Sankalpa — Pricing & Virality

Pricing ladder

|---|---|---|---|

| Free | $0 | Loss leader (~$0.04/mo cost) | 88% |

| Year of Intent | $299/yr | ~88% gross (after journal CoGS $34) | 1% |

At 10,000 MAU: 1100 × $9 + 100 × $299 = $9,900 MRR + $29,900/yr from YoI ≈ $148,700 ARR.

At 100,000 MAU: ~$1.49M ARR. Stable because there's no "level" to grind to — users stay because the line is good.

Why these prices

$9/mo matches Calm/Headspace mid-tier reflexes. Cheaper than therapy. More than free wellness.
$89/yr = ~17% off, the friction price for committing to a year of self.
$299 Year of Intent is anchored by the physical journal — paper makes a digital app a heirloom. The journal CoGS ($34) is the moat: copycats can't ship paper from a CDN.

Virality (built into the loop, not bolted on)

1. The sigil share card

Every day, every user generates a unique 1080×1350 image: their intention + their sigil + "set on [date]". This isn't a screenshot — it's art they made by being themselves today. One tap → IG story / X / Threads. Sigils look like talismans, not screenshots.

K-factor target: 0.18. (1 in 5 daily users posts; 1 in 30 of those posts converts a viewer.) Compounds because sigils are visually distinctive in a feed of squares.

2. Twin sigils

When two friends' intentions thematically rhyme on the same day (model-detected: "visibility" themes, "release" themes, etc.), both get a notification: Your sankalpa today rhymes with [name]'s. Optional reveal. This is how friend-graphs activate.

Why it works: It's a ping that something true aligned without coordination. It's a small mystical hit. People screenshot it.

3. The Year-end Scroll

At Dec 31, every paid user gets a single-page PDF: 365 lines, 365 sigils, vertical scroll. Designed to be printed at Kinko's at 18×96". It's a year of who you tried to be. Free users get a 30-day version.

This artifact is shareable, giftable, framable. A user posting their year-end scroll on Jan 1 is the most effective Jan-2 acquisition channel imaginable.

4. The Founder-Line gift

YoI buyers can gift one month to anyone. The gift card displays the giver's current sankalpa. So a gift is also a confession. Conversion of gift recipients to paid: target 22%.

5. Naming asymmetry

"Sankalpa" is a Sanskrit word most westerners don't know. Looking it up is the first conversion event. The name does work that an English name can't.

Channels

| Channel | Why | Cost |

|---|---|---|

| TikTok / Reels — "the line that hit me today" series | Sigil + line is screen-native | Organic, founder-voiced |

| Substack cross-post — daily sankalpa for paid newsletter readers | 7-day archive feels like a habit | Affiliate revshare |

| Therapist partnership | Sankalpa+ comped for clients of partner therapists | $0 acquisition, halo effect |

| YoI as a corporate gift | $299 × 50 = $15k engagement gift bundles | Direct outbound |

Killers (what we will NOT do)

❌ Streaks (kill the pressure that wellness apps use, on purpose)
❌ Push notifications more than 2/day (dawn render + mid-day ping; that's it)
❌ Social feed inside the app (intention is private until shared)
❌ "Score your day" (not a productivity app — explicitly anti-rated)

North-star metric

Days-with-recollection-completed per paid user per month. Not DAU. Not opens. The value-creating event is the 9pm bridge — that's the only metric that maps to retention.

Target: 18/30 for Sankalpa+, 24/30 for YoI.