Yeah, and don't forget the other ends of the market. Mozilla has a $25 FFOS phone in India so Jolla should compete with a phone that cheap as well. And they should also compete with an overpriced phone in the luxury market w/ for example that BB Porsche thing. And of course also a gold edition of the current mid-range Jolla for slightly higher than the normal price for those who want a faux luxury phone.
And don't get me started on accesories.....