# A Russian procurement calculator for 500 users: NMCK is a hook from an old-school SaaS buried in the browser · Chrome extension

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> The parent company pushed it through ready-made channels: long tutorial posts on Klerk with install links at the bottom, SEO landing pages on the official site, VK community roundups, long-tail store keywords, plus 5 plugins from the same publisher cross-promoting each other. It grew fastest from late September to late October, then stalled once promotion stopped.

[Chrome extension](https://stringers.io/en/ext/index.md) · written 11-6

НМЦК · zakupki44fz.ru

# A Russian procurement calculator for 500 users: NMCK is a hook from an old-school SaaS buried in the browser

**What it is** A free browser extension that, with a right-click, calculates the initial maximum contract price for government procurement and helps pick the product classification code, then with one click jumps back to the paid Эконом-Эксперт.

**Why it took off** Its parent company pushed it through existing channels: a long tutorial article on Klerk with an install link at the end, an official SEO landing page, VK community roundups, long-tail store keywords, plus cross-promotion among the same publisher's 5 extensions. It grew fastest from late September to late October and stalled once the promotion stopped.

**C** **How you could follow it** Stop building procurement calculators. If you already sell SaaS in a compliance-heavy industry, split the small tasks your customers repeat daily into free extensions that match your main product and send users back to it. Use industry long-form articles, landing pages, and UTM tags to bring people from legacy channels.

C grade: This kind of extension caps out at a few hundred to a thousand users and doesn't make money directly. Its growth came from a parent company that spent over a decade building customers and channels, which followers can't replicate. The "SaaS splits off a plugin as its entry point" play is worth learning, but copying it isn't worth the effort. Still barely known

523 users · rating 5.0 (1)

NMCK is a free Chrome extension for Russian government procurement officers to calculate the "initial maximum contract price." It launched in late July and had 533 users by November 6. The store itself didn't promote it. Behind it is Эконом-Эксперт, a procurement SaaS that has been around for over a decade and claims 2000+ institutional clients. The company pulls people in one by one with its blog articles, VK community, and SEO landing pages, then sends them from the extension back to the paid product. Anyone can build a calculator, but the followers can't get this batch of longtime customers or these channels.

### An article about 100 packs of A4 paper

In 2026 Aug 5, on the Russian accounting portal Klerk.ru, Эконом-Эксперт's corporate blog published "Government Procurement in Practice, Part Two: Calculating NMCK with the Market Analysis Method." The whole piece is a walkthrough: an agency wants to buy 100 packs of A4 copy paper, finds five prices, one contract is priced for different packaging and another includes extra services, so both are dropped. The remaining 380, 395, and 405 rubles average 393.33 rubles a pack, and 100 packs have an initial maximum contract price of 39,333 rubles.

The last line of the article reads: "To get started quickly, install the NMCK extension for Chrome and Yandex Browser." The link carries `utm_source=klerk`. Below it, in small print: "Advertisement: LLC Persis," followed by the ad-disclosure marking required by Russian advertising law.

Persis is the company behind Эконом-Эксперт, located in Perm in the Urals. The developer registered on the store is also Persis.

### What it is

NMCK is the Russian abbreviation for "initial maximum contract price." Under federal law no. 44, every government agency must calculate this price and document the basis before each procurement: find several comparable contracts or quotes, compute the average, standard deviation, and coefficient of variation, and explain it if dispersion exceeds 33%. Getting it wrong risks penalties.

The extension handles the first half of this process:

- Select a product name on a web page, right-click "Расчёт НМЦК," and the name fills into the form automatically;

- Enter the quantity and at least two prices to calculate the average, coefficient of variation, and total, with warnings if the data is insufficient or dispersion is too high;

- Select an OKPD 2 / KTRU code by product name automatically (the product classification code required for procurement);

- Drafts are saved locally and can be exported as CSV;

- The rounding rules match Эконом-Эксперт's. After the calculation, one click takes you there to check the bans and restrictions on this code, find executed contracts, and generate the justification documents.

The extension requests only two permissions (storage and context menu). Version 0.2.9, still being updated as of October, store rating 5.0, but only 1 reviews.

### Where the money comes from: not the extension

The extension is free, with no in-app purchases. The money is in the parent product: Эконом-Эксперт sells annual licenses, minimum one year, and its website says "request a quote." Third-party resellers list prices from 41.2k and 51.5k rubles, and a 37.3k ruble purchase of it can be found on the government procurement site. The website claims 2000 organizations use it, with a 87% renewal rate.

So the extension's job is to act as an entry point: every time a procurement officer calculates a price or selects a code, they run into the Эконом-Эксперт name, and when they need the full feature set they can click through to start a trial. The landing page says it plainly: "The extension saves you the first step. When you need reliable data and documents, it takes you to ЭЭО." How many trials and paid conversions the extension actually drives is not visible from the outside.

### Where users come from

The growth curve has three phases (daily readings from extops.dev): Aug 31 244, Sep 21 290, a slow month; it picked up from late September to late October, Oct 16 453, Oct 30 537; after that it flatlined, Nov 6 533.

Every channel I could find belongs to the company itself:

- **Industry content platform** : the Klerk article above. Both the links in the text and at the end carry UTMs.

- **Official SEO landing page** : `zakupki44fz.ru/nmck-chrome-extension/`, titled "44-ФЗ Procurement NMCK Calculator, Chrome Extension." There is an install button at the top and another at the bottom, tagged `utm_source=seo_landing`.

- **VK community** : the company's VK account posted "Useful collection: free extensions for procurement specialists," promoting three extensions as a bundle (exact date not found).

- **Long-tail keywords in the store** : the description repeats "калькулятор нмцк по 44 фз", "нмцк онлайн" and "обоснование нмцк", and the whole block was rewritten in Oct 30; the store's support link also carries `utm_source=chrome_web_store`.

- **One publisher cross-promoting** : the same publisher released 5 extensions between 7 and October, and they show up in each other's "Related" recommendations in the store. The OKPD 2 | KTRU code-picker extension is growing fastest: 1 333 in Sep, 22 to 1,000 in Oct. The others include an amount-in-words extension (328), an EIS listing extension (122), and a 44-FZ training extension (19,5). Together they add up to about 2,000 users. In October the publisher also earned the store's Established publisher badge.

- **Yandex Browser** : many people in Russia use Yandex Browser, which installs extensions from the Chrome Web Store directly, so the promotion often says "Chrome and Yandex Browser" (inference: these installs are counted in the store's user numbers).

Client emails, weekly webinars, and 120 / 260-hour training courses are ready-made reach channels, but I found no sign they promoted this extension (inference, unverified). There are no ads, TikTok, or X presence for it, and this audience isn't there anyway.

The late-September acceleration lines up with these promotion rounds, but there's no way to tell how much each channel contributed. The growth stopped after Oct 30, which suggests it has no growth loop of its own and depends on repeated pushes.

### Who it's competing with

| Competitors | Form | Scale | Compared with NMCK |
|---|---|---|---|
| ConsultantPlus calculator | Web | A major legal database; ranks #1 for "NMCK calculator" searches | Free, links to the Consultant legal database; no context menu or code selection |
| Эконом-Эксперт's own web version | Web | Ranks #2 for the same search | Same company; the extension just moves it into the right-click menu |
| ppt.ru, els24, etr-torgi, planetcalc, and others | Web | SEO content sites and e-trading platforms | Pure calculation, used to drive traffic to their own products |
| Regional government portals | Web | Official | Free, calculation only |
| Kontur.Zakupki and other large procurement SaaS | Paid modules | Kontur's signing extension has millions of users | Price calculation is one feature inside a paid product, not a standalone free extension |
| KAC (price market analysis) | Chrome | Listed on 2024-03, 1,000 users, flat for 90 days | Individual developer, no channels |
| Расчёты для Снабжения | Chrome | Listed 2026-07, 57 users | Same category, no channels |
| AI TENDERR | Chrome | Kazakhstan, listed on 11-01, 0 users | AI tender analysis, has in-app purchases |

The algorithm is fixed by regulation, so anyone can build it, and web versions are free everywhere. In this small Chrome Web Store category, similar extensions sit between a few dozen and 1,000 users; NMCK and its code-selection siblings are already among the largest. That is the ceiling.

I didn't see anyone copying it. Few people know about it either: apart from the company's own blog, VK, and landing page, there's no media coverage and no discussion.

### If it were you

**In one line** : don't build another procurement calculator. What's worth learning is the playbook where an established vertical SaaS splits its high-frequency small tasks into a set of free extensions as acquisition entry points, provided you already have a paid product and a base of existing clients.

**Who it suits** : teams already selling SaaS in a compliance-heavy, form-heavy industry, such as tax filing, customs codes, medical coding, construction cost estimation, or government procurement in other countries, who have a blog, a community, an email list, or training courses as existing reach channels.

**Who it doesn't suit** : independent developers without a parent product who want to earn from the extension itself or rely on the store for cold-start traffic. This type of extension tops out at a few hundred to a thousand users and makes no money on its own. Without a paid product behind it, it's just a free calculator.

**How to build it** : find the step your customers repeat every day where the algorithm is fixed by regulation (price calculation, code lookup, amount-in-words, format validation). Build one extension per step, with results that exactly match your main product, and after the calculation, one click returns to the main product to continue the paid part. Publish several extensions under the same publisher account so they recommend each other in the store.

**How to get users** : pair each extension with an official landing page; write a long, genuinely useful article on an industry content platform with the install link at the end; promote it once as a bundle in communities; write the store description in the local language to capture long-tail search terms; tag every entry point with UTMs so you know which channel brings trials.

**When to move** : there's no window. This is slow work. In smaller-language stores, long-tail terms like these have almost no competition, so the first to claim them wins.

**Signs you've misread it** : after months of promotion the extension has thousands of installs but trial requests on the main product haven't changed. Or users grow in steps with each promotion round, like NMCK, and flatline when pushes stop. That means it's just a distribution channel, not an entry point.

[Chrome store page ↗](https://chromewebstore.google.com/detail/%D0%BD%D0%BC%D1%86%D0%BA/bnnfhfaolhmhjgabfpccfodjhokggckp)

**Research notes: competitor table, acquisition evidence, full research report**

Competitors

| Name | Where | Launched | Scale | How it differs from this one |
|---|---|---|---|---|
| ConsultantPlus NMCK calculator | Web | Years | A major legal database; ranks #1 in search | Free web calculation, links to the Consultant legal database; no context menu, no code selection |
| Эконом-Эксперт web version /app/nmck | Web | Years | Ranks #2 in search | Same company; the extension just moves it into the browser's right-click menu |
| ppt.ru / els24 / etr-torgi / planetcalc / ПРОГОСЗАКАЗ.РФ | Web | Years | SEO content sites and trading platforms | Pure calculation, used to drive traffic to their own products |
| Regional government portal NMCK calculators (Yamal, Tambov, Yaroslavl) | Web | Years | Official | Official and free, calculation only, no follow-up steps |
| Kontur.Zakupki and other procurement SaaS | Big-company features | Years | Kontur's extensions have millions of users (for signing and encryption) | NMCK is a module in a paid SaaS, not a standalone free extension |
| КАЦ – Конъюнктурный Анализ Цен | Chrome | 2024-03 | 1k users, flat for 90 days | Solo dev, price research, no channel behind it |
| Расчёты для Снабжения | Chrome | 2026-07 | 57 users | Same category, no channels |
| AI TENDERR | Chrome | 2026-11-01 | 0 users | Kazakhstan, AI tender analysis, has in-app purchases |

Where users come from

- **Verified** **official site SEO landing page** : the install button on zakupki44fz.ru/nmck-chrome-extension/ carries utm_source=seo_landing; the OKPD extension has the same landing page

- **Verified** **industry content platform (Klerk company blog)** : the НМЦК article on 2026-08-05 promotes the extension at the bottom, with a link carrying utm_source=klerk

- **Verified** **VK community** : vk.com/per_sis posted «бесплатные расширения для специалистов по закупкам», bundling three extensions together

- **Verified** **store search / long-tail keywords** : the description repeats long-tail terms like «калькулятор нмцк по 44 фз» and «нмцк онлайн»; 10-30 rewrote it once

- **Verified** **extensions in the same family cross-link** : 5 extensions from the same publisher, and they show up in each other's store-related slots

- Inferred **existing clients, email, online courses, webinars** : the site claims 2000 organizations use it, with weekly webinars, email and courses; I found no evidence these channels directly push the extension

- Inferred **Yandex Browser users installing from the Chrome store** : the promo says it works in «Chrome и Яндекс Браузер»; extensions installed in Yandex Browser count toward Chrome store user numbers (inferred)

## Why the НМЦК (Chrome extension) got traction

**In one line** : a free mini extension from Russian government procurement (44-ФЗ) SaaS «Эконом-Эксперт» (ООО «Персис» / «Перспективные системы», Perm), which lets you right-click in the browser to calculate НМЦК (initial maximum contract price), optionally picks an ОКПД 2 / КТРУ code, and then funnels users to the paid Эконом-Эксперт. Its 500 users didn't come from natural store traffic; the parent company pushed them in bit by bit through its existing channels (blog, VK, SEO landing pages, email). In the end it's a **lead-gen hook** , not a standalone product.

### 1. Basic data

| items | value | Source |
|---|---|---|
| Launched | 2026-07-23 | Chrome Web Store / chromestore library |
| users | 523 (2026-11-01 snapshot); 533 (2026-11-06) | chromestore item_snap;extops.dev |
| curve | 08-31 244 → 09-21 290 → 10-04 365 → 10-16 453 → 10-30 537 → 11-06 533 | extops.dev single page (34 readings) |
| Rating | 5.0, only 1 reviews | Storefront |
| Version | 0.2.9,2026-10-29 update; 10-30 rewrote the store description; 10-05 earned the Established publisher badge | store, extops |
| Permissions | storage, contextMenus; matches only `https://zakupki44fz.ru/*` | extops |
| Paid | The extension itself is free with no in-app purchases; the parent product Эконом-Эксперт sells annual licenses (minimum 1 years, site says «по запросу»), third-party pages list it from 41.2k / 51.5k rubles, and procurement contracts on tender sites show 37.3k rubles | zakupki44fz.ru homepage pricing section; parta1.ru; zakupki.kontur.ru |

Growth came in two phases: slow before late September (about +46 per month), picked up noticeably from late September to late October (about 5 weeks +250), and has basically flatlined since 30 October (around 530). Over the full 30 days, +168 (extops).

The same developer has 4 more extensions using the same playbook (extops developer page):

- «ОКПД 2 | КТРУ»: 07-17 listed, 09-01 333 → 10-22 1k, growing even faster than НМЦК

- «Amount in Words / Сумма прописью»: 328 users

- «Размещение в ЕИС»: 10-02 listed, 122 users

- «Обучение 44 ФЗ»: 09-21 listed, 19 users

Together the 5 extensions add up to about 2k users.

### 2. Competitors

The НМЦК calculator is **a free mini tool you find everywhere** in Russia, and the calculation itself has no barrier: the regulation (Ministry of Economic Development order No. 567) defines the algorithm: mean price, standard deviation, coefficient of variation, plus a warning when it exceeds 33%.

| Competitors | Form | Scale / timing | How it differs |
|---|---|---|---|
| ConsultantPlus calculator calc.consultant.ru/nmcc | Web | Big player, ranks #1 in search | Free web tool, funnels toward the Консультант legal database; no right-click, no code picker |
| Эконом-Эксперт's own web version zakupki44fz.ru/app/nmck | Web | Ranks #2 for «калькулятор НМЦК онлайн» (Jina search) | It's the same company; the extension just moves it into a right-click in the browser |
| ppt.ru, els24.com, etr-torgi.ru, planetcalc.ru, ПРОГОСЗАКАЗ.РФ | Web | SEO content sites and e-trading platforms | Pure calculation, all used to drive traffic to their own products or platforms |
| Regional government portals (Yamal, Tambov, Yaroslavl) | Web / government portals | Official | Official and free, but only calculates |
| Kontur.Zakupki and other large procurement SaaS | Big-company features | Kontur has an extension at the 4M-user level («Контур.Расширение», for cryptographic signing) | Treats НМЦК as one module inside a paid SaaS, not a standalone extension |
| КАЦ – Конъюнктурный Анализ Цен(Андрей Семушин) | Chrome | Listed 2024-03, 1k users, flat for 90 days | Price-research category, solo devs, no longer growing |
| Расчёты для Снабжения(xavitar404) | Chrome | Listed 2026-07, 57 users | Same category, no channels |
| Госзакуп Помощник; AI TENDERR (Kazakhstan, 2026-11-01 listed, 0 users) | Chrome | Very small | Same category, no channels |
| Zakupki Gov – Bitrix24.GOV | Chrome | Listed for 2021 years, 778 users | It's CRM integration, not calculation |

**Bottom line** : in the Chrome store it's already one of the largest in the small «44-ФЗ calculation / coding» niche (НМЦК 500+, sister extension ОКПД 1k). But the category's ceiling is low; similar extensions sit between a few dozen and 1k users.

### 3. Growth tactics (evidence)

1. **Own content and SEO landing pages** : the official site has a dedicated `/nmck-chrome-extension/` page (title «Калькулятор НМЦК для закупок по 44-ФЗ — расширение для Chrome»), and the install button carries `utm_source=seo_landing` (one at the top, one at the bottom); the OKPD extension has a matching `/okpd2-ktru-chrome-extension/`. Confirmed.

2. **Klerk.ru company blog** : 2026-08-05 published «Работа с госзакупками. Часть 2. Расчёт НМЦК», ending with «установите расширение НМЦК для Chrome и Яндекс Браузера», with the link carrying `utm_source=klerk&utm_campaign=nmck_market_analysis`. Confirmed.

3. **VK community** (vk.com/per_sis, «Эконом-Эксперт. Программа для госзакупок»): posted an article «Полезная подборка: бесплатные расширения для специалистов по закупкам» bundling three extensions. Confirmed (exact date not retrieved; VK has anti-scraping).

4. **In-store SEO** : the description densely repeats long-tail terms like «калькулятор нмцк по 44 фз», «нмцк онлайн», «расчет цены нмцк», «обоснование нмцк». 10-30 also rewrote the whole thing once, and the support links in the store carry `utm_source=chrome_web_store`. Confirmed (how much traffic these terms bring was not verified).

5. **Extensions in one family cross-link** : in the store's «related extensions» slot, НМЦК and ОКПД 2 | КТРУ show up together, and the Персис publisher page lists the 5 extensions side by side. Confirmed.

6. **Yandex Browser** : many Russian users rely on Yandex Browser, which installs extensions straight from the Chrome store, and those installs count toward Chrome store user numbers. That's why the promo says it works in both «Chrome и Яндекс Браузер». Inferred.

7. **Existing clients, email, courses, webinars** : the site says «2000 organizations use it», «87% of users renew the annual fee», and it runs weekly webinars, email (claiming 97% of subscribers read it), and courses worth 120 / 260 academic hours. These are ready-made reach channels, but I found no evidence they directly push the extension. Inferred, not verified.

8. Ads, TikTok, X, HN: none found, and this audience (Russian government procurement officers) isn't on those platforms.

### 4. Why it took off

- **Ready-made audience** : Эконом-Эксперт has been around for over a decade (YouTube videos from 10 years ago), with 2000+ client organizations, a VK community, courses and webinars. The new extension doesn't need a cold start.

- **Real need, high frequency, plus compliance pressure** : procurement specialists have to calculate НМЦК and set codes on every purchase, and errors risk fines. It's free, works with a right-click, and the barrier to installing in the browser is nearly zero.

- **Treating it as a channel experiment** : In 2026 7 through October they shipped 5 extensions in one go, each with UTM tracking, a landing page, and a blog post. This is a traditional B2B company systematically testing browser extensions as a new acquisition channel. The late-September speed-up lines up with the channel push (08-05 Klerk, the VK collection, landing pages), but no one has separated out which channel actually drove the results.

- **What it hasn't done** : users have flatlined since 10-30; the rating has stayed at 1 reviews. It hasn't built a growth loop of its own; it depends on pushing one channel after another.

### 5. Differentiation

Compared with the pile of free web calculators, it adds three things:

1. **Right-click in the browser** : select procurement text → right-click "Расчёт НМЦК" and the name is filled in automatically. Drafts are saved locally and can be exported as CSV.

2. **Code selection (ОКПД 2 / КТРУ) and "check what bans and restrictions apply to this code" are chained on after it** .

3. **The rounding rules match the parent product Эконом-Эксперт** . After calculating, one click jumps back to Эконом-Эксперт, where you can do "find prices from executed contracts" and generate justification documents.

These differentiators **are not the main reason it took off** . Anyone can do the calculation, and the web versions are free. What matters is **the brand and channels of the paid SaaS behind it** . The extension's real value is that it puts the high-frequency action of "pricing and picking codes" into the user's browser, turning it into an entry point for the paid product, i.e., a source of sales leads.

### 6. Visibility and copycats

- **Visibility** : few people know about it yet. Only its own blog, VK, and landing page mention it; no media coverage, no X discussion, and no TrustMRR revenue.

- **Copycats** : none obvious. Similar players KАЦ, Расчёты для Снабжения, and AI TENDERR each go their own way; AI TENDERR (Kazakhstan, listed 11-01) is also "procurement + extension", but focuses on AI analysis of tender documents.

### 7. What others can learn

- **Vertical B2B SaaS with an existing customer base can split high-frequency small actions into free extensions as an acquisition entry point** : one extension per action, UTM tags on each channel, an SEO landing page for each extension, and install links at the end of articles on content platforms (industry blogs like Klerk).

- **A family of extensions that cross-promote each other** : several small extensions from the same publisher become each other's "related extensions" in the store, and it also gets the Established publisher badge earlier.

- **In small-language markets like Russian, stuffing long-tail keywords into store descriptions** faces almost no competition.

- For us, the ceiling of this category is about 1k users, so it isn't worth building in itself. What's worth learning is the playbook of "SaaS splitting features into extensions," which can be applied to other countries and other compliance-heavy industries (tax, customs, medical coding).

### 8. Uncertain

- How many installs each channel brought (UTM data not visible).

- How many trial requests or paid conversions the extension drove; no data.

- Dates and read counts of the VK posts; whether emails and webinars promoted the extension.

- "Yandex Browser installs are counted toward Chrome store users" is common-sense inference, not specifically verified.

- Whether 10-30's growth stopped because the promotion ended or because its ranking changed after a store description edit is unclear.

### Sources

- Chrome Web Store listing [chromewebstore.google.com/detail/bnnfhfaolhmhjgabfpccfodjhok…](https://chromewebstore.google.com/detail/bnnfhfaolhmhjgabfpccfodjhokggckp) (2026-11-06 scraped)

- Publisher page [chromewebstore.google.com/publisher/%D0%BF%D0%B5%D1%80%D1%81…](https://chromewebstore.google.com/publisher/%D0%BF%D0%B5%D1%80%D1%81%D0%B8%D1%81/uaac8037af20a9c43ac0f9f789689ee7c)

- extops.dev: [extops.dev/extensions/bnnfhfaolhmhjgabfpccfodjhokggckp](https://extops.dev/extensions/bnnfhfaolhmhjgabfpccfodjhokggckp); sister extension …/mpbncbffnhihbobglkmdlhhmfkhdbplf; competitors …/goolfdmipahffjhnofocblmgjphhhbfb, …/mjaohodgdfokfaimgofhnjkibcnbbbif

- Our chromestore database (item / item_snap, 2026-11-01 to 11-07)

- Official site [zakupki44fz.ru/](https://zakupki44fz.ru/) (pricing section, "2000 multiple organizations", "87% renewal"); landing page [zakupki44fz.ru/nmck-chrome-extension/](https://zakupki44fz.ru/nmck-chrome-extension/)

- Klerk blog [www.klerk.ru/blogs/ekonom-ekspert/703049/](https://www.klerk.ru/blogs/ekonom-ekspert/703049/) (2026-08-05)

- VK [m.vk.ru/wall-60758912_99606](https://m.vk.ru/wall-60758912_99606)

- Price references: [parta1.ru/goszakupki/license/](https://parta1.ru/goszakupki/license/), [zakupki.kontur.ru/IS52219015](https://zakupki.kontur.ru/IS52219015), [zakupki44fz.ru/calc-price/](https://zakupki44fz.ru/calc-price/)

- Competing web calculators: calc.consultant.ru/nmcc, ppt.ru/calc/nmtsk, els24.com, etr-torgi.ru/calc/nmcd/, zakupki.yanao.ru (Jina search "калькулятор НМЦК онлайн 44-ФЗ")

This article was written by AI from public data and the data we collect daily. Numbers are sourced, and inferences are labeled.