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Serviceable Obtainable Market (SOM) and Serviceable Available Market (SAM) are both subsets of the Total Addressable Market (TAM). SAM is the portion of the TAM that can realistically be captured after considering competitors in the same market space. It's the total market demand for a product or service. On the other hand, SOM is the part of the TAM that a company can actually reach and serve given the right marketing. It's a more realistic and immediate market opportunity that a company can aim to capture.
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When it's time to determine the market size, the top level denotes the total addressable market (TAM), which is the entire potential market despite the ability to reach and serve them. Then comes serviceable obtainable market (SOM), which is the part of the TAM that a company can actually be reached and served given the right marketing. Last but not least we have serviceable available market (SAM), which is the portion of the market that can realistically be captured after considering competitors in the same market space. Unique to this diagram is this innermost circle, which can be used to denote potential leads.
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How do you stand out and acquire customers in an increasingly oversaturated field? A strong customer acquisition strategy is more than just competing ...
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