Our client was looking to enter new markets with their range of products. However, first, they wanted to understand how big the markets were, the size of the opportunity for their products and who they should target.
Through a quant study, we were able to identify understand and size a particularly challenging market (one that sales data is not readily available for). This provided the TAM sizing (Total Accessible Market) By also introducing the range of products, we were also able to understand who was most likely to purchase the product – the SAM (Serviceable Accessible Market) – and also predict the likely market share or SOM (Serviceable Obtainable Market).
The TAM, SAM, SOM sizing showed that the markets were sufficiently large
and the product would be successful in obtaining a large enough market
share and hence provided the confidence to enter the markets.