Do you know metrics TAM/SAM/SOM? How would you estimate the market volume for a new product in the closed cybersecurity sphere?

The TAM, SAM, and SOM metrics help assess the market:

• TAM (Total Addressable Market) — the total market volume for a product if it were available to all potential customers.
• SAM (Serviceable Available Market) — the part of TAM that can be realistically served considering geography, segmentation, and the company's capabilities.
• SOM (Serviceable Obtainable Market) — the share of SAM that the company can realistically capture in the near future.

To estimate the market size in the closed information security sphere, one can:

1. Determine TAM through analysis of the total number of organizations needing security solutions and the average costs for such solutions.
2. Identify SAM, considering the product specifics (e.g., only for the financial sector or a specific region).
3. Estimate SOM based on the competitive environment, marketing, and sales capabilities.

For example, if the product is a specialized solution for protecting banking systems, TAM includes all banks in the region, SAM includes banks with a certain level of security, and SOM includes banks with which there are contacts and the possibility to conclude contracts within the next year.