Entry 4: The Hunt for the TAM

Is the market big enough? Can I afford the time and resources? What does the worst outcome scenario look like? Can I withstand that scenario?

To tackle the first question we need a market definition and estimation. As noted in Crossing the Chasm, we cannot simply estimate the coffee market and claim to capture x% of that market. I could easily claim that 10% of coffee drinkers will use this product, the U.S…