**Total Addressable Market (TAM)**, **Serviceable Addressable Market (SAM)**, and **Serviceable Obtainable Market (SOM)** are a trio of market size metrics used in marketing and product development. ^about They represent increasingly constrained, increasingly realistic, and increasingly accurate measures of the size of the market a particular product or service can expect to service. ![[TAM, SAM, and SOM.excalidraw.svg]] **Total Addressable Market (TAM)** refers to the total size of the problem or opportunity, i.e. the total market demand or maximum potential market size. How many people in the world suffer from acne. This metric is prior to factoring in specific products, business models, logistics, and competition. It is a measure of the raw opportunity. **Serviceable Addressable Market (SAM)** is the subset of the TAM that factors in the specific product, service, and business being assessed. This specifically includes your [[Business Model]] and [[Market Segmentation]] and often [[STP Marketing]], i.e. what portion of the TAM can be feasibly addressed by your offering. If your product is in retailers, what is the reach and market share of those retailers. **Serviceable Obtainable Market (SOM)** is the subset of SAM that also factors in competition and alternative solutions and relates directly to 'the other SOM' of [[SOM, SOV, and ESOV|Share of Market]], i.e. what portion of the SAM would choose our offering over any other option available to them.