tweakidea 0.1.0

package/skills/ti-scoring/dimensions/willingness-to-pay.md

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+# Willingness to Pay
+
+**Weight:** 12%
+**Core Question:** Will people actually pay to solve this?
+
+## Signal Table
+
+### B2B Signals
+- [ ] Quantifiable ROI ("saves X hours/week", "reduces Y% cost")
+- [ ] Budget already exists for this category
+- [ ] Decision maker has authority to buy
+- [ ] Current spend on inferior alternatives
+- [ ] Pain is tied to revenue/cost/compliance
+
+### B2C Signals
+- [ ] Already paying for partial solutions
+- [ ] High emotional investment in outcome
+- [ ] Status/identity attached to solution
+- [ ] Time savings for high-value activities
+- [ ] Strong network effects drive adoption
+
+### Red Flags
+- "I'd definitely use it if it were free"
+- Budget requires multiple approvals
+- Problem affects low-value activities
+- Strong free alternatives exist
+
+## Scoring Rubric
+
+### Score 5 (Strong Willingness to Pay)
+- [ ] Evidence of quantifiable ROI that customers can articulate (specific hours saved, cost reduced, or revenue gained)
+- [ ] Evidence of existing budget allocation or current spend on inferior alternatives to this problem
+- [ ] Decision maker with authority to buy has been identified and is accessible
+
+### Score 4 (Good Willingness to Pay)
+- [ ] Evidence that the problem is tied to revenue, cost reduction, or compliance (not just convenience)
+- [ ] Evidence that customers are already paying for partial or inferior solutions in this space
+
+### Score 3 (Moderate Willingness to Pay)
+- [ ] At least one credible signal of payment intent beyond "I would use it if it were free"
+- [ ] Evidence that the problem affects activities customers already value and invest in
+
+### Score 2 (Weak Willingness to Pay)
+- [ ] Customers express interest but no evidence of actual payment behavior or budget for this problem
+- [ ] Strong free alternatives exist that address most of the pain
+
+### Score 1 (No Willingness to Pay)
+- [ ] Primary signal is "I'd use it if it were free" with no evidence of payment willingness
+- [ ] Problem affects low-value activities where customers have no history of spending
+
+### B2B/B2C Nuance
+For B2B: Look for existing line-item budget, quantifiable ROI metrics, and short sales cycles as strong WTP evidence. Multi-approval procurement processes weaken WTP unless the champion is clearly identified.
+For B2C: Look for existing spend on partial solutions, status/identity attachment, and high emotional investment as WTP signals. Subscription fatigue in the category weakens WTP evidence.