Purpose
- Pressure-test TAM/SAM/SOM assumptions with live product + market signals.
- Narrow to a defined SOM: the first market you can reliably serve with today’s team, features, and capacity.
- Demonstrate that leadership can access, engage, and convert in that segment.
- Cut distractions and overreach — channel resources where you can win right now.
When to Complete
- After MVP has paying users, pilots, or pre-orders with repeatable feedback.
- Before scaling sales/marketing spend beyond controlled experiments.
- Once you can clearly say: “Here is our first winnable market, and here’s proof we’re ready to launch into it.”
Proof Sections
Market Reality, With Product in Market
Who is repeatedly engaging now that the product is usable (pilot, beta, or pre-release)?
- B2B SaaS – “Piloting with 30–50 person financial services firms via CFO referrals — 25% of pilots convert to paid within 90 days.”
- B2C CPG – “Test SKUs in 6 Austin retailers; early reorders cover 70% of initial shipments.”
- Services – “Regional banks engaged in 3-month pilots; 40% of inbound now come from referrals.”
TAM / SAM / SOM (Execution Lens)
- TAM — Still large and growing? Any shifts in adoption, regulation, or behavior?
- SAM — Who can you actually serve with current ops, onboarding, and capacity?
- SOM — Where are you proving repeatable demand today? What’s the lowest-friction, highest-conversion path?SOM is not a wish list — it’s the shortest path to launch-ready traction.
- B2B SaaS – “Our SOM narrowed to CFO-led firms in financial services; pilots convert to paid within 90 days.”
- B2C CPG – “Reorder activity shows strongest pull in 3 metro markets; SOM refined to 15 early-adopter retailers.”
- Services – “Compliance-heavy midsize clients in banking/insurance are our SOM — 3 pilots signed, 2 referrals pending.”
Access Strategy (CEO & Team Signal)
What rooms, relationships, or partnerships are now delivering real opportunities?
- B2B SaaS – “CEO keynote at fintech summit → 5 inbound demos; advisor intros led to 3 pilots.”
- B2C CPG – “Founder leveraged Whole Foods supplier history → secured regional test placements.”
- Services – “COO’s past employer introduced us to 4 compliance directors; 2 pilots launched.”
Talent & Partner Attraction (Level Up)
Is the opportunity strong enough to pull in allies?
- B2B SaaS – “Former Series B VP Sales offered to join part-time.”
- B2C CPG – “Packaging supplier extended favorable terms to secure exclusivity.”
- Services – “Big 4 firm requested partnership pilots after client overlap identified.”
Execution Requirements
- ICP refined to match SOM.
- Sales/outreach mapped into CRM or tooling.
- Messaging tested directly with decision-makers.
- Evidence of repeatable signals (2+ pilots, reorders, or early paid conversions).
Domain Adaptability
Universal Goal: prove you can focus and win in a narrow SOM before expanding.
- B2B SaaS — One vertical, consistent buyer profile, pilot → paid conversion tracked.
- B2C CPG — Anchor retailers in 1–2 geographies, repeat shelf performance validated.
- Services — Defined industry/region pipeline, referenceable pilot clients fueling referrals.
Expected Output
- Revised TAM/SAM/SOM breakdown with evidence.
- Narrative + funnel showing SOM activity (pilots, reorders, pre-orders).
- Clear ownership for SOM execution (who’s chasing what, and why).
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Optional Enhancements (Pro-Level Execution)
- SOM Pipeline Tracker — CRM dashboard of pilots, leads, conversions.
- Market Access Map — Warm intros + partner channels visualized.
- Risk Gate — Automatic pause trigger if pilot → paid conversion <X%.
- Readiness Checklist — Gate doc: “we could launch tomorrow confidently.”
- Expansion Plan — Pre-baked playbook for next SOM once current segment proves out.