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
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