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Moat & Pricing-Power Review

What will still be true in ten years, where you can own the whole problem, and the price that earns you.

For businesses competing on price, and AI startups whose product is one API call from being copied.

Henson, a cartoon parody host
Henson · Leather-Jacket Moat Engineer

“The more of the problem you own, the more you can charge.”

0/600 · numbers make it sharper · never published
  1. 1Describe your business
  2. 2Pay once on Stripe
  3. 3Read it in about a minute

Watch it run

From a few sentences to the playbook.

The sample business, typed in. Real page, real output.

The whole sample, uncut

Written for an invented 6-person web agency (“$62k a month, 14 retainers, losing pitches to offshore teams and DIY Webflow”), so its numbers are safe to publish. Yours is written against your own.

Add $12,000/mo profit in the next 12 months by expanding services and pricing tiers

Current revenue is $62,000/mo and total expenses are $53,830/mo, leaving about $8,170/mo profit. Adding a premium “Growth Suite” for 6 clients at $3,500 extra each and a recurring SEO retainer for 8 clients at $1,200 each would lift profit by roughly $12,000/mo.

01

What will still be true in ten years

The fundamentals of web presence don’t change fast.

  1. Businesses need a professional website

    Even with AI tools, companies will still require custom branding, compliance, and integration that off‑the‑shelf sites can’t guarantee.

  2. Brand credibility drives sales

    A well‑designed site remains the primary proof point for credibility; it will still be a conversion driver for most B2B and B2C firms.

  3. Digital marketing spend grows

    Businesses will keep allocating a larger share of budgets to paid search and social to capture online demand, sustaining demand for design that converts.

02

Own the whole problem

Don’t stop at the site – capture the full revenue engine.

  1. Conversion‑focused CRO audits

    ≈ $4,500/quarter ≈ $1,500/mo per client

    Add a quarterly CRO service that tests copy, layout, and CTAs. Each audit can be priced at $4,500 and upsells to implementation, compounding the retainer value.

  2. Ongoing SEO & content packages

    ≈ $1,200/mo per client

    Offer a 6‑month SEO retainer at $1,200/mo. Improves client rankings, keeps them on your plate longer, and justifies higher design fees.

  3. Managed Webflow hosting & updates

    ≈ $350/mo per client

    Bundle hosting, security patches, and minor edits for $350/mo per site. Turns a one‑off build into a recurring revenue stream.

  4. Performance analytics dashboard

    ≈ $250/mo per client

    Create a custom dashboard (using Notion + Google Data Studio) that tracks traffic, leads, and ROI. Charge $250/mo for access and insights.

03

Pricing power

Shift from cost‑based pricing to value‑based tiers.

  1. Introduce a “Growth Suite” tier

    ≈ $21,000/mo

    Add $3,500/mo to 6 existing retainer clients for CRO, SEO, and hosting. Incremental revenue = 6 × $3,500 = $21,000/mo.

  2. Create a “DIY‑Assist” self‑service plan

    ≈ $9,600/mo

    Charge $1,200/mo for a Webflow template + monthly coaching. Assuming 8 clients sign up, revenue = 8 × $1,200 = $9,600/mo.

  3. Raise base retainer by 12%

    ≈ $7,140/mo

    Current average retainer $4,250. A 12% increase adds $510 per client. With 14 clients, extra = 14 × $510 = $7,140/mo.

04

The ten-year bet

  1. Build a full‑stack “Revenue Engine” platform

    ≈ $150,000/mo at 30 clients

    Combine design, CRO, SEO, hosting, and analytics into a single subscription product. It locks clients for 3‑5 years, creates predictable cash flow, and makes pricing independent of offshore competition. Assuming 30 clients at $5,000/mo, annual recurring revenue hits $1.8 M, dwarfing current numbers.

    This week:

    This week, map the exact service components and draft a pricing sheet for the new platform.

Focus on the revenue engine now; the numbers prove the upside without waiting for market shifts.

Estimates are arithmetic on stated assumptions, not forecasts, and this is not legal, tax or accounting advice. Check each assumption against your own books before acting.

Now do it for yours.

$49, once. About a minute.

0/600 · numbers make it sharper · never published

Questions

How fast is it?

About a minute after payment. It is written on the page Stripe returns you to, and the link is emailed to you as well.

What should I write?

What you sell, to whom, at what price, and whatever numbers you have — costs, customers, how people find you. Where a number is missing it assumes one and says so.

Is it generic?

It is not allowed to be. Every line has to name a price, a cost, a channel or a customer from your description, and phrases like "build your brand" are rejected and rewritten.

Is my description private?

Yes. It is used to write your playbook and is never published or added to any gallery. The sample on this page is an invented business.

Is it financial advice?

No. Every estimate is arithmetic on stated assumptions. Check them against your own books before acting.

Other playbooks: Cost Teardown · Distribution Sprint · Dare-io · Runway Pack

Emon, Henson, Samam and Dare-io are cartoon parodies of founder archetypes. They are not real people, have never heard of us, and did not write your playbook.

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