Promo Offers¶
Pre-approved promo mechanics the call center can run autonomously. Inside the discount and trial authority defined in sales-playbook/trial-and-discount-authority.md.
Standing promos (always available)¶
Promo S1 — 30-day Pro trial, no card¶
- What: Free 30 days of Pro with no credit card required
- Eligible: any prospect, individual user
- Mechanic: activated in-app on first sign-in; or via promo code provided by the caller
- End: auto-drops to Free tier on day 31 unless converted
Promo S2 — 1 month free for active Free users¶
- What: Free 1 month of Pro for active Free-tier users
- Eligible: Free-tier users who have hit cap at least once OR scanned in the last 30 days
- Mechanic: activated by promo code (use sparingly enough that not every Free user gets the same offer the moment they install)
- Authority: ✅ full call center autonomy
Promo S3 — 20% off annual prepay¶
- What: 20% discount on annual prepay (Pro $230 / Team $403 per seat)
- Eligible: any prospect converting to annual
- Mechanic: Stripe checkout promo code; valid 14 days from offer; one use per customer
- Authority: ✅ full call center autonomy
- Limit: caller's discretion; do not lead with it — save for closing moments
Promo S4 — First-month-free with annual prepay¶
- What: "13 months for the price of 12" — annual prepay at $288 includes a bonus 13th month
- Eligible: new annual subscribers only (not renewing customers)
- Mechanic: Stripe subscription with custom date offset, or a 1-month service credit
- Authority: ✅ full call center autonomy
- Equivalent value: ~7.7% off annual list (cheaper than 20% off prepay; use when 20% feels too aggressive)
Seasonal / campaign promos¶
Promo C1 — Q4 budget-flush (October-December)¶
- What: "Lock in 2027 pricing — annual prepay at 2026 rates"
- Eligible: new annual subscribers
- Mechanic: standard annual prepay; messaging emphasizes pricing-protection
- Best used: Q4 when customers have unused budget and FY-end imperatives
Promo C2 — New Year kickoff (January)¶
- What: "30 days Pro free + free onboarding screen-share"
- Eligible: new sign-ups in January
- Mechanic: 30-day trial + 15-minute caller-led screen-share within the trial period
- Best used: January, when teams are setting new-year operating habits
Promo C3 — EU Accessibility Act compliance push (rolling)¶
- What: EU-targeted: "3 months Pro free for EU Accessibility Act compliance teams"
- Eligible: verified EU-based accessibility consultants or municipal accessibility coordinators
- Mechanic: 3-month Pro at zero cost; converts to monthly or annual at end
- Authority: ⚠️ extends beyond standard 30-day trial — escalate to Airwai for first 10 issuances; build a clean pattern, then full autonomy
- Best used: EU lead-generation specifically
Promo C4 — Conference-week activation (during trade-show week)¶
- What: "[Conference name] attendees: Pro free through end of next month"
- Eligible: verified conference attendees (registration list check)
- Mechanic: time-limited promo code distributed at the conference or via post-conference email
- Authority: ✅ full autonomy on standard durations
Promo C5 — Esri case study landing (always-on, since the case study is published)¶
- What: "Read the SBD case study, start a 30-day Pro trial in one click"
- Eligible: anyone arriving from the Esri case study landing page
- Mechanic: UTM-tagged trial sign-up form with auto-activated promo code
Conversion promos (trial → paid)¶
Promo TR1 — 30-day-out conversion incentive¶
- What: "Convert to annual prepay 30 days before your trial ends and get 20% off"
- Eligible: active trial users
- Mechanic: offered in trial-week-2 communication; promo code expires at trial end
- Authority: ✅ full autonomy
Promo TR2 — Last-week trial save¶
- What: "Your trial expires in 7 days. Convert now and we'll extend the trial through end of month + give you 20% off annual."
- Eligible: trial users in last 7 days
- Mechanic: offered in trial-day-23 outreach
- Authority: ✅ full autonomy
Team-tier promos¶
Promo T1 — Team starter¶
- What: "Start your team at 3 seats annual prepay, get 4 seats free for 90 days"
- Eligible: firms with 5+ field engineers active in the app
- Mechanic: 3-seat Team annual prepay ($1,512) with 4 additional seats activated free for 90 days
- Authority: ✅ full call center autonomy
Promo T2 — Pro → Team consolidation¶
- What: "If you have 3+ Pro subscribers at the same firm, consolidate to Team at no incremental cost for the rest of their annual term"
- Eligible: firms with 3+ Pro users
- Mechanic: convert all Pro subscriptions to Team seats; pro-rate any difference
- Authority: ⚠️ requires Airwai approval on first 5 deals; full autonomy thereafter
What promo mechanics are NOT available¶
| Promo type | Why off-limits |
|---|---|
| "Lifetime Pro" deals | Lifetime deals destroy unit economics for software |
| Below-cost pricing (under $20/yr) | Margin floor |
| Refer-and-earn affiliate commission for non-affiliates | Use the formal referral program instead (call-center-built) |
| Promo codes shared publicly on Reddit / coupon sites | Cannibalizes paid acquisition |
| Promo codes layered (stack 2 codes for >20% off) | Discount governance |
Promo tracking and measurement¶
Every promo gets:
- A unique Stripe coupon code or App Store promo code
- A UTM-tagged landing page (when applicable)
- A HubSpot deal property: promo_used (string)
- A reporting line in the weekly KPI dashboard (operations/kpi-dashboard-spec.md)
Quarterly review: which promos drove the highest realized LTV after the discount-vs-margin math? Retire the losers; double down on the winners.
Discount approval cheat sheet¶
Stick this near the agent's monitor:
✅ FULL AUTONOMY:
- 30 day Pro trial, no card
- 1 month free on Pro for Free users
- 20% off annual prepay
- 10% off monthly Pro for 3 months
- 13 months for the price of 12
⚠️ ESCALATE TO AIRWAI:
- Discount > 20% off annual
- Multi-year contract
- 3-month-deferred billing
- Federal procurement formal solicitation
- MSA / DPA review
❌ DO NOT OFFER:
- "Lifetime" deals
- Below-floor pricing
- Public coupon-code distribution