Package Offer - Dilemma or Opportunity

[Phillip]

Hi Guys & Gals,

We have a product and service we want to launch (forming part of our range of back-ends).

Product & Service Details:
Price: $ 1000 - $ 1500 (This range excludes price testing)
32 Sections
Audio, Printed Material, Access to Author with Q&A + Feedback service
Market: Niche Spirituality / Self-Help

A) We know a percentage of our market can afford the total product & service offer. This will be one of the offers.
B) To avoid loosing the more "price sensitive" clients, we want to make this product & service available over a period.

My Question:

1) What is the best way to structure the situation in (B)?
2) How does one handle retention and avoid drop-off / unsubscribing over a delivery period of 12 months or more?

Observations:
Obviously delivering the Sections, monthly makes sense, but 32 months seems like we will run into a big drop-off issue - See Q. 2

And, spreading the delivery over 32 months isn't an ideal situation for cash flow in this situation either.

Packaging the Sections into chunks that will fit a 12-month period is do-able.

I would much appreciate some input from anyone with experience, even remotely similar is fine. I just don’t have a lot of data to make an informed decision.

Hope I covered all the bases here.

Thank you,

Phillip

[nickW]

Phillip:

I'd suggest when you pull your data you create market segments. Pull data regarding 'annual sales' and create tiers that fit within A and B. When you have B clients change your sales copy to allow them to be more 'at ease' with the modified payment.

I hope this helps!

[Phillip]

Hey Nick,

Thank you for your comments. I will certainly keep them in mind.

I hope to give some feedback when we launch it end January.

I much appreciate it.

[nickW]

Phillip:

If you don’t mind my asking...

what selects are you using in your direct mail campaign, and how much did you pay for your list?

I just want to let you know for future campaigns if I can beat the pricing you got.

I tend to work with my clients to best understand what they are doing to ensure we get the most pointed contact list possible.

Regards,

Nick