Market & Pricing
Two artefacts on one page. Market sizing decomposes the opportunity into TAM (the broadest plausible buyer pool at typical ARPU), SAM (the wedge filtered to the segments your GTM can credibly serve), and SOM (the realistic capture in the planning horizon under your committed go-to-market motion). The pricing strategy half profiles the buyer personas, surfaces willingness-to-pay bands derived from competitor anchors and grant subsidies, and recommends pricing tiers mapped one-to-one against persona NBA arithmetic. Cross-link to competitors, whitespace, design audit, the printable report, or the public landing.
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, or the persona is flagged as exploratory.
Recommended pricing tiers
Tiers priced against persona NBAs. Where local grant subsidies apply (e.g. PSG / EDG in Singapore), the post-grant effective price is the column buyers actually compare against.