Concept
SOM
Also known as: Serviceable Obtainable Market
Serviceable Obtainable Market — the share you can realistically win in a defined period, given your resources and competition.
SOM (Serviceable Obtainable Market) is the portion of SAM you can realistically capture within the planning horizon (typically 3-5 years), given sales capacity, marketing budget, and competitive position. For an early-stage SaaS in the Netherlands, SOM is often 1-5% of SAM in years 1-2.
SOM is what you actually plan and base your revenue target on. TAM and SAM are context; SOM is your real growth ambition.