market-sizing-analysis
Comprehensive market sizing framework for calculating TAM, SAM, and SOM across three methodologies.
- Provides three complementary approaches: top-down (industry reports), bottom-up (customer segment calculations), and value theory (willingness to pay), with formulas and validation techniques for each
- Includes step-by-step process covering market definition, data gathering, TAM/SAM/SOM calculations, and triangulation across methods
- Offers industry-specific guidance for SaaS, marketplaces, consumer, and B2B services with tailored metrics and formulas
- Covers presentation strategies for investors and internal strategy, plus common pitfalls like confusing TAM with SAM or overly aggressive market capture assumptions
Market Sizing Analysis
Comprehensive market sizing methodologies for calculating Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM) for startup opportunities.
Overview
Market sizing provides the foundation for startup strategy, fundraising, and business planning. Calculate market opportunity using three complementary methodologies: top-down (industry reports), bottom-up (customer segment calculations), and value theory (willingness to pay).
Core Concepts
The Three-Tier Market Framework
TAM (Total Addressable Market)
- Total revenue opportunity if achieving 100% market share
- Defines the universe of potential customers
- Used for long-term vision and market validation
- Example: All email marketing software revenue globally
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