TAM / SAM / SOM

Bottom-up first

Prefer bottom-up using counts x pricing. Top-down is weak if not bridged.

Worked example

ICP: 120k SMBs × $600/yr → TAM $72M; SAM: English‑speaking 40k × $600 → $24M; SOM: target 10% → $2.4M.

Common pitfalls

Using global search volume; unrealistic SOM; not matching pricing to ICP size/usage.

How to show in your deck

Market slide: one clean bottom‑up table with sources; brief note on expansion vectors.

Deck snippet

Bottom‑up: TAM $72M | SAM $24M | SOM $2.4M (10%).

FAQs

Related