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Rethinking TAM: Key Insights for Founders from Jahanvi Sardana

Update The Myths of TAM: A New Perspective for Founders In the startup world, the phrase Total Addressable Market (TAM) often looms large, shaping founders’ visions and strategies. However, Jahanvi Sardana, a partner at Index Ventures, proposes a paradigm shift. Speaking recently at TechCrunch's All Stage event, Sardana highlighted that many successful startups emerged from markets that were almost non-existent at their inception. Riding the Waves of Innovation Sardana compares TAM to surfing, suggesting that entrepreneurs must be ready to ride the latest wave of technological change. "What was the market for search before Google?" she asks, challenging founders to rethink their approach. Previous waves, including the internet and cloud computing, paved the way for revolutionary changes, and she believes that artificial intelligence represents the most significant wave yet. Understanding the Different Market Mechanics Sardana categorizes market types into three distinct buckets. The first bucket, the known market, involves taking on established competitors. To succeed here, it's crucial for founders to articulate why their product outshines existing ones. The second, the emerging market, presents an opportunity for innovation within a sector that is just beginning to gain traction. A parallel example is the rise of non-alcoholic beers, which transformed into a mainstream phenomenon. Invisible Markets: Not for the Faint of Heart The final category, the invisible market, is where the real challenge lies. Sardana describes this space as "the biggest trap"—it requires founders to effectively create an entirely new market, backed by innovative thinking. Consider smartphones in 2006; at that time, the concept was largely unheard of. Founders must provide compelling evidence to attract investors and make their case. The Path Forward for Entrepreneurs For small and medium-sized business owners eager to leverage AI tools, Sardana’s insights suggest that understanding market dynamics is crucial. This knowledge not only aids in identifying potential areas for growth but also enhances the decision-making process in their operational strategies. Challenging conventional wisdom around TAM can unlock new approaches to product development, allowing entrepreneurs to navigate the complexities of their industries more effectively. As the tech landscape evolves, embracing these insights can provide a competitive edge. The greatest entrepreneurs will test the limits of market definitions and develop innovative solutions that resonate deeply with users. In a world filled with possibilities, it’s time to rethink what we consider viable markets.