{
  "summary": {
    "monthly_budget_thb": 1000000,
    "duration_months": 3,
    "total_budget_thb": 3000000,
    "product_type": "fmcg",
    "channel_mix_pct": {
      "online": 60,
      "offline": 12,
      "kol": 23,
      "reserve": 5
    },
    "status": "heuristic_pending_research_validation"
  },
  "allocation_thb": {
    "online": 1800000,
    "offline": 360000,
    "kol": 690000,
    "reserve": 150000,
    "online_sub": {
      "meta": 900000,
      "tiktok": 540000,
      "google_youtube": 144000,
      "line": 126000,
      "other": 90000
    }
  },
  "scenario_performance_multipliers": {
    "best": {
      "probability_pct": 20,
      "cost": 0.8,
      "conversion": 1.3,
      "reach": 1.25,
      "roas": 1.5
    },
    "base": {
      "probability_pct": 60,
      "cost": 1.0,
      "conversion": 1.0,
      "reach": 1.0,
      "roas": 1.0
    },
    "worst": {
      "probability_pct": 20,
      "cost": 1.3,
      "conversion": 0.75,
      "reach": 0.8,
      "roas": 0.6
    }
  },
  "warning": "Scenario multipliers are planning heuristics, not forecasts; replace or corroborate with category evidence.",
  "detailed_channel_allocation_thb": {
    "Meta Facebook/Instagram": 900000,
    "TikTok": 540000,
    "Google Search and YouTube": 144000,
    "LINE OA and LINE Ads": 126000,
    "SEO owned and marketplace tests": 90000,
    "Creator/KOL": 690000,
    "Retail sampling": 120000,
    "Dental-clinic pilot": 90000,
    "Small events/pop-up": 60000,
    "PR/earned asset and briefing": 45000,
    "Trade materials/training": 30000,
    "O2O tracking/printing": 15000,
    "Reserve/flex": 150000
  },
  "detailed_total_check_thb": 3000000,
  "scenario_illustration": {
    "label": "planning illustration, not forecast",
    "formula": "clicks=2490000/CPC; units=clicks*CVR; revenue=units*350; total_plan_ROAS=revenue/3000000",
    "unknown_break_even_inputs": [
      "COGS",
      "gross margin",
      "VAT treatment",
      "marketplace/payment/fulfillment fees",
      "discounts",
      "returns/refunds",
      "capacity"
    ],
    "best": {
      "assumed_cpc_thb": 6,
      "assumed_cvr": 0.03,
      "clicks": 415000,
      "units": 12450,
      "revenue_thb": 4357500,
      "total_plan_roas": 1.452
    },
    "base": {
      "assumed_cpc_thb": 9,
      "assumed_cvr": 0.018,
      "clicks": 276667,
      "units": 4980,
      "revenue_thb": 1743000,
      "total_plan_roas": 0.581
    },
    "worst": {
      "assumed_cpc_thb": 13.5,
      "assumed_cvr": 0.008,
      "clicks": 184444,
      "units": 1476,
      "revenue_thb": 516600,
      "total_plan_roas": 0.172
    }
  }
}