The card is on the website, above the fold, in a table. Four bands. The lowest is a fifth of the highest. Clients pick the one that describes them and nobody checks.
Two years in, the distribution has come out close to the local income distribution — slightly heavier at the top than she expected.
Why it works, and it is not generosity
Mokoena is impatient with the framing. She did not do this to be kind; she did it because the enquiry-to-booking conversation was eating her week.
"Every enquiry used to end in a quote. A quote is a negotiation, and a negotiation with someone who is already anxious about money is a bad first session before the first session."
A published price ends it before it starts. Revenue rose ninety per cent, driven almost entirely by volume rather than by rate.
The objection she takes seriously
The criticism she gets from peers is that she is devaluing the field — that a published low band becomes the reference price for everyone.
She does not dismiss it. "It might. I would say back: the field's price is already public, it is just published by platforms taking thirty per cent, and it is lower than my lowest band."
Not obviously portable
She is careful about the export version. The practice serves a market where discussing money is less taboo than it is in several of the places that have asked her about it, and the bands are anchored to a local income distribution she can actually name.
"People write and ask for the template. There is no template. There is a table, and you have to know your own city to fill it in."
What she will defend anywhere is the underlying bet. "I assumed people would be honest. Everyone told me that was naive. It is the least interesting finding in two years of doing this: they were."