Total Addressable Market (TAM) is the outermost circle, representing the grand vision of everyone you wish could use your product. Imagine if every hospital and clinic worldwide that could use an innovative, non-invasive blood glucose monitor decided to purchase your device; that’s the scale of revenue we’re talking about here. It’s about dreaming big, laying the groundwork for the ultimate impact your medical device could have on global healthcare.

Serviceable Addressable Market (SAM) narrows the focus to a more tangible reality. This segment of the market is where your product fits best, given your current business model and geographic presence. It addresses the question, “Which healthcare providers and patient groups are we most equipped to serve effectively right now?” SAM helps you target your efforts on the sectors of the healthcare system where your device will be most relevant and sought after, allowing for a more strategic approach to market penetration.

Serviceable Obtainable Market (SOM) zooms in even further, pinpointing the specific market segment you’ll target initially. This is the sector of the market where your initial sales and marketing efforts will concentrate, focusing on healthcare providers and patients who are most likely to adopt your blood glucose monitoring device in the near term. SOM is about identifying and capturing your first wave of users, setting the stage for broader adoption as your business grows and evolves, guiding your early go-to-market strategy with a focus on quick wins and foundational growth

To map out these circles, you’ve got two main tools at your disposal: the top-down and bottom-up approaches.

Top-Down: Picture yourself soaring above the earth, getting a panoramic view of the healthcare landscape. You begin with expansive industry metrics, gradually honing in on details relevant to your venture. For our innovative blood glucose monitor, this could involve assessing the worldwide market for diabetes care, then focusing on healthcare systems in specific regions like North America and drilling down to potential adoption rates in targeted areas such as Minnesota.

Bottom-Up: Now, imagine you’re on the front lines, piecing together your market’s scope one detail at a time. This method is all about nailing down your device’s price point, recognizing the healthcare providers and patient demographics most likely to invest in your technology, and estimating the quantity they’ll require. It’s a detailed strategy that leans heavily on accurate data and a solid grasp of your device’s manufacturing and distribution capabilities, ensuring you’re ready to meet the demand where it exists.

Knowing who else is fishing in your pond—and how you stack up against them—is crucial. A competition matrix can help you visualize where you stand. It’s not just about listing features; it’s about highlighting the real benefits your product offers, why it matters to your customers, and how it’s different from the other options out there.

Finally, how will you reach out and grab your target market’s attention? Whether it’s building a sales force, partnering up with distributors, or launching a direct-to-consumer campaign, understanding the best approach to connect with your audience is key. And don’t forget to measure everything: how many calls to make a sale, how many clicks to get a response, how many trials to get a subscription. These metrics are gold for fine-tuning your strategy and proving your worth to investors.

In essence, cracking the code on market size and competition is about blending big-picture thinking with focused execution. It’s a journey that requires insight, adaptability, and a clear-eyed view of where you’re headed. Welcome to the adventure of building a startup that not only survives but thrives.