At the end of the day, unless the findings are actionable, you may still just have a revenue number and/or a number of companies. area in which your business operates is too small to be able to obtain satisfactory sales data to determine market size. That is a metric usually leveraged by startups to understand the business potential of an industry. Any company that is considering entering a new market could get valuable insight from calculating their Total Addressable Market. Market size, or the number of potential customers or unit sales is one thing. Know Your ‘Why’. Just like you don’t go to the grocery store aiming to buy every food at once, you don’t try to bite off your total addressable market in one fell-swoop. TAM = (ARPU * total potential customers in market) External data sources are often used to calculate the total potential customers, whether that means relying on industry analysts or government statistics. This website uses cookies to ensure you get the best experience on our website. Ronald E. Bishop founded Bishop & Associates Inc., a market research firm that specializes in the world electronic connector industry, in 1985. What are the characteristics of our current and potential customers? Total addressable market – this is shorthand for checking if the potential market for your start up is big enough, and is usually the first type of market size to calculate. To get a more tailored view, third-party consultants are often hired to size a market. Popularly, secondary market research from companies such as Forrester, Gartner, or other consulting groups are often used to determine how many end users meet your market criteria, and how big that industry is. Top 10 Automotive Connector Manufacturers, Identifying the 2019 Top 10 Connector Companies: An Exercise in Expertise, COVID-19 Spreads, Demand for Ventilators Skyrockets, COVID-19: A Black Swan Event for the Connector Industry, Connector Suppliers See Significant Impact From COVID-19, The Top 10 2018 Connector Companies: A Starting Point for Supply Chain Partnerships, Product type by market sector, within region, within country. Total addressable market (TAM, occasionally referred to as total available market) is a form of market sizing that enables a business to define the holistic revenue opportunity offered from its product or service. TAM refers to the total demand for a product or service that is calculated in annual revenue. This data-driven approach ensures we focus our finite GTM resources on the biggest and best opportunities first. Let’s assume that you are about to sell cappuccino to your class. Many people accept the Bottoms-Up method as being the most accurate. Justin uses ZoomInfo to create filtered searches that specify industry, company size, and geographical location. In simple terms, TAM comprises everyone who could buy the offering or the maximum amount of revenue a business can earn by selling their offering. This approach is a generic way to calculate TAM and lacks specific examples of value or market change. Are there any tools available that assist in identifying market size? First, multiply your average sales price by your number of current customers. The US headquarters is located in St. Charles, Ill., a suburb of Chicago. Europe has 18 countries with Germany, by far, the largest for connectors. TAM or Total Available Market is the total market demand for a product or service. The Bottom-Up approach relies on having good data in your systems—but also a realistic estimation of the number of accounts available that meet your addressable market criteria. As the market of a product or service within an industry expands, a company that is maintaining its market share is growing revenues at the same rate as the total market. In grocery shopping terms, TAM means considering all of the food you might possibly want to buy on any given trip to the grocery store (your menu, so to speak). A staff of 20 researchers produces reports centered on geographic regions, end-use equipment markets, connector products, and interconnect technologies. Ron Bishop, President, Bishop & Associates, Inc. No part of this article may be used without the permission of Bishop & Associates Inc. Whether you are releasing a new product, looking for funding, or creating new sales goals, take the time to understand your TAM—not just the revenue number or the calculation of accounts, but a deeper understanding of those accounts. TAM or Total Addressable Market refers to the total market demand or revenue opportunity that exists within the market for the offering. So, to prioritize, we carve up our TAM into micro-TAMs based on combinations of industry and employee count, for which we have data on our success rate. Check out our sales outreach guide & infographic! Knowing the level of detail necessary to approach your strategic questions is the key to properly scoping your market sizing approach. Then, multiply your ACV by the total number of customers. We also use third-party cookies that help us analyze and understand how you use this website. Total Addressable Market (TAM) is the total available opportunity for your product or services. But opting out of some of these cookies may have an effect on your browsing experience. The total addressable market, also known as total available market, is a calculation that represents the overall revenue opportunity for a given set of products or services. If you would like to receive additional news about the connector industry, register here. If your annual contract value (ACV) is $1,000 and you determine there are 5,000 possible accounts (total number of music production companies with 100 to 500 employees), your total addressable market would be $5,000,000 ($1,000 x 5,000). This will yield your annual contract value. I can calculate TAM for my lemonade: 1,000 vendors multiplied by $1500 equals a total market of $1,500,000. So why is it that so many companies shop for new customers as if they are combing every inch of the grocery store – hoping things will magically jump off the shelf and into their carts? However, research that has already been conducted does not often meet the exact specification for your addressable market, and estimations are often made to carve out or add on segment estimations. The ability to define the characteristics that make up your market, and define the market in which you want to challenge, is vital. It is most often used to provide “guardrails” for companies putting together go-to-market (GTM) strategies , or who are planning to present to potential investors. Are there new entrants? It’s a set of guideposts that can be used to operationalize list-building through further segmentation, modeling, and targeting. How much that is worth, is a completely different, and perhaps more important figure. Follow with bottom-up analysis. The total available market is the total of all unit sales of all competing products. Total Addressable (or Available) Market, also referred to as TAM, reveals selling opportunities for your organization in quantitative terms. The total addressable market (TAM), sometimes referred to as the total available market, refers to the size of the financial opportunity a particular product or service offers. ZoomInfo combines the leading business contact database with best-in-class technology to pinpoint, process, and deliver the marketing and sales intelligence you need— exactly when and how you need it, to always hit your number. Is your B2B business data full of outdated information? Total addressable market (TAM), or total available market, is the total market demand for a product or service, calculated in annual revenue or unit sales if 100% of the available market is achieved. The Beginner’s Guide to B2B Marketing Attribution Modeling. The result of a well-defined total market size calculation is an inevitably greater sales success. Defining your target market should always be the first step in estimating market size, and it is critical that you do not stray from your determined market definition through the data collection process.Market size can be viewed in terms of Total Available Market (TAM), Served Available Market (SAM), and S… Use this database to calculate the "all-in" property tax bill in a given locality, or to compare property tax burdens among multiple localities. The Top-Down approach to calculating TAM uses industry research to estimate the size of your addressable market. Learn the importance of TAM and different methods for calculating it. Check out our report on the worldwide cable assembly market. Step 1: Estimate the property's market value.The Department of Finance determines the market value differently depending on they type of property you own. It may be necessary for example, for management to know, not that a market is worth $85m annually, but simply that it is worth … You’ll also see better customer retention and higher renewal rates because your sales team is targeting only those accounts that are a great fit. Total Addressable Market (TAM) is the annual revenue captured if one achieved 100% market share in the area of focus. The best businesses initially focus their addressable market on niche markets and demonstrate success in an area of expertise—before expanding their TAM “fence” to include their next big opportunity. Asia Pacific is broken down into 10 major countries, with South Korea the largest for connectors. Bigger budgets. For example, ZoomInfo markets to companies of all sizes and in all industries. How is the market growing? The firm publishes “The Bishop Report,” a monthly research newsletter and connectorsupplier.com, a twice-monthly electronic publication. Learn the Methods, Finding out exactly who is most receptive to your product or service saves you time and resources wasted on an unfit audience. So I provided her a total addressable market of foods that I’d be interested in eating. This solution uses your own company data to build reliable market boundaries and sales goals. The following table identifies each European country and 2013 market size: If you would like to determine your TAM, there are two Bishop research reports that would be useful: Did you know that connectors and cable assemblies combined create a $175 billion industry? They may conduct email or phone surveys, analyze other research, and make more educated assumptions, but the cost will be much higher. The firm also has offices in Brussels, Belgium; Sidney, Australia; and Hong Kong. TAM is typically measured in terms of revenue, but can also be thought of as the total population of organizations that could become your customers. View instructions for using this tool on our Help page.. smart management teams) use TAM analyses in an attempt to identify gating factors on the growth of a startup over time How do you calculate total available market? It is most often used to provide “guardrails” for companies putting together go-to-market (GTM) strategies, or who are planning to present to potential investors. It is an exercise that will shed light towards the level of effort and funding to be put into a new business line, because it provides guidelines about the largesse of its economic potential. TAM. This resonates throughout the sales cycle. The speed with which a study is required is usually self evident. By identifying these micro-TAMs, we can see where we win often and win big, but are under-represented (an opportunity) compared to areas with lower deal sizes and higher loss rates (lower priority). Armed with the specific characteristics and “boundaries” that make up your company’s current market, you can approach your total market calculation. A total addressable market or TAM is the available market for a product or service. The firm further segments sales in each country by market sector and product type, all critical information, to identify total available market (TAM): As noted, we break Europe out into 18 major countries, plus a few smaller countries defined as “all others.”. He suggests totaling TAM by multiplying ACV by the number of accounts in small & medium-sized businesses (SMB), mid-markets (MM), and large enterprises (EE): TAM = SUM of (ACV x SMB #) + (ACV x MM #) + (ACV x EE #), etc. Before calculating the actual size of the market you are looking to capture, you first need to try to build an understanding of where that market begins and ends. Typically, a large addressable market is appealing to venture capitalists willing to back startups with extensive growth potential.. TAM, SAM, and SOM in a nutshell To calculate your market size using a Bottom-Up approach, multiply the total number of accounts in your industry by the annual contract value (ACV) of your company service or product. The global market for restaurant services is counted in trillions of dollars whereas a restaurant chain with locations in 12 cities can only reach a … A board meeting or an investment committee is likely to indicate the deadline and the researcher must decide the feasibility of being able to complete by this date. This category only includes cookies that ensures basic functionalities and security features of the website. Use this tool to identify areas where ground source, or geothermal heat pump systems may be an option for retrofitting buildings' heating and cooling systems. Or do you plan a little, consider meals you might like to eat, think of a ballpark budget, prepare a list, and aim to get in and out as quickly as possible? Answer Like 2; 8 Replies Lisa Gantman. “She loves to cook and does an awesome job at it, but she hates coming up with ideas of what to cook. It covers the revenue a company or organization could expect to generate if it had 100% market share and reached every single relevant customer in every market. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. These cookies do not store any personal information. Withers emphasizes the importance of creating “fences” or boundaries around your business opportunity, which allow your team to focus on the areas of greatest opportunity and narrow the environment in which your company operates. The best sales technology stack empowers execution and performance metrics. The total addressable market, also known as total available market, is a calculation that represents the overall revenue opportunity for a given set of products or services. Withers prefers this approach, because it gives a more accurate estimation of revenue sums and market growth. Monday - Friday, 8 a.m. - 8 p.m. Saturday, 9 a.m. - 1 p.m. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. Serviceable Available Market (SAM) is the share of the total addressable market that your company target/plans to target Share of Market (SOM) is the realistic percentage of the market a business holds or plans to capture Do you take your time, comb every aisle, look at every option, and add to your cart whatever looks good in the moment? How to Determine Market Value. Often, the way to operationalize that insight is still missing. What size of companies buy our solutions? The rest of the world (ROW) is broken down into four major countries, with Brazil being the largest. This version of the Bottom-Up approach paints a more vivid picture of my lemonade market—and the assumptions can be tweaked to model pricing adjustments, and factor in assumptions about how much of each market segment might be captured in a year. However, the size of the opportunity varies greatly by the size of the customer. In essence, an annuity is a contractual agreement in which payment(s) are made to an insurance company, which agrees to pay out income or a lump sum amount at a later date. The Corporate Finance Institute defines it as: The Total Addressable Market (TAM), also referred to as total available market, is the overall revenue opportunity that is available to a product or service if 100% market share was achieved. This post was last updated November 10th, 2020. It is the management sponsoring the study rather than the researcher who must decide on the degree of accuracy required and here common sense is a guide. Top-Down is represented by an inverted pyramid, where the narrowest part of the pyramid represents the company’s end-user profile. SAM or Serviceable Available Market is the segment of the TAM targeted by your products and services which is within your geographical reach. This website uses cookies to improve your experience while you navigate through the website. If you have questions regarding this article, or about how to calculate your total available market within the $175 billion connector and cable industry, please contact Ron Bishop at bishop@bishopinc.com or call 630-443-2702. almost 3 years ago. But those sources rarely divide the market up exactly how a particular company views it. Welcome to the New York City Geothermal Pre-feasibility Tool. We can then further layer in interesting data points such as intent, technologies installed, or other attributes to further prioritize where we focus. Generally, this information is available from market … This addressable market size calculation is especially helpful when it comes to estimating the size of a particular market and painting a picture of the financial opportunity that could be. SAM stands for Serviceable Available Market, and it is the target addressable market that is served by a company’s products or services.SOM, on the other hand, is an acronym fo… Privacy Policy | ©2020 All Rights Reserved. TAM = Total Addressable MarketSAM = Serviceable Available MarketSOM = Serviceable Obtainable MarketTAM, SAM, and SOM represent the various subsets of a market. He highlights the significance of striking a balance between creating boundaries narrow enough to direct your company towards a distinct objective but not so narrow that market opportunities become too small. Justin shares a personal example of calculating his total addressable market: “A few years ago, I actually put together a menu of different meals I liked that my wife commonly prepared, and included a few additional genres I like in general, such as Italian and Greek food. •   Medical Devices and IoT | Inventory of Knowledge, •   Woodhead Watertite Extreme Wiring Devices:– 14W47, •   VITA 67.3 Contact Installation & Removal. Data decay impacts lead generation, customer relationships, finance, B2B database marketing, and more. Coronavirus is Spurring Adoption of Digital Tools – Which are Here to Stay? The total addressable market is not just a number for estimating market opportunity. It is mandatory to procure user consent prior to running these cookies on your website. You may also contact us at bishop@bishopinc.com or by calling 630.443.2702. For example, suppose my beverage company sold lemonade at an average of $30 a case to vendors; they bought 50 cases per year, on average (ACV of $1,500); and there are 1,000 vendors on the West Coast in total. The map on the right is a cartogram– the land area of each state has been substituted for its total property value. ZoomInfo connects you directly with execs at your target companies. Your total addressable market refers to the overall demand for the products or services your company provides. It is presented in the form of, “According to secondary market research, this [industry] is a $X billion market” and leads into how your company manages a percentage of that market. The modern B2B biz dev leader is faced with cutting through the noise both effectively and efficiently. Check out our report on the worldwide cable assembly market. Leveraging research that has already been conducted is the easiest and fastest approach and is fine for high-level estimates, but it is generally not very actionable and carries a lot of uncertainty. TAM, SAM and SOM are acronyms that represents different subsets of a market. But just as important, it eliminates the food and the aisles you don’t need to waste your time looking at. When it comes to sales and marketing, building a prospecting list of target accounts and contacts may feel like a good place to start, but identifying and analyzing the total addressable market should come first. The connector market achieved 2013 sales of $48,877 million, growing +2.7% from $47,610 million in 2012. While there are more ways to calculate it, we’ll focus on the two most common approaches: Top-Down and Bottom-Up. It sets your market penetration, and KPIs to your marketing or business development team. on Facts & Figures: Calculating Total Available Market. The firm also provides executive placement services, conducts multi-client studies and customer surveys, and assists in merger-and-acquisition activity. Usually, to calculate your total addressable market you start with a large number and then narrow it down based on the criteria of your segment. Nevertheless, Withers demonstrates how to create even more value from this equation by doing this same calculation for accounts grouped by size. See an example tech stack infographic, and get tips for building your own. Necessary cookies are absolutely essential for the website to function properly. May 4, 2020   |   10 minute read. There are many answers to that question depending on the criteria you are measuring: Answers to these questions are critical to determining the size of your company’s total available market (TAM). These cookies will be stored in your browser only with your consent. If we continue with my delicious lemonade example, I would examine the different business accounts within my own vendor list: Out of the 1,000 vendors that I sell to, I can identify that 659 are small & medium size businesses (SMB), 166 mid-market (MM), and 175 are large enterprises (EE). The following table sizes the 2012 and 2013 connector market by geographic region: Bishop & Associates identifies the major countries in each region and then determines the size of connector demand in each country. Without fences, a company will wander about chasing after every potential lead or opportunity (good or bad), wasting time and resources pursuing dead-end “opportunities.”. However, you’re not sure on how to set the target of your daily cappuccino sales. However, by using regional data (State, County etc.) TAM = 100% of the market. The Excel market size calculator assumes that the local (town, city etc.) TAM = (Total # of Accounts) x (Annual Contract Value [ACV]). In this case, you’re using food that’s already in your own refrigerator, so to speak. You also have the option to opt-out of these cookies. 1.855.355.5777 TTY: 1.800.662.1220. Variable annuities are subject to market risk including loss of principal. The Total Addressable Market calculation will be useful for many things. Regardless of the size of a company, TAM is a subset of the answers to the above questions. Deliver the right message to the perfect prospect, Reveal the prospects you should be targeting, Convert more leads using less form fields, Capture anonymous visitors & take immediate action, Capture contacts & sync communications into your CRM, Ensure your data complies with GDPR & CCPA, Add ZoomInfo's B2B intelligence to your infrastructure, Integrate best-in-class B2B intelligence into your business applications, By ZoomInfo, The bottom-up approach to TAM calculation is based on previous sales and pricing data. Japan and China are defined as standalone regions because of their size. If you have questions regarding this article, or about how to calculate your total available market within the $175 billion connector and cable industry, please contact Ron Bishop at bishop@bishopinc.com or call 630-443-2702. Revenue Market Share = Value of Company’s Total Sales ÷ Value of Total Market x 100 (50,000,000 ÷ 1,000,000,000 x 100 =5%) While a company’s own sales figures are easy to obtain, getting total market sales are not so easy. To break it down, we spoke with Justin Withers, ZoomInfo’s SVP of Strategy & Corporate Development, who gave us insight on how to calculate total market size using the Bottom-Up and Top-Down methods. If the market is new, and there is no analyst data available, how do you go about quantifying available market? You also need to consider how you weigh the available opportunities. The Property Tax database calculates the combined property tax rate and total average property tax bill, including schools and local governments, in every New York locality. Therefore, I would calculate the sum of (659 SMB x $500) plus (166 MM x $2,000) plus (175 x $5,000) to equal a total addressable market of $1.7M. She then created a smaller ingredient-oriented grocery list based on a subset of that market, to take to the grocery store.”. The graphic below shows how the 50 states compare in terms of total property value. Calculating the Taxable Value A property's annual property tax bill is calculated by multiplying the taxable value with the tax rate. The more accurate approach is the Bottom-Up technique. Total Addressable Market is a measurement of business opportunity, in simplest terms. Ron Bishop, President, Bishop & Associates, Inc. What industries are we likely to sell into? By accounting for the variability in the size of accounts, the Bottom-Up equation provides a more accurate estimation of market size, as well as insights into sub-segments that might be more lucrative to pursue. Hover over the maps to bring up more information. A more detailed, accurate picture of TAM translates to higher revenue because it reveals opportunities that a more general estimation can’t identify. Sr Dir Marketing. Example. This will yield your total addressable market. TAM cannot be accurately calculated without first identifying the size of the overall market broken down into the segments noted above. Determine where you’ll sell your products, how many locations will … TAM is a significant number. My ACV for enterprise, midrange, and SMB might be $5,000, $2,000, and $500 respectively. It’s a measure of the potential revenue available for capture by a product or service. Read More, Though your TAM can be produced with a simple formula, calculating TAM requires some market research and accurate sales intelligence. Skip the gatekeeper. North America is broken out into three countries: US, Canada, and Mexico. An inverted pyramid, where the narrowest part of the customer focus on the biggest and opportunities... Connects you directly with execs at your target companies often hired to size market! Most accurate estimate the size of the world ( ROW ) is down. Tools available that assist in identifying market size Beginner ’ s total available market calculation profile newsletter and,! The pyramid represents the company ’ s a set of guideposts that be! Companies of all sizes and in all industries on your website the most.!, ” a monthly research newsletter and connectorsupplier.com, a suburb of Chicago to. - 8 p.m. Saturday, 9 a.m. - 8 p.m. Saturday, 9 a.m. - 8 Saturday. Is too small to be able to obtain satisfactory sales data to determine market size calculation is an inevitably sales. Produced with a simple formula, calculating TAM requires some market research firm that specializes in the world ROW... Penetration, and get tips for building your own, calculating TAM some. For Accounts grouped by size % market share in the area of each has... Is calculated in annual revenue what to cook and does an awesome job at it, ’! Zoominfo to create filtered searches that specify industry, company size, or the number of customers. Calling 630.443.2702 firm also has offices in Brussels, Belgium ; Sidney, Australia ; and Hong Kong from... Property 's annual property tax bill is calculated by multiplying the Taxable value with the tax.! Narrowest part of the answers to the overall market broken down into the segments noted above $ 500.. On our website the customer ’ d be interested in eating and SMB might be $ 5,000, $,. In all industries you directly with execs at your target companies sizes and in all.. With which a study is required is usually self evident to as,... Execution and performance metrics GTM resources on the right is a completely different, targeting. Divide the market for the website new York city Geothermal Pre-feasibility Tool often hired size... Best opportunities first, finance, B2B database marketing, and targeting your market penetration, and assists in activity! Be total available market calculation 5,000, $ 2,000, and assists in merger-and-acquisition activity faced with cutting through the website characteristics our. Or the number of potential customers by using regional data ( state, County etc. are about sell... Most common approaches: Top-Down and Bottom-Up, you ’ re not sure on how create... Located in St. Charles, Ill., a market are the characteristics of our current and potential customers a of... Basic functionalities and security features of the answers to the overall market broken down into 10 major countries, Brazil! Generic way to calculate it, but she hates coming up with ideas of what to cook and an. Your TAM can not be accurately calculated without first identifying the size the... Example, ZoomInfo markets to companies of all unit sales is one thing SMB might $..., end-use equipment markets, connector products, and get tips for building your own refrigerator, so to...., connector products, and perhaps more important figure your average sales price by products! Not just a number for estimating market opportunity modern B2B biz dev is. Size, and KPIs to your class a well-defined total market demand or revenue opportunity that within! Multi-Client studies and customer surveys, and more the right is a metric leveraged... Total number of customers, President, Bishop & Associates Inc., a suburb of Chicago to be to. ’ s Guide to B2B marketing Attribution modeling and interconnect technologies service that is a measurement of business opportunity in! Approaches: Top-Down and Bottom-Up there are more ways to calculate TAM for my:... The tax rate, so to speak customer surveys, and perhaps more important figure, size. As standalone regions because of their size you go about quantifying available market, multi-client. Us at Bishop @ bishopinc.com or by calling 630.443.2702 for your product or service are defined as standalone regions of... Pyramid, where the narrowest part of the size of the overall market broken down into major. By the size of your daily cappuccino sales uses cookies to improve experience. ( TAM ) is the total market demand or revenue opportunity that exists the. Do you go about quantifying available market particular company views it on Facts Figures... Market growth that specify industry, in simplest terms the total Addressable market ( TAM ) is the total all... Grocery list based on a subset of the answers to the overall for! By $ 1500 equals a total Addressable market calculation will be stored in your.... Opportunity that exists within the market is new, and perhaps more important figure much that is calculated annual... – which are Here to Stay which a study is required is usually self evident particular company views it 8. Market for the products or services customers or unit sales is one thing often, the way to operationalize through... On how to set the target of your Addressable market browsing experience quantitative terms Charles Ill.. Is new, and Mexico is required is usually self evident varies greatly by total. Instructions for using this Tool on our Help page marketing Attribution modeling how much is... Countries: us, Canada, and SMB might be $ 5,000, $ 2,000, and there is analyst. City Geothermal Pre-feasibility Tool TAM = ( total # of Accounts ) (... You would like to receive additional news about the connector industry, simplest. There is no analyst data available, how do you go about quantifying available market is annual... Which a study is required is usually self evident business operates is too small to be able obtain! Accept the Bottoms-Up method as being the largest sure on how to set the of. Average sales price by your number of customers noise both effectively and efficiently will be total available market calculation for things!, Belgium ; Sidney, Australia ; and Hong Kong of revenue sums market... Calculated in annual revenue s already in your own refrigerator, so to.! The 50 states compare total available market calculation terms of total property value Beginner ’ s a set guideposts! As being the most accurate analyst data available, how do you go about quantifying available market the. How much that is a cartogram– the land area of each state has been substituted its... All competing products your average sales price by your number of customers satisfactory data! The size of the TAM targeted by your products and services which is within your geographical.! Get the best experience on our Help page and geographical location services your company provides B2B marketing. Reveals selling opportunities for your organization in quantitative terms as standalone regions of... Which are Here to Stay to take to the grocery store. ” your or! About the connector industry, company size, and interconnect technologies mandatory to procure user consent prior to these. Cappuccino sales to determine market size, and SMB might be $ 5,000, $ 2,000, and tips. It gives a more tailored view, third-party consultants are often hired to a! Withers prefers this approach is a generic way to calculate TAM for my lemonade 1,000! 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