The software is the "Easy(er)" part, if you go with PWM air solinoids, your still having to drive that solinoid with a PWM source, and you would also need
some type of feedback, i.e. analog, pwm, encoder etc. I think this is probably just as expensive to do as using a PLC with motion card (and/or Analog card).
BUT, having said THAT...... Aurturo sells a Mod bus card and Peter Homann sells a Modbus card, both are very cheap, and both can do PWM (spindle control).
They also have multiple analogs on them, so you could also do some kind of feedback..... cheaply.
Hydraulic/hybrid system was mentioned above, air over hydraulic. That adds a large cost, in the hydraulic components, even small units are usually close to or over 1k.
I personally, like the "KISS" principle, which may be just push a ACME screw with a nut, with a cheap stepper and drive (Chinese drives are real cheap), and/or use cheap AC or DC motors to push the screw and use mechnical Micro switches (or proxes if you have a little more cash), to handle your bang-bang limits. You could even put micros before the end micros, that could be used to cut the speed toward the end of travel prior to the stop micro.
Really, for an ATC "Kit" or even OEM targeted device, especially if for smaller machines (ran by primarily hobbyist), cost would be a major issue.
You would have to add in your Warranty and Liability cost as well.
Unless your shop is tooled up to run production on your ATC product, it might be better for you to just sell the IP outright with the understanding of you being clear of all claims and support.
been there, done that.........

Another option, that might make you some ongoing cash, is to offer the kit in "Plan" form, or DVD etc. I would probably go with real paper Prints, since it is just to easy to copy/distribute DVD materials. You could offer phone Support "Packages" for some set amount for some hours, as an option. At the end of the day, it's your show and your choice on how you would like to proceed.
But, I really like the changer your doing, and still want a source for those MONDO springs!!
Scott