Tam Builder

TAM Builder

The complete "who should we sell to and how big is the opportunity?" workflow. Chains ICP identification, Apollo-powered company discovery, ICP scoring, company enrichment, and persona watchlist into a single end-to-end TAM build.

Quick Start

Build a TAM for [company]. We sell [product] to [target]. Focus on [geo/industry/size].

With existing ICP:

Build a TAM for [client]. ICP is already defined. Use config at skills/capabilities/tam-builder/configs/[client].json.

Refresh existing TAM:

Refresh the TAM for [client]. Re-score, find new companies, deprecate stale ones.

Inputs

Step-by-Step Process

Phase 1: Context & ICP Definition

Check if ICP already exists:

clients/<client>/icp/

If ICP exists: Load it, confirm segments look current, summarize for the user. Skip to Phase 2.

If no ICP exists: Run icp-identification:

1. Research the company — product, pricing, customers, positioning
2. Analyze existing customers (from reviews, case studies, testimonials)
3. Identify 3-5 ICP segments with firmographic criteria:
   • Industry verticals
   • Company size (employee count ranges)
   • Geography
   • Funding stage / company maturity
   • Tech stack signals
   • Pain points / use cases
4. Rank segments by estimated market size and fit

Output from this phase:

• clients/<client>/icp/segments.md — ICP segment definitions with firmographics
• Clear target criteria for Apollo search configuration

Phase 2: TAM Config Generation

Translate ICP segments into a TAM Builder config file.

1. Map ICP segments to Apollo filters:

   • Employee count ranges → organization_num_employees_ranges
   • Industry verticals → q_organization_keyword_tags
   • Geography → organization_locations

2. Set scoring weights based on ICP priorities:

   • Which dimensions matter most for this company's ICP?
   • Default weights: employee_count_fit (30), industry_fit (25), funding_stage_fit (20), geo_fit (15), keyword_match (10)
   • Adjust if certain dimensions are more important (e.g., industry-specific product → boost industry_fit)

3. Configure tier thresholds:

   • Tier 1 (≥75): Best-fit companies, highest priority
   • Tier 2 (≥50): Good-fit companies, worth pursuing
   • Tier 3 (<50): Marginal fit, monitor only

4. Set watchlist personas based on buyer personas:

   • Map ICP buyer titles to person_titles
   • Set appropriate seniority levels
   • Configure personas_per_company (default: 3)

5. Present config to user for review before proceeding.

Output from this phase:

• skills/capabilities/tam-builder/configs/<client>.json — ready-to-use TAM config

Phase 3: TAM Discovery & Scoring

Run the TAM Builder capability skill through its safe pipeline.

Step 3a: Preview (estimate size)

python3 skills/capabilities/tam-builder/scripts/tam_builder.py \
  --config skills/capabilities/tam-builder/configs/<client>.json \
  --mode build --preview

Shows total company count and cost estimate. No database writes.

Step 3b: Sample (validate scoring)

python3 skills/capabilities/tam-builder/scripts/tam_builder.py \
  --config skills/capabilities/tam-builder/configs/<client>.json \
  --mode build --sample --test

Searches 1 page (~100 companies), scores in-memory, shows tier distribution and top companies. No database writes. Present results to user.

Step 3c: Review with user

• Show tier distribution (how many Tier 1 / 2 / 3)
• Show example Tier 1 companies — do they look right?
• Show example Tier 2 companies — reasonable?
• If scoring looks off → adjust config weights/thresholds and re-sample
• Get explicit user approval before proceeding to full build

Step 3d: Full build (after approval)

python3 skills/capabilities/tam-builder/scripts/tam_builder.py \
  --config skills/capabilities/tam-builder/configs/<client>.json \
  --mode build

Full Apollo search → upsert to Supabase → score → tier → persona watchlist.

Output from this phase:

• Companies upserted to Supabase companies table with ICP scores and tiers
• Personas upserted to Supabase people table for Tier 1-2 companies
• Console output with tier distribution and summary stats

Phase 4: Tier 1 Enrichment

Enrich Tier 1 companies with additional intelligence. Run these in parallel:

4a: Website Intel — Run landing-page-intel for each Tier 1 company:

• Value proposition and positioning
• Target audience signals
• Product/feature highlights
• Pricing model
• Social proof and customer logos

4b: Contact Discovery — Run company-contact-finder for Tier 1 companies missing key personas:

• Find decision-makers matching ICP buyer titles
• Verify contact data
• Fill gaps in watchlist coverage

Output from this phase:

• clients/<client>/tam/enrichment/<company-slug>.md — per-company intel briefs
• Updated contact data in Supabase

Phase 5: TAM Report

Synthesize all findings into a comprehensive TAM report.

1. Pull TAM status from Supabase:

python3 skills/capabilities/tam-builder/scripts/tam_builder.py \
  --config skills/capabilities/tam-builder/configs/<client>.json \
  --mode status

2. Compile market sizing:

   • Total companies discovered (TAM universe)
   • Tier 1 count and estimated revenue opportunity
   • Tier 2 count and estimated revenue opportunity
   • Market concentration analysis

3. Build segmentation view:

   • Companies by industry vertical
   • Companies by size band
   • Companies by geography
   • Cross-segment analysis

4. Prioritized target list:

   • Top 20 Tier 1 companies with enrichment highlights
   • Key contacts per company
   • Recommended approach angle per company

5. Generate report.

Output

Save to clients/<client>/tam/tam-report.md

Also save sub-outputs:

• clients/<client>/icp/segments.md (ICP definition, reusable)
• skills/capabilities/tam-builder/configs/<client>.json (TAM config, reusable)
• clients/<client>/tam/enrichment/ (per-company intel briefs)

TAM Report Template

# Total Addressable Market: [Company Name]

**Date:** [Date]
**Product:** [Product/service]
**Target market:** [Summary of ICP]
**Config:** `skills/capabilities/tam-builder/configs/<client>.json`

---

## Executive Summary

[5-7 sentences. How big is the market? How many high-fit companies exist? What's the
estimated revenue opportunity? Key segments and where the biggest concentrations are.
Top 3 insights and recommended next steps.]

---

## Market Sizing

### TAM Universe

| Metric | Count |
|--------|------:|
| Total companies discovered | [N] |
| Tier 1 (score ≥75) | [N] |
| Tier 2 (score ≥50) | [N] |
| Tier 3 (score <50) | [N] |
| Contacts identified | [N] |

### Revenue Opportunity Estimate

| Tier | Companies | Est. ACV | Est. Total Opportunity |
|------|----------:|----------:|-----------------------:|
| Tier 1 | [N] | $[X] | $[X] |
| Tier 2 | [N] | $[X] | $[X] |
| **Total addressable** | **[N]** | | **$[X]** |

*ACV estimate based on [product pricing / user-provided ACV].*

---

## Market Segmentation

### By Industry

| Industry | Tier 1 | Tier 2 | Total | % of TAM |
|----------|-------:|-------:|------:|---------:|
| [Industry] | [N] | [N] | [N] | [X%] |
| ... | | | | |

### By Company Size

| Employee Range | Tier 1 | Tier 2 | Total | % of TAM |
|----------------|-------:|-------:|------:|---------:|
| [Range] | [N] | [N] | [N] | [X%] |
| ... | | | | |

### By Geography

| Location | Tier 1 | Tier 2 | Total | % of TAM |
|----------|-------:|-------:|------:|---------:|
| [Geo] | [N] | [N] | [N] | [X%] |
| ... | | | | |

### Segment Insights

[2-3 paragraphs on where the market is concentrated, underserved segments,
and where the best opportunities cluster.]

---

## ICP Segments Used

| # | Segment | Description | Companies Found |
|---|---------|-------------|----------------:|
| 1 | [Name] | [One line] | [N] |
| 2 | [Name] | [One line] | [N] |
| ... | | | |

---

## Top 20 Target Companies (Tier 1)

| Rank | Company | Industry | Size | Score | Key Contact | Angle |
|-----:|---------|----------|-----:|------:|-------------|-------|
| 1 | [Name] | [Industry] | [N] | [Score] | [Name, Title] | [One-line approach] |
| 2 | ... | | | | | |
| ... | | | | | | |

### Company Highlights

For each Top 10 company, include:
- **[Company Name]** (Score: [X]) — [One sentence on what they do]. [Key insight from enrichment — positioning, pain point, or opportunity angle]. Contact: [Name, Title].

---

## Tier 2 Watchlist

| Company | Industry | Size | Score | Notes |
|---------|----------|-----:|------:|-------|
| [Name] | [Industry] | [N] | [Score] | [Why they're borderline / what would promote them] |
| ... | | | | |

---

## Recommended Next Steps

1. **[Action]** — [Why, expected impact]
2. **[Action]** — [Why, expected impact]
3. **[Action]** — [Why, expected impact]

---

## Appendix

### A. ICP Definition
→ `clients/<client>/icp/segments.md`

### B. TAM Config
→ `skills/capabilities/tam-builder/configs/<client>.json`

### C. Company Enrichment Briefs
→ `clients/<client>/tam/enrichment/`

### D. Scoring Methodology
- Employee count fit: [weight]%
- Industry fit: [weight]%
- Funding stage fit: [weight]%
- Geo fit: [weight]%
- Keyword match: [weight]%
- Tier 1 threshold: ≥[X], Tier 2 threshold: ≥[X]

Parallelization

Phase 1: ICP Definition (if needed)
    ↓
Phase 2: Config Generation
    ↓
Phase 3: TAM Discovery (preview → sample → review → build)
    ↓
Phase 4: Enrichment (all Tier 1 companies in parallel)
    ↓
Phase 5: Report

If ICP and config already exist:

Phase 3: TAM Discovery → Phase 4: Enrichment → Phase 5: Report

Refresh mode (existing TAM):

Phase 3: TAM Refresh → Phase 4: Enrich new/promoted companies → Phase 5: Updated Report

Tips

• Always start with --sample --test. Never go straight to a full build. The sample validates your config and scoring before committing to API calls and database writes.
• Iterate on the config before building. If sample results don't look right, adjust keyword tags, employee ranges, or scoring weights. Each sample costs almost nothing.
• ACV estimate makes the report actionable. Even a rough ACV turns "500 Tier 1 companies" into "$25M addressable opportunity." Ask the user for their ACV if not in context.
• Enrichment is optional but high-value. Skip Phase 4 for a quick TAM sizing. Run it when you need actionable target lists with approach angles.
• Refresh quarterly. Companies grow, raise funding, enter/exit your TAM. Use refresh mode to keep the TAM current without rebuilding from scratch.
• Combine with outreach skills. After building the TAM, use setup-outreach-campaign or cold-email-outreach to act on the Tier 1 list.
• Multiple configs per client. Create separate configs for different segments (e.g., enterprise-fintech.json, midmarket-saas.json) to build segment-specific TAMs.

Dependencies

• Skills: icp-identification, tam-builder (capability), landing-page-intel, company-contact-finder
• Apollo API key (for company/people search)
• Supabase project (for TAM storage)
• Web search capability (for ICP research and enrichment)

Cost

• Apollo API: Free tier covers company search and people search. Paid plans needed for high-volume builds (>5,000 companies).
• All other research uses free web search and web fetch.