Internal · Market + pricing + whitespace

Market, pricing and whitespace workspace.

TAM/SAM/SOM funnel (S$62M / S$27M / S$1.9M Y3 exit), six SG policies, country readiness, five personas with NBA cards, five-tier ladder, segment-need heatmap, five attack plans, six market trends. Sourced from /data/intel/market-intelligence.json, /data/intel/pricing-strategy.json and /data/intel/whitespace-framework.json. Research date 2026-05-22.

TAM · SAM · SOM

S$62M TAM, S$27M SAM, S$1.9M SOM (Y3 exit).

Three-stage funnel from market-intelligence.json. TAM stack: mid-market 30–500 HC (S$30M) + sub-enterprise 500–2,000 HC (S$18M) + provider tenancy (S$14M). SAM filters: ≥30 HC, browser-based workforce, deck-heavy material, SaaS-procurement-ready, PDPA-sensitive. SOM models direct + EA-agency seed Y1, HRMS/EOR channel Y2, multi-entity SMB consolidators + Enterprise white-label Y3.

Loading market funnel…

Policies

Six SG regulatory anchors.

PDPA SG-residency expectations, IMDA AI Verify Foundation, MOM TAFEP Fair Consideration Framework, IHRP HR-data PDPA guidance, Companies Act + ACRA audit-trail expectations, IRAS IR8A/IR21 documentation hygiene. Each card surfaces implication-for-us from market-intelligence.json.policies[].

Loading policies…

Country readiness

SG primary, regional in scope.

Per-country regulatory / tech-maturity / price-tolerance scores from market-intelligence.json.adoption_patterns.country_readiness. Singapore (5/5/4), Hong Kong (4/5/4), Malaysia (3/4/3), Indonesia (3/3/2), Thailand (3/3/2), Vietnam (2/3/2).

Loading country readiness…

Personas

Five buyer shapes.

SME Ops Director with decks, EA-agency Operations Head, HRMS / EOR partner CS Lead, Mid-market HR Manager (100–500 HC), Brand-led SME owner. Each card includes ICP, pains, current workaround, willingness-to-pay band and recommended tier.

Loading personas…

Next best alternative

Monthly SGD equivalent each persona is paying today.

NBA arithmetic from pricing-strategy.json. SME Ops Director ~S$600/mo (manager time at S$60/hr × 10 hrs/mo); EA-agency Ops Head ~S$600/mo (12 hrs/mo at S$50/hr); HRMS partner CS Lead ~S$1,520/mo (Articulate + Coursera + integration eng); Mid-market HR Manager ~S$830/mo (TalentLMS + Articulate + reporting time); Brand-led SME owner ~S$700/mo (design agency + Synthesia + WordPress).

Loading NBA math…

Five tiers

Starter, Team, Pro, Scale, Enterprise.

Full tier table from pricing-strategy.json.recommended_tiers — price, minimum seats, what is included, what is excluded, psychological anchor. Pro / Scale / Enterprise are combo tiers (platform-flat + per-user). Verbatim from intel; do not edit on this page.

Loading tier ladder…

Grants

Empty by design.

pricing-strategy.json.grants is intentionally an empty array. Government grants are excluded from the marketing pitch on the recalibrated brief. Mentioned privately in sales conversations if a buyer raises them; not surfaced on any external page.

Loading grants…

Heatmap

Five segments × six needs.

Segments: SME Ops Director with decks, EA-agency Operations Head, HRMS/EOR partner CS Lead, Mid-market HR Manager, Brand-led SME owner. Needs: ingest existing decks, auto-quiz from your content, SG-compliance baseline, white-label, per-question heatmap, swipe-card buy. Cells hydrate from whitespace-framework.json.heatmap.cells with us-score plus top-4 competitor specialisations per cell.

Loading heatmap…

Attack plans

Five wedges, ranked.

Rank 1: BYO-deck reverse-engineering (S$10M TAM). Rank 2: EA-agency turn-key onboarding kit (S$3M TAM). Rank 3: HRMS / EOR white-label Learn module (S$6M TAM). Rank 4: Mid-market role-tracks + heatmaps (S$11M TAM). Rank 5: Brand-precious SME white-label wedge (S$4M TAM). Each plan surfaces ICP, why-gap, why-we-win, GTM channel, pitch, pricing, content.

Loading attack plans…