{
 "id": "15.11",
 "title": "Pricing and packaging story",
 "department": "Product marketing",
 "department_slug": "product-marketing",
 "direction": null,
 "branded": false,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "How we explain the price and what is in each plan",
 "urls": {
  "html": "https://handbook.joinsquareup.com/product-marketing/pricing-and-packaging-story",
  "markdown": "https://handbook.joinsquareup.com/product-marketing/pricing-and-packaging-story.md",
  "json": "https://handbook.joinsquareup.com/product-marketing/pricing-and-packaging-story.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "Free in the preview now; later one plan plus a keep wallet",
  "points": [
   {
    "icon": "lock",
    "text": "Today the whole story is free during the preview; quote no number while pricing is parked."
   },
   {
    "icon": "money",
    "text": "Proposed story: one plan for the thinking, a wallet for pieces you keep."
   },
   {
    "icon": "heart",
    "text": "The price shows on the button, and you pay only when you keep a piece."
   },
   {
    "icon": "book",
    "text": "Say plan, wallet, keep; never credits, tokens, seats, tiers or percent off."
   },
   {
    "icon": "flag",
    "text": "The old three tier credits draft is replaced."
   }
  ],
  "stat": {
   "value": "14",
   "label": "day trial, no card"
  },
  "decide": "Is wallet the word brands see, and do we show dollars and rupees together?",
  "mood": "waiting"
 },
 "sources": [
  "brew working tree docs/pricing.md:1-51, untracked, not on origin/main",
  "brew origin/main a559de6: legal-pages.js:40; DUMMY.md:17; SCOPE.md:17-18",
  "brand-directions/book/content/i.js i-5 parked, learn-first",
  "handbook content/sales-and-partnerships/pricing-and-packaging.md",
  "memory: brew-pricing-parked, sell-relief-not-discounts, brew-jam-v2"
 ],
 "open_questions": [
  "**Is \"wallet\" the word brands see?** Proposal: yes; it says real money and avoids credits.",
  "**Do we show $ and ₹ side by side?** Proposal: no; show the visitor's market only, ₹ in India and $ elsewhere.",
  "**Do we tell partners their price for life now?** Proposal: not until Param and Sai agree the proposal; then in a personal note, before any public page.",
  "**Do the plan's internal words, the brain and the hands, appear in public?** Proposal: no; say what it thinks and what it makes."
 ],
 "parts": {
  "Answer": "How we explain the price, in words a founder repeats: today the whole story is free during the preview and pricing comes after the design partnership; once Param and Sai agree the proposal, the story is one plan for the thinking, a wallet for the things you keep, and nothing charged until you keep it.",
  "Today": "### What we say now\n\n| Fact | Source |\n|---|---|\n| Brew is free during the design partner preview | [src: brew/legal-pages.js:40] |\n| Pricing is parked: no price in public, no billing built, until Param says go | [src: memory brew-pricing-parked] |\n| The plan sheet in the product is a Dummy; no billing exists | [src: brew/DUMMY.md:17] |\n| Paid makes already show their price and run only after a yes | [src: memory brew-jam-v2] [src: brew/SCOPE.md:18] |\n\n### The proposal the story will tell, 26 Oct\n\nThe full tables live in [pricing and packaging](/sales-and-partnerships/pricing-and-packaging). The parts the story rests on:\n\n| Part | What it is | Source |\n|---|---|---|\n| Plan | One flat price per brand a month, unlimited teammates, never metered; covers the read, the Brand Book, weekly ideas, drafts, jams and watchers | [src: brew working tree docs/pricing.md:6] |\n| Wallet | Real money, never credits; prices on results; charged only when the brand keeps a piece; 3 free redos; never expires | [src: brew working tree docs/pricing.md:7-12] |\n| Price on the button | Shown only from $0.60 or ₹50; a daily spent and left line covers the rest | [src: brew working tree docs/pricing.md:11] |\n| Autopilot, v4 | 3% of the ad spend Brew runs, minimum $149 or ₹9,999 a month | [src: brew working tree docs/pricing.md:14] |\n| Currency | USD is the list price; ₹ is set for India, not converted | [src: brew working tree docs/pricing.md:15] |\n| Plan by version | v1 $79 or ₹4,999; v2 $119 or ₹7,999; v3 and v4 $149 or ₹9,999 | [src: brew working tree docs/pricing.md:20] |\n| Trial | A free read, then 14 days with no card and $5 or ₹500 in the wallet; after it, read only and nothing deleted | [src: brew working tree docs/pricing.md:38] |\n| Briefs to our team | Priced by our team per brief, never bundled into a plan | [src: brew working tree docs/pricing.md:35] [src: brew working tree docs/pricing.md:44] |\n| Design partners | Free through the partnership with a $120 or ₹10,000 wallet, then $79 or ₹4,999 for life | [src: brew working tree docs/pricing.md:41] |\n\n### Why the story is shaped this way\n\n- Param wants pricing super simple: no tiers maze, no credits, no seats [src: memory brew-pricing-parked]\n- Credits read as jargon and hide the markup [src: memory brew-pricing-parked]\n- Upsells sell relief, never a percent off or per unit maths [src: memory sell-relief-not-discounts]\n- The 16 Oct draft with three tiers and credits is replaced [src: memory brew-pricing-parked] [src: brand-directions/book/content/i.js i-5 parked]",
  "Tomorrow": "### The story, once unparked\n\n| Line | Says | Version | Tag |\n|---|---|---|---|\n| The headline | One price for your store. Pay for a piece only when you keep it | v1 | New |\n| The plan | Everything that thinks for you, for the whole team, every month | v1 | New |\n| The wallet | Real money for the things it makes. You see the price before it makes them, and you pay only when you keep one | v1 | New |\n| The trial | See your own store read first. Then 14 days, no card | v1 | New |\n| Our team | Want it shipped for you? Our team quotes each brief | v1 | New |\n| Posting | The plan grows when it can post for you, after your yes | v2 | New |\n| Results | The plan grows when it shows what worked | v3 | New |\n| Autopilot | A small share of the ads it runs inside your rules, never more than you set | v4 | New |\n| The old price stays | Your price holds for 12 months when a new version ships | v2 to v4 | New, proposed |\n\n### Words\n\n| Say | Never say |\n|---|---|\n| Plan, wallet, keep, price on the button | Credits, tokens, seats, tiers |\n| Pay only for what you keep | Save 50%, best value, percent off |\n| Free during the preview | Free forever |\n| Our team quotes each brief | Done for you, included |",
  "How we do it": "1. Today, to anyone who asks: \"It is free during the design partner preview. Pricing comes after the partnership, and we will talk it through with you before anything changes.\"\n2. Never quote a number from the proposal to a brand, a partner or in public while pricing is parked.\n3. A price shows only on the confirm step before a paid make.\n4. When Param and Sai agree, commit `docs/pricing.md` to brew main, then rewrite this page and the sales page the same day, and mark the proposal rows Today.\n5. Every pricing line goes past [claims we can make](/product-marketing/claims-we-can-make) before it ships.",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Price questions per call | Calls where the founder asks about price | Interview and call library | Proposed |\n| Understood in one read | Share of founders who can say back plan and wallet after one read of the page | Usability tests | Proposed |\n| Kept rate | Share of paid makes the brand keeps | Wallet ledger, not built | Proposed |",
  "Open": "1. **Is \"wallet\" the word brands see?** Proposal: yes; it says real money and avoids credits.\n2. **Do we show $ and ₹ side by side?** Proposal: no; show the visitor's market only, ₹ in India and $ elsewhere.\n3. **Do we tell partners their price for life now?** Proposal: not until Param and Sai agree the proposal; then in a personal note, before any public page.\n4. **Do the plan's internal words, the brain and the hands, appear in public?** Proposal: no; say what it thinks and what it makes."
 }
}