Serviceable Obtainable Market (SOM) 

Serviceable Obtainable Market (SOM) is the portion of the Serviceable Available Market (SAM) that a business can realistically capture in the near term, based on its current resources, competitive environment, marketing reach, and operational capacity. 

The SOM factors in practical limitations such as budget constraints, existing brand recognition, sales capacity, and customer acquisition channels — making it a crucial figure for financial forecasting and go-to-market planning. 

Example: 

 If the SAM for a company’s SaaS product in the UAE is AED 800 million, but based on current marketing budgets, sales staff, and distribution channels, it can realistically target AED 50 million worth of that market in the first two years — then AED 50 million is its SOM.