Iyonke iMarike eDityanisiweyo: Uyiqikelela njani kunye neDatha yoMthombo

Iyonke imakethi enokuhoywa (TAM) luqikelelo lokuba yimalini onokuyifumana ukuba unokuthengisa imveliso okanye inkonzo yakho kuye wonke umthengi onokubakho kwimarike yakho.

Ifomula esisiseko yokubala i-TAM yile:

TAM = (Total Number of Potential Customers) × (Average Annual Revenue per Customer)

Ukuqonda i-TAM kukunceda ubone ubungakanani bemarike yakho kunye nesixa semali ongayenza ukuba uyibambe yonke.

I-TAM ikwayi-metric ephambili kubatyali-mali abaqalayo. Ibonisa ukuba umbono weshishini unalo na ithuba elaneleyo. Abatyali-mali bahlala bejonga i-TAM "elungile" - ayinkulu kakhulu okanye incinci kakhulu. I-TAM inkulu kakhulu isenokuthetha ukuba imarike izele lukhuphiswano olunzima, ngelixa i-TAM encinci kakhulu inokuthetha igumbi elilinganiselweyo lokukhula.

Kwesi sikhokelo, uya kufunda indlela yokuqikelela i-TAM usebenzisa iindlela ezintathu, apho abantu bahlala besenza iimpazamo, kunye nendlela yokusulungekisa uqikelelo lwakho ukuze ulwenze lucace kubatyali-mali okanye abachaphazelekayo kwaye lusebenze kwishishini lakho.

Contents

• Iindlela ezi-3 zokubala i-TAM (kunye nemizekelo)
• I-TAM vs. SAM vs. SOM
• Iimpazamo eziqhelekileyo ekubaleni i-TAM
• Ulucoca njani uqikelelo lwakho lweTAM

Iindlela ezi-3 zokubala i-TAM (kunye nemizekelo)

Kukho iindlela ezintathu zokubala i-TAM. Ngokuxhomekeke kwidatha yemarike ekhoyo, imodeli yakho yeshishini, kunye nabachaphazelekayo / abatyali-mali, kufuneka ucinge ukusebenzisa indlela yethiyori ephezulu, ezantsi, okanye yexabiso.

1. Indlela yokujonga phezulu

Indlela ephezulu-phantsi iqala ngedatha yemarike ebanzi kwaye iyancipha ukuqikelela ubungakanani bemarike yemveliso okanye inkonzo yakho ethile.

Le ndlela iluncedo xa kukho idatha ethembekileyo, ebanzi yoshishino ekhoyo.

Kusetyenziswa kwanjani

1. Qikelela ubungakanani bemarike ngokubanzi apho imveliso yakho isebenza khona, edla ngokufunyanwa kwiingxelo zeshishini okanye kuphando.
2. Faka ipesenti emele inxalenye yentengiso imveliso yakho enokuthi ifumaneke ngokwenyani.

umzekelo

Ukuba imarike ye-smartphone yehlabathi ixabisa i-500 yeebhiliyoni zeedola, kwaye usungula i-accessory entsha ye-smartphone, unokuqikelela ukuba imveliso yakho inokujolisa kwi-5% yemarike, ekunika i-TAM ye-25 yeebhiliyoni zeedola.

2. Indlela esezantsi-phezulu

Indlela esezantsi-phezulu yakha i-TAM ngokuqala ngedatha ethile, yomntu ngamnye ehambelana neshishini lakho kunye nokunyusa.

Le ndlela ilungile xa unolwazi oluneenkcukacha malunga nesiseko somthengi wakho kunye namaxabiso. Ngokwazi kwam, abatyali-mali bakhetha le ndlela, enikezela ngoqikelelo lwe-TAM oluchanekileyo nolusebenzayo.

Iintaka ezimbalwa esandleni zixabisa iibhiliyoni kwi-TAM. Iziqalo zakwangoko (ngaphambi kothotho-B) akufuneki zikhathazeke kakhulu malunga nokubala i-TAM echanekileyo. Logama nje ikwi-ballpark elungileyo kwithisisi yabo, abatyali-mali bakhathalele kakhulu malunga nokutsalwa onokuthi ubonise kunye nabathengi abahlawulayo. Yiyo loo nto i-bottom-up ikholisa ngakumbi kuneendlela ze-wavy phezulu-phantsi ezixhomekeke kuphela ekufumaneni ipayi enkulu ngokwaneleyo ukuba ibango njengentengiso yakho. 

URob Cheng, Umseki, uMcebisi weNtengiso yokuQala, uRob Cheng

Kusetyenziswa kwanjani

1. Qikelela ukuba bangaphi abathengi abanokubakho kwimarike ekujoliswe kuyo. Unokwenza oku ngokusebenzisa imithombo efana neengxelo zeshishini, idatha yobalo, okanye uphando oluvela kwimibutho ethembekileyo (imithombo yedatha eninzi ekupheleni kwenqaku).
2. Phindaphinda-phinda eli nani ngengeniso engumndilili olindele ukuyifumana kumthengi ngamnye (i-ARPU – iNgeniso engumndilili ngoMsebenzisi ngamnye).

umzekelo

Masithi unesoftware esekwe kumrhumo enceda amashishini amancinci alawule iimali zawo. Uchonga ukuba izigidi ezi-2 zamashishini amancinci anokuzuza kwisoftware yakho. Ukuba i-ARPU yakho yi-600 yeedola, i-TAM yakho iya kuba ngabathengi abazizigidi ezi-2 × i-$600 = i-1.2 yeebhiliyoni zeedola.

3. Indlela yethiyori yexabiso

Indlela yethiyori yexabiso iqikelela i-TAM ngokusekelwe kwixabiso imveliso yakho enikezela ngayo kubathengi kunye nokuba bangathanda kangakanani ukuyihlawula.

Le ndlela iluncedo ngakumbi ukuba uzisa imveliso okanye inkonzo ephazamisa iimarike ezikhoyo; ukubalwa kobungakanani bemarike yemveli isenokungabonakalisi ngokuchanekileyo amandla.

Kusetyenziswa kwanjani

1. Vavanya ixabiso okanye ugcino lweendleko oluziswa yimveliso yakho kumthengi.
2. Qikelela ukuba bangakanani abathengi abanokukulungela ukuhlawulela elo xabiso kwaye balilinganise kuyo yonke imarike.

umzekelo

Masithi uphuhlise inkqubo yokukhanyisa eyonga amandla entsha egcina iinkampani i-10,000 yeedola ngonyaka kwiindleko zamandla.

Ukuba iinkampani ze-100,000 zingasebenzisa inkqubo yakho yokukhanyisa, kwaye nganye izimisele ukuhlawula i-$ 5,000 kuyo (kuba baya kugcina i-$ 10,000), i-TAM yakho iya kuba ziinkampani ze-100,000 × i-$ 5,000 = i-$ 500 yezigidi.

Kukwakho nokhetho lwesine-umhlaba ophakathi okhankanywe ngabantu abambalwa abathe banika ukuqonda kwabo kweli nqaku.

Ndingathi eyona ndlela ingcono yokuqikelela i-TAM ihlala iyindibaniselwano yeendlela eziphezulu-ezantsi kunye nezisezantsi phezulu. Indlela ephezulu-phantsi ikunika umbono omkhulu womfanekiso usebenzisa iingxelo zoshishino kunye nophando lwemarike, ngelixa i-bottom-up ikuvumela ukuba wakhe ukusuka phantsi usebenzisa idatha yakho kunye nokuqonda kwabathengi. Le ndlela edibeneyo inceda ukulungelelanisa ubuthathaka bendlela nganye. 

UAron Whittaker, I-VP yesiZukulwana seMfuno kunye neNtengiso, i-Arhente yokuPhumelela

I-TAM vs. SAM vs. SOM

Unokuhlangabezana ne-TAM, i-SAM, kunye nesigama se-SOM kwaye kufuneka usisebenzise ukuba umtyalo-mali ucela.

Abantu abakhetha le ndlela baphatha i-TAM njengenombolo "yephayi esibhakabhakeni" kwaye bayicokise ngakumbi nge-SAM kunye neenxalenye zayo ze-SOM.

• TAM (Imakethi eDityanisiweyo iyonke) yimarike iyonke ukuba ungathengisa kumntu wonke, yonke indawo. Ithuba lakho elikhulu elinokwenzeka.
• I-SAM (iMarike eDityanisiweyo ngeNkonzo) yinxalenye ye-TAM onokuthi uyijolise ngokwenyani ngokusekelwe kwindawo osebenza kuyo kwaye imveliso yakho yeyabani. Umzekelo, ukuba uyivenkile yekofu yasekhaya kwisiXeko saseNew York, i-SAM yakho inokuba ngabasela ikofu e-NYC, ayingabo bonke abasela ikofu kwihlabathi liphela.
• I-SOM (Inkonzo efumanekayo kwiMarike) liqhekeza lenyani le-SAM onokuthi uliphumelele, uqwalasela ukhuphiswano namandla akho. Ukuqhubela phambili nomzekelo wevenkile yekofu, i-SOM yakho inokuba linani labathengi onokuthi ubatsale ngokwenyani kubumelwane bakho, unikwe izinto ezifana nabakhuphisana abakufutshane, iminikelo yakho ekhethekileyo, kunye nemizamo yokuthengisa.

Iimpazamo eziqhelekileyo ekubaleni i-TAM

I-TAM iqhele ukusetyenziselwa ukwenza ibali elinyanzelisayo malunga nokukhula okunokwenzeka, ngoko kulula ukuba nethemba eligqithisileyo kwaye wenze iimpazamo ezinokwenza i-TAM yakho ibonakale ngcono.

Nanku umzekelo. Ndisebenzise isixhobo esibala i-TAM ngokuzenzekelayo ngokusekelwe kwi-URL ukufumana ubungakanani bemarike ye-netflix.com. Isixhobo sindixelele ukuba kukho abantu abayi-7B “abayifunayo (…) nokuba abafuni okanye abanakho ukuthenga” kunye ne-6.3B ekulungele ukuyithenga. Into endifumana kunzima ukuyikholelwa kuba kukho abantu abaqikelelwa kwi-5.3B abanokufikelela kwi-intanethi kwihlabathi liphela.

Kwakhona, indlela isixhobo esichaza ngayo abathengi bam abanokubakho ayivakali iyandiqinisekisa, nokuba, makube kusengqiqweni.

Ezinye iimpazamo omele uziphephe:

• Ukuwela "kumgibe wayo yonke into". Oku kuxa amashishini ecinga ukuba imveliso okanye inkonzo yabo inokubhenela wonke umntu kwimarike, ekhokelela ekubeni babale i-TAM ngokusekelwe kubaphulaphuli ababanzi kakhulu.
• Ukulinganisa ingxaki endaweni yemarike. Oku kwenzeka xa amashishini egxininisa kwinani lilonke labantu abanokuxhamla kwisisombululo sabo ngaphandle kokuqwalasela ukuba bangaphi abazimisele ngokwenene ukusihlawula.
• Ukuhoya iintsingiselo zemarike kunye nokutshintsha. Imarike inokukhula okanye ikhontrakthi, ukhetho lwabathengi lunokutshintsha, imimiselo karhulumente inokuchaphazela imarike, njl.

Ulucoca njani uqikelelo lwakho lweTAM

Imithombo yedatha eyisiseko yezibalo ze-TAM ziingxelo zeshishini onokuzifumana kwiiplatifti ezifana ne-Statista kunye nedatha yobalo (njengedatha yobalo lwase-US). Nangona kunjalo, kukho ezinye iindawo apho unokukhangela iinkcukacha ezithe kratya.

Phonononga imakethi usebenzisa idatha yokukhangela

Uphendlo lwedatha lulwazi malunga nokuba abantu bajonge ntoni kwi-intanethi. Inokukunceda ukuba uqonde ukuba abathengi bafuna ntoni, apho umdla ukhula khona, kwaye yeyiphi imimandla esebenza kakhulu.

Iindlela zikaGoogle zibonelela ngedatha simahla. Umzekelo, unokujonga ukuba ngaba umdla kukutya okusekelwe kwizityalo usenamandla kwaye apho e-US ungafumana abona bathengi abaninzi.

Kodwa yindlela esi sixhobo esiya ngayo. Awuyazi ukuba yeyiphi na amagama athi "ngaphakathi" kwisihloko okanye ukuba igama eliphambili lidume kangakanani (amanani kwiGoogle Trends ahlobene). Kwakhona, ngamanye amaxesha uGoogle akayi kuba nayo idatha, njengegama elithi "ubhaliso lokutya komntwana".

Kungenjalo, ungasebenzisa Ahrefs. Ndiqinisekile ukuba uya kufumana amagama ophando amaninzi apho kunye neengongoma ezininzi zedatha. Makhe ndikuthabathele kwimizekelo emithathu.

Ukulinganisa imfuno ngevolumu yokukhangela

Umthamo wokukhangela uqikelelo lwenani eliqhelekileyo lenyanga lokukhangela igama elingundoqo kwiinyanga ze-12 zamva nje zedatha.

Imiqulu ephezulu yokukhangela icebisa imarike enkulu enokubakho. Imiqulu yokukhangela ephantsi, cebisa imarike encinci (okanye kuya kufuneka ube nobuchule obungakumbi bokufumana abathengi).

Ngokomzekelo, ngelixa i-Google Trends ingenayo idatha "ngokubhaliswa kokutya komntwana", i-Ahrefs' Keywords Explorer ibonisa ukuba kukho uphendlo oluqikelelwayo lwe-1.2K ngenyanga e-US yelo xesha. Ngaphezu koko, ikubonisa uqikelelo lwelo gama lingundoqo.

Ukuba uceba ukuqalisa ishishini elitsha kule niche, uya kufuna iingxoxo ezinyanzelisayo ukuthethelela uqikelelo oluphezulu lwe-TAM, kuba imfuno yangoku yolu hlobo lwenkonzo ibonakala iphantsi.

Funda ukuba abantu bafuna ntoni kwaye bajonge njani

Uphando lwegama elingundoqo lunokuxelela ukuba abantu bafuna ntoni kumazwe. Konke okufuneka ukwazi ngamabinzana ambalwa abanzi anxulumene nemveliso yakho.

Umzekelo, kwiimveliso ezisekwe kwizityalo, ungachwetheza nje "kwisityalo-esekwe, i-vegan" kwaye emva koko uye kwingxelo yemigaqo yokuTshatisa ukubona ukuthandwa kweentlobo ezithile zeemveliso. Ungabona kwakhona ukuba imfuno yezi mveliso ikhulile okanye iwile kwiinyanga ezintathu ezidlulileyo.

Ke, ukuba ufumanisa ukuba imfuno yeemveliso ezininzi ze-vegan inyukile, unokucinga ukuba i-TAM yakho iya kwanda kungekudala kuba abantu abaninzi babonakala benomdla.

Unokusebenzisa isixhobo ukuguqulela ngokuzenzekelayo la magama angundoqo kwaye ubone ukuba yeyiphi imigaqo yokukhangela abantu abayisebenzisayo ukufumana iimveliso ezifanayo kwihlabathi jikelele kunye nokuba zithandwa kangakanani.

Kwaye ukuba awuqinisekanga ukuba ngawaphi amagama angundoqo abanokusebenzisa abantu ukufumana imveliso okanye inkonzo efana neyakho, sebenzisa nje ingcebiso ye-AI.

Funda kwabo bakhuphisana nabo

Ngokufunda amagama angundoqo abakhuphisana nabo abajolise kuwo, unokutyhila i-niches okanye iindawo apho imfuno iphezulu kodwa ukhuphiswano luphantsi.

Umzekelo, yithi uyinkampani ye-SaaS enikezela ngesixhobo solawulo lweprojekthi. Ukuba usebenzise i-Ahrefs'Site Explorer, uya kufumanisa ukuba omnye wabakhuphisana nabo bakwinqanaba elifana ne "software yolawulo lweprojekthi yobunjineli". Oku kungabonisa imarike ye-niche enezidingo ezizodwa, apho kukho imfuno enkulu kodwa ukhuphiswano oluncinci.

Ngelixa ukuyo, yiya kwi-Organic Competitors ithebhu ukubona ukuba ngubani omnye okhuphisanayo ngabaphulaphuli abafanayo. Amathuba kukuba, unokufumana abantu abatsha abanokuthi bakhuphisane nabo.

Sebenzisa iifayili ze-S-1 kunye neengxelo zekota ezivela kwiinkampani zoluntu

Iingxelo zekota zeenkampani zoluntu (i-10-Q) kunye ne-S-1/F-1 yokufayilisha inika idatha etyebileyo yokuqikelela i-TAM. Banikezela ngocalucalulo oluneenkcukacha lwengeniso ngomgca wemveliso, ummandla wejografi, kunye necandelo lentengiso, kunye nokuqonda kwisabelo semarike kunye namandla okukhula.

Ngokomzekelo, ukuba inkampani ivelisa i-500 yezigidi zeedola kwinkonzo ethile kwaye ibango i-10% yeemarike, unokuqikelela i-TAM kwi-5 yeebhiliyoni zeedola.

Zombini ezi ngxelo zinokubonelela ngesikhokelo kwiindlela zokukhula ezizayo, ukunceda uqikelelo lwenguquko ye-TAM yakho.

Ungasebenzisa i-AI njenge-ChatGPT ukuhlalutya amaxwebhu akho (anokuba nzima kakhulu). Nalu uhlalutyo lwesampulu yokufakwa kwe-F-500 ngaphezulu kwamaphepha angama-1 yinkampani ye-Esports.

Udliwano-ndlebe nabathengi abanokubakho

Ngelixa iingxelo zikunika amanani amakhulu, ukuthetha nabantu bokwenyani kukunika ulwazi olusebenzayo olufunekayo ukulungisa olo qikelelo.

• Ngokuthetha ngokuthe ngqo kubathengi, unokulinganisa ukuba ngaba bayayifuna ngokwenene imveliso yakho kunye nokuba kunokwenzeka kangakanani na ukuyamkela.
• Udliwano-ndlebe lukunceda ukuba unciphise amacandelo abathengi abanomdla kakhulu kwisisombululo sakho. Mhlawumbi ayinguye wonke umntu ofanelekileyo, kodwa ukuba amashishini athile okanye ubungakanani benkampani bubonisa umdla ongakumbi, unokujolisa i-TAM yakho kuloo macandelo.
• Ukubuza abathengi ukuba bahlawula ntoni na ngemveliso yakho kukunika idatha yokwenyani. Ukuba uyazi ukuba abathengi bakho abajoliswe kuyo bazimisele ukuchitha ntoni, unokuphinda-phinda oko ngenani labathengi abafanayo ukuqikelela amandla akho engeniso kwaye ucokise i-TAM yakho.

Sebenzisa i-PitchBook kutyalo-mali kunye nedatha yemarike

I-PitchBook ibonelela ngedatha yentengiso ebanzi kunye neendlela zotyalo-mali. Ibonelela ngolwazi oluthembekileyo kuqingqo-maxabiso lwemarike, imijikelo yenkxaso-mali, kunye nokukhula koshishino, okukunceda ukuba ulinganise ubungakanani obupheleleyo kunye nokukhula okunokwenzeka kwemarike.

I-PitchBook ikwanceda ukuchonga abadlali abaphambili, ikwenza kube lula ukuqikelela ukuba ingakanani intengiso ethe yabanjwa ngoku kwaye yintoni engekasetyenziswa.

Umzekelo, ngokusekelwe kuqikelelo lwasemva kwe-Stripe lwe-152 yeebhiliyoni zeedola kunye ne-30% yesabelo semarike esicingelwayo, i-TAM ye-Stripe iya kuba malunga ne-506.67 yeebhiliyoni zeedola (TAM = ixabiso / isabelo semarike).

Ezinye izixhobo zeenkampani ze-SaaS

Ukuba uku-SaaS, kukho imithombo embalwa eyongezelelekileyo yedatha onokuthi uyifumane iluncedo ngakumbi: Isiseko sedatha esakhiwe nge-BuiltWith kunye ne-Latka SaaS.

I-BuiltWith sisixhobo esibonisa ukuba zeziphi iitekhnoloji ezisetyenziswa ziiwebhusayithi. Esi sixhobo sikhulu ukuchonga umthengi wakho ofanelekileyo kuba unokubona ukuba zeziphi iinkampani ezisebenzisa izixhobo ezithile okanye amaqonga ahambelana nemveliso yakho.

Sidenote.Iprofayile yomthengi ofanelekileyo (ICP) yinkcazelo eneenkcukacha yohlobo lwenkampani okanye umntu onokuthi axhamle kakhulu kwimveliso okanye inkonzo yakho. Kuluncedo kakhulu kwindlela esezantsi ukuya phezulu ukubala ubungakanani bemarike, njengoko ikunceda ukuba ugxile kumacandelo athile emarike abaluleke kakhulu kwishishini lakho. 

Ngenisa umntu okhuphisana naye kwi-BuiltWith, kwaye ujonge uluhlu lwabathengi babo. Umzekelo, nazi ezinye zeesayithi ezisebenzisa i-Salesforce. Ungaluhlela uluhlu ngabasebenzi okanye itrafikhi ukuze ufumane ubungakanani benkampani ocinga ukuba ungakhwela kuyo. 

Okulandelayo yiLatka SaaS Database. Ukuba awukwazi ukufumana inkampani ye-SaaS kwi-PitchBook okanye i-BuiltWith, kukho ithuba lokuba uyifumane kwiLatka. Yi-database ethe ngqo ye-SaaS elandelela iimetrics ezifana nengeniso, ukukhula kwabathengi, amazinga e-churn, kunye nenkxaso-mali yamawaka eenkampani.

Ukwazi ingeniso yalowo ukhuphisana nabo kunye nenani labathengi ababasebenzelayo kunokukunceda ukuba uqikelele ngcono ubungakanani bemarike yakho enokubakho.

• Sebenzisa i-ARPU okanye i-ACV (Ixabiso leSivumelwano soNyaka) ukuqikelela iimetriki zakho zexesha elizayo.
• Sebenzisa ingeniso yomntu okhuphisana naye okanye ixabiso kwaye usebenzise uqikelelo lwesabelo semarike ukubala i-TAM.

Iingcamango zokugqibela

Khumbula, i-TAM ekugqibeleni luqikelelo. Kungokwemvelo ukuba ucime kancinci, kwaye kuya kufuneka uphinde uphonononge unyaka nonyaka, emva kotshintsho olukhulu kwimarike okanye emva kokwazisa iimveliso ezintsha.

Ngokubanzi, izibalo ze-TAM azichanekanga kakhulu. Okona kulungileyo, uthembele kwizinto eziguquguqukayo ezaziwayo kancinci (inani labathengi abanokubakho kunye nexabiso eliphakathi lobomi bomthengi). Amashishini atshintsha ngokukhawuleza kangangokuba izibalo ze-TAM zinokungabinamsebenzi kwisithuba seenyanga.

UJames Oliver, Umseki, Oliver.com

Eyona nto ibaluleke ngaphezu kwenani elichanekileyo yindlela esemva kokubala kwakho kwe-TAM. Indlela ecingisiswe kakuhle ibonisa ukuba ulithatha nzulu kangakanani ishishini kunye neenzame ozenzileyo ekuqondeni imarike.

Ngaba unemibuzo okanye izimvo? Ndifumane kwi-LinkedIn.

Umthombo ovela Ahrefs

Ukuziphendulela: Ulwazi oluchazwe ngasentla lunikezelwa ngu-ahrefs.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso. I-Cooig.com ikhupha ngokucacileyo naliphi na ityala lokwaphulwa kwelungelo lokushicilela umxholo.