The plan is yours to skip

Technical information first, because two things on the report have similar names and only one of them is the add-on. The base price of every report includes the diagnosis: for each question you lost, we fetch the pages the engines cited over yours, classify why you lost it, and rank the fixes. That's the prioritized fix list, and it's in every report at every price. The 90-day action plan is the dated version: a positioning line, the 30-day quick wins, content briefs each tied word for word to a question you lost, the third-party pages worth being on, listicles, review sites, communities and press, a technical checklist, and a note on how to measure whether any of it moved. It's one model call over the finished run, and since the 9th of September it's a $150 line you can take or leave.

Why we unbundled it

Until that date every paid report carried the plan inside its price, and it seemed generous until we looked at who was paying for it. An agency with its own strategists doesn't want our briefs; it wants the measurement and the rows behind it, and it was paying for a document it never opened. A founder who already knows what to write wants the list of what they lost and why. A subscriber on a monthly plan gets a fresh plan every run anyway, so the one on the first report was redundant the day the second arrived. Each of them was paying for a piece of work they hadn't ordered, and we'd already decided that nothing runs that you didn't switch on. A plan you didn't ask for is an engine you didn't ask for, wearing a different coat.

So the plan came out of the base price and onto its own line, and the report price became the measurement's price. That costs us the $150 on every report where the buyer skips it, and we think it's the right trade: a buyer who wants the number alone should pay for the number alone, and a buyer who wants the plan should be able to see what the plan costs. An opinion, since it's the whole reason: a price that includes things you can't decline isn't a price, it's a bundle with a number on it.

Buy it when you're ready, or never

Three ways to have it, and one way not to. Add it at checkout and it's the $150 line on the rail, marked as what it is. Skip it, read the report, and decide later: the report page carries a button that buys the plan onto that run for the same $150, and the Generate button goes live the moment the payment lands, so a report you bought as a measurement can become a report with a plan the day you decide you want one. Take any custom report monthly and the plan is included and rebuilt on every run from that run's losses, with no discount on the report and no line for the plan, because on a monthly the plan is the reason the subscription exists. Or leave it out entirely, and the report is complete without it.

Two rules protect what you've already bought. A report created before the 9th of September keeps the plan it was sold with, and a plan that has been generated is never taken back, whatever changes on the pricing page afterwards. We'd rather carry the odd report that has a plan it didn't pay for under the new rule than take one away from someone who paid for it under the old.

What the plan is not

It isn't a promise. The plan never says you'll be named or ranked, because nobody controls a probabilistic engine and a plan that pretended to would be selling you the outcome we can't deliver rather than the work we can. It reads what the engines said, not what's true. It's written to be run by your own team, in your own order, and where a step is a placement on someone else's page, a community thread or a review site, it says to disclose who you are, because the alternative is dishonest and, in the United States, the FTC bans it. And it's graded: take the monthly and the next run asks the same questions again, so you can read, question by question, whether the number the plan was written against moved.

If you'd rather we did the work

There are three ways a plan gets done. Your team runs it, with the briefs tied to the questions you lost and the pages worth being on, and the next report grades your work. We run it, at our agency rates, quoted by conversation from the plan itself rather than as a line on a report, and the next report grades ours. Or nobody runs it and the report was worth buying anyway, because knowing where you stand is a result on its own. We say all three out loud because the plan is the door into the second one, and a door should be labelled.

Send the plan back with questions and we'll answer them in a day, not weeks; send it back with a scope and we'll price the work. Build the report in the configurator, take the plan or leave it, and either way the first thing you'll read is a measurement with nothing in it you didn't order. We look forward to growing with you, and our agents are at your beck and call.