Limited by the hardware/cost choices that get us good quality vs. reasonable cost.
Size of the holograms initially based on the hologram film that we already produce, which currently is 2"x3", 4"x5", and most recently 6"x8".
ALso, are you targeting single or double parallax? Again the limiting factor there is usually software - there really needs to be a "Cura" of holography to properly democratize this (I am currently working on a Blender plugin, but that can't cover the entire scope).
The SLM choice will be part of trying to get the right performance/cost mix.
The printer will probably be full-parallax capable, but we might lean more toward horizontal-parallax-only for most user cases, to simplify the image input requirements.