Market Sizing and Competitive Analysis: TAM, SAM, SOM Explained

In this episode of The Product Handbook, we break down the business fundamentals behind market sizing and competitive analysis — the toolkit every product leader, consultant, and founder should have in their back pocket.

You’ll learn:

• What TAM, SAM, and SOM actually mean — and why these acronyms matter when shaping your product strategy
• The two main methods for market sizing: top-down vs bottom-up (and how to avoid common traps in both)
• How to use market sizing to guide decisions, pitch ideas, and spot gaps in crowded markets
• Tips for applying this thinking in product roles, case interviews, or strategy sessions

If you’ve ever stared at a slide with “$30B market opportunity” and wondered how someone got that number — or how you’d build your own — this episode gives you the tools to size up your ideas with confidence.