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e9f6751807
turash/docs/concept/monetisation/pricing-strategy.md
Damir Mukimov 000eab4740
Major repository reorganization and missing backend endpoints implementation 
Repository Structure:
- Move files from cluttered root directory into organized structure
- Create archive/ for archived data and scraper results
- Create bugulma/ for the complete application (frontend + backend)
- Create data/ for sample datasets and reference materials
- Create docs/ for comprehensive documentation structure
- Create scripts/ for utility scripts and API tools

Backend Implementation:
- Implement 3 missing backend endpoints identified in gap analysis:
  * GET /api/v1/organizations/{id}/matching/direct - Direct symbiosis matches
  * GET /api/v1/users/me/organizations - User organizations
  * POST /api/v1/proposals/{id}/status - Update proposal status
- Add complete proposal domain model, repository, and service layers
- Create database migration for proposals table
- Fix CLI server command registration issue

API Documentation:
- Add comprehensive proposals.md API documentation
- Update README.md with Users and Proposals API sections
- Document all request/response formats, error codes, and business rules

Code Quality:
- Follow existing Go backend architecture patterns
- Add proper error handling and validation
- Match frontend expected response schemas
- Maintain clean separation of concerns (handler -> service -> repository)
2025-11-25 06:01:16 +01:00

9.5 KiB
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Pricing Strategy

Core Philosophy: Value-Based Tiering

Turash pricing reflects delivered value, not incurred costs. Each tier targets a specific customer segment with progressively increasing value propositions and willingness to pay.

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.

Pricing Anchors & Value Benchmarks

Value Reference Points

  • Basic Tier: Priced relative to monthly resource procurement costs (€2-5k/month) → €35/month = 0.7-1.75% of procurement budget
  • Business Tier: Priced relative to operations/procurement budget (€10-50k/month) → €120/month = 0.24-1.2% of operational budget
  • Enterprise Tier: Priced relative to digital transformation investment (€50-500k/year) → €400/month = 0.8-10% of transformation investment

ROI Requirements

Tier-Specific ROI Targets:

  • Basic: 7-17x ROI (3-6 month payback, accounting for industrial complexity)
  • Business: 8-14x ROI (10 month payback, including service marketplace value)
  • Enterprise: 6-15x ROI (9 month payback, including transformation value)

Subscription Tier Structure

Free Tier: Network Effects Driver

Positioning: "Explore the Platform, Build the Network"

Strategic Purpose:

  • Drive organic growth through network effects
  • 70% of total platform users
  • 15-20% conversion to paid tiers within 6 months
  • €0 CAC through word-of-mouth and municipal promotion

Feature Set:

  • Local resource flows and business directory access
  • Basic match suggestions (1-2/month limit)
  • Service provider browsing
  • Community forum and knowledge base
  • Limited resource flow entry

Conversion Triggers:

  • Usage limits create scarcity ("You've used 1/2 matches this month")
  • ROI previews ("Upgrade to see €18k savings potential")
  • Time-limited offers ("First month free" for Basic tier)
  • Social proof ("Join 350+ businesses finding savings")

Success Metrics:

  • Volume: 70% of platform users
  • Conversion: 15-20% to paid within 6 months
  • Time to convert: 3-4 months average
  • Network value: Critical mass for paid user matches

Basic Tier: €35/facility/month

Positioning: "Find Cost Savings, Start Small"

Target Customers:

  • Resource managers at manufacturing SMEs (€2-50M revenue)
  • Single-site operations
  • Cost-conscious early adopters testing platform value

Core Features:

  • Unlimited match suggestions
  • Detailed economic calculations (ROI, payback, NPV)
  • Match reports with technical specifications
  • Platform-facilitated introductions (3/month included)
  • Basic reporting and email notifications
  • Legal template access

Value Proposition:

  • Primary: €5k-25k annual savings through resource sharing
  • Secondary: 15-30% waste disposal cost reduction
  • Tertiary: ESG compliance reporting capabilities

Pricing Rationale:

  • Monthly Cost: €35-49/month = €420-588/year
  • Expected Savings: €3k-15k/year (7-17x ROI)
  • Payback Period: 3-6 months (industrial decision cycles)
  • Positioning: Low enough for budget approval, high enough for serious users

Economic Metrics:

  • LTV: €900-1,500 (24-36 months retention)
  • Churn Rate: <30% annually (higher than pure SaaS due to industrial complexity)
  • Upgrade Rate: 12% to Business tier within 12 months

Business Tier: €120/facility/month

Positioning: "Complete Resource Optimization + Business Development"

Target Customers:

  • Operations directors at growing SMEs (€10-100M revenue)
  • Procurement managers optimizing supplier networks
  • Multi-site facilities
  • Sustainability-focused businesses

Expanded Features:

  • Unlimited facilitated introductions
  • Service marketplace full access
  • Facilitator marketplace (human expertise on demand)
  • Advanced analytics (predictive matching, scenario analysis)
  • API access and custom reporting
  • Multi-resource matching (heat + water + waste + materials)
  • Priority match notifications
  • ESG compliance reporting (automated)
  • Group buying coordination tools

Pricing Resilience Features:

  • Resource price monitoring and alerts
  • Scenario planning for commodity price changes
  • Predictive analytics for demand/supply disruptions
  • Ongoing optimization recommendations

Value Proposition:

  • Primary: Complete resource optimization + business development
  • Secondary: Access to facilitator expertise for complex exchanges
  • Tertiary: Advanced analytics for strategic decision-making
  • Resilience: Ongoing optimization regardless of commodity price fluctuations

Pricing Rationale:

  • Monthly Cost: €120-180/month = €1,440-2,160/year
  • Expected Savings: €15k-50k/year (8-14x ROI)
  • Additional Value: Facilitator support and multi-resource matching

Economic Metrics:

  • LTV: €4,000-6,000 (33-40 months retention)
  • Churn Rate: <25% annually
  • Upgrade Rate: 8% to Enterprise tier within 24 months
  • Ongoing Value: 15-25% sustained cost reduction

Enterprise Tier: €400/facility/month

Positioning: "Full Digital Transformation of Resource Management"

Target Customers:

  • Large industrial facilities (€50M+ revenue)
  • Multi-site corporations
  • Industrial parks requiring centralized optimization
  • Energy-intensive industries (chemicals, metals, cement)

Comprehensive Features:

  • All Business tier features
  • White-label platform branding
  • Custom integrations (ERP, SCADA, IoT platforms)
  • Dedicated account management and priority support (SLA: 4-hour response)
  • Multi-site dashboard (single view across facilities)
  • Custom API development
  • On-premise/Sovereign Cloud deployment (€30-80k/year minimum)
  • Security certifications (ISO 27001, SOC 2, TISAX, NIS2)
  • Business continuity (RTO <4 hours, RPO <1 hour)
  • DPA compliance and EU data residency guarantee

Procurement-Ready Features:

  • Annual/per-site/per-user licensing for public tenders
  • "Run Under Host" trust mode for municipal operation
  • Custom optimization models and dedicated analysts
  • Advanced monitoring and custom reporting

Value Proposition:

  • Primary: Full digital transformation of resource management
  • Secondary: Strategic competitive advantage through circular economy leadership
  • Tertiary: Compliance and risk mitigation at scale

Pricing Rationale:

  • Monthly Cost: €400-600/month = €4,800-7,200/year
  • Expected Savings: €30k-100k/year (6-15x ROI)
  • Strategic Value: Digital transformation + competitive positioning

Economic Metrics:

  • LTV: €20,000-30,000 (50-60 months retention)
  • Churn Rate: <15% annually (annual contracts, switching costs)
  • Multi-site Expansion: 25% add facilities within 12 months

Pricing Optimization Strategies

Dynamic Pricing Elements

A/B Testing Framework:

  • Test €45 vs. €50/month for Basic tier (price elasticity measurement)
  • Annual discount optimization (10-15% for prepayment)
  • Volume discounts for multi-site customers (20% for 5+ facilities)

Value-Based Adjustments:

  • Progressive disclosure of premium features
  • Usage-based triggers for upgrades
  • Time-limited promotions tied to demonstrated value

Churn Prevention Pricing

Retention Pricing Tactics:

  • Annual contracts reduce churn by 50%
  • Success milestone celebrations
  • Proactive engagement before contract expiration
  • Win-back campaigns with discounted pricing

Geographic Pricing Adaptation

Market-Specific Adjustments:

  • Eastern EU: 20% discount for market development
  • Public sector: Procurement-compliant annual licensing
  • Utility partnerships: Revenue share arrangements

Competitive Pricing Context

Direct Competitors

  • SymbioSyS (Spain): Government-subsidized, research-funded (free/low-cost)
  • SWAN Platform (Balkans): Regional focus, limited scale
  • Turash Advantage: Commercial model enables sustainable scaling and innovation

Indirect Competitors

  • ERP Modules: €500-2,000/month (SAP, Oracle) - Turash positioned as complementary
  • Sustainability Platforms: €5k-50k/year (EcoVadis, CDP) - Turash adds operational savings
  • Marketplace Platforms: 10-20% commission (Upwork, Fiverr) - Turash leverages specialized industrial value

Pricing Justification

  • Value-Based: 10-100x ROI vs. generic marketplace commissions
  • Specialized: Industrial expertise justifies premium vs. generic platforms
  • Outcome-Aligned: Transaction fees only on successful value delivery

Industrial Europe 2025 Pricing Adjustments

Zone-Based Pricing Shift

From Facility to Zone Pricing:

  • Zone License: €500-1,000/year for industrial zones/parks
  • Facility Access: €25-50/facility/month within licensed zones
  • Utility Partnership: Utilities pay zone license, enable cheap access

Strategic Rationale:

  • Industrial symbiosis works at cluster level (Kalundborg model)
  • Zone licensing reduces CAC through utility channels
  • Scales value capture with network density

Grant-Mode SKU

"Turash for Funded Pilots": €50k-100k one-time setup fee + annual license

Target Programs:

  • INTERREG industrial symbiosis programs
  • Horizon Europe circular economy calls
  • National environmental ministry pilots
  • Regional development fund projects

Value Proposition:

  • Pre-configured for grant requirements
  • Grant application support and templates
  • Success metrics aligned with EU KPIs

Pricing strategy designed for industrial complexity: high value, long sales cycles, and zone-based value creation requiring patient, relationship-driven approach.