SAM

Serviceable Addressable Market

The part of the total market you could actually serve, given your product, language, geography, and regulatory reality.

EXAMPLE

Of 100,000 travel agencies worldwide, 12,000 are in the countries you operate in and speak a language you support. That's your SAM.

It's the first honest narrowing of a TAM, and the number that tells you whether your current plan has room to grow into.

LESSONS THAT USE THIS

A startup is a company built to find a repeatable business, not a small version of a big one. Here's what that difference changes.