Investor question 5 of 50 · Market & business model
“Why now?”
Short answer: the investor is really asking what has changed that makes this the right moment? Answer in three steps: (1) name the shift: technology, regulation, behaviour or cost; (2) link it to a number (adoption, spending, growth); (3) explain why incumbents can't respond fast.
What they're really asking
What has changed that makes this the right moment? Investors rarely care about the question on its own. They're testing whether you know your numbers cold, whether your assumptions are honest, and whether you can explain them simply.
How to answer, step by step
- Name the shift: technology, regulation, behaviour or cost.
- Link it to a number (adoption, spending, growth).
- Explain why incumbents can't respond fast.
An example answer
Small teams now buy software without IT approval. Our organic sign-ups grew about 8% a month this year without paid support.
Figures are from Loopdesk, the fictional SaaS company in our sample files. Swap in your own numbers and keep the structure.
The answer that loses trust
Avoid
Generic statements like "the market is growing".
Where the proof lives
Before the meeting, find the number behind your answer. In our workbooks it lives in: Investor Presentation Masterclass, Chapter 1. If you can open that tab and point to it, the follow-up question is easy.