TAM

TAM stands for Total Addressable Market, the total revenue a company could theoretically achieve with a 100 percent market share within its product or market. TAM is typically used together with SAM (Serviceable Addressable Market, the part of TAM the company can realistically reach) and SOM (Serviceable Obtainable Market, the realistic share in the short term) to assess a market's size and potential.

A Danish online store selling fitness equipment can state its TAM as the total revenue of the entire Danish market for fitness equipment, regardless of how much of it the shop can actually reach.