A value ladder is a marketing strategy that involves offering a sequence of products or services at different price points, with each offering providing more value and benefits than the previous one.
The goal of a value ladder is to guide customers towards the highest-priced and most valuable product or service that a business offers, while also providing opportunities for customers to engage with the brand at lower price points.
A value ladder typically consists of several steps, each offering a different level of value and corresponding price point.
Broadly a value ladder template looks something like this -
- Free Content
- Low priced product
- Mid-priced product
- High priced product
This is a great framework for “expert” driven businesses like coaching, consulting and service offerings.
But this framework can also be applied to software businesses.
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