# Case: redesign Klasna Club for 2027/28 > Every Club member's AI usage in one month. Find who costs more than they pay, size a fair-use limit, weigh the annual plan and write the Club's 2027/28 offer. - Course: [Pricing: Set, Package and Raise Your Prices](https://productovi.com/courses/pricing.md) - Module: What exactly are we selling? - Lesson 16/32, ~41 min - Source: https://productovi.com/courses/pricing/club-redesign-case ## Unlimited, in numbers **Alex Tutor:** At Klasna, this module gave you a value metric, tiers with fences, and the true cost of «free». Now the Club's 2027/28 offer, from real usage. **Nazar:** Lite, Club and Plus are drafted. Two questions are still open: do we limit the AI partner, and do we keep the annual plan at 4,320? Hanna exported November for all 880 members. **Dataset (CSV):** [Klasna Club usage, November 2026](https://productovi.com/datasets/pricing/club-redesign-case/klasna-club-usage-nov-2026.csv) Every Club member in November 2026: plan, minutes with the AI practice partner and speaking clubs attended. The AI partner costs 0.80 UAH a minute (billed in USD at 44.8). Monthly plan 450, annual plan 4,320 a year (360 a month); hosts 55 per member-month; payment fee 2.5%. - `member_id`: Member id - `plan`: monthly or annual - `ai_minutes`: Minutes with the AI practice partner in November - `speaking_clubs`: Speaking clubs attended in November **Hanna:** 44,000 minutes in total, 50 per member, 40 UAH on average. Exactly what's in the budget. **Alex Tutor:** Before sorting anything: is Hanna's average enough? > **Exercise:** Hanna: “44,000 minutes in November, 50 per member, 40 UAH of AI on average. Exactly what's in the budget.” Why isn't that enough to judge unlimited AI? **Alex Tutor:** Then look past the average. Sort members by minutes. Half use 16 or fewer, and nine in ten use 81 or fewer. Now take the heaviest tenth, 88 people. > **Exercise:** What share of all AI minutes in November did the 88 heaviest users account for? In %, to two decimals. ## Who costs more than they pay **Alex Tutor:** Now contribution per member: the monthly price, or 360 for annual members, × 0.975, minus 55 for hosts, minus 0.80 a minute. **Sofia:** For a monthly member that turns negative above 479.69 minutes, and for an annual one above 370. **Leo:** A handful of enthusiasts. That's a success story, not a problem. **Hanna:** It's both. They love the partner, and each of them costs us money every month. > **Exercise:** How many members had a **negative** contribution in November? ## A limit nobody typical notices **Alex Tutor:** A **fair-use limit** has to sit well above what typical members do. Nine in ten use 81 minutes or fewer, so try 300 minutes a month included, about five hours. **Nazar:** And above 300? Cutting people off mid-practice feels harsh. **Alex Tutor:** Offer a top-up: 200 more minutes for 190. That covers its cost with a little to spare, 25.25 after fee and AI, so heavy users pay for what they use instead of being blocked. > **Exercise:** If every member's AI use were capped at 300 minutes, how much AI cost would Klasna save in a month like November? In UAH, to two decimals. **Alex Tutor:** Check the top-up price against its cost. > **Exercise:** Above the 300-minute limit, a member can buy a top-up of **200 more minutes for 190 UAH**. With the 2.5% payment fee and AI at 0.80 UAH a minute, what contribution does one fully used top-up leave? In UAH, to two decimals. ## Monthly or annual **Nazar:** Now the annual plan. 360 a month against 450. Hanna says it's a 20% giveaway. **Hanna:** Per month, yes. But the Club is only a few months old, and from the cancellations so far Hanna estimates that a monthly member stays about seven months, while an annual one pays for twelve up front. **Alex Tutor:** Start with the monthly member's whole stay. > **Exercise:** Monthly Club members leave 349.33 UAH of contribution a month on average and, by Hanna's estimate, stay about **7 months**. What does one monthly member leave over their whole stay? In UAH, to two decimals. **Alex Tutor:** Compare per member, not per month. Monthly members average 349.33 a month, so seven months is 2,445.31. Annual members average only 212.46 a month: twelve months is 2,549.52. **Sofia:** Why so low for annual members? **Alex Tutor:** They practise more: 104.43 minutes on average against 43.02. A prepaid year of unlimited AI attracts the keenest users. With the 300 limit, annual rises to 251.91 a month, or 3,022.92 a year, against 2,493.75 for monthly. > **Exercise:** The annual plan costs 4,320 a year (360 a month) against 450 on the monthly plan. In November, monthly members left 349.33 a month of contribution on average and stay about 7 months (2,445.31 in all); annual members practise more AI (104.43 minutes a month against 43.02) and left 212.46 a month, or 2,549.52 over their prepaid year. With a 300-minute AI limit, it would be 3,022.92 a year against 2,493.75. What does the November data say about the annual plan? ## Saying it honestly **Leo:** Whatever we do, don't make it sound like we're taking something away. **Alex Tutor:** We are taking something away from 31 people, so say it plainly. The limit goes on the price page before anyone pays, applies from September 2027, and annual members keep their current terms until renewal. **Hanna:** And we tell current members when we announce the 2027/28 price list in June, not in a footnote in August. **Sofia:** Then the price-page line has to explain the limit, the top-up and what happens at 300. **Alex Tutor:** First, one rule about who the limit applies to. > **Exercise:** **True or false:** once the 300-minute limit is on the price page, it can apply from September 2027 to every member, including annual members whose prepaid year runs past that date. > **Exercise:** Write the fair-use line for the Club's price page (2–3 sentences): what's included, what happens at the limit, how to get more, and from when it applies. The decisions: up to 300 AI minutes a month included in the Club and Club Plus; above that, a top-up of 200 more minutes for 190 UAH, or wait for next month's minutes; it applies from September 2027 to new purchases and renewals, and annual members keep their current terms until renewal. **Nazar:** Now the full proposal for Hanna and me. We take it to Leo next week. **Alex Tutor:** Decision first: the line-up and prices, the limit, the annual plan, how you tell members. Then the numbers that carry each choice. **Sofia:** And say what we still don't know, like how many heavy users will buy top-ups. > **Exercise:** Write the Club's 2027/28 offer for Nazar and Hanna: plans and prices, the AI fair-use limit, the annual plan and how members are told. > **Key ideas** > > - An average can hide a cost per use problem: 40 UAH of AI per member on average, yet the heaviest tenth used 64.62% of minutes and 24 members cost more than they paid. > - A **fair-use limit** sits well above typical use (300 minutes against a median of 16), affects few people (3.52%), comes with a fair way to get more, and is stated before payment. > - Compare plans per member, not per month: a year on the annual plan beats seven months on the monthly plan, more so once heavy use is limited. > - Each tier needs a real fence and must earn its place. > - Change terms in the open: on the price page, announced in advance, prepaid plans honoured until renewal. **Alex Tutor:** You now know what Klasna sells and why. Next module: how to show those prices honestly. - Previous lesson: [Free, trial or guarantee: what each costs](https://productovi.com/courses/pricing/free-trial-or-guarantee.md) - Next lesson: [How buyers read a price](https://productovi.com/courses/pricing/how-buyers-read-a-price.md) --- Productovi Learning. Free, no sign-up needed to read.