🎯 Incentive & Penalty Framework
Digital Marketing Heroes
Clear rules, fair measurement, consistent rewards and consequences.
🧮 How Incentives Work
One rule for the whole company. Read this before anything else on this page.
Incentive = Company Performance × Employee Performance
as decided under company policy — there are no fixed per-project or per-task amounts
as decided under company policy — there are no fixed per-project or per-task amounts
💼 Sales Team — the only target-based incentive
- Incentive eligibility begins only on crossing $20,000 in a month.
- Individual target per salesperson: $21,000.
- Below $20,000 → no incentive for that cycle.
- Above $20,000 there is no fixed percentage — approx. 2% as a guide, decided on performance.
- Sales Manager is eligible for a bonus only when the combined team sales exceed $80,000.
- Queries on sales incentives → Vaishnavi.
💻 All Other Teams — no fixed amounts
- There is no fixed incentive per project, per review or per task.
- Incentives are granted as per company policy and the decision of the leading team.
- The amount depends on the employee's performance and the company's performance in that period.
- For Shopify / WordPress / Full-Stack, eligibility opens at 5 five-star reviews or 5 projects delivered in a month.
- Top performers in each team may receive an additional bonus.
📅 Monthly cycle: 23rd of one month to the 23rd of the next. Anything delivered after the 23rd
counts toward the next cycle. | Nothing on this page is a guaranteed or contractual entitlement.
🚀 To earn one: keep improving, make your impact visible to management, and push innovation — we reward people who make themselves super-valuable to the company.
🚀 To earn one: keep improving, make your impact visible to management, and push innovation — we reward people who make themselves super-valuable to the company.
📢 Current policy · supersedes earlier incentive amounts
Incentive & Performance Update
This is the incentive structure now in force for all teams. Where it differs from the role-by-role tables further down this page, this section applies.
🔹 Sales Team
- Incentives are applicable only to the Sales Team, based on their respective team targets and performance.
- For any questions or doubts regarding sales incentives, please connect with Vaishnavi.
🔹 Shopify, WordPress & Full-Stack Teams
- Incentives are performance-based.
- You become eligible after achieving either 5 five-star reviews or delivering at least 5 projects in a month.
- There is no fixed incentive amount. The incentive depends on the company's growth and the employee's overall performance.
🏆 Bonus for Top Performers
- Additional bonuses are given to the top performers from each team, based on overall performance and contribution.
📅 Monthly performance cycle: the project-delivery cycle runs from the
23rd of one month to the 23rd of the next. Any project delivered after the 23rd
is counted toward the next monthly cycle.
The detailed rules and criteria will be posted on Discord shortly — please go through them once they are up. Focus stays on consistent performance, quality delivery, client satisfaction and overall team growth. 🚀
🚀 How to Actually Earn an Incentive
An incentive is earned, not scheduled. Because there is no fixed amount attached to a project or a task, what decides your incentive is the value you visibly create — and whether management can see it.
- Keep improving. Standing still is not neutral. Show measurable growth in your craft cycle over cycle.
- Make your impact visible to management. Do not assume good work speaks for itself. Tell your manager what you achieved, what you improved, and what it saved or earned the company.
- Show what you can achieve in day-to-day work. Consistent, dependable delivery is what makes a person super-valuable to the company — not one good month.
- Push innovation. We are always looking for people who bring new ideas, better ways of working, and improvements nobody asked for. That is the single strongest case for a higher incentive.
- Own outcomes, not tasks. Take responsibility for the result the client actually gets.
In short: be someone the company cannot afford to lose, make sure that is known, and the incentive follows.
📑 Quick Navigation
📋 Universal Rules (All Roles)
🏆 Universal Incentives
No fixed incentive amounts. Company-wide recognitions (attendance, KPI achievement,
employee of the month, training a new joiner, promotion track) are still recognised, but they carry
no fixed rupee value. What is awarded is decided as per company policy and the
leading team's decision, based on the employee's performance and the company's overall
performance in that period. See How Incentives Work.
| Recognition | Award | Basis |
|---|---|---|
| Perfect Attendance | As per company policy | Zero unplanned leaves and zero late arrivals for the full month |
| KPI Achievement | As per company policy | Monthly performance review score of 8.5/10 or higher |
| Employee of the Month | Recognition + as per company policy | Highest performance score, with public recognition |
| Top Performer Bonus | As per company policy | Top performers in each team, on overall performance and contribution |
| Consistency / Promotion Track | Salary revision considered | A year of consistent performance with score ≥ 7.0 |
| Successful Training | As per company policy | Training a new team member who clears probation with score ≥ 7.0 |
⚠️ Universal Penalties
| Violation | Consequence |
|---|---|
| Disrespect toward management, seniors or teammates | Treated as a serious culture and employment issue, not a misunderstanding. Reported by managers or HR → formal review → exit. Applies to every team without exception. Skill does not offset it: once trust, loyalty or basic respect is broken, position is not protected. See the Manifesto. |
| Arrogance, attitude problems or breaking trust | Repeated instances lead to removal regardless of performance. Re-hire is not offered afterwards. The company accepts revenue loss over keeping a toxic team. |
| Late to Work Without Notice | 1st: Verbal warning → 2nd: ₹200 → 3rd: ₹500 → 4th+: Full day's pay |
| Unplanned Leave Without Notice | 1 day's salary deducted + written warning (Exception: Medical emergency with documentation) |
| Breach of Confidentiality | IMMEDIATE TERMINATION - Sharing client data, credentials, or proprietary information |
| Dishonesty or Fake Reporting | IMMEDIATE TERMINATION - Logging hours not worked, reporting false progress |
| Consistent Underperformance | 3 consecutive months with score below 5.0 = Termination |
| Failed Training | -₹500 per person - Trainee fails probation or scores below 5.0 due to inadequate training |
💻 FULL STACK WEB DEVELOPERS / UI UX DESIGNERS / SHOPIFY DEVELOPERS
🏆 Developer Incentives
Superseded by the current policy. Shopify, WordPress and Full-Stack incentives are now performance-based with no fixed amount — eligibility starts at 5 five-star reviews or 5 projects delivered in a month (cycle: 23rd–23rd). The figures in the table below are kept for reference only. See Current Policy.
No fixed incentive amounts. Incentives for this role are not paid per project, per review
or per task. They are granted as per company policy and the decision of the leading team,
and the amount depends on the employee's performance and the company's overall performance
in that period. Eligibility for Shopify / WordPress / Full-Stack opens at 5 five-star reviews or 5 projects
delivered within a cycle (23rd–23rd). Top performers in each team may receive an additional bonus.
Nothing here is a guaranteed or contractual entitlement. See How Incentives Work.
⚠️ Developer Penalties
| Violation | Consequence |
|---|---|
| 1-Star Review | -₹2,000 deduction from salary |
| 2-Star Review | -₹1,500 deduction from salary |
| 3-Star Review | -₹500 deduction + mandatory review meeting |
| 4-Star Review | ₹0 (No bonus, no penalty) |
| Below Minimum Speed (Less than 5 Projects/Month) | -₹1,000 per project shortfall. Minimum criteria of 5 projects per month must be met. |
| Missed Deadline Without Communication | 1st: Written warning → 2nd in quarter: Bonus forfeited → 3rd: PIP initiated |
| Code Quality Below 70% | Must fix on own time + mandatory training session |
| Repeated QA Failures | 3 failures in month = -₹1,000 + performance review |
| Client Escalation to Delhi Team | -₹1,500 per escalation |
| Breaking Live Store | -₹3,000 + incident report + mandatory training |
💼 TECHNICAL SALES SPECIALIST
🏆 Sales Incentives
Check against the current policy. Sales incentives now run on team targets and performance. For anything specific, speak to Vaishnavi. See Current Policy.
⚠️ Note: Minimum sales target is $20,000/month per person. Failing to meet this target will result in penalties. Incentive eligibility opens on crossing $20,000/month. Individual target $21,000/month per person. Sales Manager bonus requires combined team sales above $80,000. No fixed percentage above $20,000 — approximately 2% as a guide, decided on employee and company performance. Incentives are subject to Delhi team's decision.
💰 Payout: Sales are counted when the order is delivered (not when booked). Payouts are processed and credited to employees in the following month's salary cycle.
Sales is the only role with a target-based incentive. There are no per-order commission
slabs or fixed award amounts any more — the single rule is the threshold below.
| Rule | Figure | Detail |
|---|---|---|
| Incentive eligibility | Cross $20,000 / month | Incentive applies only once monthly sales cross $20,000. Below this, no incentive is payable for that cycle. |
| Individual target | $21,000 / month | Target for each person in the sales team. |
| Sales Manager bonus | Combined > $80,000 | The Manager becomes eligible for a bonus only when the team's combined sales exceed $80,000 in the cycle. |
| Amount payable | As per company policy | No fixed percentage above $20,000 — approximately 2% as a guide. Final amount decided on employee and company performance, per the leading team. |
| When counted | On delivery | Sales are counted when the order is delivered, not when booked. Cycle runs 23rd–23rd; anything after the 23rd rolls to the next cycle. |
Queries on sales incentives → Vaishnavi.
⚠️ Sales Penalties
| Violation | Consequence |
|---|---|
| Lost Lead Due to Poor Handling | -₹1,000 per qualified lead pushed away/not converted due to negligence |
| Slow Response to Hot Lead | -₹500 per lead (response over 1 hour during business hours) |
| Below $20,000 Monthly Target | Penalty as per shortfall assessment |
| Below 60% Target ($12,000) | Written warning + sales coaching required |
| Below 50% Target ($10,000) for 2 consecutive months | PIP initiated |
| Misquoting/Overpromising | -₹2,000 + mandatory re-training (causing project scope issues) |
| Missing Lead Follow-up | -₹300 per missed follow-up in CRM |
| Inaccurate CRM Updates | -₹200 per occurrence |
| Client Complaint About Sales Process | -₹500 + review meeting |
| Project Cancellation | -₹1,500 per project cancellation |
📊 PROJECT MANAGER
🏆 PM Incentives
Superseded by the current policy. The latest update lists incentives for the Sales Team and the Shopify / WordPress / Full-Stack teams only; top performers in every team remain eligible for a bonus. The table below is kept for reference — confirm with HR before relying on these amounts. See Current Policy.
No fixed incentive amounts. Incentives for this role are not paid per project, per review
or per task. They are granted as per company policy and the decision of the leading team,
and the amount depends on the employee's performance and the company's overall performance
in that period. Eligibility for Shopify / WordPress / Full-Stack opens at 5 five-star reviews or 5 projects
delivered within a cycle (23rd–23rd). Top performers in each team may receive an additional bonus.
Nothing here is a guaranteed or contractual entitlement. See How Incentives Work.
⚠️ PM Penalties
| Violation | Consequence |
|---|---|
| 1-3 Star Review on Managed Project | -₹2,000 per project |
| 4-Star Review | ₹0 (No bonus, no penalty) |
| Project Deadline Miss | -₹1,000 per project (without valid escalation) |
| Scope Creep Without Approval | -₹1,500 per occurrence |
| Resource Misallocation | -₹500 + incident review |
| Missing Status Reports | -₹300 per missed report |
| Client Escalation Due to Mismanagement | -₹2,000 + performance review |
| Team Conflict Mishandling | -₹500 + HR documentation |
🤝 CLIENT SUCCESS MANAGERS (CSM)
🏆 CSM Incentives
Superseded by the current policy. The latest update lists incentives for the Sales Team and the Shopify / WordPress / Full-Stack teams only; top performers in every team remain eligible for a bonus. The table below is kept for reference — confirm with HR before relying on these amounts. See Current Policy.
No fixed incentive amounts. Incentives for this role are not paid per project, per review
or per task. They are granted as per company policy and the decision of the leading team,
and the amount depends on the employee's performance and the company's overall performance
in that period. Eligibility for Shopify / WordPress / Full-Stack opens at 5 five-star reviews or 5 projects
delivered within a cycle (23rd–23rd). Top performers in each team may receive an additional bonus.
Nothing here is a guaranteed or contractual entitlement. See How Incentives Work.
⚠️ CSM Penalties
| Violation | Consequence |
|---|---|
| 1-3 Star Review | -₹2,000 per project |
| 4-Star Review | ₹0 (No bonus, no penalty) |
| Client Escalation to Delhi | -₹1,000 per escalation |
| Response Time Over 2 Hours | -₹200 per occurrence (business hours) |
| Miscommunication Causing Rework | -₹500 + incident documentation |
| Lost Client Due to Poor Communication | -₹2,500 + performance review |
| Missing Project Updates | -₹300 per missed daily/weekly update |
👥 HR SPECIALIST
🏆 HR Incentives
Superseded by the current policy. The latest update lists incentives for the Sales Team and the Shopify / WordPress / Full-Stack teams only; top performers in every team remain eligible for a bonus. The table below is kept for reference — confirm with HR before relying on these amounts. See Current Policy.
No fixed incentive amounts. Incentives for this role are not paid per project, per review
or per task. They are granted as per company policy and the decision of the leading team,
and the amount depends on the employee's performance and the company's overall performance
in that period. Eligibility for Shopify / WordPress / Full-Stack opens at 5 five-star reviews or 5 projects
delivered within a cycle (23rd–23rd). Top performers in each team may receive an additional bonus.
Nothing here is a guaranteed or contractual entitlement. See How Incentives Work.
⚠️ HR Penalties
| Violation | Consequence |
|---|---|
| Bad Hire | -₹2,000 if new hire terminated within probation for performance |
| Hiring Delay | -₹500 per week beyond 14-day target |
| Missed Payroll Processing | -₹1,000 per occurrence |
| Incomplete Documentation | -₹300 per missing employee document |
| Training Not Scheduled | -₹500 per missed mandatory training |
| Employee Complaint Mishandling | -₹1,000 + mandatory HR training |
| Confidentiality Breach | IMMEDIATE TERMINATION |
| Compliance Violation | -₹2,000 + corrective action plan |
🎨 GRAPHIC DESIGNER / AI VISUAL SPECIALIST
🏆 Designer Incentives
Superseded by the current policy. The latest update lists incentives for the Sales Team and the Shopify / WordPress / Full-Stack teams only; top performers in every team remain eligible for a bonus. The table below is kept for reference — confirm with HR before relying on these amounts. See Current Policy.
No fixed incentive amounts. Incentives for this role are not paid per project, per review
or per task. They are granted as per company policy and the decision of the leading team,
and the amount depends on the employee's performance and the company's overall performance
in that period. Eligibility for Shopify / WordPress / Full-Stack opens at 5 five-star reviews or 5 projects
delivered within a cycle (23rd–23rd). Top performers in each team may receive an additional bonus.
Nothing here is a guaranteed or contractual entitlement. See How Incentives Work.
⚠️ Designer Penalties
| Violation | Consequence |
|---|---|
| 3+ Revision Rounds | -₹500 per project exceeding 3 rounds |
| Brand Inconsistency | -₹300 per occurrence |
| Missed Design Deadline | -₹500 per day late |
| Using Unlicensed Assets | -₹1,000 + legal documentation + training |
| Quality Below Standard | Must redo on own time + -₹300 |
📱 SOCIAL MEDIA / CONTENT SPECIALIST
🏆 Content Incentives
Superseded by the current policy. The latest update lists incentives for the Sales Team and the Shopify / WordPress / Full-Stack teams only; top performers in every team remain eligible for a bonus. The table below is kept for reference — confirm with HR before relying on these amounts. See Current Policy.
No fixed incentive amounts. Incentives for this role are not paid per project, per review
or per task. They are granted as per company policy and the decision of the leading team,
and the amount depends on the employee's performance and the company's overall performance
in that period. Eligibility for Shopify / WordPress / Full-Stack opens at 5 five-star reviews or 5 projects
delivered within a cycle (23rd–23rd). Top performers in each team may receive an additional bonus.
Nothing here is a guaranteed or contractual entitlement. See How Incentives Work.
⚠️ Content Penalties
| Violation | Consequence |
|---|---|
| Missed Posting Schedule | -₹500 per missed post (YouTube/Instagram) |
| Grammatical/Spelling Errors | -₹200 per published error |
| Plagiarized Content | -₹2,000 + written warning (2nd offense: Termination) |
| Brand Voice Inconsistency | -₹300 per occurrence |
| Engagement Drop (Negligence) | -₹500 + performance review |
📊 Quick Reference
⭐ Star Rating Impact (Developers / CSM)
| Star Rating | Reward/Penalty | Action Required |
|---|---|---|
| ⭐⭐⭐⭐⭐ 5-Star (First 5 Projects) | As per company policy | On-time, bug-free delivery |
| ⭐⭐⭐⭐⭐ 5-Star (After 5 Projects) | As per company policy | On-time delivery |
| ⭐⭐⭐⭐ 4-Star | ₹0 | No incentive — multiple 4-stars can lead to PIP |
| ⭐⭐⭐ 1-3 Star | -₹2,000/project | Penalty + review meeting |
⭐ Star Rating Impact (PM)
| Star Rating | Reward/Penalty | Action Required |
|---|---|---|
| ⭐⭐⭐⭐⭐ 5-Star | As per company policy | Consistent bonus for all 5-star projects managed |
| ⭐⭐⭐⭐ 4-Star | ₹0 | No incentive — multiple 4-stars can lead to PIP |
| ⭐⭐⭐ 1-3 Star | -₹2,000/project | Penalty + review meeting |
Note: For projects involving multiple team members, the penalty/reward is split based on responsibility assessment by Delhi Team. Bigger custom development projects can grant more incentives (case-by-case based on performance).
💰 Sales Incentive Structure
| Performance Level | Outcome | Details |
|---|---|---|
| Below $20,000 | Penalties apply | Below the eligibility threshold — penalties based on shortfall severity. No incentive. |
| Crosses $20,000 | Incentive zone opens | Incentive becomes payable only once monthly sales cross $20,000. |
| Individual target: $21,000 | Target met | The monthly target for each person in the sales team. |
| Manager — combined > $80,000 | Manager bonus eligible | The Sales Manager qualifies for a bonus only when the team's combined sales exceed $80,000. |
| Amount payable | As per company policy | No fixed percentage — approximately 2% as a guide, decided on employee and company performance. |
📝 Important Notes
- All penalties are capped at 50% of monthly salary (except termination offenses)
- Incentives, where awarded, follow the monthly cycle (23rd–23rd) and are processed with the next salary run
- Quarterly bonuses (HR, PM process bonuses, training bonus) are paid at quarter-end
- All incentives/penalties are documented in employee file
- Disputes must be raised within 48 hours of notification
- Delhi Team decision is final on all incentive/penalty matters
- Delhi Team reserves the right to deny incentives or forgive penalties at any time based on situational circumstances and time-to-time evaluation
- HR representative must be informed of all incentive/penalty decisions
- Review split calculation: When multiple team members are involved, responsibility % is determined by PM assessment
- Developers: Minimum 5 projects/month required — shortfall incurs ₹1,000 penalty per missing project
- 4-Star reviews are not acceptable long-term — multiple 4-star reviews indicate a performance gap and can trigger PIP
- All team members must follow their respective role SOPs — SOP violations may result in additional penalties
- Sales target is $20,000/month per person — failure to meet target results in penalties. Incentive eligibility opens on crossing $20,000/month. Individual target $21,000/month per person. Sales Manager bonus requires combined team sales above $80,000. No fixed percentage above $20,000 — approximately 2% as a guide, decided on employee and company performance. Credited 1 month after order delivery and finalization.
🔄 Performance Review & Improvement Process
1
Weekly Check-in
Ongoing — PM/Manager tracks project progress, SOP adherence, and client feedback
Ongoing — PM/Manager tracks project progress, SOP adherence, and client feedback
2
Monthly Review
By 5th of next month — star ratings, project count, penalties/incentives calculated
By 5th of next month — star ratings, project count, penalties/incentives calculated
3
Appeal Window
48 hours to submit written appeal with supporting evidence to HR
48 hours to submit written appeal with supporting evidence to HR
4
Committee Review
3 working days — HR + Delhi Team reviews appeal and evidence
3 working days — HR + Delhi Team reviews appeal and evidence
5
PIP Trigger
If score below 5.0 for 2+ months, or multiple 4-star reviews, or consistent SOP violations
If score below 5.0 for 2+ months, or multiple 4-star reviews, or consistent SOP violations
6
Documentation & Action
All decisions documented in performance file — promotion track reviewed at 1-year mark
All decisions documented in performance file — promotion track reviewed at 1-year mark
❓ Frequently Asked Questions
When are bonuses paid?
There are no fixed incentive amounts. Where an incentive is awarded, it follows the monthly cycle
(23rd of one month to the 23rd of the next) and is processed with the next salary run. The amount is
decided as per company policy, based on your performance and the company's performance in that
period — it is not a fixed or guaranteed figure. Sales is the only role with a target-based
rule: incentive eligibility opens on crossing $20,000, the individual target is $21,000, and the
Sales Manager qualifies for a bonus only when combined team sales exceed $80,000.
What if a project has multiple team members? How is the penalty/reward split?
The Project Manager assesses the responsibility percentage for each team member based on their
contribution. For example, if a project gets a 1-star review due to code issues, the developer may
receive 70% of the penalty while CSM receives 30%. Delhi Team makes the final decision on splits.
Can penalties exceed my salary?
No. All penalties are capped at 50% of monthly salary. The only exceptions are
termination offenses like confidentiality breaches or dishonesty.
How do I appeal a penalty decision?
You have 48 hours from notification to submit a written appeal. Send your appeal to HR with
supporting evidence. The HR representative must be informed, and the Review Committee will review
within 3 working
days. Their decision is final.
What happens if I get multiple bad reviews in one month?
Each review is counted separately. For example, two 1-star reviews in a month = -₹4,000 total
(-₹2,000 each). The 50% salary cap still applies. Patterns of poor reviews (multiple projects below
4-star) will immediately trigger a Performance Improvement Plan (PIP). Three consecutive months with
score below 5.0 will result in termination.
Does a 4-star review mean I failed?
A 4-star is a warning sign, not a pass. While there's no direct monetary penalty,
it means the client was not extremely satisfied. Your goal is to ensure every client is excited
about your work, not just content. Multiple 4-star reviews will trigger a performance review and can
lead to PIP and ultimately termination. Always aim for 5-stars by delivering innovative,
high-quality work that exceeds expectations.
What qualifies as a "medical emergency" for unplanned leave?
Medical emergencies require documentation (doctor's note, hospital receipt, etc.). This includes
sudden illness, accidents, or family medical emergencies. HR will review documentation for validity.
How is "response time" calculated for CSM bonuses?
Response time is measured from when a client sends a message to when you acknowledge/respond (during
business hours only: 10 AM - 7 PM IST). Automated responses don't count. We track this through
communication tools.
Can I get both incentives and penalties in the same month?
Yes. They are calculated separately. For example, you might earn ₹2,000 for a
5-star review on one project but get -₹500 for missing a deadline on another. Your net bonus would
be ₹1,500.
What is a PIP (Performance Improvement Plan)?
A PIP is a formal 30-day improvement plan with specific goals. You'll work closely with your manager
to address performance issues. Successfully completing a PIP removes termination risk. Failing to
improve may result in termination.
How do sales incentives work with team deals?
Incentive credit goes to the person who closed the deal (final conversion). You must reach your
minimum sales target of $20,000/month per person. Failing to meet this target results in penalties.
Incentive eligibility opens on crossing $20,000/month. Individual target $21,000/month per person. Sales Manager bonus requires combined team sales above $80,000. No fixed percentage above $20,000 — approximately 2% as a guide, decided on employee and company performance.
Subject to Delhi team's decision. Credited 1 month after the order is delivered and finalized. If multiple
salespeople worked on a lead, the split is decided by management based on contribution. Referral bonuses
(to Vivek) are separate from sales incentives.
What counts as "breaking a live store"?
Any code change that causes: store downtime, checkout failures, data loss, visual breaks visible to
customers, or performance issues affecting sales. Always test on staging first and follow deployment
protocols.
Can I earn the Employee of the Month award multiple times?
Yes! There's no limit. If you consistently have the highest performance score, you
can win every month. This also fast-tracks you for promotions and salary increases.
What if a client gives a bad review unfairly?
Document everything and submit an appeal within 48 hours. Include chat logs, delivered work,
timeline evidence, and any documentation showing the issue was outside your control. The Review
Committee will investigate fairly.
How do I track my incentive progress during the month?
Check your performance dashboard weekly. Project completions, reviews, and metrics are tracked in
real-time. Monthly summary is shared by 5th of the following month. Ask your manager for updates
anytime.