Kerbside, EV charging for apartment blocks
TAM SAM SOM slide example with the three numbers sourced
A market size slide is only worth showing if the reader can see how each number was counted, because three round figures with no method behind them are the fastest way to lose an investor. This one belongs to Kerbside, a fictional company selling EV charging to apartment buildings, and counts parking bays rather than cars.
What is on the slide
- Headline
- Market Size, with the line underneath explaining that the market is counted in parking bays, not cars.
- TAM
- $9.4B, counted as all 6.2M strata parking bays in the country.
- SAM
- $1.1B, counted as the 730k bays in buildings of twenty dwellings or more.
- SOM
- $86M, counted as 57k bays across three metropolitan councils.
- Diagram
- Three nested circles, largest to smallest, each joined to its figure by a thin leader line.
When this is the right slide
Use the concentric rings when the shrink from total to obtainable is the argument, and when each number can be defended with one short counting method rather than a paragraph.
What to swap it for
Diagram: Market Sizing Concentric (TAM/SAM/SOM). Swap to the diagram version when the method text needs a full sentence per ring, because the callout line on this layout holds about twenty five characters.
What this slide shows
The layout puts a short headline and one framing sentence on the upper left, three stacked callouts down the left side, and three nested circles filling the right of the canvas. Each callout has an uppercase tag, a display size value and a single line of method text: TAM $9.4B with all 6.2M strata bays, SAM $1.1B with 730k bays in buildings of twenty dwellings or more, and SOM $86M with 57k bays across three councils. A thin leader line runs from each callout to its ring, so the eye can match a figure to a circle without a legend. The circles themselves carry no text, which keeps the diagram legible at the back of a room. Nothing on the slide cites a source. Research can inform the numbers behind the scenes, but no citation is rendered on a slide, so the method line is where the defensibility lives and the appendix is where the workings go.
Who this slide is for and when to use it
This is an investor slide, and it sits early, usually right after the problem and before traction. The audience is deciding whether the company is aiming at something big enough to matter and specific enough to reach. It is the wrong slide for an internal planning session, where the useful version is a bottom up sales capacity model rather than three rings. It is also the wrong slide when the business sells to a market nobody counts in units, such as a new category with no installed base. In that case the honest version is a demand side estimate built from willingness to pay, and the rings would give it a false air of precision that the underlying numbers cannot support.
How to adapt it
First, decide bottom up or top down and say which. This slide is bottom up: bays multiplied by a price per bay, then filtered twice. A top down version starts with a published market figure and applies share assumptions, and it needs the source named out loud by the presenter because the slide does not print citations. Second, change the filters, not the shape, for a different business. A dental software company might filter by practice size then by state, and a logistics company by fleet size then by route density. Third, replace the obtainable ring with a dated target when the audience is a board rather than an investor. Serviceable obtainable market as a five year figure invites a debate about assumptions, while the same number expressed as bays contracted by the end of next year invites a debate about the plan, which is usually the more useful meeting.
What makes this slide work
The unit is named before the numbers
The line under the headline says the market is counted in parking bays, not cars, which settles the question every reader has about an EV charging business. Once the unit is fixed, 6.2 million bays at about $1,500 of install and service gives the $9.4B ring, and the arithmetic can be repeated by anyone in the room. A market slide without a stated unit is three numbers and a hope.
Each ring carries its own filter
The middle ring is not a percentage of the outer one. It is the 730,000 bays in buildings of twenty dwellings or more, which is a filter a reader can argue with, and arguing with the filter is a better conversation than arguing with the number. The inner ring narrows again by geography, three metropolitan councils, rather than by an assumed share.
The shrink is visible, not asserted
The inner circle is roughly one percent of the outer one by value and looks it, because the rings are drawn nested rather than as three equal cards. A reader gets the scale of the opportunity and the scale of the claim in the same glance, which is the only reason to use a ring diagram instead of three stat tiles.
Questions people ask
What do TAM, SAM and SOM actually mean?
Total addressable market is everyone who could ever buy, serviceable addressable market is the part you can reach with the product and the channel you have, and serviceable obtainable market is the part you can realistically win in a stated period. The slide shows all three as rings so the reader sees the narrowing rather than three separate claims.
Should market sizing be bottom up or top down?
Bottom up is easier to defend because every step is a number the reader can question. This slide counts bays and multiplies by a price. Top down starts from a published total and applies a share, which is faster to build and weaker under questioning. Many decks show a bottom up figure on the slide and keep a top down cross check in the appendix.
How precise should the numbers be?
Two significant figures is usually right, which is why this slide reads $9.4B rather than $9,432M. Extra digits imply a precision the method does not have. What does need precision is the filter: 730,000 bays in buildings of twenty dwellings or more is checkable, while a vaguely worded segment is not, however many digits follow it.
Can a market size slide cite its sources?
Not on the slide itself. Nothing in the slide renderer prints citations, so the method line carries the defensibility and the presenter names the underlying data out loud or in the appendix. That constraint is healthy: a one line method that has to fit beside a figure forces a clearer explanation than a footnote nobody reads.
When should the rings become a different layout?
When the method needs a sentence rather than a phrase. The callout line beside each ring holds about twenty five characters, so a market defined by three conditions will not fit. The concentric diagram layout gives each level a description field, and a simple three tile stat layout works when the narrowing is not the point at all.
What is a realistic obtainable market figure?
One you could hit with the team and the money you are asking for. Here it is 57,000 bays in three councils, which a small installation business could plausibly serve. A figure that assumes national coverage in three years, from a company with one crew, tells the reader more about the plan than about the market.
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