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Why Founders Should Rethink TAM: Insights from Jahanvi Sardana

Update Beyond TAM: Rethinking Market Potential for Startups In the ever-evolving landscape of entrepreneurship, total addressable market (TAM) often dominates discussions among startup enthusiasts. Founders are frequently under pressure to define their TAM, an exercise that can be both intimidating and misleading. However, as Jahanvi Sardana, a partner at Index Ventures, eloquently pointed out during the TechCrunch 2025 All Stage event in Boston, the emphasis on TAM can obscure the real opportunities for innovation and growth. Riding the Waves of Market Evolution Sardana likened the startup journey to surfing. Just as surfers must master their skills to take advantage of the natural waves, entrepreneurs must recognize and adapt to market trends that can often seem elusive. She highlighted previous technological revolutions—such as the advent of the internet, the rise of mobile, and the rapid expansion of cloud computing—to illustrate how the most successful companies emerged from markets that were initially overlooked or underestimated. Understanding Different Market Categories Sardana categorized markets into three buckets: known, emerging, and invisible. The known market exists and generally has established players. Founders aiming to enter this space must clearly articulate why their offering is superior. For instance, consider the competitive toothbrush market—entrepreneurs need to explain how their product improves the status quo. The emerging market represents sectors where a niche product demonstrates promise, like non-alcoholic beer before it gained widespread acceptance. The real challenge lies in the invisible market, which Sardana deemed the 'biggest trap.' Here, entrepreneurs are tasked not just with entering a market but with creating one—an endeavor exemplified by the launch of smartphones in 2006, a product whose potential was not immediately apparent. Why Focus on Product-Market Fit As Sardana pointed out, amidst discussions of TAM, what truly matters is whether founders are building a product that meets a genuine market need. The concept of product-market fit focuses on the alignment between a product and its intended user base, underscoring its importance over mere market size. Founders should prioritize fine-tuning their offerings to ensure they resonate with users, rather than fixating solely on market numbers that may not tell the entire story. The Role of Innovation in Startup Success In light of Sardana's insights, it becomes clear that the path to successful business startups isn’t necessarily paved with defined market segments. It often requires visionaries ready to innovate, taking risks to disrupt existing markets or create entirely new ones. Entrepreneurs should leverage their creativity and understanding of social dynamics to identify and exploit emerging trends. Moreover, the current landscape emphasizes the use of technology, such as artificial intelligence, which presents unprecedented opportunities for startups willing to dive into the unknown. These technological advancements can redefine health care, education, and even entertainment, urging founders to explore uncharted territories. Key Insights for Aspiring Entrepreneurs For those eager to start their businesses, understanding the market landscape is vital. Instead of outlining a lengthy business startup checklist, focus on a few essential strategies: Identify Your Niche: What gap does your product fill? Analyzing the chosen market type can reveal untapped potential. Build for Fit: Develop your product based on customer feedback to ensure it meets actual needs. Embrace Change: Markets evolve; understanding these shifts can help adapt your business model effectively. Concluding Thoughts The insights shared by Sardana resonate deeply within the startup community, emphasizing the dynamism of entrepreneurship. As the industry navigates waves of technological change, founders are reminded that their path doesn't always require a clearly defined TAM. Instead, it must prioritize product-market fit, innovation, and an understanding of market dynamics. By fostering such an approach, aspiring entrepreneurs can not only thrive but also pave the way for groundbreaking business startups. As you consider your own entrepreneurial journey, reflect on these perspectives and strive to forge a unique path that defies conventional expectations.