TAM SAM SOM:为什么它们在您的商业计划中至关重要? | 南京·未迟 | Google 出海体验中心

TAM SAM SOM:为什么它们在您的商业计划中至关重要?

The success of your business depends on the market. The whole point of TAM SAM SOM is to help business owners and marketers to understand their market potential. This can help you to better understand how big your market could be. The market size for any idea, product, or service is never the same for all the businesses in that market.


If they don’t understand the market for their products or services there is a risk of failure as the business will not be able to generate revenue.

This article gives an outline and steps on how to incorporate total addressable market, serviceable addressable market, and share of market into your business plan.

What is TAM SAM SOM?

TAM, SAM, and SOM are popular models that helps businesses to classify their target audience into a market size. It is used by companies to help them understand the full potential of a market that they are looking to enter and how many customers they can expect to achieve.

Here are the definitions of the acronyms:

TAM (Total Addressable Market)

Total addressable market (TAM), also referred to as total available market, is the overall revenue opportunity that exists in a market. TAM includes every potential customer within a market whether or not they are aware of the product or service and whether or not they can actually purchase it.

In other words, TAM is the total estimate of revenue that a company could potentially earn in a given market. This estimation is done based on the entire potential market for a given product or service.

SAM (Serviceable Addressable Market)

SAM (Serviceable Addressable Market) is the total market demand for a product or service. SAM takes into account market growth and market share to determine the total available market over a specified time period.

In order to determine SAM, analysts must take into account revenue growth, unit growth and price changes in the market. For instance, if a product is gaining market share but the overall market is decreasing in size, this may not be the best time to invest in that particular product or industry.

SAM is often confused with TAM (Total Available Market), which is simply the total number of customers who are willing to pay for a particular product or service. In other words, TAM includes potential customers who exist outside of an organization’s reach.

SAM is a subset of TAM, which also includes all other competitors’ customers. For example, if you’re in the business of developing financial management software for small businesses, your SAM would include all the small businesses that could benefit from such software within  a country Your TAM would include them as well as all the small businesses already using financial management software from your competitors.

SOM (Serviceable Obtainable Market))

The serviceable obtainable market (often abbreviated as SOM) is the portion of the total market that a company can realistically reach. The total addressable market includes all potential customers, while the serviceable obtainable market includes only those who are likely to buy the product.

Companies that are developing new products often begin by analyzing their target market. The most basic way to analyze this is to determine the total addressable market (TAM), which is the size of the total market for a product or service.

For example, a company that produces chocolate bars might look at statistics about how many chocolate bars are sold each year and use this information to estimate the TAM for chocolate bars. However, this number may not be useful because it does not take into account which companies can actually reach these customers.

Instead, companies will often analyze their SOM. This is a more accurate way of analyzing target markets because it takes into account factors like distribution channels and barriers to entry. For example, if a company has a limited distribution network, then its SOM will be smaller than its TAM because it cannot reach every customer.

What is the formula and How Do You Calculate TAM, SAM, SOM?

Now that we know the definitions of TAM, SAM, and SOM, it’s time to learn how to calculate them.

TAM (Total Addressable Market) Calculation

The total addressable market is the overall revenue opportunity that exists in a market. Here is the formula for TAM calculation:

TAM = Total Number of Customers x Annual Contract Value

For example, if there are 100,000 potential customers in a market and the annual contract value is $1,000, then the TAM would be $100 million.

SAM (Serviceable Addressable Market) Calculation

The SAM calculation is an important exercise for any business that wants to grow. The exercise helps you to determine how big your market is, how much of it you can reasonably expect to get and how much you can charge for your products or services

Here is how to calculate SAM:

SAM = Target Segment of TAM x Annual Contract Value

If we take the example above, and assume that our target segment is 10% of the TAM, then our SAM would be $10 million.

Now, let’s say that our target segment is 5% of the TAM and our annual contract value is $1,000. In this case, our SAM would be $5 million.

SOM (Serviceable Obtainable Market) Calculation)

The Serviceable Obtainable Market (SOM) is the subset of your total addressable market that you have the ability and resources to actually reach and sell to.

Your SOM is a key number as it represents the most realistic level of growth your business can achieve. The calculation is straightforward:

SOM= Last Year’s Market Share x This Year’s SAM

If your last year’s market share was 10% and this year’s SAM is $5 million, then your SOM would be $500,000.

TAM SAM SOM, when do they matter, and why?

TAM, SAM, and SOM are metrics used in market sizing. TAM and SAM represent the total market for a product, while SOM represents your target market.

Evaluating your market opportunity is a critical component of any business plan, and when you’re starting a new business, it’s the only component of your plan that is more than just a guess.

It is important to understand the concept behind each of these metrics and apply it correctly in order to get accurate estimations of the market size for your startup.

The TAM, SAM, and SOM are important concepts for entrepreneurs because they help to estimate how much of a market can be addressed by their businesses. For example, in a very large market that may not be attractive if it’s not possible for an individual company to capture enough of it. It’s also important to model how the TAM, SAM, and SOM develop over time as your business grows and evolves through different stages

You can use TAM, SAM, and SOM at any stage in your business planning process. However, they are most useful when you are first starting out and are trying to assess the size of your potential market.

TAM, SAM, and SOM can also be useful when you are trying to assess the potential of a new product or service. By understanding the size of the TAM, SAM, and SOM for your new offering, you can better assess whether it is worth pursuing.

What are TAM SAM SOM examples?

Different products and services have different TAM SAM SOM examples.


Total Addressable Market is the total market demand for a product or service. The total addressable market (TAM) is the overall revenue opportunity that is available to a product or service if 100% market share was achieved.

If for example, the total market for a product is $1,000 and your product has a 100% share of that market, your company’s revenue would be $1,000. This assumes that no other companies offer a similar product, and that all customers who want the product will buy it from your company.


Serviceable Available Market (SAM) is the portion of the total addressable market. SAM represents the segment of a company’s TAM targeted by one of its products or services.

An example, if the TAM for a product is $1,000 and the SAM is 10%, this means that your product can address a market opportunity of $100. This is the portion of the TAM that your product can realistically service.


Serviceable Obtainable Market (SOM) is the portion of a company’s SAM that it expects to actually capture in terms of sales volume and revenue.

A fast food restaurant, for example, may have a SAM of 10% in a given city. But it may only realistically expect to capture 2% of that SAM, due to the presence of other fast food restaurants. So its SOM would be 2% of the city’s total market for fast food.

Why is TAM crucial for your business plan?

Every business plan contains a section discussing your target market, product/service and competition. This section is called the marketing section of your business plan. This section is extremely important because it needs to provide an overview of the size and opportunities in your target market. The marketing section must contain information on the total available market (TAM), serviceable available market (SAM) and serviceable obtainable market (SOM).

The TAM, SAM and SOM are business metrics in which to understand the size of the market for a good or service. These metrics help you determine how big your total potential market is, as well as what portion of that market you can capture with your business offering. The three metrics are closely related.

They are often used in conjunction with each other to get a more accurate picture of the market opportunity. For example, you might use TAM to assess the potential size of the market for your product. Then you would use SAM to determine what portion of that TAM is actually addressable by your product. And finally, you would use SOM to determine what portion of the SAM you can realistically expect to capture.

TAM, SAM and SOM are important business metrics because they help you understand the size of your potential market and assess the feasibility of your business idea. If your TAM is too small, or your SAM or SOM is too small in relation to your TAM, it may not be worth pursuing your business idea.

On the other hand, if your TAM is large and your SAM and SOM are also large in relation to your TAM, then it is more likely that your business idea is feasible and worth pursuing.

When and why you must include TAM SAM SOM in your business plan?

A business plan is an important way to sell your company’s vision and strategy to investors. Unfortunately, if you don’t know what TAM SAM SOM is, your business plan won’t be very convincing.

These are all incredibly important metrics to understand when launching and growing a company—they help to determine if there’s enough space for another company in your industry, what the competition looks like and how you might best differentiate yourself from them, and how likely your company is to succeed once it launches.

Knowing these metrics can mean the difference between an enormously successful launch and a slow and painful death.

So why must you include them in your plan? Because they’re important! You need to know how big your market is and how much of it you can serve so you know if it’s realistic for your business. And if it’s not realistic… well, maybe it’s time to pivot!

Business cases are meant to persuade potential investors that a given business plan will be profitable. The TAM SAM SOM business case is a vital component of such an argument.

Why do investors care for your SOM vs. SAM number in your business plan?

You have to understand that an investor is thinking about the value of your company when they are evaluating whether or not to invest in it. They don’t care about how much it costs to make your product; they care about how much money it can make them, and they are going to be looking at the numbers you’ve generated very carefully.

So you’ll want to present them with a clear breakdown of how many sales you expect to make in a market that has a certain size and how much money you will make from those sales, which is what SOM and SAM numbers tell you.

SOM numbers tell you how many sales you expect to make based on the number of people who are in your market, so investors know how well you understand your market. SAM numbers tell you how much money each sale will bring in, so investors know if the cost of making your product is worth it.

 ppc audit report bottom

What Exactly Is TAM SAM SOM in Marketing?

The first step in planning a successful marketing strategy is to figure out who your customers are. You don’t want to waste time and money targeting the wrong people and missing out on potentially lucrative markets.

To do this, you need to know how big the market is that you can realistically target. The size of this market will determine what kind of advertising and marketing strategies you need to use. If your market isn’t large enough, then you won’t be able to afford expensive campaigns like TV commercials or radio spots.

There are different ways of estimating the size of the market that you can realistically target. One way is by using TAM SAM SOM in marketing. TAM SAM SOM is critical for understanding the size of your potential market and how much of it you can realistically target.

Your marketing efforts will only be effective if you’re targeting the right people. To do this, you need to know how big your potential market is and what portion of it you can realistically target. This is where TAM SAM SOM comes in.

TAM, SAM, and SOM are all measures of market size. TAM is the total available market. SAM is the portion of the TAM that you can realistically target. SOM is the portion of the SAM that you can realistically sell to.

Why is it so important to include accurate Market Sizing in the business plan?

It isn’t easy to convince potential investors to invest in your company. They want to see that you have a clear understanding of the market and that you know how to reach your target customers.

If you can show them that you know the size of the market and what portion of it you can realistically target, they will be more likely to invest in your company.

Including TAM SAM SOM in your business plan is a great way to show investors that you have a clear understanding of the market and that you know how to reach your target customers.

TAM SAM SOM is also a great way to measure your progress. If you’re not hitting your TAM SAM SOM numbers, then you know that you need to adjust your marketing strategy.

Why TAM SAM SOM Is Important for Marketers?

As a marketer, you need to know how big the market is that you’re targeting. You also need to know how much of that market you can realistically reach. This is where TAM SAM SOM comes in.

Marketing is a means of communication between a company and its target audience. Marketing creates value for customers, which in turn creates profits for companies.

Total addressable market (TAM), serviceable available market (SAM) and serviceable obtainable market (SOM) are used to describe this relationship.

Understanding what these terms mean, how they relate to each other and how to use them can help you as a marketer. These are important as they can help set objectives for target markets, validate a new product idea or business opportunity, calculate the value of an industry and a firm, assess the growth potential of a company, and develop sales forecasts.

When you are using PPC for your marketing you must be aware that it is a paid for service. You are essentially buying clicks from Google which means that you need to be very clear about your target audience and what they are looking for.

PPC campaigns require regular monitoring and tweaking to ensure that they are effective. You need to track your progress and adjust your keywords, ad copy, and bidding strategies based on the data.

PPC Signal is a significant AI powered PPC management tool that is continuously monitoring your marketing campaigns and delivering real time insights about areas that need optimization.

Here is dashboard of a PPC Signal below:

To monitor your PPC campaign in real-time using this tool go to this tool and select the metrics filter and select clicks and conversions PPC Signal will avail insights in the form of signals related to these metrics as below:

In the above screenshot, you can analyze your PPC performance related to clicks and conversions. For example, the screenshots below it shows the anomalies detected in your campaign. “Anomalies detected” implies that something is wrong with your PPC campaign which needs your attention.

You can explore the signal further by clicking on it to get more insights about what’s wrong with your PPC campaign as follows:

If you click on the explore button and see the graphical representation of the anomalies your PPC campaign has been experiencing as below:

You can further see the details of the anomaly in form a tabular form.

The signals provided by PPC Signal will help you understand what’s wrong with your PPC campaign and how to optimize it for better results.

PPC Signal utilizes AI and Machine Learning algorithms to detect anomalies in your PPC campaign. This is done by analyzing a large number of data points related to your PPC campaign.


How is TAM SAM SOM determined?

There are a number of ways to determine TAM SAM SOM. Some common methods include surveys, interviews, focus groups, and market research.

Where can I find TAM SAM and SOM?

TAM and SAM are essential components of market sizing. They can be found in various sources, including surveys, interviews, focus groups, and market research.

Wrap Up:

TAM, SAM and SOM are important for marketers because they provide a useful framework for helping plan business strategy at different phases of a company’s growth.

TAM, or the Total Available Market, helps businesses plan for long-term growth by understanding the total revenue potential of their market in the future.

SAM and SOM help businesses plan for short-term growth by knowing the total revenue potential today (SAM) and seeking to maximize market share relative to the competition (SOM)…

Scroll to Top