service obtainable market (SOM)
Service Obtainable Market (SOM, sometimes called Share of Market)is the portion of the Serviceable Available Market (SAM) that a company can realistically capture in a specific, often short-to-medium-term, timeframe (e.g., the next 1–3 years).
SOM is most often used alongside TAM and SAM to tell a complete story:
Acronym | Stands For | Definition |
TAM | Total Addressable Market | The total market demand for a product or service. |
SAM | Serviceable Available Market | The portion of the TAM that your business can actually reach with its current business model, geography, and offerings (factoring in constraints like distribution). |
SOM | Serviceable Obtainable Market | The realistic portion of the SAM that your company can expect to capture, considering the existing competition and market realities (this is often your initial, achievable target market). |