Also called value ladder, product stack
A product ladder is a deliberate range of offers at increasing prices and commitment levels, letting a buyer start small and move up.
The ladder exists because trust is bought in increments. Someone who has never paid you is unlikely to start at €800; someone who paid €19 and got what was promised is far more likely to. Each rung's real job is to make the next one credible.
A working ladder has few rungs and clear gaps between them. Three offers at €19, €99 and €600 present a decision; seven offers between €19 and €39 present a spreadsheet.
The top rung is usually where the revenue is, and the bottom rung is usually where the customers are. Removing either breaks the mechanism.
In practice
€0 checklist → €29 template pack → €149 course → €900 one-to-one intensive, each one referenced from the one below it.
Common mistake
Building only the cheap rungs. High-volume low-price products produce the most support work per euro earned.
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