For example, some potential buyers of

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There are practically no niches in the market where there is no competition at all. Even if a company or product has no direct competitors, part of the product's target audience covers the need with other products or services that overlap in functionality with the product being analyzed. cameras cover the need for photographic equipment by purchasing modern technological phones with cameras that have parameters similar to professional photographic equipment, as well as by purchasing accessories for azerbaijan telegram number database professional shooting on a smartphone. In addition to competition at the level of covering the need, each product also faces competition at the level of using the consumer's available funds (for example, a potential client may refuse to buy an expensive smartphone, investing in the purchase of additional equipment for a new car or simply choosing a travel package instead of the latest gadget model).

For this reason, the entire SAM (Serviceable Addressable Market) is not available for each product. A new concept is introduced here - SOM (Serviceable Obtainable Market) - the available serviceable market, or the share of SAM that a company can realistically occupy given the competition, its resources and current capabilities. The term SOM is often defined as Target market or “Target market” - that part of the potential audience to which a business directs its marketing efforts.

For example, if a company plans to take 5% of the electric bicycle market in Europe, then that would be SOM.

How to evaluate TAM, SAM and SOM?
To determine TAM, use the following approaches:

Top-Down: Use data from major research agencies, market research reviews, and analyst reports to find information on the overall market size of the industry.
Bottom-Up: Multiply the average price of the product by the number of potential customers. For example, if there are 1 million customers in the world and the price of the product is $1000, TAM = $1 billion; if there are 1,000,000 people over 18 in a city and the cost of treating one tooth is 15,000 rubles, then the TAM for a dental clinic in this city is 15 billion rubles.
Value Theory: Analyze competitor data and comparable products.
Once you have an understanding of TAM, move on to assessing SAM. Ask yourself questions like: “What regions or market segments can you serve?”, “Which consumers are interested in your product?”

For example, a company that produces vegan chocolate bars might limit SAM to o