Serviceable Obtainable Market: Comprehensive Guide on SOM and Its Importance in Business

Serviceable Obtainable Market: Comprehensive Guide on SOM and Its Importance in Business

Understanding the Serviceable Obtainable Market (SOM) is essential to any business's market analysis.

In this piece, we will explore SOM in detail, breaking down its components and significance.

This understanding is crucial for businesses of all sizes, be it a start-up or a multinational corporation.

So let's dive into the world of SOM, unravelling its intricacies and discovering its impact on strategic decision-making.

Understanding Serviceable Obtainable Market

What is SOM?
Serviceable Obtainable Market (SOM) refers to the portion of a market a business can realistically capture. It considers both the company's resources and constraints. SOM is widely used in businesses as it gives companies a more accurate overview of their potential market.

The knowledge of SOM, hence, directly affects a company's strategies, resource allocation, and potential to grow. The better you understand your SOM, the more accurately you can plan and predict your growth.

Importance of SOM
Determining your SOM has many benefits for your business. Here are a few:

  • It enables realistic sales forecasting. By knowing what segment of the market you can actually serve, you can better predict your sales.

  • SOM assists in strategic planning and decision making. It guides companies to allocate resources efficiently and make informed choices.

  • It's a critical metric for evaluating market opportunities. Understanding SOM helps businesses to identify areas for growth and expansion.

Relationship between SOM, TAM and SAM
Knowing your SOM is valuable, but it's even more beneficial when you understand it in conjunction with Total Addressable Market (TAM) and Serviceable Available Market (SAM).

  • TAM refers to the total market demand for a product or service.

  • SAM represents the segment of TAM targeted by your products and services that is within your geographical reach.

To recap, while TAM and SAM give you an idea of the overall market size and your reachable market, SOM hones in on what percentage of this market your company can feasibly serve. Understanding the relationship between these three metrics lets you more accurately assess your business's potential for growth.


SOM in Different Industries

When it comes to Serviceable Obtainable Market (SOM), beware that its calculation and analysis can vary across industries. Here's a look at the retail, healthcare, and service and software industries.

Retail Industry

In the retail industry, both physical retailers and e-commerce retailers need to calculate their SOM. But, the methods they use might differ.

Physical retailers need to consider their store location and nearby demographics. For instance, a store in a high-end locality would have a different SOM from a store in a suburb.

On the other hand, e-commerce retailers need to focus more on website traffic, conversion rates, and global reach. Their SOM is generally wider because they aren't restricted by geographical boundaries.

Localization and demographic targeting play crucial roles in calculating SOM in the retail sector. Companies need to understand who their potential customers are, where they live, and what they're likely to buy.

Healthcare Industry

The healthcare industry has unique factors impacting SOM calculation. One major factor is regulatory considerations. Approval from authorities like the FDA can significantly influence a product's SOM.

Calculating SOM in this sector can be complex due to factors such as market approval and competing treatments. For example, a novel drug might have a high SOM once approved. But, if a competitor launches a similar drug, the SOM could drop.

Service and Software Industry

The service and software industry, on the other hand, deals mainly with non-physical products. This makes their approach to SOM slightly different.

The digital reach of a firm directly impacts its SOM. The more platforms it occupies, the higher its potential market.

It's also important to include non-physical products when calculating SOM in the SaaS industry. Think about cloud storage services, virtual meeting platforms, or streaming services. These products don't occupy physical space, yet they serve a vast market.

In conclusion, while the basic principles of SOM remain the same, its calculation and implications can differ across industries.

Strategies for Optimizing SOM

Effective optimization of your Serviceable Obtainable Market (SOM) is crucial for business growth. Here are three strategies that can help improve your SOM:

Enhancing Company Capabilities

Investing in skill development can boost the quality of your offerings, making them more appealing to potential customers. This could involve further training for your team or hiring specialists.

Increasing your company's capacity or resources can help serve a larger portion of your market. This might mean investing in new equipment or expanding your workforce.

Lastly, continually improving product or service quality can solidify your spot in the market and make you a go-to choice for consumers.

Developing Competitive Advantages

A strong way to optimize your SOM is by developing competitive advantages. Here's how:

Firstly, identify your Unique Selling Proposition (USP). What makes your offering unique compared to competitors?

Then, focus on strengthening key functionalities of your product or service. Improvements here can elevate your offerings above those of competitors.

Finally, strive to provide a superior customer experience. This could be through exceptional customer service or adding extra value to your products.

Building Collaborative Partnerships

Building effective partnerships can dramatically expand your SOM. Here are a few methods:

Aligning with complementary businesses can help you reach new customers. These partnerships can bridge gaps in your reach or offerings.

Leveraging joint ventures can also expand your reach. You can tap into the partner business's established customer base and brand recognition.

Lastly, utilizing strategic partnerships can enhance production or distribution capabilities. This could lead to an increased capacity to serve your market.

Striving to optimize your SOM is no easy task, but implementing these strategies can pave the path towards solid growth and increased market share.

Using SOM alongside other Business Metrics

When planning a company's future, it's crucial to measure Serviceable Obtainable Market (SOM). Let's explore how SOM influences sales forecasts, revenue projections, and an organization's market share.

Sales Forecasts

Understanding SOM can guide sales predictions. It aids in setting realistic sales goals, based on an analysis of the market sector your company is capable of reaching. Furthermore, the insights gained from SOM evaluation can lead to essential adjustments in sales strategies. Knowing the true extent of your market allows for targeted sales efforts, thus increasing efficiency.

Revenue Projections

Predicting potential earnings becomes more accurate with a well-calculated SOM. It provides a reliable estimate of potential revenue, given that it focuses on the customer segment you can realistically serve. Additionally, the role of SOM in assessing a company's financial health is integral. It enables businesses to make informed decisions about future investments, risk management, and operational changes.

Market Share

Estimating market share is another significant application of SOM. Being a numeric representation of your actual available market, SOM lets companies gauge their potential grip on the market. It helps businesses identify growth opportunities, as a higher SOM often indicates larger growth potential. More importantly, knowledge of SOM assists in crafting effective market penetration strategies. Knowing where to focus resources for maximum impact can be the key to scalable success.

Using SOM alongside other business metrics offers a comprehensive view of your company's standing and future potential. By evaluating, understanding, and applying SOM, businesses can create realistic strategies for long-lasting profitability and growth.

Key Takeaways and Conclusion

Relevance of SOM for Success

Understanding Serviceable Obtainable Market (SOM) is a vital step towards setting realistic business targets. It enables you to gauge how much of the available market you can capture. It also factors in your company's capabilities, helping you better allocate resources.

SOM isn't just about short-term planning. It impacts long-term business success too. It helps you strategize better and compete effectively.


So let's recap what we've learned in this article.

  • We began with understanding what SOM is. Basically, it's a small slice of the larger Total Addressable Market (TAM) that your company can potentially serve.

  • We learned how to calculate SOM by assessing potential revenue from customers and identifying any limitations.

  • We explored how SOM plays out differently across various industries like retail, healthcare, and software services.

  • We talked about strategies to optimize SOM and use it alongside other business metrics.

  • Throughout, we emphasized the important role SOM plays in strategic planning and business success.

The world of SOM is vast. It is vital for business strategy and planning. With the basics covered, I urge you to dive deeper. Learn more about this valuable tool. Remember, understanding your SOM brings you one step closer to achieving your business goals.

Frequently Asked Questions

What is the relationship between SOM, TAM, and SAM?

These three market metrics are all tied together. Total Addressable Market (TAM) represents the total opportunity for a product or service. Serviceable Available Market (SAM) goes one step beyond TAM by defining the segment of TAM that can be served by a company's products or services. Serviceable Obtainable Market (SOM), on the other hand, is the portion of SAM that can be realistically achieved.

Is certification necessary to calculate SOM?

No, a formal certification is not necessary to calculate SOM. However, proper knowledge of the business, industry, and market analytics can greatly improve the accuracy of the calculation.

What are some common errors made when calculating SOM?

Common mistakes include overestimating potential earnings and underestimating the complexity involved in the calculation. It is also critical to do a gradual analysis for better accuracy, rather than trying to calculate everything at once.

How does SOM affect sales forecasts?

SOM has a significant impact on sales predictions as it provides realistic estimates of the market sector a company can serve. Hence, using SOM can help businesses identify feasible sales objectives and tailor their sales strategies accordingly.

Can improving the quality of a product or service increase SOM?

Yes, improving product or service quality can potentially increase a company's SOM. Such improvements may enhance the perceived value of the offering, making it more competitive and appealing to a larger customer base within the serviceable market.

How important is SOM in predicting a company's financial health?

SOM plays a crucial role in forecasting a company's financial health. By projecting potential revenues and identifying limitations to revenue growth, SOM helps in assessing the sustainability of a business. Thus, it is a vital tool in financial decision-making.

Is SOM only applicable to physical products?

No, SOM is not only applicable to physical products. It is equally important for industries dealing with non-physical products, such as Service and Software Industries, where the digital reach significantly impacts SOM.

Can partnerships help in optimizing SOM?

Yes, building collaborative partnerships can indeed help in optimizing SOM. Such alliances can expand a company's reach and enhance production or distribution capabilities, thus increasing the portion of the available market that the business can serve.

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