autodoc-agent-kit 1.0.0

package/src/modules/product/skills/tam-sam-som-calculator/SKILL.md

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+---
+name: tam-sam-som-calculator
+description: Calculate TAM, SAM, and SOM with explicit assumptions, methods, and caveats. Use when sizing a market for a product idea, business case, or executive review.
+intent: >-
+  Guide product managers through calculating Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM) for a product idea by asking adaptive, contextually relevant questions. Use this to build defensible market size estimates backed by real-world citations, economic projections, and population data—essential for pitching to investors, securing budget, or validating product-market fit.
+type: interactive
+---
+
+
+## Purpose
+Guide product managers through calculating Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM) for a product idea by asking adaptive, contextually relevant questions. Use this to build defensible market size estimates backed by real-world citations, economic projections, and population data—essential for pitching to investors, securing budget, or validating product-market fit.
+
+This is not a back-of-napkin guess—it's a structured, citation-backed analysis that withstands scrutiny.
+
+## Key Concepts
+
+### TAM/SAM/SOM Framework
+The three-tier market sizing model:
+
+**Total Addressable Market (TAM):**
+- The total market demand for a product or service
+- "If we captured 100% of the market, what's the revenue?"
+- Broadest possible market (no constraints)
+
+**Serviceable Available Market (SAM):**
+- The segment of TAM your company can realistically target
+- Narrowed by geography, firmographics, demographics, or product constraints
+- "Who can we actually reach with our product?"
+
+**Serviceable Obtainable Market (SOM):**
+- The portion of SAM you can realistically capture
+- Accounts for competition, market constraints, go-to-market capacity
+- "What can we capture in the next 1-3 years?"
+
+### Why This Works
+- **Top-down validation:** TAM → SAM → SOM ensures estimates are grounded in reality
+- **Investor-friendly:** Standard framework VCs and execs understand
+- **Citation-backed:** Real data sources (Census, Statista, World Bank) add credibility
+- **Adaptive:** Questions adjust based on context (B2B vs. B2C, US vs. global, etc.)
+
+### Anti-Patterns (What This Is NOT)
+- **Not a single-number guess:** "The market is $10B" without supporting data
+- **Not static:** Markets evolve—reassess annually
+- **Not a substitute for customer validation:** Market size ≠ product-market fit
+
+### When to Use This
+- Pitching to investors or execs (need market size in deck)
+- Validating product ideas (is the market big enough?)
+- Prioritizing product lines (which has bigger opportunity?)
+- Setting growth targets (what's realistic to capture?)
+
+### When NOT to Use This
+- For internal tools with captive users (no external market)
+- Before defining the problem (market sizing requires clear problem space)
+- As the only validation (pair with customer research)
+
+---
+
+### Facilitation Source of Truth
+
+Use [`workshop-facilitation`](../workshop-facilitation/SKILL.md) as the default interaction protocol for this skill.
+
+It defines:
+- session heads-up + entry mode (Guided, Context dump, Best guess)
+- one-question turns with plain-language prompts
+- progress labels (for example, Context Qx/8 and Scoring Qx/5)
+- interruption handling and pause/resume behavior
+- numbered recommendations at decision points
+- quick-select numbered response options for regular questions (include `Other (specify)` when useful)
+
+This file defines the domain-specific assessment content. If there is a conflict, follow this file's domain logic.
+
+## Application
+
+Use `template.md` for the full fill-in structure.
+
+This interactive skill asks **up to 4 adaptive questions**, offering **enumerated context-aware options** at each step. The agent adapts questions based on previous responses.
+
+---
+
+### Step 0: Gather Context (Before Questions)
+
+**Agent suggests:**
+
+Before we begin, it's helpful to have product context. If available, please share:
+
+**For Your Own Product:**
+- Website copy (homepage, product pages, value prop statements)
+- Marketing emails or landing pages
+- Product descriptions or positioning statements
+- Case studies or customer testimonials
+- Sales deck or pitch materials
+
+**If You Don't Have a Product Yet:**
+- Find a similar or adjacent product (competitor or analog)
+- Copy their website homepage, product description, or landing page
+- We'll use this as a reference point for market sizing
+
+**You can paste this content directly, or we can proceed with a brief description.**
+
+**Why this helps:**
+- Marketing materials already contain target audience, pain points, and value props
+- Analyzing real content (yours or competitors') grounds the analysis in reality
+- You can benchmark against similar products' market positioning
+
+---
+
+### Optional Helper Script (Deterministic Math)
+
+If you already have population and ARPU numbers (or a TAM estimate), you can run a deterministic helper to compute TAM/SAM/SOM and generate a Markdown table. This script does **not** fetch data or write files.
+
+```bash
+python3 scripts/market-sizing.py --population 5400000 --arpu 1000 --sam-share 30% --som-share 10%
+```
+
+---
+
+### Question 1: Problem Space
+
+**Agent asks:**
+"Based on the context you've provided (or will describe), what problem space are you exploring for market sizing?"
+
+**Offer 4 enumerated examples (user can select by number or write custom):**
+
+1. **B2B SaaS productivity** — E.g., "Workflow automation for small business operations" (like Zapier, Integromat)
+2. **Consumer fintech** — E.g., "Personal budgeting app for Gen Z users" (like Mint, YNAB)
+3. **Healthcare/telehealth** — E.g., "Mental health support for remote workers" (like BetterHelp, Talkspace)
+4. **E-commerce enablement** — E.g., "Payment processing for online sellers" (like Stripe, Square)
+
+**Or write your own problem space description based on the marketing materials you shared.**
+
+**Tip:** If you provided website copy or marketing materials, the agent can extract the problem space from phrases like:
+- "We help [target] solve [problem]"
+- "The #1 solution for [use case]"
+- Customer pain points in testimonials or case studies
+
+**User response:** [Selection or custom description]
+
+---
+
+### Question 2: Geographic Region
+
+**Agent asks:**
+"What geographic region are you targeting?"
+
+**Offer 4 enumerated options (adapted based on problem space):**
+
+1. **United States** — Best for detailed Census Bureau data, BLS stats, robust industry reports
+2. **European Union** — Use Eurostat, local statistical agencies; note GDPR/compliance considerations
+3. **Global** — World Bank, IMF data; broader but less granular
+4. **Specific country/region** — E.g., "Canada," "Southeast Asia," "Latin America"
+
+**Or specify your own region.**
+
+**User response:** [Selection or custom]
+
+**Adaptation logic:**
+- If user selected B2B SaaS (Question 1, Option 1) → Emphasize US/EU markets (mature SaaS adoption)
+- If user selected Consumer fintech (Question 1, Option 2) → Mention emerging markets (higher mobile adoption)
+
+---
+
+### Question 3: Industry/Market Segments
+
+**Agent asks:**
+"What specific industry or market segments does this problem space relate to?"
+
+**Offer 4 enumerated options (adapted based on problem space + geography):**
+
+**Example (if Question 1 = B2B SaaS, Question 2 = US):**
+1. **SMB services sector** — 5.4M businesses, $1.2T revenue (US Census, 2023)
+2. **Professional services (legal, accounting)** — 1.1M firms, $850B revenue (IBISWorld, 2023)
+3. **Healthcare providers** — 900K practices, $4T industry (BLS, 2023)
+4. **Tech/software companies** — 500K firms, $1.8T revenue (Statista, 2023)
+
+**Or describe your own industry segment.**
+
+**User response:** [Selection or custom]
+
+**Adaptation logic:**
+- If Question 1 = Consumer fintech, offer consumer segments (e.g., "Gen Z 18-25," "Millennials 25-40")
+- If Question 1 = Healthcare, offer segments (e.g., "Primary care physicians," "Therapists/counselors")
+
+---
+
+### Question 4: Potential Customers (Demographics/Firmographics)
+
+**Agent asks:**
+"Who are the potential customers affected by this problem?"
+
+**Offer 4 enumerated options (adapted based on previous answers):**
+
+**Example (if Question 1 = B2B SaaS, Question 3 = SMB services sector):**
+1. **SMBs with 10-50 employees** — 1.2M businesses, $400B revenue (Census Bureau, 2023)
+2. **SMBs with 50-250 employees** — 600K businesses, $800B revenue (Census Bureau, 2023)
+3. **Solo entrepreneurs/freelancers** — 3.5M self-employed, $200B revenue (BLS, 2023)
+4. **Service businesses with online presence** — 2M businesses, $600B e-commerce (Statista, 2023)
+
+**Or describe your own customer segment (firmographics, demographics, income, etc.).**
+
+**User response:** [Selection or custom]
+
+---
+
+### Output: Generate TAM/SAM/SOM Analysis
+
+After collecting responses, the agent generates a structured analysis:
+
+```markdown
+# TAM/SAM/SOM Analysis
+
+**Problem Space:** [User's input from Question 1]
+**Geographic Region:** [User's input from Question 2]
+**Industry/Market Segments:** [User's input from Question 3]
+**Potential Customers:** [User's input from Question 4]
+
+---
+
+## Total Addressable Market (TAM)
+
+**Definition:** The total market demand if you captured 100% of potential customers in the problem space.
+
+**Population Estimate:** [Calculated from data sources]
+- **Source:** [Citation, e.g., "US Census Bureau, 2023"]
+- **Calculation:** [Show math, e.g., "5.4M SMBs × $1.2T revenue = $1.2T TAM"]
+
+**Market Size Estimate:** $[X] billion/million
+- **Source:** [Industry report citation]
+- **URL:** [Clickable link to source]
+
+---
+
+## Serviceable Available Market (SAM)
+
+**Definition:** The segment of TAM you can realistically target with your product (narrowed by geography, firmographics, product fit).
+
+**Segment of TAM:** [User's narrowed segment from Question 4]
+
+**Population Estimate:** [Calculated]
+- **Source:** [Citation]
+- **Calculation:** [Show math, e.g., "1.2M SMBs with 10-50 employees"]
+
+**Market Size Estimate:** $[X] billion/million
+- **Source:** [Citation]
+- **URL:** [Link]
+
+**Assumptions:**
+- [List key assumptions, e.g., "Assumes 50% of SMBs have budget for automation tools"]
+
+---
+
+## Serviceable Obtainable Market (SOM)
+
+**Definition:** The portion of SAM you can realistically capture in the next 1-3 years, accounting for competition and market constraints.
+
+**Realistically Capturable Market:** [Agent's estimation based on market maturity, competition]
+
+**Population Estimate:** [Calculated]
+- **Source:** [Citation]
+- **Calculation:** [Show math, e.g., "1.2M SMBs × 5% market share (Year 1) = 60K customers"]
+
+**Market Size Estimate:** $[X] million
+- **Assumptions:**
+  - [Competition assumption, e.g., "5 major competitors, market leader has 15% share"]
+  - [GTM assumption, e.g., "Sales capacity: 50 customers/month in Year 1"]
+  - [Conversion assumption, e.g., "10% trial-to-paid conversion"]
+
+**Year 1-3 Projections:**
+- **Year 1:** [X]K customers, $[X]M revenue (5% of SAM)
+- **Year 2:** [X]K customers, $[X]M revenue (10% of SAM)
+- **Year 3:** [X]K customers, $[X]M revenue (15% of SAM)
+
+---
+
+## Data Sources & Citations
+
+- [Source 1: e.g., "US Census Bureau (2023). County Business Patterns. URL: census.gov"]
+- [Source 2: e.g., "IBISWorld (2023). Professional Services Industry Report. URL: ibisworld.com"]
+- [Source 3: e.g., "Statista (2023). SMB Software Market Size. URL: statista.com"]
+- [Add all sources used]
+
+---
+
+## Validation Questions
+
+1. **Does TAM align with industry reports?** [Compare to 3rd-party market research]
+2. **Is SAM realistically serviceable?** [Can your GTM motion reach this segment?]
+3. **Is SOM achievable given competition?** [Is 5-15% market share realistic in 3 years?]
+
+---
+
+## Next Steps
+
+1. **Validate with customer interviews:** Does the problem resonate with target segment?
+2. **Benchmark against competitors:** What market share do incumbents have?
+3. **Refine SOM based on GTM capacity:** Can sales/marketing support this growth?
+4. **Update annually:** Markets shift—reassess TAM/SAM/SOM yearly
+
+---
+
+**Would you like to refine any assumptions or explore a different segment?**
+```
+
+---
+
+## Examples
+
+See `examples/sample.md` for a full TAM/SAM/SOM analysis example.
+
+Mini example excerpt:
+
+```markdown
+**TAM:** 5.4M SMBs × $2,000 ARPA = $10.8B
+**SAM:** 1.2M SMBs × $2,000 ARPA = $2.4B
+**SOM:** 5% of SAM = $120M
+```
+
+## Common Pitfalls
+
+### Pitfall 1: TAM Without Citations
+**Symptom:** "The market is $50B" (no source)
+
+**Consequence:** Can't defend the number to investors or execs.
+
+**Fix:** Cite industry reports (Gartner, IBISWorld, Statista) with URLs.
+
+---
+
+### Pitfall 2: SOM Equals SAM
+**Symptom:** "SAM is $5B, SOM is $5B" (assuming 100% capture)
+
+**Consequence:** Unrealistic projection—no market has zero competition.
+
+**Fix:** SOM should be 1-20% of SAM in Year 1-3, accounting for competition.
+
+---
+
+### Pitfall 3: No Population Estimates
+**Symptom:** Only dollar amounts, no customer counts
+
+**Consequence:** Can't build sales/marketing plans without knowing customer volume.
+
+**Fix:** Always include population (e.g., "1.2M businesses" or "60K customers in Year 1").
+
+---
+
+### Pitfall 4: Static Assumptions
+**Symptom:** TAM/SAM/SOM calculated once, never updated
+
+**Consequence:** Stale data as markets shift.
+
+**Fix:** Reassess annually. Markets grow/shrink, competition changes, new data emerges.
+
+---
+
+### Pitfall 5: Ignoring GTM Constraints
+**Symptom:** "SOM is 50% of SAM in Year 1" (but no sales team)
+
+**Consequence:** SOM isn't realistic given GTM capacity.
+
+**Fix:** Ground SOM in GTM constraints (sales capacity, marketing budget, conversion rates).
+
+---
+
+## References
+
+### Related Skills
+- `skills/positioning-statement/SKILL.md` — TAM/SAM/SOM informs "For [target]" segment size
+- `skills/problem-statement/SKILL.md` — Problem space defines the market
+- `skills/recommendation-canvas/SKILL.md` — Market sizing informs business outcome projections
+
+### Optional Helpers
+- `skills/tam-sam-som-calculator/scripts/market-sizing.py` — Deterministic TAM/SAM/SOM calculator (no network access)
+
+### External Frameworks
+- Steve Blank, *The Four Steps to the Epiphany* (2005) — Market sizing for startups
+- Lean Startup methodology — Validate market size with experiments, not just desk research
+
+### Data Sources (For Citations)
+- **US:** US Census Bureau, Bureau of Labor Statistics, IBISWorld, Statista
+- **Europe:** Eurostat, local statistical agencies
+- **Global:** World Bank, IMF, Gartner, Forrester
+
+### Dean's Work
+- TAM/SAM/SOM Prompt Generator (multi-turn adaptive market sizing)
+
+---
+
+**Skill type:** Interactive
+**Suggested filename:** `tam-sam-som-calculator.md`
+**Suggested placement:** `/skills/interactive/`
+**Dependencies:** None (standalone interactive skill)

package/src/modules/product/skills/tam-sam-som-calculator/examples/sample.md

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+# TAM/SAM/SOM Examples
+
+### Example 1: Good TAM/SAM/SOM Analysis (B2B SaaS Workflow Automation)
+
+**Step 0 - Context Provided:**
+User shares Zapier's homepage copy:
+> "Zapier connects your apps and automates workflows. Easy automation for busy people. Move info between your web apps automatically, so you can focus on your most important work."
+
+**Question 1 Response:** "B2B SaaS productivity — Workflow automation for small business operations" (extracted from "automates workflows" and "busy people")
+**Question 2 Response:** "United States"
+**Question 3 Response:** "SMB services sector"
+**Question 4 Response:** "SMBs with 10-50 employees"
+
+---
+
+**Generated Analysis:**
+
+```markdown
+# TAM/SAM/SOM Analysis: Workflow Automation for SMBs
+
+**Problem Space:** Workflow automation for small business operations
+**Geographic Region:** United States
+**Industry/Market Segments:** SMB services sector
+**Potential Customers:** SMBs with 10-50 employees
+
+---
+
+## Total Addressable Market (TAM)
+
+**Definition:** Total US market for workflow automation tools across all business sizes.
+
+**Population Estimate:** 33.2M businesses (US Census Bureau, 2023)
+
+**Market Size Estimate:** $50B
+- **Source:** Gartner, "Business Process Automation Market, 2023"
+- **URL:** [gartner.com/business-automation-report]
+- **Breakdown:** $30B (large enterprise), $15B (mid-market), $5B (SMB)
+
+---
+
+## Serviceable Available Market (SAM)
+
+**Definition:** US SMBs (10-50 employees) in services sector that could use workflow automation.
+
+**Segment of TAM:** SMBs with 10-50 employees in services sector
+
+**Population Estimate:** 1.2M businesses
+- **Source:** US Census Bureau, "County Business Patterns, 2023"
+- **URL:** [census.gov/cbp]
+- **Calculation:** 5.4M total SMBs × 22% (10-50 employee size) = 1.2M
+
+**Market Size Estimate:** $3.6B
+- **Source:** IBISWorld, "SMB Software Market, 2023"
+- **Calculation:** 1.2M businesses × $3,000 avg spend/year = $3.6B
+- **URL:** [ibisworld.com/smb-software]
+
+**Assumptions:**
+- 50% of SMBs have budget for automation tools ($1.8B addressable)
+- Avg $3,000/year spend on software (Statista, 2023)
+
+---
+
+## Serviceable Obtainable Market (SOM)
+
+**Definition:** Market share we can realistically capture in next 3 years.
+
+**Realistically Capturable Market:** 5-15% of SAM over 3 years
+
+**Year 1 Population Estimate:** 12K customers (1% of SAM)
+- **Calculation:** 1.2M businesses × 1% = 12K
+- **Revenue:** $36M (12K × $3,000 ARPU)
+
+**Year 3 Population Estimate:** 180K customers (15% of SAM)
+- **Calculation:** 1.2M businesses × 15% = 180K
+- **Revenue:** $540M (180K × $3,000 ARPU)
+
+**Assumptions:**
+- **Competition:** 5 major players (Zapier 20% share, Integromat 10%, others <5%)
+- **GTM Capacity:** PLG motion, 1K trial signups/month in Year 1, scaling to 15K/month by Year 3
+- **Conversion:** 10% trial-to-paid conversion
+- **Churn:** 15% annual churn (industry standard for SMB SaaS)
+
+**Year 1-3 Projections:**
+- **Year 1:** 12K customers, $36M revenue (1% of SAM)
+- **Year 2:** 60K customers, $180M revenue (5% of SAM)
+- **Year 3:** 180K customers, $540M revenue (15% of SAM)
+
+---
+
+## Data Sources & Citations
+
+- US Census Bureau (2023). County Business Patterns. [census.gov/cbp]
+- Gartner (2023). Business Process Automation Market Report. [gartner.com]
+- IBISWorld (2023). SMB Software Market Analysis. [ibisworld.com]
+- Statista (2023). SMB Software Spending. [statista.com]
+
+---
+
+## Validation Questions
+
+1. **Does TAM align with industry reports?** ✅ Yes—Gartner estimates $50B total BPA market
+2. **Is SAM realistically serviceable?** ✅ Yes—PLG motion can reach 1.2M SMBs via digital marketing
+3. **Is SOM achievable given competition?** ⚠️ Stretch goal—Zapier has 20% share; 15% in Year 3 requires strong differentiation
+
+---
+
+## Next Steps
+
+1. **Validate with 20 customer interviews:** Confirm $3K/year budget exists
+2. **Benchmark against Zapier/Integromat:** Study their GTM, pricing, churn
+3. **Refine SOM based on pilot:** Run 6-month pilot, measure actual conversion/churn
+4. **Reassess annually:** SMB market growing 5%/year—update TAM/SAM annually
+```
+
+**Why this works:**
+- Citations for every data point (Census, Gartner, IBISWorld, Statista)
+- Shows math and assumptions transparently
+- Realistic SOM (1% → 5% → 15% over 3 years)
+- Identifies validation gaps ("⚠️ Stretch goal")
+
+---
+
+### Example 2: Bad TAM/SAM/SOM Analysis (No Citations, Vague)
+
+```markdown
+# TAM/SAM/SOM Analysis: Productivity Tool
+
+**TAM:** The productivity market is huge, probably $100 billion.
+
+**SAM:** We're targeting small businesses, so maybe $10 billion.
+
+**SOM:** We think we can get 1% in the first year, so $100 million.
+```
+
+**Why this fails:**
+- No citations (where did "$100B" come from?)
+- Vague segments ("small businesses" = how many? what size?)
+- No assumptions documented (1% of SAM—why?)
+- No population estimates (how many customers?)
+- No validation questions or next steps
+
+---

package/src/modules/product/skills/tam-sam-som-calculator/scripts/market-sizing.py

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+#!/usr/bin/env python3
+"""Deterministic TAM/SAM/SOM calculator.
+
+No network access. Prints a Markdown summary to stdout.
+"""
+
+import argparse
+import sys
+
+
+def parse_share(value: str) -> float:
+    raw = value.strip()
+    if raw.endswith("%"):
+        raw = raw[:-1]
+        return float(raw) / 100.0
+    return float(raw)
+
+
+def format_money(value: float, currency: str) -> str:
+    rounded = round(value, 2)
+    formatted = f"{rounded:,.2f}"
+    if formatted.endswith(".00"):
+        formatted = formatted[:-3]
+    return f"{currency}{formatted}"
+
+
+def parse_args() -> argparse.Namespace:
+    parser = argparse.ArgumentParser(
+        description="Calculate TAM/SAM/SOM from population and ARPU or a TAM value.",
+    )
+    basis = parser.add_mutually_exclusive_group(required=True)
+    basis.add_argument("--tam", type=float, help="Total Addressable Market value.")
+    basis.add_argument("--population", type=float, help="Total potential customers.")
+
+    parser.add_argument("--arpu", type=float, help="Annual revenue per customer.")
+    parser.add_argument("--sam-share", required=True, help="SAM share of TAM (0-1 or 0-100%).")
+    parser.add_argument("--som-share", required=True, help="SOM share of SAM (0-1 or 0-100%).")
+    parser.add_argument("--currency", default="$", help="Currency symbol prefix (default: $).")
+
+    args = parser.parse_args()
+    if args.population is not None and args.arpu is None:
+        parser.error("--arpu is required when using --population")
+    return args
+
+
+def validate_share(name: str, value: float) -> None:
+    if value <= 0 or value >= 1:
+        raise ValueError(f"{name} must be between 0 and 1 (exclusive).")
+
+
+def main() -> int:
+    try:
+        args = parse_args()
+        sam_share = parse_share(args.sam_share)
+        som_share = parse_share(args.som_share)
+        validate_share("sam-share", sam_share)
+        validate_share("som-share", som_share)
+
+        if args.tam is not None:
+            tam = args.tam
+            basis = f"TAM input: {format_money(tam, args.currency)}"
+        else:
+            tam = args.population * args.arpu
+            basis = (
+                f"Population x ARPU: {args.population:,.0f} x "
+                f"{format_money(args.arpu, args.currency)}"
+            )
+
+        sam = tam * sam_share
+        som = sam * som_share
+
+        print("# Market Size Summary\n")
+        print("Inputs:")
+        print(f"- {basis}")
+        print(f"- SAM share of TAM: {sam_share:.0%}")
+        print(f"- SOM share of SAM: {som_share:.0%}\n")
+        print("| Metric | Formula | Estimate |")
+        print("| --- | --- | --- |")
+        print(
+            f"| TAM | {basis} | {format_money(tam, args.currency)} |"
+        )
+        print(
+            f"| SAM | TAM x {sam_share:.0%} | {format_money(sam, args.currency)} |"
+        )
+        print(
+            f"| SOM | SAM x {som_share:.0%} | {format_money(som, args.currency)} |"
+        )
+        return 0
+    except (ValueError, argparse.ArgumentError) as exc:
+        print(f"Error: {exc}", file=sys.stderr)
+        return 1
+
+
+if __name__ == "__main__":
+    raise SystemExit(main())

package/src/modules/product/skills/tam-sam-som-calculator/template.md

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+# TAM/SAM/SOM Template
+
+Use this template to calculate market size with citations and assumptions.
+
+## Template
+```markdown
+# TAM/SAM/SOM Analysis
+
+**Problem Space:** [Description]
+**Geographic Region:** [Region]
+**Industry/Segments:** [Segments]
+**Target Customers:** [Demographics/Firmographics]
+
+## Total Addressable Market (TAM)
+- **Definition:** [What market demand represents 100% capture]
+- **Population Estimate:** [Source + number]
+- **Calculation:** [Show math]
+- **Market Size:** $[X]
+
+## Serviceable Available Market (SAM)
+- **Definition:** [Subset you can reach]
+- **Population Estimate:** [Source + number]
+- **Calculation:** [Show math]
+- **Market Size:** $[X]
+
+## Serviceable Obtainable Market (SOM)
+- **Definition:** [Realistic capture in 1-3 years]
+- **Assumption:** [Market share %]
+- **Calculation:** [Show math]
+- **Market Size:** $[X]
+
+## Sources
+- [Citation 1]
+- [Citation 2]
+```