An Intro to Market Sizing

More often than not, Founders at the Pre-seed/Seed stage are expected to have clarity regarding the market size of their product/service.  This is the norm at the early stage as the potential of the startup is synonymous with the potential of the market the founders are targeting. In this article, we will discuss the importance of market sizing, how to size up your market, and common mistakes to avoid.


Why is Market Sizing Important for Early-Stage Startups?

Market sizing is crucial for making informed decisions, attracting investors, and developing a sustainable business model.

Resource Allocation: Early-stage startups often operate with limited resources and market sizing deliver insights into where those resources can be most effectively deployed.

Investor Confidence: Investors want to see that a startup has a clear understanding of its market. Demonstrating a well-researched and sizable market opportunity instils confidence in investors, making it more likely for them to fund the venture.

Raising Funds: Market sizing helps founders ascertain the quantum of funds they need to raise. The clarity achieved while following this process enables the founders to gauge market interest for their solution and the realistic amount of funds they can expect to raise.

Strategic Decision-Making: Accurate market sizing enables startups to make informed decisions about product development, pricing strategies, and market entry points. This reduces opportunity costs and makes companies nimbler.


How can founders size up their market?

An important, but often overlooked, precursor to ascertaining the market size is understanding the problem and the target customer. All early-stage entrepreneurs and startups must identify their target customer, which is the specific group of people or organizations that will benefit from their product or service and how well can the founders take care of their pain points. This insightful conversation between Sajith Pai (Blume Ventures) and Shubham Goel (Co-Founder of Affinity) shows the value that can be derived by working on first principles to identify and solve a problem for your target group.

Calculating market size accurately may be challenging at the early stage of a startup venture, but it's essential that we get as close as possible. Common methods for estimating market size for startups include the top-down approach and the bottom-up approach.


Top-Down Approach:

$ Market Size = $ Broad-Industry Market size X ICP customer set X % Market spend on category 

-        Define the specific market segment the startup is targeting, based on demographics, geography, industry, or other factors.

-        Industry Research: Begin with broad industry research to identify the total addressable market (TAM). Look for existing reports, industry publications, and market studies relevant to your startup's sector.

-        Segmentation: Narrow down the TAM into addressable market segments. Consider factors such as demographics, geography, and customer behavior to create meaningful segments. Estimate what percentage of the TAM is realistically serviceable by the startup, considering factors such as competition, regulatory requirements, and the startup's ability to serve the market.


Bottom-Up Approach:

$ Market Size = # of Customers X $ Revenue per customer annually

$ Revenue per customer annually = Transaction volume X Pricing

-        Founders can estimate the number of target customers through a first principles approach and corroborating the data from quality industry reports. Determine the penetration rate.

-        Customer Surveys: Conduct surveys or interviews with potential customers to gather insights into their needs, preferences, and willingness to pay. Use this data to estimate the number of potential customers in the target market.

-        B2B SaaS: Value-based pricing is the optimal approach to determine your customer willingness to pay. (eg. If your products increase your customer’s profits by $1M per year on a perpetual basis then you can charge a $100-300K per year subscription fee.)





When estimating market size for startups, it's important to avoid common mistakes to ensure a more accurate assessment. Some common mistakes to avoid include:


Relying Solely on Top-Down Numbers: Using only top-down numbers found on the internet can signal to investors that the founder didn't dedicate enough time to deeply understand the market. It's better to use a bottom-up approach, breaking the calculation down into the smallest components to understand the granularities of the business and the market it operates in.


Overlooking Future Demand: Estimating only the existing market demand and overlooking the hypothetical demand for the product in the future can limit the potential scale of the startup. It's important to estimate hypothetical demand for the product in 5-10 years, not just existing demand.

Bill Gurley's thoughts on valuing Uber shows the approach of second order thinking and is an important exercise for founders to better understand their service and its potential to create different markets as well.



Market sizing is a dynamic process that evolves across the lifecycle of a startup. By employing a combination of top-down and bottom-up approaches, conducting thorough competitor analyses, founders can triangulate their market size with increased accuracy.  These processes in-turn aid decision making and strategy, enabling Early-stage founders to be positioned for success.


How to overcome customer churn

For a B2B startup, customer retention is paramount. Churn, the silent profit killer, can disrupt growth.


Churn reduction is a battle worth fighting. We are sharing some proven tactics to reduce churn and foster lasting customer relationships!

1. Targeted Onboarding Excellence:

First impressions matter. Customize onboarding based on user profiles. Guide users through initial setup for a frictionless experience. For instance, Slack's user-friendly workspace setup allows users to personalize their environments swiftly.


2. Data-Driven Insights Rule:

Data is your ally. Leverage analytics to unearth churn patterns. Monitor user engagement and feature adoption closely. Tools like Mixpanel and Amplitude empower you to identify red flags early and address them proactively.


3. Proactive Customer Support Triumphs:

Anticipate needs. Implement real-time support through live chats. Zendesk's automated ticket assignment ensures speedy assistance, delighting customers with swift issue resolution.


4. Continuous Value Delivery:

Stay relevant. Evolve your product based on user feedback and market trends. Regular feature updates demonstrate your commitment to enhancing user experience. Host monthly webinars and send personalized emails to keep users informed.


5. Incentivize Loyalty:

Encourage loyalty. Provide loyal customers with exclusive perks like advanced features, discounts, or early access. HubSpot's tiered pricing approach recognizes and rewards loyalty effectively.



Churn reduction is a journey, not an event. Implement these strategies to minimize churn and establish enduring customer relationships. Embrace targeted onboarding, data insights, proactive support, continuous value delivery, and loyalty incentives!

Have some actionable insights - share them with us at


Market Segmentation: Ace Your Approach

Hey there, fellow founders! Today, I want to dive into a crucial aspect of your startup's journey: market segmentation. While these strategies have been written from a B2B SaaS perspective, they will be useful for most startups


Market segmentation isn't just a buzzword; it's the secret sauce to skyrocketing your initial sales and marketing conversions. Market segmentation might seem intricate, but with dedication, you'll soon be on your way to a GTM strategy that's finely tuned and highly effective


Here are two proven approaches to transform your marketing game:

 1. Demographic Deep Dive

You've got to know your audience like the back of your hand. Start by dissecting demographics:

Age, Gender, Location: This trio lays the foundation. If you're selling HR software, your approach to a IT services co might differ from a traditional SME.

Job Roles and Titles: Uncover their pain points. A CFO's needs vary vastly from a marketing manager's.

Company Size and Revenue: A startup's challenges are distinct from an enterprise's. Tailor your solution accordingly.

Actionable Example: Let's say you're launching a CRM for B2B startups. Highlight how it boosts efficiency for small teams in bustling cities, and emphasize cost-effectiveness to the budget-conscious.

Hack: Use LinkedIn to create hyper-targeted ads. You can serve your ad content directly to CFOs of manufacturing companies with 50-100 employees, located in specific regions.



  •  Researched demographics of my target audience.
  •  Identified key pain points for each segment.
  •  Crafted tailored messaging for various demographic segments.


2. Pain Points Profiling

Understanding the pain points your software solves is gold.

Dive deep:

  • Identify Pain Points: Interview potential customers. What keeps them up at night? Is it communication breakdowns or data security fears?
  • Categorize by Challenges: Group pain points. If your software tackles both communication and security, you've got segments right there.
  • Prioritize Solutions: Rank challenges by urgency. Tailor your marketing by showcasing how your SaaS addresses these needs.
  • Actionable Example: Your project management tool streamlines communication and enhances security. For those valuing seamless collaboration, focus on real-time updates. For the security-conscious, highlight encryption features.


Hack: Use tools like Tally for pain point surveys. Offer a discount code at the end as a thank-you gesture.


  •  Conducted customer interviews to uncover pain points.
  •  Categorized challenges into distinct segments.
  •  Prioritized pain points to align with marketing efforts.


By mastering these market segmentation strategies, you're not just selling software; you're crafting tailored solutions. Remember, it's about addressing needs directly, not just casting a wide net. Dive into demographics and delve deep into pain points. Your audience will notice the difference, and your conversions will speak volumes. 


Enhancing B2B SaaS UX: Some User-Centric Tips

Hello everyone, we start this New Year with some thoughts on improving SaaS UX - this is one area where we feel Indian companies lack behind their global peers

Incorporating user-centric design principles can significantly elevate your product's user experience, resulting in happier customers and better retention rates.

Some thoughts on how we can do this better:

Understand Your B2B User Persona

To enhance user experience, start by crafting detailed B2B user personas. Understand your target audience's pain points, goals, and challenges. For example, if your SaaS serves marketing teams, consider their need for seamless data integration and intuitive analytics.


Streamlined Onboarding for B2B Success

Aim for frictionless onboarding. Implement a step-by-step process that helps users quickly grasp your product's value. Offer interactive tutorials and tooltips. Provide a checklist-driven onboarding journey that guides users through key features.

Actionable Example: Look at Slack's onboarding – it guides users to create channels, send messages, and invites team members step by step.


Data-Driven UI/UX Optimization

Leverage user data to refine your UI/UX. Analyze user behavior through heatmaps and session recordings. Identify pain points and areas needing improvement. For instance, if analytics reveal a drop-off during a specific feature use, consider simplifying that process.


Accessibility and Inclusivity Matter

Ensure your design accommodates diverse users. Incorporate accessibility features like alt text for images and keyboard navigation. A well-designed SaaS product caters to users of all abilities.

Hack: Utilize tools like axe and Lighthouse to assess your product's accessibility.


Seamless Integration and Scalability

User-centric design extends beyond the product itself. Ensure seamless integration into existing B2B workflows. Scalability is vital – as clients grow, your product should accommodate their increasing needs without causing disruption.


Continuous Feedback Loop

Establish channels for user feedback. Actively listen to your customers and iterate based on their suggestions. Regularly update your product based on user insights.

Checklist: Set up user surveys, feedback forms, and engage with users on social media.


Final thoughts

Embracing user-centric design principles transforms your B2B SaaS product into a solution that truly caters to your customers' needs. Remember, the key lies in putting your users at the forefront of every design decision.



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