TAM SAM SOM Calculator
TAM is context; SOM is the plan.
Serviceable obtainable market
$8,640,000
$288,000,000 serviceable
TAM is a context number and SOM is a plan number. A large TAM proves the category exists; only the obtainable figure and the growth rate needed to reach it say anything about whether the business can get there.
How the TAM SAM SOM Calculator works
A large total addressable market proves the category exists. Only the obtainable figure and the growth rate needed to reach it say anything about whether this business can get there, which is why investors ask for the third number, not the first.
Also known as: market size calculator · total addressable market · TAM SAM SOM breakdown
Not financial advice. Marketplace fees change, and they vary by country, plan and seller status. Every rate here is an editable default, not a quoted price, check the platform's current fee schedule before you price a product against it. This is not tax or business advice.
Frequently asked questions
What do TAM, SAM and SOM mean?
Total addressable market is everyone who could ever buy. Serviceable available market is the portion you could reach with your model. Serviceable obtainable market is the share you can realistically win.
How do I estimate TAM?
Top down from industry data, or bottom up from population, penetration and average spend. Bottom up is slower and far more defensible.
What SOM share is credible?
Small. A new entrant claiming 10% of a serviceable market within three years needs an argument for why the incumbents allow it.
Why does anyone care about TAM?
It sets a ceiling on the opportunity. A business with a £4m TAM cannot become a £10m business, however well it executes, and that is genuinely useful to know early.