Market Opportunity
!
Sean Ammirati 

Partner, BirchmereVentures	

Adjunct Professor, Carnegie Mellon University
#CMULean
Market Opportunities
1. Large Number of Total Potential 

Customers / Users	

2. Rapid Predictable Future Growth	

3. Clea...
1. Market Sizing
Total Addressable Market
Served Available 

Market
Target	

Market
Top Down Bottom Up
Take key variables ...
Sample:VigLink
http://lsvp.com/2011/03/16/how-to-estimate-market-size/
#CMULean
Real Goal: Make sure
this is worth your time!
!
(and your investors money)
#CMULean
Sample: NoWait
#CMULean
$185 B
300,000
locations
the table service market.
10%Fine Dining
Reservation
$185 B
300,000
locations
casual dining.
!
!
!
!
!
OpenTable for
Casual Dining
Casual Dining
Walk-in
2. Be Weary of Analysts
#CMULean
Market Types
B2B: used & purchased by businesses 	

B2C: used & purchased by consumers	

B2B2C: sold to business to acquir...
3.Tools for user /
customer acquisition
#CMULean
For Next Week ...
• Present (~5 minutes):	

• A slide with fully flushed out business
model canvas	

• Focus on Key Parts o...
seanammirati.com	

!
@SeanAmmirati
#CMULean
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Market Opportunity - Lean Entrepreneurship Carnegie Mellon

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It's important to understand how big an opportunity is before deciding if you are going to invest your time and money (plus possibly other people's money) into a startup. We'll talk through different approaches to figuring this out in this week's lecture.

Published in: Business, Economy & Finance
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Market Opportunity - Lean Entrepreneurship Carnegie Mellon

  1. 1. Market Opportunity ! Sean Ammirati 
 Partner, BirchmereVentures Adjunct Professor, Carnegie Mellon University #CMULean
  2. 2. Market Opportunities 1. Large Number of Total Potential 
 Customers / Users 2. Rapid Predictable Future Growth 3. Clear path to replicable user / customer acquisition #CMULean
  3. 3. 1. Market Sizing Total Addressable Market Served Available 
 Market Target Market Top Down Bottom Up Take key variables in revenue model & multiple by market data assumptions ! ! Example: # of Potential Users x # of PageViews x (Average RPM in Mkt/1000) #CMULean
  4. 4. Sample:VigLink http://lsvp.com/2011/03/16/how-to-estimate-market-size/ #CMULean
  5. 5. Real Goal: Make sure this is worth your time! ! (and your investors money) #CMULean
  6. 6. Sample: NoWait #CMULean
  7. 7. $185 B 300,000 locations the table service market. 10%Fine Dining Reservation
  8. 8. $185 B 300,000 locations casual dining. ! ! ! ! ! OpenTable for Casual Dining Casual Dining Walk-in
  9. 9. 2. Be Weary of Analysts #CMULean
  10. 10. Market Types B2B: used & purchased by businesses B2C: used & purchased by consumers B2B2C: sold to business to acquire a consumer #CMULean
  11. 11. 3.Tools for user / customer acquisition #CMULean
  12. 12. For Next Week ... • Present (~5 minutes): • A slide with fully flushed out business model canvas • Focus on Key Parts of Canvas based on business model pattern • Highlight key assumptions (variables) you would use to build a financial model #CMULean
  13. 13. seanammirati.com ! @SeanAmmirati #CMULean

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