How Orange Charger Built a $2M Market Size Slide That Actually Works

Investor Kate McAndrew breaks down the market size slide from Orange Charger, an EV charging startup she invested $2 million into. The slide avoids the typical TAM/SAM/SOM template and instead uses a Venn diagram with supporting assumptions to tell a more compelling story.

Why This Slide Works

Most market size slides throw out a big TAM number and move on. Orange Charger's slide does something different. It breaks down the market from three intersecting data points and shows exactly how the math works.

The slide displays a Venn diagram with three circles. The first shows 276 million vehicles in the US today. The second shows 96.8 million electric vehicles projected in the US by 2032. The third shows 52.8 million people living in multifamily housing. The intersection of these three data points defines Orange Charger's addressable market.

The Details That Matter

Kate highlights several specific design choices that made this slide effective for her as an investor.

Assumptions are visible. Notes on the left side of the slide list the financial assumptions: $350 per hardware sale, $240 recurring revenue per EV driver per year. This transparency builds trust.

The $100M ARR path is spelled out. In the bottom left corner, the slide shows that reaching $100 million in annual recurring revenue only requires 170,000 active EV drivers at $590 per sale. For a VC, $100M ARR is the escape velocity number. Showing how little adoption is needed to get there makes the opportunity feel achievable.

The math is in the top right corner. The slide breaks down: 52.6 million people multiplied by 32% EV adoption equals 16.8 million potential customers, multiplied by $504 average revenue, which gives an $8.4 billion US TAM. Every number traces back to a stated assumption.

What Founders Can Learn

The slide works because it shows three things at once: how Orange Charger thinks about the market, how they arrived at their numbers, and why multiple macro trends are working in their favor. The Venn diagram format makes the tailwinds visual rather than just a bullet point that says "growing market."

Key Takeaways

• A Venn diagram showing intersecting market forces can be more persuasive than a standard TAM waterfall
• Always show your assumptions. Investors want to see the math, not just the conclusion
• Including the $100M ARR path with required adoption rates makes the opportunity feel concrete
• Bottoms-up market sizing with visible math builds more credibility than a top-down number from a Gartner report