Case Study

TAM, SAM & SOM for After‑School EdTech (India)

Last updated: 14 Sep 2025 • ~5–6 min read

Snapshot

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. Outputs informed product focus, pricing, GTM, and investor communications.

  • India‑level sizing with segment & city‑tier breakouts
  • SAM refined via surrogate indicators: Market Potential Value (MPV), Market Intensity Index (MII), Media Exposure Index (MEI)
  • SOM derived using adoption proxies and parent‑voice validation
  • Client name withheld; details generalized.

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 and a defensible sizing narrative

Objectives

  • Build a transparent sizing framework for TAM–SAM–SOM
  • Segment the market by city‑tier, board, fee bands & income strata
  • Calibrate SAM using MPV/MII/MEI and school/parent cohorts
  • Estimate SOM via adoption proxies & parent validation
  • Benchmark competition & positioning for after‑school programs
  • Generate investor‑ready outputs for fundraising conversations

Approach & Methodology

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 (guided) 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

  • Excel‑based TAM–SAM–SOM model with assumptions panel
  • Priority city/catchment list with MPV/MII/MEI snapshots
  • Parent discussion guide & insights memo
  • Competitor benchmarking summary & positioning implications
  • Investor‑ready slides & a defensible sizing narrative
  • 90‑day adoption roadmap & metric guardrails

Indicative Timeline

Weeks 1–2
  • Framework & assumptions alignment
  • Data assembly (boards, fees, cohorts)
  • Early MPV/MII/MEI overlays
Weeks 3–4
  • Parent discussions & competitor scan
  • Model buildout & scenarios
  • Interim playback
Weeks 5–6
  • Refinements & investor‑ready narrative
  • Prioritized city/catchment plan
  • Final handover