The value ladder.
This is the spine of the whole Animas sales motion. In a relationship-first Durango market, you almost never lead with "buy a $650 SEO package." You lead with a free, personalized report on how a business shows up on Google, and you ladder up from there. Learn this ladder cold — it's how every product and service connects.
The ladder — top of funnel → full service
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Free DGO Report
$0The magnet · cold-outreach, no login
A personalized, no-login report showing how a business ranks on Google, their review profile, and their local visibility gaps. You hand it to a prospect as a gift, not a pitch. On the July relaunch trip, the Valkyrie Medical report was viewed 70 times by the owner — the highest engagement in campaign history. The report is the pitch.
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Local Presence
$99/moThe bridge · 14-day free trial
The subscriber dashboard: GBP monitoring, NAP drift alerts, monthly snapshot. The single low-commitment paid tier that turns a free-report viewer into a paying subscriber. Founding-100 lock $99/mo for 24 months (NOT lifetime — say "locked for two years"). Add-ons: Multi-Location $64/mo, Seasonal Pause $9/mo. Never bundle web design at $99.
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Local SEO
$375 / $650 / $1,000The core managed program
The full done-for-you program. The self-service upgrade gate from LP → Local SEO requires: (a) GA4 OAuth connected, (b) 30+ days of LP history, and (c) the automated CRM lead conversion has run. If those aren't met, it routes to a Tyler proposal.
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Foundation Pilot
$600–$2,500/moThe commitment step · 3-mo bundle, auto-extends
A 3-month bundled pilot that auto-extends, with a guarantee KPI. Pilots are NOT separate Stripe products — they're subscription items + the single PILOT_BUNDLE_3MO coupon + metadata (pilot_type, guarantee_kpi, auto_extend, in_person_day). Foundation / Accelerator / Sprint variants.
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Custom Retainer / Full Service
$550–$3,800/moThe top · everything coordinated
Everything coordinated under one roof — SEO, ads, social, email, reviews, the website — bracketed by how much is bundled. One strategy, one point of contact, one bill.
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Pricing anchors to memorize
Free report → $99 → $375 / $650 / $1,000 → $600–$2,500 → $2,000+
- Annual = 17% off (2.04 months free).
- Founding-100 = $99 locked 24 months (not lifetime).
- Seasonal pause = $9/mo, Local Presence only.
- Never bundle web design at $99 — bundle at Local SEO Essentials ($375)+.
Coupons (live in Stripe production)
CHAMBER_ANIMAS 20% off, repeating 12 months
Durango Chamber members — lead with this at Chamber events (Kim Oyler, Chamber COO).
ANNUAL_2026 17% annual prepay (2.04 months free)
Any annual commitment; also waives setup fees.
PILOT_BUNDLE_3MO Foundation Pilot bundle discount
Only on the 3-month pilot.
REFERRAL_<slug> Referral discount
Referred prospects — 10% referral-fee mechanic for partners.
The relationship-first play (Durango)
- Meet in person — Chamber, Rotary (Thursdays 11:45am Elks Lodge), LPEDA, Business After Hours. Every touchpoint reads "local Durango agency," never "visiting vendor."
- Give the free report — personalized, useful, no ask.
- Follow up — the report engagement (views) tells you who's warm. Valkyrie viewed theirs 70 times before any close attempt.
- Offer the $99 trial — a small, easy yes with a 14-day trial.
- Ladder up — as results show, move to Local SEO → Pilot → Retainer.