103. Better than TAM SAM SOM startup market sizing

In this episode of Feel the Boot, host Lance Cottrell delves into the significance of understanding and presenting your startup's market size to investors through the concepts of Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM). He emphasizes the importance of achieving a plausible market opportunity, critiquing the TAM, SAM, SOM methodology for its arbitrariness and complexity, and suggests a more dynamic approach through a bottom-up analysis. Cottrell walks through hypothetical examples to demonstrate how startups can realistically project their growth and market potential. He also covers common pitfalls in market size estimation and offers insights on how to conduct effective market research, ultimately guiding founders toward a more credible and compelling representation of their market opportunity to investors.

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00:00 Unlocking the Secrets of Market Size in Your Startup Pitch

00:33 Welcome to Feel the Boot: Navigating the Startup Journey

01:09 Why Market Size Matters to Investors

02:29 Decoding TAM, SAM, and SOM: The Basics

04:09 Common Mistakes in Market Size Presentation

05:39 A Real-World Example: The Acme Clothing Company

08:19 Bottom-Up Analysis: A More Accurate Approach

09:36 Finding the Data: Tips for Accurate Market Analysis

14:56 Presenting Your Market Size: A Strategic Timeline Approach

20:49 Conclusion and Next Steps