{
  "$schema": "https://forward.example/schemas/catalog.v2.json",
  "name": "Forward",
  "tagline": "Get customers, not software. Pay only for verified results.",
  "version": "2026-06-08",
  "currency": "usd",
  "pricing_model": "pay_per_result",
  "guarantee": "You only pay for results that pass YOUR acceptance criteria. Missed SLA = the engagement is free. Failed verification = never billed. Charges are itemized, idempotent, reversible.",
  "pricing_formula": "unit_price = round(base_price_usd * difficulty_multiplier * volume_multiplier); total = unit_price * volume",
  "difficulty_levels": {
    "standard": "Common ICP, broad TAM, reachable contacts.",
    "hard": "Narrow seniority/industry, gated buyers, tighter TAM.",
    "elite": "Very narrow ICP, hard-to-reach titles, small TAM."
  },
  "billing": {
    "rails": [
      "stripe_acp"
    ],
    "principles": [
      "no_charge_without_verified_result",
      "itemized_per_result_id",
      "idempotent",
      "reversible_on_acceptance_failure",
      "hard_budget_cap"
    ]
  },
  "products": [
    {
      "id": "leads",
      "name": "Forward Leads",
      "tier": "entry",
      "result_unit": "qualified_lead",
      "summary": "A qualified, ICP-matched, verified lead — deliverable contact, de-duped, suppression-checked.",
      "definition": "One verified decision-maker contact that matches your ideal customer profile — name, role, company, plus a deliverable email and/or phone, with provenance.",
      "you_pay_when": "the contact matches every ICP filter, the email/phone is verified deliverable (not catch-all or disposable), it is not a duplicate, and it is not on your suppression list.",
      "price_rationale": "A verified, ICP-matched contact (enriched email/phone, de-duped, suppression-checked). Data providers charge $1–10 for a contact; pay-per-qualified-lead services charge $50–500. Forward sits in between at $10 for a verified, targeted contact — costs us ~$2.50.",
      "base_price_usd": 10,
      "difficulty_multiplier": {
        "standard": 1,
        "hard": 1.6,
        "elite": 2.4
      },
      "volume_breakpoints": [
        {
          "min": 1,
          "max": 49,
          "multiplier": 1,
          "label": "1–49"
        },
        {
          "min": 50,
          "max": 199,
          "multiplier": 0.9,
          "label": "50–199"
        },
        {
          "min": 200,
          "max": 499,
          "multiplier": 0.8,
          "label": "200–499"
        },
        {
          "min": 500,
          "max": null,
          "multiplier": 0.7,
          "label": "500+"
        }
      ],
      "alt_cost_usd": 40,
      "alt_cost_label": "loaded SDR / list-vendor cost per qualified lead",
      "eta_days": "3-10",
      "sla": {
        "first_result_days": 7,
        "promise": "First verified lead within 7 days or the engagement is free — and since you only pay for verified results, a missed SLA costs you $0 automatically."
      },
      "acceptance": [
        "matches every ICP filter in the brief",
        "email and/or phone verified (deliverable, not catch-all or disposable)",
        "not a duplicate of a previously delivered lead",
        "not on the account suppression or existing-customer list"
      ],
      "stripe": {
        "product_id": "prod_UgTW8hJR0CFSGU",
        "price_id": "price_1Th6ZFBG2a0VKSbIjtHVh8jJ"
      }
    },
    {
      "id": "meetings",
      "name": "Forward Meetings",
      "tier": "premium",
      "result_unit": "held_meeting",
      "summary": "A sales meeting booked and held on your calendar with an ICP-matched attendee.",
      "definition": "A sales meeting with an ICP-matched decision-maker, booked on your connected calendar and actually held (attended).",
      "you_pay_when": "the event is confirmed on your calendar, the attendee matches your ICP, and the meeting is marked held — no-shows are never billed and are re-attempted.",
      "price_rationale": "Pay-per-appointment runs $75–500 per booked meeting (mid-market demos $150–400; senior execs higher; qualified-meeting averages $550–1,700). Forward delivers a held meeting for $250 — at the value end of the market, ~$20 cost.",
      "base_price_usd": 250,
      "difficulty_multiplier": {
        "standard": 1,
        "hard": 1.5,
        "elite": 2.2
      },
      "volume_breakpoints": [
        {
          "min": 1,
          "max": 9,
          "multiplier": 1,
          "label": "1–9"
        },
        {
          "min": 10,
          "max": 24,
          "multiplier": 0.92,
          "label": "10–24"
        },
        {
          "min": 25,
          "max": 49,
          "multiplier": 0.85,
          "label": "25–49"
        },
        {
          "min": 50,
          "max": null,
          "multiplier": 0.78,
          "label": "50+"
        }
      ],
      "alt_cost_usd": 500,
      "alt_cost_label": "loaded SDR / agency cost per held meeting",
      "eta_days": "14-30",
      "sla": {
        "first_result_days": 14,
        "promise": "First held meeting within 14 days or the engagement is free — no-shows are never billed either way."
      },
      "acceptance": [
        "confirmed event on the connected calendar",
        "attendee matches the ICP",
        "marked held (attended), not a no-show, after the event time"
      ],
      "stripe": {
        "product_id": "prod_UgTWKBy52b2TS4",
        "price_id": "price_1Th6ZFBG2a0VKSbI7ijAXhW1"
      }
    },
    {
      "id": "content",
      "name": "Forward Content",
      "tier": "engine",
      "result_unit": "published_asset",
      "summary": "A published, performance-tracked asset that meets an agreed quality and visibility floor.",
      "definition": "A published, SEO-optimized marketing asset (≈1,200–2,000 words — article, comparison, or landing page), researched, written, edited, and live on your site.",
      "you_pay_when": "the asset is live at a public URL, passes originality and quality checks (on-brand, factual), is indexable, and targets the agreed keyword.",
      "price_rationale": "A 1,500-word published SEO article runs $150–600 from freelancers and $300–750+ from agencies (≈$0.20–0.50/word). Forward produces the same researched, written, edited, published asset for ~$36 cost. $200 is squarely mid-market — a quality finished asset, not a $50 mill blurb and not a $750 agency invoice.",
      "base_price_usd": 200,
      "difficulty_multiplier": {
        "standard": 1,
        "hard": 1.5,
        "elite": 2
      },
      "volume_breakpoints": [
        {
          "min": 1,
          "max": 4,
          "multiplier": 1,
          "label": "1–4"
        },
        {
          "min": 5,
          "max": 9,
          "multiplier": 0.9,
          "label": "5–9"
        },
        {
          "min": 10,
          "max": null,
          "multiplier": 0.82,
          "label": "10+"
        }
      ],
      "alt_cost_usd": 600,
      "alt_cost_label": "agency cost per researched SEO asset",
      "eta_days": "5-12",
      "sla": {
        "first_result_days": 3,
        "promise": "First published asset live within 3 days or the engagement is free."
      },
      "acceptance": [
        "live at a public URL",
        "passes originality and quality checks (on-brand, factual)",
        "meets the agreed performance floor (indexable, targets the agreed keyword)"
      ],
      "stripe": {
        "product_id": "prod_UgTWL9ZdV3SUwt",
        "price_id": "price_1Th6ZGBG2a0VKSbIWfVCM6n8"
      }
    },
    {
      "id": "campaigns",
      "name": "Forward Campaigns",
      "tier": "scale",
      "result_unit": "verified_conversion",
      "summary": "A managed multi-channel campaign billed per verified conversion. Media passed through at cost.",
      "definition": "A managed multi-channel paid campaign (search / social / display) run end to end, billed per verified conversion. Ad and media spend is passed through to you at cost.",
      "you_pay_when": "media spend is reconciled to platform reports and a conversion is verified against your definition — you pay the per-conversion fee only, never per impression or per hour.",
      "price_rationale": "Agency managed CPA plus fees runs ~$120–250 per conversion. Forward charges a $50 per-verified-conversion fee with media passed through at cost — you keep the difference.",
      "base_price_usd": 50,
      "difficulty_multiplier": {
        "standard": 1,
        "hard": 1.4,
        "elite": 1.9
      },
      "volume_breakpoints": [
        {
          "min": 1,
          "max": 99,
          "multiplier": 1,
          "label": "1–99"
        },
        {
          "min": 100,
          "max": 499,
          "multiplier": 0.9,
          "label": "100–499"
        },
        {
          "min": 500,
          "max": null,
          "multiplier": 0.8,
          "label": "500+"
        }
      ],
      "alt_cost_usd": 150,
      "alt_cost_label": "agency-managed blended CPA + management fee",
      "eta_days": "14-30",
      "sla": {
        "first_result_days": 14,
        "promise": "First verified conversion within 14 days or the engagement is free — you never pay per impression or hour regardless."
      },
      "note": "Fee shown is the Forward fee per verified conversion; ad/media spend is passed through at cost.",
      "acceptance": [
        "media spend reconciled against platform reports",
        "conversions verified against the client definition",
        "billed per verified conversion only; never per impression or hour"
      ],
      "stripe": {
        "product_id": "prod_UgTWL5epdhSCuJ",
        "price_id": "price_1Th6ZGBG2a0VKSbIoRWQKIKd"
      }
    }
  ],
  "endpoints": {
    "catalog": "/api/v1/catalog",
    "keys": "/api/v1/keys",
    "brief": "/api/v1/brief",
    "quote": "/api/v1/quote",
    "checkout": "/api/v1/checkout",
    "engagement": "/api/v1/engagements/{engagement_id}",
    "results": "/api/v1/engagements/{engagement_id}/results"
  },
  "discovery": {
    "mcp_remote": "https://getforward.xyz/mcp",
    "llms_txt": "/llms.txt",
    "llms_full_txt": "/llms-full.txt",
    "agent_manifest": "/.well-known/agent.json",
    "plugin_manifest": "/.well-known/ai-plugin.json",
    "mcp_descriptor": "/.well-known/mcp.json",
    "openapi": "/openapi.yaml"
  },
  "credits_topup_stripe": {
    "product_id": "prod_UgTWFdzCRrLbeC",
    "price_id": "price_1Th6ZHBG2a0VKSbIyS1GQCT6",
    "unit_usd": 25
  },
  "stripe_publishable_key": "pk_live_51T6xNGBG2a0VKSbIu1R5Or3NOjgoDjLIG8dbxLb7mLv8PkPj1heoejOhUh5wTeLvXyNn2owrU6oUvVWqajeWxzm900nErdJGto"
}