# Pricing — Powered by RIG (agency-white-label)

Two prices. One recurring, one setup. No usage metering, no per-message billing, no platform fee.

---

## 1. The wholesale price

| Item | Price | Notes |
|---|---|---|
| **Front desk seat** | **$250 / practice / month** | Unlimited patient conversations. One seat per practice location. |
| **Agency onboarding** | **$1,500 one time** | White-label setup, first two practices configured live, sales kit. Waived at 5 seats in month one. |
| Additional location, same owner | $250 | No discount. Each location has its own hours, plans and schedule. |
| Term | Month to month | 30 days' notice, cancel per seat, no minimum. |

**Why flat and unlimited.** Inference runs on hardware RIG owns (3× RTX PRO 6000 plus four LAN nodes,
~293GB VRAM), not on a metered reseller account. There is no marginal cost per message that needs passing
on, so there is no usage clause. That is a real structural advantage over anyone reselling a frontier API,
and it is worth saying out loud on the call.

### Volume tiers

| Live seats | Wholesale | Rationale |
|---|---|---|
| 1–9 | $250 | Standard |
| 10–24 | $225 | Agency is now a channel, not a customer |
| 25–49 | $200 | Justifies a named contact and a quarterly review |
| 50+ | $175 | Negotiated, annual commit, joint roadmap input |

Tiers apply to **live** seats, counted monthly. Paused seats are not billed and do not count.

---

## 2. What the agency charges

RIG does not set or publish retail. Observed and recommended bands:

| Positioning | Retail / practice / mo | Agency spread | Gross margin |
|---|---|---|---|
| Bundled into an existing retainer as "patient capture" | $400 | $150 | 38% |
| **Standalone line item (recommended)** | **$650** | **$400** | **62%** |
| Premium, includes agency-managed reactivation campaigns | $900 | $650 | 72% |
| Multi-location / ortho / perio | $1,200 | $950 | 79% |

**Do not price below $400 retail.** Under $150 of spread the support load is not worth the seat, and the
practice reads a cheap price as a cheap product. This is the single most common mistake a new reseller
makes.

---

## 3. Margin math

### Per seat, per month, at $650 retail

```
Retail invoiced to practice        $650
Wholesale paid to RIG             ($250)
                                  ------
Gross spread                       $400   (61.5%)

Agency support load, realistic     ($45)   ~20 min/mo of a coordinator at $18/hr loaded
                                  ------
Contribution per seat              $355   (54.6%)
```

### Book-level, at $650 retail

| Live seats | Monthly spread | Monthly contribution | Year 1 spread @ 2% churn |
|---|---|---|---|
| 5 | $2,000 | $1,775 | $21,528 |
| 10 | $4,000 | $3,550 | $43,057 |
| 20 | $8,000 | $7,100 | $86,113 |
| 40 | $16,000 | $14,200 | $172,227 |
| 60 (at $200 tier) | $27,000 | $24,300 | $290,632 |

Year 1 = 12 monthly periods with the seat count decaying 2% per month. A 20-seat book ends year one at
15.7 seats. If your agency churn is higher than 2%, model it higher — the number that matters is your
own retention, not ours.

### Payback on onboarding

$1,500 onboarding ÷ $400 spread = **3.75 seats for one month**, or **one seat for four months**. Any
agency with 10+ practices is cash-positive inside the first billing cycle. Waiving it at 5 seats costs
RIG $1,500 and buys $1,250/mo of recurring revenue, which pays back in 5 weeks at RIG's own margin.

---

## 4. What it replaces at the practice

This is the number the agency uses to defend $650 to the dentist.

| Displaced cost | Monthly | Note |
|---|---|---|
| Answering service | $380 | Takes messages, does not book |
| Evening/weekend front-desk coverage, 20 hrs/wk @ $14/hr loaded | $1,100 | The realistic alternative if they staffed it |
| 2 lost after-hours new patients @ $1,400 case value | $2,800 | Conservative; industry unanswered-call rate is ~35% |
| **Total displaced** | **$4,280** | |

Sold at $650 that is **6.6× displaced cost**, before counting any new patient the desk actually books.

---

## 5. RIG-side unit economics

Honest view of what RIG keeps at $250 wholesale.

| Line | Per seat / month |
|---|---|
| Revenue | $250 |
| Inference — amortised GPU + power, own hardware | ~$11 |
| Telephony / SMS pass-through (~600 segments) | ~$9 |
| PMS bridge hosting and monitoring | ~$6 |
| Agency support, blended across the book | ~$18 |
| **Contribution** | **~$206 (82%)** |

Hardware is already owned and otherwise idle, so the marginal seat is close to pure contribution. The
real constraint is not cost, it is Mike's support hours — which is exactly why the product is sold
through agencies who absorb tier-one support, and why RIG will not sell direct to practices at any price.

**Break-even on Mike's time:** at ~82% contribution, 12 seats ($2,460/mo contribution) covers a
solo operator's baseline. Everything past seat 12 is margin.

---

## 6. Billing mechanics

- Billed monthly in arrears on live seat count, one invoice to the agency, one line per practice.
- Seats added mid-month are prorated by day. Seats paused mid-month are prorated and then stop.
- A seat is **live** the day its first patient conversation is handled, not the day it is created. Setup
  time is never billed.
- Agencies are invoiced by RIG. Practices are invoiced by the agency. RIG never bills, contacts, or
  appears in front of a practice.
- 30 days' notice to cancel a seat. No annual lock unless the agency wants one for a tier discount.