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Step 7: Input your serviceable available market

Confirming or modifying the serviceable available market size.

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In this step you determine the Serviceable Available Market (SAM). This is the realistic portion of the Total Addressable Market (TAM) that applies to a specific solution. The SAM is more realistic long-term market for the solution, accounting for factors such as the market’s geographical, demographic, or psychographic characteristics. The SAM is the specific existing market that a new technology or venture will deploy into.

On this page, you will find:

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Using the CRANE tool defaults⁠

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Modify the serviceable available market⁠

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FAQs⁠

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Learn more about

market sizing, SAM and TAM⁠

from Project Frame.

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Don’t forget to save!

Your progress in the tool does not save automatically. If you are not finished inputting data for your tool, click through to the end and save the solution to your solutions. You can then go back and open the model in “My Solutions” and edit the inputs later.

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Using the CRANE tool defaults

The CRANE tool provides default SAM values based on the incumbent market technology market sizes and any available data on the future market size. The market unit is indicated in parenthesis next to the “Value” column header in the input table, as well as on the y-axis of the chart. Note that this is the market size, which represents the total units deployed or in use, not the annual sales. The

EDIT REFERENCE⁠

button on the upper right can be clicked into to view the reference used to determine the market size. Users can delete this reference and add their own if they wish to modify the SAM size with more specific or recent data.

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Modify the serviceable available market

To modify the SAM, users may wish to consider regulatory barriers, consumer preferences, infrastructure limitations, price, payback, and available capital or means of financing the solution. Other considerations may include distribution networks, production capacity, and supply constraints. Market segmentation is crucial at this step.

To determine a SAM, identify a reliable data source that measures the target market segment. This may include both clean and dirty technologies, but needs to match the incumbent emissions provided earlier. For example, if the incumbent emissions are only representative of the dirty technology, then that is the market size that should be used for the SAM. Make sure that the market units align with the Unit Impact from the prior page.

For example:

For a new EV technology, the TAM could be all road vehicles, including passenger, freight, and construction vehicles, the SAM for that solution may be passenger vehicles only. This enables a more credible and accurate unit impact analysis, e.g., using passenger vehicle weight rather than average weight across all vehicles.

For cultured beef, the TAM could be the entire beef market, including poultry, pork, lamb and other animals. The SAM could be only beef.

To input a new data set, press “clear all” values at the top of the table and then enter data for the years in which it exists and choose an interpolation method. Users may also paste in a 2 column table of years and values directly into the year box.

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Learn how to edit references

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Learn how to edit data

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FAQs

How do I know if I should use the default data in the CRANE tool?

We recommend using the default data in the CRANE tool if users are looking to do a quick assessment to get an order of magnitude for the impact. For more accurate results, we recommend looking up the references and checking the websites for more up-to-date data and adding this to the model manually. Users should always remember to update the references for the corresponding section that has been changed.

Why is most of the CRANE tool default data still from 2018-2019?

In 2018-2019, a team of researchers have manually collected data for each of the technologies and integrated these into the CRANE tool database for a total of 281 models. We will be updating many of the models and data in the near future, but currently users are expected to validate and modify the data on their own or with the help of a trusted third party.

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Using the CRANE tool defaults

Modify the serviceable available market

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