WEBI LUNA
Core Services, Pricing & Commercial Strategy
Internal finance discussion document
PurposeGive management and finance one readable reference for what Webi Luna sells, how services are priced across channels, how fulfilment costs are separated from selling price, and which commercial decisions still need to be agreed.
Document contents
1. Purpose and business context
Webi Luna is intended to become the single operating brand for the services currently spread across WebiSage and Novo Design, together with new services added over time. The objective is not only a rebrand. The commercial model must also be cleaned up so that finance, management, sales and fulfilment all work from the same service definitions and pricing rules.
The finance question behind this documentFor any service sold by Webi Luna, can we clearly show what it costs us, what we pay the person who fulfils it, what we charge a white-label partner, what we charge a normal customer, what we may charge during a promotion, and what profit remains in each case?
What changes under Webi Luna
| Source | What it contributes | Future treatment |
|---|---|---|
| WebiSage | Hosting, domains, infrastructure, website-builder capability, client billing/support foundations | Moves into the Webi Luna platform and service catalogue. |
| Novo Design | Website design and creative/digital service capability | Moves into Webi Luna as a service family rather than a separate price book. |
| New Webi Luna services | Managed websites, partner fulfilment, white-label services, selected digital products, software access, vouchers and other approved services | Added to the same commercial structure as they become viable. |
Core commercial principle
There should be one master service catalogue. A service may have several approved prices because it can be sold through different channels, but the underlying service definition must remain the same. This prevents separate and contradictory price lists for retail, promotions, partners, developers and legacy brands.
2. Business model at a glance
Webi Luna combines recurring infrastructure revenue with once-off service revenue and repeat service purchases. The customer experience should remain simple even when the fulfilment model behind it is more complex.
| Stage | Working model |
|---|---|
| Demand | Direct customers, affiliates, partners, search, advertising and recommendations |
| Webi Luna | One brand, checkout, support layer and commercial control |
| Catalogue | Hosting, websites, creative, technical and approved digital services |
| Fulfilment | Internal team, developer, approved partner or supplier/API |
| Revenue | Once-off sales, monthly plans, repeat services and partner economics |
What Webi Luna earns from
- Recurring hosting and managed website plans.
- Once-off website design and e-commerce setup.
- Website changes, additional pages and technical work.
- Creative, content, SEO, optimisation and marketing services.
- White-label fulfilment sold to other agencies or design brands.
- Partner-supplied or partner-resold services within approved agreements.
- Selected software, digital products, vouchers or business gifts where resale/agency rights and margins are acceptable.
3. Core service catalogue
The catalogue below is the commercial map. It is grouped by service family so finance can later attach cost, provider-payment and pricing rules to each family without losing sight of what the customer is actually buying.
| Service family | Examples / scope | Typical billing | Commercial note |
|---|---|---|---|
| Hosting & infrastructure | Luna Basic, Business, Business Plus, eCommerce; SSL, backups, email, hosting resources | Recurring | Confirmed baseline plans |
| Website creation | 5-page business website, e-commerce setup, custom websites, landing pages | Once-off / quote | Final startup prices to be approved |
| Website management | Updates, security, selected premium tools, minor monthly changes | Recurring / add-on | Included mainly in upper plans |
| Website changes | Quick edits, extra pages, redesign work, content entry | Once-off | Separate from fair-use minor changes |
| Luna Builder | Self-build website access for eligible customers | Bundled / recurring | Linked to eligible hosting |
| Migration & transfer | Move existing website/hosting into Webi Luna | Once-off / promo | Can support customer acquisition |
| Creative services | Graphic design, brand assets, social creative, digital collateral | Once-off / package | Legacy Novo capability to consolidate |
| Content & marketing | Copy, SEO, marketing support, optimisation | Once-off / recurring | Scope and delivery effort vary widely |
| Technical services | Security, troubleshooting, integrations, custom technical work | Quote / hourly / project | Requires strong scope control |
| Digital products & software | Approved subscriptions, agency-managed tools, vouchers and other authorised digital products | One-off / subscription | Only where rights and fulfilment are confirmed |
| Business gifts | Packaged Webi Luna services sold as gifts and redeemed by code | Once-off | Must redeem a defined service, not create unrestricted cash credit |
ImportantThis is a service map, not a final price list. Old WebiSage and Novo Design prices are historical reference points only. Webi Luna should approve the new master pricing structure before legacy prices are carried forward.
4. Pricing architecture
The same service can legitimately have different prices depending on the channel. Each price layer must be derived from the same approved cost and scope.
| Layer | Meaning | Visibility |
|---|---|---|
| 1. Direct cost | What Webi Luna actually pays to deliver the service: supplier fees, licences, hosting resources, payment fees and other directly attributable costs. | Internal only |
| 2. Developer / provider payment | The amount paid to the developer, designer, freelancer or approved provider who fulfils the work. | Internal only |
| 3. White-label / partner price | The B2B price charged to an approved reseller/agency or used in a private partner package. | Private |
| 4. Standard retail price | The normal public selling price or approved quotation method. | Public |
| 5. Promo price | A temporary campaign price designed to acquire customers without breaking minimum contribution rules. | Public, time-limited |
| 6. Luna Credit redemption price | The approved credit price for eligible store items. This is not the same as the cash selling price. | Restricted / eligible users |
Selling price − direct cost − provider payment − variable selling cost = contribution before overhead
Finance can then determine whether that contribution is sufficient for the relevant service family. Different service families may require different target margins.
5. Confirmed recurring plan baseline
The following four plans are the current working baseline. Finance should validate cost and support burden, but these are the commercial reference prices currently being carried forward.
| Plan | Price | Storage | Core entitlement | Best fit |
|---|---|---|---|---|
| Luna Basic | R99 / month | 2 GB | Standard hosting, SSL, backups, email, basic technical support | Self-managed/simple sites |
| Luna Business | R199 / month | 8 GB | Basic features plus ongoing support and 2 quick Luna Builder edits per month | Active business sites |
| Luna Business Plus | R299 / month | 10 GB | Managed website/software environment, eligible premium tools, security/update management, minor monthly changes; once-off 25 LC welcome allocation | Webi Luna-designed 5-page static sites |
| Luna eCommerce | R399 / month | TBC | Managed e-commerce hosting, software/security management, compatibility support, minor monthly changes; once-off 50 LC welcome allocation | Eligible online stores |
Scope boundaryMinor monthly changes require a defined fair-use/time limit. New pages, redesigns, catalogue work, custom development, major store changes and integrations remain separately chargeable.
6. Website design: regular sales and promotions
Website design should have a stable standard price and a separate campaign mechanism. This avoids teaching customers that the promotional price is the real price.
| Service | Price type | Working position | Rule |
|---|---|---|---|
| 5-page business website | Standard retail price | To be approved | Normal selling position; should reflect delivery cost, revision allowance and desired contribution. |
| 5-page business website | Promo price | R799 concept under review | Use only as an acquisition campaign if the full economics are acceptable. It should not become the permanent base price by default. |
| E-commerce setup | Standard retail price | To be approved | Must include a clear base scope and defined catalogue/product-entry allowance. |
| Custom website / integration | Quotation | Case-by-case | Quote from approved cost and margin rules rather than using a generic package price. |
| Additional pages / extended work | Add-on | To be approved | Separate SKU or rate so scope growth does not destroy base-package margin. |
Regular sale vs promo sale
| Regular sale | Promo sale | |
|---|---|---|
| Purpose | Normal sustainable revenue | Customer acquisition / limited campaign |
| Duration | Ongoing until formally changed | Defined start/end or quantity cap |
| Margin expectation | Target commercial margin | May accept lower contribution, but not an unmeasured loss |
| Customer message | This is the normal price | A genuine temporary offer |
| Control | Master price catalogue | Approved campaign linked back to master price |
7. White-label and partner services
White-label services allow another design or digital brand to sell Webi Luna fulfilment under its own customer-facing relationship. This is a B2B channel and therefore needs its own economics.
Standard white-label structure
| Commercial element | Rule |
|---|---|
| Service scope | Use the same service definitions as the master catalogue. |
| White-label price | Private B2B price approved by finance. |
| Partner margin | Difference between the partner’s customer price and the Webi Luna white-label price, where the partner controls its retail price. |
| Webi Luna fulfilment | Webi Luna or an approved provider completes the agreed work behind the partner brand. |
| Customer ownership | Defined by the partner agreement and by whether the customer was partner-referred or Webi Luna-assigned. |
| Support / revisions | Must be clear so Webi Luna is not absorbing unlimited partner support at a wholesale price. |
| Confidentiality | Private prices, supplier methods and fulfilment arrangements remain confidential. |
Two partner pathways
| Path | Customer source | Partner role | Relationship outcome | Economic model |
|---|---|---|---|---|
| Webi Luna-assigned work | Customer originates with Webi Luna | Partner fulfils approved work | Webi Luna controls customer relationship; hosting remains with Webi Luna | Agreed provider/project payment |
| Partner-referred customer | Customer originates with partner | Partner may manage or sell the service | Partner retains its commercial relationship; customer uses Webi Luna infrastructure/approved communication | Partner margin, wholesale pricing or agreed service payment |
Finance distinctionProvider payment and partner margin are not the same thing. A provider is paid to do work. A reseller/partner may earn margin because it brings and manages a customer.
8. Affiliate programme
The affiliate programme is the simple referral channel. Affiliates refer customers; they do not manage the customer, alter prices, receive private partner pricing or use white-label branding.
| Area | Working rule |
|---|---|
| Joining | Free; verified new affiliate receives a once-off 5 LC welcome allocation. |
| Referral reward | Once-off Luna Credit reward for a qualifying new customer; amount should be set per eligible product/service. |
| Validation | Reward remains pending for 35 days while payment, retention, refunds, chargebacks, duplicates and fraud are checked. |
| Cancellation before day 35 | No referral reward is issued. |
| Tracking | Current working rule: 30-day referral cookie, most recent valid referral before purchase. |
| Role boundary | Affiliate refers only. Partner programme is used for delivery, private pricing and white-label relationships. |
9. Webi Luna stores and Luna Credit
The storefront should stay simple for customers while preserving separate commercial rules behind the scenes.
| Store / lane | Price basis | Access | Purpose |
|---|---|---|---|
| Regular Store | Normal cash/card pricing | Public | Standard services and products at approved regular prices. |
| Promo offers | Temporary campaign pricing | Public / targeted | Same underlying service, but controlled promotional price and campaign rule. |
| Exclusive / Affiliate Store | Luna Credit pricing and selected exclusive items | Eligible authenticated users | Designed for LC redemption; may show the regular cash value and the credit value/saving. |
| Private Partner Catalogue | White-label / wholesale / custom partner pricing | Approved partners only | Never exposed as public retail pricing. |
Luna Credit working rules
- Luna Credit is not an ordinary purchasable cash wallet.
- Working value: 1 LC provides R4 of eligible Webi Luna purchasing value where LC is accepted.
- It cannot be withdrawn, converted into cash, sold or transferred between users.
- It may be earned through approved referrals, prizes, promotions, partner rewards, welcome allocations or a voluntarily accepted credit alternative to a refund.
- Current working expiry rule: 24 months after approval unless a specific lawful promotion states otherwise.
- The economic cost of an LC redemption is the fulfilment cost to Webi Luna, not the displayed R4 value.
ExampleIf 100 LC is displayed as R400 of eligible value, the real financial cost depends on the fulfilment cost of the item redeemed. The LC store therefore needs its own margin analysis.
10. Cost framework
Exact costs are intentionally left open for finance discussion. The important step is agreeing what belongs in the calculation for each service.
| Cost area | Examples | Treatment |
|---|---|---|
| Direct supplier cost | Domain/hosting supplier charges, licence costs, API/voucher cost, externally purchased deliverables | Attach directly to the SKU or service family where practical. |
| Provider / developer payment | Amount paid to a person/team for fulfilment | Record separately from supplier cost so labour economics remain visible. |
| Payment processing | Gateway/card/transaction fees | Treat as variable selling cost where applicable. |
| Rework / revision allowance | Expected time/cost of included changes and quality correction | Build a realistic allowance into high-touch services. |
| Support burden | Customer support associated with the service or plan | Estimate by plan/service family; especially important for low-price recurring plans. |
| Overhead | General staff, systems, office/admin, marketing base cost | Usually not assigned as direct cost to each job, but must be covered by aggregate contribution. |
| Tax / VAT | Applicable output/input treatment and display convention | Finance to set one consistent policy across channels. |
Provider payment approach
- Payment can be fixed per service, quoted per project, or based on an approved hourly/task rate depending on the service family.
- Acceptance criteria should cover scope, deadline, usable deliverables, revisions and required project files.
- Non-performance and reassignment rules should prevent full payment where work has to be substantially redone.
- Provider rates are confidential internal commercial information and must not become public customer pricing.
11. Finance review topics
These are the main commercial questions the document is intended to put in front of the finance team. They are discussion topics, not a software task list.
| Topic | Question to resolve |
|---|---|
| Definition of cost | Which costs are treated as direct per service, which are provider payments, and which remain overhead? |
| Margin policy | What minimum contribution is acceptable for hosting, design, technical work, digital products and promos? One universal percentage is unlikely to suit every service family. |
| Website pricing | What should the permanent standard price be for a 5-page website and e-commerce setup? Under what conditions is the R799 acquisition offer financially sensible? |
| White-label economics | What price allows a partner enough margin to sell while leaving Webi Luna enough contribution to fulfil and support the work? |
| Retail vs partner protection | Can a public promotion fall below a white-label price? If so, what rules prevent recurring channel conflict? |
| Developer payment | What is the approved payout method by service family, and how do revisions/reassignment affect payment? |
| Affiliate rewards | What LC reward can each qualifying product support after the 35-day validation period? |
| Luna Credit | How should LC issuance, expiry and redemption be represented for accounting, tax/VAT, management reporting and fraud control? |
| Legacy customers | Which WebiSage/Novo Design customers move to new Webi Luna prices, and which should be grandfathered temporarily? |
| Pricing authority | Who can change standard price, promo price, partner price or provider payout, and how should those approvals be recorded? |
12. Commercial governance after finance approval
Once the pricing model is agreed, Webi Luna should maintain one controlled commercial reference and publish from it into the customer-facing and partner systems.
| Control layer | What it contains |
|---|---|
| Master service catalogue | Scope, inclusions, exclusions and service code |
| Finance layer | Direct cost, provider payout, VAT/tax treatment, target contribution and minimum floor |
| Channel prices | Standard retail, promo rules, white-label/partner price and LC redemption price |
| Publishing | WHMCS, Webi Luna website/store, partner portal, affiliate logic and sales/quoting AI |
| Review | Scheduled review of supplier cost drift, rework, support burden, promo results and actual contribution |
Recommended document role
This document should remain the readable management explanation of the commercial model. It should not become the live price database itself. Approved figures can later be maintained in a structured pricing source and displayed inside the internal staging domain.
13. Proposed commercial position
| Area | Working position |
|---|---|
| Brand | Webi Luna becomes the single customer-facing commercial brand. |
| Catalogue | WebiSage, Novo Design and new services are consolidated into one master service catalogue. |
| Pricing | Every service can have controlled internal, partner, retail, promo and LC price layers. |
| Recurring plans | R99 / R199 / R299 / R399 remain the current baseline pending finance validation of costs. |
| Website design | Permanent regular prices still require approval; R799 remains a promotional concept under review rather than an automatic permanent price. |
| White-label | Productised B2B service channel with confidential finance-approved pricing. |
| Partners | One programme for approved professional providers/resellers, with rules based on who brought the customer and who fulfils the work. |
| Affiliates | Simple referral programme using validated Luna Credit rewards; no private pricing or customer management. |
| Stores | Public regular/promo lane, restricted LC/exclusive lane and private partner pricing are kept commercially separate. |
| Finance objective | Make contribution and risk visible before prices are published or promotions are launched. |
Document statusThis is a strategic finance discussion document. Any prices marked “to be approved” remain intentionally open. After finance agrees the commercial rules and values, the document can be issued as Version 1.0 and the approved pricing data loaded into the live Webi Luna systems.