TAM, SAM & SOM for After‑School EdTech (India)
Market sizing and validation framework for an India-focused after-school EdTech provider—segmentation, surrogate indicators, parent insights, and investor-ready outputs.
India After-School EdTech Market Sizing
We supported an India-focused after-school EdTech provider to quantify its market opportunity. The engagement estimated the Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM), segmented by geography, board mix, economic strata, and paying capacity.
- India-level sizing with segment & city-tier breakouts
- SAM refined via surrogate indicators: MPV, MII, MEI
- SOM derived using adoption proxies & parent validation
- Outputs informed product focus, pricing, GTM & investor comms
Client name withheld; details generalized.
Key Outcomes
- Robust TAM–SAM–SOM model with scenario toggles
- Priority city clusters & cohorts for near-term adoption
- Fee-band guidance aligned to willingness-to-pay
- Investor-ready slides with defensible sizing narrative
Objectives
Clear deliverables aligned to the client's strategic and fundraising needs.
Sizing Framework
- Build transparent TAM–SAM–SOM methodology
- Segment by city-tier, board, fee bands & income
- Enable scenario planning with assumption toggles
Market Calibration
- Calibrate SAM using MPV/MII/MEI indicators
- Identify school & parent cohorts for targeting
- Estimate SOM via adoption proxies
Investor Readiness
- Benchmark competition & positioning
- Generate investor-ready slides & narrative
- Document evidence artifacts for due diligence
Approach & Framework
Structured methodology combining top-down analysis with ground-level validation.
Sizing Framework
- Top-down TAM by age cohorts & addressable households
- SAM filters: board mix, school fees, income strata & device access
- City-level MPV/MII/MEI overlays for prioritization
- SOM via adoption rates, pricing & funnel constraints
Validation & Benchmarking
- Parent discussions to test willingness-to-pay & format preferences
- Competitor scan: offerings, price points, channels & traction cues
- Investor signal check: traction thresholds & evidence artifacts
- Sensitivity analysis & scenarios (pricing, uptake, CAC)
Key Deliverables
Comprehensive artifacts ready for internal strategy and external fundraising.
Analysis Outputs
- Excel-based TAM–SAM–SOM model with assumptions panel
- Priority city/catchment list with MPV/MII/MEI snapshots
- Parent discussion guide & insights memo
Strategic Documents
- Competitor benchmarking summary & positioning implications
- Investor-ready slides & defensible sizing narrative
- 90-day adoption roadmap & metric guardrails
Indicative Timeline
6-week engagement structured for iterative refinement and stakeholder alignment.
Foundation & Data Assembly
- Framework & assumptions alignment
- Data assembly (boards, fees, cohorts)
- Early MPV/MII/MEI overlays
Validation & Model Build
- Parent discussions & competitor scan
- Model buildout & scenarios
- Interim playback to stakeholders
Refinement & Handover
- Refinements & investor-ready narrative
- Prioritized city/catchment plan
- Final handover & Q&A
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