Most TAM analyses are one-method estimates that fall apart under questioning. This template builds defensible analyses with 3 parallel methods (top-down, bottoms-up, value-theory), sourced citations, and stakeholder-ready output.
What's Included
- Top-Down Method: Reported market size × addressable segment × penetration assumption
- Bottoms-Up Method: Customer count × ACV; built from segment-level units
- Value-Theory Method: Customer pain × willingness-to-pay; defensible for new categories
- Sourced Citations: Every assumption cited (analyst report / SEC filing / customer survey)
- Sensitivity Analysis: Shows TAM range under different assumptions
- Stakeholder Output: Investor / exec / sales versions of the same underlying analysis
How To Use
- Clone this template per market analysis
- Drop in your category definition + customer segment hypothesis
- Each method gets built in its own project; cross-method comparison auto-surfaces
- Export the final analysis to PDF / Sheets for stakeholders