TAM, SAM and SOM - Real-Projects-Digitalization/RPD-Defendo GitHub Wiki

Potential Available Market (PAM):

Identification: The PAM refers to future market opportunities that could be unlocked through expanded services or expansion-based developments. This includes additional features, development of new markets (e.g., offices, gyms, or public facilities), and increased brand awareness and acceptance.

Expansion Opportunities: If your startup develops its technology further or establishes partnerships with government institutions, the PAM could grow significantly, including much larger markets such as international markets or partnerships with major technology providers to expand the use of your app.

Number: Total amount of TAM = 48.159 + 18.014 public institutions and authorities (Germany) / 7.759 public institutions and authorities (austria) / estimate amount 2.150 (Switzerland) = In Total 76.082

Source: Öffentliche Fonds, Einrichtungen und Unternehmen | Datenreport 2021 | bpb.de, Öffentlicher Sektor - STATISTIK AUSTRIA - Die Informationsmanager,

Total Addressable Market (TAM)

Identification: The total market could encompass all educational institutions that need to address safety concerns regarding women's restrooms, as well as schools and universities looking to implement a digital student ID system.

Size: The TAM includes all schools, universities, and potentially public institutions interested in similar security solutions. This could mean millions of potential establishments worldwide.

Number: 428 Universities + 32.758 Schools (Germany) / 41 Universities + 5.920 Schools (Austria) / 12 Universities + 9.000 Schools (Switzerland) = In Total 48.159

Source: Hochschulen in Deutschland | Statista, Allgemeinbildende Schulen in Deutschland bis 2024 | Statista, Schulen in Österreich | Statista, Liste der Universitäten und privaten Hochschulen in Österreich – Wikipedia, Universitäten und ETH — Bildungssystem Schweiz, Schulen nach Bildungsstufe

Serviceable Available Market (SAM)

Identification: The SAM is the portion of the TAM that you can currently address with your products, based on your existing business model, resources, and geographic focus.

Size: Suppose your startup initially focuses on universities and schools within your country or a specific region to simplify the technology's implementation and support. This might include hundreds or thousands of institutions.

Number: For the beginning probably arround 10 - 15% =_ 4.815 - 7.224 Schools and Universities_

Serviceable Obtainable Market (SOM)

Identification: The SOM is the segment of the SAM that you can realistically capture in the short to medium term. This takes into account the current competition, your market strategy, and the resources available for implementation and customer support.

Size: If your startup can acquire, for example, 10% of the addressed universities and schools in the SAM as customers, you could end up with several dozen to a hundred institutions.

Number: 482 - 723 Schools/Universities