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Map your offerings from free to premium, and spot the gaps costing you revenue.
From the Branding Blueprint course, Module 5: Building Value
A value ladder is how you guide customers from their first interaction with your business all the way to your highest-value offering. Most businesses have gaps in theirs, price jumps that are too big, or entire tiers that don't exist yet.
This template helps you map out what you currently offer, identify what's missing, and build a clear path from free to premium.
Who are the different types of customers you serve? Think about budget levels, needs, and buying behaviour.
Fill in each tier with your current (or planned) offerings. Start from the bottom and work up.
Look at your value ladder and identify what's missing. Check each question honestly:
Do you have a free offering that attracts new leads?
Is there a clear, low-risk entry point for first-time buyers?
Does your core offering deliver enough value to justify the price?
Is there a premium option for customers who want more?
Are the price jumps between tiers reasonable (not 10x leaps)?
Does each tier naturally lead to the next one?
Tip
A good value ladder doesn't need to be complicated. Even just having a clear free → entry → core progression can dramatically increase your customer lifetime value. Start simple and expand as you learn what your customers actually want.
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