EPPA B2B Commercial Model¶
This document summarizes the maintainable B2B packaging, pricing, unit economics, and break-even model for EPPA. The reproducible source of truth is b2b-commercial-model.json; numbers below are planning assumptions, not validated market facts.
ICP¶
EPPA targets small to mid-size musculoskeletal, kinesiology, physiotherapy, rehabilitation, and posture clinics that already capture standardized posture photos and need repeatable measurement reports for clinician review.
The buyer is the clinic owner, clinical director, or operations lead. The day-to-day user is a kinesiologist, physiotherapist, rehabilitation practitioner, or trained posture evaluator.
The initial commercial phase is Argentina-first pilot and Latin America discovery. EPPA is positioned as measurement workflow support before regulatory clearance, not autonomous diagnosis, treatment prescription, or cleared medical device functionality.
Disqualified segments:
- Hospitals or insurers requiring cleared diagnostic, triage, or treatment-decision software before procurement.
- Consumer self-assessment, wellness-only, school screening, or direct-to-patient use without a licensed practitioner workflow.
- Enterprise deployments requiring EHR billing integration, procurement security review, or country-specific regulatory clearance before pilot.
- Clinics that cannot obtain patient consent, controlled image capture, or minimum fixture quality for repeatable posture measurement.
Packaging And Pricing¶
| Tier | Monthly price | Seats | Included assessments | Positioning |
|---|---|---|---|---|
| Clinic Core | USD 390 | 3 | 120 | Single-site clinical team validating a standardized posture assessment workflow. |
| Clinic Growth | USD 690 | 8 | 350 | Multi-practitioner clinic that needs repeatability, shared review, and operating visibility. |
The offer intentionally excludes these items before regulatory clearance:
- Autonomous diagnosis, risk scoring, or treatment recommendation.
- Claims of replacement for clinician assessment or medical decision-making.
- Patient-facing self-diagnosis or home screening workflow.
- Country-specific cleared medical device claims.
Unit Economics¶
Per-account monthly COGS assumptions:
| Category | Monthly USD | Assumption |
|---|---|---|
| Hosting | 45 | Storage, backups, application hosting, and monitoring for a small clinic account. |
| Support | 120 | Practitioner support and workflow troubleshooting during early commercial pilots. |
| Compliance | 70 | Allocated privacy, security, audit-log review, and regulatory documentation maintenance. |
| Onboarding | 80 | Amortized remote onboarding and retraining effort per active account. |
| Payment/administration | 25 | Payment processing, invoicing, contract administration, and collections overhead. |
Gross margin target: 55%.
Monthly fixed cost assumptions:
| Category | Monthly USD | Assumption |
|---|---|---|
| Product engineering | 3,500 | Minimum retained product, bug-fix, and operational maintenance capacity. |
| Quality/regulatory | 1,200 | Ongoing quality records, regulatory review, and controlled documentation updates. |
| Commercial operations | 800 | Sales operations, pilot administration, training material upkeep, and account management. |
Funnel, Churn, And Activation¶
Planning assumptions:
- Pilot length: 60 days.
- Qualified lead to pilot: 25%.
- Pilot to paid conversion: 30%.
- Monthly logo churn: 3%.
- Annualized logo churn placeholder: 31%.
Activation metric: a clinic is activated when it completes onboarding and records at least 20 practitioner-reviewed assessments in its first 30 days.
Break-Even¶
Reference tier: Clinic Growth.
Formula:
ceil(monthly_fixed_costs_usd / contribution_margin_per_account_usd)
Computed from structured data:
| Input | USD |
|---|---|
| Monthly fixed costs | 5,500 |
| Reference monthly price | 690 |
| Variable COGS per account | 340 |
| Contribution margin per account | 350 |
Break-even active accounts: 16.
This covers the listed operating costs before founder salary, taxes, paid acquisition, or regulatory clearance programs.
Open Assumptions¶
| ID | Topic | Owner | Validation path |
|---|---|---|---|
| assumption-001 | Willingness to pay | Product/business | Run priced discovery with at least 10 target clinics and record buyer objections by tier. |
| assumption-002 | Support load | Operations | Track support minutes per active clinic during each pilot month. |
| assumption-003 | Assessment volume | Clinical operations | Measure weekly assessment counts after onboarding and compare against included tier volumes. |
| assumption-004 | Regulatory positioning | Regulatory | Confirm country-specific claims, disclaimers, and pre-clearance selling language with qualified counsel. |
| assumption-005 | Gross margin target | Finance | Replace placeholder COGS with actual cloud, support, onboarding, compliance, and admin costs after the first 5 paid accounts. |
| assumption-006 | Churn | Customer success | Review renewal, inactivity, and cancellation reasons once at least 6 months of paid account data exists. |