Avaz AAC: A Voice for Those Who Need One

Avaz AAC is a communication app designed for children with complex communication needs—especially those who are nonspeaking or minimally verbal due to conditions such as autism, cerebral palsy, Down syndrome, or intellectual disability. The app empowers children to express themselves using visual vocabulary and text-to-speech, enabling them to participate in everyday conversations, build relationships, and develop language.

In a context where verbal communication is often taken for granted, Avaz offers something transformative: autonomous expression, tailored to the child's pace and needs. It bridges the gap between intent and understanding, both for the communicator and their family.

Monetization litmus test

Retention in Avaz

Retention for Avaz AAC currently sits in an ambiguous and concerning zone—revealing both structural challenges and behavioral signals that complicate sustainable monetization.

1. Flat but Extremely Low Retention Curve

While Avaz's weekly retention curve flattens around Week 10, the absolute numbers are very low:

• Out of 153 users analyzed, only ~15 users (≈10%) are still active beyond Week 10.
• This suggests that habitual use is difficult to establish, and the product is not yet demonstrating strong user-product fit in its current onboarding and activation journey.

2. High Lifetime Purchase, Low Lifetime Usage

From a monetization perspective, the numbers look promising at first glance:

• 546 out of 1478 users (37%) opted for a lifetime subscription, indicating a willingness to commit upfront.
• However, qualitative and quantitative usage data shows very low engagement post-purchase—suggesting these decisions were motivated by fear, urgency, or discounts, rather than actual product conviction or need-based adoption.

This leads to a key insight: monetary commitment is not translating to active usage or loyalty.

3. Poor Monthly-to-Lifetime Conversion

Out of 702 monthly subscribers, only 51 users (~6.6%) transitioned to a lifetime plan:

• This indicates that monthly usage is not resulting in value realization compelling enough to trigger long-term commitment.

Summary: Retention as an inconclusive indicator for Monetization

While retention is traditionally a strong proxy for product-market fit and monetization readiness, in the case of Avaz AAC, current retention data lacks the depth and consistency required to serve as a reliable litmus test for monetization potential.

• The curve does flatten by Week 10, but it does so at a statistically weak volume (only ~10% retained), making it vulnerable to noise, outliers, and untracked contextual variables (e.g., usage during therapy, offline use, or one-parent dependency).
• The disconnect between purchase and engagement—especially in high-commitment lifetime buyers—suggests that monetary transactions are driven more by emotional urgency or promotional triggers than by confirmed value realization or sustained habit formation.
• Furthermore, the low monthly-to-lifetime conversion rate weakens the case that the product is compounding value over time.

Taken together, these patterns imply that current retention metrics are not a reflection of product potential, but of gaps in activation, onboarding, and success path clarity.

Hence, retention should not be viewed as a definitive barrier or green light for monetization. Rather, it must be seen as a design opportunity—a signal that deeper structural support and more emotionally aligned product hooks are needed before retention can be reliably evaluated as a business success metric.

Depth of Engagement

While overall retention across Avaz’s user base remains a challenge, the users who are active show meaningful and sustained engagement—especially when analyzed by subscription type. Many users drop off early or engage sporadically, but within the smaller group that continues using the app, we see notable depth in both frequency and communicative activity. To understand true adoption, it's essential to move beyond simple presence and examine how consistently the app is used, and how broadly its features are explored.

Lifetime Subscription Usage: What Happens After Purchase?

This graph tracks how many lifetime subscribers actually used the app over time after purchasing. While it eventually reaches 100%, the curve reveals important insights about when and how deeply users engage—especially in the critical early months post-purchase.

While this graph shows that 100% of lifetime users eventually opened the app, only 12.2% used it at the point of purchase, and it took over 8 months for even 50% to engage. Even at this point there is no clear sign of deep engagement and includes people who might have just returned to the app. This slow, back-loaded activation curve suggests:

• Many users purchase without clear intent or readiness to use—likely due to fear, urgency, or discounts.
• The lack of immediate or consistent usage indicates shallow engagement, even among our highest-commitment buyers.
• Lifetime revenue may be high upfront, but actual impact and usage depth are weak unless paired with structured onboarding and support.

This further reinforces that depth cannot be assumed from transaction data alone—and that monetization must be tied to meaningful engagement, not just purchase numbers.

How does Depth of Engagement look for Avaz

As identified in the previous section, Depth of Engagement for Avaz is best understood through two key dimensions:

1. Frequency of Use

• App sessions per week (daily = Power; 2–3x = Core)
• Duration of sessions
• Weekly consistency over time

Given that communication is a skill built through repetition and modeling, frequent use of Avaz is essential for both learning and adoption. The more regularly the app is used, the more opportunities the child has to observe, attempt, and internalize communication—making consistency a core driver of AAC success.

2. Breadth of Use

• Variety of vocabulary tapped (categories explored, word diversity)
• Personalization features (custom words, folders)
• Use of advanced tools (keyboard, low-tech PDF creator)
• Tailored settings (voice, grid, font size)

Given that Avaz requires a learning curve and habit formation to be effective, consistent usage over time is critical. Equally important is the extent of personalization and customization, which not only enhances accessibility for the child but also strengthens the emotional and functional connection between the user and the app.

Together, these parameters reflect how deeply the app is embedded in daily communication routines.

Frequency of Use

Last 6 month Mixpanel analysis shows concentration of engagement among a small user subset.

Key Observations :

• Out of ~7,500 total paid users, 1,086 users have been active in the last 6 months, showing communication activity.
• Among these active paid users:
  • Annual subscribers show the highest depth of engagement, averaging 1,177 communication events per user per week
  • Lifetime subscribers average ~873 events per user per week
  • Monthly subscribers average ~626 events per user per week
• In comparison, among 21,041 free trial users, only 578 users have shown activity in the last 6 months.
  • These active free trial users average just ~133 communication events per user per week
• Users acquired via promotional codes average only ~448 events, and churned promo users fall further below, averaging under 300 events

What This Tells Us

• There is a small but highly active base that uses Avaz intensively—particularly those who have committed to longer-term plans (Annual & Lifetime).
• These users are not just returning—they are tapping hundreds of words weekly, signaling genuine communicative integration and high frequency of use.
• However, they represent only ~14% of the total paid user base (~1,086 out of 7,500), meaning that while depth exists, it is highly concentrated.

Breadth of Use

Positive Signals of Breadth

1. High engagement with system-level personalization:
2. • Settings Changed (3,934) is the most performed event — showing that many users are customizing the app interface (e.g., grid size, voice, font size).
3. Core AAC usage is present:

• Tapped Category (3,381) and Tapped Word (3,271) confirm that users are interacting with content in the communication interface.
• App Session (3,359) shows frequent entry points into the app, in line with the strong frequency data seen earlier.

3. Transition to advanced modes:

• Switched to Keyboard and Keyboard Screen Shown both register ~2,755 events — indicating a subset of users are exploring higher-complexity communication formats (beyond picture mode).

Areas of Shallow or Cautious Exploration

1. Limited use of customization and vocabulary expansion features:
2. • Tapped Add New (2,142), Added Item (2,086), Tapped Add New Category (1,569) — show that while some customization is happening, these numbers are relatively low compared to base navigation and session events.
   • This suggests that many users may still be relying on the default vocabulary and haven’t fully embraced tailoring the app to their child’s needs.
3. Low interaction with visual and media enrichment tools:
4. • Events like Tapped Gallery, Selected Image, and Searched Web Image fall below 1,400 — a sign that tools which make AAC more visually rich are underutilized.
5. Low interaction with alerts, audio recording, and low-tech supports:
6. • Tapped Alert, Record Audio Tapped, and Tapped Tools remain at the bottom — showing limited uptake of features that support caregiver prompting, offline use, or content augmentation.

Overview of Patterns so far wrt frequency and breadth across paid and free trial users :

Insight Summary

• Paid Users show strong depth of use—especially among annual and lifetime subscribers—with high event frequency, frequent app sessions, and steady interaction with core AAC functions.
• Breadth of feature use, however, is functional but limited. Many paid users stick to default content without fully customizing or expanding the app’s vocabulary and tools.
• Free Trial Users display surface-level exploration. They engage heavily with settings and session starts but rarely cross into meaningful personalization, vocabulary addition, or advanced AAC features—suggesting hesitation, overwhelm, or lack of clear value communication during trial.

Is Engagement Deep Enough

According to the litmus test framework for monetization readiness, a product is considered primed for monetization only when Core + Power users account for more than 50% of the active user base. This threshold signals that a meaningful proportion of users are not just trying the product but are consistently extracting value from it.

In Avaz’s case,

• Out of ~7,500 paid users, only 1,086 users have been active in the last 6 months (≈14.5% of total).
• Within those, based on weekly frequency patterns:
  • ~230 users (≈3% of total base) show Power user behavior (800–1,100+ communication events/week).
  • ~350–400 users could be classified as Core users, using the app ~3–5 days/week with moderate vocabulary interaction.
• This brings the estimated Core + Power segment to ~580–630 users, or just 8–9% of the total user base, and ~54–58% of the active user base.

This means that depth of engagement is not yet widespread or consistent enough to serve as a confident green light for monetization.

Instead, what the data strongly suggests is this:

Avaz has demonstrated clear pockets of product value, but these are not being accessed by most users due to barriers in activation, onboarding, and habit formation.

Before scaling monetization further, the product needs to invest in:

• Expanding the percentage of users who reach Core usage
• Improving the breadth of feature exploration
• Reducing drop-offs between trial and personalization

Actionable focus areas

• The steep engagement gap between free and paid users, reinforces the importance of onboarding, value realization, and support in the transition from trial to commitment.
• Users who cross the early friction points develop intense usage patterns. But a vast majority do not reach that point—highlighting the need for better activation, handholding, and habit support early in the journey.
• The number of inactive lifetime purchased users suggests that many users purchase Avaz without a clear intent or readiness to use it—often influenced by urgency, discounts, or fear of missing out. Without structured onboarding and reinforcement, these purchases fail to translate into meaningful engagement.
• While trial users are clearly curious—reflected in their frequent session starts and basic interactions—they often do not cross the threshold into deeper setup or ownership of the app. This suggests a lack of guidance or scaffolding in the trial flow

Willingness to Pay

Avaz Vs User's needs

Based on the ICP (Ideal Customer Profile) comparison, the most beneficial ICPs for monetisation of Avaz AAC—specifically in terms of willingness to pay, urgency, and budget elasticity—are:

ICP 1: Self Starters (Power Users)

• Why they're valuable:
• • High urgency and motivation – They understand the value of communication and are emotionally and intellectually invested.
  • High budget elasticity – Willing to invest significantly (including awareness of higher-cost alternatives).
  • Low churn risk – Actively participate in daily intervention and engage with a wide range of app features.
• Monetisation Advantage:
• • Their clear need for customization, independence in implementation, and long-term view (lifelong aid) aligns perfectly with a premium, value-based pricing strategy.
  • Can be offered value-added plans (e.g., onboarding services, custom visuals) that justify higher price points.

ICP 4: Resilient Re-trier (Potential Core User)

• Why they're valuable:
• • Very high urgency – Often driven by a fear of missing developmental milestones and looking for a second breakthrough after trying other options.
  • Medium budget elasticity – Willing to try again and pay for something that works.
  • Potential for engagement – Although they show initial hesitation, they are determined once the system starts to show progress.
• Monetisation Advantage:
• • This segment may respond well to “try again with support” models, bundles with access to therapists, or milestone-based upgrades.
  • Ideal for mid-tier pricing with high onboarding handholding.

ICP 2: Professional Collaborators (Core Users)

• Why they're valuable:
• • Moderate frequency of use, but consistent—often tied to therapy sessions.
  • Medium budget elasticity – Especially when the therapist advocates for usage.
  • High influence by professionals – Retention increases if therapists are Avaz advocates.
• Monetisation Advantage:
• • Ideal for B2B2C models, where the purchase is either influenced by or bundled with therapist recommendations.
  • Could be suitable for recurring subscriptions tied to therapy cycles.

Focusing monetisation strategies on ICP 1 (Self Starters), ICP 4 (Resilient Re-triers) and ICP 2 (Professional Collaborators) allows Avaz to:

• Capture a mix of high-intent, emotionally invested buyers (ICP 1)
• Support those ready to re-invest if the system is promising (ICP 4)
• Leverage the credibility and consistency of therapy-driven users (ICP 2)

Willingness to Pay for our selected ICPs

Ways to Test the Hypothesis (Willingness to Pay)

Offer value-linked upsells

• Add-ons like “+1 free therapy session,” “custom setup by an expert,” or “1:1 onboarding” to see if ICPs respond better to value-anchored pricing

Track free-to-paid conversion by ICP

• Tag users by ICP during onboarding or manual segmentation and compare:
• • Trial to paid conversion rate
  • Monthly to lifetime upgrade rates
  • Churn and refund patterns

Introduce limited-time pilot bundles

• E.g., “Core User Starter Pack” with pre-customized folders and support — priced affordably
• Observe which ICPs buy, and which ones ask for more

Watch for discount dependency

• For ICPs converting only during promotions, test value-based nudges with no discount to understand their true payment drivers

Signals to Track in Hypothesis Validation

Avaz Pricing (India)

Discount & Promotional Seasons

Avaz regularly runs 50% off Lifetime promotions during special awareness months:

• Autism Acceptance Month (April) – Scaled back from ₹11,999 to ₹5,999 in India
• AAC Awareness Month (October) – Similar 50% Lifetime discounts

Note: These discounts primarily apply to Lifetime purchases—monthly/annual plans and add‑ons (e.g., language packs) remain full price.

Free to Paid conversions

Experiment 1 : Milestone-Triggered Monetization Model

Principle: Avaz gives every child a voice for free.
But when the child is ready to do more—customize, organize, personalize—we invite the parent to invest in making the app truly their own.

How It Works

Instead of offering all features upfront (and risking overwhelm), lock select value-added features behind specific communication milestones. These act as:

1. Signals of readiness
2. Moments of value realization
3. Natural monetization prompts

Example : Milestone-to-Feature Mapping

Highlights

• Frictionless at first: No cost to start. No emotional guilt around “paying for communication.”
• Rooted in progress: Monetization doesn’t block use—it enhances next-level readiness.
• Emotionally aligned: Milestone unlocks feel like reward, not restriction.
• ICP-fit: Self-Starters & Re-triers especially value personalized progress; they’ll pay for it when they believe it’s “worth it now.”

Execution Ideas

• In-app message: “Your child is progressing! Unlock customization to make Avaz feel like home.”
• Visual progress tracker: Grays out upcoming features with “Unlock at Milestone 2”
• Bundled offer: “Parent Tools Pack” – unlocks : custom folders, word edits, low-tech export

Best Suited For: ICP 1 – Self-Starter Moms

Why:

• They like progressing at their own pace and typically explore independently.
• A milestone-based unlock reinforces their natural motivation cycle without pushing.
• Since they avoid high upfront costs and are value-sensitive, milestone-linked investments feel earned, not forced.

Experiment 2 : Tiered Pricing Strategy: Reducing Overwhelm Through Progressive Disclosure

Principle: Avaz is a feature-rich tool—but not every parent needs every tool on day one. To reduce overwhelm and support effective learning, we offer a tiered access model that introduces features gradually, in manageable sets.

How It Works

Rather than flooding users with the full suite of AAC features upfront, we segment functionality into three tiers—Free, Standard, and Premium—each designed to match a parent’s evolving comfort with AAC technology:

• Free: Offers the foundational features needed to get started with modeling and basic communication—simple, intuitive, and non-intimidating.
• Standard: Introduces helpful enhancements like web image search, grammar tools, and cloud backup—ideal for users ready to personalize and streamline communication.
• Premium: Unlocks high-impact features like GIFs, expressive tones, and YouTube videos—powerful tools that deepen expression once users are confident with the basics.

This model ensures that:

• Parents can focus on a core set of tools without feeling lost.
• Progressive upgrades feel natural, as users seek out more functionality when they’re ready.
• Parents are ready for effort commitment when they choose a feature in the next tier and hence, the payment and commitment start complementing each other more naturally.

Example : Features per Tier

Highlights of this strategy

1. Reduces Cognitive Overwhelm
2. • AAC apps are inherently complex, and new users—especially parents unfamiliar with AAC—can feel intimidated.
   • Segmenting features across tiers creates a scaffolded learning experience, letting parents start small and focus on foundational interactions (e.g., tapping, keyboard use) without the pressure of advanced tools upfront.
3. Progressive Value Realisation
4. • By aligning each tier with stages of AAC adoption, you're not just selling features—you’re creating goal-oriented growth pathways.
   • When a parent starts customizing or exploring grammar support, they’ve already experienced success with basics. This makes their upgrade decision rooted in success and confidence, not confusion or fear.
5. Effort-Commitment Loop
6. • Tiered access turns progress into motivation: “I’ve learned this—I’m ready for more.”
   • The moment they pay, they enter a mindset of ownership and responsibility (“I’ve invested in this”), which often increases stickiness and deeper usage.
7. Built-In Pull Toward Meaningful Milestones
8. • Each higher tier naturally nudges the parent toward more impactful features—not just to explore the app, but to strengthen their child’s voice journey.
   • For instance, a parent may seek GIF search or YouTube embedding only after realizing their child loves visual feedback—at that moment, the value of Premium feels intuitive and justifiable.
9. Disguised Onboarding, Not Gated Access
10. • This isn’t about withholding functionality—it’s about staging the right features at the right time so parents aren’t forced to confront tools they’re not ready for.
    • It respects both the emotional and functional timeline of the AAC learning curve.

Execution Ideas

• Tiered Onboarding Path
• • Design a simple roadmap or visual journey that shows parents what’s available in each tier, with soft nudges: “Up next: Customize your child’s words with the Standard plan."
• Bundle Communication
• • Create benefit-oriented upgrade bundles: e.g., “Personalize Pack” for Standard, “Express Yourself Pack” for Premium—group features by benefit rather than complexity.
• Non-Disruptive Pricing Visibility
• • Ensure feature info panels include upgrade prompts without causing disruption (e.g., “Learn how GIFs can make your child’s voice more expressive – available in Premium.”)
• Timed Offers / Seasonal Trials
• • Provide brief upgrade trials during key onboarding windows (e.g., after 2 weeks of consistent usage) to let users experience value first-hand.

Best Suited For: ICP 4 – Overwhelmed but Willing
Why:

• They’re emotionally committed but highly prone to confusion, drop-off, or avoidance.
• Tiering helps scaffold their onboarding journey, reducing cognitive overload and decision fatigue.
• Upgrading as they gain confidence makes this feel like guided progress, not gated access.

Experiment 3 : Together Forward : Peer-Based Group Upgrade Plan

Principle : "You’re not alone. Empower your child’s voice alongside other families—at a lower cost.”
This isn't a referral gimmick, it’s a shared growth model. Families can opt-in together, buy together, and journey together.

Example of peer-based group model

Highlights

• Lowers Decision Paralysis
  AAC apps are complex, intimidating, and easy to abandon. A shared decision builds confidence.
• Nudges Community Identity
  Instead of building community as an afterthought, it starts with shared commitment.
• Built-In Accountability Loop
  When two or more parents commit together, app usage is likely to stay higher due to social nudges.
• Passive Referral Without Pressure
  Unlike refer-and-earn schemes, this model removes friction. The benefit is baked into the act of onboarding together.

Execution Ideas

1. Prompt at End of Trial

“Enjoying Avaz? Make the journey easier—get a discounted plan when you sign up with another parent.”

2. Companion Sign-up Flow

• “Know someone who’s just starting with AAC?”
• “Invite your therapy group members”
• “Parents in your class/group also exploring speech tools?”

3. Onboarding Nudge

• “Families who subscribe with a friend are 2x more likely to stick to AAC.”
• Social proof with message like: "Maya and Ritu from Mumbai just unlocked a Duo Plan together!"

4. Emotional Framing

• Use campaign lines like:
• • “Braver together”
  • “Parenting is hard. AAC doesn’t have to be lonely.”
  • “Let’s figure this out—together.”

Best Suited For: ICP 2 – Professional Collaborators (Therapy-aligned parents)
Why:

• These parents are already part of therapy ecosystems—either guided by professionals or in peer networks (WhatsApp groups, center-based sessions).
• They trust professional/community validation, so joining as a group reinforces that trust.
• Cost relief + shared emotional load = high relevance. They’re more likely to say “let’s do this together.”

Cross-selling and Up-selling

Cross-Sell Opportunity 1: AAC Monthly Assessments with Goal Review

Principle:

Parents often don’t know what kind of impact to expect from AAC, or how to assess the true progress their child has made wrt their developmental journey especially. These assessments give parents clarity on the impact of the app in the child's progress. Clearly setting expectations and helping with further goal setting (which is currently completely missing in India). It is about knowing “how far” their child has come in developing meaningful communication skills.

How It Works
Offer a monthly interactive AAC skill assessment designed specifically for parents. The form prompts them to reflect on their child’s functional communication abilities—based on expressive/receptive communication levels, communication functions (e.g., requesting, protesting, commenting), and use of specific vocabulary types (e.g., greetings, feelings, actions).
The experience mirrors the structure of tools like the Communication Matrix but is fully AAC-aware—contextualized to Avaz’s features and vocabulary. It guides parents to rate proficiency, track growth, and unlock tailored strategies or content packs based on their inputs.

This fills a major gap: There are no AAC-specific skill tracking tools readily available to Indian parents. It’s about the impact they can expect and the impact that they have achieved. Identify skills gaps and suggest focus areas where the parent can focus and measure on the next month.

Highlights

• Clarity over confusion: Replaces vague notions of “Is this helping?” or "Is this even working?" with concrete markers of growth.
• Empowers the parent: Turns everyday observations into tangible insights.
• Makes progress visible: Aids motivation by showing how far they've come, even when it doesn’t “feel like” progress.
• HIGH IMPACT. Strong unmet need in India; creates structure, trackable progress, and parent reflection. Builds emotional stickiness.

Execution Ideas

• In-app or WhatsApp prompt: “Want to see how far your child’s communication has come this month?”
• Visual interface that maps their feedback onto domains like: “Initiation,” “Function Diversity,” “Social Use,” etc.
• Unlock customized recommendations, and tie to upsells like vocabulary packs or teletherapy
• Optional paid subscription (₹XXX/month) includes:
• • Assessment access
  • Visual skill chart
  • Strategy summary + next goal suggestions

Best Suited For: ICP 2 – Professional Collaborators
Why:

• They are already working with therapists, used to structured tracking, and will appreciate the precision this tool brings to their child’s AAC journey.
• Likely to share insights from the assessment in therapy sessions, enhancing both accountability and adoption.

Cross-Sell Opportunity 2: Companion App with AI Strategy Support

Principle

Parents don’t just need vocabulary—they need strategy that's tailored to their child's unique needs and personalised to their family routines and requirements. Only then they can trust and implement.

How It Works
A mobile app companion for parents that connects to the child’s Avaz profile

• surfaces personalized strategies based on the child’s AAC usage (e.g., “Your child tapped ‘go’ 7 times today—model it during playtime”). The value lies in tailored suggestions—not generic tips—that match where the child is in their communication journey.
• An interactive AI bot that parents can use to converse at any time with queries, specific doubts while implementation and best practices on the go, so that they reduce the delay and gap between parents waiting for their child's weekly therapy sessions to get professional advice.

Highlights

• Deepens engagement without asking the parent to “figure it out.”
• Personalizes support tailored to the child's specific needs to reduce cognitive overload and emotional fatigue.
• Empowers parents contextually—ideal for home use. Unlike word packs, this supports how to model, not just what to model. Also builds daily touchpoints.

Execution Ideas

• Free 7-day trial after 2 weeks of app use.
• Nudges: “Want tips based on what your child’s saying?”
• Upsell flow via WhatsApp or in-app during key milestones.

Best Suited For: ICP 1 – Self-Starter Moms
Why:

• Thrive on autonomy but want better support.
• Prefer actionable insights that respect their pace and choices.
• Access to advanced strategy recommendations and suggestions from global professionals

Cross-Sell Opportunity 3: Low-Tech Boards Starter Pack (Theme Packs + Printable Boards)

Principle

Not all communication happens on-screen. Supporting off-screen AAC use builds consistency and reinforces vocabulary. Strategically improves adoption for starter parents by reducing tech adoption burden and focus more on modelling to child and increase access.

How It Works
Offer printed and laminated low tech vocabulary boards based on common daily themes (e.g., everyday routines, school, mealtime, feelings, yes / no). Also reinforcing use cases for AAC adoption.

Highlights

• Low-tech = more accessibility, especially for beginners.
• Great reinforcement tool during app fatigue.
• Great for parents in learning strategies like modelling to child and what language to introduce before they figur eout navigation and categorisation on AAC

Execution Ideas

• Offer free sample + paid full pack.
• Bundle with Standard Plan: “AAC Everywhere Kit.”
• Promote during onboarding for ICPs who are on the move and like to carry communication everywhere as well as ICPs who have apprehension about the required tech savviness for AAC adoption.

Best Suited For: ICP 4 – Overwhelmed by Tech Explorers
Why:

• More comfortable with tangible tools.
• Often unsure about digital features.

Up-Sell Opportunity 1: 1-on-1 Teletherapy Support (ACAP)

Principle: Even the best tools need human guidance. Personalized help from an Avaz-certified expert increases confidence and effective use.

How It Works
Offer paid tele-sessions to help parents learn modeling, customize vocabulary, solve friction points.

Highlights

• Humanizes onboarding.
• Great for stuck/confused users.
• Increases satisfaction and long-term retention.

Execution Ideas

• Offer post-trial: “Not sure what to do next? Book your first session.”
• Bundled: ₹XXX for 3 support calls in the first 60 days.
• Therapist referral loop: empower SLPs to recommend.

Best Suited For: ICP 3 & ICP 4
Why:

• Hand holding and professional support at all stages (reduces anxiety and overwhelm)
• Time constrained parents benefit form teletherapy as it requires lesser effort to attend and execute.

Up-Sell Opportunity 2: Access to Secondary Devices & Therapist Profile View

Principle

Communication is a team effort. Enabling access across caregivers and professionals boosts consistency and collaboration.

How It Works
Unlock access for multiple devices (e.g., parent + sibling) and shared profile visibility for therapist logins.

Highlights

• Improves communication environment.
• Encourages professional involvement.
• Reduces tech fatigue on a single device.

Execution Ideas

• Upsell after 2 weeks of single-device activity.
• Visual on home screen: “Want to access Avaz from another device?”
• Therapist dashboard: invite parents to share profile access.

Best Suited For: ICP 2 – Professional Collaborators
Why:

• Already engaging with therapists. This helps them collaborate better.
• Ready to expand Avaz use to team-level.

Up-Sell Opportunity 3: AI Powered Pre-Made Vocabulary Packs for Daily Life

Principle

Creating custom vocabulary is effortful. Pre-designed packs speed up setup and boost daily relevance. Leveraging AI to customise this for your child's routine and interests effectively optimises the process.

How It Works
Offer curated packs around topics like routines, emotions, festivals, visual social stories—custom-designed with cultural nuance and ready to drop into app.

Highlights

• Immediate time-saving value.
• Reduces setup barrier.
• Increases emotional connection (e.g., Diwali pack, school schedule) and quick adoption during specific contexts.

Execution Ideas

• Offer via email during onboarding.
• In-app promotion: “New Festival Vocabulary Pack Available!”
• Premium Plan bundle add-on.

Best Suited For: ICP 1 & ICP 3 – Self-Starters & Time Constrained Parents
Why:

• Self-Starters: Want emotionally relevant vocabulary.
• Time constrained parents : Need tools that optimise for time and effort both.

What Are Our Customers Paying For?

Customers—primarily parents or caregivers of individuals with speech disabilities—are paying for a complete communication solution that facilitates language development and independence for their child. The value they receive goes beyond just a “talking app.” They are investing in a trusted partner in their child’s expressive journey.

Core Value Proposition

“Avaz is an assistive communication app for individuals with speech disabilities that enables them to learn language and express themselves, ultimately empowering them to communicate clearly and independently.”

This value resonates with parents because it addresses both immediate communication needs and long-term developmental goals.

Jobs To Be Done (JTBD)

• Parent's JTBD:
  “I want my child to learn language and expression so they can eventually communicate with autonomy.”
• Child’s JTBD:
  “I want to express my thoughts, needs, and feelings clearly, without relying on others to interpret them.”

Avaz serves as a bridge between these JTBDs, empowering both users in the process.

How is Avaz serving the user's need?

These are the aspects that matter most to our users :

Ease of Use & Visual Design

• Intuitive grid-based layout reduces cognitive load and allows access to a higher number of words at once.
• Touch-based selection offers a tangible way to express language.

Scaffolding for Language Learning

• Pre-loaded, clearly categorized vocabulary makes it easy for new users (children and parents alike) to support progressive language acquisition with minimal friction.
• Visual supports and auditory feedback offer natural scaffolds for better information processing, facilitating learning that grows with the user.

Expressive Independence

• Voice output on selection provides expressive independence for non-verbal users and those with apraxia.
• Keyboard mode encourages literacy development and supports a transition to more autonomous communication over time.

Affordability & Access

• Compared to alternative AAC solutions (which can be prohibitively expensive or hardware-bound), Avaz delivers significant value at a fraction of the cost, accessible via commonly owned devices.

Holistic Journey Support

• Avaz isn’t a static tool—it grows with the communicator. It is useful whether a child is just beginning to understand symbols, or they are moving toward independent, spontaneous sentence construction.

Where Avaz Stands Out

Access to Communication - Not just Speech

• Substitutes: Traditional speech therapy is often hard to access, expensive, and slow-paced (e.g. one 45-minute session per week costing 1000 Rs at an average).
• Traditional speech therapy often struggles to give the required supports like visual and auditory to match the processing needs of the child or their unique learning style. it relies more on neurotypical ways of learning and expressing.
• Traditional speech therapy focuses on communication using verbal speech. Which becomes a limitation for many. Often waiting for that verbal speech to emerge, child starts delaying in age specific communication skills. Avaz facilitates communication and language learning immaterial of speech abilities or not. Hence, learning continues and development doesn't stop

Dynamic vs. Static Tools (vs. PECS Books)

• PECS books are static, require constant printing/laminating, and offer no voice output.
• Avaz offers a rich, digital, voice-enabled vocabulary, and can be customized on-the-fly—no manual reassembly needed when the child progresses or needs new symbols.
• This DIY-readiness is a major edge over many complex or clinical-feeling systems.
• Effort and ability to personalise and customise the system for ever evolving language blocks is a definite win point for Avaz.
• Visuals, touch interaction, auditory feedback—Avaz is designed around how autistic, apraxic, or cognitively diverse children actually process information.
• Substitutes like PECS or generic apps lack this rich, sensory-aligned input, which is key to engagement and learning.

Effective communication - not just Behaviour management

• ABA and traditional approaches often focus on managing and fixing the child's behaviours and does not look into the underlying cause of the behaviours.
• Avaz gives the child a way to communicate effectively, hence reducing or removing the frustration of not being able to express which leads to reduced behaviours
• ABA approaches rely on expressing need or want through reward systems rather than building natural communication autonomy.
• Avaz scaffolds authentic language development—helping children build sentences, express emotions, and develop literacy, not just request basic needs.

Adaptable to Regional Languages & Cultural Contexts

• Unlike imported tools, Avaz is designed in India, with regional language support and vocabulary that reflects Indian social and family structures.
• This makes it more relatable and relevant for real-life use—e.g. navigating school, home, festivals, or family events.

From Expression to Independence

• PECS and therapy prompts often plateau at basic requests.
• Avaz supports a long-term communication journey, transitioning from symbols to keyboard-based communication, encouraging literacy and self-expression.

Positioning Pillars

The aspects that mirror what you charge for:

Learning Scaffolds = "Accelerates Communication learning + Supports Therapy Goals"

• Avaz comes pre-loaded with categorized vocabulary, visual prompts, and auditory feedback, enabling effective communication learning.
• Therapy alignment:
• • Speech therapists can use Avaz to model language, build vocabulary hierarchies, and reinforce goals between sessions.
  • It gives therapists a consistent, accessible tool that continues the intervention at home.
• Positioning angle:

  “Start learning to communicate at home—while strengthening what your therapist is already working on.”

Growth Journey Support = "Scales with Your Child + Complements Existing Therapies"

• Avaz supports the natural progression of communication—from single-word utterances to full sentences, and eventually to keyboard-based literacy and autonomous expression.
• It is not just a stand-alone solution, but a flexible companion to therapy:
• • Speech therapists use Avaz to scaffold vocabulary expansion, sentence formation, and language modeling.
  • ABA and OT practitioners integrate Avaz for choice-making, visual schedules, transition support, and to promote communication over compliance.
  • PECS users can even digitize their existing boards on Avaz, creating a smoother transition to dynamic AAC with voice output.
• Positioning angle:

  “Avaz grows with your child—and with your therapy goals.”
  “It’s a long-term solution that supports all the people helping your child succeed.”

Accessibility = "Designed for Indian Families"

• With inclusive pricing, regional language support, and cross-device availability, Avaz ensures that cost or geography aren’t barriers.
• Families no longer have to rely on printed boards or imported devices that aren’t contextually relevant.
• Being extremely flexible and customisable families can further make it even more relevant and tailored to their family values, cultures and relevance.
• Positioning angle:

  “Communication that understands your language, culture, and budget.”

Convenience & Time-Saving = "Reduces Friction for Families + Tools for Therapists"

• No need to print, laminate, or carry heavy folders. Avaz saves parents hours of prep and travel.
• Enables smooth continuity across home, school, and therapy environments. Child benefits from this consistency of medium and adopts much faster.
• Positioning angle:

“What used to take hours, now takes minutes—and everyone on the team benefits.”

Final Positioning Summary

Charge for the value of integration + independence:

• Learning scaffolds
• At-home independence for families leading to more effective results
• Growth-ready, adaptable tool
• Seamless fit across diverse therapy environments
• convenience, personalization, growth, and access.
• Value is in time saved, progress accelerated, and barriers removed.

Insights :

• Avaz outperforms on convenience, personalization, growth, and integration—while keeping costs moderate.
• PECS scores lowest on flexibility and longevity, despite low cost.
• Therapy-only solutions offer high personalization but are expensive, inconsistent, and limited in availability.

Introduction to Monetization Strategy

Designing a monetization model for Avaz AAC requires more than pricing—it demands deep alignment with user behavior, emotional context, and perceived value. While the retention curve appears discouraging at first glance, it reveals something more important: current monetization is ahead of readiness, not because users don’t value Avaz, but because they haven’t been equipped to succeed with it yet.

The litmus test findings show:

• High willingness to pay upfront (37% lifetime buyers), yet shallow post-purchase usage, suggesting emotional urgency and promotional triggers drive purchase—not long-term engagement.
• Retention flattens early and low (~10% beyond Week 10), showing a steep activation curve and habit-formation gap.
• However, a small core group of users demonstrates deep, sustained engagement, particularly annual and lifetime users who average over 800–1,100 communication events weekly. This tells us that when Avaz works, it works powerfully—it just doesn’t work for enough users yet.

Complementing this, user insights from ICP analysis offer a sharp lens on who pays, why they pay, and what they expect in return:

• ICP 1 (Self-Starters): Highly motivated, budget-flexible users who are invested in long-term communication success.
• ICP 4 (Resilient Re-triers): Parents with high urgency and emotional stakes, open to reinvestment if guided well.
• ICP 2 (Professional Collaborators): Parents who rely on therapist cues, with moderate elasticity but high consistency when the product fits into a care plan.

These profiles tell us that monetization cannot be generalized. Instead, we must:

• Reward high-intent users with paid unlocks that celebrate progress and extend value (e.g., personalization, advanced tools).
• Support hesitant users through monetized guidance (e.g., onboarding packs, strategy companions) that reduce overwhelm and increase success.

Thus, our monetization approach should not just extract value—it should create pathways to value through support, guidance, and tailored offerings. In this way, monetization becomes not a filter, but a force for deeper engagement and adoption.

Avaz User Segments - Casual , Core , Power

Out of over 10,800 users who opened the Avaz app in the past 6 months, only 4,062 reached activation—revealing a significant early drop-off that underscores the challenge of converting initial curiosity into sustained use. To better understand active users and their engagement quality, we segmented them into three behavioral cohorts—Casual, Core, and Power—based on their weekly frequency of communication events, a key indicator of AAC adoption.

This segmentation reveals a clear pattern: while the majority of users fall into the Casual category, engaging sporadically and with limited intent, the Core and Power user segments—though smaller in proportion—demonstrate significantly deeper engagement. As frequency increases, these users not only return more consistently but also begin to explore a broader set of features, such as customization, keyboard use, and vocabulary expansion.

We segmented our users into three broad categories based on frequency and feature usage.

Arriving at a Baseline Conversion Scenario

Over a 30-day period, 2,021 users installed the Avaz app, out of which 148 users converted to paid plans, giving an average conversion rate of 7.3%. However, this average flattens meaningful behavioral differences across user segments.

Based on engagement patterns from Mixpanel, it’s reasonable to assume that conversion likelihood varies by user type:

• Power users show strong frequency and depth of use, suggesting high intent and high value realization, and are thus more likely to convert.
• Core users exhibit moderate frequency and some exploration of advanced features—indicating potential for conversion, but requiring nudges or contextual triggers.
• Casual users, who form the majority but interact infrequently, are likely to have a much lower conversion rate due to unclear value realization.

To reflect this variance, we start with a grounded assumption:

• Casual user conversion rate = 2%
• Core user conversion rate = 7%
• Power user conversion rate = 12%

Revenue calculation (for 10,000 users/month)

Based on this scenario , our monthly revenue can be ₹96,577/month , which means ₹11.58 lakhs annually.

Testing Price Elasticity by Segment

To evaluate the right pricing strategy for each user group, we need to test how sensitive each segment is to changes in pricing or feature gating—that is, their price elasticity. This means introducing pricing interventions (e.g., paid plans, tiered unlocks, or price increases) and measuring their impact on both revenue and churn.

Based on engagement and behavioral intent, here’s how elasticity testing could be structured across Casual, Core, and Power users:

What we are Measuring:

• Conversion rate changes before and after introducing pricing
• Churn or drop-off from gated users (do they exit or pay?)
• ARPU uplift across segments to see where monetization actually scales

Strategic Implication

• Casual: Monetization = onboarding tool
  (don’t expect revenue, use as activation nudge)
• Core: Monetization = conversion tool
  (pricing sweet spot lives here: ₹299–₹999)
• Power: Monetization = expansion tool
  (these users need tiered add-ons, advanced packs, bundles, therapist tools)

This step helps move from flat pricing to value-aligned monetization, where each segment pays in proportion to how much—and how deeply—they use Avaz.

RFM Analysis for Avaz Users

Key Definitions in the Avaz Context

• Recency: How recently a user engaged in meaningful communication (e.g., tapping, expressing, customizing)
• Frequency: Weekly communication events logged (your ranges: <400, 400–800, >800)
• Monetary: Not direct spend, but intent and readiness to pay, inferred from feature usage depth and consistency

Price point implications per Segment

Casual Users

• Challenge: Early-stage usage, still exploring
• Strategy: Build emotional trust, show early wins (e.g., word taps, message creation), introduce micro-monetization at small milestones

Core Users

• Opportunity: Conversion-ready if value is tangible
• Strategy: Offer mid-tier plans (₹299–₹599/month), unlock customization and cloud sync, test gated features that don’t block basic use

Power Users

• High LTV potential
• Strategy: Bundle advanced tools (keyboard, expressive voice tones, AI packs, collaboration support), test ₹999–₹1,999 pricing or therapist-integrated plans

Identifying the Core Value Avaz Offers

In understanding what drives value perception (and ultimately willingness to pay), it’s important to consider both the communicator (child) and the caregiver (parent). Avaz delivers deeply personal value to each — albeit through different pathways.

For the Child (Communicator)

Primary Goal: Personal Goal – Living a Better Life

Avaz provides the child with:

• A voice to express needs, preferences, and emotions independently
• The means to participate in everyday routines like choosing activities, expressing joy or frustration
• A path toward literacy and long-term autonomy, beyond just symbol-based expression

For the child, Avaz is a tool for self-expression, confidence, and belonging — a foundation for a more dignified life.

For the Parent (Decision-Maker)

Primary Goal: Functional + Emotional Goal – Reducing Friction & Guilt in Daily Life

Avaz helps parents:

• Support their child’s communication journey at home, without needing to depend on constant professional help
• Save time, effort, and emotional energy otherwise spent on building PECS boards, managing tantrums, or waiting for therapy milestones
• Feel empowered in playing an active role in their child’s development
• Gain confidence that they’re doing “enough,” even between therapy sessions

For the parent, Avaz represents relief, empowerment, and a sense of control in a typically overwhelming journey.

Summary Insight:

Avaz creates a better life for the child — and a more manageable, hopeful, and empowered life for the parent.
Pricing and monetization must acknowledge both journeys, especially where the parent is paying for peace of mind and progress, not just features.

Competitor Benchmarking

In the Indian context, families seeking communication support for their children often rely on substitutes rather than true competitors. These include traditional speech-language therapy, ABA therapy, PECS books, or homegrown solutions — all of which serve the same end-goal: enabling a child to communicate.

But when benchmarked against these, Avaz offers significantly higher value with far lower long-term cost and effort.

Benchmarking Substitutes

Avaz’s Differentiated Value

Strategic Insight:

Avaz delivers daily therapy-level benefit at less than 10% of the monthly cost of traditional SLP or ABA approaches — and does so with lower effort, more flexibility, and long-term scalability.

Quantify the Value to Ensure Price Alignment

For pricing to feel fair and compelling, users must perceive real, measurable value in their everyday lives. Avaz delivers this value in the personal dimension — not by replacing existing supports, but by enhancing them.

Money Saved (vs. Traditional Therapies)

• Speech & Language Therapy: ₹4,000–₹8,000/month (depending on frequency once a week or twice a week)
• ABA Therapy: ₹15,000–₹25,000/month
• PECS preparation & updates: ₹500–₹2,000+ over time
• Transport/logistics for therapy: ₹1000–₹2,000/month

With Avaz priced at ₹299/month or ₹999/year:

• Families save 90–95% compared to traditional alternatives
• Avaz becomes especially cost-effective with limited access to professionals

Time Saved (for Parents & Caregivers)

• Eliminates need to build/update PECS boards → saves ~2–3 hours/week
• Reduces dependency on therapist presence → enables daily at-home reinforcement
• Minimizes communication breakdowns and frustration-driven behaviours

Estimated 5–10 hours/month saved in prep, practice, and emotional labour

Emotional Value Delivered

• Reinforces connection: Children can express thoughts, needs, emotions independently
• Empowers parents: No longer reliant on external sessions to feel they’re making progress
• Reduces guilt and helplessness: Gives parents a daily tool to scaffold communication
• Celebratory moments: From “I want water” to “I love you,” families witness expressive breakthroughs

Not a Replacement — A Reinforcing Partner to Therapy

Crucially, Avaz is not an either/or alternative to professional therapy. It is:

• Used by therapists themselves as part of SLP, OT, and ABA programs
• A tool that allows carryover of therapy goals into daily life
• A platform to track progress and reinforce strategies between sessions
• A way for parents to actively participate in language building without needing expert-level training

Avaz makes therapy more effective, more consistent, and more accessible — while reducing its cost and effort burden.

Price-Value Alignment Summary

Conclusion: Perceived Value > Price Paid

When families compare Avaz to alternate solutions — be it speech therapy, PECS books, or homegrown supports — the value they receive far outweighs the price they pay:

• Financially, Avaz saves families thousands every month
• Functionally, it offers 24/7 access and daily reinforcement
• Emotionally, it builds confidence, connection, and hope
• Therapeutically, it complements — not replaces — existing interventions

The perceived value of Avaz is significantly greater than its price tag, when seen in comparison with alternate available solutions.
This makes the price feel not just reasonable — but deeply worthwhile.

Mapping Perceived Value Across the Avaz User Journey

🧩 Key Context:

• Unlike transactional or utility apps, Avaz's value unfolds gradually, often over weeks or months, as the child learns and the parent observes changes.
• The “Aha moment” is often deeply personal and emotional (e.g., a child requesting something independently), but predictable triggers can help structure when and how to introduce pricing.

📈 Value Realization Journey for Avaz Users

Here’s how perceived value grows over time across a typical user journey, and where monetization touchpoints can align:

Why This Moment Matters

That first successful custom word use is not just a feature interaction — it’s a breakthrough of personal meaning.
It tells the parent: “This tool works for my child in our world.” This is often when intent to pay spikes, especially if pricing is framed as unlocking more personalization or saving their work.

Strategic Framing:

In Avaz, value is not instant — it is earned through progress.
But when that value crystallizes, the perceived benefit far exceeds the price point — especially in contrast to the time, cost, and emotional strain of traditional alternatives.

By syncing pricing prompts with value inflection points, we build a model that respects:

• The user’s emotional timeline
• The child’s communication readiness
• The parent’s evolving belief in the app's impact

What to Charge For: Identifying Avaz’s Monetization Currency

Avaz’s Core Value Proposition

Avaz enables children with communication difficulties to express themselves meaningfully and independently — leading to long-term skill development, better emotional regulation, and deeper parent-child connection.

This value is:

• Cumulative (builds over time)
• Deeply personalized (custom words, routines)
• Used across contexts (home, therapy, school)

Hence, what Avaz charges for must reflect how and where this value is unlocked.

Time-Based Pricing (Primary Model)

What it means:
Users pay monthly, quarterly, or annually to access the full suite of Avaz features.

Why it fits Avaz:

• AAC value compounds over time. The real “impact” — child-led communication, emotional bonding, behavior reduction — takes weeks, months, years and lifetime. Starting off as a learning tool it adapts over time as a lifelong support.
• This aligns with caregivers’ real-world expectations: they don’t want to “buy a tool,” they want ongoing communication progress.

User pain points it addresses:

• Parents want reliable, ongoing support as their child’s needs evolve.
• Since language learning takes time, this model rewards continued engagement.
• It’s also predictable and easy to budget for — key for anxious or cost-sensitive caregivers.
• “Will this work for my child? How long will it take?” → Allows low-commitment entry (monthly subscription)
• “I’m overwhelmed by therapy costs.” → Predictable and long term plans (LTV) builds trust
• “We’re making slow progress.” → Aligns with realistic AAC adoption timelines

Strategic value:

• Enables upselling through value realization over time
• Facilitates churn tracking and re-engagement strategies
• Encourages habit-building, which is essential for AAC success

Access-Based Pricing (Add-On Model)

What it means:
Users pay to unlock Avaz access on multiple devices (e.g., caregiver + therapist + school tablet).

Why it fits Avaz:

• AAC must follow the child across contexts: home, therapy, school.
• Often, therapists use their device to model, and parents need it on their phone to prompt at home.

User pain points it addresses:

• “I want to use Avaz on my phone, but also the iPad my child uses”
• “My therapist asked to show something on her device”
• “I can't always carry the device around — I need flexibility”

Strategic value:

• Justifies higher pricing tiers via professional use cases
• Supports collaborative care model — makes Avaz “portable”
• Adds perceived value without increasing feature set

Shareability-Based Pricing (Optional Tier)

What it means:
Multiple children or families can benefit from shared subscription cost by choosing peer supported or group plans

Why it fits Avaz:

• Avaz is a category creator tool and hence not the most straight forward to understand or anticipate its impact. Often parents are apprehensive about taking this decision because they are unsure and want to tread with care. Though hope for impact exists, so does the fear of failure too.
• When parents reach out for group plans, it can help overcome the decision paralysis and purchase more confidently. "If they are doing it, I can do it too."
• Parents on a group plan can nudge each other, see or share usage and progress with each other, hence making this journey less lonely, motivating with company and also instill brainstorming or problem resolution together.

User pain points it addresses:

• AAC adoption is a long and often lonely process. Where feedback and validation is often scarce. Having a buddy along with you can ease this a motivate you to stay longer and more hopeful.
• "Whether this will work for my child or not", being unsure of progress here impacts perceived value negatively.

Strategic value:

• Increases penetration in price-sensitive segments
• Enables bulk licensing for institutional customers
• Makes Avaz feel accessible and community-friendly

Output-Based Pricing (Not Recommended)

What it means:
Users are charged per unit of usage — e.g., per tap, message spoken, or folder added.

Why it doesn’t fit Avaz:

• Output based usage is an important value currency in Avaz, but is ethically wrong to monetise it.
• It contradicts the philosophy of AAC — children should be encouraged to communicate more, not less.
• Puts psychological pressure on parents to “ration” usage.

User pain points it creates:

• “I’m afraid my child is using it too much — we’ll be charged more”
• “I don’t know what counts as a feature or an extra cost”
• “Communication shouldn’t feel transactional”

Strategic risks:

• Damages trust
• Suppresses engagement
• Feels extractive, not empowering

Evaluating Pricing Models for Avaz

• Primary Pricing Currency:
  Time — because communication growth happens over weeks and months, and users pay for the ongoing transformation, not one-time outcomes.
• Secondary Pricing Levers:
• • Access-Based Add-Ons: For professionals & families who need Avaz on multiple devices
  • Shareability Tiers: For collaborative, community-led pricing (esp. in lower-income settings or NGO models)

Why Time-Based Pricing is the Right Fit for Avaz

Time-based pricing is not just a monetization strategy for Avaz — it is deeply aligned with how value is experienced on the platform. For AAC users, progress is gradual, emotional, and deeply tied to continued, consistent use. Here’s why this model works uniquely well for Avaz:

1. Success is Time-Dependent in AAC

The core promise of Avaz — to help a child communicate meaningfully — is not achieved in a day. It requires sustained interaction, modeling, and reinforcement. The longer a user stays engaged, the more likely they are to experience breakthrough moments. A time-based model rewards consistency and aligns naturally with this growth curve.

2. Eases Friction in Sensitive Decisions

For most parents, adopting an AAC system comes with emotional pressure and urgency. They are often unsure if it will “work” for their child. For such users, high upfront payment plans can feel risky or discouraging. Offering tiered time-based plans (e.g., monthly, quarterly, annual) allows them to start small, test the waters, and upgrade as they grow in confidence. This makes the decision emotionally and financially safer.

3. Builds Brand Trust

By not forcing long-term or high-value commitments early on, Avaz communicates that it is on the parent’s side. The pricing model reinforces trust: “We’ll grow with you, at your pace.” This reduces drop-off from early disillusionment and protects brand perception even in cases where initial engagement is low.

4. Supports Segment-Specific Conversion Strategies

Time-based pricing also allows for segmented monetization strategies:

• Casual users, who show minimal but promising usage, are more likely to convert through low-commitment monthly plans that reduce friction.
• Core and Power users, who already demonstrate value realization, are better candidates for annual or lifetime plans — where longer commitment matches the ongoing gains they perceive. Their willingness to invest grows with their engagement.

In Essence

Time-based pricing turns monetization into a value ladder — inviting users to start small, stay longer, and grow deeper. It respects the emotional stakes of Avaz families while also matching the measured, time-based nature of AAC success. It is not just a fit — it is foundational.

How much to charge?

(Do your own math and build 2-3 different pricing strategies and maximize your revenue)

Pricing Implications

• Low-friction monthly entry point: Reduces the emotional and financial pressure to “get it right” fast.
• Emotional onboarding > functional onboarding: Reassurance beats instruction in early days.
• Pricing strategy should grow with confidence: Convert users to longer plans only after they emotionally anchor to Avaz through early wins.

MONETISATION FOR AVAZ

Stages of Monetization

Why it matters:
Avaz adoption follows a nonlinear but emotionally high-stakes journey. Structuring pricing in distinct, behavior-aware stages helps align monetization with the user's psychological readiness — rather than forcing decisions too early.

Emotional & Behavioral Hooks

Why it matters:
Parents of children with communication needs make emotionally loaded decisions. Every feature, plan, or upsell must respond to their fears, hopes, and trust-building moments. Hooking into emotional wins, not just utility, drives conversion and loyalty.

Segment-wise Alignment (Casual, Core, Power)

Why it matters:
Not all users adopt or engage equally. By recognizing these segments and tailoring pricing, access, and nudges accordingly, Avaz avoids pushing casual users away while maximizing value from high-intent families.

ICP-Specific Relevance

Why it matters:
Each ICP — from motivated parents to overwhelmed caregivers to collaborative professionals — sees and seeks different value. Designing offers and timing that resonate with their specific contexts and constraints ensures better fit and higher conversion.

Pricing Psychology & Retention Logic

Why it matters:
For a tool like Avaz, success is long-term. Upfront commitment may feel risky. By anchoring pricing to behavior, timing, and emotional reassurance, we build retention-first pricing that respects trust, reduces churn, and still meets revenue needs.

Keeping the above in mind, let's dive into a "Tiered, Timed & Triggered" monetisation strategy.

Avaz Monetization Strategy: Tiered, Timed & Triggered

Stage 0: 30-Day Free Trial (All Features)

What’s offered:

• Full access to Avaz’s feature suite
• Layered onboarding with examples, use-cases, habit hooks
• Real-time nudges showing value in context

Why this works:

• Eases initial emotional friction (guilt, overwhelm, doubt)
• Lets all users experience the depth of what Avaz can do before commitment

ICP Fit:

• ICP 1: Self-explores through advanced features
• ICP 2: Therapists begin embedding in sessions
• ICP 4: Needs clarity, time, and assurance before they trust the tech

Day 15: Cross-Sell Low-Tech Starter Kit (₹900)

What’s offered:

• Printable boards, cue cards, modeling examples
• Tangible, visual elements to reinforce learning offline

Strategic Value:

• Pushes Casual → Core by building ritual-based use
• Builds top-of-mind awareness outside of screen time
• Reduces app-overwhelm, builds home environment trust

ICP Fit:

• ICP 2: Therapist-aligned tools; easily adoptable at home
• ICP 4: Lower friction and high emotional payoff
• ICP 1: Uses kit to co-create home-based communication system

Day 30: Paywall On App Reopen

3 Plans Introduced: Basic (Lifetime), Standard, Premium
Each with Monthly & Annual versions

Behavior Hooks:

• Casual may exit or purchase basic just to keep access
• Core buys into Standard, especially with visible growth
• Power goes for Premium if emotional ROI was high in trial

Companion App Introduction (~Day 35–40)

Cross-sell nudged after a pause in in-app support

• “Missing our guidance?” triggers suggestive re-engagement
• ₹299/month (no long-term lock-in)

ICP-Specific Benefits:

• ICP 1: Progress tracking, milestones, planning
• ICP 2: Goal setting, shared SLP notes, activity plans
• ICP 4: Emotional reassurance, day-wise structure

Why this works:

• Feels like support, not an upsell
• Matches post-trial anxiety phase when usage drops slightly

Premium Triggers (Mid-Cycle Upgrades & Unlocks)

• LTV Unlock: Only surfaced to users who hit milestone (based on frequency + breadth)
• Creates aspirational goal + cost-saving motive
• "Engage more → Earn a better deal"
• Milestone-Based Upgrade Offer:
  “Your child built their first 3-word phrase! Unlock Premium to add sentence templates and faster modeling tools.”

ICP Fit:

• ICP 1 & 2 most responsive to long-term savings (LTV) and outcome-linked logic

Access Bundle @ ₹299 (One-Time)

• Unlocks secondary device login + profile sync for therapists
• Prompted only after consistent daily use observed

Why it works:

• Ensures only high-intent users invest
• Keeps COGs under control while enabling collaborative use

Group Subscription Bundles for Premium

• Unlock Premium for 3+ users at Standard plan price
• Promotes viral conversion via therapy groups or parent communities
• Appeals to collectivist cultures, affordability-minded ICPs

Why this works:

• Removes pricing barrier for hesitant Core users
• Boosts stickiness by converting networks, not just individuals

Summary: Segment-Wise Flow

Lifetime Plan Unlock: A Strategic Milestone-Based Monetization Trigger

Why It Matters

Rather than offering a Lifetime plan (LTV) upfront — which risks low commitment and poor early retention — Avaz’s approach ties this high-value offering to meaningful user behavior and intent signals.

This ensures:

• Only engaged, high-intent users access LTV
• The LTV price point feels earned, not imposed
• It acts as a carrot, not a default

The Logic Behind This Model

When and How to Trigger the Unlock

Trigger Logic:

• Based on frequency (e.g., 12+ days of use in a month)
• AND/OR breadth of use (e.g., 4+ features used like folders, keyboard, audio playback, image search)
• Trigger milestone achieved = Unlock Lifetime Plan

"You’ve built an incredible routine with your child on Avaz. Unlock a lifetime of communication at a special price and keep growing together — without recurring fees."

Segment & ICP Relevance

Discovering the pricing page (In - App) :

1. User can find the purchase screen under their Account settings

2. The Purchase Subscription section will take me to the pricing page

What’s Working Well

1. Clear Trial Status
2. • It clearly states the user is on a “free trial plan” with a visible expiration date.
   • Immediate context gives users a sense of urgency and clarity.
3. Loss Aversion Messaging
4. • “Without a subscription, you will lose access to…” triggers psychological fear of loss (symbols, voices, etc.).
   • This is effective in anchoring value before introducing price.
5. Simple Pricing Layout
6. • The three-tier options (Monthly, Yearly, Lifetime) are visually distinct and easy to compare.
   • Highlighting the Lifetime plan with a gradient creates subtle visual emphasis — good nudge.

What Needs Improvement

1. Lack of Emotional Anchoring or Use Case Framing

• There's no mention of outcomes: “What will I or my child be able to do with this?”
• Especially for Avaz, which serves high-stakes use cases (child expression, behavior management), there needs to be a reminder of emotional or functional benefit (e.g. “Give your child the voice they need, when they need it”).

2. No Entry-Level Plan / Too Sudden a Jump

• The user is pushed from free trial directly into $9.99/month without a lower-commitment fallback (like ₹299 / $3 one-time Basic plan for keyboard-only users).
• This can lead to dropout, especially for ICP 4 (anxious, hesitant parents) and casual users who are still warming up to the product.

3. No Plan Differentiation Shown

• All three pricing options are just duration-based, not feature-based. There's no explanation of what is gained or unlocked in each tier.
• Example: What do I get extra in Lifetime that I don’t in Monthly? Are updates included?

4. No Emotional or Behavior Triggers for Upgrade

• No personalized or milestone-based message like:

  “Your child has used Avaz 5 days in a row! Ready to unlock more features?”

• Timing the upsell at moments of success dramatically improves conversions, especially for core/power users.

5. Missing Visual of Value

• There's no visual comparison chart of what you get with each plan. No testimonials, icons, or success indicators.
• A simple chart or parent quote could do a lot to reassure skeptical users.

Suggested Additions & Optimizations

Add Tiered Plan Options:

Introduce the Basic (One-Time ₹299) plan right after trial — especially helpful for casual users.

Reinforce Emotional CTA:

Add a tagline or banner like:

“Empower your child to express themselves — start with a plan that suits your journey.”

Show Plan Differences:

Include a comparison chart showing:

• What features are available in Monthly vs. Yearly vs. Lifetime
• What users miss out on without upgrading
• Add optional services (like companion app, print boards)

Trigger-Based Upsell Moments:

Instead of a flat pop-up at expiry, consider:

• In-app nudges post-high usage events (e.g., “Your child used 10+ words this week!”)
• A final day push with discounted “starter pack” offer

Conclusion

While the current pricing page is clear and frictionless, it misses strategic opportunities for:

• Trust building
• Behavior-based personalization
• Segment-wise conversion (especially for low-intent casuals or hesitant ICPs)

By layering emotional framing, tier clarity, and milestone-based nudging, Avaz can drive higher conversion and deeper user commitment without increasing pricing pressure.

Discovering the pricing page (Website) :

Strengths

• Clear pricing: The INR 11,999 one-time price is prominently displayed, making cost transparency high.
• Language localization: Emphasizes Indian-language support, which enhances local relevance and positions Avaz as culturally attuned.
• Free trial CTA: The 2-week trial is highlighted in bold, which encourages users to try before buying—a psychologically effective hook.
• Platform trust: Use of Play Store and App Store logos lends credibility and signals ease of access.

Areas for Improvement

• Lack of feature clarity: No breakdown of what users get for ₹11,999 (e.g., symbols, voices, updates, support).
• No plan comparison: There’s no mention of tiered pricing, upgrade paths, or alternatives to lifetime purchase.
• Emotional value missing: Doesn't communicate the why behind the pricing—i.e., how Avaz reduces therapy costs, builds independence, or supports families.
• Limited urgency/assurance: No use of urgency (e.g., limited-time discount), nor any parent/testimonial assurance that builds trust.

Quick Recommendations

• Add a comparison table showing what's included in the ₹11,999 plan vs. free trial.
• Mention cost savings vs. therapy or PECS.
• Insert a testimonial or use-case quote to anchor the price in real value.
• Consider framing ₹11,999 as “less than 3 sessions of therapy” to reshape perception.

Pricing Page Design