TAM — how we size the prize
A defensible TAM / SAM / SOM for the UAE + Gulf movable-camp market — replacing the "events named in our calendar" floor with researched market size.
TAM → SAM → SOM, capped by capacity
TAM = all addressable events/year × typical deal value, across the five segments, UAE + Gulf. SAM = the slice Wander can serve today (UAE, in-season, fit). SOM = realistic capture — and one kit caps it at ~50 events/season no matter how big the TAM. The number that matters for the raise is SOM, not a vanity TAM.
1 · Method — two ways, cross-checked
- Bottom-up (primary): build a census of addressable events/year per segment from public calendars, then × typical deal value. Most defensible — every line is a named, datable event.
- Top-down (sense-check): UAE events / experiential-marketing industry size from published reports, take the share that needs overnight/VIP camping. Used only to sanity-check the bottom-up total.
2 · Sources (Firecrawl-scrapable, then verified)
| Segment | Where the count comes from |
|---|---|
| Festivals | DCT Abu Dhabi / DET Dubai / RAKTDA event calendars; festival listings; Time Out / Platinum List |
| Corporate / CSR | UAE corporate count (DMCC/JAFZA registries) × offsite frequency; MICE-industry reports |
| Wellness | Corporate wellness programmes + wellness-brand events; HR-association data |
| Car / motorsport | Yas Marina / motorsport calendar; brand-launch cadence (dealer networks) |
| Day VIP | Sports + concert calendar (Rugby 7s, golf, marathons, Coca-Cola Arena, Etihad Arena) |
| KSA (Phase 2) | Riyadh / Jeddah / Sharqiah Seasons, Diriyah, AlUla, Dakar, MDLBeast — the demand calendar already names these |
3 · The sizing table we'll produce
For each segment: addressable events/year × typical deal value = segment TAM; sum to TAM; filter to UAE-in-season-fit for SAM; apply realistic win-rate + the ~50-event capacity ceiling for SOM.
| Segment | Events/yr (researched) | Typical AED | Segment TAM |
|---|---|---|---|
| Festivals | TBR | 250,000 | TBR |
| Corporate / CSR | TBR | 40,000 | TBR |
| Wellness | TBR | 45,000 | TBR |
| Car / motorsport | TBR | 60,000 | TBR |
| Day VIP | TBR | 11,000 | TBR |
| TAM → SAM → SOM | TBR — bottom-up census, cross-checked top-down | ||
TBR = to be researched. Today the room shows only the evidenced floor (31 events named in the demand calendar). This plan turns that floor into a sized, sourced TAM.
4 · Effort
~1–2 days: Firecrawl the calendars + registries → bottom-up census → top-down sense-check → the sized table above, sourced line-by-line. Deliverable: this page populated + an Airtable / sheet of the event census.