Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

The Size Of Your Market Dictates How Much You Should Charge #shorts

5 Jun 2026 · 1 min

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In this YouTube Shorts clip, Nicolas Cole explains that the size of your total addressable market (TAM) should drive your pricing strategy. He contrasts two segments: total beginners, representing a massive TAM of billions, and experts seeking excellence, whose TAM is far smaller. For the large beginner market, a low‑price, high‑volume model makes sense, allowing many customers to pay a few hundred dollars each. For the niche expert market, a high‑ticket, low‑volume model is required, with fewer customers paying tens of thousands of dollars. The core message is that you must choose between serving many low‑paying customers or a few high‑paying ones, based on market size.

Chapters

Total beginner is the largest total addressable market. What is the total addressable market of all the people who haven't started yet? Billions of people. What is the total addressable market of an expert in search of excellence? It's magnitude smaller than that. So the size of the market is important to keep in mind because the size of the market dictates what you have to charge in order to make it work. If your total addressable market is billions of people who haven't started yet, then a lower price point makes sense because you can do volume. If you're going after the expert in search of excellence, you inherently have to find ways to charge more. You would do a more advanced type of business model because there's fewer of those people. So it's like, do you want lots of people paying you a couple hundred bucks or do you want a small number of people paying you tens of thousands of dollars? That becomes the question.