Serviceable Obtainable Market (SOM) represents the realistic portion of SAM a company can capture in the near term, accounting for competitive dynamics, market entry barriers, and go-to-market capacity. SOM provides a grounded revenue target based on achievable market share rather than theoretical maximum potential.

SOM calculations factor in existing competitor market dominance, brand strength, distribution advantages, and the time required to build market presence. Most startups target single-digit market share initially, while established companies entering new segments may achieve higher capture rates based on brand transfer and existing customer relationships.