The market is £4bn. You can reach £26m of it.

Total addressable market is a ceiling, not a plan, and the distance between the two is where growth budgets quietly disappear.

By Steve 5 min read
Abstract bridge artwork for The market is £4bn. You can reach £26m of it.

A growth plan that opens with a large market number is usually a plan with a hole in the middle. The number is often accurate. The category really is worth £4bn. What follows, “we only need 1% of it”, is where the reasoning stops being reasoning and becomes arithmetic dressed as strategy. One per cent of a large market is not a small target. It is a claim that a specific set of buyers, in a specific window, will choose you over whoever they are currently paying. The market size…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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