Four Audiences, One Per Tier

What this means for you

TekTree’s pricing document does not name one ideal customer. It names four, in a deliberate order, and matches each one to a tier. Copy aimed at the wrong audience reads as if the company has not decided who it is for. The order is set so write to it.

The pitch

Free is for the individual learner and the student. Pro is for the active contributor who has outgrown a private notebook. Team is for the small startup or working group of up to ten people. Enterprise is for the institution with a procurement process. Each tier has named upgrade triggers; do not invent new ones in copy.

Who it’s for

Anyone briefing a landing page, an email campaign, or a paid ad and choosing which audience to lead with.

Proof points

• Four target audiences are named explicitly in the pricing brief: individual learners and students (Free), active contributors and serious learners (Pro), small teams and startups up to ten members (Team), large organisations and educational institutions (Enterprise)
• Free-to-Pro upgrade triggers are written down and concrete: hitting eight of ten allowed areas, attempting real-time collaboration, completing a weekly contribution streak
• Pro-to-Team triggers name a behaviour: a Pro user inviting three or more collaborators, or a company-domain email signing up
• Trial offer is sized for the audience: fourteen days of Pro features, no credit card required upfront

quadrantChart
  title TekTree audiences, by spend and seat count
  x-axis "One seat" --> "Many seats"
  y-axis "Free" --> "Paid"
  quadrant-1 "Pro: contributors and serious learners"
  quadrant-2 "Team: startups up to ten people"
  quadrant-3 "Free: individual learners and students"
  quadrant-4 "Enterprise: institutions with procurement"
  "Individual learner": [0.15, 0.1]
  "Active contributor": [0.25, 0.6]
  "Small startup team": [0.7, 0.65]
  "Educational institution": [0.9, 0.95]