Enter market assumptions
Sample serviceable market inputs
| Input | Example Value | Meaning |
|---|---|---|
| Total addressable market revenue | $12,000,000 | Full annual revenue across the broad category. |
| Total addressable customers | 24,000 | All potential accounts in the broad market. |
| Geographic coverage | 45% | Markets your team can actively support. |
| Industry fit | 60% | Industries aligned with your use case. |
| Company size fit | 55% | Accounts matching your ideal company size. |
| Product fit | 70% | Prospects with strong solution alignment. |
| Channel reach | 50% | Prospects reachable through your channels. |
| Buyer readiness | 40% | Prospects actively considering a purchase. |
| Target obtainable share | 18% | Expected capture inside serviceable demand. |
| Annual revenue per customer | $1,200 | Average yearly value from one customer. |
How the calculator works
This calculator narrows a broad market into a realistic serviceable market by multiplying fit and access percentages together. It then estimates the portion you may capture.
| Serviceable ratio | Geographic % × Industry % × Company Size % × Product Fit % × Channel Reach % × Buyer Readiness % |
|---|---|
| Serviceable market revenue | Total Addressable Market Revenue × Serviceable Ratio |
| Serviceable customers |
Total Addressable Customers × Serviceable Ratio
or Serviceable Market Revenue ÷ Annual Revenue per Customer |
| Obtainable revenue | Serviceable Market Revenue × Target Obtainable Share % |
| Projected future serviceable revenue | Current Serviceable Market Revenue × (1 + Growth Rate)Years |
Percent values are converted into decimals before multiplication. For example, 40% becomes 0.40.
Practical usage steps
- Enter the full annual market revenue for your category.
- Add total market customers if you know that figure.
- Estimate the percentage you can serve by geography.
- Filter by industry relevance and company size fit.
- Enter product fit, reachable audience, and buyer readiness.
- Set your expected obtainable share within the serviceable market.
- Add annual revenue per customer if customer counts are unavailable.
- Include growth rate and forecast years for forward planning.
- Click the calculate button to show results above the form.
- Use CSV or PDF export to save planning outputs.
Common questions
1. What is a serviceable market size?
It is the portion of the broad market your business can realistically serve based on geography, customer fit, product relevance, access, and demand readiness.
2. How is this different from total addressable market?
Total addressable market covers the full category opportunity. Serviceable market narrows that opportunity to the segment your company can actually target and support.
3. Why are multiple percentages multiplied together?
Each percentage acts as a filter. Multiplying them creates a layered estimate of reachable and relevant demand instead of assuming the whole market is available.
4. What if I do not know total customer count?
Leave the customer field blank and provide average annual revenue per customer. The calculator can estimate serviceable customers from revenue and account value.
5. What does obtainable share mean?
Obtainable share is the portion of the serviceable market you expect to capture through marketing, sales execution, competition, budget, and operational capacity.
6. Can I use this for B2B and B2C planning?
Yes. The same logic works for both. Adjust the filters to match your actual segmentation model, channel access, and customer qualification rules.
7. Should these percentages come from research or assumptions?
Use research whenever possible. Good sources include CRM data, campaign performance, census data, industry reports, market surveys, and sales qualification history.
8. Is the projected future market guaranteed?
No. It is a scenario estimate based on your growth assumption. Use several growth cases to compare conservative, base, and aggressive planning outcomes.