Market analysis

Overview

Investors scrutinize market sizing. Top-down numbers from analyst reports are weak. Pitchkit helps you build bottom-up market analysis that stands up to due diligence.

Bottom-up

Calculate from customer counts and pricing

TAM/SAM/SOM

Full market sizing framework

AI-enhanced

Get AI help with data and validation

TAM / SAM / SOM explained

The TAM/SAM/SOM framework helps you show investors the full opportunity and your realistic target.

TAM (Total Addressable Market): Everyone who could possibly use your product. The full market if you had 100% share. Shows the ceiling.

SAM (Serviceable Addressable Market): The segment you can realistically serve given your geography, go-to-market, and product fit. Your actual target market.

SOM (Serviceable Obtainable Market): What you can realistically capture in 3-5 years. Be honest - 5-10% of SAM is often ambitious for startups.

Learn more about TAM/SAM/SOM

Bottom-up market calculations

Bottom-up sizing starts with countable customers and builds up. This is more credible than citing analyst reports.

The process:

Define your ICP

Specific firmographics: industry, company size, geography, tech stack. Be precise.

Count target companies

Use data sources to get actual counts. Example: There are 45,000 US SaaS companies with 20-500 employees.

Apply your pricing

Multiply by your average contract value or ARPU. Use your actual pricing, not aspirational numbers.

Segment down to SOM

Apply realistic adoption rates and competitive dynamics. Show your path from TAM to SOM.

Example: 45,000 target companies x $12,000 ACV = $540M SAM. At 5% capture over 5 years = $27M SOM.

AI-enhanced mode

Let AI help you build and validate your market sizing with data suggestions and assumption checking.

AI capabilities:

Data source suggestions: Find relevant industry data, company counts, and market reports
Assumption validation: Check if your numbers are realistic based on comparable markets
Market sizing narrative: Generate investor-ready text for your market slide
Expansion opportunities: Identify adjacent markets and growth vectors

Coming Soon

Real-time data integration

Pull market data directly from public sources to validate your assumptions.

Coming Soon

Comparable company analysis

See how similar companies sized their markets and validate against their outcomes.

Validating your assumptions

Every market size calculation involves assumptions. Make them explicit and validate them.

Assumption checklist:

Where did you get your company count? Is the source credible?
Is your pricing based on actual sales or assumptions?
What adoption rate are you assuming? Is it reasonable?
Did you account for competitors winning some of the market?
Are there geographic or segment limitations you are ignoring?

Tip: Investors will challenge your assumptions. Know where each number comes from and be ready to defend it.

Export to pitch

Your market analysis can be exported directly to your pitch:

Generate a market slide with bottom-up calculations
Include source citations for credibility
Show the path from TAM to SOM clearly
Add expansion vectors to demonstrate growth potential

Learn more about market slides

Common mistakes to avoid

Citing only top-down: The CRM market is $50B says nothing about your opportunity
Unrealistic capture: Claiming you will get 20% of a market in 5 years is not credible
Ignoring competition: Your TAM is not all yours. Account for market share dynamics
Vague ICP: Companies that need software is not specific enough to size
No sources: Every number should have a citation or clear derivation

Previous: Competitor analysis Next: Term sheet analyzer

Overview

Investors scrutinize market sizing. Top-down numbers from analyst reports are weak. Pitchkit helps you build bottom-up market analysis that stands up to due diligence.

Bottom-up

Calculate from customer counts and pricing

TAM/SAM/SOM

Full market sizing framework

AI-enhanced

Get AI help with data and validation

TAM / SAM / SOM explained

The TAM/SAM/SOM framework helps you show investors the full opportunity and your realistic target.

TAM (Total Addressable Market): Everyone who could possibly use your product. The full market if you had 100% share. Shows the ceiling.

SAM (Serviceable Addressable Market): The segment you can realistically serve given your geography, go-to-market, and product fit. Your actual target market.

SOM (Serviceable Obtainable Market): What you can realistically capture in 3-5 years. Be honest - 5-10% of SAM is often ambitious for startups.

Learn more about TAM/SAM/SOM

Bottom-up market calculations

Bottom-up sizing starts with countable customers and builds up. This is more credible than citing analyst reports.

The process:

Define your ICP

Specific firmographics: industry, company size, geography, tech stack. Be precise.

Count target companies

Use data sources to get actual counts. Example: There are 45,000 US SaaS companies with 20-500 employees.

Apply your pricing

Multiply by your average contract value or ARPU. Use your actual pricing, not aspirational numbers.

Segment down to SOM

Apply realistic adoption rates and competitive dynamics. Show your path from TAM to SOM.

Example: 45,000 target companies x $12,000 ACV = $540M SAM. At 5% capture over 5 years = $27M SOM.

AI-enhanced mode

Let AI help you build and validate your market sizing with data suggestions and assumption checking.

AI capabilities:

Data source suggestions: Find relevant industry data, company counts, and market reports
Assumption validation: Check if your numbers are realistic based on comparable markets
Market sizing narrative: Generate investor-ready text for your market slide
Expansion opportunities: Identify adjacent markets and growth vectors

Coming Soon

Real-time data integration

Pull market data directly from public sources to validate your assumptions.

Coming Soon

Comparable company analysis

See how similar companies sized their markets and validate against their outcomes.

Validating your assumptions

Every market size calculation involves assumptions. Make them explicit and validate them.

Assumption checklist:

Where did you get your company count? Is the source credible?
Is your pricing based on actual sales or assumptions?
What adoption rate are you assuming? Is it reasonable?
Did you account for competitors winning some of the market?
Are there geographic or segment limitations you are ignoring?

Tip: Investors will challenge your assumptions. Know where each number comes from and be ready to defend it.

Export to pitch

Your market analysis can be exported directly to your pitch:

Generate a market slide with bottom-up calculations
Include source citations for credibility
Show the path from TAM to SOM clearly
Add expansion vectors to demonstrate growth potential

Learn more about market slides

Common mistakes to avoid

Citing only top-down: The CRM market is $50B says nothing about your opportunity
Unrealistic capture: Claiming you will get 20% of a market in 5 years is not credible
Ignoring competition: Your TAM is not all yours. Account for market share dynamics
Vague ICP: Companies that need software is not specific enough to size
No sources: Every number should have a citation or clear derivation

Previous: Competitor analysis Next: Term sheet analyzer

Overview

Bottom-up

TAM/SAM/SOM

AI-enhanced

TAM / SAM / SOM explained

Bottom-up market calculations

The process:

AI-enhanced mode

AI capabilities:

Real-time data integration

Comparable company analysis

Validating your assumptions

Assumption checklist:

Export to pitch

Common mistakes to avoid

Related resources

Competitor Analysis

TAM/SAM/SOM Glossary

Market Slide Guide

Pitch builder

Market analysis

Overview

Bottom-up

TAM/SAM/SOM

AI-enhanced

TAM / SAM / SOM explained

Bottom-up market calculations

The process:

AI-enhanced mode

AI capabilities:

Real-time data integration

Comparable company analysis

Validating your assumptions

Assumption checklist:

Export to pitch

Common mistakes to avoid

Related resources

Competitor Analysis

TAM/SAM/SOM Glossary

Market Slide Guide

Pitch builder