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What is a Market Slide?

The market slide answers a key question for investors: How big is the opportunity? By presenting well-researched, data-backed insights into the size and dynamics of your market, this slide illustrates the potential for your startup to grow and generate substantial returns.

Investors, particularly VCs, are searching for scalable startups that target growing markets. Their strategy relies on identifying the rare “unicorns” in their portfolio. A compelling market slide demonstrates that your startup has the potential to tap into such opportunities and become a standout success story.

Market slides typically include three key metrics:

TAM (Total Addressable Market): The largest possible market size for your product or service, encompassing all potential customers.
SAM (Serviceable Addressable Market): A subset of TAM that reflects the portion of the market your product can realistically serve based on geographic, demographic, or technological limitations.
SOM (Serviceable Obtainable Market): The specific market share you aim to capture within your SAM over a defined timeframe, often expressed as a percentage or revenue projection.

In addition to these metrics, investors want insights into market trends, external drivers (regulations, technological advancements), and growth potential. If the market is experiencing shifts or has unmet needs, this is your chance to highlight why now is the perfect time for your solution to break out.

If you're entering a new or niche market, consider drawing analogies to established industries, as Uber did by initially comparing its ride-sharing service to the traditional taxi market. This approach helps investors contextualize your opportunity.

Your market slide should demonstrate the size of the opportunity and your deep understanding of customer needs. Display how your startup is uniquely positioned to meet them. Don’t focus on just numbers—be ready to parade your knowledge, preparation, and vision.

What Do Investors Look for on the Market Slide?

A substantial Total Addressable Market (TAM) that showcases significant growth potential.
Evidence of market dynamics, such as trends, regulations, or technology shifts that are driving demand for your solution.
Clear definitions of TAM, SAM, and SOM with credible research and projections.
A compelling case for why now is the ideal time to invest in your market.
Demonstrated understanding of customer pain points and unmet needs.

🤔 What Questions Should a Market Slide Answer?

How big is the market opportunity (TAM)?
What portion of the market can your startup realistically address (SAM)?
How much of that addressable market do you aim to capture (SOM)?
What are the key trends or changes making this market ripe for disruption?
Are the metrics and insights backed by credible sources?

❌ Common Mistakes to Avoid

Overestimating or fabricating market size figures without credible sources.
Presenting overly generic or irrelevant data that doesn’t align with your target audience.
Neglecting to address external factors like trends or market shifts.
Failing to highlight the urgency or why now for your startup.
Taking a top-down approach by quoting random studies found online.

How to Create a Market Slide That Investors Will Love

✅ Market Slide Best Practices

Keep the spotlight on TAM, SAM, and SOM, providing data-backed projections.
Show how external factors (e.g., technology, regulation) are shaping the landscape.
Use visuals like pie charts, graphs, or tables to present data effectively.
Tie market data directly to the problem and solution you’ve outlined.
Build trust and credibility by citing research reports, industry studies, or validated data.
Take a bottom-up approach by constructing your market size with the number of clients and average revenue per client.

✍️ Market Slide Content

Headline: Clearly state the size of your TAM and its relevance to your startup.
Market Metrics: Include TAM, SAM, and SOM figures with concise explanations.
Trends & Growth: Highlight any significant market growth rates or emerging trends.
Customer Insights: Showcase your understanding of customer segments and their needs.

🎨 Market Slide Design

Professional Layout: Organize the slide with clear sections for TAM, SAM, and SOM.
Simple Graphics: Use bar graphs, pie charts, or bubble diagrams to display data.
Cohesive Branding: Align visuals with your pitch deck’s overall style.
Readable Fonts: Use bold, legible typography to emphasize key figures.
Balanced Spacing: Avoid clutter by maintaining whitespace around content.