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Estd 4.22.2023
Below is a concise summary of the recommended approach from our SaaS pricing book, Price to Scale:
Directly align bundles with customer outcomes
• Identify and articulate the clear benefits of combining software with complementary services (like training or implementation).
• Ensure that each bundle is designed to address a specific customer need or outcome, reinforcing the overall product value.Consider a tiered or modular structure
• Rather than a one-size-fits-all package, create a baseline offering (software with essential service components) and enable add-ons for advanced service requirements.
• This structure provides flexibility, catering to customers who might only need basic support versus those that require full-scale implementation or in-depth training.Transparently separate pricing components
• Even in a bundle, maintain clarity on how much of the value—and cost—is attributed to the software and how much relates to the professional services.
• This transparency helps customers better understand their investment and ensures that the perceived value of each service remains distinct.Address potential pitfalls
• Avoid bundling too deeply if it risks making customers feel they’re forced into services that may not be relevant to their needs.
• Consider offering a la carte options so that customers who already have service capabilities can choose the software on its own.Emphasize value-based pricing
• Keep the customer's context in mind; the bundle should reflect the overall value delivered compared to buying each component separately.
• Use data or customer feedback to regularly assess and adjust the bundle as market needs change.
In summary, our book Price to Scale emphasizes that successful bundling is all about creating value from the customer’s perspective. Bundles should deliver a clear, outcome-focused solution while offering enough flexibility to cater to different customer segments. This approach ultimately drives both faster adoption and long-term customer loyalty.