Market
Market Size and Competitor Benchmark, the evidence that there's a market worth entering.
Neither step changes your financial results. They're the evidence behind them, and they feed your business plan and pitch deck.
Market Size
Three nested markets, each an amount per year in your currency:
| Meaning | Example for a café | |
|---|---|---|
| TAM, total addressable market | Everyone with the need, times what they spend on it | Coffee bought out of home by everyone within 10 minutes' walk |
| SAM, serviceable addressable market | The part your business model can reach | Weekday mornings and lunch, takeaway plus 30 seats |
| SOM, serviceable obtainable market | What you can realistically win in 3 to 5 years | What your staff and machine can serve at capacity |
For each one, fill in how it's calculated (for example "12,400 cafés × 3,100 a year") and where the inputs came from. A number a lender can check is worth more than a big number.
Build SOM from your own capacity to sell: seats, sales staff, marketing budget. Not as a percentage of SAM.
The bars at the top show the three levels, and your first-year revenue as a share of SOM and SAM. You'll see a warning if the levels don't fit inside each other, or if your first-year revenue is larger than your SOM. Either the revenue plan is too optimistic or the SOM is too small.
Competitor Benchmark
A grid of who you're up against:
- Rows are competitors. Click + at the bottom left to add one.
- Columns are features customers choose on. Click + at the top right to add one.
- Click a cell to tick it when that competitor offers that feature.
- Click − next to any row or column to remove it.
Add yourself as the first row (for example "Us (planned)") so the gaps you're filling are easy to see. Choose features from what customers actually mention in reviews, not from your own feature list.