---
name: analisis-tamension-mercado
description: Calcula el mercado total, disponible y obtenible para una oportunidad de negocio usando metodologías top-down, bottom-up y teoría de valor. Ideal para pitches a inversores y planes de negocio de startups.
license: MIT
metadata:
  id: 52dd8d74
  slug: analisis-tamension-mercado
  titulo: "Análisis de Tamaño de Mercado (TAM/SAM/SOM)"
  servicio: Consultoria-Estrategia
  categoria_recurso: Investigacion-Datos
  tipo: analisis
  nivel: intermedio
  idioma: es
  idioma_original: en
  acceso: gratis
  precio_eur: 0
  plataformas: [Claude Code, Codex CLI, OpenCode, Cursor, Gemini CLI]
  dependencias: [startup-business-analyst]
  licencia: { spdx: MIT, redistribuible: true, uso_comercial: true }
  fuente:
    repo: wshobson/agents
    url: https://github.com/wshobson/agents/tree/main/plugins/startup-business-analyst/skills/market-sizing-analysis
    commit: cc37bfd
    autor: wshobson
    nombre_original: market-sizing-analysis
    duplicados_en: []
  seguridad: { veredicto: seguro, riesgo: bajo, escaneado: "2026-06-14", motor: "grep-estatico+auditor-llm" }
  ficha:
    que_hace: "Calcula TAM, SAM y SOM para validar la oportunidad de mercado de un negocio o startup."
    como_lo_hace: "Aplica tres metodologías complementarias (top-down desde informes del sector, bottom-up desde segmentos de cliente y teoría de valor por disposición a pagar) para triangular el tamaño real del mercado."
  content_hash: "52dd8d740824969b1197215b762898e6eb2005991041a3723fb571d1bca234ca"
  version: 1.0.0
---

# Market Sizing Analysis

Comprehensive market sizing methodologies for calculating Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM) for startup opportunities.

## Overview

Market sizing provides the foundation for startup strategy, fundraising, and business planning. Calculate market opportunity using three complementary methodologies: top-down (industry reports), bottom-up (customer segment calculations), and value theory (willingness to pay).

## Core Concepts

### The Three-Tier Market Framework

**TAM (Total Addressable Market)**

- Total revenue opportunity if achieving 100% market share
- Defines the universe of potential customers
- Used for long-term vision and market validation
- Example: All email marketing software revenue globally

**SAM (Serviceable Available Market)**

- Portion of TAM targetable with current product/service
- Accounts for geographic, segment, or capability constraints
- Represents realistic addressable opportunity
- Example: AI-powered email marketing for e-commerce in North America

**SOM (Serviceable Obtainable Market)**

- Realistic market share achievable in 3-5 years
- Accounts for competition, resources, and market dynamics
- Used for financial projections and fundraising
- Example: 2-5% of SAM based on competitive landscape

### When to Use Each Methodology

**Top-Down Analysis**

- Use when established market research exists
- Best for mature, well-defined markets
- Validates market existence and growth
- Starts with industry reports and narrows down

**Bottom-Up Analysis**

- Use when targeting specific customer segments
- Best for new or niche markets
- Most credible for investors
- Builds from customer data and pricing

**Value Theory**

- Use when creating new market categories
- Best for disruptive innovations
- Estimates based on value creation
- Calculates willingness to pay for problem solution

## Detailed patterns and worked examples

Detailed pattern documentation lives in `references/details.md`. Read that file when the navigation tier above is insufficient.