Dev-Bill Price Ladder (insight-first, churn-safe)

Goal: maximise cash-in while you gather hard data, not opinions.

1. Launch Stack (next 60 days)

Tier	What you get	Price	Reason
Founders Deal	Unlimited invoices, Git-connect, PDF, PayLink, multi-currency	USD 19 / mo (lifetime)	Creates urgency, locks early evangelists below psychological $20 bar
Regular Solo	Same feature set, but USD 29 / mo (annual -20 %)	USD 29 / mo	Anchor price; still < FreshBooks (UDS 25-50)
Pro Solo	+API access + priority e-mail support	USD 39 / mo	Upsell path after 30 days usage data

Rules:

• First 100 sign-ups must hit Founders Deal counter (landingpage bar).
• After 100: counter disappears, price auto-flips to $29.
• Annual toggle visible only after 2 invoices sent (user feels value).

2. Post-Data Moves (month 3-6, ≥ 30 paying)

• If NPS ≥ 40 and < 5 % downgrade-request → bump Regular to $35, keep Founders locked.
• If churn > 8 % → drop Regular to $25, add 14-day free trial.
• API stays in Pro only; move Git-connect to all tiers (retention anchor).

3. What You Skip for Now

• Team seats, white-label, usage-based, add-ons – until ≥ 150 active users (statistical power).
• Lifetime deal – kills LTV; avoid.

4. Billing Levers to Test Later (one at a time)

1. Annual vs monthly split target: 65 % annual by month 6 (cash now, churn later).
2. Turbo-support tier ($49) – only if support tickets / user < 0.3.
3. GitHub private-repo import → +$5 add-on (after Octokit rate-limit complaints).

5. Churn Safeguards Built-In

• Downgrade button (Solo → Founders) – keeps them inside, not outside.
• One-click export (PDF + CSV) – fear of lock-in removed.
• Pause plan (3 mo for $5) – cheaper than reactivation CAC.

Next 3 pricing actions this week:

1. Add strip with countdown “Founders deal: 17 spots left”
2. Embed Stripe Customer Portal (downgrade/annual toggle)
3. E-mail new users on day 14: «Sent 2 invoices yet? Upgrade to annual, save 20 %»