Serviceable Addressable Market (SAM) is the portion of the Total Addressable Market that your specific offering, pricing, and channels can actually reach and serve. It narrows TAM by the practical constraints of who you can sell to, leaving the realistic field you compete in — before accounting for the share you actually win against the alternatives.
SAM is the middle filter in the TAM-to-SAM-to-Share-of-Market funnel that BRI uses for defensible market sizing in the Financial Logic dimension of the Strategy Framework: TAM narrowed by reach and constraints. Narrowing SAM further by the share you actually capture yields Share of Market, which multiplied by pricing produces the revenue forecast. For the full treatment, see the Market Sizing pillar at /supporting/market-sizing. Related Terminology Index entries: Total Addressable Market; Share of Market; Market Sizing; Viability.
