The current plan is $149 a year for one tune-up and a discount; 790 members hold it and most never use the discount. The three tiers replace it with a monthly price, a clear list of what is included, and a reason to move up.
A price-sensitivity survey of 212 current members and recent customers, four questions each. The curves show the share of people who call a monthly price too cheap, a bargain, expensive, or too expensive.
Monthly equivalents of each competitor's maintenance plan, taken from their websites in October. The three Brightline tiers are placed on the same scale.
Twelve-month revenue from maintenance plans under three sets of assumptions. The base case is the one the budget uses; the upside needs the Total tier to land with landlords.
How the existing members map to the new tiers, based on what they used in the last two years. Nobody is moved automatically.
| Group | Members | Moves to | Was paying | Will pay |
|---|---|---|---|---|
| Two visits a year, used the discount | 470 | Comfort | $149 / yr | $408 / yr |
| One visit a year, never called | 200 | Essential | $149 / yr | $228 / yr |
| Landlords, 3+ properties | 120 | Total | $149 / yr | $708 / yr |
The objections the front desk will hear in the first month, with the answer that keeps the conversation short.
Comfort removes the $49 fee and adds a second visit. Two visits and two calls a year already cost $347 at the old plan.
It is. Offer annual with one month free; 30% will take it and the cash arrives up front.
Parts to $500 and plumbing. One covered compressor capacitor pays for the year.
Some will. The model assumes 15%. Below 20% churn the base scenario holds.
Launch the three tiers on December 1 with Comfort as the default. Review at 90 days against the base scenario: 341K run rate, churn under 20%.