scripts/build_gtm.py

"""Generate the AgroSense Go-to-Market & Monetization Plan (India) as Word + PDF.

One content source -> two formats. Output goes to docs/. Content is ASCII so the PDF
renders with the built-in core fonts. All figures are PLANNING ASSUMPTIONS / illustrative
projections for a POC business case, not guarantees.

    pip install python-docx fpdf2
    python scripts/build_gtm.py
"""
from __future__ import annotations

import sys
from pathlib import Path

DOCS_DIR = Path(__file__).resolve().parent.parent / "docs"
TITLE = "AgroSense - Go-to-Market & Monetization Plan (India)"
SUBTITLE = ("Freemium model, pricing, monetization streams and a 3-year financial "
            "projection  -  v0.1 (planning assumptions, illustrative)")

SECTIONS = [
    ("1. Executive Summary", [
        ("p", "AgroSense is an offline-first, multilingual, AI farming advisor for India "
              "that bundles cited crop advice, weather/satellite intelligence, a plant "
              "clinic with live verified doctors, farmer clubs, market prices and a "
              "produce marketplace, government schemes, agri-finance and land records - "
              "in one app that works on low-end phones with poor connectivity."),
        ("p", "The go-to-market is freemium and B2B2C-weighted. A free vernacular tier "
              "drives mass reach, trust and data; revenue comes from a modest consumer "
              "premium plus the segments that actually pay in Indian agriculture: FPOs, "
              "agri-input companies, banks/NBFCs, insurers, and government - via "
              "subscriptions, qualified lead generation, a marketplace take-rate, and an "
              "enterprise/API and white-label offering."),
        ("ul", ["Reach is consumer (free, vernacular, voice-first); revenue is B2B2C.",
                "Offline-first design keeps infra cost low and rural reach high.",
                "Illustrative trajectory: ~Rs 0.6 Cr revenue in Year 1 (investment phase) "
                "to ~Rs 20 Cr and EBITDA-positive by Year 3.",
                "Defensible flywheel: vernacular content + FPO relationships + data + "
                "marketplace liquidity + embedded finance distribution."]),
    ]),
    ("2. Market Opportunity (India)", [
        ("p", "Agriculture supports roughly half of India's workforce. There are on the "
              "order of 120-150 million agricultural households, the large majority "
              "small and marginal (under 2 hectares). Rural smartphone and cheap-data "
              "penetration is now high and growing, but advisory, credit, insurance and "
              "fair market access remain fragmented and largely offline."),
        ("h2", "Market sizing (directional)"),
        ("ul", ["TAM - all Indian farm households reachable digitally over time "
                "(~100M+ households).",
                "SAM - smartphone-owning, vernacular farmers plus the FPOs, input "
                "companies, lenders and insurers that serve them (tens of millions of "
                "farmers; ~10,000+ FPOs; thousands of agri-enterprises).",
                "SOM (3-year) - a few million registered users concentrated in priority "
                "states, a few hundred FPOs, and dozens of enterprise/API accounts."]),
        ("h2", "Why now"),
        ("ul", ["Cheap data + low-end smartphones reach the last mile.",
                "Government push on FPOs, DBT, digital agriculture and AgriStack.",
                "Lenders/insurers need low-cost, trustworthy rural distribution and "
                "risk signals.",
                "Grounded, cited AI makes advice safe enough to scale without a human in "
                "every loop."]),
    ]),
    ("3. Target Segments and Personas", [
        ("ul", ["Smallholder farmer (free) - vernacular, voice-first advice, weather, "
                "scheme discovery; low willingness to pay, high reach value.",
                "Progressive/commercial farmer (AgroSense Plus) - pays for unlimited live "
                "consults, detailed forecasts, market timing, scheme/loan assistance.",
                "FPO / cooperative manager (Pro) - manages members, broadcasts "
                "advisories, runs a trading desk, sees analytics.",
                "Agri-input company / dealer - sponsored advisories, lead generation, "
                "distribution partner.",
                "Bank / NBFC / insurer - qualified borrower/policy leads, risk and crop "
                "signals, white-label advisory.",
                "Government / research / KVK - reach, scheme dissemination, advisory "
                "API, anonymized insights."]),
    ]),
    ("4. Value Proposition and Positioning", [
        ("p", "Positioning: 'The trusted, offline-first farming companion in your "
              "language - from sowing advice to selling your crop.'"),
        ("ul", ["For farmers - one app for advice, diagnosis, doctors, prices, trading, "
                "schemes, loans and land records; works offline; in your language.",
                "For FPOs - a digital backbone to serve members and trade collectively.",
                "For enterprises - trusted, vernacular, last-mile distribution plus a "
                "grounded advisory API and qualified leads.",
                "Differentiators - offline-first; cited/low-hallucination answers; "
                "human-doctor escalation; breadth (advice + market + finance) creating a "
                "flywheel rather than a point tool."]),
    ]),
    ("5. Freemium Product Tiers", [
        ("h2", "Free (Kisan) - the reach engine"),
        ("ul", ["Advisor (text + voice), weather and basic location intel.",
                "Plant clinic image diagnosis (fair-use limit) and telemedicine.",
                "Browse government schemes, finance products and land-record guides.",
                "Farmer clubs, radio, market prices and the trading marketplace (browse + "
                "limited listings).",
                "Goal: maximise registered users, retention and trust; no payment wall on "
                "core safety advice."]),
        ("h2", "AgroSense Plus (individual) - Rs 49/month or Rs 399/year"),
        ("ul", ["Unlimited live verified-doctor consults with priority routing.",
                "Detailed multi-day forecasts and decision-fusion advisories.",
                "Application assistance for schemes and loans; saved farm profile.",
                "Unlimited marketplace listings and offline advisory packs."]),
        ("h2", "FPO / Pro - from ~Rs 3,000/month per organization"),
        ("ul", ["Member management and bulk/broadcast advisories.",
                "Collective trading desk and demand aggregation.",
                "Analytics dashboard (crops, advisories, outcomes).",
                "Priority support and onboarding."]),
        ("h2", "Enterprise / API / White-label - from ~Rs 2-15 lakh/year + usage"),
        ("ul", ["Advisory and crop/risk API; white-label app for banks/input cos.",
                "Sponsored advisory placements and campaign tooling.",
                "Aggregated, anonymized, consented insights and dashboards."]),
    ]),
    ("6. Monetization Streams", [
        ("ol", ["Consumer subscriptions - AgroSense Plus (annual-led for retention and "
                "cash flow).",
                "FPO/Pro subscriptions - per-organization SaaS.",
                "Lead generation - qualified, consented leads to banks/NBFCs, insurers "
                "and input companies (priced per qualified lead).",
                "Marketplace take-rate - a small facilitation fee on successfully matched "
                "produce trades (introduced once liquidity exists).",
                "Enterprise / API / white-label - annual contracts plus usage.",
                "Sponsored advisories and input commerce referrals - clearly labelled, "
                "advice-integrity preserved.",
                "Data and insights (aggregated, anonymized, consented) - to agri-business "
                "and research, within privacy norms."]),
        ("p", "Principle: monetize the parties with willingness to pay (FPOs, "
              "enterprises, lenders, insurers, marketplace) while keeping core farmer "
              "advice free. Sponsorships never override grounded, cited advice."),
    ]),
    ("7. Pricing (India-calibrated)", [
        ("ul", ["AgroSense Plus: Rs 49/month, Rs 399/year (annual saves ~32%); a "
                "low-data 'Plus Lite' may be offered via partners.",
                "FPO/Pro: Rs 3,000/month (Rs 36,000/year) typical; tiered by member "
                "count.",
                "Enterprise/API: Rs 2-15 lakh/year by scope, plus metered API usage.",
                "Lead generation: ~Rs 300-1,000 per qualified loan/insurance/input lead.",
                "Marketplace take-rate: ~1.5% of facilitated trade value.",
                "Pricing is affordability-calibrated: consumer tiers are deliberately low "
                "(an annual Plus costs less than a single mis-applied input), with margin "
                "carried by B2B and transactions."]),
    ]),
    ("8. Go-to-Market Strategy", [
        ("h2", "Phase 0 (months 0-6) - Prove it"),
        ("ul", ["Pilot in 2-3 districts (e.g. Karnataka, Maharashtra) via FPO and KVK "
                "partnerships, in Kannada/Marathi/Hindi.",
                "Validate retention, advisory quality and doctor consults; sign 1-2 "
                "lead-gen pilots with a lender/insurer."]),
        ("h2", "Phase 1 (months 6-18) - Repeatable growth"),
        ("ul", ["Expand to 3-4 states; recruit agri-input dealers as a distribution and "
                "lead channel.",
                "Launch AgroSense Plus and FPO/Pro; first enterprise/API and "
                "white-label deals.",
                "Vernacular digital growth (YouTube/WhatsApp/Meta, regional creators) + "
                "field promoters + referrals."]),
        ("h2", "Phase 2 (months 18-36) - Scale the flywheel"),
        ("ul", ["National vernacular scale; marketplace + embedded-finance flywheel.",
                "Enterprise/API and white-label as a revenue engine; government scheme "
                "and AgriStack partnerships."]),
        ("h2", "Channels"),
        ("ul", ["FPOs, cooperatives, KVKs and state agriculture departments.",
                "Agri-input retailer/dealer network (distribution + leads).",
                "Vernacular digital marketing and regional influencers; WhatsApp.",
                "Field promoters and farmer-to-farmer referral.",
                "Bank/insurer/input-company partnerships; government programs."]),
    ]),
    ("9. Customer Acquisition and Growth", [
        ("ul", ["Acquisition mix shifts from paid + FPO-led to organic + referral as "
                "trust compounds.",
                "Cost per REGISTERED user: ~Rs 120 in Year 1 trending to ~Rs 60 by Year 3 "
                "(FPO/referral/organic heavy). Note this is per registered user, not per "
                "paying subscriber - see Unit Economics.",
                "Free-to-paid conversion (B2C): ~1.5% (Y1) -> ~2.5% (Y2) -> ~3% (Y3) - "
                "deliberately conservative for smallholder willingness to pay.",
                "Retention via annual plans, seasonal re-engagement, clubs/community, and "
                "voice/vernacular UX; target 12-month logo retention 60%+ for paid.",
                "Referral loops (invite a neighbour / club growth) and FPO bulk "
                "onboarding lower CAC."]),
    ]),
    ("10. Financial Model - Assumptions", [
        ("ul", ["Revenue lines: B2C subscriptions, FPO/Pro SaaS, lead generation, "
                "marketplace take-rate, enterprise/API.",
                "B2C ARPU (paid): ~Rs 350 (Y1) -> Rs 400 (Y2) -> Rs 450 (Y3) per year.",
                "FPO ARPU: ~Rs 36,000-40,000 per year.",
                "Enterprise ARPU: ~Rs 5-7 lakh per year.",
                "Lead value: ~Rs 500-600 per qualified lead.",
                "Marketplace: 1.5% take-rate on facilitated GMV (from Year 2).",
                "Gross margin ~75-80% (offline-first keeps infra/COGS low); the main "
                "spends are agronomy content, field GTM, B2B sales and vernacular support.",
                "All figures are illustrative planning assumptions, not forecasts or "
                "guarantees."]),
    ]),
    ("11. Financial Model - 3-Year Projection", [
        ("h2", "Year 1 (investment phase)"),
        ("ul", ["Registered users ~250,000 (free-heavy).",
                "Paid B2C ~3,750 (1.5%) x Rs 350 = ~Rs 13 lakh.",
                "FPOs ~25 x Rs 36k = ~Rs 9 lakh.",
                "Enterprise/API ~3 x Rs 5 lakh = ~Rs 15 lakh.",
                "Lead gen ~4,000 x Rs 500 = ~Rs 20 lakh; marketplace pilot ~Rs 2 lakh.",
                "Total revenue ~Rs 0.6 Cr; costs ~Rs 2.2 Cr; net ~ -Rs 1.6 Cr."]),
        ("h2", "Year 2 (approaching break-even)"),
        ("ul", ["Registered users ~1,200,000.",
                "Paid B2C ~30,000 (2.5%) x Rs 400 = ~Rs 1.2 Cr.",
                "FPOs ~150 x Rs 36k = ~Rs 0.5 Cr.",
                "Enterprise/API ~10 x Rs 6 lakh = ~Rs 0.6 Cr.",
                "Lead gen ~30,000 x Rs 550 = ~Rs 1.65 Cr; marketplace GMV ~Rs 30 Cr x "
                "1.5% = ~Rs 0.45 Cr.",
                "Total revenue ~Rs 4.4 Cr; costs ~Rs 5.2 Cr; net ~ -Rs 0.8 Cr."]),
        ("h2", "Year 3 (EBITDA positive)"),
        ("ul", ["Registered users ~4,000,000.",
                "Paid B2C ~120,000 (3%) x Rs 450 = ~Rs 5.4 Cr.",
                "FPOs ~600 x Rs 40k = ~Rs 2.4 Cr.",
                "Enterprise/API ~30 x Rs 7 lakh = ~Rs 2.1 Cr.",
                "Lead gen ~120,000 x Rs 600 = ~Rs 7.2 Cr; marketplace GMV ~Rs 200 Cr x "
                "1.5% = ~Rs 3.0 Cr.",
                "Total revenue ~Rs 20 Cr; costs ~Rs 16 Cr; net ~ +Rs 4 Cr."]),
        ("h2", "Revenue mix (Year 3, approximate)"),
        ("ul", ["Lead generation ~36%, B2C subscriptions ~27%, marketplace ~15%, "
                "FPO ~12%, enterprise/API ~10% - revenue is diversified and "
                "B2B2C-weighted, not dependent on smallholder subscriptions."]),
    ]),
    ("12. Unit Economics", [
        ("p", "Two denominators matter in a freemium model and they tell different "
              "stories - cost per REGISTERED user and cost per PAYING customer:"),
        ("ul", ["B2C subscriptions do not pay back on their own. At 1.5-3% conversion, "
                "the cost per paying Plus subscriber is ~Rs 2,000-4,000 (registered-user "
                "cost of Rs 60-120 divided by the conversion rate), against a Plus LTV of "
                "only ~Rs 960 (ARPU ~Rs 400/yr, ~80% margin, ~3-year life). So standalone "
                "B2C LTV/CAC is well under 1x - the free/Plus tier is a reach, trust and "
                "data layer, not the profit centre. This is exactly why the model is "
                "B2B2C-weighted.",
                "The economics are carried per registered user by the other streams: "
                "repeatable lead-gen value, the marketplace take-rate, and high-LTV FPO "
                "(Rs 36k+/yr, multi-year) and enterprise/API (highest LTV, strong net "
                "revenue retention) accounts.",
                "Blended across all streams, revenue per registered user is ~Rs 50/yr by "
                "Year 3; over an ~3-year life at ~75-80% margin that is ~Rs 110-130 of "
                "contribution against a ~Rs 60 acquisition cost - roughly 2x and improving "
                "as the mix shifts to B2B2C and organic.",
                "FPO/Pro and enterprise/API are acquired by a direct/partner sales touch; "
                "their high LTV easily absorbs a higher CAC."]),
        ("p", "Bottom line: the unit that works is the registered user monetized through "
              "B2B2C plus high-value FPO and enterprise accounts - not a smallholder "
              "subscription paying for everything."),
    ]),
    ("13. Key Metrics (KPIs)", [
        ("ul", ["Reach: registered users, MAU/WAU, vernacular split, retention/churn.",
                "Monetization: free-to-paid conversion, ARPU, paying users, FPO and "
                "enterprise counts.",
                "Transactions: qualified leads delivered, marketplace GMV and take-rate.",
                "Economics: CAC, LTV, LTV/CAC, payback, gross/contribution margin.",
                "B2B health: enterprise ARR, net revenue retention, pipeline.",
                "Finance: burn, runway, months-to-break-even."]),
    ]),
    ("14. Risks and Mitigations", [
        ("ul", ["Low smallholder willingness to pay -> B2B2C-weighted model; keep core "
                "advice free; monetize FPOs/enterprises/leads/marketplace.",
                "Trust and accuracy -> grounded, cited answers + human-doctor escalation; "
                "clear disclaimers.",
                "Connectivity / low-end devices -> offline-first design (already built); "
                "low-data and voice modes.",
                "Seasonality -> annual plans, diversified states/crops, off-season "
                "engagement (clubs, schemes, finance).",
                "Data privacy / regulation -> explicit consent, anonymization, "
                "compliance; never sell identifiable data.",
                "Competition (government apps, agritech) -> integrated breadth + "
                "vernacular + offline + finance/marketplace flywheel; partner rather than "
                "compete where possible.",
                "Partner/channel dependence -> diversify FPO, dealer, enterprise and "
                "organic channels."]),
    ]),
    ("15. Roadmap and Milestones", [
        ("ol", ["Q1-Q2: district pilots, vernacular packs, first lead-gen pilot, "
                "retention validation.",
                "Q3-Q4: launch Plus and FPO/Pro; 3-4 state expansion; first enterprise/"
                "API deal.",
                "Year 2: marketplace take-rate live; scale lead-gen; 150+ FPOs; "
                "approach break-even.",
                "Year 3: national vernacular scale; white-label; EBITDA positive; "
                "government/AgriStack partnerships."]),
    ]),
    ("16. Funding and Use of Funds (indicative)", [
        ("p", "A seed round can fund an 18-24 month runway to repeatable growth and "
              "near break-even. Indicative allocation:"),
        ("ul", ["Agronomy content, knowledge base and vernacular localization.",
                "Field GTM: FPO/KVK partnerships and field promoters.",
                "B2B sales and partnerships (enterprises, lenders, insurers).",
                "Product and engineering (offline packs, marketplace, API, white-label).",
                "Compliance, data governance and support."]),
        ("p", "Disclaimer: every number in this plan is an illustrative planning "
              "assumption for a POC business case - validate with pilot data before "
              "committing budget or making external commitments."),
    ]),
]


def main() -> int:
    sys.path.insert(0, str(Path(__file__).resolve().parent))
    from docgen import build_both
    build_both(TITLE, SUBTITLE, SECTIONS, DOCS_DIR, "AgroSense_GTM_Monetization_Plan")
    return 0


if __name__ == "__main__":
    raise SystemExit(main())