📖 Pathfinder Rewards Playbook

Program Philosophy

Core Principle

What Makes This Different

Traditional Charging Networks:

• Paid memberships unlock better pricing
• Transactional relationships
• Compete on cents per kWh
• Minimal differentiation beyond price

Pathfinder Rewards:

• Free to join, earn status through loyalty
• Everyone pays same base rate ($0.50/kWh)
• Compete on experience, recognition, and community
• Hospitality-grade differentiation

Strategic Objectives

1. Drive repeat utilization across the Rangeway network
2. Build emotional loyalty beyond price considerations
3. Create brand advocates who authentically promote Rangeway
4. Generate actionable data on customer preferences and behavior
5. Enable partnership revenue through member benefits ecosystem
6. Differentiate from commodity charging infrastructure

Design Principles

Program Structure

How Status Is Earned

Status is based on annual charging activity tracked from enrollment date or calendar year. Members qualify through either metric (whichever threshold is reached first).

Pricing Structure

Benefits are Additive Rewards, Not Pricing Discounts:

• Status unlocks charging credits (cash back for future use)
• Status unlocks experiences, recognition, and perks
• Status does NOT change the per-kWh rate at point of sale

This Ensures:

1. No friction or confusion at checkout
2. New guests aren't penalized with higher rates
3. Loyalty is rewarded through credits and experiences
4. Revenue projections remain stable and predictable

Tier Requirements & Benefits

🗺️ EXPLORER (Entry Tier)

Welcome to Rangeway. Your journey starts here.

Qualification

Automatic upon account creation and first charging session

Philosophy

This is your base membership with everything you need for a seamless charging experience. No perks yet, but excellent service and a premium charging experience from day one.

Benefits

• Saved payment methods
• Charging session history and receipts
• Mobile app access with real-time charger availability
• Session start/stop notifications
• Personalized dashboard showing charging patterns
• Carbon offset tracking (show environmental impact)
• Explorer badge in app
• Welcome email series introducing the network

⛰️ VOYAGER (Frequent Tier)

You're a regular on America's scenic highways. We recognize your loyalty.

Qualification

10-24 sessions/year OR 3,000+ kWh charged annually

Philosophy

You're a regular on America's scenic highways. We recognize your loyalty and enhance your journey with meaningful rewards.

Financial Rewards

• 5% charging credit back on all sessions (credits load automatically for future use)
• Birthday charging credit: $25 loaded in birthday month
• Total annual value: $75-200+ depending on usage

Recognition

• Voyager badge in app and on charging screen when you connect
• Personalized welcome on lounge displays at Basecamps: "Welcome back, [Name]"
• Status anniversary acknowledgment (email celebrating your year as Voyager)

Experiential Perks

• One complimentary premium beverage per visit at Basecamps (specialty coffee, espresso drinks, etc.)
• Early access to new locations: 48-hour advance booking window before public opening
• Preferred parking: Reserved spots closest to lounge entrance at all locations

Practical Benefits

• Session history exports in CSV for expense reporting and tax preparation
• Trip planning tool access: Plan routes using Rangeway network with estimated charging times

Partner Perks

• 10% off at select partner hotels, attractions, and gear brands in Rangeway regions
• Opt-in to partner offers (not spammy, curated)

🏔️ PIONEER (Elite Tier)

You're blazing trails across our network. Your loyalty deserves premium treatment.

Qualification

25-49 sessions/year OR 7,500+ kWh charged annually

Philosophy

You're blazing trails across our network. Your loyalty deserves premium treatment, exclusive experiences, and meaningful rewards.

Financial Rewards

• 10% charging credit back on all sessions
• $100 annual milestone credit (deposited when you achieve/renew Pioneer status)
• Seasonal bonus credits: Additional $25 during summer road trip season (June-August)
• Total annual value: $300-500+ depending on usage

Recognition

• Pioneer badge in app with visual distinction
• Physical membership card (optional, premium quality with your name)
• Name recognition on lounge displays: "Welcome back, [Name]" with Pioneer status shown
• Annual Year in Review: Personalized recap showing:
  • Map of all Rangeway locations visited
  • Total miles enabled through charging
  • Top travel corridors
  • Environmental impact (carbon offset)
  • Shareable on social media

Experiential Perks

• Complimentary lounge upgrade at Basecamps:
  • Reserved seating in premium area
  • Premium snacks and refreshments
  • Best views and quietest spaces
• Two guest passes per year: Bring friends to charge once free (you receive credit, they charge free)
• Invitation to member events:
  • Basecamp grand openings (preview before public)
  • Community meetups and drives
  • Seasonal member gatherings

Partner VIP Perks

• 15% off at partner hotels with potential room upgrades
• Private tour access at attractions near Rangeway locations
• Pro-deals on outdoor gear and EV accessories

Practical Benefits

• Priority charging reservations: Reserve time slots at Basecamps during peak periods (book up to 48 hours in advance)
• Extended session grace period: Additional 10 minutes at Waystations without idle fees
• Dedicated member support email: Faster response for non-urgent inquiries (24-hour response SLA)
• Route planning concierge: Email/app-based assistance planning multi-location road trips optimized for Rangeway network

🏕️ TRAILBLAZER (Top Tier, Invite-Only)

For the truly devoted. By invitation only.

Qualification

Who Receives Invitations:

• Founders and Early Believers: First 100 customers, crowdfunding backers, beta testers
• Community Leaders: EV club organizers, sustainability champions, content creators
• Strategic Partners: Hotel chains, tourism boards, brand collaborators
• Exceptional Humans: Members who exemplify Rangeway values regardless of charging frequency
• Executive Discretion: Leadership team and existing Trailblazers can nominate

Who Does NOT Get Invited:

• Pure spending volume (high usage alone doesn't qualify)
• Demands or entitlement (asking for Trailblazer disqualifies consideration)
• Transactional relationships without community contribution
• Poor treatment of staff or fellow travelers

Target Population: 50-200 members across the entire network (exclusive by design)

Financial Rewards

• 15% charging credit back on all sessions
• $500 annual credit (deposited at status anniversary)
• First $100 free at any new location opening (anywhere in network)
• Total annual value: $800-1,500+ depending on usage

The Concierge Relationship

• Dedicated relationship manager:
  • Direct phone/text line to your personal Rangeway contact
  • Proactive trip planning and route optimization
  • Handles issues before you know about them
  • Remembers your preferences (favorite beverage, seating, arrival patterns)
• Think: Ritz-Carlton Personal Assistant or AmEx Centurion Concierge
• Not "priority support" - this is a relationship, not faster ticket resolution

Recognition

• Physical membership kit: Premium card, welcome gift, branded premium gear
• Founder's Circle: Name displayed at locations you've visited (digital or physical wall of founding members)
• Listed as "Founding Trailblazer" if enrolled in program's first two years
• Your input shapes the program: Quarterly surveys, direct feedback channel to Rangeway leadership

Exclusive Access

• VIP lounge at Basecamps: Separate space with premium seating, workspace, enhanced amenities, 24/7 access
• Reserved VIP parking at Waystations: Spot closest to entrance
• Annual Trailblazer Summit: Exclusive member event at iconic location
• First access to pilot programs: New location types, emerging technology
• Rangeway Adventure Trips: Organized group drives to National Parks
• Private events at Basecamps: Member meetups, brand partner experiences

Network Building

• Unlimited guest passes: Bring anyone to charge free (you receive credit)
• Nominate others for Trailblazer: Recommend someone you believe embodies the ethos
• Member directory: Opt-in to connect with other Trailblazers
• Ambassador opportunities: Collaborate with Rangeway on content, events, partnerships

Practical Perks

• Guaranteed charging access: Staff handles issues proactively
• "Never wait" protocol: Text alert when charger becomes available + 5-minute reservation hold
• Complimentary premium accessories annually: Cable organizers, adapters, branded gear
• Partner VIP benefits: Room upgrades, private experiences, pro-deals (40-50% off retail)
• Priority voice in new location selection: Survey Trailblazers first when evaluating expansion markets

Operational Guidelines

Credit Back System

How Credits Work

• Earned automatically as percentage of charging fees
• Credits load to account within 24 hours of session completion
• Credits never expire (as long as account remains active)
• Credits can only be used for future charging sessions at Rangeway
• Credits display clearly in app and on charging screen before session start

Redemption

• Automatic: Credits apply to next session unless member opts to save
• Manual: Member can choose to save credits for specific future trips
• Notification when credits are applied to a session

Credit Expiration

• Credits remain valid as long as member has at least one session per 24 months
• Inactive accounts (24+ months without charging) forfeit unused credits
• 60-day warning email before expiration

Tier Status Management

Earning Status

• Tracking begins immediately upon account creation
• Progress bars in app show path to next tier
• Email notifications at milestone sessions (halfway to next tier, 5 sessions away, etc.)
• Status upgrade is immediate upon reaching threshold

Status Validity

• Once earned, status is valid through end of following calendar year
• Example: Earn Voyager on July 15, 2026 → Valid through December 31, 2027
• This provides ~18 months of status from earning date (minimum)

Status Renewal

• Members must re-qualify annually to maintain status
• Warning emails 60 days before status expiration if not on track to requalify
• Soft landing: If member drops tier, they retain benefits for 90 days (grace period to requalify)
• If requalifying during grace period, status is reinstated retroactively

Trailblazer Invitation Process

Nomination Sources

1. Executive team nominations (CEO, CMO, COO)
2. Existing Trailblazer member nominations (each can nominate 1-2 per year)
3. Operational team flagging exceptional members
4. Community ambassadors identified through events and engagement

Evaluation Criteria

• Embodies Rangeway values (adventure, community, sustainability)
• Authentic advocate or ambassador potential
• Strategic relationship or partnership value
• Cultural fit with Rangeway ethos and brand
• Contribution to community beyond transactions
• NOT based purely on charging volume or spend

Approval Process

1. Nomination submitted with rationale
2. Leadership review (CEO final approval)
3. Background check on nominee's public presence and reputation
4. Invitation extended personally (phone call or in-person when possible)
5. Welcome kit shipped, relationship manager assigned

Invitation Timing

• Quarterly nomination reviews (March, June, September, December)
• Special occasions: Location openings, milestone events
• Invitation remains open for 90 days
• If declined, member remains at current earned tier with no penalty

Support and Service Standards

What IS Different by Tier

• Voyager/Pioneer: Dedicated support email for non-urgent inquiries (24hr response SLA vs 48hr for Explorer)
• Pioneer: Email-based trip planning concierge (optional service, not faster issue resolution)
• Trailblazer: Relationship manager who handles proactive needs (not reactive support tickets)

Support Channels

All Tiers:

• 24/7 emergency line for charger issues, safety concerns
• General support: support@rangewayev.com
• In-app chat for account and billing questions
• Location-specific support via on-site QR codes

Trailblazer Only:

• Direct relationship manager contact (phone/text)
• Proactive communication (not for emergencies, for experiences)

Launch Strategy

Phase 1: Pre-Launch (Months 1-3)

Phase: Silent Building

Objectives

• Build program infrastructure
• Test systems and processes
• Prepare launch communications

Key Activities

• Finalize tier thresholds and benefits catalog
• Build account management system and credit tracking
• Design app/web dashboard for member portal
• Create physical membership cards and Trailblazer kits
• Negotiate first 5-10 partner deals
• Develop launch communication templates
• Train location staff on benefits fulfillment
• Create internal operations manual

Phase 2: Soft Launch (Months 4-6)

Phase: Early Adopters

Objectives

• Launch with first customers at operational locations
• Gather feedback and iterate
• Build initial Trailblazer community

Key Activities

• Week 1: All new charging sessions automatically enrolled in Explorer tier
• Week 2: Email series to all existing customers explaining program and auto-enrolling them
• Week 4: First Voyager/Pioneer tier members achieve status
• Week 6: First member events (Basecamp opening celebrations)
• Month 3: First Trailblazer invitations extended

Phase 3: Full Launch (Months 7-12)

Phase: Public Announcement and Growth

Objectives

• Publicly announce program
• Drive membership growth
• Activate partnerships and events
• Build community and advocacy

Key Activities

• Month 7: Public press release and media coverage
• Month 8: First member summit or major event
• Month 9: Expanded partner network (20+ partners)
• Month 10: Introduce gamification features (badges, achievements)
• Month 11: Holiday member appreciation campaign
• Month 12: Year in Review sent to all members

Communication Framework

Program Tagline

Elevator Pitch

"Pathfinder Rewards is America's premier EV charging loyalty program. Like Marriott Bonvoy or Delta SkyMiles, we reward your adventures with earned status that unlocks exclusive benefits, experiences, and recognition. The more you explore, the more you're rewarded."

Key Messages by Tier

Explorer:

"Welcome to Rangeway. Start earning today."

Voyager:

"You're a regular on America's scenic highways. We recognize your loyalty."

Pioneer:

"You're blazing trails across our network. Experience premium treatment and exclusive perks."

Trailblazer:

"By invitation only. For those who define the journey."

Tone and Voice

Overall Tone:

• Warm, premium, aspirational
• Emphasizes adventure and community
• Hospitality-forward (not utility/transactional)
• Respectful and inclusive

What to Emphasize:

• Earned achievement (status through loyalty)
• Community and shared experiences
• Recognition and belonging
• Quality and premium treatment

What to Avoid:

• Transactional language ("pay for," "buy," "subscribe")
• Exclusionary tone (don't make Explorer feel less-than)
• Utility jargon ("kWh," "utilization," "infrastructure")
• Complex terms or fine print

Channel Strategy

Email

• Frequency: Welcome series, tier achievement, monthly newsletter, event invitations
• Personalization: Dynamic content based on tier and location preferences
• Tone: Warm, conversational, informative

In-App

• Push Notifications: Tier progress, credits earned, new benefits unlocked, events
• Dashboard: Visual progress bars, benefit catalog, partner offers
• Tone: Concise, actionable, celebratory

Social Media

• Content: Member spotlights, tier achievements, event recaps, adventure inspiration
• Hashtags: #PathfinderRewards, #RangewayAdventure, #EarnYourStatus
• Tone: Aspirational, community-focused, authentic

Physical (At Locations)

• Signage: Tier benefits displayed at lounges and chargers
• Digital Displays: Welcome messages for members, partner offers
• Branded Materials: Tent cards, window clings, lounge posters

Financial Model

Program Philosophy

Cost Structure

Program Operations (Annual)

• Software & Systems: $50K initial build, $10K/year maintenance
• Staffing:
  • Program manager: $90K/year
  • Customer success (Trailblazer relations): $70K/year
  • Support staff allocation: 20% FTE (~$30K/year)
• Physical Materials:
  • Pioneer cards: $3 per card, ~500/year = $1,500
  • Trailblazer kits: $100 per kit, ~50/year = $5,000
• Partner Management: $30K/year
• Events: $50K/year

Total Annual Operating Cost: ~$250K

Benefit Costs (Credits Back)

Assuming 1,000 members at scale:

• 600 Voyager @ $25 avg = $15K
• 350 Pioneer @ $250 avg = $87.5K
• 50 Trailblazer @ $800 avg = $40K
• Total Credits: ~$142.5K annually

Net Program Cost: ~$400K annually at scale

ROI Projection

Value Created (Year 2)

• Increased Utilization: Members charge 30% more frequently
  • 1,500 incremental sessions × $40 avg = $60K
• Partner Revenue: $150K
  • Partner placements: $75K
  • Event sponsorships: $50K
  • Affiliate commissions: $25K
• CAC Reduction: $30K (estimated value from referrals and retention)

Total Value Created: $240K against $400K cost = 60% payback in Year 2

Long-Term Value

• Break-even expected by Year 3
• Customer Lifetime Value (LTV):
  • Non-member: $120 LTV
  • Voyager: $600 LTV
  • Pioneer: $1,400 LTV
  • Trailblazer: $3,000 LTV
• Retention Impact:
  • Members: 85% annual retention
  • Non-members: 40% annual retention
• Advocacy & Word-of-Mouth:
  • Each Trailblazer brings 3 new customers annually at $0 CAC

Success Metrics

North Star Metric

Key Performance Indicators (KPIs)

Enrollment & Growth

• Total members enrolled
• New members per month
• Member growth rate (MoM)
• % of charging sessions by members vs guests

Tier Distribution

• Members by tier (Explorer/Voyager/Pioneer/Trailblazer)
• Tier progression rate (Explorer → Voyager → Pioneer)
• Average time to achieve each tier
• Tier retention rate (annual requalification)

Engagement

• Average sessions per member per year (by tier)
• Average kWh charged per member per year (by tier)
• App active users (% of members)
• Benefit redemption rate (% of members using perks)
• Partner perk usage (redemptions per member)

Financial

• Member revenue (charging + hospitality + partner)
• Credits issued vs credits redeemed (redemption lag)
• Program cost as % of member revenue
• Customer acquisition cost (CAC) for members vs non-members
• Customer lifetime value (LTV) by tier
• Partner revenue (placements, events, affiliates)

Loyalty & Advocacy

• Repeat usage rate (% members with 2+ sessions in 30 days)
• Net Promoter Score (NPS) by tier
• Member referrals (new customers brought by existing members)
• Social media mentions and sentiment
• Member event attendance rates

Reporting Cadence

Weekly

• Member enrollment (total and new)
• Tier achievements
• Benefit redemptions
• Critical issues or escalations

Monthly

• All KPIs dashboard
• Tier distribution and progression
• Financial summary (revenue, costs, ROI)
• Member feedback themes

Quarterly

• Comprehensive program review
• Tier threshold adjustments (if needed)
• Benefit catalog updates
• Partner performance review
• Member surveys (NPS, satisfaction)

Annually

• Full program audit and strategic review
• Year-over-year growth analysis
• Competitive benchmarking
• Multi-year projections update

Year 3 Targets