Sena builds TAM, SAM, and SOM from what buyers in each market paid for the category. Every figure carries the outlet, the market, and the date behind it.
A market total decides how much capital a plan can justify asking for. Three patterns push it upward, and each one survives review because the arithmetic underneath stays hidden.
A published category figure gets multiplied by an assumed penetration rate. Both halves arrive from elsewhere, and the product inherits the error in each.
A penetration rate drawn from a mature market gets applied across a region where the category is younger.
The board asks which purchases sit under the figure, and the answer points at a methodology annex held by whoever supplied it.
Sena is the decision AI with access to real-world data. It counts the people buying the category in each market and adds up what they paid, so the total assembles from purchases and holds its shape under questioning.
Sena counts category buyers in each market and reports what each segment paid over the period named.
Sena splits the total by segment, price tier, and outlet type, so the number breaks into parts a plan can act on.
Every line in the total opens to the outlet, the market, and the date behind it.
A total holds up on two things: where the buyer count came from and whether the boundary around the category stayed fixed while the count ran. Both tests apply at each of the three steps.
| The two tests | TAM | SAM | SOM |
|---|---|---|---|
| Where the buyer count came from | Purchase | Outlet and tier | Recorded share |
| Whether the boundary stayed fixed | Same product set | Same product set | Same product set |
TAM SAM SOM narrows in three steps, and each step needs its own evidence.
Sena builds the total from four collected inputs and reports which of them carried each figure.
Category spend per buyer in that market, itemised, across the period.
The shelf price the category carries, which the buyer count multiplies against.
Pack, price, and format lifted from the image, so a segment split arrives with proof.
What a buyer would pay, which tests whether the current price caps the category.
The team’s own numbers form a separate row. Board decks, planning models, point of sale, and exports connect through 250+ integrations, so own volume reads against the category total.
A total built upward starts with people and ends with a figure. A total built downward starts with a figure and leaves the people out of view.
The products a buyer treats as substitutes. The boundary sets the denominator, so it sets the total.
People in each market who bought inside that boundary over the period.
Spend per buyer, per segment, summed per market, then scaled from the contributors counted to the market’s buyer base. Sena reports the scaling factor with the total.
A total addressable market calculation methodology earns trust by staying repeatable. Sena fixes three settings and holds them across every cycle.
Stated in products and drawn from the market itself.
Held constant so two totals compare.
Counted separately and then summed, so one market can be re-read alone.
The number carries weight in three rooms: a board asking whether the opportunity justifies the spend, a finance team building the case, and an investor testing the ceiling.
Asking whether the opportunity justifies the spend.
Building the case the number has to survive.
Testing the ceiling the total claims.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to where it came from whenever a number comes under question.
Sena answers sizing questions from consumer data collected under explicit consent, then reports the total with its parts.
Sena counts every market on its own and then sums them, so one market can be reread while the rest of the total stays intact.
Sena places the recorded share held by existing players beside the total, so a ceiling arrives with the headroom underneath it.
Every line opens to the outlet, the market, and the date. Any figure in a board deck opens to the purchases that built it.
One count, reported three ways, so a plan reads the ceiling, the reachable part, and the winnable share together.
| Markets counted | 18 |
|---|---|
| Category buyers per market | 420,000 |
| Spend per buyer (USD) | 24 |
| Reachable share % | 66 |
| Winnable share of reach % | 18 |
Sena builds every figure on this page from real-world signals captured when the question needs it, from people buying the category today through to the dated capture a team opens when the board asks where the number came from.
Counts what people in each market bought inside the category boundary and what they paid, so the total assembles from money that changed hands.
Reads the price, pack, and format off images captured in real stores, which sets the price the count multiplies and the tiers it splits by.
Signal arrives from the consumer network under explicit consent. Every purchase in the count comes from a person who agreed to share it.
Brings board decks, planning models, point of sale, and exports in through 250+ integrations, so own volume reads against the category total.
Each line carries the market, the date, and the capture forward, so a total opens to the purchases underneath it.
Sena draws scattered sizing files, exports, and spreadsheets into one place, so a total reaches every record the team holds.
Four teams read the same total, and each one needs a different cut of it before they can act.
The opportunity case. Needs the ceiling with the purchases underneath it.
The capital ask. Needs a total that survives review, split by segment and market.
The story to an investor. Needs a figure that opens to its source on request.
The tier to build for. Needs the total split by price tier and outlet type.
The same upward count, read in whatever each category records as a purchase.
Category value counted from what was left in the store, split by pack and price tier.
The households already paying for the product, and what they pay each year.
Subscribers counted per market, against the tariff value each one carries.
Buyers of the category today, beside what they state they would pay tomorrow.
One mechanism, applied per market and per category. Each step is documented, which is what keeps the total defensible.
Real contributors share what they buy and pay under explicit consent, in the markets named.
Sena counts the buyers inside the category boundary and the spend each one recorded, per segment.
Each market reports on its own, then sums, with the share already held set beside it.
Most totals start from a published figure and apply an assumed rate. Sena starts from the people who bought.
| Capability area | Typical setup | Sena |
|---|---|---|
| Direction of the count | Downward from a published category figure times an assumed rate. | Upward from counted buyers times recorded spend. |
| Where the assumption sits | Inside one penetration percentage, carried across every market and left unstated. | Within the boundary drawn and the scaling applied, each stated per market. |
| Market granularity | One rate applied across a region, so young markets inherit mature figures. | Each market counted on its own, then summed. |
| Segment detail | A single total, split afterwards by rule of thumb. | Split by segment, price tier, and outlet type as the count runs. |
| Auditing the figure | A methodology annex, with the records held by the provider. | Any segment opens to the outlet, the market, and the date. |
| Headroom | Stated separately, when it appears. | Share held by existing players reported beside the total. |
| What comes back | A number in a slide. | The ceiling, its parts, and the purchases underneath each one. |
Three situations where a counted total changes the decision on the table.
Bring the ceiling with its purchases attached so a challenged figure opens in the room on the day it gets asked.
Split the total by price tier and read which one carries the value, so the range gets built where the spend already sits.
Set recorded share held by existing players beside the ceiling, so the obtainable part arrives with the total.
A counted total sets the ceiling. The four decisions below are what a strategy team asks around it.
Every strategy decision Sena answers, in one place
Which market carries the value
Ranks candidate markets on recorded spend, so the total points at where to open.
Explore market entry strategy 02The part still unserved
Names the demand inside the total that the category has yet to supply.
Explore white space analysis 03What the ceiling does next
Weighs each branch of the plan against the movement underneath the total.
Explore scenario planning 04What the category is doing
Counts category purchase per market, the same record the total assembles from.
Explore market intelligenceThe walkthrough counts the category in the markets named, splits the total into its parts, and opens the purchases behind any line while the team watches.
Tell us the category and the markets, and we will count the total from purchase.