📊 Market Analysis & Pricing Strategy¶
🎯 Target Market¶
Market Definition¶
GetCimple targets Australian businesses with these characteristics:
| Metric | Value | Description |
|---|---|---|
| Company Size | \(2M-\)20M turnover | Sweet spot for board governance needs |
| Board Structure | External directors | Companies with NEDs, not just founders |
| Market Size | [To be measured] | Total addressable market in Australia |
| Board Penetration | [To be researched] | % of target companies with active boards |
Why This Market?¶
- Regulatory Pressure: Section 180 createst real liability for directors
- NED Network Effect: Directors serve on multiple boards (3-5 average)
- Price Sensitivity: NEDs less price-sensitive when protecting liability
- Governance Maturity: These companies need but can't afford enterprise solutions
Multi-Board Strategy¶
Our growth strategy leverages NED networks:
- Land: Successfully onboard one NED at one company
- Expand: NED introduces GetCimple to other boards
- Network: Each NED influences 3-5 potential customers
- Standardize: Same solution across all their directorships
💰 Pricing Strategy¶
Pricing Tiers¶
| Plan | Price | Featurest | Target |
|---|---|---|---|
| Core Access | $5,000 (one-time) | Basic features, 5 users, standard support | Small boards testing the waters |
| Compliance Pro | $199/month | All features, unlimited users, priority support | Our sweet spot - most customers here |
| Enterprise | Custom pricing | Custom features, dedicated support, SLA | Larger or more complex organizations |
Pricing Philosophy¶
Our pricing reflects:
- Value of Risk Reduction: Personal liability protection for directors
- Efficiency Gains: Time saved for both directors and management
- Market Positioning: Premium to basic tools, accessible vs enterprise
- Network Effects: Attractive for NEDs to standardize across boards
Validation Approach¶
Since we're pre-revenue, our pricing will be validated through:
- Pilot customer feedback
- Competitive analysis [Ongoing]
- Value-based discussions with NEDs
- Market willingness-to-pay research
🏆 Competitive Landscape¶
Direct Competitors¶
- Enterprise GRC platforms (too complex/expensive for our market)
- Generic board portals (lack compliance focus)
- Spreadsheet-based tracking (our main competition)
Our Differentiation¶
- Dual stakeholder focus - Both directors AND management
- Australian-specific - Section 180, ACSC Essential Eight
- Right-sized - Not enterprise complexity, not just documents
- Network-friendly - Designed for multi-board directors
📈 Go-to-Market Strategy¶
Phase 1: Pilot Program¶
- Target 5-10 pilot customers
- Focus on NEDs with multiple boards
- Validate pricing and value prop
- Gather testimonials
Phase 2: NED Network Growth¶
- Leverage pilot NEDs for introductions
- Target their other board positions
- Build case studies
- Refine onboarding
Phase 3: Market Expansion¶
- Broaden beyond pilot network
- Partnerships with director organizations
- Content marketing on governance
- Speaking at director events
🎯 Key Success Factors¶
- NED Champions: Getting influential NEDs as advocatest
- Quick Time-to-Value: Onboarding in hours, not weeks
- Clear ROI: Demonstrable risk reduction and time savings
- Network Effects: Making it easy for NEDs to introduce us
📊 Metrics to Track¶
Market Metrics¶
- Number of NEDs onboarded
- Boards per NED (expansion rate)
- Time from pilot to expansion
- NED-to-NED referral rate
Pricing Metrics¶
- Conversion rate by tier
- Price sensitivity indicators
- Churn by pricing tier
- Expansion revenue per account
Note: All market sizes and statistics are placeholders pending formal market research. Focus is on the strategic approach and target customer profile rather than specific numbers.