SOM (Accessible and Usable Market)
Posted: Mon May 26, 2025 6:49 am
3. SOM (Serviceable Obtainable Market)
SOM is the subset of SAM that can actually work with your current marketing and sales efforts. It’s your immediate go-to-market objective , based on your ability to attract and convert customers.
Strategy for SOM:
Defining the target audience : At this point, you define the country email list specific profile of the customer you are targeting. You can use demographic, psychological, purchasing behavior criteria, among others.
Competitive research : analyze how your competition is capturing this market and how you can differentiate yourself.
Marketing strategy : Define specific tactics to capture this market. This includes positioning strategies, distribution, pricing, and digital or traditional marketing campaigns.
How to apply TAM-SAM-SOM?
Understanding TAM : You need to be sure that this is the size of the entire market potential. This involves doing some in-depth initial research.
Example : If you sell human resources consulting services, your TAM can serve all companies that need these services across the country or worldwide.
SAM Segmentation : Not every company or person in your TAM will be available to you. Identify factors that limit your reach and segments that are more accessible.
Example : Perhaps you end up deciding to focus on medium and large companies within a specific sector like technology or healthcare.
Determining SOM : Now, focus on the most immediate and reachable target audience . Based on your sales and marketing capabilities, identify who can realistically be targeted.
Example : If your HR consulting firm is in a specific city and has a limited budget, the SOM will only be the mid-tier companies in your local area that can afford your services.
From TAM to SAM to Target Audience to Segmentation:
Segmentation consists of taking different segments , different parts, groups or categories of people that have some kind of similarity.
SOM is the subset of SAM that can actually work with your current marketing and sales efforts. It’s your immediate go-to-market objective , based on your ability to attract and convert customers.
Strategy for SOM:
Defining the target audience : At this point, you define the country email list specific profile of the customer you are targeting. You can use demographic, psychological, purchasing behavior criteria, among others.
Competitive research : analyze how your competition is capturing this market and how you can differentiate yourself.
Marketing strategy : Define specific tactics to capture this market. This includes positioning strategies, distribution, pricing, and digital or traditional marketing campaigns.
How to apply TAM-SAM-SOM?
Understanding TAM : You need to be sure that this is the size of the entire market potential. This involves doing some in-depth initial research.
Example : If you sell human resources consulting services, your TAM can serve all companies that need these services across the country or worldwide.
SAM Segmentation : Not every company or person in your TAM will be available to you. Identify factors that limit your reach and segments that are more accessible.
Example : Perhaps you end up deciding to focus on medium and large companies within a specific sector like technology or healthcare.
Determining SOM : Now, focus on the most immediate and reachable target audience . Based on your sales and marketing capabilities, identify who can realistically be targeted.
Example : If your HR consulting firm is in a specific city and has a limited budget, the SOM will only be the mid-tier companies in your local area that can afford your services.
From TAM to SAM to Target Audience to Segmentation:
Segmentation consists of taking different segments , different parts, groups or categories of people that have some kind of similarity.