Free calculator
The TAM, SAM and SOM calculator sizes your market from a company count.
Enter the companies that fit, what one customer pays a year and the shares you can serve and win, and it returns all three figures.
Example: Sallowfen, an invented company. Type your own numbers.
Your SOM is $600,000 a year, from a TAM of $15 million.
- TAM
- $15 million
- 5,000 companies
- SAM
- $6 million
- 2,000 companies
- SOM
- $600,000
- 200 companies
Your market, from everyone to this year
- TAM$15 million
- SAM$6 million
- SOM$600,000
The calculator multiplies companies by revenue, then narrows the market twice.
TAM, or total addressable market, is the number of companies that fit your ideal customer profile times the yearly revenue one customer brings. It is the market if every fitting company bought.
SAM, the serviceable addressable market, is the share of TAM you can serve today, after removing regions, languages or company types your product does not cover. SOM, the serviceable obtainable market, is the share of SAM you can win this year with your current team, budget and channels.
The calculator also shows how many companies sit in each figure. The SOM count is the number of customers this year's plan has to win.
Formula
Worked example
5,000 × $3,000 = $15 million
The glossary page on total addressable market defines the term and works a second example through.
Here is TAM, SAM and SOM worked out for Sallowfen, an invented company.
Imagine Sallowfen, an invented company that sells stock control software to independent garden centres for $3,000 a year. A search of company records finds 5,000 garden centres that match its profile, so its TAM is 5,000 × $3,000 = $15 million a year.
Sallowfen's support team covers 40% of those centres' countries and languages, so its SAM is $15 million × 40% = $6 million, or 2,000 centres. Its team plans to win 10% of them this year, so its SOM is $6 million × 10% = $600,000, or 200 new customers.
The calculator above opens with these numbers. Change the share you can serve to see how much a new region adds.
Sallowfen's market, worked by hand
- 1TAM5,000 × $3,000 = $15 million
- 2SAM$15 million × 40% = $6 million
- 3SOM$6 million × 10% = $600,000
These glossary terms explain the numbers in the calculator.
These Prymatica pages go deeper on market sizing.
- B2B Lead Generation: 18 Channels Ranked by Cost, Speed, and Quality
- What Is Lead Generation? Inbound vs Outbound, Explained
- B2B Sales Prospecting: A Repeatable Process That Fills Your Pipeline
- The free cost per meeting calculator
- The free pipeline coverage calculator
- How Prymatica's cold email process works
Questions
People ask these questions about the TAM, SAM and SOM calculator.
How do you calculate TAM, SAM and SOM?
Multiply the companies that fit by the yearly revenue per customer to get TAM. Multiply TAM by the share you can serve to get SAM, then multiply SAM by the share you can win this year to get SOM.
What is the difference between TAM, SAM and SOM?
TAM is every company that could buy. SAM is the part you can serve with your product and regions today. SOM is the part you can win this year. Each one sits inside the one before.
Where do I get the number of companies that fit?
Filter a company database by the traits in your ideal customer profile, such as industry, size and location, and count the matches. The same filter is the start of your outbound list.
How do I choose the share I can win this year?
Work it out from capacity: how many accounts your team can contact in a year, how many of those reply and meet, and how many of those you close. Enter the result as a share of SAM.
Should TAM be counted top-down or bottom-up?
Bottom-up where you can. Counting the companies that fit and multiplying by what one pays gives a figure you can check against a real list. A share of an industry-wide total is harder to defend.
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