Marketing Blog & Tools

Why this matters in El Paso

• The region skews young, family-oriented, and bilingual. Your addressable market changes dramatically when your brand speaks to both English- and Spanish-first audiences. Census.govCensus Data

• Local discovery still starts online: consumers rely heavily on Google to find and judge nearby businesses; reviews and local results drive most first impressions. BrightLocal

How the calculator works (TAM → SAM → SOM)

• TAM (Total Addressable Market): Start with your total city/metro audience (e.g., households or population in your service radius).

• SAM (Serviceable Available Market): Narrow to people who realistically could consider you (location, budget, category fit).

• SOM (Serviceable Obtainable Market): What you can reasonably win in 12 months after accounting for real-world reach and conversion.

• In your tool: enter the city/metro size → estimate Addressable % (SAM) → estimate Reachable % (channels you can actually hit) → estimate Capture % (wins over 12 months). The bars show how the pie shrinks from TAM to SOM.

How to apply this to your business (quick steps)

• Define your radius (e.g., 15–25 minutes’ drive for service businesses). Use the calculator’s Total Market Size to enter people or households inside that radius (city QuickFacts is a starting point). Census.gov

• Set SAM % by reality checks: capacity, price point, bilingual support, and category demand.

• Set Reachable % by channels you’ll actually deploy (GBP, search ads, social, email, field sales).

• Set Capture % using last year’s win-rates or a conservative 2–8% starter range.

• Re-run quarterly as you expand coverage (e.g., add Spanish creative, improve reviews, expand hours).

What the numbers tell you

• A small lift in Reachable % (e.g., launching Spanish ads & GBP updates) often moves SOM more than a bigger ad budget with no targeting changes.

• Your SOM is the annual reality check: if SOM ≪ sales goals, you either need a wider radius, a new segment, or stronger conversion levers (offers, reviews, faster follow-up).