Contenu du cours
Module 1 — The entrepreneurial mindset & finding your idea
The entrepreneur's mindset, where good ideas come from, sources of inspiration and how to filter them.
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Adopting the entrepreneur’s mindset
14:00
Where good ideas come from: problem before solution
16:00
Sources of ideas and how to filter them
15:00
Quiz — Module 1
Module 2 — Understanding your market
Market research, competitor analysis and sizing your market.
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Running simple market research
16:00
Analysing the competition
15:00
Sizing your market: TAM, SAM, SOM
17:00
Quiz — Module 2
Module 3 — Targeting your ideal customer
Building a persona, understanding needs and pain points, writing a value proposition.
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Building your customer persona
16:00
Understanding needs and pain points
15:00
Writing your value proposition
16:00
Quiz — Module 3
Module 4 — Modelling your project
The Business Model Canvas and its 9 blocks, revenue streams and cost structure.
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The Business Model Canvas: the 9 blocks
18:00
Choosing your revenue streams
16:00
Getting your cost structure under control
15:00
Quiz — Module 4
Module 5 — Testing before you launch
The MVP, testing and pre-selling on a shoestring, and the go / no-go decision.
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The MVP: the minimal version that tests what matters
16:00
Testing and pre-selling on a shoestring
15:00
The go / no-go decision
15:00
Quiz — Module 5
Validate your business idea — from idea to project

Before launching, you need to assess whether the market is big enough to make a living from. We use three nested circles: TAM, SAM and SOM, from the broadest to the most realistic.

TAM SAM SOM TAM — total market every possible customer E.g. 5,000,000 € SAM — reachable market those you can actually serve E.g. 800,000 € SOM — realistic share what you aim for at first E.g. 60,000 €

What each one means

  • TAM (Total Addressable Market): the whole market, if everyone were a customer.
  • SAM (Serviceable Available Market): the share your offer can realistically serve (geographic area, segment).
  • SOM (Serviceable Obtainable Market): the realistic share you can capture at the start, given the competition.

A concrete calculation

Imagine an organic veg box delivery service in one city. TAM: 100,000 households × 600 € a year = 60 M€. SAM: only 20% care about organic and live in your area, so 12 M€. SOM: realistically you capture 1% in year one, which is 120,000 €. That last figure is the one that has to cover your costs and your own pay.

Key takeaway: TAM = total market, SAM = reachable market, SOM = realistic share at launch. The SOM is what tells you whether the project is viable.

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