File 03 — Pricing Strategy
Every tier is anchored to the buyer's next-best-alternative — the PWM-loaded cost of conventional manned guarding — and deliberately set well below it. Five personas, four tiers, one principle: replace a cost the buyer already understands.
The Buyers
No two personas share more than two of five pain points. Each carries a structured next-best-alternative (NBA) — the monthly spend they face if they do not buy Elitez.
FEDA-licensed migrant-worker dormitory
A 2-officer 24/7 guard post now costs ~S$19,400/month and rises every year under PWM; MOM licensing makes coverage non-discretionary.
Single commercial / industrial building
One 24/7 manned post costs ~S$9,700/month; the lobby guard is a cost tenants notice but rarely value. A cheaper daytime-only fallback exists.
30–150-officer licensed agency owner
Outcome-based tenders demand a command centre he cannot fund; building one is a ~S$650K bet (~S$7,600/mo amortised). Buys on margin spread.
Priced as a channel: the white-label fee covers 10 sites — economics beat self-build once scaled.
Elitez Group operating-unit head
Status quo is reduced agency guarding + siloed CCTV + ops-admin ≈ S$5,470/site/month. The internal book justifies the build's net S$275K.
Bid / ops director, multi-site IFM contractor
Security is the most labour-exposed line in an IFM bid; a representative 6-site portfolio is ~S$58,200/month of sub-contracted guarding. No list tier — at this scale the right instrument is a negotiated outcome-based contract (base fee + incident-SLA bonus/malus), not a price-sheet number.
The Price Architecture
Sentinel
S$3,200/mo
Commercial single-site
24/7 monitoring of one commercial site, AI analytics, talk-down, verified-alarm escalation, one nightly patrol. ≈ a third of one guard post.
≈ S$1,600 net after PSG co-funding
Garrison · lead tier
S$5,500/mo
Dormitory manless security
Full-estate multi-zone monitoring, one retained on-site officer, FEDA incident logging, crowd/fire analytics, SCDF escalation. A 60%+ saving on conventional guarding.
≈ S$2,750 net after PSG co-funding
Command Partner
S$9,000/mo
CCaaS white-label
White-label command-centre capacity (10 sites included) + S$1,400/site wholesale beyond, agency-branded dashboards, an OBC bid pack. Turns competitors into a channel.
EDG co-funds the agency's transformation project
Group Cost-Allocation
S$2,800/mo
Internal Elitez BU
Per-site internal chargeback at marginal-cost-plus, cross-BU incident dashboard, priority operator capacity. Recovers the net S$275K build across captive demand.
Below the BU's own reduced-guarding status quo
Grant Leverage
50%
EDG
Enterprise Development Grant — co-funds the command-centre adoption as a capability-transformation project.
50%
PSG · cap S$30k
Productivity Solutions Grant — applies once the package is an IMDA pre-approved solution (subscription buyers).
70%
WDG (JR+)
Workforce Development Grant — funds the job-redesign of the static-guard role into command-centre operator.
90%
SNEF CCP
Career Conversion Programme — co-funds reskilling displaced officers into command-centre roles.
Open item — PSG net prices assume the package secures an IMDA pre-approved listing (2–4 month process). PSG/EDG consolidate into the unified EDGE framework in H2 2026; re-verify mechanics then. Sources: MOM PWM, EnterpriseSG, remote-monitoring cost benchmarks. Research 2026-05-19.