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Market Sizing in Pitch Decks: How to Tell a Compelling Story to Investors

Pitching to investors is one of the most important steps for any business that is seeking capital. Many founders rely on pitch decks to communicate their investment opportunity and convince potential investors. However, creating an effective pitch deck can be challenging, especially when it comes to market sizing. Raymond Luk, the Founder of Metric Marketing, has written extensively on this topic and his insights provide a great starting point for understanding how to make market sizing work in a pitch deck. In this blog post, we will cover the basics of market sizing calculations, the bottom-up approach, and how it can be used to tell a compelling story that resonates with investors.

Market Size Calculations: Basics and Acronyms

When discussing market size calculations in the context of pitch decks, it’s important to understand some key concepts and acronyms. The Total Addressable Market (TAM) is the total estimated revenue opportunity for a given product or service within a specified time period. The Serviceable Available Market (SAM) is an estimate of what portion of TAM your company can realistically capture through its current capabilities and resources. Finally, the Serviceable Obtainable Market (SOM) is an estimate of what portion of SAM your company will actually capture given its competitive advantages over other players in the market.

Identifying assumptions and pre-requisites for market calculation are also essential for accurate market size estimations. This includes estimating factors such as customer acquisition costs, customer lifetime value (LTV), pricing plans/structures, expected sales growth rates etc., which often require data from existing customers or partners in order to generate realistic estimates. It’s also important to consider macroeconomic factors such as industry trends or changes in consumer demands that could affect overall market size estimates in your pitch deck.

The Bottom-Up Approach to Market Size Calculations

The bottom-up approach is generally seen as more accurate than top-down because it takes into account individual customer segment sizes instead of relying on broad assumptions about overall markets or segments. A successful bottom-up approach requires detailed research on customer demographics and preferences, competition analysis, pricing strategies etc., all which are then used when generating projections based on historical performance data or surveys with potential customers/partners. Additionally, this approach allows founders to identify potential segments where their product may have higher penetration rates due to competitive advantages such as lower cost structure or faster product development cycles compared to other players in the market – making them more attractive investments for investors who want higher returns faster!


Market sizing plays a crucial role when creating effective pitch decks that resonate with investors; however, it can be difficult without proper research and analysis. Raymond Luk’s insights offer valuable guidance on how best to approach this challenge when creating pitches for investors. By using the bottom-up approach instead of top-down methods – which relies heavily on broad assumptions – founders can create more accurate projections while telling a compelling story with their numbers that better resonates with prospective investors looking for higher returns faster! With careful research and strategic storytelling techniques, entrepreneurs can use market size calculations effectively in their investor pitches — increasing their chances of securing investments!

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