Pricing & Salesintermediate
Value Ladder
Definition
A sequence of products or offers at ascending price points, designed to move customers from a low-risk entry product to your highest-value, highest-price offering over time.
Why it matters
A value ladder maximises customer lifetime value and reduces acquisition cost. Each satisfied customer is already primed for your next offer. It turns one-time buyers into long-term clients.
Example
A founder's value ladder: Free newsletter → £47 template pack → £297 mini-course → £997 full programme → £3,000 group coaching → £10,000 1:1 annual retainer.
Related terms
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