Awario Mention-Volume Margin Curve

Awario prices by mention capacity, not seats or clients: Starter at $49/mo ($29 annual) covers 30,000 new mentions, Pro at $149/mo ($89 annual) covers 300,000, and Enterprise at $399/mo ($249 annual) covers 100 topics. That means an agency's gross margin on a monitoring retainer depends on which client industries it signs. A local service client with a narrow brand name fits comfortably inside Starter, so a $630/mo Local Brand Watch offer carries healthy margin. A client in a high-volume category (retail, politics, consumer apps) can exhaust 30,000 mentions in days, forcing an upgrade that erases the retainer's profit. Before quoting, run a two-week trial topic per prospect and count new mentions monthly. Place each prospect on the curve: below 30,000 stays on Starter, 30,000 to 300,000 needs Pro pricing baked into the retainer, and anything higher requires Enterprise or a volume clause in the contract. Retention then rests on report value, since clients can self-serve the same tiers.