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253 lines
9.5 KiB
Markdown
253 lines
9.5 KiB
Markdown
# Pricing Strategy
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## Core Philosophy: Value-Based Tiering
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Turash pricing reflects delivered value, not incurred costs. Each tier targets a specific customer segment with progressively increasing value propositions and willingness to pay.
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**Fundamental Principle**: Price = Value Delivered. Platform must demonstrate 5-20x ROI (€5k-50k savings annually) to justify pricing as strategic investment rather than operational expense.
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## Pricing Anchors & Value Benchmarks
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### Value Reference Points
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- **Basic Tier**: Priced relative to monthly resource procurement costs (€2-5k/month) → €35/month = 0.7-1.75% of procurement budget
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- **Business Tier**: Priced relative to operations/procurement budget (€10-50k/month) → €120/month = 0.24-1.2% of operational budget
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- **Enterprise Tier**: Priced relative to digital transformation investment (€50-500k/year) → €400/month = 0.8-10% of transformation investment
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### ROI Requirements
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**Tier-Specific ROI Targets**:
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- **Basic**: 7-17x ROI (3-6 month payback, accounting for industrial complexity)
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- **Business**: 8-14x ROI (10 month payback, including service marketplace value)
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- **Enterprise**: 6-15x ROI (9 month payback, including transformation value)
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## Subscription Tier Structure
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### Free Tier: Network Effects Driver
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**Positioning**: "Explore the Platform, Build the Network"
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**Strategic Purpose**:
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- Drive organic growth through network effects
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- 70% of total platform users
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- 15-20% conversion to paid tiers within 6 months
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- €0 CAC through word-of-mouth and municipal promotion
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**Feature Set**:
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- Local resource flows and business directory access
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- Basic match suggestions (1-2/month limit)
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- Service provider browsing
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- Community forum and knowledge base
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- Limited resource flow entry
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**Conversion Triggers**:
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- Usage limits create scarcity ("You've used 1/2 matches this month")
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- ROI previews ("Upgrade to see €18k savings potential")
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- Time-limited offers ("First month free" for Basic tier)
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- Social proof ("Join 350+ businesses finding savings")
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**Success Metrics**:
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- Volume: 70% of platform users
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- Conversion: 15-20% to paid within 6 months
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- Time to convert: 3-4 months average
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- Network value: Critical mass for paid user matches
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### Basic Tier: €35/facility/month
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**Positioning**: "Find Cost Savings, Start Small"
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**Target Customers**:
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- Resource managers at manufacturing SMEs (€2-50M revenue)
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- Single-site operations
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- Cost-conscious early adopters testing platform value
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**Core Features**:
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- Unlimited match suggestions
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- Detailed economic calculations (ROI, payback, NPV)
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- Match reports with technical specifications
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- Platform-facilitated introductions (3/month included)
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- Basic reporting and email notifications
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- Legal template access
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**Value Proposition**:
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- **Primary**: €5k-25k annual savings through resource sharing
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- **Secondary**: 15-30% waste disposal cost reduction
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- **Tertiary**: ESG compliance reporting capabilities
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**Pricing Rationale**:
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- **Monthly Cost**: €35-49/month = €420-588/year
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- **Expected Savings**: €3k-15k/year (7-17x ROI)
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- **Payback Period**: 3-6 months (industrial decision cycles)
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- **Positioning**: Low enough for budget approval, high enough for serious users
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**Economic Metrics**:
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- **LTV**: €900-1,500 (24-36 months retention)
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- **Churn Rate**: <30% annually (higher than pure SaaS due to industrial complexity)
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- **Upgrade Rate**: 12% to Business tier within 12 months
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### Business Tier: €120/facility/month
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**Positioning**: "Complete Resource Optimization + Business Development"
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**Target Customers**:
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- Operations directors at growing SMEs (€10-100M revenue)
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- Procurement managers optimizing supplier networks
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- Multi-site facilities
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- Sustainability-focused businesses
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**Expanded Features**:
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- Unlimited facilitated introductions
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- Service marketplace full access
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- Facilitator marketplace (human expertise on demand)
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- Advanced analytics (predictive matching, scenario analysis)
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- API access and custom reporting
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- Multi-resource matching (heat + water + waste + materials)
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- Priority match notifications
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- ESG compliance reporting (automated)
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- Group buying coordination tools
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**Pricing Resilience Features**:
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- Resource price monitoring and alerts
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- Scenario planning for commodity price changes
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- Predictive analytics for demand/supply disruptions
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- Ongoing optimization recommendations
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**Value Proposition**:
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- **Primary**: Complete resource optimization + business development
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- **Secondary**: Access to facilitator expertise for complex exchanges
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- **Tertiary**: Advanced analytics for strategic decision-making
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- **Resilience**: Ongoing optimization regardless of commodity price fluctuations
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**Pricing Rationale**:
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- **Monthly Cost**: €120-180/month = €1,440-2,160/year
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- **Expected Savings**: €15k-50k/year (8-14x ROI)
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- **Additional Value**: Facilitator support and multi-resource matching
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**Economic Metrics**:
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- **LTV**: €4,000-6,000 (33-40 months retention)
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- **Churn Rate**: <25% annually
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- **Upgrade Rate**: 8% to Enterprise tier within 24 months
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- **Ongoing Value**: 15-25% sustained cost reduction
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### Enterprise Tier: €400/facility/month
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**Positioning**: "Full Digital Transformation of Resource Management"
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**Target Customers**:
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- Large industrial facilities (€50M+ revenue)
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- Multi-site corporations
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- Industrial parks requiring centralized optimization
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- Energy-intensive industries (chemicals, metals, cement)
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**Comprehensive Features**:
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- All Business tier features
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- White-label platform branding
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- Custom integrations (ERP, SCADA, IoT platforms)
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- Dedicated account management and priority support (SLA: 4-hour response)
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- Multi-site dashboard (single view across facilities)
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- Custom API development
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- On-premise/Sovereign Cloud deployment (€30-80k/year minimum)
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- Security certifications (ISO 27001, SOC 2, TISAX, NIS2)
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- Business continuity (RTO <4 hours, RPO <1 hour)
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- DPA compliance and EU data residency guarantee
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**Procurement-Ready Features**:
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- Annual/per-site/per-user licensing for public tenders
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- "Run Under Host" trust mode for municipal operation
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- Custom optimization models and dedicated analysts
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- Advanced monitoring and custom reporting
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**Value Proposition**:
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- **Primary**: Full digital transformation of resource management
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- **Secondary**: Strategic competitive advantage through circular economy leadership
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- **Tertiary**: Compliance and risk mitigation at scale
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**Pricing Rationale**:
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- **Monthly Cost**: €400-600/month = €4,800-7,200/year
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- **Expected Savings**: €30k-100k/year (6-15x ROI)
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- **Strategic Value**: Digital transformation + competitive positioning
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**Economic Metrics**:
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- **LTV**: €20,000-30,000 (50-60 months retention)
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- **Churn Rate**: <15% annually (annual contracts, switching costs)
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- **Multi-site Expansion**: 25% add facilities within 12 months
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## Pricing Optimization Strategies
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### Dynamic Pricing Elements
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**A/B Testing Framework**:
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- Test €45 vs. €50/month for Basic tier (price elasticity measurement)
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- Annual discount optimization (10-15% for prepayment)
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- Volume discounts for multi-site customers (20% for 5+ facilities)
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**Value-Based Adjustments**:
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- Progressive disclosure of premium features
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- Usage-based triggers for upgrades
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- Time-limited promotions tied to demonstrated value
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### Churn Prevention Pricing
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**Retention Pricing Tactics**:
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- Annual contracts reduce churn by 50%
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- Success milestone celebrations
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- Proactive engagement before contract expiration
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- Win-back campaigns with discounted pricing
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### Geographic Pricing Adaptation
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**Market-Specific Adjustments**:
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- Eastern EU: 20% discount for market development
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- Public sector: Procurement-compliant annual licensing
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- Utility partnerships: Revenue share arrangements
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## Competitive Pricing Context
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### Direct Competitors
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- **SymbioSyS (Spain)**: Government-subsidized, research-funded (free/low-cost)
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- **SWAN Platform (Balkans)**: Regional focus, limited scale
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- **Turash Advantage**: Commercial model enables sustainable scaling and innovation
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### Indirect Competitors
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- **ERP Modules**: €500-2,000/month (SAP, Oracle) - Turash positioned as complementary
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- **Sustainability Platforms**: €5k-50k/year (EcoVadis, CDP) - Turash adds operational savings
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- **Marketplace Platforms**: 10-20% commission (Upwork, Fiverr) - Turash leverages specialized industrial value
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### Pricing Justification
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- **Value-Based**: 10-100x ROI vs. generic marketplace commissions
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- **Specialized**: Industrial expertise justifies premium vs. generic platforms
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- **Outcome-Aligned**: Transaction fees only on successful value delivery
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## Industrial Europe 2025 Pricing Adjustments
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### Zone-Based Pricing Shift
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**From Facility to Zone Pricing**:
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- **Zone License**: €500-1,000/year for industrial zones/parks
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- **Facility Access**: €25-50/facility/month within licensed zones
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- **Utility Partnership**: Utilities pay zone license, enable cheap access
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**Strategic Rationale**:
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- Industrial symbiosis works at cluster level (Kalundborg model)
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- Zone licensing reduces CAC through utility channels
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- Scales value capture with network density
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### Grant-Mode SKU
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**"Turash for Funded Pilots"**: €50k-100k one-time setup fee + annual license
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**Target Programs**:
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- INTERREG industrial symbiosis programs
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- Horizon Europe circular economy calls
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- National environmental ministry pilots
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- Regional development fund projects
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**Value Proposition**:
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- Pre-configured for grant requirements
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- Grant application support and templates
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- Success metrics aligned with EU KPIs
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---
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*Pricing strategy designed for industrial complexity: high value, long sales cycles, and zone-based value creation requiring patient, relationship-driven approach.*
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