Data-Driven Decision Making for Business
Ted Kwartler
Data Dude
Total Addressable Market (TAM) $$
Serviceable Available Market (SAM) $$
Serviceable Obtainable Market (SOM) $$
Top-down TAM
Example
330 US Citizens
* 10.5% diabetics
* .75 bars per person
* 100% margin ($1)
= $25.25M TAM
Bottom-up TAM
Example
$8B annual revenue
/ 63 candy bars = $127m
$127m * 10% of revenue is sugar free * 100% margin($1)
= $12.7M TAM
Data-Driven Decision Making for Business