If you happen to have visited the WhatDoTheyKnowPro page recently, you might have noticed that we’ve changed from offering free beta testers’ accounts to rolling out the payment interface.
Yes, we’ve launched! But not with a bang: having quietly introduced the payment option, we wanted to wait for a while and check that there were no issues before making a public announcement. Consider this that public announcement.
Just a reminder at this stage, in case you haven’t followed along with previous blog posts: WhatDoTheyKnowPro is a Freedom of Information toolkit which provides extra help with sending and organising requests. It’s designed to provide extra functionality for journalists and other people who use FOI in their jobs; if you’re a standard user of WhatDoTheyKnow, there’s nothing to pay and there never will be. We’ll always keep the site, and all its current functionality, free for everyone.
The question of price
Launching WhatDoTheyKnowPro provoked an interesting debate on where to position it, pricewise.
It’s not that we’ve never put a price on any of our services before: mySociety is a social enterprise, and we charge for some use of our APIs; our council clients pay us for FixMyStreet Pro; you can buy transit-time maps on Mapumental. These sources of income are just part of what help us to provide our core citizen-facing services for free.
And we’re hardly trailblazers in that respect: in fact, it was fascinating to read the Knight Foundation’s recent report Scaling Civic Tech and see how common it is in our sector to rely on a variety of revenue streams, from user donations to philanthropic grants, to paid-for services.
But while we may have experience in charging for our services, it’s definitely the first time we’ve had to price up a Freedom of Information toolkit for journalists and professionals!
What’s it worth?
We were effectively in the position of many an enterprise startup: with a market proposition that doesn’t exist in this exact form anywhere else. How do you know how to price something in those circumstances? Set it too low and you could miss out on important revenue; too high and you’ll alienate potential customers, many of whom are freelance journalists paying for their work tools out of their own pockets.
Still, this project has been a process of tackling problems and questions thoughtfully — from deciding which features to include in this initial version, to debating how to encourage journalists to link back to the news stories they’ve created once they’re live. Perhaps we could bring the same approach to pricing.
Ask the experts
Fortunately, with over 100 beta testers, we had a pool of users who knew the service well enough to be able to give an expert opinion on how much value it was bringing them. Sending out a survey brought some very useful responses, not to mention feedback about what our beta users liked and what they’d appreciate in future roll-outs.
That said, we’re well aware of research indicating that people are not always experts on what they are actually willing to pay.
And of course, it makes sense that different people will attach different values to a service, depending not only on their own finances but, in this case all sorts of other factors such as how frequently they use FOI and how accustomed they are to paying for technology.
Faced with responses to the survey that ranged between a suggested price of £1.00 a month to £50.00, that was, in some strange sense, reassuring to know.
To be fair, those were the extremes. There was a good consensus in the middle and that helped us decide on an introductory price of £10 a month. We’ll assess this after a few months to see whether it’s bringing the number of sign-ups we expect.
Open for business
If you’re a journalist or someone who uses FOI in your work, you can now go and give WhatDoTheyKnowPro a go! We hope you’ll let us know how you find it.
Image: Sven Scheuermeier (Unsplash)