One of the first and most persistent questions that a PM is likely to face from investors, executives/management, and team members is, “How big is the market?” Answering this question requires the PM to understand and work through common terms such as ‘total addressable market’ (TAM), ‘serviceable addressable market’ (SAM), ‘service obtainable market’ (SOM), and ‘launch addressable market’ (LAM).
