Market Analysis
TAM / SAM / SOM · Digital Marketing Funnel · Competitive Context
TAM — Total Addressable Market
$2.3B
Turkey Last-Mile / CEP + Mobility
Full Turkey logistics and ride-hailing market. CAGR 8.3% through 2032.
SAM — Serviceable Addressable Market
$0.92B
40% of TAM — Open market segment
Excluding B2B contracts and government tenders. Addressable by app-based platforms.
SOM — Serviceable Obtainable Market
$28M
3% of SAM — BeebBeeb target
BeebBeeb's realistic capture at 3% market share. Equivalent to ₺883M TRY.
TAM / SAM / SOM Visualization
Base Case scenario · USD millions
TAM: $2.3B
SAM: $0.92B
SOM: $28M
SOM Target by Scenario (USD M)
Serviceable Obtainable Market per scenario
Digital Marketing Funnel (Turkey Benchmarks)
Based on DM KPIs model · Adjusted for Turkish market (CTR 5%, CPC ₺3.50)
600,000
Impressions
100%
30,000
Clicks (CTR 5%)
5%
4,500
Leads (Conv 15%)
1%
3,150
MQL (Conv 70%)
1%
1,575
SQL (Conv 50%)
0%
47
Customers (Conv 3%)
0%
Marketing Spend vs New Users — Base Case
Monthly ad spend (₺K) and new user acquisitions
- Ad Spend (₺K)
- New Users
Market Size Context (USD M)
BeebBeeb's target markets vs regional benchmarks
Digital Marketing KPI Parameters (Turkey)
Based on DM KPIs spreadsheet, adjusted for Turkish market benchmarks
| Metric | UAE Model (Original) | Turkey (Recommended) | Rationale |
|---|---|---|---|
| Click-Through Rate (CTR) | 25–32% | 3–5% | Industry avg for blended Search+Social |
| Cost Per Click (CPC) | 0.04 AED | ₺3.50 (~0.10 AED) | Google Ads Turkey benchmark |
| CPM (per 1,000 impressions) | 10 AED | ₺45–80 | Meta/Instagram Turkey |
| Lead Conversion Rate | 20% | 12–15% | Adjusted for broader audience |
| Customer CAC | 20–32 AED | ₺150–200 | Realistic blended CAC |
| Average Order Value (AOV) | 100 AED | ₺450–750 | Based on Turkey trip pricing |
| ROAS Target | 5x | 4–6x | Achievable in launch phase |
| Repeat Purchase Rate | 80% (broken formula) | 60–70% | Realistic for ride-hailing |