One of the cornerstones of your company's revenue
plan is your estimation of the Total Available Market (TAM) size
and more specific to your company, the Served Available Market
Here, you''ll need to define market size and growth, and the key
factors driving growth in your particular market segment. Given
the difficult nature of sizing a market, it is best to base your
numbers on professional market studies (i.e. for high-tech, use
studies from companies such as Gardner group, Infotech, etc).
In addition, the research arms of brokerage houses have numerous
reports on different industries. These reports provide good market
size numbers and strategic analysis of what drives those numbers.
These brokerage houses, in most cases, will be happy to share
this info with students. You don't want you audience questioning
the integrity of your market assumptions. The more you use professional
reports in your numbers, the less likely your TAM/SAM numbers
will be questioned.
Your next step will be to estimate the market share you intend
to capture in your market segment. Describe the value proposition
of your product(s) and why customers would choose your product
of that of your competitors. Discuss how you feel your competitors
will react to your product and how you intend to combat their