STEP 3.1: A CASE STUDY
Designs His Product Line
Leo has a validated concept for his 6-card wallet. Now, he needs to package his expertise into a suite of offers that can meet customers where they are.
The Challenge
A $150 hand-stitched wallet is a significant purchase for a first-time customer. Leo needs a way to build trust and provide value upfront, creating a natural path for customers to invest more with him over time.
The Action
Leo uses the 'Core Offer to Offer Stack' process. He starts by defining his main product and then builds smaller offers around it.
Core Offer:
The "Lifetime Wallet"—a hand-stitched, full-grain leather wallet designed to last a lifetime. This is his signature product. 🗓️
Entry-Level Offer:
A "$25 Hand-Stitched Leather Keychain." It's a low-risk way for customers to experience his craftsmanship and the quality of his materials. 🎟️
Free Lead Magnet:
A downloadable PDF guide: "A Maker's Guide to Choosing Quality Leather." It solves a tiny, urgent problem for fellow craftspeople and attracts his ideal customer. ✅
Premium Offer:
A "Custom-Designed Leather Bag" service—a high-touch, bespoke service for clients who want a one-of-a-kind, heirloom-quality piece. ⭐
The Outcome
Leo now has a strategic product ecosystem. This allows him to build relationships, demonstrate quality at multiple price points, and create a sustainable business model that serves a wider range of customers.
Leo's Value Ladder
- Rung 4 (Premium): Custom-Designed Bag - $1,500+
A true bespoke experience. - Rung 3 (Core): The Lifetime Wallet - $150
The signature, everyday product. - Rung 2 (Entry-Level): Hand-Stitched Keychain - $25
A small taste of quality craftsmanship. - Rung 1 (Free): "Choosing Quality Leather" PDF Guide
Attracts fellow craft enthusiasts.