Our pricing page in 2016. Our offering (pricing strategy) was so new that we displayed pricing for retailers, brands, and sales reps on just one page. (Today, we have pages dedicated for each group.) The good news: in 2016 we were using bundled service pricing. The plans are listed vertically: Free plan, Starter plan, etc. The bad news: this vertical approach is not the best way to present plans. This approach prevented us from comparing and improving our bundles. A better method is presenting plans horizontally, from left to right, in vertical columns, such as how BigCommerce does it today. We learned this along the way and now present this information correctly.
Our pricing page for retailers in 2017. Since 2016, we've expanded the number of bundle plans from three to five plans. We've also add caveats to features. For example one doesn't simply get access to adding products or Syncing products. These features are throttled at each tier. This is the correct approach.
In 2017, we had just over 200 retail clients. Today, we have 1,400. Our job is to offer pricing that is appealing to existing customers and fuels continued growth. The bundle pricing should be compelling. Goal: reduce friction and decisions that slow adoption of our services.
Our pricing page for retailers in 2019. By 2019, we'd removed the bundled pricing and moved to a piecemeal approach. For example, one could choose the Online Store and skip the Syncing. We removed the plan names (Boutique Plan, City Plan, etc.) In hindsight, this was a mistake. We should have kept the bundled key services (Store, Registry, and Syncing) instead of promoting piecemeal pricing. One good development: we updated the pricing page's design to list our service features vertically, and present our pricing horizontally (left to right). This made it easier for prospects to read our features. But, one still had to choose services piecemeal. We didn't offer four simple starter bundles for retailers as do today.
In 2019, using BigCommerce pricing page as inspiration, we added even more features to our pricing page. We should've followed BigCommerce more closely. In the screen shot of their site, we can see how they used bundles. We didn't re-add bundles until 2021. Please note: We're mimicking BigCommerce's approach to presenting information. We're not copying BigCommerce's features or services. Our services are unique to us (as BigCommerce's are to them). We respect our competitors and their intellectual property.
Our pricing page for retailers in 2020. We’ve adopted the line list of features like BigCommerce, but we didn’t adopt bundling. We asked retailers to build their plans piecemeal. Sigh. The silver lining: listing the features on the pricing page will help us bundle them when we have that realization in 2021.
Our pricing page in 2021. Using Shopify as inspiration, we finally introduce two bundles that make joining our services quicker and easier. A retailer can choose a predefined package or build their plan piecemeal. This marked a turning point. Today, we promote four bundles and no longer promote piecemeal service sign ups. Please note: We're mimicking Shopify approach to presenting information. We're not copying Shopify's services. Our services are unique to us (as Shopify's are to them.)
Our pricing page in 2023. Since 2021, we've expanded from offering two bundles to four. (This is an edited page so small magenta lines appear on it.)
Our pricing page in 2024. We present our service bundles horizontally. The plans, reading left to right, are: Buyer Account, Free Store, Syncing Store, and Registry Store. Our horizontal presentation mirrors BigCommerce's approach. View the page: https://www.shoplocal.org/pricing.cfm?retailers
Our pricing page in 2024. One can scroll down and compare the bundles' features via a 'waterfall' tier chart. This presentation approach mirrors BigCommerce and Tinder's approach. View the page: https://www.shoplocal.org/pricing.cfm?retailers
2017 vs. 2024. In 2024, our Free Store allows adding unlimited products and Syncing with five partner brands for free. In 2017, one could just add 1,000 products and Sync with only four brands. In some areas, our bundles have become a better deal for merchants in the last seven years.
A 2023 chart showing Tinder's four bundles of service as 'waterfall' tiers. The increase in features 'cascade' as you move right in the table. Our goal was to match this approach. Business like Tinder bundle features together to gatekeep features and increase revenue. Image credit: Daily Mail UK
In 2023, we created this mockup of a tiered service chart of Shop Local services based on Tinder's service tiers. In the following year (2024), we'd finally offer a tiered view like this.
A 2022 screen shot showing Delta's prompts to change one's service bundle.
Like Delta, we need to allow a client to change their bundle. Based on Delta's design, we created this mock up to show how we may allow a client to change their service bundle.
Alex Hormozi’s book $100m Offers touts the power of bundled services.
Scott Galloway, the business author and academic, extolls software bundles with recurring monthly renewals.
Scott Galloway strategy booklet for students that attended his first The Sprint education series.