Calculating your Servieable Addressable Market (SAM)

What is the realistic segment of the TAM you will market your product/service to?

Directions:
1. "Total # Buyers" automatically pulls your TAM from the previous sheet. You can override this with a sourced number. Either method is an option. Depends on what
data
2. Usecan
thebeAssumption
found. lines to whittle down this number to the realistic segment of the TAM you will market your product/service to. Input sources/notes for each
assumption.
3. For "Frequency of Purchase", enter the average number of times a customer will purchase this product/service in one year.
4. Enter the average price a buyer is willing ot pay for this product/service in "Average Unit Price".
Notes: Yellow shaded cells are locked for editting. Pinkish shaded cells are for inputs. Empty input figure cells should have a value of 1.

SAM Calculation Source/Notes

Total # Buyers ( 8,305,000) [1]
Assumption 1 0.021 High School Student Athletes in VA/ 177,000
Assumption 2 0.11869 High school student athletes in hampton roads (seven cities) 20,000
Assumption 3 1
Assumption 4 1
Estimated TOTAL # of Customers ( 21,094)
Frequency of Purchase 1
SAM (# of Units) ( 21,094)
Average Unit Price ($ 25.00)
SAM ($ Revenue) ($ 527,360)

Calculating your Market Share (MS)

How much of the SAM do you expect to gain as customers?
This is a gut check estimate to get you thinking about how many potential customers you need to reach, and then convert to buy your product to establish market share.

Directions:
1. Estimate the number of consumers you will reach in Year 1. In other words, how many of people in your potential market will be exposed to your product/service?
2. Input the "Estimated Conversion Rate". Who will you convert from seeing to purchasing?
Notes: Yellow shaded cells are locked for editting. Pinkish shaded cells are for inputs. Empty input figure cells should have a value of 1.

MS Calculation Source/Notes
Total SAM # Customers ( 21,094)
Total SAM $ Revenue ($ 527,360)
Goal of Customers Reached (Year 1) 0 [record sources of information or other notes to help you recall your calculation methods]
Estimated Conversion 1% [record sources of information or other notes to help you recall your calculation methods]
Customers Served (Year 1) 0
Market Share Percent 0.00%
Market Share $ Revenue ($ -  )
[1] Currently this pulls from the first tab (total # buyers of TAM). You can override this with a sourced
number. Either method is an option. Depends on what data can be found.