Annual Recurring Revenue

Detailed Description

The Total Addressable Market (TAM) represents the overall revenue opportunity within a specific market or industry for a particular product or service. It is a comprehensive assessment of the total demand for a product, assuming perfect market conditions and no competition constraints. TAM provides a theoretical upper limit on a business’s revenue potential if it captures 100% of the market share.

How To Calculate

To calculate it, one must multiply the total number of potential customers with the annual contract value. For instance, if a company offers data storage services with an ACV of $10,000 and has 5000 potential customers, the Total Addressable Market is 50 million.


ƒ Count(Total Number of Potential Customers) * Sum(Annual Contract Value)


There isn’t a standard benchmark for TAM. However, when a business enters a new market with a new product or service, the larger the TAM, the more opportunities the business has. Venture Capital firms often look to invest in companies with a TAM in the billions.

Related Metrics

Annual Contract Value
Customer Acquisition Cost
Customer Lifetime Value


TAM is crucial for strategic planning, helping businesses assess market potential and make informed decisions on market entry. It allows for better allocation of resources.

No, TAM assumes perfect market conditions without competition constraints. It represents the maximum potential revenue if a business captures 100% of the market share.

TAM helps businesses gauge the intensity of competition within a market and identify opportunities for differentiation.