ElitezShelf

Pricing strategy

Three tiers. NBA-anchored. PSG-stacked.

The pricing playbook produced by Agent 3 of the competitor-intel methodology — five buyer personas with structured Next-Best-Alternative arithmetic, competitor pricing benchmark, elasticity by segment, three recommended tiers, and the SG grant stack.

Pricing thesis · ≤ 100 words

We anchor on NBA — Trax SG carve-out cost for MNC trade marketing, displaced rep + analyst wage for mid-market, and per-project burst-audit cost for DTC challengers — and price the core Trade tier at ~45% of competitor benchmark. PSG stacks the Trade tier to a net SGD 5K/mo, which beats every SG-local incumbent on headline and beats global incumbents on total-cost-of-ownership once heartland coverage is counted. We deliberately leave the top-3 MNC contracts (Coca-Cola, Unilever, Nestlé) to Trax — the structural fight is mid-market and below.

Pillar D · Recommended tiers

Pilot. Trade. Enterprise.

Each tier targets exactly one persona. PSG halves the Trade and Enterprise effective price for SG buyers on a 12-month commit.

Pilot

3 SKUs × 3 retailers · weekly cadence · 4-week burst

S$5,000/mo

Month-to-month, 4-week minimum

Designed for

Challenger DTC-to-retail founder

also fits · Niche import distributor (3-SKU bundle)

Walk into your week-5 buyer review with photos, not a rep's text message — half the cost of a ShelfPerfect 4-week audit, every week instead of once.

Included

3 SKUs × 3 retailers · weekly visit cadence
Weekly evidence pack (PDF + photos + facings)
Planogram diff scoring at facings level
Email + WhatsApp founder support · SG hours
Branded retailer evidence pack for buyer reviews

Not in this tier

Real-time OOS alerts (upgrade to Trade)
Promo OCR + price decoding (upgrade to Trade)
Custom CSV / Parquet export (upgrade to Enterprise)

Pilot Pilot

Month-to-month, 4-week minimum

Trade

Enterprise

15 SKUs × 6 retailers · adjacency · API · CSM · SEA expansion

S$25,000/mo

PSG-eligible · effective S$12,500/mo

Designed for

MNC Trade Marketing Manager

One quarterly retailer category review's worth of facings recovered = 12 months paid. PSG-eligible — net SGD 12.5K/mo, comfortably under Trax's SG carve-out.

Included

15 SKUs × 6 retailers · weekly cadence (overage S$300/SKU/retailer/mo)
Competitor adjacency tracking + shelf-talker placement scoring
Custom API + BI integration (Looker / Power BI / Tableau)
Dedicated CSM with monthly category review session
SEA expansion: MY + ID coverage in Y2 roadmap
Compliance pack: PDPA-registered + SG data residency + IMDA AI Verify alignment
Print-ready quarterly retailer evidence pack (5 categories)

Not in this tier

White-labelled deployment (ask sales)
Cross-MNC competitive panels (regulatory; ask sales)

Pilot Enterprise

12-month minimum, EDG-bundleable as a project

Trade list

S$10,000 / mo

vs. Trax ~S$30K · half the headline

Trade after PSG

S$5,000 / mo

50% IMDA grant · 12-mo commit

Enterprise after PSG

S$12,500 / mo

vs. Trax SG carve-out S$25–50K

Anchor 01 · Competitor pricing

What the incumbents charge.

Most figures are estimated — Trax and NielsenIQ pricing is not public. Bands reflect SG-specific contract benchmarks from agency interviews and G2 / vendor public pricing pages where available.

Trax Retail

MNC enterprise · top-of-market

hidden estimated

S$25,000S$50,000

CadenceReal-time at deployed sitesSourceEstimated from public press / G2 reviews · 6-figure SGD/yr typical for SG MNC carve-out

ShelfPerfect

Mid-market — MNC mid-tier

estimated

S$8,000S$25,000

CadencePer-project / on-demandSourceVendor public pricing pages + 3 SG agency interviews (Q1 2026)

NielsenIQ Brandbank

Top-tier MNC · regional panels

hidden estimated

S$8,000S$18,000

CadenceMonthly panelSourceEstimated from panel-subscription benchmarks · 6-figure SGD/yr typical

DIY rep apps (Repsly et al.)

Free / freemium · low-fidelity

public

S$freeS$500

CadenceSelf-reported by repsSourceVendor public pricing pages

ElitezShelf

Pilot · Trade · Enterprise tiers

public

S$5,000S$25,000

CadenceWeekly passive on routed visitsSourceList price; PSG-eligible at Trade and Enterprise tiers

Pillar A · Buyer personas · 5

Five archetypes. Each with a verifiable NBA.

Every persona's WTP band must sit between 0.4× and 1.2× of nba.monthly_sgd_equivalent. Outside that band, the persona is flagged exploratory. Confidence reflects how grounded the NBA arithmetic is — not how confident we are in the persona.

trade_marketing_mgr

MNC Trade Marketing Manager

Trade Marketing Manager at a top-10 FMCG MNC (SG-based, 5–12 yrs experience). Owns SOS/OSA targets for 2–4 categories; reports to a Marketing Director benchmarked on monthly NielsenIQ panels.

Pains

Gets dinged when competitor steals facings — but data lands monthly, after the loss is locked in
Trax contract is owned at regional HQ; SG-specific drilldowns require a ticket and 3-week wait
NTUC FairPrice and Sheng Siong heartland under-covered by current panels; 60%+ of SOS volume is invisible week-to-week
Walks into quarterly retailer category review without recent shelf evidence — the buyer always has fresher data than the brand does

Workaround today

Trax regional dashboard (read-only) + NielsenIQ monthly panel + WhatsApp pings to Elitez merchandisers + a personal Excel of OOS observations.

NBA · competitor price

confidence 0.70

Trax SG-only enterprise carve-out sits at SGD 25–50K/mo for a top-10 MNC; ShelfPerfect per-project monthly avg ≈ SGD 15K/mo equivalent. Our wedge is ~50% of Trax at weekly cadence with deeper heartland reach.

Trax MNC SG-specific carve-outS$30,000/mo
ShelfPerfect per-project avgS$15,000/mo
Avg of top twoS$22,500/mo

monthly_sgd_equivalentS$22,500

WTP band · S$/mo

S$12,000expected · S$25,000S$45,000

NBA · S$22,500

expected / NBA = 1.11 · within 0.4–1.2× band ✓

midmarket_brand_owner

Mid-market FMCG brand owner

Founder / sales director at a SG mid-market FMCG (S$50–200M revenue, own-brand portfolio, e.g. Yeo's, Super, F&N-style local). Reports to themselves or a managing director; signs the trade marketing PO directly.

Pains

Reps self-report compliance via WhatsApp; no way to verify without driving to the store
Lost shelf placement at NTUC reset last quarter; first knew about it 6 weeks after the fact
Trax pitch starts at S$200K/yr — kills the conversation before it begins
Bookkeeping is meticulous; trade marketing analytics is a black box

Workaround today

Rep WhatsApp reports + a quarterly site visit by the founder + retailer-supplied scan data when relationships permit.

NBA · wage

confidence 0.75

Founder spending 4 hrs/wk + 3 reps spending 2 hrs/wk each on shelf-check loops; alternative is hiring a junior trade-marketing analyst at SGD 5K/mo loaded.

Founder hours saved · 16/mo @ S$200/hrS$3,200/mo
Rep hours redirected · 30/mo @ S$50/hrS$1,500/mo
Junior analyst alternativeS$5,000/mo

monthly_sgd_equivalentS$9,700

WTP band · S$/mo

S$4,000expected · S$8,000S$15,000

NBA · S$9,700

expected / NBA = 0.82 · within 0.4–1.2× band ✓

challenger_founder

Challenger DTC-to-retail founder

Founder of an SG DTC brand (food / personal care / household, S$1–10M revenue) graduating into NTUC, Cold Storage, or Donki. Self-funded or seed-stage; budget tight; week-5 buyer review is make-or-break.

Pains

Retailer buyer asks 'how's it selling on shelf?' — answer can't be 'I don't know yet'
Trax / ShelfPerfect both quote per-project at S$25–40K — eats half the launch budget
Want photos and SOS evidence packs the buyer can keep in their file
No team to run a manual shelf-check program across 4 retailers weekly

Workaround today

Self + co-founder driving to flagship outlets + Instagram-tagged photos from happy customers + retailer-supplied scan data after 30 days.

NBA · tooling stack

confidence 0.60

ShelfPerfect-style 4-week burst audit averaging SGD 32K = SGD 8K/mo equivalent; alternatively, founder time + a contract analyst running shelf-check spreadsheets ≈ SGD 6K/mo.

ShelfPerfect 4-wk audit (amortised)S$8,000/mo
Founder + contract analyst alt.S$6,000/mo

monthly_sgd_equivalentS$7,000

WTP band · S$/mo

S$3,000expected · S$5,000S$12,000

NBA · S$7,000

expected / NBA = 0.71 · within 0.4–1.2× band ✓

niche_import_distributor

Niche import distributor

Director of an SG niche-import distributor (Korean RTE, Japanese snacks, halal premium chocolate, plant-milk SMEs) running 3–15 SKUs into Donki, Mustafa, FairPrice Finest. Annual revenue S$5–30M; founder-led commercial team.

Pains

Donki / Mustafa fall outside Trax fixed-camera footprint and NielsenIQ panel design
Buyer (Donki, Mustafa) reorders weekly; need to know which novel SKU is winning the shelf right now
No incumbent prices below SGD 100K/yr for the 3 retailers we actually sit in
When competitor distributor lists a new SKU, we hear about it 2 months late from a friendly merchandiser

Workaround today

Phoning the buyer at Donki Orchard + walking the floor every Friday afternoon + a pricing-checker WhatsApp group with three other distributors.

NBA · wage

confidence 0.65

Director spending 6 hrs/wk on store visits + assistant 4 hrs/wk on shelf photos = 10 hr × 4.33 wk ≈ SGD 7.7K/mo opportunity cost.

Director time · 26/mo @ S$200/hrS$5,200/mo
Assistant time · 17/mo @ S$50/hrS$850/mo
Junior buyer alternativeS$4,500/mo

monthly_sgd_equivalentS$6,900

WTP band · S$/mo

S$3,500expected · S$6,000S$12,000

NBA · S$6,900

expected / NBA = 0.87 · within 0.4–1.2× band ✓

trade_mkt_agency_lead

Trade marketing agency lead

Account lead at a SG trade marketing agency running shelf programs for 3–8 FMCG MNC clients. Bills clients monthly; needs evidence-pack throughput as a deliverable to retain accounts.

Pains

Client demands weekly shelf evidence; the agency runs a manual rep-check program that scales linearly with cost
Trax / ShelfPerfect data is owned by the client — agency can't differentiate by adding it on top
When the agency loses an account, the gap is often attributed to 'lack of fresh shelf data', not service quality
Hiring more reps to scale shelf-check is margin-destructive (loaded cost SGD 4–5K/mo per rep)

Workaround today

Subcontracted merchandiser network + a shelf-check Excel passed weekly to the client + a quarterly QBR where photos are pulled from rep WhatsApp histories.

NBA · wage

confidence 0.70

Replaces 2 dedicated rep FTEs (loaded SGD 4.5K/mo each) freed up for higher-value account work. Plus avoids building an internal CV pipeline (out-of-scope; multi-year cost).

2 FTE merchandisers redeployedS$9,000/mo
Internal CV-pipeline alt. amortised over 3yrS$6,000/mo

monthly_sgd_equivalentS$11,000

WTP band · S$/mo

S$6,000expected · S$12,000S$20,000

NBA · S$11,000

expected / NBA = 1.09 · within 0.4–1.2× band ✓

Pillar B · Pricing models scored by persona

Five candidate models. Flat SKU-bundle wins.

Each model scored 1–5 against each persona. Pick the model that scores highest at the highest-value persona — not highest on average. Keep the runner-up in your back pocket; it shows up inside the Enterprise tier as the per-SKU overage mechanic.

Pricing model	MNC Trade Marketing Manager	Mid-market FMCG brand owner	Challenger DTC-to-retail founder	Niche import distributor	Trade marketing agency lead
Flat SKU-bundle subscriptionPICKED Buyer pays a single SGD/mo for an SKU × retailer × cadence bundle. Predictable for finance, simplest to procure. Compresses revenue if a buyer's SKU count grows mid-year — handled via tier upgrade.	4	5	5	5	4
Per-SKU per-retailer per-month SGD/SKU/retailer/mo. Tracks usage faithfully but introduces budget volatility — finance teams resist surprise bills. Useful for MNC tier where SKU breadth is the buying signal.	4	2	2	3	3
Per-audit-event SGD per audit visit reported. Aligns vendor cost with delivery, but unit is opaque — buyers cannot intuitively budget 'how many audits per month'. Hostile to predictable trade marketing ops.	2	1	2	2	3
Hybrid: platform fee + per-SKU overagerunner-up A flat platform fee covers a baseline SKU count; usage above the baseline carries a marginal SGD/SKU. Honest middle when flat under-captures and per-SKU terrifies. Useful for the Enterprise tier.	5	3	2	3	5
Outcome-based (per facing recovered / OOS prevented) SGD per facing recovered or OOS prevented. Maximum alignment, minimum adoption — attribution is contested and finance will not approve. Reserved for case-study experiments with willing partners.	2	1	1	1	2

Decision rationale

Highest-value persona is the MNC Trade Marketing Manager (WTP S$25K × Enterprise tier × ~6 target accounts in Y1). Flat SKU-bundle scores 4 there and 5 across the next two highest-value personas (mid-market, agency). Hybrid scores higher on MNC alone but loses on the mid-market core. Pick Flat as the core; borrow Hybrid mechanics inside the Enterprise tier as overage above the SKU baseline.

Pillar C · Elasticity per segment

Default = medium. Override only with evidence.

SG SME markets are mostly medium-elastic. We override to 'high' only for the Challenger DTC segment, where cohort interviews show explicit price walks above S$8K/mo monthly.

Segment	Band	Evidence
MNC Trade Marketing Manager	medium	Compliance + benchmark-budget driven; price shows up in deliberation but rarely as the deciding factor when the alternative is missing weekly visibility. Trax kept its premium through 2024–2025 despite SG-local entrants. Two of three SG MNC trade-marketing leads interviewed (Q1 2026) named 'evidence pack quality' before 'price' as the buying criterion.
Mid-market FMCG brand owner	medium	Founder-signed POs are budget-aware; an interviewed mid-market FMCG founder (n=4, Q1 2026) all walked away from quotes above SGD 15K/mo. ShelfPerfect typically wins this segment via per-project pricing rather than annual contracts. Cohort analysis is not available; band is medium pending live deployment data.
Challenger DTC-to-retail founder	high	Pre-revenue or low-revenue brands; budget allocation to shelf intel is discretionary. Three challenger founders interviewed (Q1 2026) capped tooling spend at S$5K/mo and explicitly wanted month-to-month contracts. ShelfPerfect's per-project structure (typical S$25–40K) is the affordability ceiling — anything monthly above S$8K loses the deal.
Niche import distributor	medium	Distributor margins are thin; trade marketing analytics is not a default budget line. WTP is bound by the perceived margin-loss from missing a competitor SKU launch (estimated SGD 3–8K/mo by 4 of 5 distributors interviewed). Bundle discounts when 3+ cell-mates buy together cushion the elasticity — band stays medium.
Trade marketing agency lead	medium	Agencies bill clients monthly and recover the cost in the retainer; price tolerance is moderate as long as the cost margin is preserved. Agencies interviewed (n=3, Q1 2026) absorbed up to 12% of retainer fee on shelf-data tooling, beyond which the client expected pass-through pricing — bringing the agency's negotiation leverage to the table.

What Enterprise delivers

The retailer evidence pack is the Enterprise asset.

Quarterly print-ready PDF assembled from 12 weeks of weekly captures across the contract retailers. The artefact a Trade Marketing Manager walks into a Category Manager review with.

Every Enterprise account gets a quarterly retailer evidence pack — one PDF per retailer × category, photo grid of shelf states across 12 weeks, facings-count timeline, and OOS-frequency annotations.

All photos are timestamped and GPS-tagged. PDPA-compliant capture means incidental persons are blurred at the camera before footage leaves the merchandiser's body-cam.

The pack is the asset that makes the Q-on-Q retailer review productive — buyers respond to fresh weekly evidence, not to monthly panel summaries.

Retailer evidence pack — printed PDF mockup with NTUC FairPrice header, 12-week facings count chart, and 4-photo capture grid — ● Quarterly retailer evidence pack · sample

SG grant stack

PSG halves the Trade tier. EDG bundles the Enterprise project.

The single highest-leverage move on this pricing page is PSG pre-approval. We file by 2026-Q3 to access the SME budget cycle in Q4.

PSG

Productivity Solutions Grant (IMDA)

50%

CapS$30,000/yr

AppliesTrade · Enterprise

Eligibility

SG-registered, ≥30% local shareholding, ≤SGD 100M revenue or ≤200 staff, subscription on PSG pre-approved listing with ≥12-month commit.

Sales note

PSG pre-approval is in roadmap — apply by 2026-Q3 for the 2026-Q4 SME budget cycle. At Trade tier, halves effective price from SGD 10K → SGD 5K/mo. Cap of SGD 30K/yr binds for Trade buyers running the full 12 months.

EDG

Enterprise Development Grant (Enterprise SG)

70%

Capno fixed cap

AppliesEnterprise

Eligibility

SG-registered, ≥30% local shareholding, viable business, project filed via Business Grants Portal before start; Enterprise tier bundled with implementation + training as a strategic capability project.

Sales note

Applied to total project cost, not per-month. Useful for the Enterprise tier when sold as a 12-month engagement with a defined transformation outcome (e.g. 'launch SOS dashboard for 5 categories'). Caller out in the sales motion; not stacked on top of PSG.

SFEC

SkillsFuture Enterprise Credit

90%

CapS$10,000/yr

Appliesnot stacked on monthly tier

Eligibility

SG enterprise with ≥SGD 750 SDL paid, ≥3 SG local employees; bundled with approved training programme.

Sales note

Does not apply to monthly subscription alone. Useful for stretch tier when a training package (e.g. trade marketing analyst certification) is bolted on. Honesty matters — we don't claim SFEC against the Enterprise tier price by default.

Caveats

Things this page does not yet do.

cohort data · pending

Elasticity bands are interview-anchored, not cohort-proven. Every band moves to 'medium-confidence' once we have 6 months of paid-customer cohort data.

PSG · in roadmap

PSG pre-approval listing application is filed in 2026-Q3. Until it lands, the effective_price_after_psg figures are conditional. Enterprise EDG-bundled pricing is bespoke per project.

competitor figures · estimated

Trax and NielsenIQ contract pricing is hidden by NDA. Bands reflect interviews with three SG FMCG agencies and public benchmarks; treat as directional within ±25%.

Run the math against your category.

We'll model your buyer's NBA against your trade-marketing ops cost in your demo. You decide whether the Trade tier post-PSG fits your budget.

Book a 15-min walkthrough