I-TAM, i-SAM, ne-SOM: Ungazisebenzisa Kanjani Ukuze Ukhulise Ibhizinisi Lakho

Abakhangisi bendabuko bavame ukuhlala emadeskini abo futhi basebenzise izinombolo, njalo babale ukuze babone ukuthi ukuthengiselana kuzosiza noma kuphazamise ibhizinisi labo. Imikhankaso eqhuba njengalena kulapho i-TAM, i-SAM, ne-SOM - imakethe ephelele ekwazi ukubhekana nayo, imakethe etholakalayo etholakalayo, kanye nemakethe etholakalayo etholakalayo - okungamanye amamethrikhi abaluleke kakhulu okufanele acatshangelwe.

Kodwa-ke, akubona abakhangisi bodwa abangasebenzisa lawa mamethrikhi ukuze bazuze. Abanikazi bamabhizinisi, ngisho namathimba emikhiqizo, bangawasebenzisa ukuze babikezele amandla okusebenza okuhlukahlukene noma ukusebenza kweminikelo emisha.

Okubaluleke kakhulu ukuthi ungaziba, amabhizinisi kufanele asebenzise i-TAM, i-SAM, ne-SOM ukuze abale yonke into kusukela enzuzweni kuya emigomeni yemali engenayo engokoqobo. Lapha, sizochaza incazelo yawo, indlela yokubala, nendlela engcono yokuwasebenzisa ukuze uphumelele ibhizinisi.

Okuqukethwe
Ukubaluleka kwe-TAM, i-SAM, ne-SOM
Iyini futhi kanjani ukubala isamba semakethe ebhekekayo (TA)?
Iyini futhi kanjani ukubala isevisi etholakalayo emakethe (SAM)?
Iyini futhi kanjani ukubala isevisi etholakalayo emakethe (SOM)?
Izinyathelo ezi-5 zokusiza amabhizinisi asebenzise kangcono i-TAM, i-SAM, ne-SOM
Isiphetho sendaba

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

I-TAM, i-SAM, ne-SOM zibalulekile ezinhlelweni zebhizinisi namasu okukhula. Lawa mamethrikhi angasiza ukuqonda ukuthi imakethe izozuza kanjani ezigabeni ezihlukene zohlelo lwebhizinisi. Ngezibalo ezimbalwa ezilula, amabhizinisi angathola isifinyezo esicacile sezithameli eziqondiswe kubo namathuba emali engenayo, okwenza kube lula ukuphakamisa inani lombono emaqenjini noma kubatshalizimali.

Lawa mamethrikhi axhumene kangangokuthi eyodwa ithonya enye. Isibonelo, uma ibhizinisi lingachazi imakethe yalo etholakalayo etholakalayo, lingase liyicabangele ngokweqile, okuholela emakethe etholakalayo yesheya engenangqondo). Ngakho-ke, ukuqonda okunembile kwe-TAM, i-SAM, ne-SOM kungaholela ekwenzeni izinqumo ezishelelayo kanye nezibikezelo zokukhula ezingokoqobo.

Iyini futhi kanjani ukubala isamba semakethe ebhekekayo?

Isamba semakethe esingalungiseka, noma i-TAM, iyisamba esidingekayo emakethe enikeziwe. Le metric ihlose ukubala imali engenayo eningi ibhizinisi elingayithola uma likwazi ukuthwebula yonke imakethe.

I-TAM futhi isiza abathengisi baqonde amandla okukhula emakethe eqondiwe kanye nokuthi umkhiqizo uzongena kahle kangakanani emakethe kanye nokukala uma amabhizinisi enendawo yokukhula futhi aphumelele.

Ungabala kanjani i-TAM

Ngaphambi kokuba amabhizinisi abale i-TAM yawo, azodinga izinto ezimbili:

• Isamba esingaba amakhasimende: Bangaki abantu noma amabhizinisi okungenzeka adinge umkhiqizo noma isevisi

• Imali engenayo emaphakathi yonyaka ikhasimende ngalinye: Ingakanani imali engase isetshenziswe yikhasimende ngalinye emkhiqizweni noma kusevisi minyaka yonke

Ukubala i-TAM kudinga ukuphindaphinda lezi zinombolo ezimbili ndawonye:

Isamba esingaba amakhasimende) x
Imali engenayo emaphakathi yonyaka ikhasimende ngalinye = TAM

Isibonelo

Ake sithi ibhizinisi lethula uhlelo lokusebenza lokufaneleka olususelwe kokubhaliselwe. Nakhu abazokwenza ukubala i-TAM:

• Amakhasimende angaba khona: Cishe abashisekeli bokufaneleka abayizigidi ezingu-8 banentshisekelo ezisombululweni zokujima ekhaya

• Imali engenayo emaphakathi ngekhasimende ngalinye: US $200 ngonyaka

Ngakho ukubala kwe-TAM kuzoba:

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

Kulokhu, i-TAM yohlelo lokusebenza lokufaneleka ingu-US $1.6 billion. Kodwa-ke, khumbula ukuthi lesi silinganiso singashintsha ngamathrendi emakethe, ukuncintisana, kanye nokushintshashintsha okuthandwayo kwamakhasimende.

Iyini futhi kanjani ukubala i-serviceable addressable market (SAM)

Ngenxa yezici ezifana nokugxila kwebhizinisi noma imikhawulo yendawo, izinkampani zinganikezela kuphela ingxenye yemakethe yazo ephelele ekwaziyo ukubhekana namakheli (TAM). Yilapho imakethe elungisekayo, noma i-SAM, ingena khona. I-SAM isiza ukwehlisa ingxenye ye-TAM amabhizinisi angafinyelela kuyo ngokweqiniso, ikwenze kube lula ukusetha imigomo yemali engenayo neyokumaketha lapho ungena emakethe.

Ungabala kanjani i-SAM

Nazi izinto ezintathu amabhizinisi okufanele abe nazo ngaphambi kokubala i-SAM:

• Isamba semakethe etholakalayo: Le nombolo ingaba yi-TAM yonke noma iqembu elincane elingase lisebenzise umkhiqizo noma isevisi

• Amaphesenti ongawanikeza: Isabelo sangempela samakhasimende ibhizinisi elingasingatha ngokusekelwe kumthamo wabo

• Imali engenayo elindelwe ikhasimende ngalinye: Amabhizinisi alindele ukuthi ikhasimende ngalinye lisebenzise malini emkhiqizweni noma kusevisi yalo minyaka yonke

Ukuthola i-SAM kudinga ukuphindaphinda lezi zinombolo ndawonye:

Isamba semakethe etholakalayo x
Iphesenti ongalisebenzisa) x
Imali engenayo elindelwe ikhasimende ngalinye = SAM

Isibonelo

Ngokulandela isibonelo sohlelo lokusebenza lokufaneleka olususelwe kokubhaliselwe, nansi indlela lelo bhizinisi elizoyibala ngayo i-SAM:

• Amakhasimende angaba khona: 8 million abathanda ukuqina

• Amaphesenti ongawanikeza: 20%

• Imali engenayo elindelwe ikhasimende ngalinye: US$300 ngonyaka

Isibalo se-SAM sizoba:

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

Ngakho-ke i-SAM yemakethe yohlelo lokusebenza lokufaneleka olususelwe kokubhaliselwe ingu-US $800 wezigidi. Lokhu kunikeza amabhizinisi umbono ocacile wemakethe angayikhomba ngokweqiniso, ukuwasiza ukuthi abeke phambili ukukhula kanye nokwaba izinsiza ngempumelelo.

Iyini futhi kanjani ukubala imakethe etholakalayo etholakalayo (SOM)

Ngaphandle uma amabhizinisi kuwukuphela kwenketho emakethe, ukuthwebula u-100% wemakethe elungisekayo cishe akunakwenzeka. Ngisho noma kunombangi oyedwa nje, ukukholisa wonke umuntu ukuthi akhethe umkhiqizo noma isevisi eyodwa kuzoba inselele.

Ngakho-ke kusiza amabhizinisi ukubala imakethe yawo etholakalayo etholakalayo (SOM), ukulinganisa ukuthi mangaki amakhasimende azokhetha ukunikezwa kwawo futhi abanike isithombe esingokoqobo nesinembile salokho okungase kufinyelelwe.

Ungabala kanjani i-SOM

Amabhizinisi azodinga izinto ezintathu ngaphambi kokubala i-SOM:

• Amaphesenti amakhasimende ongawahlinzeka: Le nombolo isho ingxenye yabathengi abangaba amakhasimende ibhizinisi elingakwazi ukuyisingatha ngokusetha kwalo kwamanje

• Iphesenti lemakethe ongayithwebula: Le nombolo iwucezu lwamabhizinisi emakethe alindele ukuwina, efaka ukuncintisana nezimo zemakethe

• Imali engenayo emaphakathi yonyaka ikhasimende ngalinye: Amabhizinisi angena minyaka yonke alindele ukuzuza kukhasimende ngalinye

Ngakho-ke ifomula yokubala i-SOM ithi:

TAM x
Amaphesenti amakhasimende ongawahlinzeka x
Iphesenti lemakethe ongayithwebula x
Isilinganiso semali engenayo yonyaka ikhasimende ngalinye = SOM

Isibonelo

Ngokulandela isibonelo sohlelo lokusebenza lokufaneleka olususelwe kokubhaliselwe, cabanga ukuthi ibhizinisi liqala edolobheni elinamakhasimende angaba yizigidi ezingu-8 (TAM). Nakhu ukuthi iSOM yayo izobukeka kanjani:

• Amakhasimende ongawasiza: 20%

• Isabelo semakethe singathathwa: 4%

• Imali engenayo emaphakathi ngekhasimende ngalinye: US $ 500 njalo ngonyaka

Futhi ukubala kwe-SOM:

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

Ngakho-ke, i-SOM yohlelo lokusebenza lokufaneleka olususelwe kokubhaliselwe izoba ngu-$32 wezigidi. Le methrikhi isiza ukubala okuqondiwe kokuthengisa nokukhula okungokoqobo.

Izinyathelo ezi-5 zokusiza amabhizinisi asebenzise i-TAM, i-SAM, ne-SOM

1. Chaza imakethe eqondiwe

Ngaphambi kokungena ku-TAM, SAM, kanye ne-SOM, amabhizinisi kufanele achaze imakethe yawo nalokho afuna ukukunikeza. Kungaba isevisi, umkhiqizo, noma umugqa womkhiqizo. Bangaqala ngokucacisa ukuthi obani abalaleli. Cabanga ngemininingwane efana nale:

• Indawo

• Ubulili

• Iqembu lobudala

• Izici ezibalulekile

• Inkinga amakheli womkhiqizo noma wesevisi

Qaphela: Uma amabhizinisi ecaciswa kakhulu, kuba lula ukubala amandla awo emakethe.

2. Sebenzisa i-TAM ukuthola isamba sikasayizi wemakethe

Okulandelayo, yisikhathi socwaningo oluthile lwemakethe. Amabhizinisi kufanele acacise ukuthi mangaki amakhasimende angaba khona emakethe yawo eqondiwe futhi alinganisele imali engenayo uma ngalinye belizothenga umkhiqizo.

Isibonelo, uma uhlelo lokusebenza lokufaneleka olususelwe kokubhaliselwe olushiwo ngenhla luqondise abesifazane abaphakathi kweminyaka engu-20 no-45, amabhizinisi angaqala ngokunquma ukuthi bangaki abesifazane kumakethe yabo abawela kulolo banga. Bese, bangakwazi ukubala ukuthi ingakanani imali abangayenza uma bonke labo besifazane bebhalisela uhlelo lokusebenza.

3. Sebenzisa i-SAM ukubala usayizi wemakethe ongase ube khona

Esibonelweni esingenhla, cabanga ukuthi ibhizinisi ligxile ekunikezeni izikhathi zokujima ezisezingeni eliphezulu kwabesifazane base-US Okokuqala, lizobheka ukuthi bangaki abesifazane abangaphakathi kwebanga leminyaka eliqondiwe (ama-20 kuye kwangama-45 kulokhu) e-US Lisebenzisa lokhu, liyakwazi ukubala imali engaba khona uma bonke labo besifazane bebhalisela uhlelo lwayo lokusebenza.

4. Sebenzisa i-SOM ukuze uthole isabelo semakethe esingase sibe khona

Abesifazane abaphila ngesheke ukuze bakhokhe cishe ngeke babe nentshisekelo yesevisi yokubhalisa ephezulu, futhi labo abaphila impilo ematasa mancane amathuba okuba babe izithameli eziqondiwe zebhizinisi eliyisibonelo.

Ngakho-ke, ukulinganisa i-SOM kuzodinga ukwehlisa imakethe eqondiwe ngokusekelwe ezintweni ezifana nemali engenayo kanye nohlobo lomsebenzi. Ngemva kwalokho, amabhizinisi angathuthukisa ukubala ngokuqhubekayo ngokubheka ukuthi ingakanani yaleyo makethe angayithatha, ecabangela ukuncintisana.

5. Qonda amathuba nezinselele

Njengoba uphethe izibalo, yisikhathi sokuhlaziya idatha futhi uhlele izinyathelo ezilandelayo. Qala ngokubuza imibuzo elandelayo:

• Kwenzekani emakethe njengamanje?

• Yiziphi izimbangi ezenza kahle, futhi zihluleka kuphi?

• Ingabe akhona amagebe noma izidingo ezingafezeki emakethe?

• Ingabe akhona amasegimenti ashaywe indiva?

Uma izimpendulo zale mibuzo sezinqunyiwe, amasu okumaketha angathuthukiswa ngendlela egxile emandleni ebhizinisi, okusiza ukufinyelela izethameli eziqondiswe kuzo ngempumelelo.

Isiphetho sendaba

Kulula ukucabanga nge-TAM, i-SAM, ne-SOM njengejagoni yebhizinisi futhi ungakunaki njengezibalo eziyinkimbinkimbi. Kodwa-ke, ukwenza kanjalo kuwukulimaza ibhizinisi lakho, futhi kufanele kube yingxenye esemqoka yanoma yiliphi isu lebhizinisi. Lokho kungenxa yokuthi basiza ukwakha izilinganiso mayelana nokuphumayo kanye namandla okulinganisa ngaphambi kokungena emakethe.

Namuhla, ukuthola amathuba emakethe akwanele; amabhizinisi angasebenzisa imininingwane etholwe ku-TAM, i-SAM, ne-SOM ukuze anqume ukuthi obani ababukeli abaqondiswe kubo nokuthi bangababandakanya kanjani ngempumelelo ngemikhiqizo yabo.