Damn Video - Pricing Reference
Current Pricing Tiers
| Tier | PMPro ID | Price | Videos | Bandwidth | Stripe Product ID (Live) |
|---|---|---|---|---|---|
| Starter | 4 | $5/mo | 1 | 100GB | prod_TYYlPXMkrr1Kpl |
| Creator | 5 | $10/mo | 3 | 250GB | prod_TYYnyBkSml2uTJ |
| Studio | 6 | $25/mo | 10 | 500GB | prod_TYYnBSwSVtnCNk |
| Agency | 7 | $50/mo | 20 | 1TB | prod_TYYnBtoihzwvXz |
All tiers include 30-day free trial.
Creator is marked as "Most popular" (recommended tier).
Stripe Product IDs
Live Mode
| Tier | Product ID | Price ID |
|---|---|---|
| Starter | prod_TYYlPXMkrr1Kpl | price_1SbRfYR7odOcCMqkSYU4QuNF |
| Creator | prod_TYYnyBkSml2uTJ | price_1SbRgAR7odOcCMqkA1AtE7qm |
| Studio | prod_TYYnBSwSVtnCNk | price_1SbRgCR7odOcCMqkPxVlhGlo |
| Agency | prod_TYYnBtoihzwvXz | price_1SbRgER7odOcCMqkNC7G7Nwh |
Test Mode
| Tier | Product ID |
|---|---|
| Starter | prod_TYYtFS44vqXP46 |
| Creator | prod_TYYtou0YT3bv59 |
| Studio | prod_TYYtDxIN03etYO |
| Agency | prod_TYYtshMfZuF2V1 |
Important: Keep test and live mode in sync when making changes.
Bunny CDN Cost Basis
| Cost Type | Rate | Notes |
|---|---|---|
| Storage | $0.01/GB/mo | Standard tier |
| Bandwidth | $0.01/GB | Standard tier (NA/EU) |
| Bandwidth | $0.03/GB | Asia/Oceania |
| Bandwidth | $0.06/GB | South America/Africa |
| Pull Zone | Free | One per user |
For planning purposes, assume $0.01/GB bandwidth (majority NA/EU traffic).
Per-Tier Profit Analysis
Worst Case (100% Usage)
| Tier | Revenue | Max BW Cost | Storage Est.* | Gross Profit | Margin |
|---|---|---|---|---|---|
| Starter | $5 | $1.00 | $0.05 | $3.95 | 79% |
| Creator | $10 | $2.50 | $0.15 | $7.35 | 73% |
| Studio | $25 | $5.00 | $0.50 | $19.50 | 78% |
| Agency | $50 | $10.00 | $1.00 | $39.00 | 78% |
*Storage assumes ~5GB average per tier (most videos are 20-100MB)
Realistic Case (50% Bandwidth Usage)
| Tier | Revenue | Est. BW Cost | Storage Est. | Gross Profit | Margin |
|---|---|---|---|---|---|
| Starter | $5 | $0.50 | $0.05 | $4.45 | 89% |
| Creator | $10 | $1.25 | $0.15 | $8.60 | 86% |
| Studio | $25 | $2.50 | $0.50 | $22.00 | 88% |
| Agency | $50 | $5.00 | $1.00 | $44.00 | 88% |
Scenario Calculator
Scenario 1: 50 Starter Signups
Revenue: 50 × $5 = $250/mo
Worst-case BW: 50 × $1.00 = $50/mo
Storage: 50 × $0.05 = $2.50/mo
─────────────────────────────────────
Gross Profit: $197.50/mo (79%)
Realistic (50% BW): $222.50/mo (89%)
Scenario 2: 100 Customers (Starter-Heavy Mix)
Distribution: 60 Starter / 25 Creator / 10 Studio / 5 Agency
Revenue:
60 × $5 = $300
25 × $10 = $250
10 × $25 = $250
5 × $50 = $250
─────────────────
Total: $1,050/mo
Worst-case costs:
60 × $1.05 = $63
25 × $2.65 = $66.25
10 × $5.50 = $55
5 × $11.00 = $55
─────────────────
Total: $239.25/mo
Gross Profit: $810.75/mo (77%)
Realistic: ~$900/mo (86%)
Scenario 3: 100 Customers (Balanced Mix)
Distribution: 40 Starter / 30 Creator / 20 Studio / 10 Agency
Revenue:
40 × $5 = $200
30 × $10 = $300
20 × $25 = $500
10 × $50 = $500
─────────────────
Total: $1,500/mo
Worst-case costs: ~$340/mo
Gross Profit: ~$1,160/mo (77%)
Realistic: ~$1,300/mo (87%)
Quick Formula
Per customer profit (worst case):
Starter: $3.95/mo
Creator: $7.35/mo
Studio: $19.50/mo
Agency: $39.00/mo
Per customer profit (realistic 50% BW):
Starter: $4.45/mo
Creator: $8.60/mo
Studio: $22.00/mo
Agency: $44.00/mo
Pricing Rationale
Why Tiered (Not Per-Video)?
- Per-video pricing feels metered and unpredictable (bad UX)
- Tiered bundles feel like value
- Agencies prefer predictable monthly billing
- Raises ARPU vs bottom-dollar per-video pricing
- Strategically defensible against undercutting competitors
Trial Strategy
- 30-day free trial on all tiers
- Removes payment anxiety at signup
- Users prove value to themselves before paying
- Aligns with PLG model (see growth-strategy.md)
Upgrade Path
- Dashboard shows usage clearly (green/yellow/red)
- Warnings at 80% and 95% thresholds
- Upgrade is always the CTA, but messaging mentions alternatives
- One-click upgrade flow (planned)
Key Files
| File | Purpose |
|---|---|
/inc/pmpro-bunny/tier-config.php |
Tier definitions (videos, bandwidth, taglines) |
/front-page.php |
Homepage pricing display |
/page-membership-levels.php |
Membership levels page |
/paid-memberships-pro/pages/checkout.php |
Checkout with plan summary |
/.claude/technical/payments/STRIPE-PRODUCTS.md |
Stripe product management |
Related Documents
- Growth Strategy - PLG + Land and Expand model
- User Personas - OCP Mary and Agency Dev profiles
Research & Rationale
Realistic Tier Distribution (55/25/12/8)
Our estimate: 55% Starter / 25% Creator / 12% Studio / 8% Agency
Why bottom-heavy (not middle-tier optimized)?
Industry research shows that in a typical 3-tier SaaS: - 60-70% of customers select the middle tier when optimized with "Recommended" badges - 70% of buyers choose the middle option due to Goldilocks effect - Highest tier typically gets <10% of customers (Ahrefs data)
However, Damn Video uses a PLG Land-and-Expand model that intentionally funnels users to the entry tier: - Low-friction entry point ($5 feels low-risk) - OCP Mary persona is risk-averse, starts small - 30-day trial removes payment anxiety at any tier - Upgrade triggers come later via dashboard prompts
This shifts distribution toward entry tier rather than middle tier.
Adjustment factors: - Creator marked "Most Popular" → gets some Goldilocks lift (~25%) - Agency Dev persona may skip to higher tiers → but they're minority - Studio/Agency are "grow into" tiers, not starting points
Sources: - SaaS Pricing Psychology - Middle tier selection rates - Why 3-Tier Pricing Works - Goldilocks effect - Price Anchoring - High-tier as anchor strategy - The Art of Decoy Pricing - Tier design strategies
Realistic Bandwidth Usage (20-30%)
Our estimate: 20-30% typical, 40-50% heavy users, 70%+ rare (viral)
Why customers use far less than allocated:
Oversubscription ratios in hosting/CDN: - Residential ISPs use 10:1 ratio - expect ~10% concurrent usage - Shared hosting uses 50:1 for bandwidth - expect ~2% of allocation used - Cloud providers use 3:1 to 6:1 - expect 17-33% utilization
Video engagement patterns: - 75% of viewers watch only up to 2 minutes - Median engagement caps at 6 minutes regardless of video length - Most content has limited repeat views after initial launch
Applied to Damn Video use cases:
| Persona | Usage Pattern | Estimated % |
|---|---|---|
| OCP Mary (training) | Small internal team, few replays | 10-20% |
| Course creator | Launch spike, then trailing | 25-35% |
| Marketing videos | Initial push, quick drop-off | 20-40% |
| Agency clients | Varies by site traffic | 10-80% |
Weighted average across customer mix: ~25-30%
The 50% default was too conservative. Research suggests most customers will use significantly less than half their allocation, meaning actual margins are higher than worst-case projections.
Sources: - Understanding Broadband Oversubscription - ISP ratios - Oversubscription in Networking - Hosting/cloud ratios - Video Training Statistics - Engagement data - Video Statistics for L&D - Watch time patterns
Pull Zone Costs (500+ Accounts)
Bunny CDN pricing: First 500 pull zones free, then $1/pull zone/month for each additional pull zone.
Important: The $1 cost only applies to customers after 500, not retroactively to all customers.
Example at 600 customers: - First 500: $0 - Next 100: $100/mo - Total pull zone cost: $100/mo (not $600)
At 1,000 customers with realistic blend: - Revenue: ~$12,800/mo - Pull zone cost: $500/mo (for 500 over the free tier) - Still ~95% margin
This cost is built into the pricing calculator.