7. What's Missing: The Gap Between Built and Paid, Renewed, Referred

Assumption: nothing is built yet. So these are gaps between the plan and a business.

7.1 Gaps to pay

Gap	Why it blocks payment	Fix
Two buyers, no choice	Agencies and stores need different pricing, messaging and product.	Agencies first. Stores only as leads for agencies.
No pricing	Undefined, and the self-serve ceiling is $25–29/month.	Studio €99/mo (10 sites), Agency €249/mo (40 sites), Agency Plus €499/mo (120 sites, scripted checkout journeys, API). Direct business €79/mo per site. Annual: 2 months free. Validate with the first 5 agencies.
The scan is the pitch	A scan is free elsewhere.	Lead with the evidence file, country-specific statement and white-label client report. Show the scan as the input, not the product.
No local language or credibility	EU agencies buy from people who understand their law and speak their language.	Advisor with credentials, reports and statements in the market language, EU hosting, a DPA.
No quantified value promise	"Stay compliant" is both false and a liability.	"Your client's top 10 fixes, a current statement, and a dated record of everything done, every month, under your brand." Measure issues cleared and time to fix.

Gap	Fix
One-off job (scan, fix, cancel)	Anchor on monthly events: regression alerts after site changes, the monthly white-label report the agency bills for, quarterly manual checks, statement review dates.
No switching cost	The evidence file accumulates. Leaving means losing the dated history of scans, checks, fixes and statement versions for every client.
Enforcement news fades	Sell the agency's recurring care-plan revenue, not the fear. Publish the monthly enforcement tracker so the topic stays current.
Score fatigue	No single score. Show "fixed this month", "new this month" and "not tested automatically".
Agency has one client on it	Onboarding goal: 5+ client sites connected in the first 30 days. Price tiers by site count to reward expansion.

Gap	Fix
Nothing visibly shareable	Free prospect scan the agency sends to leads, with a small "powered by" link (removable on the top plan).
No agency community	A monthly call for agency customers: enforcement news, one fix pattern, one sales tip.
No referral economics	One month free per referred paying agency. Partner-auditor referrals both ways.
No public data	Quarterly "state of accessibility" index for one market's e-commerce sites (aggregated, anonymised).

Missing entirely from the idea. There's no plan for how the first 20 agencies arrive.
Channels that fit limited hours:
- platform partner directories (Shopify Partners, WooCommerce and WordPress agency lists, Shopware partners) for outbound lists;
- local-language content: the enforcement tracker and "how to fix X in WooCommerce/Shopify" posts;
- WordPress and e-commerce meetups in the chosen market;
- auditor partners who refer agencies that need monitoring after an audit.
Channels that burn cash: broad paid ads on "EAA compliance" keywords (overlay vendors outbid you, and the clicks come from exempt shops).

Current: "EAA monitoring". Implies compliance, and sounds like every overlay ad.
Better (example): "Accessibility reporting for agencies: monitoring, fix lists, statements and an evidence file for every client, under your brand. No overlays. No false promises."

Founder-led calls for the first 20 agencies, then self-serve trial plus an onboarding call for Agency plans.
Light sales for Agency Plus only.

Area	Requirement
Claims policy	Banned words: "compliant", "compliance guaranteed", "certified", "EAA-ready", "100% accessible", "avoid fines". Allowed: "monitors automatically testable WCAG criteria", "evidence of accessibility work", "helps you prioritise fixes". Reviewed by an EU lawyer. Background: the FTC order against accessiBe (US), and EU unfair-commercial-practice rules on misleading claims.
Report disclaimer	Page 1 of every report: what was tested, what was not, the share of WCAG criteria automation can cover, and "this is not a legal opinion or a conformance certificate".
Terms of service	Limitation of liability, no warranty of conformance, customer responsible for remediation and legal position. Lawyer-drafted.
Insurance	Professional indemnity (E&O) cover before the first paying customer. Premium not verified. Get a quote.
GDPR	You're a processor for agency and client data. Provide a DPA, EU hosting and a sub-processor list. Scans can capture personal data on pages behind login, so minimise it and don't store page screenshots longer than needed.
Scanning etiquette	Scan only sites the customer authorises. Respect rate limits. Identify your crawler.
Stored credentials (scripted journeys)	Encrypt them, scope them to test accounts, never use live payment cards.
No legal advice	Exemption questions, disproportionate-burden claims and replies to authorities or warning letters go to lawyers.

Not provided. For this wedge you need, at minimum:
- one developer comfortable with Playwright, queues and PDF generation;
- one accessibility professional (advisor or partner);
- someone who can sell in the market language.
Without the second and third, trust and distribution stall.

Minimum set:

Activation: an agency connects 3+ client sites and sends its first client report within 14 days.
Client sites per agency account.
Issues cleared per site per month.
Evidence file exports.
Manual checklists completed.
M1 and M3 logo retention, net revenue retention.
Share of new accounts from referral or the prospect-scan loop.