TAM
Total Addressable Market
Total potential market size if everyone who theoretically needs your product bought it.
Global hardware-wallet TAM — $500–700M per year.
▸ Glossary
Glossary of terms.
If an unfamiliar term showed up in your RollinScope report — it's defined here.
01
Market & strategy
SAM
Serviceable Addressable Market
The slice of TAM your business can actually reach — by geo, language, regulation, specialization.
SAM for a RollinScope client selling hardware wallets in the Balkans — $3.8–8.6M per year.
SOM
Serviceable Obtainable Market
The slice of SAM you can realistically capture in year one given honest market-share assumptions.
At a 1% capture rate SOM = $38–85K per year.
Bottom-up math
Sizing the market by multiplying user count × % of target × average order value, instead of dividing a top-down number by an arbitrary share.
Why it matters: every layer of the estimate is checkable.
3 Horizons
McKinsey framework: read trends across three time horizons — now, 6–18 months ahead, 18–36 months ahead. Stops you from over-fitting to the present moment.
Blue Ocean
Going to market in an empty niche with no direct competition. The opposite is Red Ocean — bloody competition for the same customers.
Cirque du Soleil left the Red Ocean of animal circuses for the Blue Ocean of adult circus-as-theatre.
Positioning Canvas (April Dunford)
Positioning template: who it's for, what it is, what's unique, against which alternatives. Structures the answer to “why you?”
02
Customer & segments
ICP
Ideal Customer Profile
A portrait of the ideal customer: age, geo, profession, income, behavior, pain points. Not “the whole audience” — a narrow segment for whom you are the best choice on the market.
JTBD
Jobs-to-be-Done
Framework: the customer “hires” a product to do a job. Understanding that job matters more than understanding age/geo.
People buy a drill not for the drill — for the hole in the wall.
Push / Pull / Anxiety / Habit
The four forces acting on the customer at the moment of purchase: Push (pain pushing away from the current solution), Pull (benefit pulling toward the new one), Anxiety (risk of switching), Habit (inertia keeping them put). A purchase happens when Push + Pull > Anxiety + Habit.
Switch Interview
An interview with a customer who recently switched solutions (bought your product or ditched a competitor). Goal: reconstruct the timeline — what was before, what triggered the search, what they looked at, how they chose, what tipped the decision.
Trigger Event
The specific moment after which the customer starts searching for a solution. Not a generic “I want security” — “yesterday my friend's crypto wallet got hacked”.
Verbatim
A literal customer quote (not a paraphrase). Used in messaging as proof that you speak the audience's language.
03
Channels & marketing
GTM
Go-to-Market
The strategy for bringing a product to market: who the customer is, which channels acquire them, what message you send, how you measure success.
Bullseye Framework (19 channels)
A method for picking acquisition channels by walking through all 19 categories (SEO, content, PR, paid, offline events, outreach, virality, and more). Goal: don't miss the non-obvious channel.
Outreach
Direct, personalised messages to potential customers — over Telegram, email, LinkedIn, forums. Zero budget, costs time.
Cold outreach
Outreach with no prior contact — writing a stranger with a relevant offer.
CAC
Customer Acquisition Cost
Cost of acquiring one customer. Calculated as total marketing spend ÷ customers acquired in the period.
Healthy benchmark: CAC < LTV / 3.
Channel Economics
Per-channel economics: how much money and time it takes to acquire a customer via this channel, and how much they bring back. If SEO costs 6 months + a content team and Telegram outreach costs 30 days + one person, the choice depends on your resources.
Messaging
The core messages you deliver to the audience. Not a single slogan — 2–4 messages for different segments and funnel stages.
Copy
The actual ad/landing/post/email text. Messaging = what you say (strategy); copy = how exactly you say it (tactics).
04
Finance & metrics
Unit Economics
A financial model at the level of one sale (one “unit”). What it costs to make/ship, what you sell for, the margin, and how long it takes to pay back acquisition.
AOV
Average Order Value
Average value of one order.
Why track it: at low AOV, shipping/CAC may stop adding up.
Gross Margin
Gross margin = (revenue − direct variable cost) / revenue. Does not include fixed costs (salaries, rent).
Contribution Margin
Per-unit margin after direct variable costs (COGS, shipping, payment fees, marketing attributable to that unit) but before fixed costs. More accurate than gross margin.
Payback Period
How many sales or days it takes for CAC to pay back.
CAC $30, contribution margin $13 → payback ≈ 2.3 sales.
PMF
Product-Market Fit
When the product fits the market well enough that customers actively buy and recommend it on their own. Exact criteria vary; the classic indicator is the 40%+ of users who say they'd be “very disappointed” if the product disappeared.
Leading Indicator
A leading indicator — something measured before the result that predicts the result.
Reply rate on cold outreach predicts sales 2 weeks out.
Lagging Indicator
A trailing indicator — something measured after the result.
NPS, return rate, MRR.
Kill Criteria
Pre-declared conditions under which you stop or pivot. “If we get fewer than 2 sales in 30 days — rethink the shipping model.”
Why it matters: protects you from the sunk-cost fallacy — pouring effort into things that don't work.
05
Extra technical terms
Surfaces in reports when relevant to the client's niche.
Self-custody (crypto)
Holding crypto assets yourself, without intermediaries (exchanges, custodial services). Your keys — your money.
Hardware wallet
A physical device that stores crypto private keys offline. Shields against compromise of your computer.
Supply chain attack
An attack on the supply chain: the device is modified or re-flashed by an attacker before it reaches the end user.
Cold storage / Hot wallet
Cold storage — offline storage (hardware wallet, paper). Hot wallet — an online wallet: convenient, but exposed.
MiCA
Markets in Crypto-Assets
EU regulation of crypto assets, fully in force across 2024–2025.
KYC
Know Your Customer
Mandatory identity verification for exchanges and financial services.
CAGR
Compound Annual Growth Rate
Average annual growth rate with compounding.
SaaS
Software as a Service
Subscription-based software model.
B2B / B2C
Business-to-Business (selling to a business) / Business-to-Consumer (selling to an end user).
MOQ
Minimum Order Quantity
Minimum order quantity required by a supplier.
Reseller / Distributor
An official or grey-market seller of someone else's product. Official — with a contract and certification; grey — without.
Didn't find the term? Ping @greycaptain on Telegram — we'll add it in the next release.