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For independents you are competing against free. Many companies have died at the hill of CRM/web to independents. The price point you mentioned is totally realistic if the value is there and the non-automotive freemium CRMs with super low entry points have taken up this space but they aren't making any money. It's definitely a tough nut to crack. I have also seen a dealership in a box type of offering with website, crm, messaging, taking payments, inventory management in one service be the trend at 250-500.