Yet even though we're now dominant in our sector, we've got about 50% of the revenue from a couple of dozen very large customers, and the remaining from many hundred medium and small businesses, including many single-person shops.

A key ingredient is that we have a usage-based pricing element, so what we charge a customer monthly varies with their activity. And it's primarily this element that is tweaked between customers, so that it's affordable to both small and large, while still making it profitable for us to provide the software and support.

Having such a varied income stream has been quite good for us, and has allowed us to turn down potential lucrative customers which had unreasonable demands that could have killed us, or be flexible when certain customers really struggled under corona say, so they didn't have to go to a competitor.

I used to be quite negative to "call us" pricing, but got a new perspective after I started here. That said, I prefer transparent pricing when shopping software on my own.