c29ee7e6db
- Fix marketplace.json: add 2 missing skills (content-strategy, product-marketing-context) - Refactor 10 skills over 500 lines to use references/ folders: - email-sequence: 926 → 291 lines - social-content: 809 → 276 lines - competitor-alternatives: 750 → 253 lines - pricing-strategy: 712 → 226 lines - programmatic-seo: 628 → 235 lines - referral-program: 604 → 239 lines - schema-markup: 598 → 175 lines - free-tool-strategy: 576 → 176 lines - paywall-upgrade-cro: 572 → 224 lines - marketing-ideas: 566 → 165 lines Each skill now has core workflow in SKILL.md (<500 lines) with detailed content in references/ folder for progressive disclosure. Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
224 lines
6.6 KiB
Markdown
224 lines
6.6 KiB
Markdown
# Tier Structure and Packaging
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## How Many Tiers?
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**2 tiers:** Simple, clear choice
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- Works for: Clear SMB vs. Enterprise split
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- Risk: May leave money on table
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**3 tiers:** Industry standard
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- Good tier = Entry point
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- Better tier = Recommended (anchor to best)
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- Best tier = High-value customers
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**4+ tiers:** More granularity
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- Works for: Wide range of customer sizes
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- Risk: Decision paralysis, complexity
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---
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## Good-Better-Best Framework
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**Good tier (Entry):**
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- Purpose: Remove barriers to entry
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- Includes: Core features, limited usage
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- Price: Low, accessible
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- Target: Small teams, try before you buy
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**Better tier (Recommended):**
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- Purpose: Where most customers land
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- Includes: Full features, reasonable limits
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- Price: Your "anchor" price
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- Target: Growing teams, serious users
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**Best tier (Premium):**
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- Purpose: Capture high-value customers
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- Includes: Everything, advanced features, higher limits
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- Price: Premium (often 2-3x "Better")
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- Target: Larger teams, power users, enterprises
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---
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## Tier Differentiation Strategies
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**Feature gating:**
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- Basic features in all tiers
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- Advanced features in higher tiers
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- Works when features have clear value differences
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**Usage limits:**
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- Same features, different limits
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- More users, storage, API calls at higher tiers
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- Works when value scales with usage
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**Support level:**
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- Email support → Priority support → Dedicated success
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- Works for products with implementation complexity
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**Access and customization:**
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- API access, SSO, custom branding
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- Works for enterprise differentiation
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---
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## Example Tier Structure
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```
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┌────────────────┬─────────────────┬─────────────────┬─────────────────┐
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│ │ Starter │ Pro │ Business │
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│ │ $29/mo │ $79/mo │ $199/mo │
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├────────────────┼─────────────────┼─────────────────┼─────────────────┤
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│ Users │ Up to 5 │ Up to 20 │ Unlimited │
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│ Projects │ 10 │ Unlimited │ Unlimited │
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│ Storage │ 5 GB │ 50 GB │ 500 GB │
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│ Integrations │ 3 │ 10 │ Unlimited │
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│ Analytics │ Basic │ Advanced │ Custom │
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│ Support │ Email │ Priority │ Dedicated │
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│ API Access │ ✗ │ ✓ │ ✓ │
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│ SSO │ ✗ │ ✗ │ ✓ │
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│ Audit logs │ ✗ │ ✗ │ ✓ │
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└────────────────┴─────────────────┴─────────────────┴─────────────────┘
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```
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---
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## Packaging for Personas
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### Identifying Pricing Personas
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Different customers have different:
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- Willingness to pay
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- Feature needs
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- Buying processes
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- Value perception
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**Segment by:**
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- Company size (solopreneur → SMB → enterprise)
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- Use case (marketing vs. sales vs. support)
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- Sophistication (beginner → power user)
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- Industry (different budget norms)
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### Persona-Based Packaging
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**Step 1: Define personas**
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| Persona | Size | Needs | WTP | Example |
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|---------|------|-------|-----|---------|
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| Freelancer | 1 person | Basic features | Low | $19/mo |
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| Small Team | 2-10 | Collaboration | Medium | $49/mo |
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| Growing Co | 10-50 | Scale, integrations | Higher | $149/mo |
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| Enterprise | 50+ | Security, support | High | Custom |
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**Step 2: Map features to personas**
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| Feature | Freelancer | Small Team | Growing | Enterprise |
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|---------|------------|------------|---------|------------|
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| Core features | ✓ | ✓ | ✓ | ✓ |
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| Collaboration | — | ✓ | ✓ | ✓ |
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| Integrations | — | Limited | Full | Full |
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| API access | — | — | ✓ | ✓ |
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| SSO/SAML | — | — | — | ✓ |
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| Audit logs | — | — | — | ✓ |
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| Custom contract | — | — | — | ✓ |
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**Step 3: Price to value for each persona**
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- Research willingness to pay per segment
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- Set prices that capture value without blocking adoption
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- Consider segment-specific landing pages
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---
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## Freemium vs. Free Trial
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### When to Use Freemium
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**Freemium works when:**
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- Product has viral/network effects
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- Free users provide value (content, data, referrals)
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- Large market where % conversion drives volume
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- Low marginal cost to serve free users
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- Clear feature/usage limits for upgrade trigger
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**Freemium risks:**
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- Free users may never convert
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- Devalues product perception
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- Support costs for non-paying users
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- Harder to raise prices later
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### When to Use Free Trial
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**Free trial works when:**
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- Product needs time to demonstrate value
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- Onboarding/setup investment required
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- B2B with buying committees
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- Higher price points
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- Product is "sticky" once configured
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**Trial best practices:**
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- 7-14 days for simple products
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- 14-30 days for complex products
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- Full access (not feature-limited)
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- Clear countdown and reminders
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- Credit card optional vs. required trade-off
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**Credit card upfront:**
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- Higher trial-to-paid conversion (40-50% vs. 15-25%)
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- Lower trial volume
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- Better qualified leads
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### Hybrid Approaches
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**Freemium + Trial:**
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- Free tier with limited features
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- Trial of premium features
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- Example: Zoom (free 40-min, trial of Pro)
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**Reverse trial:**
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- Start with full access
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- After trial, downgrade to free tier
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- Example: See premium value, live with limitations until ready
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---
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## Enterprise Pricing
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### When to Add Custom Pricing
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Add "Contact Sales" when:
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- Deal sizes exceed $10k+ ARR
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- Customers need custom contracts
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- Implementation/onboarding required
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- Security/compliance requirements
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- Procurement processes involved
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### Enterprise Tier Elements
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**Table stakes:**
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- SSO/SAML
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- Audit logs
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- Admin controls
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- Uptime SLA
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- Security certifications
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**Value-adds:**
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- Dedicated support/success
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- Custom onboarding
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- Training sessions
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- Custom integrations
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- Priority roadmap input
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### Enterprise Pricing Strategies
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**Per-seat at scale:**
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- Volume discounts for large teams
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- Example: $15/user (standard) → $10/user (100+)
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**Platform fee + usage:**
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- Base fee for access
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- Usage-based above thresholds
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- Example: $500/mo base + $0.01 per API call
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**Value-based contracts:**
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- Price tied to customer's revenue/outcomes
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- Example: % of transactions, revenue share
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