TAM/SAM/SOM & Beachhead Markets 🎯

It's so important to understand the fiscal or impact opportunity that your business or innovation can have in the market. This module covers TAM, SAM, SOM, and Beachhead market sizing to calculate the opportunity.

Overview:

Imagine you’re running a little ice cream shop on the corner, whipping up flavors like “Berry Blitz” and “Choco Lava Swirl.” One sunny afternoon, your investor drops by and asks, “So, what’s the scoop on the market opportunity?” You freeze (pun intended). Sure, your friends love the ice cream, but does that mean you can open ten more locations? That’s where market research comes in. 

By understanding your market—say, how many people in your city crave ice cream and would pay a premium for unique flavors—you’ll know if you’re sitting on a goldmine or just a really sweet side hustle. Without it, you might end up with more sprinkles than customers. In other words, don’t just rely on good vibes and tasty treats—back up your decisions with data, or you’ll melt under pressure when the boss wants to know your plan to grow! A TAM/SAM/SOM and Beachhead market analysis is just the tool to help you collect that data.🍦📊

Key Concepts Covered:

•TAM (Total Addressable Market): The overall revenue opportunity available if the product were adopted by every potential customer globally.

•SAM (Serviceable Available Market): The portion of the TAM that your organization can realistically target based on current capabilities and geographic reach.

•SOM (Serviceable Obtainable Market): The share of SAM that you can capture within a specified timeframe, considering competition and resources.

•Beachhead Market: The initial target segment that is most likely to adopt your solution, providing a strategic entry point for gaining traction and validating the market.

•Application in Innovation Projects: Techniques to estimate market sizes, prioritize opportunities, and define a clear go-to-market strategy for internal projects and initiatives.

Want to learn more?:

Check out these resources!

• “TAM, SAM, SOM: How to Calculate Them for Your Industry" by Foundation Inc. – Walks through how startups can accurately calculate each market sizing category with examples.

• “Crossing the Chasm” by Geoffrey A. Moore – Classic book discussing the beachhead market strategy for tech products to successfully cross from early adopters to the mainstream.

• "How to calculate market size potential in 3 easy steps" by Ask A Test – A guide for estimating TAM, SAM, and SOM based on your business specifics.

About the instructor:

Nick Chagin brings a unique blend of intrapreneurial education and operational wherewithal to the Productable Success Team to help users both understand how to use the software and the methodology.

Prior to joining Productable, Nick facilitated entrepreneurship education programs for over 2000+ young aspiring entrepreneurs across 16 different countries, working with over 50 American and international universities and 11 U.S. Embassies spanning five continents. He led international partnership development, connecting bridges between entrepreneurially ecosystems. He developed high-level U.S. Department of State programs for initiatives like the Young Leaders of the Americas Initiative (YLAI) and Young African Leaders Initiative (YALI) while facilitating corporate innovation workshops for organizations like Dell.

He volunteers on the Board of Advisors for the ENACTUS social entrepreneurship club at the University of Illinois and teaches high school entrepreneurship programs with TiE Young Entrepreneurs Foundation.