What is TAM SAM SOM?
TAM (Total Addressable Market) is everyone who could ever use your product. SAM (Serviceable Addressable Market) is the segment you can actually reach with your current model. SOM (Serviceable Obtainable Market) is the realistic share you can win. Investors want all three clearly defined.
How do I pick a realistic SOM for an African startup?
For seed stage, a SOM of 1–5% of SAM is credible over 3–5 years. African markets are fragmented and often require localized go-to-market strategies. Factors like language, mobile money penetration, and trust in digital products vary widely by country. Be conservative and back it with your unit economics.
Which African markets are included?
This calculator includes Nigeria, Kenya, South Africa, Ghana, Egypt, Ethiopia, Tanzania and Morocco — covering the eight largest startup ecosystems on the continent. Data includes population, internet penetration, smartphone ownership, banking penetration, middle class size, urbanisation rate, and GDP per capita.
Should I present TAM in USD or local currency?
For international investors (US/EU VCs), present in USD. For local investors and African VCs, local currency is acceptable. This calculator shows both — the local ARPU input is converted to USD using current FX rates so you can frame market size for any audience.