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What is at stake?
Why is it important?
Engaging in a pro bono or accessibility approach opens up its products/services to a wider audience.
➡️ It is a differentiating factor for some employees who seek more meaning in their profession and aspire to create social and/or environmental impact through their work.
➡️ It is also a strategic tool that fosters innovation and allows the startup to enter new markets.
➡️ Finally, implementing such an approach represents an opportunity for the startup to demonstrate its skills and embody its values and purpose concretely, thus gaining credibility.
Actions to implement right now
1️⃣ Implement a pricing system based on the financial situation of the target audience
- In BtoB, vary the pricing according to the type of organization (association or company) and/or the size of the organization (number of employees, for example).
- In BtoC, vary the pricing based on the personal situation of the target audience (students, unemployed, RSA beneficiaries, working individuals, etc.).
2️⃣ Provide pro bono access to its products/services (associative structures, disadvantaged targets, etc.).
📚 Further Reading
🔍 Example of a pro bono initiative: Clevy
Clevy develops and markets conversational software for private companies and the public sector.
As part of its societal commitment, the startup has developed the "Clevy For Good" program, which allows non-profit organizations to access certain parts of the Clevy solution for free.
📝 Examples of inclusive pricing
Examples extracted from the "Guide du Marketing Responsable" (Guide to Responsible Marketing) by Flow Marketing, a training platform and community for "engaged marketers."
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- Practice pricing based on the financial situation of your target audience. This is what the company Ticket For Change does by offering 3 levels of contribution.
- Offer pricing alternatives based on the personal situation of the prospect. This is what the company WeDressFair does by offering an adapted rate for people in precarious situations.
- Practice pricing based on the level of need of your target audience. This is what the company AssoConnect does by offering a free offer, then evolving it based on its target audience's objectives.
- Practice pricing based on the number of employees in the company. This is what the company Carbo does very clearly by breaking down its price from 1 to 1000 employees.
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