Serviceable Obtainable Market (SOM)
01 Definition
Serviceable Obtainable Market (SOM) meaning: The share of the serviceable market a company can realistically win in the near term.
Serviceable obtainable market is the slice of the serviceable addressable market a company can capture given its resources, competition, and timeframe. It is the most realistic sizing figure and often drives short term revenue targets. SOM is an estimate shaped by assumptions about market share and execution.
Also called
Why it matters
How Serviceable Obtainable Market (SOM) fits the work
SOM turns big market numbers into a realistic near term goal, helping teams set achievable revenue targets rather than planning around the full opportunity.
In context
With a SAM of 100,000 businesses, the startup set its first year SOM at 2,000 accounts, or about two percent, based on its sales capacity.
Practical note
Base SOM on evidence like current win rates and capacity, not hope. Competitors, sales limits, and budget all cap how much of the serviceable market you can actually take.