Market & Pricing

Two artefacts on one page. Market sizing decomposes the SG private security spend into TAM (every PLRD-licensed addressable agency-served officer-month + tech-bundle attach), SAM (the unarmed-mid-tier-SME-MCST band Elitez can bid into within its PLRD scope), and SOM (the 3-year capture wedge anchored on SSIA 2023 + PWM+ Mark + 24/7 manned command centre at CT Hub). The pricing strategy half profiles the buyer personas grounded in deck-named clients (MCST committee chairs, property managers, MNC plant EHS directors, religious-site trustees, eldercare operators), surfaces willingness-to-pay bands derived from competitor rate cards + grant arithmetic, and recommends three tiers that map to the buyer set. Cross-link to competitor analytics, whitespace, design audit, the printable report, or the parent Elitez Security site.

TAM → SAM → SOM

What the sizing means

Policies

Personas with structured NBA arithmetic

Each persona's nba.monthly_sgd_equivalent is the displaced-spend baseline. The expected WTP must sit between 0.4× and 1.2× that number — outside that band, the persona is exploratory and the tier should be re-priced.

Recommended pricing tiers

Three tiers, each priced against a single persona's NBA. PSG-net effective price is the column the SME / MCST buyer actually compares against; manpower line is NOT PSG-eligible (only the tech bundle is).