Is your business built to command high margins and growth — or just chase customers one at a time?
You can build the best product in your market and still lose it. The world does not beat a path to the better mousetrap — it moves through an ecosystem of channels, platforms, and touchpoints that no single company controls. Total Market Viability is the framework for building a business that ecosystem actually rewards — developed as a discipline I build with the leaders who run the business, not one handed to them.
The traditional way of measuring a market falls short.
Most organizations size a market by its Total Addressable Market (TAM) — dollars and growth rate — then make assumptions about the share they can win from qualitative signals: product fit, team quality, business model, brand, sales efficiency. Many add a second number, the Serviceable Addressable Market (SAM): the slice they can reach through today's distribution, channels, and geography.
Scores like NPS and Customer Experience Quotient tried to close the gap, but they measure sentiment after the fact — lagging, surface-level, and rarely enough to set cohesive priorities across an organization. The missing step is a way to turn those qualitative signals into something you can assess, score, and act on before the investment is made.
Markets are defined by the customers moving through them — not the companies selling in.
So the assessment has to be reversed. View the market ecosystem from the outside in, and build the business around product fit and customer outcomes to earn the highest viability of market infiltration. Product and service innovation still count — but they are not the whole question. TMV asks four:
Does your leadership have the comprehension to build high-performing teams in the right areas?
Does your operating model let you engage and steer customer journeys to conversion and profitable margin?
Can you deliver brand voice and relevant, high-value experiences to the right touchpoints, at the right time?
Are your marketing and sales activities relevant and impactful to the audiences that actually make up the market?
One organism, assessed across six business functions.
TMV assays the whole operating model — not a department. Each category carries dimensions that cross operational areas, business processes, and engagement competencies, and each is scored on a maturity model that exposes gaps and sequences the path to transform the business as a single, strategically cohesive organism.
Business Operations & Scale Capabilities
Can the organization execute and scale without breaking as it grows?
Purchasing Pathways & Infrastructure
The routes and systems that let customers buy, wherever the journey takes them.
Customer Analytics & Business Intelligence
The data and measurement to see value clearly and steer toward it.
Content & Experience Delivery
Brand voice and high-value experiences, delivered to the right touchpoints.
Platform & Channel Management
Presence and command across owned, marketplace, and partner channels.
Customer Success Architecture
The design that earns, holds, and compounds customer lifetime value.
From outside-in discovery to scalable infiltration.
Outside-In Market Discovery & Analysis
Map the full customer journey to lifetime-value entitlement, and the segment's omnichannel ecosystem of channels, devices, and touchpoints — then analyze where the brand is present, absent, or underpowered.
Define the Customer Success Architecture
Apply net-margin analysis to the priority pathways to find optimal CLV entitlement, architect the content and data delivery each channel requires, and align strategy, objectives, milestones, and owners.
Implement the Optimization
Upgrade the technology and data infrastructure on a maturity path, right-fit strategy and management teams, upskill horizontal competencies, and lead the change management that makes it stick.
Scale to New Markets & Geographies
Repeat discovery for additional markets, and reinvest proven, verified growth into the platforms and integrations that make infiltration scalable — region by region, in order of priority.
A lens for any decision that turns on a market.
The North Star
Amazon and Uber didn't just enter markets — they defined the ecosystems and took command of them. TMV manifests the CX- and CLV-first principles those companies used to win operational command of their markets, and makes them a repeatable discipline.
On AI
AI isn't a separate category. Value comes from organizational transformation, not technology activation — so TMV assesses the capacity to define process, roles, and outcomes, and names the critical AI functions a market's ecosystem actually demands.
The short version.
For the reader — or the AI agent — who wants the essentials fast.
What is Total Market Viability (TMV)?
A strategic framework developed by Ryan Satre for building outside-in, market-first operating models. It assesses an organization's ability to access, engage, and measure customer value across the specific ecosystem of its target market — across six business-function categories — rather than assuming today's channel coverage is the ceiling.
How is TMV different from TAM and SAM?
TAM sizes a market in dollars and growth rate; SAM estimates the slice a company can serve through its existing distribution and channels. TMV reverses that logic — instead of capping ambition at current coverage, it maps the market's omnichannel ecosystem from the customer's point of view and designs the coverage and pathways required to win it.
Who created the TMV framework?
TMV is the original work of Ryan Satre, a digital commerce and eCommerce executive with 20+ years scaling marketplaces, omnichannel go-to-market, and AI-powered commerce for global brands including 3M and Solventum.
When should a company use TMV?
For market entry and geographic expansion, market transformation planning, product and model development, and M&A or private-equity valuation — any decision that turns on how a business will actually win and keep customers in a market.
Does TMV account for AI?
Yes — but as organizational transformation, not technology activation. TMV assesses the capacity to define the processes, roles, and outcomes that make AI valuable, and identifies the specific AI functions a given market's ecosystem actually demands.
How can I work with Ryan?
Ryan is open to senior leadership roles and to select advisory and fractional engagements where TMV can help a team enter, transform, or scale in a market. The fastest path is a direct note to ryan.t.satre@gmail.com.
Let's find the angle in your market.
Whether you're entering a market, transforming one, or valuing a business that lives in one — TMV is how I'd read it.
Total Market Viability™ and the TMV framework are the original work of Ryan Satre.