Serviceable obtainable market (SOM) is a term used in business and marketing to refer to the portion of a market that is both willing and able to purchase a company's products or services. SOM is a useful metric for companies to consider when evaluating the potential success of a new product or service, as it helps them to understand the size of the market that they can realistically expect to capture. To calculate SOM, a company first determines the total addressable market (TAM), which is the total potential market for a product or service. The company then factors in additional considerations, such as the availability and accessibility of the product or service, competition from other companies, and the willingness of consumers to pay for the product or service, to arrive at an estimate of the SOM.
