What the sending stack costs at each volume on Resend paid vs AWS SES direct, what that volume produces through our funnel, and the comps that set our prices. Not the investor deck: this one is for us to argue with.
| Provider | Cost a month at 3,000 / 10,000 / 50,000 / 100,000 / 300,000 | What you get | Cold outreach |
|---|---|---|---|
| Resend | $0 / $20 / $20 / $90 / $270 | Free 3,000/mo and 100/day. Pro $20 for 50,000 with no daily cap. Scale $90 for 100,000. Overage $0.90/1,000. Dedicated IP $30/mo. | marketing permitted marketing mail is a supported use case (its AUP page is client-rendered and could not be read) |
| AWS SES (direct) | $0.3 / $1 / $5 / $10 / $30 | $0.10 per 1,000 a la carte. Sandbox 200/day and 1/sec until production access is granted. Dedicated IP $24.95/mo. | cold outreach not allowed AUP bans unsolicited mass email; Service Terms 15.4 allow suspension |
| Oracle OCI Email Delivery | $0 / $0.6 / $4 / $8.25 / $25.25 | First 3,000 emails a month free, then $0.085/1,000. Free-trial accounts 200/day; enterprise accounts 50,000/day. | marketing permitted no cold-outreach permission stated; SPF + DKIM required for limit increases |
| Mailboxes we own (Hostinger) | $3.99 / $15.96 / $67.83 / $135.66 / $399 | One mailbox per plan; $0.39-$1.99 promo, $2.99-$5.99 list. Uses ~100 sends a mailbox a day, which is the published ceiling for a warmed mailbox. | cold outreach not allowed terms ban unsolicited commercial or bulk messages |
| Emails a month | Replies | Interested | Drafts built | Paying clients | New MRR | Review labour |
|---|---|---|---|---|---|---|
| 3,000 | 63 | 21 | 4.3 | 0.8 | $154 | $44 |
| 10,000 | 209 | 71 | 14 | 2.6 | $515 | $148 |
| 50,000 | 1,045 | 355 | 71 | 13 | $2,574 | $740 |
| 100,000 | 2,090 | 711 | 142 | 26 | $5,147 | $1,480 |
| 300,000 | 6,270 | 2,132 | 426 | 78 | $15,442 | $4,441 |
Base scenario: 2.09% reply, 34% of replies interested, 20% of those claim the site, 18.2% of claims convert to a plan, $199 a month. Review labour at 25 minutes a draft and $25 an hour.
The business is the labour, not the sending. That is a direct consequence of removing the 25 dollar preview: every interested practice now costs a build with nothing collected, so the honest lever is making a draft cheaper to produce, not shopping for postage.
| Who | Published price | Note |
|---|---|---|
| Wix | Free tier, then $17.77 / $29.77 / $39.77 / $159.77 a month, prepaid yearly | No setup fee; free plan requires no card |
| Durable (AI builder) | Free, then $25/mo Launch, $49/mo Grow; $22 / $41 on annual | Free custom domain with any subscription |
| Hostinger website builder | $2.99/mo on a 48-month prepay (renews $10.99) | The floor of the market, bought with term length |
| Thryv (SMB platform) | $255 / $299 / $646 / $881 / $1,475 a month bundles | $250 one-time onboarding fee, 6-month initial term |
| LassoMD (dental agency) | $750 / $1,250 / $1,500 / $2,000 a month, website included | No build fee published; add-ons priced monthly |
| ProSites (dental) | Not published - quote only | Price hidden behind a call, the norm among large dental vendors |
| Rosemont Media (dental) | Build $3,500-$30,000+, then $1,000-$2,000/mo content | 2026 dental default is still a big one-off build |
| Webyking (dental analysis) | Leased sites $50-$500 a month; one-off $3,200-$17,500 | Both models coexist; maintenance 10-20% of build a year |
| ADA guidance | Basic customised about $6,000; high end to $25,000 | Frames a site as a capital purchase |
| GoDaddy 10-K FY2025 | n/a - retention: about 85% a year, 90% beyond three years | The cited basis for churn in the model |
Our $199 a month sits inside the leased-dental band (50 to 500 a month) and far below the dental agencies (750 to 2,000 a month with the site included). Thryv, the closest large analogue, charges a 250 dollar onboarding fee and a six-month minimum: if we want a commitment signal, the plan is the market-normal place to put it, not the preview.
| Input | Value | Where it comes from |
|---|---|---|
| Reply rate | 2.09% | Sales.co, replies per unique contact. Woodpecker's platform median is 1.5%. |
| Interested share of replies | 34% | Sales.co, human replies only. Against all replies it is 14.1%, which is the conservative case. |
| Interested to claimed | 20% | Our assumption. Research found no published figure for this step. |
| Claimed to paid | 18.2% | First Page Sage, opt-in trial to paid. Requiring a card converts at 48.8% but starts far fewer trials. |
| Review labour a draft | 25 min | Our assumption, priced at 25 dollars an hour. This is the dominant cost line in the model. |
| Monthly churn | 1.25% | Derived from GoDaddy's FY2025 10-K: about 85% annual retention. |
| Payment fees | 2.9% + 30c | Stripe published US card pricing. |