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We currently classify four of these countries, Australia, France, Germany and the United Kingdom, as our primary international target markets and include them in our international SAM and TAM.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 09:57:32.703+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "b2eca832-47e6-4ca1-914b-04677f82abf1", "parentComponentId": null }, { "bbox": { "h": 0.15, "w": 0.88, "x": 0.06, "y": 0.19 }, "kind": "paragraph", "text": "We believe that everyone is innately creative and thus anyone can be a part of the Cricut community of users. This presents us with a large, untapped market opportunity in addition to our current user base. We quantify our market opportunity in terms of a Serviceable Addressable Market, or SAM, and a Total Addressable Market, or TAM. We commissioned a study from YouGov America in September 2020 across 11 countries. The sample size of those surveyed in each country included over 1,000 individuals ages 18 and older. To calculate our SAM and TAM, we extrapolate these survey results across the general population ages 18 and older in each country.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 09:57:32.703+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "b3dd70d6-1d03-4ff3-a6e7-be287dc92731", "parentComponentId": null }, { "bbox": { "h": 0.06, "w": 0.45, "x": 0.06, "y": 0.05 }, "kind": "title", "text": "SAM/TAM – additional information", "attrs": null, "canon": { "kind": { "name": "Title", "slug": "title", "status": "active", "canonId": "019de52c-f7dd-76d9-b848-b1f12bd85cf4", "version": 1, "description": "Slide title or headline." }, "tool": null, "subkind": { "name": "Headline", "slug": "headline", "status": "active", "canonId": "019de52c-fae1-7463-9a7c-d60668eced0d", "version": 1, "description": null }, "framework": null }, "subkind": "headline", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 09:57:32.703+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "3ddf35f3-fba3-423d-9d35-2d630792c713", "parentComponentId": null } ], "metrics": [], "tools": [], "frameworks": [ { "matchId": "66a756d4-ce02-4b33-a155-1ac31a5bd0c6", "evidence": "The slide explicitly defines SAM and TAM methodologies.", "framework": null, "confidence": 1, "extraction": { "at": "2026-05-02 09:57:32.703+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "pageNumber": 28, "frameworkName": "market-sizing" } ], "arcBeats": [], "loops": [], "locked": true } ], "arcBeats": [ { "from": 1, "to": 3, "label": "Humble Origins", "description": "The presentation starts with a cover slide, disclaimer, and welcome message." }, { "from": 4, "to": 9, "label": "Early Struggles", "description": "The presentation highlights Cricut's Q3 2021 highlights, strong user acquisition, and market sizing." }, { "from": 10, "to": 20, "label": "Rising Success", "description": "The presentation showcases Cricut's growing user base, revenue breakdown, and increasing investments." }, { "from": 21, "to": 22, "label": "The Breakthrough", "description": "The presentation highlights Cricut's net income and EBITDA, and balance sheet and cash flow highlights." }, { "from": 23, "to": 24, "label": "Ultimate Achievement", "description": "The presentation concludes with a large market opportunity and a call to action." } ], "loops": [ { "from": 4, "to": 20, "label": "Logic Chain", "description": "To demonstrate Cricut's growth momentum" }, { "from": 9, "to": 11, "label": "Golden Circle", "description": "To explain Cricut's social community and user experience" } ] }