How big is this market really? Give me your TAM, SAM and SOM, and tell me which numbers you actually believe.?

The full executive answer

Let me define terms first, because these acronyms hide sins: TAM is total addressable market — everyone who could conceivably buy; SAM is serviceable addressable market — the slice our current product and go-to-market can actually reach; SOM is serviceable obtainable market — what we can realistically win in the planning horizon. Top-down, we sit at the intersection of three analyst-tracked categories: governance-risk-and-compliance software, board-management software, and the fast-growing AI-governance tooling segment — each independently estimated in the billions to tens of billions of dollars annually, with AI governance the fastest-growing of the three. I treat those top-down figures as directional context only, and I would encourage you to do the same.

The number I actually believe is the bottom-up SOM, because it is built from our real price list rather than an analyst chart. Our tiers run from $149 a month for a small leadership team, through $649 and $1,799, to enterprise agreements starting at $9,000 a month — roughly $1,500 to $108,000 of annual recurring revenue per organisation. There are hundreds of thousands of mid-market and enterprise boards and executive committees in English-speaking markets alone; winning a low four-digit count of organisations at a blended mid-tier price is a $10–50 million revenue business, which does not require heroic market-share assumptions — it requires execution in a category regulation is actively inflating, as the EU AI Act phases in through 2026–2027 and boards are forced to evidence AI oversight.

Honest caveat: we are pre-launch, so our SAM boundary — which segments convert, at which tier, at what sales cost — is a hypothesis we will validate with the first fifty paying organisations. I would rather give you a defensible bottom-up model with stated assumptions than a confident trillion-dollar TAM slide.