Build a three-tier offer designed to make the middle option compelling.
The purpose of a three-tier structure is not to offer choice. It is to change the question in the buyer's head from "should I buy this?" to "which one should I buy?"
Designing the middle
The middle tier should contain everything a typical buyer actually needs. Nothing missing, nothing padded.
The lower tier should be honestly narrower — a real option for a smaller buyer, not a crippled version designed to insult.
The upper tier should be roughly two to three times the middle, with additions that only some buyers value. Speed, access, scope, or ongoing support.
Price the middle at what the outcome is worth, then set the others around it. Never build up from cost.
Review the mix every quarter. The tier nobody buys is telling you something — either it is priced wrong or it solves a problem your market does not have.
Turn this into your next move.
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