Future Business Model & Sustainability
For Duruha, we design sustainability around one core principle:
"Don't monetize attention. Monetize the ability to communicate intentionally and reliably."
That matters because if Duruha eventually depends on maximizing impressions, watch time, clicks, or addictive engagement, the business model will start fighting the product philosophy.
1. Free Duruha — build the network
The normal user should be able to get substantial value without paying. Free could include:
- General / Interest / Core
- Joining communities
- Posting and commenting
- Reputation
- Anonymous disclosure
- Basic personas
- Basic geographic targeting
- Receiving News / Notices / Alerts
- Voting/polls
- Acknowledgement of notices
This isn't where you maximize revenue. It's where you create the network. If Duruha eventually has 1 million users, you don't need 1 million paying customers. You need enough organizations, communities, businesses and power users paying because those users become valuable audiences they need to communicate with.
2. Duruha Plus — ₱49–₱99/month
Don't make Plus "Facebook but without ads." Give power users additional control and capability.
Duruha Plus ₱79/month
3. Communities — ₱299–₱999/month
This is where Duruha can realistically make money much earlier than consumer subscriptions. They receive community management, moderation tools, multiple administrators, member roles, notice publishing, acknowledgements, forms, polls, analytics, scheduled notices, member segmentation, and archives.
Ideal for:
Duruha isn't merely competing with Facebook Groups. You're slowly competing with combinations of: Facebook Group + Messenger GC + Google Forms + announcement board.
4. Duruha for Organizations/Government
This could eventually become your highest-value product at ₱3,000–₱15,000/month.
Instead of posting on Facebook and hoping residents see it, they publish targeted notices:
They're not paying for followers. They're paying for information infrastructure.
5. Paid Notices & Relevance
Basic notices can remain free, but organizations can pay for enhanced distribution.Targeted Notices (₱50–₱300) use geo and persona targeting. Priority Notices (₱300–₱1,000+) gain additional placement and analytics.
Important Rule: Paying doesn't turn something into an Alert. Alerts require legitimate urgency/authorization. Otherwise, businesses will pay for "ALERT: 50% OFF MILK TEA" and destroy the information hierarchy.
Advertising based on intention, not surveillance
A business shouldn't track you across the web. Instead, they say: "I want this offer visible to people who intentionally follow Food within 5 km of my location."
Duruha doesn't need browser tracking, behavioral profiling, or shadow profiles. The user has explicitly declared their interests.
Verification
Charge organizations for verification services. But remember: Verification ≠ reputation. Money verifies an organizational relationship, it doesn't buy trust points.
Forms Pro
Organizations can collect applications, RSVPs, and feedback directly within notices. You complete the loop: Publish → Target → Receive → Respond.
Hypothetical Revenue Stack
| Product | Customer | Possible Pricing |
|---|---|---|
| Duruha Free | Everyone | ₱0 |
| Duruha Plus | Power users | ₱49–99/mo |
| Community | Community admins | ₱299–999/mo |
| Organization | NGOs/businesses/schools | ₱1k–5k/mo |
| Government | LGUs/agencies | ₱3k–15k+/mo |
| Paid Notice | Organizations/businesses | ₱50–1k+ |
| Forms Pro | Organizations | bundled/add-on |
| Verification | Organizations | annual |
| Creator marketplace | Businesses | 5–15% fee |
| Business promotion | Businesses | variable |
| API/Infrastructure | Institutions | enterprise |
* These are pricing hypotheses, not locked-in prices before usage data.
The Most Important Boundary
Money can buy distribution. Money cannot buy reputation.
A business can pay Duruha to say: "Show this legitimate promotion to 10,000 relevant people." It cannot pay Duruha to say: "Make people trust us."
Keeping those boundaries intact is how you monetize Duruha without eventually turning Duruha into the exact attention economy you're trying to move away from.