Service Tier Structuring
Build 'Good, Better, Best' service packages. Balance deliverables across tiers to create natural upsell paths and anchors.
Value vs Price
Ladder Analysis
Optimizing the upsell.
Upgrade Incentive
To move from Bronze to Silver costs $1,500 but adds $1,500 in value.
Anchor Strength
Gold is 2.0x the price of Silver. Ensure the value gap justifies this jump.
Best Value
The Silver tier offers the most value per dollar.
Execution Steps
Set prices for Bronze, Silver, and Gold packages.
List your deliverables and assign an estimated 'Customer Value' to each.
Check boxes to assign deliverables to tiers.
The chart shows the Value-to-Price ratio. Ideally, Silver (Better) should have the best ratio to drive volume.
Pro Strategy
- Name your tiers based on the customer outcome, not the metal (e.g., 'Starter', 'Growth', 'Scale').
- Don't put your best feature in Bronze. It devalues the rest.
- Ensure Gold has at least one 'Exclusive' item that cannot be bought separately.
Core Concepts
Goldilocks Effect
Customers tend to avoid extremes (cheapest/most expensive) and choose the middle option. Make your Silver tier the 'target' profitable package.
The Anchor
The Gold tier exists partly to make Silver look affordable. It should be expensive and loaded with premium value.
The Fence
A deliverable that forces an upgrade. If a feature is in Bronze, no one upgrades. Move high-value items to Silver/Gold.
What is Service Tier Structuring?
This tool uses a simplified Value-Based Pricing matrix. By visualizing the accumulation of deliverables against price, it highlights the 'Value Gap' between tiers. It helps structure offers that psychologically nudge customers toward the middle or top.
Best For
- • Designing agency retainers.
- • Packaging coaching offers.
- • Creating SaaS plans.
Limitations
- • Value estimation is subjective.
- • Doesn't account for cost-to-serve.
Alternative Methods
Proposal Builder
Creating a custom quote for a single project.
Industry Applications
See how this methodology generates real revenue uplift in different sectors.
SEO Agency
Clients stuck on low retainer.
Moved 'Content Writing' from Bronze to Silver.
Coach
Selling hourly.
Created 'Group' (Bronze), '1-on-1' (Silver), 'VIP Day' (Gold).