Page 62 · Module 02, Design Your Business · this screen continues that page
All 108 frameworksPricing Strategy - Value Ladder
You're leaving money on the table because all your customers pay the same price
The prompt
Copy & paste readyLabelsReplace theseSwap the role below
Who should run this prompt
Module role profileWho should stress-test your business model? Business models fail quietly — not all at once, but one flawed assumption at a time. The roles on this page represent the perspectives that expose those assumptions before the market does. Use internal roles to build and refine your model. Use outside perspectives to find the gaps your optimism is covering.
Choose any role to drop it into the prompt above. Only the highlighted opening clause changes — the rest of the prompt stays exactly as printed.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solvesregardless of how much they use or value your product. Or you're struggling to convert free users to paying ones.
How the framework works
From the printed pageThe Value Ladder is a pricing architecture where you offer a sequence of increasingly valuable products or services at ascending price points. Each level delivers genuine value and naturally leads the customer to want the next. Russell Brunson popularised this in digital products; it applies equally to B2B services, SaaS, and physical products. The goal is to have an offer at every level of customer readiness and budget from free entry to high-ticket.
The method, in four moves
Do these in orderMap your current offers and identify the gaps in your value ladder.
Define the transformation or outcome delivered at each price tier.
Ensure each tier creates genuine desire for the next, not artificial restriction.
Price each tier based on the value delivered, not the cost to produce. Move customers from free to premium through a logical sequence of value Most founders price at Tier 3 and offer nothing above it. Every business should have a Tier 4 - even if only 2% of customers buy it, it will often represent 20–30% of revenue. Ask AI to design a high-ticket offer for your business before you decide you don't have one. PRO TIP
Where the framework comes from
Russell Brunson, DotCom Secrets, 2015 — value ladder pricing concept
Pairs well with
As printed with this frameworkModule 02 — Design Your Business
Shape what you're building so it deserves to exist.
10 frameworks, printed on pages 49–68.
When this page changes, your copy of the book does not have to.
The book prints the framework. This page keeps it — and keeps the prompt current, because prompting technique moves faster than print does. When it moves, this page is rewritten and the code in your copy keeps pointing at it. No second edition, no replacement purchase, no account.
If something here looks wrong — a prompt that does not match its framework, a figure that reads oddly — tell Raphy. That correction reaches every printed copy at once.
Copying is free. An account keeps them.
Nothing on this page is behind a login and nothing ever will be. Save any prompt to your own list, pick up on another device, and send a colleague a link with your name on it. No card, no trial, no paywall on the prompts themselves.