Serviceable Market

The portion of the total market that your business can realistically reach and serve, given your location, product, pricing, and capacity. It is a subset of the total addressable market.

Your serviceable market is a far more honest picture of your real opportunity than the headline total market. Planning around it leads to realistic targets and sensible spending.

A founder coaches in English and serves clients in her own time zone, so although the global coaching market is huge, her serviceable market is the slice she can actually reach and deliver to.