what will be a good demo. We never follow a script, instead we start with a few great insights customers have gotten recently and tie it back to the value Coval brings.

BAML: My approach varies between large audiences and 1:1 settings. For larger audiences, I focus on the crucial first impression — those initial 10 words that earn me the next 60 seconds of attention. I often start with a relatable joke or observation that resonates with the audience.

For product highlights, I rely on data from 1:1 demos - specifically featuring moments that consistently generate genuine 'wow' reactions. It's about identifying what truly excites users — each member of the audience should ideally have the same wow. It’s almost like a joke, it’s about timing. I always fumble every scripted presentation. For me, scripts add unnecessary pressure and make it hard for me to connect with the audience.

CommonAR: In CommonAR's case, the product doesn't need much explanation if you see it work. So, before, I try to kick it off with a hook, like "Look to your left. Now, look to your right. How many of you know who is right next to you?" Then, I let the product do the talking and showcase a sample interaction of scanning someone to reveal conversation starters. I spotlight that portion of the app because it is THE aha moment that sparks curiosity about how it works. Afterward, with limited scripting, I hop into details about how it uses your LinkedIn as a baseline, uses LLMs to generate the match data, and limits recognition to within the duration of the event as a safe interaction hotspot.

3. How do you think about balancing technical detail with accessibility?

Coval: Coval’s product is very complex. So we try to work backwards.

• Start with the “Why”: We begin by showcasing the value customers can achieve with Coval, hooking them with the tangible benefits. Once we’ve demonstrated the outcomes, we guide them through the steps needed to get there, and simplify as much as possible.

• Tailor for the Audience: While our primary users are developers, we intentionally avoid getting overly technical in our demos. Instead, we emphasize the core value Coval delivers—generating actionable insights that save time and enhance agent reliability. By focusing on outcomes rather than intricate processes, we ensure that every audience member, regardless of their technical background, leaves the demo with a clear understanding of how Coval can address their specific needs and challenges.

BAML: In short demos (under 5 mins), I prioritize accessibility and impact over technical depth — show, don't tell. I jump straight into the product demonstration after a sentence or two of initial engagement. No slides, no elaborate problem statements — just let the product speak for itself. The technical details should naturally emerge through audience curiosity. The how always follows the what.

CommonAR: I start with nontechnical details to appeal to the widest possible audience. You don't want anyone tuning you out because they don't understand your product. In CommonAR's case, this is especially important as the product can be used by non-technical and technical folks alike. Afterward, I try to appeal to technical folks as well by throwing in an "If you are curious about how this works ..." or "This is enabled by our use of ...".

4. What was your favorite demo last week, and why?

Coval: Our favorite demo last week was from Perhaps. They nailed the art of creating the “Aha!” moment early in their presentation. Their intuitive UI made the product benefits crystal clear, and their storytelling kept us engaged from start to finish.

BAML: Actual.AI. Measuring developer productivity is edgy. And edgy is great for demos. It gets people talking (they had the most questions!).

CommonAR: I personally really enjoyed Boundary's demo as they showcased their novel BAML language and explained its use case within the current LLM environment. I am a stickler for contrarian thinking and liked how the founder explained why few others were developing their own language but why it made sense for them.

5. Do you have an all-time favorite demo?

Coval: It’s hard to beat Steve Jobs’ legendary Apple demos.

BAML: While not strictly a demo, Gary Bernhardt's 'WAT' talk fundamentally shaped my understanding of technical presentations. I can't do it justice, watch it.

CommonAR: For an all-time favorite demo it's hard to not bring up Steve Jobs's reveal of the iPhone. However, recently, I enjoyed Eric Glyman's reveal of Ramp travel. The way he unveiled it made me ask "Why hasn't it always been done this way?"

6. What's the best piece of demo advice you've received? And what's your #1 piece of demo advice?

Coval: The best piece of advice we’ve received: “A demo is not a feature overview.” A demo is meant to get the audience excited about what you do, show a magical moment, and give a taste of the value you'll bring. Don't get sucked into showing every feature or every step of a process. Our #1 piece of demo advice: Focus on creating value early. Show the audience how your product can solve their specific problems in the first few seconds. The sooner they see the potential impact, the more engaged they’ll be throughout.

BAML: Audience attention is earned, not given. Every word matters - each word either builds or erodes trust with your listeners, and at some point the audience WILL go on their phone. How long can you keep them off?

CommonAR: The best piece of demo advice I have received is to go up there and just talk about the product. If you built a product you are truly excited about, the hard part is behind you, and the context you provide about it during the demo will come naturally. Don't sweat it!