Which of the following represents the portion of the SAM that the company can realistically capture?

The concept of the Serviceable Obtainable Market (SOM) is essential in understanding how businesses can target their market effectively. The SOM refers specifically to the portion of the Serviceable Available Market (SAM) that a company can realistically capture, considering its current market strategy, resources, and competitive landscape. It provides a more tangible and focused view of market potential, translating broader market insights into what is achievable based on realistic factors such as competition, sales capabilities, and market dynamics.

This differentiation is important for startups and businesses when planning their go-to-market strategies, as it helps them set achievable sales targets and allocate resources efficiently. A firm that understands its SOM can better assess its growth potential and strategically position itself within the market.

The other options refer to concepts that don’t directly represent this realistic market capture. Customer Discovery involves finding out who your target customers are and understanding their needs. Market Opportunity refers generally to the total available market and its potential without the constraints of what can be realistically achieved. Competitive Advantage refers to the unique attributes or capabilities that allow a company to outperform competitors, but it does not directly address the sizing and realistic capture of market share.