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Market size calculator

Write the equation first. Then punch the filters. Penetration and SAM are percents, not hidden decimals.

67,000,000 × 40% × 2 × $25 = TAM $1.34bn

TAM
$1.34bn
Everyone who could buy
SAM
$670.0m
50% of TAM — who you can serve
SOM
$134.0m
20% of SAM — who you can win

How to say it

Default is a UK-scale population at 40% penetration, two purchases a year, $25 ticket. That is a TAM of about $1.34bn. A 50% SAM and 20% reach puts SOM near $134m. Change the filters and say why — “we only serve grocery” is a SAM story, “we take one in five accounts” is SOM.

Steal a prompt from market sizing questions, then time yourself in the market-sizing drill.

FAQ

What is TAM vs SAM vs SOM here?

TAM is the equation: population × penetration × frequency × price. SAM is the share of that universe you can actually serve (channel, geo, regulation). SOM is the share of SAM you can win. Both filters are editable. They were not meant to be a hidden 50%.

Should penetration be 40 or 0.4?

Type 40 for 40%. The old version asked for 0–1 and people typed 40, which blew the market by 100×.

When do I use this in a case?

After you write the equation out loud. The calculator is for the arithmetic. The case grade is the assumptions and the sanity check.

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