Scaling Nerds | Startup Marketing, Fundraising and Sales

Most investors skip your market sizing slide. Not because the number is too small, but because a $5 billion figure pulled off Statista tells them nothing about how you get your first customer. And when you claim 1% of a huge market, you quietly undercut the entire deck you just spent ten slides building. So what does a market slide that actually sells the business look like?
Otto Pohl helps deep tech founders tell better company stories, with a focus on university spinouts. Former journalist, serial entrepreneur, head of communications for startups, and he has taught entrepreneurial communications at USC. In this episode he and Marina take apart the TAM SAM SOM habit and rebuild the market slide from the bottom up. You will hear why the same blood-analysis technology needs three completely different market pitches depending on whether you are talking to a medtech VC or to SoftBank, how a data center cooling startup found its one number by anchoring on PUE instead of the total market, why conquering Belgium can be a more convincing first move than claiming the world, and what changes in your market narrative between pre-seed and Series A. Plus the reason academic founders keep showing up to the beach in a tuxedo.

LINKS
Could use a strategic advisor on your communications and founder branding? Work with Marina at https://www.scalingnerds.com/
Marina Schmidt (host) on LinkedIn: https://www.linkedin.com/in/schmidt-marina/
Otto Pohl (guest) on LinkedIn: https://www.linkedin.com/in/ottopohl
Otto Pohl's website & biweekly newsletter: https://www.ottopohl.com/
Otto's consulting, Core Communications: https://www.ottopohl.com/services

CHAPTERS
00:00 - What the market sizing slide is actually for
14:27 - Bottom-up market sizing: the numbers investors believe
41:02 - Picking your wedge: why a small first market wins
49:34 - Academic vs business communication: the tuxedo at the beach
54:15 - How market sizing changes from pre-seed to Series A
ABOUT THIS EPISODE
A practical guide to market sizing for startup pitch decks, built for deep tech and university spinout founders. Otto Pohl and Marina Schmidt cover TAM SAM SOM and its limits, bottom-up market sizing, how the market slide connects to your go-to-market strategy, choosing a beachhead market, and how investor expectations shift from pre-seed to Series A. Scaling Nerds is a startup podcast on communications, storytelling and PR for VC-backed founders raising their next round.
KEYWORDS
market sizing, tam sam som, pitch deck, market slide, bottom-up market sizing, go-to-market strategy, beachhead market, investor pitch, deep tech startup, university spinout, fundraising, startup marketing, startup storytelling, founder branding, startup podcast

The Future of Media, AI & Founder Visibility
Guest: Steven PerlbergLinkedIn: ⁠https://www.linkedin.com/in/sperlberg/⁠ · Merantix Capital: ⁠https://www.merantix-capital.com⁠Head of Communications at Merantix Capital — Berlin-based VC investing in early-stage AI. Former reporter at WSJ, BuzzFeed News, and Business Insider covering media, tech, and politics. Happy to connect with journalists exploring life after reporting.
Host: Marina SchmidtLinkedIn: ⁠https://www.linkedin.com/in/schmidt-marina/⁠ · Website: ⁠https://www.scalingnerds.com⁠Communications advisor helping science and tech founders get seen, heard, and backed — on stages, podcasts, and in the press.

The media landscape is shifting fast — and as a founder, understanding that shift is no longer optional. Steven Perlberg, Head of Communications at Merantix Capital and former tech journalist at the Wall Street Journal, BuzzFeed News, and Business Insider, joins Marina to unpack what AI, fragmentation, and the death of the "mushy middle" mean for how founders should think about visibility, PR, and media strategy.
Warning: this one gets philosophical.
US vs. European tech media — The fundamental difference is size and reach. US outlets skew toward covering Silicon Valley companies, making it harder for European seed-stage startups to break through without a strong narrative hook, major fundraising news, or a US expansion angle. Steven's rule: define your goal first, then pick the outlets that match it.
Why founders should pitch journalists directly — When Steven was a reporter, a direct email from a founder saying "I cover your space, want to grab coffee?" always got a yes. Today's version of the five-reporter shortlist might include a Substack writer or LinkedIn creator. Build those relationships personally, not through agencies.
The AI slop problem — Faceless, generic AI content is flooding every channel. The counter-move: a growing premium on human faces and authentic voices. OpenAI's acquisition of tech news show TBPN for reportedly hundreds of millions signals exactly this.
LLMs as the new search — If your audience is getting their news via AI tools instead of clicking TechCrunch, the tier of the outlet matters less than it used to. What matters is that your company and point of view exist across enough credible sources to be surfaced by LLMs. GEO is becoming as important as SEO.
Opinions as the new gold — As information becomes a commodity, what becomes scarce and valuable is judgment, taste, and a distinctive point of view. Founders who show up consistently with a genuine perspective are positioned to become trusted, parasocial key opinion leaders in their space.
The 10-80-10 rule for AI-assisted content — 10% you → 80% AI → 10% you again to edit, humanize, and make it sound like yourself. Prompt it to use your actual language from transcripts and speeches. Don't let it default to "momentum" and bullet points.
Trust Me, I'm Lying — Ryan Holiday
TBPN — live tech news show acquired by OpenAI
ETN — European equivalent of TBPN

Most founders walk onto stage cold. Even Usain Bolt doesn't do that.
In this solo episode, Marina shares the exact warm-up routine she uses as a professional moderator — a five-minute ritual that will make you sharper, more confident, and more connected with your audience. Do this before your next pitch, panel, or keynote and you'll be in the top 5% of speakers on stage.
The framework: Breath → Body → Mind. Always in that order.

👉 Working on your visibility as a founder?
Marina helps deep tech founders get seen, heard, and backed — on stages, podcasts, and beyond. Learn more at www. wearekinetik.com or connect with her on LinkedIn: https://www.linkedin.com/in/schmidt-marina/

🫁 BREATH
Start with 5–10 deep belly breaths to ground your voice and calm nerves. Try a slight backbend while breathing to open the diaphragm. Also try the Physiological Sigh (from Huberman Lab): inhale through the nose, take a short top-up breath, then exhale slowly through the mouth. A few of these settle the nervous system fast.

For your voice:
– Lip trills: blow air through relaxed lips while going up and down in pitch — stretches your vocal range without straining the cords
– Lion & Lemon: alternate between stretching your face wide open (lion) and scrunching it tight (lemon) — activates your facial muscles and makes you more expressive
– The Finger Bite: lightly place a finger between your teeth and practice speaking clearly. Remove it and your articulation is immediately sharper. Marina's #1 non-negotiable — especially if you tend to mumble or trail off.

🧍 BODY
Open your chest. Get your elbows away from your ribcage. Confident speakers take up space. Do a power pose, shake out your arms and legs, and prime your body to gesture freely. According to researcher Vanessa Van Edwards' analysis of thousands of TED Talks, gestures are the single most consistent predictor of how many views a talk gets.

🧠 MIND
Last, because you need to be grounded first. Adopt a host mindset: you're here to take care of the audience, not to perform for them. Shift the spotlight from yourself to the room. Ask: how can I make sure they have a good experience?

If you can, walk the stage beforehand. Find real faces in the audience. Make eye contact with individuals. You're priming your brain to talk to people, not at a crowd.

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Referenced in this episode:
– Huberman Lab podcast (Andrew Huberman, Stanford) — the Physiological Sigh
– Die Gastgebermethode (The Host Method) — available in German only
– Vanessa Van Edwards — TED Talk gesture research

Marina Schmidt is a founder communications strategist and professional moderator. If you're a founder working on getting on stages, podcasts, or using storytelling to grow your visibility — reach out on LinkedIn.

Scaling Nerds is ranked in the top 5% of podcasts globally, with listeners in 160+ countries.

Make your investor updates the highest-leverage tool to unlock intros, hires, and your next round.
In this episode, you get a full, practical breakdown of how to write investor updates that actually work. We cover how to keep them fast and simple, what to include (and what to leave out), how to structure wins, losses, and asks, and how to turn a simple email into a system that builds trust, momentum, and fundraising advantage over time.
Why investor updates are one of the most underused growth tools

How to use updates to activate your investors (not just inform them)

The ideal structure: reflection, highlights, metrics, wins/losses, asks

How to balance transparency with confidence when things go wrong

What changes from pre-seed → Series A and beyond

How to keep updates short, readable, and high-signal

When and how often to send them (and why consistency matters more than length)

How to use updates during a live fundraising round to create momentum and FOMO

Common mistakes: radio silence, overdesign, inconsistent formats, and bloated content

Investor updates are not newsletters—they are operating tools

“Radio silence is a kiss of death” → consistency builds trust

Investors want both wins and problems—and how you handle them

Short, structured, and regular beats long and sporadic

Your asks are the leverage point—don’t bury them

A strong update builds a track record over time, not just a snapshot

Daniel Ruben’s article on investor updates (Solvable Syndicate):
https://www.solvablesyndicate.com

Newsletter platforms:
https://www.beehiiv.com
https://mailchimp.com

Writing reference:
On Writing Well by William Zinsser

FoodTech Weekly newsletter:
https://www.foodtechweekly.com

Solvable Syndicate:
https://www.solvablesyndicate.com

LinkedIn:
(link in episode description)

⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/schmidt-marina/⁠⁠⁠⁠⁠⁠⁠
marina@wearekinetik.com
Could use some help with your comms?
Check out ⁠⁠⁠⁠https://www.wearekinetik.com/⁠

Scaling Nerds helps science and tech founders master the communication skills behind fundraising, hiring, and growth—so you can scale faster without relying on luck.

Keywords
Investor updates, startup investor communication, founder communication strategy, fundraising strategy, startup fundraising tips, venture capital communication, investor relations startups, startup growth strategy, founder updates, startup metrics reporting, pre-seed startup advice, seed stage fundraising, Series A preparation, startup storytelling, founder transparency, startup email strategy, investor engagement, startup accountability, startup communication systems, scaling a startup, deep tech founders, startup leadership communication

Your voice communicates leadership long before your words do.
In this solo episode of Scaling Nerds, Marina Schmidt explores a subtle but powerful communication skill most founders never think about: vocal placement.

Links
Connect with the host:
⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/schmidt-marina/⁠⁠⁠⁠⁠⁠⁠⁠
marina@wearekinetik.com

Could use some help with your comms?
Work with Marina via ⁠⁠⁠⁠⁠https://www.wearekinetik.com/⁠⁠

Why do some people instantly sound trustworthy, calm, and authoritative — while others unintentionally sound nervous, strained, or less confident than they actually are?
The answer often lies in where the voice is coming from in the body.
Drawing from vocal training, podcasting experience, and hundreds of founder conversations, Marina explains how founders can use their voice more intentionally when pitching investors, speaking on stage, or leading teams.
You will learn how different vocal placements — from head voice to chest voice to belly voice — affect how others perceive your confidence, credibility, and presence.
Most importantly, Marina shares simple exercises you can use before an important presentation or pitch to ground your voice and project calm authority.
If you are a technical founder who wants to sound as credible as the work you are building, this episode will help you become more aware of the leadership signal hidden in your voice.

In This Episode
Why the voice of a pilot can instantly calm nervous passengers

The concept of vocal placement and why it matters for founders

The five common places people speak from: head, mouth, throat, chest, and belly

Why chest and belly voice create more authority and trust

The difference between speaking loudly and projecting your voice

How vocal strain and sore throats reveal poor vocal placement

A simple breathing exercise to ground your voice before a pitch or presentation

Why smiling slightly while speaking can make your voice sound warmer

How founders can consciously train their voice for leadership presence

Your voice shapes first impressions.
Before people process your ideas, they interpret your vocal tone, grounding, and confidence.
Authority is often a physical phenomenon.
Speaking from the chest or belly creates a grounded vocal tone that naturally communicates credibility.
Projection is not about volume.
It is about directing your voice so it carries through a room without strain.
Warmth can be heard.
Even a subtle smile changes the vocal pattern and makes a speaker sound more approachable.
Before an important pitch or presentation:
Find a private space.

Place your hands on your lower back.

Lean slightly backward in a gentle backbend.

Take slow deep belly breaths.

This activates the diaphragm and helps move your voice into a more grounded register.
Key TakeawaysPractical Exercise From This EpisodeWho This Episode Is For