Pricing Strategy: CPV Model Excellence

For Internal Use: This document helps Eneza team members understand our pricing strategy, competitive positioning, and how to confidently sell our AI-verified WhatsApp Status advertising platform.

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The Core Insight: Verified Views Change Everything

This is the ONLY thing that matters in our pricing strategy.

Eneza delivers AI-verified views with proof of engagement. Every other WhatsApp advertising solution has ZERO verification. Traditional influencer marketing and status advertising operate on trust alone.

This isn't about charging more for the same thing. This is about offering fundamentally different value that competitors literally cannot provide.

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The Pricing Philosophy: Verified Engagement

The Math That Sells Itself

ADVERTISER COST:
E0.30 per verified view (CPV)

VALUE DELIVERED:
- Proof of actual audience reach
- AI-verified screenshot evidence
- Real engagement metrics
- Zero wasted ad spend on fake views

COMPARISON:
Traditional influencer: E500-5,000 per post (unknown actual reach)
Eneza: E0.30 per VERIFIED view (guaranteed reach)

A E300 campaign = 1,000 verified views = 1,000 real people saw your ad

Your job as an Eneza team member: Help advertisers understand they're paying ONLY for verified engagement. That's not a "cost" — that's guaranteed results.

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The Eneza CPV Pricing Model

How Pricing Works

Per Verified View Economics:
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Advertiser Pays:     E0.30/view
  ├─ Sharer Earns:   E0.20/view (67%)
  └─ Platform:       E0.10/view (33%)

Example Campaign (E3,000 budget):
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Verified Views:      10,000 views
Sharer Payouts:      E2,000
Platform Revenue:    E1,000
Cost Per View:       E0.30

Why E0.30 Per View?

Competitive Analysis:

Channel	Cost	Verification	Reach Certainty
Eneza	E0.30/view	AI-verified screenshot	100% verified
Facebook Ads	E0.50-2.00/click	Platform reported	Estimated
Radio Ads	E200-500/slot	None	Unknown
Billboard	E5,000+/month	None	Estimated traffic
Influencer Post	E500-5,000/post	None	Claimed followers

Key Message: "E0.30 per verified view is the ONLY advertising spend where you know exactly who saw your ad."

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Pricing Tiers for Advertisers

Self-Service (SMB Advertisers)

Target: Small businesses, local shops, individual entrepreneurs

Minimum Campaign: E100 (333 verified views) Typical Campaign: E500-2,000 Features:

• Self-serve dashboard
• Standard targeting (location, age)
• 24-48 hour campaign approval
• Basic analytics
• Chat support

CPV: E0.30 (standard)

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Managed Service (Mid-Market)

Target: Growing businesses, franchises, regional brands

Minimum Campaign: E2,000 Typical Campaign: E5,000-20,000/month Features:

• Account manager assigned
• Custom targeting segments
• Priority campaign approval (same day)
• Advanced analytics dashboard
• Weekly performance reports
• Phone support

CPV: E0.28-0.30 (volume-based)

Volume Discounts:

• E5,000+ campaigns: E0.29/view
• E10,000+ campaigns: E0.28/view

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Enterprise (Large Advertisers)

Target: National brands, FMCG, telecom, banking

Minimum Commitment: E20,000/month Typical Campaign: E50,000-200,000/month Features:

• Dedicated account manager
• Custom AI targeting
• Instant campaign approval
• Real-time analytics API
• Custom reporting
• Exclusive sharer networks
• SLA guarantees

CPV: E0.25-0.28 (negotiated)

Volume Discounts:

• E50,000+ monthly: E0.27/view
• E100,000+ monthly: E0.25/view

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Sharer Economics

How Sharers Earn

Per Verified View Earnings:
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Base Rate:           E0.20/verified view

Monthly Earning Potential:
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Casual (5 shares/day):    E150-300/month
Active (15 shares/day):   E450-900/month
Power (30+ shares/day):   E900-1,800/month

Referral Bonus:
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Per successful referral:  E5
Referee first payout:     E5 bonus

Payout Structure

Minimum Withdrawal: E10 Maximum Daily: E500 Processing Time: <30 seconds Payout Fees: E0 (free for sharers)

Payout Methods:

• MTN Mobile Money
• Eswatini Mobile
• Bank transfer (E100+ only)

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Sales Training: How to Sell CPV Advertising

The 3-Step Pricing Conversation

Step 1: Anchor on Verification, Not Price

Wrong Approach:

"Our pricing is E0.30 per view"

Right Approach:

"Let me show you what makes Eneza different. Every view you pay for is verified by AI. We have proof that a real person saw your ad on their WhatsApp Status. Show me any other advertising channel that can prove someone actually saw your ad. You can't find one."

Step 2: Compare Total Cost vs Uncertain Reach

Show this calculation in EVERY sales conversation:

Traditional Advertising ROI (Unknown):
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Radio Ad: E500/slot
Actual viewers: Unknown (estimated 5,000?)
Cost per potential view: E0.10 (maybe?)
Verified views: 0

Eneza Advertising ROI (Guaranteed):
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Campaign: E500
Verified views: 1,667
Cost per verified view: E0.30
Proof of reach: 100%

Question: Which E500 spend gives you certainty?

Step 3: Show the WhatsApp Advantage

Context for Prospect:

"WhatsApp is where Eswatini lives. 1.3 million users. 90%+ of smartphone owners check WhatsApp Status daily. When someone sees your ad on WhatsApp Status, they're in their most personal, trusted space. This isn't a banner ad they scroll past. This is content their friend or family member shared. The engagement quality is incomparable."

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Pricing Psychology Toolkit

1. Cost Per Result Framing

Frame 1: Customer Acquisition

If 1% of viewers become customers:
1,000 verified views × 1% = 10 customers
Campaign cost: E300
Cost per customer: E30

Compare to:
- Facebook Lead Ad: E50-100/lead
- Google Search Ad: E80-150/click
- Sales Call: E200+/meeting

Frame 2: Brand Awareness

1,000 verified views = 1,000 people who saw your brand

Traditional billboard: E5,000/month (unknown viewers)
Eneza equivalent: E300 (1,000 verified views)

Same reach, 94% cheaper, 100% verified

2. Risk Reversal

Campaign Guarantee:

"Run a E500 test campaign. If you don't see value in verified views, we'll credit your next campaign 50%."

Why This Works:

• Removes risk for first-time advertisers
• We're confident they'll see value
• Creates loyalty after first successful campaign

3. Volume Commitment Value

Monthly Commitment Incentives:

Monthly Spend	CPV Rate	Discount	Annual Savings
E2,000	E0.30	0%	-
E5,000	E0.29	3%	E1,800
E10,000	E0.28	7%	E8,400
E25,000	E0.27	10%	E30,000
E50,000+	E0.25	17%	E100,000+

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Handling Pricing Objections

Objection 1: "E0.30 per view is expensive"

Response:

"I understand. Let's compare what E300 buys you elsewhere:

• Radio: 1 ad slot (unknown listeners)
• Newspaper: 1 small ad (unknown readers)
• Influencer: Maybe 1 post (followers ≠ viewers)
• Eneza: 1,000 VERIFIED views (with proof)

E0.30 isn't expensive when it's the only guaranteed advertising spend. Everything else is a guess."

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Objection 2: "Facebook ads are cheaper"

Response:

"Facebook charges per impression or click, but:

• Impressions ≠ views (ad loaded doesn't mean seen)
• Clicks can be bots or accidental
• No way to verify someone actually engaged

Eneza charges per VERIFIED view:

• AI confirms the ad was displayed
• Screenshot proves engagement
• Real person, real device, real view

Which is actually cheaper: E0.50 for an impression that might be fake, or E0.30 for a view you KNOW is real?"

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Objection 3: "I can pay influencers directly"

Response:

"You can. But consider:

• Influencer: E1,000 for a post

• Claimed reach: 10,000 followers

• Actual viewers: Unknown (maybe 500-2,000?)

• Cost per actual view: E0.50-2.00 (unknown)

• Eneza: E1,000 campaign

• Verified views: 3,333 (guaranteed)

• Cost per view: E0.30 (exact)

Plus, with Eneza you get 50+ sharers, not 1 influencer. More diverse reach, same budget, verified results."

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Objection 4: "Can you lower the price?"

Response:

"Our standard rate is E0.30/view. Here's what I can offer:

Option 1: Volume Commitment Commit to E5,000/month = E0.29/view (save E167/month)

Option 2: Prepaid Credits Buy E10,000 upfront = E0.28/view (save E667)

Option 3: Partnership Become a case study = 10% discount on first campaign

We don't discount randomly because E0.20 goes to sharers. Discounting hurts the people earning from your ads. But we reward commitment."

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Revenue Projections with CPV Pricing

Year 1: E750K Monthly GMV Target

At E0.30 CPV:

• GMV: E750,000/month
• Verified Views: 2.5 million/month
• Sharer Payouts: E500,000/month (E0.20 × 2.5M)
• Platform Revenue: E250,000/month (E0.10 × 2.5M)

Advertiser Mix (Target):

• Enterprise (E50K+ monthly): 10 advertisers × E60K avg = E600K
• Mid-Market (E5-50K monthly): 40 advertisers × E3K avg = E120K
• SMB (E100-5K monthly): 150 advertisers × E200 avg = E30K
• Total GMV: E750K/month

Year 3: E7.5M Monthly GMV Target

At E0.28 average CPV (volume discounts):

• GMV: E7,500,000/month
• Verified Views: 25 million/month
• Sharer Payouts: E5,000,000/month
• Platform Revenue: E2,500,000/month

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Pricing Decision Framework

When to Negotiate Price

Scenario	Can Negotiate?	Approach
First-time SMB advertiser	No	Standard E0.30, offer trial credit
Mid-market testing platform	Yes	E0.29 for E5K+ commitment
Enterprise annual deal	Yes	E0.25-0.27 for volume
Non-profit/charity	Yes	20% discount (selective)
Competitor switch	Maybe	Match + 30-day guarantee

When NOT to Negotiate

• First deal with any advertiser (sets precedent)
• Without volume commitment (no discount for nothing)
• Below E0.25/view (unsustainable margins)
• If advertiser is price-shopping multiple vendors

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Implementation Checklist for Sales Team

Before Your Next Sales Call:

• [ ] Know the CPV value: E0.30 = verified view with AI proof
• [ ] Have comparison ready: Traditional media costs vs verified views
• [ ] Prepare ROI calculator: Views × conversion rate = customers
• [ ] Understand volume tiers: E0.30 → E0.25 based on spend
• [ ] Practice objection responses: "Expensive," "Facebook cheaper," etc.

During the Sales Call:

• [ ] Lead with verification, not price: Show AI screenshot proof first
• [ ] Demo the dashboard: Real-time verified view tracking
• [ ] Calculate their ROI: If 1% convert, cost per customer = X
• [ ] Show social proof: Case studies, testimonials
• [ ] Create commitment: "What budget would you test with?"

After the Sales Call:

• [ ] Send ROI calculation: Custom spreadsheet for their business
• [ ] Send case study: Business similar to theirs
• [ ] Follow up with offer: "Lock in E0.29/view with E5K commitment"
• [ ] Set next step: Demo, trial campaign, or contract

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The Ultimate Pricing Truth

Eneza doesn't sell impressions. We sell VERIFIED engagement.

E0.30 per view is not a price. It's a guarantee.

Every view is:

• AI-verified with screenshot proof
• From a real person on WhatsApp
• In their most trusted digital space
• Measurable and accountable

No other advertising channel can make this promise.

That's why E0.30 is worth every thebe.

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Last Updated: November 27, 2025 Next Review: Monthly (adjust based on market feedback)