Competition, Customers and
Market Size
S Q UA R E 1 P R O G R A M
SEPTEMBER 21, 2015
MARK ENGEL
OBJECTIVE
LEAVE THIS EVENING WITH IDEAS
FOR A DRAFT OF YOUR CUSTOMER,
MARKET AND COMPETITION SLIDES
AGENDA
 Articulating the PROBLEM
 Defining the MARKET SIZE
 Presenting your SOLUTION
 Describing your CUSTOMERS
 Differentiation from the COMPETITION
 WORKING TIME
THE PROBLEM
Mission:
Clearly articulate a problem that the market faces.
 You MUST start with a need in the market.
 Explain to your investors the pain that you’re
alleviating.
 Describe how your customer addresses the issue
today.
 The goal is to get everyone nodding and buying in.
MARKET SIZE
Mission:
Help investors see the rough order of magnitude in
regards to market size based on logic and data.
 TOP DOWN OR BOTTOMS UP APPROACH.
 If you are going for a top down approach, then come to
investors with valid research and cite your sources.
 If it’s bottom up approach, then base the market size on your
current traction multiplied by users/services over time.
THE SOLUTION
Mission:
Describe how your product or solution can alleviate
this pain or meet the market need.
 Demonstrate the company’s value proposition if
possible.
 Ensure that the audience clearly understands what
you sell and your value proposition.
THE CUSTOMER
Mission:
Describe your customer demographics, psychographics
and geography.
Demographics
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Age
Location
Gender
Income level
Education level
Marital or family status
Occupation
Ethnic background
Psychographics
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Personality
Attitudes
Values
Interests/hobbies
Lifestyles
Behavior
COMPETITION
Mission:
To demonstrate how your product or solution is
different from the competition.
 How are you solving the problem differently?
 Showing us your competitors, shows us how big your
market is.
 Many way to visualize this with many examples
online.
PROBLEM
PROBLEM
MARKET SIZE
MARKET SIZE
EMOTIONAL ENGAGEMENT
SOLUTION
SOLUTION
THE PROBLEM
PROBLEMS
THE MARKET
SOLUTIONS
MARKET SIZE
APPENDIX
ADDITIONAL RESOURCES
ADDRESSABLE, SERVED & TARGET MARKET
THE MARKET
CUSTOMER DESCRIPTION
http://www.net-a-porter.com/
COMPETITION AND MARKET SIZE
COMPETITION
COMPETITION
Additional Resources
Linked In Series B funding deck: Easy to follow with a narrative
http://reidhoffman.org/linkedin-pitch-to-greylock/
Competitive Slide Ideas
http://blog.rivalfox.com/how-to-sound-smart-and-raise-funds-crafting-a-competitive-analysis-for-yourstartup/
Market Size Ideas
http://smallbusiness.chron.com/determine-market-size-business-plan-58715.html
Top Down – Bottoms Up
http://www.inc.com/jeff-haden/bottom-up-or-top-down-market-analysis-which-should-you-use.html