Pricing strategy
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| Band | Per licence per month | Seats | Below £250 | Team of ten a year |
|---|---|---|---|---|
| Spark | £69 | first 250 | 72% | £8,280 |
| Ignition | £89 | next 250 | 64% | £10,680 |
| Momentum | £120 | next 250 | 52% | £14,400 |
| Velocity | £150 | next 250 | 40% | £18,000 |
| Standard | £250, stepping down to £100 at 400 or more licences | after |
The honest frame (13 October): an MVP whose first customers are "almost an extension of the beta", which is why they get a better rate. The published band is a standard everyone pays at that moment, so "nobody got a better deal" is literally true.
The likely case, not the ceiling. All 1,000 founding seats would bring about £107,000 a month, roughly £1.28M ARR: a ceiling, not a plan. With one part-time sales lead and about ten weeks of selling before 31 December, the likely case is part of Spark. Inputs are hypotheses.
| Case | Qualified first calls a week | Win rate | Accounts | Seats each | Seats | Monthly at £69 |
|---|---|---|---|---|---|---|
| Low | 3 | 20% | 6 | 5 | 30 | £2,070 (£24,840 a year) |
| Base | 5 | 25% | about 12 | 6 | about 75 | £5,175 (£62,100 a year) |
| High | 8 | 30% | 24 | 8 | 192 | £13,248 (£158,976 a year) |
So Ignition, Momentum and Velocity probably never sell at current capacity, and the founding window is mainly a learning window. On 1 January a new small team moves from at most £69 to £250 a seat, about 3.6 times Spark and about 5.2 times Paiger's £48.30.
D28: the 1 January step to Standard#
A new 3 to 10 seat team meets £250 a seat against Paiger at about £48.30, Postbeam at about $39, Hootsuite at about $99 to $399 and Sprout at about $79 to $399 a seat. Options:
- A. Hold £250 and sell on value (labelled illustrations: a ghostwriter at about £1,800 a month for one person; retainers of £3,000 to £15,000). Risks small-team win rate.
- B. Publish the D14 Standard steps before 1 January, so the route to £100 is visible.
- C. Lead with the approved 20% annual discount at Standard (about £200 a seat a month). Still about four times Paiger.
- D. A published small-team Standard tier below £250. Undermines the £250 reference and must never look like a founding band reopened.
- E. A money-back guarantee at Standard (D21). Needs Karl's terms.
Recommendation for discussion, not a decision: B with C as the default, plus E if Karl can draft it in time; read A on the first 10 Standard-price recruitment conversations; hold D in reserve.
Pricing rules#
- D15 in writing before the first payment: lower of band or volume price; added seats at the account's band under the anti-gaming line; a Spark cap per account (research suggests 10 to 20 seats); lapse rules and cure window (Karl).
- D18: current seller wording stands (rolling monthly, then twelve months to keep a founding rate); never an annual discount on a founding band.
- Never reopen a band; 31 December never moves or reappears under another name.
- The price moment (pack lead ruling, 19 October): sellers state the band open today, never assuming Spark is open, and state £250 Standard only when the buyer asks what happens after 31 December or asks about Standard. Never "list price" or "standard price" as an anchor phrase. No "save 72%" claims.
- Counters only from billing. The ASA upheld complaints against a wrong stock counter and a sale that reappeared under a new name.
- No discount codes until a policy exists (D16).
- Agencies: Alex or John case by case, no price until per-account cost is known. Law pilots (D17): a defined group at the published price, fixed period, written criteria, pre-agreed rollout; decide card versus invoice before the first law deal. The DPA, security answers and data handling are never traded for price.