What is the Price Tag for Reliable Content Operations?

DashoContent's Bold Leap into Unlimited Content

On PRODUCT PRICING:

Inspired by Ms. Le-an's recent post on tiered pricing, I will add my piece and share about DashoContent's journey on pricing strategy.

For two years, we tried piecemeal content orders at DashoContent. The vision was to create a Grab-like experience in ordering content - order a piece + get content done. That's it.

But as we launched and promoted it, we realized we have been delivering a full-service offering instead -- account management, content strategies, planning, and proposals, just to be able to produce piecemeal two pieces of blog posts for just one customer.

It was unsustainable and unscalable. Tracking every piece of content as an order was a mess, resulting in high churn and only a modest margin.

Imagine all the effort to try and study a brand as you own it and produce thoughtful (non-GPTed) content in their tone and voice only to end up making only two pieces of content with a measly margin of 40% with high churn rate because, cmon, who can capture your entire essence as a brand in just ONE ARTICLE. Not even chatgpt can do that with one prompt.

Two months ago, we tested offering UNLIMITED content at x15 the price of one content piece. Plans start at $700, unlimited production, cancel anytime. It may seem expensive initially, but the customer NOW has access to a talent network of creatives and writers and can expect consistent and RELIABLE content production. No more headaches from hiring and no more content backlogs. There is so much value in one subscription!

With the new model, we can now give customers more value with thoughtfully crafted content pieces. This model led us to close higher quality customers and get matched with higher quality partners. With this, we reduced churn and just reached breakeven this month. This change truly aligns with our core value of CARING for customers. The model works! Ask our current customers, which include Series A onwards tech startups and high-end real estate companies.

We are still testing the price point and delivery and optimizing our internal team. Later, we plan to offer the more complex content types (design, video, etc). On scalability, we are also simplifying what is left of the platform to streamline orders and automate the sourcing with the right partners for each unlimited order.

But on to what makes DashoContent unique -- our AI-powered community and platform. We have a network of 800+ creatives and writers -- rigorously vetted before matching, all awaiting gigs and eager to learn how AI can augment them.

By working with experts on automating our partners' pre-vetting, we can filter for quality. We also have a simplified platform focusing on delivery to streamline the production experience. Imagine the strength of the marketplace we will be able to build on this soon. The future is golden.

But for now, the lesson: PRICING conveys QUALITY.

At the end of it, whether AI or humans, marketing leaders and founders only want the result -- CONTENT that WORKS. And the only way to know if something works is to CREATE it.