SOM

Serviceable Obtainable Market

The share of the serviceable market you can realistically win in a defined period, given your team, budget, and competition.

EXAMPLE

Of 12,000 reachable agencies, you can plausibly reach and convert 300 in the first two years. That's the SOM.

It's the only one of the three that should inform a plan. TAM tells you whether to bother; SOM tells you what to budget for.

LESSONS THAT USE THIS

A startup is a company built to find a repeatable business, not a small version of a big one. Here's what that difference changes.