Section 02 / pricing & unit economics
Priced like software. Sold like a conference.
Every price on the site is public, which makes the ladder easy to read: a cheap subscription qualifies the buyer, and three higher-priced products do the earning. The membership is the entry ticket, not the business.
01 · Membership verified
The Unlimited plan, by seat count
One product, five seat bands, monthly or annual, all with a 7-day free trial and "white glove" onboarding where they build role-specific course bundles for your team.
| Plan | Monthly | Annual | Effective per user / year |
|---|---|---|---|
| Unlimited — 1 user | $79 | $758 | $758 |
| Unlimited — up to 5 users | $277 | $2,654 | $531 |
| Unlimited — up to 10 users | $474 | $4,550 | $455 |
| Unlimited — up to 20 users | $909 | $8,722 | $436 |
| More than 20 users | contact | contact | — |
Read the discount curve. Per-seat price falls from $758 to $436 a year as seats rise — a deliberate push toward team-wide deployment, because a team plan is what makes the account expensive to leave. Every tier carries the same feature list, including the "iOS/Android app (coming soon)" line that has shipped unchanged for years.
02 · The other SKUs
Sales School, events, and vendor access
| Product | Price | What it is |
|---|---|---|
| Sales School bundle | $39/mo · $374/yr | 18 sales courses, sold separately from Unlimited, priced up through seat tiers to $4,306/yr |
| Individual course value | $197 each | Anchor price printed on every course card ("Value: $197 — Included!") |
| FORGE — general attendee | $1,750 | Two-day executive event, Armature Works, Tampa, 14–15 Jan 2027 |
| FORGE — reception only | $250 | Networking reception ticket, no sessions |
| FORGE — vendor attendee | $4,995 | Vendor/partner registration — effectively the sponsorship floor |
| Payment terms | instalments | Deposit at booking, final payment due by 31 December; registration unconfirmed until paid in full |
The anchor is doing heavy lifting. Eighteen courses at $197 each implies $3,546 of value, sold for $374 a year. That is textbook value-stacking, and it also tells you how the membership is positioned in a sales conversation: as a bundle discount, not a subscription.
03 · The ladder
Five rungs, each one qualifying the next
Content & trial
Podcast appearances, contributor posts, 7-day trial. Cost of acquisition, near zero.
Membership
Card on file, role and team size captured during onboarding.
Team rollout
Annual, multi-seat, sold with a human onboarding call.
Events & partners
Seats, vendor tables, sponsor placements — the margin layer.
…and above the ladder, the affiliated services: bookkeeping (FRAXN), capital, consulting, and pest-company partnership or exit.
04 · What it might be worth model
A revenue model, with its assumptions exposed
No revenue figures are published anywhere. This is arithmetic on stated prices and a stated customer count, not a report of their books. Treat the range as an order of magnitude.
| Line | Low | High | Basis |
|---|---|---|---|
| Active paying accounts | 300 | 600 | "More than 1,500 companies" is cumulative support, not active subscriptions |
| Blended annual value | $1,200 | $2,400 | Mix of $758 solo annual and $2,654+ team plans |
| Membership revenue | $0.36M | $1.44M | Accounts × blended value |
| FORGE attendance | 150 | 250 | Venue-scale guess for an executive event; seats were "reopened" in Oct 2026 |
| Event revenue | $0.26M | $0.44M | Seats × $1,750, before vendor tables |
| Vendor tables | 10 | 20 | × $4,995 — the partner page lists a dozen-plus ecosystem vendors |
What the model implies: a lean 10–15 person business plausibly in the low single-digit millions, with events growing faster than subscriptions. That is consistent with a company that stopped publishing courses in January 2025 and started selling $1,750 seats instead.