If TAM shows what’s possible and SAM shows what’s feasible, SOM shows what’s achievable.

It’s the grounded reality of your market position today — the customers you can realistically reach, serve and convert with your current team, budget and operational capacity.

Using the fitness app example:

• TAM is everyone who wants to get fitter.
• SAM is the segment your product can currently support.
• SOM is the group you can realistically reach and win. For instance, Australian iPhone users you can market to with the resources you have.

Inside Decidr, SOM becomes a live expression of your execution capacity. Instead of relying on optimistic forecasts or departmental guesses, SOM is shaped by structured, schema-driven attributes: your operational limits, regional availability, marketing reach, sales bandwidth, competitive dynamics and cost-to-serve.

Because these attributes live inside your ontology, SOM updates as your organisation changes. When you increase capacity, expand a region, automate a workflow or shift pricing, your obtainable market recalculates itself. SOM becomes a moving signal that reflects your real position, not last quarter’s assumptions.

SOM sits in the “execution” layer of Decidr’s goal structure. It shows what your organisation can actually deliver right now. This helps your agentic apps focus on goals that are not only desirable or feasible but also achievable in the short term.

This makes SOM an essential strategic input for intelligent organisations. It helps you avoid chasing markets you can’t yet support, highlights bottlenecks that limit your reach and reveals where small improvements could unlock new customers. It also keeps your apps aligned with your real operational posture so their decisions stay grounded, not aspirational.

In short, SOM shows reality. It’s the slice of your market you’re positioned to win today, expressed in a form your AI apps can use to prioritise actions, allocate effort and drive momentum.