Note: One of the most common pieces of feedback we receive from entrepreneurs is that TSF partners don’t think, act, or speak like typical VCs. The Contrarian Series is meant to demystify this, so founders know more about us before pitching.

Just before New Year, I was speaking at the TBDC Venture Day Conference together with BetaKit CEO Siri Agrell and Serial Entrepreneur and former MP Frank Baylis.

When I said “Two Small Fish love Zero TAM businesses,” I said it so matter-of-factly that the crowd was taken aback. I even saw quite a few posts on social media that said, “I can’t believe Allen Lau said it!”

Of course, any business will need to go after a non-zero TAM eventually. But hear me out.

Here’s what I did at Wattpad: I never had a “total addressable market” slide in the early days. I just said, “There are five billion people who can read and write, and I want to capture them all!”

Even when we became a scaleup, I kept the same line. I just said, “There are billions of people who can read, write, or watch our movies, and I want to capture them all!”

Naturally, some VCs tried to box me into the “publishing tool” category or other buckets they deemed appropriate. But Wattpad didn’t really fit into anything that existed at the time. Trust me, I tried to find a box I would fit in too, but none felt natural.

Why? That’s because Wattpad was a category creator. And, of course, that meant our TAM was effectively zero.

In other words, we made our own TAM.

Many of our portfolio companies are also category creators, so their decks often don’t have a TAM slide either.

Yes, any venture-backed company eventually needs a large TAM. And, of course, I don’t mean to suggest that every startup needs to be a category creator.

That said, we’re perfectly fine—in fact, sometimes we even prefer—seeing a pitch deck without a TAM slide. By definition, category creators have first-mover advantages. More importantly, category creators in a large, winner-take-all market—especially those with strong moats—tend to be extremely valuable at scale and, hence, highly investable.

So, founders, if your company is poised to create a large category, skip the TAM slide when pitching to Two Small Fish. We love it!

P.S. Don’t forget, if you have an “exit strategy” slide in your pitch deck, please remove it before pitching to us. TYSM!

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