Readiness, price and commercial terms · 16 GTM decisions register

D	Decision and recommendation	Decider; urgency	Safe default in use
D29 Ready to take money	A written gate, satisfied before any soft-launch payment: (1) Terms of Service and privacy notice published and linked at checkout (Karl); (2) checkout proved end to end by a real payment refunded (Dom; John confirms); (3) prices state VAT treatment, recommended "plus VAT", with the VAT number on invoices (Alex); (4) billing holds each account's band when the next band opens, tested (Dom); (5) Standard confirmed as £250 per licence per month (Alex); (6) band rules published including D15 and D21 (Alex, Karl); (7) company page publishing confirmed before its charge appears anywhere (Dom); (8) insurance position confirmed (Alex); (9) DPA security measures checked against the build (Neil, Karl; see D27)	Alex; owners as listed. Gate	No payment taken and no payment link sent until Alex confirms the gate. Never "you can buy it on the site"; say "When you're ready, we'll set you up and take payment at sign-up." Company pages AMBER: "the first licence includes one company page connection; every other company page connection is £50 a month in total", never volunteered; if asked, "let me confirm that for you in writing"
D18 Contract shape	Option A: six months rolling then a 12-month agreement, payable monthly, no annual-payment discount on founding bands; a person contacts every account at least 30 days before a term ends. Decliners pay the price open on the day the initial period ends (a founding band if still open, otherwise Standard), month to month. Karl checks this against "Nothing rolls over without a conversation". Failed payment: service pauses seven days; unpaid by day seven, the founding rate is forfeited (replaces immediate suspension)	Alex; Karl Foster drafts. Gate	"You start on a rolling monthly basis. To keep your founding rate long term you'll move onto a twelve-month agreement when the initial period ends; the exact initial period is in the terms you sign." Do not point buyers to terms until published (D29); no cure window or annual discount stated
D15 Spark cap and band edge cases	Option B: 20 seats per account in Spark only; an account's first 20 seats are Spark, the rest go at the next open band, both held while subscribed. A founding customer pays the lower of its band or the Standard volume price for its seat count (needs D14). Added seats keep the account's band under the published anti-gaming line. Pause or cancellation forfeits the rate; a missed payment only after the D18 cure window. Published before the first Spark seat sells. Rates against £250: Spark 72% below, Ignition 64%, Momentum 52%, Velocity 40%	Alex; Karl writes terms; Dom confirms billing. Gate	No cap quoted; any order of more than 20 Spark seats in one account goes to John Cooper before it is accepted
D21 Money-back guarantee instead of a trial	Option B: in the terms before the first payment, the first month refunded if, within 30 days, the customer has connected LinkedIn, built a voice and reviewed Holly's first drafts and still wants out. A refunded seat returns to its band	Alex; Karl drafts. Gate	No guarantee offered; no refund promise beyond the terms. Refunds, trials and extensions are for Alex or John Cooper only
D30 Law and consultancy at £250 or the open band	Option A: one open band for every sector. A sector price invites "why do lawyers pay more?" and breaks the honest-scarcity story	Alex. Now	One open band for all
D17 Law pilot; invoice or card	Option B: a paid scoped pilot at the open band price (for example 5 seats for 60 days) with written success criteria and a pre-agreed rollout seat count. Invoice for considered accounts of 10 or more seats, payable before go-live, approved by John. No trials at events	Alex and John Cooper; Karl drafts. Now	Any trial, unpaid pilot or proof of concept is for Alex or John only; sellers say a paid, scoped pilot is something John can discuss
D14 Standard price steps between £250 and £100	Option B: a published step table by early December, from cost-to-serve and early value data (no figures proposed). Settles D15 and D28	Alex. Later (early December)	No step quoted
D28 The 1 January step to £250 Standard	For discussion: publish the D14 steps with the approved 20% annual discount at Standard as the default (options B and C), plus a Standard money-back guarantee (E) if Karl can draft it in time; test holding £250 (A) on the first 10 Standard-price recruitment conversations; keep a published small-team Standard tier below £250 (D) in reserve, only if £250 is still genuinely charged to most new customers. Lands against Paiger (about £48.30 per consultant) and others	The founders. Public (before the founding close is announced in early December)	Founding rates close on 31 December or when the band fills; Standard quoted only from Commercial answers. The 31 December date never moves
D16 Discount code policy	Option B: zero-value codes for attribution and internal testing only. Free-access exceptions (a charity, a press free month) agreed by Alex or John in writing and logged	Alex; Dom implements. Now	Sellers never issue codes
D19 One commission scheme	Option B: the Affiliate Referral Agreement basis Karl redrafted. Confirm which version each affiliate signed and move everyone onto it; withdraw the June Referral Partner Brief (its script carries RED claims); no 25% PR rate or top-referrer bonus; every partner holding a link takes the claims test within 30 days	Alex; Karl finalises the paper. Now	No figures anywhere: "commission is set out in your partner agreement"