Find the Right Level of Partnership
TSG operates two tiers. Pro is the standard relationship for dealers who treat their website as part of how they sell. Charter is a deeper partnership for the small group of dealers whose digital decisions affect business direction.
Month-to-month · $5,000 setup
12-month · $10,000 setup · 6 to 10 partners
Most TSG dealers belong at Pro. It's a complete Dealer Authority System implementation that includes everything a dealer needs to make their website function as a serious part of their sales process: system, content, support, manufacturer Packs, and Search Authority Engine, all built in. Charter exists for the small group whose business needs the depth of a partnership structure, and the 6 to 10 partner cap is what makes that depth possible.
Two Tiers, Both Substantive
Many providers offer four or five tiers at varying price points, something for everyone, with the lowest tier priced just above the cost of basic maintenance. That structure exists to capture as much of the market as possible.
TSG operates differently. We work with dealers who already believe digital matters and want their website doing real work in their sales process. That's a smaller market than "every safe dealer with a website," and we've sized the tier structure to match.
Pro is the standard relationship. Most TSG dealers operate here long-term. It's a complete Dealer Authority System with everything needed to make a serious safe website work, not a stripped-down entry tier waiting for an upsell.
Charter is a different kind of working relationship. Capped at 6 to 10 active partners, it exists for dealers whose business decisions affect digital strategy and vice versa. Charter isn't a premium upgrade of Pro, it's a different structure for a different need.
The two-tier structure isn't a limitation. It's a focus.
The Two Tiers at a Glance
Sales-Aligned Website System
Dealers who treat their website as part of how they sell. Typically $1M+ annual revenue. Most TSG dealers belong here.
Complete TSG Dealer Authority System with everything needed to operate
Up to 3 manufacturer Packs included (Small, Mid-Size, or Large tiers)
Search Authority Engine, SafeBuilder (standard), and manufacturer promotions all included
Authority Profile content development, ongoing dealer-specific work
Month-to-month, no long-term commitment
Strategic Digital Partnership
Dealers whose digital decisions affect business direction. Typically $2M+ annual revenue. A small group, intentionally.
Everything in Pro, plus custom website design (not template-based)
Unlimited Packs, including Advanced (Fort Knox configurator, AMSEC catalog)
Direct strategic access to founder, priority execution, annual on-site
Promotion Engine and SafeBuilder (all variants) included, no add-on fees
12-month partnership commitment, billed monthly
What's Included at Each Tier
Pro is a complete Dealer Authority System implementation. Charter adds the components that make a partnership different from a vendor relationship. Here's what's included at each level, surfaced explicitly so there are no surprises.
| Capability | Pro | Charter |
|---|---|---|
| System | ||
| TSG Dealer Authority System | Standard implementation | Custom design |
| Manufacturer Packs | Up to 3 (Small/Mid/Large) | Unlimited (incl. Advanced) |
| Search Authority Engine | Included | Included |
| SafeBuilder | Standard variants | All variants (incl. Fort Knox) |
| Content & Promotions | ||
| Manufacturer Promotions | All carried brands | All carried brands |
| Promotion Engine (custom) | Available as add-on | Included |
| Authority Profile content | Included | Included (deeper) |
| Support & Access | ||
| Support | Standard queue | Priority execution |
| Strategic access | Account-level | Direct founder access |
| Annual on-site | Not included | Included |
| Commercial | ||
| Add-on fees during year | Per add-on pricing | None, scope by need |
| Commitment | Month-to-month | 12-month partnership |
| Setup | $5,000 one-time | $10,000 one-time |
| Monthly | $3,000 | $6,000 |
How Partnerships Begin
Both Pro and Charter follow the same partnership startup process. Charter has an additional qualification step before this process begins; everything after that is the same structure for both tiers.
Charter partnerships begin with a qualification conversation. You request a Charter conversation through the form, we review and respond within a few business days, and either schedule the conversation or recommend Pro as the better starting point. Once Charter is confirmed, the five-step process below begins.
Discovery and setup begins
You sign on (Pro) or your Charter partnership is confirmed. We learn about your dealership, the brands you carry, and the work in scope. Setup begins.
Build and content development
System implementation, Packs loaded and configured, Authority Profile content developed, promotion handling set up, SafeBuilder configured. Charter adds custom design and unlimited Pack onboarding.
TSG signals completion
When the site is functionally complete (Authority content done, Packs loaded, promotions configured, testing passed) TSG notifies you that the site is ready for your review.
15-day dealer review
You have 15 days to review the completed site and request any in-scope corrections. This is your window to confirm everything works the way it should before the monthly clock starts.
Monthly billing begins
At the end of the 15-day review, or earlier if you sign off, monthly billing begins. From that point forward, you're a live client and the ongoing relationship begins.
If something surfaces during review that falls outside the original scope, billing start is renegotiated in writing before proceeding. Setup work that's part of original scope is on us to complete; new requests get scoped separately.
Choosing Between Pro and Charter
Most TSG dealers belong at Pro. That's not a sales tactic, it's the actual distribution. Charter is intentionally limited because the depth of partnership it provides only works at small scale.
Pro Is the Right Fit If:
Your business is at the level where digital matters to how you sell, but business-direction decisions are mostly settled.
You want a complete Dealer Authority System with everything you need to operate, without ongoing strategic involvement.
Month-to-month flexibility is important to you.
Annual revenue is in the $1M to $2M range, or higher with a clear digital model in place.
Charter Is the Right Fit If:
Your digital decisions affect business direction: product mix positioning, market expansion, competitive differentiation.
You want direct strategic access, not a support queue.
Custom design and unlimited scope without add-on friction matter to how you operate.
Annual revenue is $2M+ and you treat your website as long-term business infrastructure.
If You're Not Sure
Most dealers who aren't sure belong at Pro. Charter is for situations where the dealer already knows their business operates at the level Charter is built for, it's rarely an ambiguous decision when it's the right one. If you're uncertain, start with Pro. Pro dealers can move to Charter later if the business evolves to need it. That happens.
If you want a structured way to think through fit before committing to either tier, the Self-Assessment is the next step.
What TSG Is Not
TSG is purpose-built for independent safe dealers who treat their website as part of how they sell. The two-tier structure is sized for that audience specifically. Some dealers will recognize they're not in that audience, and that's a valuable thing to surface honestly.
Not basic website maintenance
If your goal is keeping product information current and processing manufacturer updates without strategic involvement, basic maintenance services exist and serve dealers well at that stage. Pro is more substantial than that, and priced accordingly.
Not an advertising or marketing agency
No Google Ads, no Facebook campaigns, no paid acquisition. Those are separate disciplines. TSG focuses on the digital infrastructure that makes those investments work harder when dealers do choose to make them.
Not for dealers still proving out their model
Pro's pricing assumes a dealer operating at meaningful scale who can invest in digital infrastructure. Dealers earlier in their journey are better served by simpler tools while they establish the business.
Not a manufacturer-aligned program
TSG works for the dealer, not for any manufacturer. We carry no manufacturer bias and don't take co-op funding that would compromise that independence.
If TSG isn't the right partner for your business right now, that's a real outcome we respect. The industry has options that fit different needs at different stages. When your website needs to do more, we'll be here.
What the First Year Actually Costs
Both tiers show their full first-year cost honestly: setup plus monthly across twelve months. No teaser pricing, no surprises that grow into the relationship later.
The same year of work assembled from a Shopify agency plus a separate SEO retainer plus a safe-industry consultant would run $50,000 to $90,000, with worse industry fit.
The same year of work assembled from a digital agency plus a fractional CMO plus a Shopify retainer plus a safe-industry consultant would run $98,000 to $230,000+, with worse industry fit and four separate vendor relationships to manage.
Both totals reflect honest investment in digital infrastructure. They're not bargains. They're also not premium pricing for premium's sake: each tier is priced where the value stack lands for what it actually delivers.
Find the Right Fit for Your Store
Most dealers leave this page knowing which tier fits. If Pro is clearly right, the next step is starting the conversation. If Charter looks right, the next step is requesting a qualification conversation. If you're not sure, the Self-Assessment is the structured way to think it through.
$3,000/month, month-to-month · $5,000 setup
$6,000/month, 12-month partnership · $10,000 setup · Capped at 6 to 10 partners
If TSG isn't the right partner for your business right now, that's a real outcome we respect. When your website needs to do more, we'll be here.
The standard isn't what makes the content good. The dealer is.