Total addressable market

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Total Available Market (TAM), Served (or Serviceable) Available Market, and Target Market.

Total addressable market (TAM), also called total available market, is a term that is typically used to reference the revenue opportunity available for a product or service. TAM helps to prioritize business opportunities by serving as a quick metric of the underlying potential of a given opportunity.[1]

One approach is to estimate how much of the market any company can gain if there were no competitors. A more encompassing variation is to estimate the market size that could theoretically be served with a specific product or service. TAM can be defined as a global total (even if a specific company could not reach some of it) or, more commonly, as a market that one specific company could serve (within realistic expansion scenarios). This focuses strategic marketing and sales efforts and addresses actual customer needs. The inclusion of constraints such as competition and distribution challenges then modifies the strategy to frame it with realistic boundaries, reducing the market down to the serviceable available market (SAM), the percentage of the market that can actually be served (either by that company or all providers) out of the TAM.[1]


  1. ^ a b Steve Blank and Bob Dorf, The Startup Owner's Manual, K & S Ranch, first edition (March 1, 2012), ISBN 978-0984999309