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TAM / SAM / SOM

Total / Serviceable / Serviceable-Obtainable Market

Three sizes of your market: TAM = everyone who could ever buy; SAM = the slice you can actually serve; SOM = the realistic share you can win soon.

Example

TAM ₹10,000 crore, SAM ₹1,000 crore (your region), SOM ₹50 crore (what you can capture in 3 years).

Related terms

GTM
Your plan for reaching customers and getting them to buy — which channels, messaging, pricing and sales approach you use.
ICP
A clear description of the exact type of customer who benefits most from your product and is easiest to sell to and keep.

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