I-TAM, i-SAM, kunye ne-SOM: Uzisebenzise njani ukukhulisa ishishini lakho

Abathengisi bemveli bahlala behlala kwiidesika zabo kwaye baqhube amanani, bahlala bebala ukubona ukuba intengiselwano iya kunceda okanye idibanise ishishini labo. Amaphulo aqhuba afana neli kulapho i-TAM, i-SAM, kunye ne-SOM-imarike efikelelekayo iyonke, imarike efumanekayo efumanekayo, kunye nemarike enokufumaneka ngenkonzo-zezinye zezona metrics zibalulekileyo ekufuneka ziqwalaselwe.

Nangona kunjalo, abathengisi ayingabo kuphela abanokusebenzisa ezi metrics ukuze bafumane amandla. Abanini bamashishini, kunye namaqela emveliso, banokuzisebenzisa ukuqikelela ukubakho kwemisebenzi eyahlukeneyo okanye ukusebenza kweminikelo emitsha.

Kubaluleke kakhulu ukuba ungahoywa, amashishini kufuneka asebenzise i-TAM, i-SAM, kunye ne-SOM ukubala yonke into ukusuka kwinzuzo ukuya kwiinjongo zokwenene zengeniso. Apha, siza kuchaza intsingiselo yazo, indlela yokubala, kunye nendlela engcono yokuzisebenzisa kwimpumelelo yeshishini.

Isiqulatho
Ukubaluleka kwe-TAM, i-SAM, kunye ne-SOM
Yintoni kwaye njani ukubala iyonke idilesi yemarike (TA)?
Yintoni kwaye nokubalwa njani imarike efumanekayo (SAM)?
Yintoni kwaye njani ukubala inkonzo efumanekayo kwimarike (SOM)?
Amanyathelo ama-5 okunceda amashishini asebenzise kakuhle i-TAM, i-SAM, kunye ne-SOM
Okukwintsusa

Ukubaluleka kwe-TAM, i-SAM, kunye ne-SOM

I-TAM, i-SAM, kunye ne-SOM zibalulekile kwizicwangciso zoshishino kunye nezicwangciso zokukhula. Ezi metrics zinokunceda ukuqonda ukuba imarike iya kuba nengeniso njani kumanqanaba ahlukeneyo esicwangciso seshishini. Ngokusebenzisa izibalo ezimbalwa ezilula, amashishini anokufumana umfanekiso ocacileyo wabaphulaphuli abajoliswe kubo kunye namathuba engeniso, okwenza kube lula ukucebisa ixabiso lombono kumaqela okanye abatyali-mali.

Ezi metrics zinxibelelene kangangokuba enye ichaphazela enye. Umzekelo, ukuba ishishini alichazi imakethi efumanekayo enokusetyenzwa, lisenokuyicingela ngokugqithisileyo, nto leyo ekhokelela kwimalike yesabelo esingenakufikeleleka esifumanekayo). Ke, i-TAM echanekileyo, i-SAM, kunye ne-SOM yokuqonda inokukhokelela ekuthathweni kwezigqibo ngokulula kunye noqikelelo olunenyani lokukhula.

Yintoni kwaye njani ukubala iyonke idilesi marketable?

Iyonke imarike enokuhoywa, okanye i-TAM, yimfuno epheleleyo kwimarike enikiweyo. Le metric ijonge ukubala eyona ngeniso inokwenziwa lishishini ukuba liyakwazi ukubamba imakethi yonke.

I-TAM ikwanceda abathengisi baqonde ukukhula kwemarike ekujoliswe kuyo kunye nendlela imveliso eya kungena ngayo kwimarike kunye nokulinganisa ukuba amashishini anendawo yokukhula kwaye aphumelele.

Indlela yokubala i-TAM

Ngaphambi kokuba amashishini abale i-TAM yawo, aya kufuna izinto ezimbini:

• Bebonke abathengi abanokubakho: Bangaphi abantu okanye amashishini anokufuna imveliso okanye inkonzo

• Ingeniso engumndilili ngonyaka ngomthengi ngamnye: Umthengi ngamnye uya kuchitha malini kwimveliso okanye inkonzo ngonyaka

Ukubala i-TAM kufuna ukuphindaphinda la manani mabini kunye:

Bebonke abathengi abanokubakho) x
Umyinge wengeniso yonyaka ngomthengi ngamnye = TAM

umzekelo

Masithi ishishini lisungula ubhaliso olusekwe kwi-app yokufaneleka. Nantsi into abaza kuyenza ukubala i-TAM:

• abathengi abanokubakho: Malunga nezigidi ezisi-8 zabantu abathanda ukomelela banomdla kwizisombululo zokuzilolonga ekhaya

• Ingeniso engumndilili ngomthengi ngamnye: US $200 ngonyaka

Ngoko ke ukubala kwe-TAM kuya kuba:

8,000,000 X 200 =US $1,600,000,000

Kule meko, i-TAM ye-fitness app yi-US $ 1.6 yezigidigidi. Nangona kunjalo, khumbula ukuba olu qikelelo lunokutshintsha ngeendlela zemarike, ukhuphiswano, kunye nokutshintsha ukhetho lwabathengi.

Yintoni kwaye nokubalwa njani imarike enokuthengiseka (SAM)

Ngenxa yezinto ezinje ngogqaliselo lweshishini okanye izithintelo zejografi, iinkampani zinokubonelela kuphela inxalenye yentengiso yazo epheleleyo enokulungiseka (TAM). Kulapho imarike enokulungiseka, okanye i-SAM, ingena khona. I-SAM inceda ukucutha inxalenye ye-TAM amashishini anokufikelela kuyo ngokwenyani, okwenza kube lula ukuseta ingeniso kunye neenjongo zentengiso xa ungena kwimarike.

Ibalwa njani iSAM

Nazi izinto ezintathu amashishini ekufuneka abenazo ngaphambi kokubala i-SAM:

• Imarike ekhoyo iyonke: Eli nani linokuba yi-TAM epheleleyo okanye iqela elincinane elinokusebenzisa imveliso okanye inkonzo

• Ipesenti onokunikezela ngayo: Isabelo esiyinyani sabathengi ishishini linokusiphatha ngokusekelwe kumthamo wabo

• Ingeniso elindelekileyo ngomthengi ngamnye: Amashishini alindele ukuba umthengi ngamnye achithe kwimveliso okanye inkonzo yakhe ngonyaka

Ukufumana i-SAM kufuna ukuphindaphinda la manani kunye:

Iyonke imarike ekhoyo x
Ipesenti onokunikezela ngayo) x
Ingeniso elindelekileyo ngomthengi ngamnye = SAM

umzekelo

Ukulandela umzekelo wobhaliso olusekelwe kwi-app yokufaneleka, nantsi indlela elo shishini eliya kubala ngayo i-SAM:

• abathengi abanokubakho: 8 yezigidi abathanda ukomelela

• Ipesenti onokunikezela ngayo: 20%

• Ingeniso elindelekileyo ngomthengi ngamnye: US$300 ngonyaka

Ukubala kwe-SAM kuya kuba:

8,000,000x0.2x500 = 800,000,000

I-SAM yentengiso ye-app yokufaneleka esekwe kubhaliso yi-US $800 yezigidi. Oku kunika amashishini imbono ecacileyo yemarike anokuthi ajolise kuyo ngokwenyani, ewanceda ekubekeni phambili ukukhula kunye nokwaba izibonelelo ngokufanelekileyo.

Yintoni kunye nendlela yokubala imarike efumanekayo efumanekayo (SOM)

Ngaphandle kokuba amashishini kuphela kokhetho kwimarike, ukubamba i-100% yemalike enokulungiselelwa idilesi phantse akunakwenzeka. Nokuba kukho umntu okhuphisana naye omnye, ukweyisela wonke umntu ukuba akhethe imveliso okanye inkonzo enye kuya kuba ngumngeni.

Ke ngoko inceda amashishini ukubala imarike yawo enokufumaneka (SOM), eqikelela ukuba bangaphi abathengi abanokuthi bakhethe unikezelo lwabo kwaye babanike umfanekiso oyinyaniso nochanekileyo wokufikelela okunokwenzeka.

Indlela yokubala iSOM

Amashishini aya kufuna izinto ezintathu ngaphambi kokubala iSOM:

• Ipesenti yabathengi onokuthi ubabonelele: Eli nani libhekisa kwisahlulo sabathengi abanokubakho ishishini elinokuthi lisingathe ngokuseta kwayo ngoku

• Ipesenti yemarike onokuthi uyibambe: Eli nani sisilayi samashishini emarike alindele ukuphumelela, ukubamba kukhuphiswano kunye neemeko zentengiso

• Ingeniso engumndilili ngonyaka ngomthengi ngamnye: Amashishini anengeniso yonyaka alindele ukufumana kumthengi ngamnye

Ifomula yokubala iSOM yile:

TAM x
Ipesenti yabathengi onokuthi ubabonelele x
Ipesenti yemarike onokuyibamba x
Umyinge wengeniso yonyaka ngomthengi ngamnye = SOM

umzekelo

Ukulandela umzekelo we-app ye-subscription-based fitness app, cinga ukuba ishishini liqalisa kwisixeko esinabathengi abazizigidi ezisi-8 (TAM). Nantsi indlela iSOM yayo eya kujongeka ngayo:

• Abathengi onokubanceda: 20%

• Isabelo semarike sinokuthathwa: 4%

• Ingeniso engumndilili ngomthengi ngamnye: US $ 500 ngonyaka

Kwaye ukubala kwe-SOM:

8,000,000 x 0.2 x 0.04 x 500 = US $32,000,000

Ke ngoko, i-SOM yobhaliso esekwe kwi-app yokufaneleka iya kuba yi-US $ 32 yezigidi. Le metric inceda ukubala intengiso eyinyani ngakumbi kunye nethagethi yokukhula.

Amanyathelo ama-5 okunceda amashishini asebenzise i-TAM, i-SAM, kunye ne-SOM

1. Chaza imarike ekujoliswe kuyo

Ngaphambi kokuntywila kwi-TAM, i-SAM, kunye ne-SOM, amashishini kufuneka achaze intengiso yawo kunye nento afuna ukuyinikezela. Isenokuba yinkonzo, imveliso, okanye umgca wemveliso. Basenokuqala ngokucacisa ukuba ngoobani na abaphulaphuli. Cinga ngeenkcukacha ezifana nezi:

• Indawo ekuyo

• Gender

• Iqela le minyaka

• Iimpawu eziphambili

• Ingxaki imveliso okanye idilesi yenkonzo

Qaphela: Okukhona amashishini ethe ngqo, kokukhona ekwazi ukubala amandla awo emarike.

2. Sebenzisa i-TAM ukufumanisa ubungakanani bemarike bubonke

Okulandelayo, lixesha lophando lwemarike. Amashishini kufuneka acacise ukuba bangaphi abathengi abanokubakho kwimarike ekujoliswe kuyo kwaye aqikelele ingeniso ukuba umntu ngamnye ebeza kuthenga imveliso.

Umzekelo, ukuba le app ikhankanywe ngentla yokufaneleka ijolise kwabasetyhini abaphakathi kweminyaka engama-20 nama-45, amashishini anokuqala ngokumisela ukuba bangaphi na abafazi abakwimarike abayinikiweyo abawela kolo luhlu. Emva koko, banokubala ukuba ingakanani ingeniso abaya kuyenza ukuba bonke abo bafazi babhalisele kwi-app.

3. Sebenzisa i-SAM ukubala ubungakanani bemarike obunokubakho

Kulo mzekelo ungasentla, khawufane ucinge ukuba ishishini ligxile ekuboneleleni ngeeseshoni zokuzilolonga eziphezulu zabasetyhini e-US Okokuqala, liya kukhangela ukuba bangaphi na abafazi abakuluhlu lobudala ekujoliswe kulo (ama-20 ukuya kuma-45 kulo mzekelo) e-US Ukusebenzisa oku, liyakwazi ukubala ingeniso enokubakho ukuba bonke abo bafazi babhalisela usetyenziso lwayo.

4. Sebenzisa i-SOM ukufumana isabelo semarike esinokufumaneka

Abasetyhini abahlala kwi-paycheck ukuba bahlawule mhlawumbi abayi kuba nomdla kwinkonzo yobhaliso ephezulu, kwaye abo baphila ubomi obuxakekileyo abanakukwazi ukuba ngabaphulaphuli ekujoliswe kubo kwishishini elingumzekelo.

Ke, ukuqikelela i-SOM kuya kufuna ukucutha imarike ekujoliswe kuyo ngokusekwe kwizinto ezifana nengeniso kunye nohlobo lomsebenzi. Emva koko, amashishini anokucokisa ukubala ngakumbi ngokuqwalasela ukuba ingakanani na loo ntengiso anokuyibamba, ethathela ingqalelo ukhuphiswano.

5. Qonda amathuba kunye nemingeni

Ngezibalo esandleni, lixesha lokuhlalutya idatha kwaye ucwangcise amanyathelo alandelayo. Qala ngokubuza le mibuzo ilandelayo:

• Kwenzeka ntoni emarikeni ngoku?

• Zeziphi abakhuphisana abaqhuba kakuhle, kwaye basilela phi?

• Ngaba kukho naziphi na izikhewu okanye iimfuno ezingafezekiyo kwiimarike?

• Ngaba kukho nawaphi na amacandelo angahoywanga?

Emva kokuba iimpendulo zale mibuzo zichongiwe, iindlela zokuthengisa zinokuphuhliswa ngendlela ejolise kumandla eshishini, ukunceda ukufikelela kubaphulaphuli ekujoliswe kubo ngempumelelo.

Okukwintsusa

Kulula ukucinga nge-TAM, i-SAM, kunye ne-SOM njengejargon yeshishini kwaye ungawahoyi njengezibalo ezintsonkothileyo. Nangona kunjalo, ukwenza oko kukwenzakalisa ishishini lakho, kwaye kufuneka babe yinxalenye ephambili yalo naliphi na iqhinga leshishini. Kungenxa yokuba bancedisa ukwenza uqikelelo malunga neziphumo kunye nokulinganisa okunokwenzeka ngaphambi kokungena kwimarike.

Kule mihla, ukufumana amathuba emarike akwanelanga; amashishini angasebenzisa ulwazi olufunyenwe kwi-TAM, i-SAM, kunye ne-SOM ukugqiba ukuba ngubani na abaphulaphuli abajoliswe kubo kunye nendlela abanokuthi babandakanyeke ngayo ngokufanelekileyo kwiimveliso zabo.