What is serviceable obtainable market?

Serviceable obtainable market (SOM) is the share of your serviceable addressable market you can realistically capture in the near term, given your resources, distribution, and — critically — the competitors already holding the rest. It is the honest bottom line of the TAM/SAM/SOM cascade and the number that should anchor revenue plans.

SOM is essentially a claim about winning deals against named alternatives, which makes it a competitive-intelligence question: who currently owns the buyers you want, how entrenched are they, and what would make one switch. Investors discount SOMs that dodge those questions.