I think it depends on the customer. Probably somewhere between $50 and $300 million [1,2]. My guess is that the more successful programs will retain their current (probably defense) customers, but SpaceX will effectively serve a new generation of private companies who can take the risk. You also have to keep in mind that a lot of this is political and regulated. Depending on how a government contract swings, it might favor SpaceX or their competitors.