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docs: add pricing research #89

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docs: add pricing research
natashaannn Jun 17, 2026
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docs: refine pricing, competitor analysis, and target market
victoria-lo Jun 19, 2026
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182 changes: 182 additions & 0 deletions docs/EDITING_PACKAGES.md
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# poddedit — Target Market & Editing Packages

Updated to reflect the final 19 Jun 2026 slides.

---

## Target Market

poddedit is positioned for creators and teams who publish consistently and need a repeatable content workflow, not casual hobby-only use cases.

### Singapore Potential Client Size (Assumption-Based)

This is a bottom-up planning model for commercial strategy, not a claim of total market census.

Market anchors from Poddster page (19 Jun 2026):
- "Trusted by 2k+ podcasters, creators and brands"
- "Created 3K+ videos"
- 6 studios in Singapore

How to interpret:
- 2k+ is best treated as cumulative served accounts over time, not active monthly demand.
- For planning, active recurring demand is a smaller subset that publishes at least monthly.

Practical serviceable market scenarios for poddedit (Singapore):

| Scenario | Assumption | Serviceable recurring accounts |
|---|---|---:|
| Conservative | 5% of 2,000 cumulative are active and fit for recurring post-production | ~100 |
| Base case | 8% active recurring fit | ~160 |
| Upside | 12% active recurring fit | ~240 |

Interpretation for growth planning:
- At 100 to 240 recurring accounts in-market, poddedit only needs a small share to build a strong recurring base.
- A 5% share of the base-case scenario is ~8 recurring accounts.
- A 10% share of the base-case scenario is ~16 recurring accounts.

### Who is most likely to buy long-term

| Segment | Why they buy | Typical cadence | Partnership potential |
|---|---|---|---|
| Creator-led shows | Need consistency across YouTube, Shorts, Reels, LinkedIn | Weekly or bi-weekly | Medium to high |
| Founder/B2B thought leadership | Content supports pipeline and brand authority | Weekly | High |
| Studios/agencies | Need scalable post-production capacity | Weekly across multiple shows | Very high |

### Willingness to pay: setup-based examples

Examples below use only published Poddster prices and poddedit listed prices.

Example A: Creator currently on studio + edit only
- Current setup: S$273 recording + S$280 standard edit = S$553 per cycle
- Pain: still needs clips and social outputs separately
- poddedit angle: Essential or Growth gives predictable episode-based packaging with faster multi-format handoff

Example B: Thought-leadership show needing discoverability assets
- Current setup equivalent: S$273 recording + S$280 edit + S$453 subtitles + S$280 highlights = S$1,286
- Pain: line-item stacking and coordination overhead
- poddedit angle: Growth/Premium consolidate core outputs into one operating package

Example C: Team with recurring distribution requirements
- Current setup equivalent: S$1,286 + S$292 distribution = S$1,578
- Pain: fragmented workflow and slower campaign execution across formats
- poddedit angle: Premium + recurring plan for integrated long-form and short-form outputs

Willingness-to-pay implication:
- Buyers already paying line-item totals above S$1,000 per cycle are typically value-driven by speed, consistency, and team bandwidth, not just lowest price.
- This supports a partnership model centered on throughput and outcome reliability.

### Independent and Creator-Led Podcasts
**Who they are:** Solo hosts and small creator teams building a consistent channel on YouTube/Spotify/TikTok.

**Goals:** Publish on schedule, keep branding consistent, and repurpose each episode into multiple formats.

**Pain point:** Editing, clipping, captioning, and formatting across platforms takes too much time.

### Business and Thought-Leadership Podcasts
**Who they are:** Founder-led, B2B, and company podcasts where episodes support brand, demand generation, or community growth.

**Goals:** Turn each recording into polished long-form and social assets without managing a large in-house post-production team.

**Pain point:** They need reliable quality and fast turnaround with minimal back-and-forth.

### Podcast Studios and Agency Partners
**Who they are:** Studios that run production for multiple podcast clients.

**Goals:** Expand service capacity and margins with a repeatable post-production partner.

**Pain point:** Manual multi-camera editing and repurposing does not scale as client volume grows.

### Long-Term Partnership Model

1. Start with one show for 4 to 6 episodes to establish baseline quality and turnaround.
2. Move to monthly retainer with expected output mix by tier.
3. Set a recurring content rhythm: weekly publish date, fixed review window, fixed final delivery window.
4. Add quarterly planning checkpoints for format mix, hooks, carousel strategy, and channel performance.
5. Expand within account: additional hosts, sister shows, and campaign-specific Premium outputs.

---

## Packages

### Essential

Reliable baseline editing.

Pricing:
- S$179 (up to 30 minutes)
- S$229 (31 to 60 minutes)

Deliverables:
- Transcript and subtitle file
- Multi-camera angle editing
- Speaker labels and logo watermark
- Intro and outro insertion
- 1080p output

---

### Growth (Most Popular)

Consistent branded publishing.

Pricing:
- S$279 (up to 30 minutes)
- S$399 (31 to 60 minutes)

Everything in Essential, plus:
- Custom thumbnail
- Hook intro and one free teaser clip
- 1 carousel post
- 2 short-form clips with captions
- 4K output

---

### Premium

Maximum quality and customization.

Pricing:
- S$499 (up to 30 minutes)
- S$749 (31 to 60 minutes)

Everything in Growth, plus:
- Custom overlays, b-roll/stock footage, and concept explainers
- +3 short-form clips
- +2 carousel posts
- Priority delivery

---

## Add-Ons

Aligned to items included in the final slides.

| Add-On | Description | Price (SGD) |
|---|---|---|
| Extra short-form clip | Additional 9:16 Reel/Short/TikTok with captions, hook, and reaction cuts | +S$30 per clip |
| Extra carousel | Additional 6 to 9 slide carousel with on-brand fonts, screenshots, and captions | +S$50 per carousel |
| Rush delivery (<24h) | Expedited turnaround applied to the selected package | +25% on package price |
| Chapter markers | Timestamped chapter markers for easier navigation | S$29 per episode |
| Custom branding (intro/outro) | Bespoke animated intro and outro built to brand spec | S$299++ one-time |
| Annual retainer | Commitment discount model | 1 month free |

---

## Package Summary

| | **Essential** | **Growth** | **Premium** |
|---|---|---|---|
| Price (up to 30 min) | S$179 | S$279 | S$499 |
| Price (31 to 60 min) | S$229 | S$399 | S$749 |
| Transcript and subtitle file | ✓ | ✓ | ✓ |
| Multi-camera angle editing | ✓ | ✓ | ✓ |
| Speaker labels + logo watermark | ✓ | ✓ | ✓ |
| Intro and outro insertion | ✓ | ✓ | ✓ |
| Hook intro | — | ✓ | ✓ |
| Custom thumbnail | — | ✓ | ✓ |
| Short-form clips with captions | — | 2 + teaser | 5 + teaser |
| Carousel posts | — | 1 | 3 |
| Custom overlays/b-roll/concept explainers | — | — | ✓ |
| Output quality | 1080p | 4K | 4K |
| Priority delivery | — | — | ✓ |
153 changes: 153 additions & 0 deletions docs/FINANCIAL_PROJECTIONS.md
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# poddedit — Financial Projections

Working backwards from income replacement using the final Essential/Growth/Premium pricing.

---

## Goal

| | Per person / month | Team of 3 / month |
|---|---|---|
| Target (low) | S$5,000 | S$15,000 |
| Target (high) | S$6,000 | S$18,000 |
| **Midpoint used below** | **S$5,500** | **S$16,500** |

---

## Pricing Inputs Used

| Tier | Up to 30 min | 31 to 60 min | Blended midpoint |
|---|---:|---:|---:|
| Essential | S$179 | S$229 | S$204 |
| Growth | S$279 | S$399 | S$339 |
| Premium | S$499 | S$749 | S$624 |

---

## Time Estimates Per Package

Hands-on time excludes automated sync/transcription baseline and focuses on review + creative decisions.

| Tier | Blended price | Hands-on time | Implied rate |
|---|---:|---:|---:|
| Essential | S$204 | ~1.0 h | S$204/h |
| Growth | S$339 | ~2.0 h | S$170/h |
| Premium | S$624 | ~4.0 h | S$156/h |

Even after adding admin/revision overhead, all three tiers maintain healthy effective hourly returns.

---

## Per-Person Revenue Scenarios

### Scenario A — Conservative Mix

| Tier | Episodes / month | Revenue | Time |
|---|---:|---:|---:|
| Essential | 10 | S$2,040 | 10 h |
| Growth | 8 | S$2,712 | 16 h |
| Premium | 1 | S$624 | 4 h |
| **Total** | **19** | **S$5,376** | **30 h / month** |

Near target with moderate volume.

### Scenario B — Target Mix (Growth-led)

| Tier | Episodes / month | Revenue | Time |
|---|---:|---:|---:|
| Essential | 5 | S$1,020 | 5 h |
| Growth | 10 | S$3,390 | 20 h |
| Premium | 2 | S$1,248 | 8 h |
| **Total** | **17** | **S$5,658** | **33 h / month** |

Clears the midpoint target with manageable weekly hours.

### Scenario C — Premium-Weighted

| Tier | Episodes / month | Revenue | Time |
|---|---:|---:|---:|
| Growth | 6 | S$2,034 | 12 h |
| Premium | 6 | S$3,744 | 24 h |
| **Total** | **12** | **S$5,778** | **36 h / month** |

Fewer accounts needed, but requires stronger trust and case studies.

---

## Target Market Model (Singapore)

Primary motion is B2B/B2Creator: creator teams, business podcasts, and studio partners.

### Anchor signals from market leader activity

Reference source: https://singapore.poddster.com/professional-podcast-editing

- Trusted by 2k+ podcasters, creators and brands
- Created 3K+ videos
- 6 studios in Singapore

These are treated as market activity signals. For financial planning, we model only the recurring subset likely to buy monthly post-production.

### Serviceable recurring client scenarios

| Scenario | Assumption applied to 2,000 cumulative accounts | Estimated recurring accounts |
|---|---|---:|
| Conservative | 5% are active recurring and fit for ongoing post-production | ~100 |
| Base case | 8% active recurring fit | ~160 |
| Upside | 12% active recurring fit | ~240 |

### Segment behavior and volume impact

| Client type | Typical active shows | Typical cadence | Episode volume impact |
|---|---:|---|---|
| Creator team | 1 to 2 shows | Weekly or bi-weekly | 4 to 8 ep/month |
| Business podcast | 1 show | Weekly | 4 ep/month |
| Studio partner | 3 to 6 shows | Weekly or bi-weekly | 12+ ep/month |

A single studio partner or two to three business/creator clients can cover target monthly volume per editor.

### Willingness to pay (setup-based)

Using published Poddster line items as baseline spend expectations:

| Current setup archetype | Poddster line-item total | Buyer mindset |
|---|---:|---|
| Recording + standard edit | S$273 + S$280 = S$553 | Cost-aware but quality-seeking |
| Recording + edit + subtitles + highlights | S$273 + S$280 + S$453 + S$280 = S$1,286 | Growth-oriented, needs distribution outputs |
| Same as above + distribution | S$1,286 + S$292 = S$1,578 | Team with recurring campaign needs |

Implication for poddedit:
- Buyers already operating in S$553 to S$1,578 cycles are usually buying for consistency and speed, not just one-off cheapest edits.
- This supports retainer-first packaging and long-term partnerships with predictable output SLAs.

---

## Add-On Revenue Uplift

Only add-ons present in the final slides are included.

Assumptions on Scenario B volume (17 episodes/month):
- 30% take one extra clip (+S$30)
- 20% take one extra carousel (+S$50)
- 15% take rush (+25% on package, assumed S$339 avg)
- 25% take chapter markers (S$29)

Estimated monthly uplift:
- Extra clips: 5 x S$30 = S$150
- Extra carousels: 3 x S$50 = S$150
- Rush: 3 x (0.25 x S$339) = S$254
- Chapter markers: 4 x S$29 = S$116
- **Total uplift: ~S$670/month per person**

Scenario B with add-ons becomes approximately **S$6,328/month per person**.

---

## Team Summary (3 People)

| Scenario | Episodes / month | Revenue / month | Revenue / year |
|---|---:|---:|---:|
| Conservative | 57 | S$16,128 | S$193,536 |
| Target | 51 | S$16,974 | S$203,688 |
| Premium-weighted | 36 | S$17,334 | S$208,008 |
| Target + add-ons | 51 | S$18,984 | S$227,808 |
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