Customisable total addressable market (TAM) model for an MSP-focused vendor

Project experience | SMB IT


The problem

  • Our client wanted to assess the total addressable market (TAM) for its products and solutions that are sold to, and through, MSPs that serve the small and medium-sized business (SMB) space.

The solution

To understand the relevant market size and opportunity, we:

  • conducted two concurrent quantitative studies in 8 countries (Australia, France, Germany, Poland, Singapore, Sweden, UK and the USA). We tracked usage and spending on business continuity and disaster recovery (BCDR) processes (on-premise backup and endpoint backup), Azure Cloud Backup, remote monitoring and management software, professional service automation and managed networking. The two studies were grouped as follows:
    • MSP-focused survey of n = 625 respondents
    • SMB-focused survey of n = 850 respondents
  • built the TAM assessment model in the following three phases:
    • discovery: gathering requirements and agreeing on the process
    • development: setting up the data sources and building the model
    • evaluation: testing and fine-tuning the model.

Figure: Products included


The result

  • We applied data from our findings and from Analysys Mason’s SMB Technology Forecaster to a customisable model and established the TAM for our client’s products.
  • The final report and data were used to set sales targets for high-growth segments by business size and region. The report also supported funding discussions with existing and potential investors.

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