Revenue Operations & Product Packaging Guide¶
Parent doc: VELLOCITY_MEDIA_GROWTH_STRATEGY.md Created: 2026-03-30 Purpose: Define product line items, legal docs, billing architecture, service scoping, and source-of-truth systems
1. Product Types — QBO Line Items¶
Yes, define every sellable thing as a line item in QBO. This is how you track revenue by product type, generate clean P&Ls, and know exactly what's making money vs. what's noise.
Recommended QBO Product/Service Items¶
Category A: SaaS Subscriptions (Stripe = Source of Truth)¶
| QBO Item # | Name | Type | Price | Billing |
|---|---|---|---|---|
| SAAS-001 | GTM Starter — Monthly | Service | $149/mo | Recurring |
| SAAS-002 | GTM Starter — Annual | Service | $1,490/yr | Recurring |
| SAAS-003 | GTM Accelerate — Monthly | Service | $349/mo | Recurring |
| SAAS-004 | GTM Accelerate — Annual | Service | $3,490/yr | Recurring |
| SAAS-005 | GTM Command — Monthly | Service | $999/mo | Recurring |
| SAAS-006 | GTM Command — Annual | Service | $9,990/yr | Recurring |
| SAAS-007 | Enterprise — Custom Monthly | Service | Custom | Recurring |
| SAAS-008 | Enterprise — Custom Annual | Service | Custom | Recurring |
Category B: Professional Services (QBO = Source of Truth)¶
| QBO Item # | Name | Type | Price | Billing |
|---|---|---|---|---|
| SVC-001 | GTM Audit — Standard | Service | $2,500 | One-time |
| SVC-002 | GTM Audit — Comprehensive | Service | $5,000 | One-time |
| SVC-003 | Marketplace Listing Optimization | Service | $1,500-$3,000 | One-time |
| SVC-004 | Content Strategy Package (30-day) | Service | $3,000-$5,000 | One-time |
| SVC-005 | Co-Sell Strategy Workshop | Service | $1,500-$2,500 | One-time |
| SVC-006 | GTM Launch Package (Audit + Strategy + 90-day) | Service | $7,500-$10,000 | One-time |
| SVC-007 | Managed GTM Operations — Monthly Retainer | Service | $3,000-$5,000/mo | Recurring |
| SVC-008 | Marketplace Launch Program | Service | $15,000-$25,000 | Milestone |
Category C: AWS-Aligned Programs (QBO = Source of Truth)¶
| QBO Item # | Name | Type | Mapped to AWS Program | Price |
|---|---|---|---|---|
| AWS-001 | PRIME Readiness Assessment | Service | Seller Prime | $2,500 |
| AWS-002 | ISV Accelerate Readiness Package | Service | ISV Accelerate | $5,000 |
| AWS-003 | MDF Application Assistance | Service | Market Dev Funds | $1,500 + 10% of approved |
| AWS-004 | PoC Funding Application | Service | Proof of Concept | $1,000 + 10% of approved |
| AWS-005 | PLG Motion Setup & Optimization | Service | SaaS Free Trial / PLG | $3,500 |
| AWS-006 | Co-Sell Opportunity Coaching | Service | ACE Pipeline | $2,000/engagement |
| AWS-007 | Competency Application Support | Service | AWS Competency | $5,000-$10,000 |
Category D: Add-Ons & Credits (Stripe = Source of Truth)¶
| QBO Item # | Name | Type | Price |
|---|---|---|---|
| ADD-001 | AI Credit Top-Up — 100K | Service | $49 |
| ADD-002 | AI Credit Top-Up — 500K | Service | $199 |
| ADD-003 | Additional SEO Analysis Pack | Service | $99 |
2. Source of Truth Architecture¶
The Rule: Two Systems, Clear Boundaries¶
┌─────────────────────────────────────────────────────────────────┐
│ STRIPE (Software Revenue) │
│ │
│ ✅ Source of truth for: │
│ • SaaS subscriptions (all tiers) │
│ • Credit top-ups and add-ons │
│ • Free trial → paid conversions │
│ • Subscription lifecycle (upgrades, downgrades, churn) │
│ • Payment method management │
│ • Revenue recognition for software │
│ • Dunning and failed payment recovery │
│ │
│ Syncs TO QBO via: Stripe-QBO integration (auto-invoice) │
│ Direction: Stripe → QBO (one-way for software revenue) │
└─────────────────────────────────────────────────────────────────┘
┌─────────────────────────────────────────────────────────────────┐
│ QUICKBOOKS ONLINE (Everything Else) │
│ │
│ ✅ Source of truth for: │
│ • Professional services invoices │
│ • AWS-aligned program fees │
│ • Managed retainer billing │
│ • Expenses and COGS │
│ • Contractor payments │
│ • Tax reporting and 1099s │
│ • Total P&L (software + services combined) │
│ • Balance sheet and cash position │
│ │
│ Receives FROM Stripe: auto-synced software invoices │
│ Owns: all non-software revenue, all expenses │
└─────────────────────────────────────────────────────────────────┘
┌─────────────────────────────────────────────────────────────────┐
│ AWS MARKETPLACE (Future) │
│ │
│ When live on Marketplace: │
│ • AWS handles billing for Marketplace-sourced subscriptions │
│ • AWS disburses to your bank (separate from Stripe) │
│ • Track in QBO as a separate revenue source/class │
│ • Reconcile monthly: Stripe + AWS Marketplace → QBO │
└─────────────────────────────────────────────────────────────────┘
QBO Classes for Revenue Tracking¶
| Class | What It Tracks | Source |
|---|---|---|
Software — Direct |
SaaS subscriptions via Stripe | Stripe sync |
Software — Marketplace |
SaaS via AWS Marketplace | AWS disbursement |
Services — Audit |
GTM audits, listing reviews | QBO invoice |
Services — Strategy |
Content strategy, launch packages | QBO invoice |
Services — Managed |
Monthly retainers | QBO recurring invoice |
Services — AWS Programs |
PRIME, MDF, PoC, Competency work | QBO invoice |
Media — Sponsorship |
Future: podcast/YouTube sponsors | QBO invoice |
Why this matters: When you run a P&L by class, you instantly see which revenue streams are growing, which have the best margins, and where to double down. This is the data that informs every strategy decision.
3. Legal Documents & Contract Stack¶
What You Need (In Priority Order)¶
| Document | Purpose | Tool | Priority |
|---|---|---|---|
| EULA / Terms of Service | Governs SaaS platform access | Website + in-app acceptance | P0 — Before first customer |
| Privacy Policy | Data handling, GDPR/CCPA compliance | Website | P0 — Before first customer |
| Services Agreement (MSA) | Governs professional services engagements | DocuSign | P0 — Before first services deal |
| Statement of Work (SOW) Template | Scopes specific service engagements under MSA | DocuSign | P0 — Paired with MSA |
| Data Processing Agreement (DPA) | Required by enterprise customers for AI/data | DocuSign | P1 — Before enterprise deals |
| NDA (Mutual) | Pre-sales conversations with sensitive data | DocuSign | P1 — Before enterprise demos |
| Acceptable Use Policy | AI usage guardrails, prohibited uses | Website | P1 — Protects you from misuse |
| SLA | Uptime and support guarantees (Command/Enterprise) | DocuSign (attachment to MSA) | P2 — When you have SLA tiers |
| Reseller/Channel Agreement | If/when you sell through partners | DocuSign | P3 — Future |
EULA Essentials (Standard SaaS)¶
Your EULA should cover at minimum:
1. LICENSE GRANT
- Non-exclusive, non-transferable, subscription-based
- Per-team (not per-seat) — matches your pricing model
- Territory: worldwide (unless restricted)
2. AI-GENERATED CONTENT OWNERSHIP
- CRITICAL: User owns all content generated through the platform
- Vell retains no rights to user-generated outputs
- Vell may use anonymized/aggregated data for platform improvement
(with opt-out per your existing data privacy controls)
3. CREDIT SYSTEM
- Credits are non-refundable, non-transferable
- Unused credits expire per plan terms
- Overages: service pauses (not overage billing) — simpler to enforce
4. DATA & PRIVACY
- Reference Privacy Policy and DPA
- Describe AI model training opt-out (already built)
- Data retention and deletion rights
5. LIMITATION OF LIABILITY
- Standard SaaS: liability capped at 12 months of fees paid
- No liability for AI output accuracy (generated content is suggestions)
6. TERMINATION
- Monthly: cancel anytime, effective end of billing period
- Annual: no refund for remaining term (standard SaaS practice)
- Data export: 30-day window post-termination
7. GOVERNING LAW
- Pick your state (where you're incorporated)
- Arbitration clause (avoids expensive litigation)
Recommendation: Use a SaaS-specialized attorney for EULA v1. Budget $2,000-$4,000. Don't DIY this — it protects your entire business. After v1, you can iterate.
DocuSign Package for Services¶
Set up a DocuSign workflow for services deals:
SERVICES DEAL FLOW:
━━━━━━━━━━━━━━━━━━
1. Discovery call → qualify the lead
2. Send MSA + SOW via DocuSign (both sign)
3. Invoice via QBO (50% upfront for engagements > $5K)
4. Deliver the work (within capped timeframe)
5. Final invoice via QBO (remaining 50%)
6. Transition to SaaS platform (if applicable)
DOCUSIGN TEMPLATES TO CREATE:
• MSA (sign once, covers all future SOWs)
• SOW — GTM Audit
• SOW — Content Strategy Package
• SOW — GTM Launch Package
• SOW — Managed GTM Retainer
• SOW — AWS Program Assistance
• NDA (Mutual)
4. Service Scoping — Anti-Augmented-Staffing Rules¶
This is the most important section. Without boundaries, every audit becomes a 3-month engagement and you become a $150/hr contractor instead of a $10K/yr platform.
The Golden Rules¶
┌──────────────────────────────────────────────────────────────────┐
│ SERVICE SCOPING PRINCIPLES │
│ │
│ 1. EVERY engagement has a FIXED deliverable, not a time block │
│ 2. EVERY engagement has a HARD end date │
│ 3. EVERY engagement ends with a platform handoff │
│ 4. You sell OUTCOMES, not hours │
│ 5. If they need ongoing help → that's a managed retainer (SVC-007)│
│ 6. If retainer exceeds 10 hrs/week → they need to hire, not you │
└──────────────────────────────────────────────────────────────────┘
Service Time Caps & Deliverables¶
| Service | Max Duration | Deliverable | What It's NOT |
|---|---|---|---|
| GTM Audit — Standard | 5 business days | Written audit report (15-25 pages) with prioritized recommendations | Not ongoing advisory. Not implementation. |
| GTM Audit — Comprehensive | 10 business days | Audit report + competitive analysis + 90-day action plan | Not "call me whenever." Not execution. |
| Listing Optimization | 5 business days | Optimized listing copy, A/B test variants, SEO recommendations | Not ongoing listing management. Not monitoring. |
| Content Strategy Package | 10 business days | 30-day content calendar + 5 sample pieces + distribution plan | Not content creation beyond samples. Not ghostwriting. |
| Co-Sell Workshop | 1 day (2-3 hours live + prep) | Workshop recording + partner scorecard + co-sell playbook | Not partner outreach. Not relationship management. |
| GTM Launch Package | 15 business days | Audit + strategy + 90-day plan + platform setup + training session | Not ongoing GTM execution. The plan, not the doing. |
| AWS Program Assistance | 10 business days per application | Completed application draft + supporting documentation | Not follow-up with AWS. Not program management. |
The "Bridge to Platform" Clause¶
Every SOW includes this language:
"Upon delivery of the final deliverable, Client will receive complimentary access to the Vellocity GTM Platform (Accelerate tier, 30-day trial) to execute the recommendations in this report. Implementation support beyond this engagement is available via Vellocity's managed GTM retainer service or self-serve through the platform."
This is the conversion mechanism. The service proves the value. The platform operationalizes it. Every services engagement is a top-of-funnel motion for SaaS.
Managed Retainer Guardrails (SVC-007)¶
If a client wants ongoing help, the retainer is structured to prevent scope creep:
| Element | Guardrail |
|---|---|
| Hours/month | 10-20 hours max (not 40 — that's a job) |
| Scope | Defined monthly: "This month we focus on X" |
| Deliverables | 2-4 named deliverables per month |
| Meetings | 2 per month max (30 min each) |
| Async | Loom updates, email — no Slack channel access |
| Duration | 3-month minimum, month-to-month after |
| Exit clause | 30-day notice from either side |
| Price | $3,000-$5,000/mo (not hourly — protects your time) |
| Escalation | "If you need more than 20 hrs/month, we should discuss hiring a fractional partner marketer" |
5. AWS Program Alignment — Product Mapping¶
How Services Map to AWS Funding Programs¶
AWS PROGRAM → YOUR PRODUCT → REVENUE PATH
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Seller Prime ──→ PRIME Readiness Assessment (AWS-001)
└→ Platform subscription (listing optimization features)
└→ Revenue: $2,500 service + $3,490+/yr SaaS
ISV Accelerate ──→ ISV Accelerate Readiness Package (AWS-002)
└→ Includes platform setup + ACE integration config
└→ Revenue: $5,000 service + $9,990+/yr SaaS
MDF (Market Dev Funds) ──→ MDF Application Assistance (AWS-003)
└→ You help them APPLY for MDF
└→ If approved, they can USE MDF to pay for your platform
└→ Revenue: $1,500 service + 10% of approved MDF
└→ PLUS: MDF can fund their Vellocity subscription
PoC Funding ──→ PoC Application (AWS-004)
└→ Help them structure a proof-of-concept with their end customer
└→ Revenue: $1,000 service + 10% of approved funding
PLG / SaaS Free Trial ──→ PLG Motion Setup (AWS-005)
└→ Optimize their free trial → paid conversion
└→ Revenue: $3,500 service + platform subscription
ACE Pipeline ──→ Co-Sell Opportunity Coaching (AWS-006)
└→ Help them submit and manage ACE opportunities
└→ Revenue: $2,000/engagement + platform (co-sell features)
AWS Competency ──→ Competency Application Support (AWS-007)
└→ Help them document and apply for competency designation
└→ Revenue: $5,000-$10,000 + platform for ongoing compliance
The MDF Flywheel (This Is Key)¶
ISV Partner applies for AWS MDF
→ You help them write the application (AWS-003: $1,500)
→ AWS approves $10K-$50K in MDF
→ Partner uses MDF to fund GTM campaigns
→ GTM campaigns run through Vellocity platform
→ Partner pays for platform with MDF dollars
→ You get paid TWICE: service fee + platform subscription
→ Partner's campaigns generate pipeline
→ Pipeline proves ROI → MDF renewal next quarter
→ REPEAT
MDF is the unlock. It solves the "I don't have budget for a GTM tool" objection because AWS is literally funding it. Your service (AWS-003) is the entry point to this flywheel.
6. Audit Productization — Build In-House vs. Manual¶
Should Audits Be Built Into the Platform?¶
Yes, but in phases.
| Phase | What | How | Why |
|---|---|---|---|
| Now | Deliver audits manually | You + Google Docs/Notion + your expertise | Validates the audit framework, generates revenue, informs product |
| Q2-Q3 | Templatize in platform | Build audit checklists and scoring into Vellocity | Reduces your delivery time from 5 days to 2 days |
| Q3-Q4 | Self-serve audit | Partner runs their own GTM audit via the platform | Becomes a PLG acquisition tool (free audit → paid platform) |
| Year 2 | Continuous monitoring | Platform auto-audits and alerts on issues | Retention feature — "your listing SEO dropped 15% this month" |
Why Manual First¶
- You learn what customers actually care about in the audit (not what you assume)
- You discover the scoring criteria that matter through 10-20 manual audits
- You build case studies ("We audited 50 ISV listings — here's what we found")
- Manual audits → content (every audit is a potential YouTube teardown, anonymized)
- Revenue from day 1 — no development time before earning
The Self-Serve Audit as PLG Engine¶
FUTURE STATE:
━━━━━━━━━━━━
Visitor lands on vell.ai
→ "Free GTM Audit" CTA (no credit card)
→ Enter your AWS Marketplace listing URL
→ Platform crawls listing, scores it across 12 dimensions
→ Instant report: "Your listing scores 47/100"
→ "Upgrade to see recommendations" → Starter plan
→ "Want expert help?" → GTM Audit service (SVC-001)
This is the HubSpot Website Grader playbook — adapted for marketplace listings.
7. Implementation Checklist¶
Before First Dollar¶
- Register QBO product/service items (all Categories A-D above)
- Set up QBO classes for revenue tracking
- Configure Stripe ↔ QBO sync (use Stripe's native QBO integration)
- Create EULA v1 (attorney — budget $2,000-$4,000)
- Create Privacy Policy v1 (attorney or vetted template)
- Create MSA template in DocuSign
- Create SOW templates in DocuSign (start with Audit + Strategy)
- Create mutual NDA template in DocuSign
- Set up DocuSign workflow (MSA → SOW → auto-reminder)
Before First Services Deal¶
- Define service delivery process (intake → delivery → handoff)
- Create audit report template (branded, 15-25 pages)
- Create content strategy deliverable template
- Set up project tracking (Notion or simple spreadsheet — don't over-tool)
- Write the "Bridge to Platform" trial provisioning process
- Define the 50/50 payment terms in QBO invoice template
Before Scaling Services¶
- Productize audit into platform (self-serve scoring)
- Build SOW generator inside platform (client enters scope → SOW auto-drafts)
- Create case study template from completed engagements
- Evaluate hiring first delivery contractor (when retainers > 3 concurrent)