Archive: April, 2020

April 8, 2020

Part I: How reliable is Total Addressable Market (TAM) analysis?

By Amit Nath

A helpful mental model that we often incorporate into our research process at Montaka Global is Total Addressable Market (TAM) analysis. Through this process, we attempt to estimate how large the revenue opportunity is for a particular business. However, the picture isn’t quite as linear as it sounds. For example, take the advertising industry as it currently stands.


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