This report draws on the extensive experience of Elevar Equity, which has helped in conceiving the concept of Entrepreneurial Households (EHs). While observing underserved and under-appreciated households and working with approximately 50 companies, Elevar Equity identified the EH archetype. These households exhibit an enterprise-like economic model, combining multiple income sources into significant cash outflows, impacting both long and short-term prosperity.  This report was commissioned to validate over a decade’s worth of ground up observations. The Range Analysis of CTV Estimates was specifically undertaken to allow for some sensitivity analysis, given multiple variables involved in this market sizing estimate. We expect this to evolve over time as richer data sources emerge. Irrespective of the exact numbers, the focus of this report is on the commercial readiness of this market from a business and investment standpoint. praxisga.com A distinctive feature of EHs is their substantial Household Transaction Value (HTV), which better represents their economic vitality, compared to mere income levels. This vitality is also evident in their asset ownership patterns and aspirations, particularly in their substantial investment in High Priority Goods and Services (HPGS) like education, healthcare, financial services, housing, and business activities.