TAM SAM SOM Calculator
Market opportunity sizing.
Calculate TAM, SAM, and SOM for market sizing and investor pitches from total addressable market, serviceable available market, and target share.
What this tool does
This calculator breaks down market opportunity into three layers: TAM (the total market size across all possible customers), SAM (the slice of that market your business model can realistically address), and SOM (your realistic capture within SAM). Enter your TAM estimate in your currency, then specify SAM as a percentage of TAM and your obtainable market share as a percentage of SAM. The calculator multiplies these percentages down to show all three figures—useful for illustrating market opportunity in presentations or planning exercises. The result depends most heavily on your TAM starting point and your SAM percentage; small changes to either compound significantly. This models a single market scenario and assumes your percentage estimates remain constant. Results are for illustration only and don't account for competitive dynamics, market shifts, or execution variables.
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Formula Used
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Disclaimer
Results are estimates for educational purposes only. They do not constitute financial advice. Consult a qualified professional before making financial decisions.
TAM/SAM/SOM calculator estimates market opportunity at three levels. TAM (Total Addressable Market): total demand if 100% market share globally. SAM (Serviceable Available Market): segment your business can realistically reach. SOM (Serviceable Obtainable Market): realistic capture in 3-5 years given competition.
Example: TAM 10B (global cloud storage market). SAM 15% = 1.5B (-speaking SMB segment). SOM 2% = 30M (realistic 5-year capture given competitors). Investors expect founders to know all three - TAM shows ambition, SOM shows realism.
Methods: top-down (start with industry data, narrow), bottom-up (start with unit economics × addressable customers), value theory (price × number of users who'd pay). Bottom-up most credible for VCs. Beware inflated TAMs - 'we're targeting the 100B fitness market' is meaningless if you're a yoga app.
Run it with sensible defaults
Using total addressable market of 10,000,000,000, serviceable available of 15%, obtainable capture of 2%, the calculation works out to 30,000,000.00. The defaults are meant as a starting point, not a recommendation.
The levers in this calculation
The inputs — Total Addressable Market (TAM), Serviceable Available % (SAM), and Obtainable Capture % (SOM) — do not pull with equal force. Not every input has equal weight. Adjusting one input at a time toward extreme values shows which ones move the result most.
How the math works
SAM = TAM × SAM%. SOM = SAM × SOM%.
What to do with a low result
A disappointing result is information, not a judgement. Pick the single input that dragged the figure down most and focus the next quarter on that one factor. Breadth-first improvement rarely works; depth-first on the worst input usually does.
What this doesn't capture
The score is a composite of the inputs you provide. Life context — job security, family obligations, health, housing — doesn't appear in the math but shapes the real picture. Use the number as a prompt, not a verdict.
TAM ££10,000,000,000 × 15% SAM × 2% SOM = 30,000,000.00 obtainable.
Inputs
This example uses typical values for illustration. Adjust the inputs above to match a specific situation and see how the result changes.
Sources & Methodology
Methodology
This calculator models market opportunity by applying successive percentage filters to a total market size. It computes the Serviceable Available Market (SAM) by multiplying the Total Addressable Market (TAM) by the SAM percentage, representing the portion of the total market addressable by your product or service. It then calculates the Serviceable Obtainable Market (SOM) by multiplying SAM by the SOM percentage, representing your projected capture of that serviceable market. The model assumes that both percentage inputs remain constant and treats market segments as independent. It does not account for competitive dynamics, market growth or contraction, changing customer preferences, geographic variations, or the effort required to achieve stated capture rates. Results represent a simplified scenario and should be combined with qualitative market research and competitive analysis.
References
Frequently Asked Questions
How to calculate TAM?
What SAM % is reasonable?
What SOM % is realistic?
Why investors care?
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