TAM, SAM and SOM Market Size Calculator
Size a market by country or segment: total, serviceable and obtainable market, top-down or bottom-up, with growth projections and a ready-to-share table.
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TAM, SAM and SOM explained
- TAM (total addressable market): the total annual revenue if every potential customer bought your type of product.
- SAM (serviceable available market): the part of TAM you can serve with your product, channels, languages and approvals.
- SOM (serviceable obtainable market): the part of SAM you can realistically win in the plan period, given competition and resources.
How to use the market size calculator
- Add one row per country or segment. Bottom-up sizing by segment is more credible than a single top-down percentage.
- Enter the number of potential customers (people, households, companies or sites) and the annual value per customer.
- Enter the share you can serve and the share of that you expect to win.
- Add a growth rate to project the market forward.
Where to get the inputs
Customer counts come from census, company registers, trade associations and industry databases. Value per customer and the serviceable and obtainable shares are where primary research earns its keep: a survey of the target market measures current spend, purchase intent, willingness to pay and switching likelihood, turning assumptions into evidence. Use the Van Westendorp calculator for price ranges and the feasibility checker to plan the survey.
Worked example: B2B software in European SMEs
A SaaS company sizes four regions bottom-up: 1.46 million SMEs worth €1,500–2,100 a year each. TAM is about €2.5bn, SAM about €1.2bn after excluding segments it cannot yet serve, and SOM about €25m at 1.5–3% share. At 12% growth, SAM reaches about €2.1bn in five years. Press Example to load it.
Frequently asked questions
What is the difference between top-down and bottom-up market sizing?
Top-down starts from a published industry total and applies percentages. Bottom-up multiplies customer counts by value per customer, segment by segment. Bottom-up is usually more defensible; doing both and reconciling them is best.
What is a realistic SOM?
For a new entrant, low single-digit percentages of SAM in the first years are typical. Higher shares need evidence such as a pilot, signed partners or survey-measured intent.
Should TAM be annual?
Yes. Express all three as annual revenue so they can be compared with growth rates and financial plans.
Need the respondents, not just the numbers?
Global Vox Populi runs quantitative and qualitative fieldwork in 170+ countries through its own proprietary panels of consumers, B2B and IT decision-makers, physicians, nurses, patients, caregivers and payers. ISO 9001, ISO 20252 and ISO/IEC 27001 certified and HIPAA compliant, following ESOMAR and Insights Association guidelines.
Check feasibilityLink to this tool
Free to use in proposals, courses and articles. If it helped, a link back is appreciated:
<a href="https://globalvoxpopuli.com/tools/tam-sam-som-market-size-calculator/">TAM SAM SOM Market Size Calculator</a> by Global Vox Populi