How to price a branded guest-photo add-on for your clients
Pricing a guest-media add-on trips up a lot of professionals because the instinct is cost-plus -- and the cost is almost nothing. On a subscription plan where Gathmo takes no cut of your billing, the marginal cost to deliver one more event's album is effectively zero. That means the price is not a markup on cost; it is a positioning decision about the value the add-on creates for the client. Get that framing right and the number follows.
The value is real and easy to articulate: a complete, branded album of photos, video and voice from every guest, delivered without anyone chasing people for their photos the next day. That is worth materially more than the few euros it costs you to run. Your job is to price against that value, while staying consistent with how you sell the rest of your work -- which is mostly a choice between bundling and a separate line item.
The steps below give a method, not a fixed figure -- your market sets the number. The only hard cost reference is Gathmo's: Studio €59/month (10 events) or Agency €149/month (50 events), with you keeping 100% of resale. To translate a price into break-even, use how many events to break even; for the recurring-revenue logic, see adding a revenue line with guest media.
What you will need
- Your Gathmo cost base (Studio €59/mo or Agency €149/mo)
- Your existing package prices, to position the add-on against
- A sense of what your clients value most (keepsakes, convenience, brand)
Start from value, not cost
Because your marginal cost per event is near zero, cost-plus pricing would leave almost all the value on the table. Instead, anchor to what the client gets: a complete branded album of photos, video and voice from every guest, with no one chasing photos afterwards. Price as a fraction of that perceived value. For most professionals this lands well above the trivial cost to deliver, which is exactly the point -- the margin is the reward for offering the capability.
Decide: bundle or line item
Bundling folds the add-on into a higher package tier ('Premium includes the branded guest album'), which lifts the whole package and is easy to sell because the client has already committed. A separate line item ('Branded guest album: +X') makes the value explicit and lets price-sensitive clients opt in. Bundling usually converts better and protects margin; a line item is useful when clients expect itemised quotes. Many professionals do both -- bundled in premium tiers, available as an add-on lower down.
Set price bands by event type
A wedding, a corporate event and a small party carry different willingness to pay, so a single flat price leaves money on the table. Set a few bands -- for example a higher price for weddings (high emotional value, large guest counts), a mid band for corporate (where branding and a tidy deliverable matter), and a lower entry band for small private events. Keep the bands simple enough to quote without a calculator.
Add a premium layer for voice and the live wall
Use the richer features as an upsell tier rather than giving everything away at the base price. A voice guestbook, an on-site live photo wall, and original-quality ZIP delivery are tangible extras you can attach a premium to. This gives you a good-better-best structure within the add-on itself, so clients who want the full experience pay for it and those who want basic photo collection still convert.
Protect your margin and review periodically
Once your price covers the flat subscription -- one to three events a month on Agency, depending on your price -- everything above it is margin, because Gathmo takes no cut. Resist discounting the add-on to win a booking; its low cost makes it tempting, but each discount trains clients to expect it. Review your bands every few months against what clients actually pay and how many events you are running toward your plan's ceiling.
Quick recap
- Price against client value, not your near-zero delivery cost
- Choose bundle (lifts the package) vs line item (explicit opt-in)
- Set a few price bands by event type
- Make voice + live wall + ZIP a premium upsell layer
- Cover the subscription, then protect margin — avoid reflex discounts
Frequently asked
Price against the value to the client, not your cost to deliver -- because on a subscription plan the marginal cost per event is near zero. Anchor to what they get: a complete branded album of photos, video and voice from every guest, with no chasing afterwards. Then decide between bundling it into a premium package (lifts the whole sale) or offering it as a separate line item (explicit opt-in), and set a few price bands by event type.
Both work, for different reasons. Bundling into a premium package tends to convert better and protects your margin, because the client has already committed to the package. A separate line item makes the value explicit and lets price-sensitive clients choose. Many professionals do both: include it in premium tiers and offer it as an opt-in add-on lower down. The right choice depends on how you already present quotes.
Very little. Your platform cost is the flat Gathmo subscription (Studio €59/month or Agency €149/month), and each additional event adds no per-event fee -- guests upload from their own phones, so there is no equipment or staffing cost. Gathmo also takes no cut of what you charge. This near-zero marginal cost is why you should price on value rather than cost, and why most of the add-on price becomes margin once the subscription is covered.
Anchor to value, not cost, and resist reflex discounting. Because the delivery cost is so low, it is tempting to drop the price to win a booking, but that trains clients to expect a discount and erodes margin. Instead, articulate the deliverable clearly -- a complete branded album of photos, video and voice -- and price it as a fraction of that value. Use a premium layer (voice, live wall, ZIP) so there is an upsell rather than a discount conversation.
Yes -- price bands by event type usually beat a single flat price. Weddings carry high emotional value and large guest counts, corporate events value branding and a tidy deliverable, and small private events have a lower ceiling. Setting a few simple bands captures more of each segment's willingness to pay without overcomplicating your quotes. Keep the bands easy to remember so you can quote on the spot.
On the Agency plan (€149/month), you typically cover the subscription within one to three events a month, depending on your price -- after that, the add-on is almost pure margin because Gathmo takes no cut. On Studio (€59/month) the break-even is even lower. The exact number is your monthly fee divided by your resale price per event; everything above it is profit minus your own time.
Yes. Gathmo's model is subscription-only: you pay a flat fee and bill clients on your own terms, keeping 100% of what you charge for the add-on. There is no per-event commission or revenue share. This is what makes value-based pricing so effective here -- once your flat subscription is covered, the full price of each additional add-on flows to your margin.
StoryWhat a white-label event photo app actually means (and what's fake)
White-label event photo apps range from a cosmetic logo swap to a fully de-branded guest gallery on your own domain. Here is how to tell the real thing from the fake -- and which tier actually unlocks it.
ComparisonGuestpix alternative with custom domains and voice
Guestpix sells per-event bundles without a custom domain. Gathmo gives resellers a fully branded guest gallery on their own domain, voice notes included -- and you keep 100% of what you charge clients.
ComparisonKululu alternative: white-label without the "contact sales"
Kululu puts custom domains behind a "contact sales" Custom plan. Gathmo productizes white-label and your own domain at a published €149/month Agency tier you can start the same day -- no sales call.