Serviceable Addressable Market

Also called SAM

Serviceable addressable market: the portion of the total market you could actually serve given your product, business model, and reach. Narrower than TAM.

Why it matters

SAM is a more honest measure than TAM of the market you can realistically go after with what you have. It grounds market-size claims in your actual product and geography rather than a fantasy of total demand.

For example

A payroll startup's total market is every business, but its serviceable market is the metro-based tech companies its product and sales actually fit.

Related terms

Total Addressable Market Serviceable Obtainable Market Market Sizing

Go deeper

See how founders actually handle this on Growing and marketing, part of the Starting Up hub.

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