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Decoding Startup Pitches Part 2: Market, Competitors, and Traction

  • Writer: Cintia Mano
    Cintia Mano
  • Feb 14
  • 1 min read

Let’s look at three crucial slides often found in startup pitch decks: Market Size, Competitors, and Traction. It is important to analyze these elements effectively to understand better the true potential of the business being presented.


Market Size Slide



  • Addressable Market: Founders typically present TAM, SAM, and SOM estimates, but these often lack substance. A bottom-up approach—estimating customer numbers and pricing—is more reliable but requires thorough research.

  • Market Growth: Examine growth trends and potential for sustained demand. Investigate underlying reasons for market expansion, including regulatory factors.

  • Market Segmentation: Look for clear strategies to target specific demographics or regions. Early-stage startups might struggle with this due to limited feedback.


Competitor Slide



  • Common Issues: Competitor slides often focus on attributes that favor the startup, lacking objectivity. Attributes must align with real buying decisions.

  • Indirect Competitors: These represent alternative solutions to the same problem. Understanding this helps gauge market awareness and uncover overlooked threats or opportunities.

  • Differentiation: Identify sustainable competitive advantages and ensure they resonate with customers. Competition isn’t inherently negative—it’s about proving the solution’s superiority.



Traction Slide



  • Key Metrics: Metrics such as user growth, revenue, or customer acquisition cost highlight momentum.

  • Milestones: Founders often undervalue their achievements; showcasing significant milestones strengthens the pitch.

  • Validation: Evidence of market acceptance through testimonials or partnerships adds credibility.

  • Projection: Realistic growth projections provide insight into future potential.


Takeaway: Effective pitch analysis demands a critical evaluation of the data presented. By focusing on Market Size, Competitors, and Traction, investors can better identify promising opportunities.

Stay tuned for Part 3 of the series for further insights into pitch analysis.

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