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CTA Headline
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Serviceable Obtainable Market
Definition
Every market is subject to competition. SOM makes it easier to estimate the portion of the market that one's own product can immediately target. It's a match between the product being offered and the clients who have the same demands or desires.
How is it useful?
These are the types of users that the product can immediately go & acquire. A product always starts by targeting & winning its SOM set of customers first.
Example
“Waking up” is a paid meditation app. Its TAM is going to be everyone who meditates. But since it’s a paid app, it will narrow down to all users who are willing to pay. Further, since the app is associated with Sam Harris, his followers who meditate, plus also have deep pockets to pay for it will be classified as a subset of its SOM.