From the course: Market Research: B2B
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Landscape analysis for B2B market sizing
From the course: Market Research: B2B
Landscape analysis for B2B market sizing
- When launching a product or expanding into new regions, a solid understanding of the market's potential is key. That's why I'd like to introduce you to a framework to identify, calculate, and understand the key metrics that go into market sizing. The framework is called TAM, SAM, SOM. These acronyms stand for Total Addressable Market, Serviceable Addressable Market, and Serviceable Obtainable Market. Total addressable market, TAM, looks at the entire potential value of the market. For example, for a US-based company, this might mean the total value for all sales in the United States in a given year. This will be a huge number that's not likely to be obtainable by a single company. However, this measurement can provide an indication of a market's potential and stability. Serviceable addressable market, SAM, is the value of the potential audience for your specific product or service. This is the maximum market value your…
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