TAM → SAM → SOM, then four personas with willingness-to-pay bands.
Anchored against the SG hospital ceiling, not the US disruptor floor.
Two artefacts on one page. Market sizing decomposes the SG self-pay diagnostic-imaging opportunity into TAM (every SG resident self-paying for premium screening / private MRI), SAM (those within 2-hour reach of JB who can self-pay for AEVUM’s tier ladder), and SOM (the Y3 wedge AEVUM can plausibly capture from a 3-magnet facility). The pricing strategy half profiles the four buyer personas, surfaces willingness-to-pay bands derived from competitor price points and cross-border behaviour, and recommends the four tiers that map to the buyer set. Cross-link to competitor analytics, whitespace, design audit, the printable report, or the parent AEVUM site.
TAM → SAM → SOM
Bottom-up from MOH SG, Singstat HIES, MHTC MY, and DOSM MY. SAM filtered against SG household-income S$200k+ and JB / KL / ID upper-affluent within AEVUM’s 90-min drive radius. SOM grounded in 3 Siemens magnets at concierge SLA throughput.
What the sizing means
The five conclusions Agent 3 (pricing) and Agent 4 (whitespace) downstream of this page must respect.
Policies
Cross-border SG↔MY healthcare regulation matters across two jurisdictions. AEVUM operates under MOH MY / PHFSA + MMC + MAB + MSQH + AELB + BNM + PDPA MY rules; SG patients route through MOH SG cross-border guidance + SG IS Plan rules.
Four personas with structured NBA arithmetic
Each persona’s nba.monthly_sgd_equivalent is the displaced-spend baseline (per-scan-event for medical context). The expected WTP must sit between 0.4× and 1.2× that number for the tier to be defensible.
Recommended pricing tiers
Four tiers, each priced against a single persona. SGD-equivalent shown in the headline; MYR list price published in the patient-facing site. PSG isn’t applicable to medical services in MY — effective price = list price.