STEP 3.2: A CASE STUDY
Crafts His Product Tiers
Leo has his Value Ladder blueprint. Now it's time to get specific about the value each product provides by translating features into real-world results for his customers.
The Challenge
How does Leo explain his $150 wallet in a way that makes customers feel it's a wise investment? Listing features like "full-grain leather" feels technical. Leo needs to build a bridge from what the product *is* to how the customer's life will be *better* for owning it.
The Action
Leo uses the 'Feature-Benefit-Outcome Matrix' for his Core Offer, the "Lifetime Wallet".
Feature: Full-grain vegetable-tanned leather.
Benefit: ...So your wallet won't crack or peel, and it develops a beautiful, unique patina over time.
Outcome: ...Which gives you the pride of owning a one-of-a-kind item that tells the story of your life, instead of a disposable accessory.
Feature: Traditional saddle-stitching with waxed thread.
Benefit: ...So the seams are incredibly strong and will not unravel, unlike machine-stitched wallets.
Outcome: ...Which means you feel confident and secure, knowing your most important items are protected by superior craftsmanship.
Feature: A minimalist design with 6 card slots.
Benefit: ...So you can carry all your essentials without the bulk, keeping your pockets slim and organized.
Outcome: ...Which empowers you to feel organized and in control, free from the physical and mental clutter of a bulky, overstuffed wallet.
The Outcome
By completing the matrix, Leo now has powerful language for his product descriptions. He's no longer just selling a wallet; he's selling:
- A personal story that gets better with age.
- The security of knowing your essentials are safe.
- The peace of mind that comes from minimalist organization.
When it's time to write his Etsy listing, Leo won't lead with "This wallet is made of leather." He'll lead with "A wallet that tells your story."