TAM (Total Addressable Market), SAM (Serviceable Addressable Market), and SOM (Serviceable Obtainable Market) are a framework for sizing the market opportunity. TAM is the total demand for a product if every potential customer bought it. SAM is the portion you can realistically serve given geography, product fit, and go-to-market reach. SOM is the share you can realistically capture in the near term. Investors use this framework to evaluate whether the opportunity is large enough to justify venture-scale returns.
Prefer bottom-up using counts x pricing. Top-down is weak if not bridged.
ICP: 120k SMBs × $600/yr → TAM $72M; SAM: English‑speaking 40k × $600 → $24M; SOM: target 10% → $2.4M.
Using global search volume; unrealistic SOM; not matching pricing to ICP size/usage.
Market slide: one clean bottom‑up table with sources; brief note on expansion vectors.
Bottom‑up: TAM $72M | SAM $24M | SOM $2.4M (10%).
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