Two fundamental ratios: Process (flow) ratios, Resource (asset) ratios, and Flow to Asset ratios.A third is Variation.
The potential market is defined by the desired market - that we 'intend' to sell to. Of the Potential market one part is unavailable (to varying degree). A customer that creates a rightful cost for us to pursue, is rightfully our market, and part of our rightful market share.
Unpublished: Values & Measures (TED 7:30), Commensurability, 2