Prosumer Product: From Sprint Bottleneck to TMLS Launch

The enterprise sprint surfaced a structural bottleneck: 8% of company-qualified leads reach decision-makers. The prosumer product inverts the motion -- let practitioners pull the enterprise product into their organisations from below. TMLS (June 2026) is the launch vehicle.

Monthly range

TMLS/MLOps contacts

Pilot cohort

12 wk

Pilot duration

<$500

Pilot cost

Blended annual

Configure Assumptions

Adjust pricing, market size, and conversion assumptions. All numbers throughout the document update in real time. These parameters map directly to the scenario model pro forma.

Signal / mo

Analyst / mo

Blended ARPU

Est. Paid Subs

Launch MRR

ARR (M12)

Reachable

Free Signups

Pricing

Signal tier (monthly) ?

Entry-level practitioner tier. Below ~$500/yr, most practitioners expense without procurement. Default $29 is well under the threshold. Annual: $.

Analyst tier (monthly) ?

Full-access practitioner tier. At $79/mo ($948/yr) this sits at the borderline of the corporate card threshold. Higher prices may require procurement. Annual: $.

Annual discount ?

Discount for annual billing. Standard SaaS is 15-20%. Higher discounts improve cash collection upfront but reduce effective ARPU.

Analyst tier split ?

% of paid subscribers choosing the Analyst tier. Default 40%. Higher = higher blended ARPU. Validate in pilot: if most choose Signal, the blended ARPU drops significantly.

Enterprise Entry ACV (comparison) ?

Enterprise Entry tier ACV for comparison. From PROPOSAL.md: $48K/yr. Used to calculate how many prosumer subscribers = one enterprise customer.

Market & Distribution

TMLS/MLOps contacts ?

Total conference attendee pool. 20-45K via TMLS/MLOpsWorld. Co-founder-owned channel. Not all are email-reachable (see reachable %).

Email reachable % ?

Fraction with opted-in email. Default 65%. Conference lists typically 60-70%. Actual number: contacts.

Contact pool growth / mo ?

Organic monthly growth. Referrals, SEO, content sharing between conferences. Conservative 2%. Does not include conference event spikes.

Publication delay (weeks) ?

Anti-cannibalisation lever. Enterprise sees reports first. Prosumers see them this many weeks later. Longer delay = stronger enterprise premium, but reduces prosumer timeliness value.

Conversion & Retention

Free pilot signup % ?

% of reachable contacts entering free pilot. Default 7%. Conference events spike to 8-12%. Inter-conference 2-4%. Produces free signups.

Pilot-to-paid conversion % ?

UNVALIDATED. Most important prosumer variable. Default 8%. Pilot go/no-go: 5% min, 10% target, 15% strong. Produces paid subscribers.

Monthly churn (paid) ?

Monthly paid subscriber churn. Default 5% = 54% annual retention. B2C content: 4-8%. Community-driven: 3-5%. Content-only: 6-10%.

Pilot Parameters

Pilot cohort size ?

Number of contacts in the pre-TMLS validation pilot. Default 100. Large enough for statistical signal; small enough to manage personally.

Discovery conversations ?

Structured 30-min conversations for Phase 1. Default 15. Tests pricing, feature ranking, procurement pathway. 10 is minimum viable; 20+ is strong signal.

12-Month Revenue Projection (Prosumer Only)

From TMLS launch, assuming configured conversion and churn rates. Does not include enterprise revenue.

Scenario Model Parameters

These map directly to the "Prosumer Tier" section of the Peerlabs Scenario Model v2. Copy into the scenario model or adjust here and re-export.

Tie to Scenario Pro Forma

The parameters above feed the "Prosumer Wedge" and "Blended Reality" tabs in Peerlabs-Scenarios-v2.html. Match proPrice to Blended ARPU ($), proContacts to , proConversion to %, proChurn to %.

Prosumer vs. Enterprise Economics

Blended ARPU / mo

Prosumer LTV

Enterprise LTV (3yr)

Entry tier, 3-year retention

Prosumers = 1 Ent.

The Core Idea

Unbundle the enterprise offering into content (shareable) and service (enterprise-only). Prosumers get the same research output, delayed weeks and without personalisation.

Enterprise Offering: Content vs. Service

The first five produce content once. The last two sell time.

Component	Production Cost	Marginal Cost / User	Personalisation
Ethnographic interviews	High	Zero	Low / High (custom)
Quantitative polling	Medium	Zero	Low / High (custom Qs)
Case studies	High	Zero	None to low
OSINT monitoring	Medium	Low	Medium (custom alerts)
Research reports	High	Zero	Low / High (custom)
Advisory hours	Very high	Cannot share	By definition
Executive briefings	High	Cannot share	By definition

Advisory Access

1:1 analyst time, 4-20 hrs/quarter. Enterprise only.

Custom Research

Commission topics, steer agenda. Enterprise only.

Executive Deliverables

Board-ready briefings, named-peer analysis. Enterprise only.

The Timing Lever

Enterprise customers get research first. A -week publication delay for prosumer subscribers creates a genuine premium. Also creates a natural upsell: "Want next quarter's findings before everyone else?"

Feature Matrix

Feature			Risk
Research digests	Biweekly curated email	Same + custom topics	Low
Quarterly reports		First access + briefing	Low
Polling results	Aggregate findings	Full dataset + raw data	Low
Case studies		All + unpublished	Low-Med
OSINT signals		Custom, real-time	Medium
Community forum		N/A (1:1 instead)	None
Peer benchmarking	Aggregate	Custom cohort	Low
Advisory access	None	4-20 hrs/quarter	Hard boundary
Custom research	Cannot request	Commission topics	Hard boundary
Executive briefings	None	Quarterly/monthly	Hard boundary
SLA / account mgmt	Best-effort / none	Guaranteed / named POC	Hard boundary

Cannibalisation Watch

If a CTO decides prosumer reports suffice: capture instead of . Mitigation: enterprise proposals must emphasise advisory and custom research, not report access.

Pricing Tiers

Prices update from the Configure tab. Annual pricing reflects % discount.

Signal

/month

Biweekly research digest
Report summaries (not full)
Polling key findings
Community (read-only)
2 case studies / year
No OSINT / benchmarking

Analyst

/month

Weekly digest
Full polling + methodology
OSINT curated weekly
Community (full) + benchmarking
All case studies + conf. archive

Enterprise

For comparison

Everything in Analyst
First access to reports
Advisory: 4-20 hrs/qtr
Custom research + exec briefings
SLA + account management

The TMLS Channel

Conversion Funnel

Numbers update from Configure tab. All conversion rates are pre-validation estimates.

Attendees

Reachable

Free pilot

Paid subs

Launch MRR

Enterprise Flywheel

Prosumer as qualification engine. Inverts the 8% bottleneck.

Conference Attendee

Free Pilot

Research digest -- zero friction signup

Research, community, benchmarking

Team Adoption

"Your team already uses us -- add advisory and custom research"

Timeline: 6-12 months from prosumer launch to first enterprise conversion via this path. Q3/Q4 2026 pipeline solution.

Pilot Design

Cohorts

A: Pipeline Practitioners

B: TMLS Past Attendees

C: Warm Referrals

Four Phases

P0

Candidate Selection 1 week

P1

Discovery Weeks 1-3

P2

Free Content Pilot Weeks 3-8

P3

Paid Conversion Weeks 8-10

P4

TMLS Prep Weeks 10-12

Synthesise learnings. Build landing page, signup flow, conference content, email sequences.

Go / No-Go Criteria

Metric

Minimum

Target

Strong

Discovery calls

10

20

"Would pay" signal

40%

60%

75%

Free pilot signup

30%

50%

70%

Email open rate

35%

50%

60%

Paid conversion

5%

10%

15%

Tier preference

Mixed

Execution Timeline

12 weeks to TMLS. Parallel to enterprise sprint.

Feb 10-14

Pipeline practitioners, TMLS attendees, networks

Feb 17 - Mar 7

Mar 10

Free Pilot Begins

Apr 7

Mid-Pilot Survey

"Would you pay?" quantitative signal

Apr 21

Conversion Ask

May 5

Go / No-Go Decision

Pilot data vs. criteria table

May 12 - Jun 1

Build TMLS Materials

Landing page, signup, session content

Early June

TMLS -- Prosumer Launch