# Roles in a range > Give every offer a job: entry, core earner, premium or add-on. Check a new offer for cannibalization on total contribution, and see how a one-person tutoring practice adds a short course. - Course: [Marketing Strategy: Who to Win and How](https://productovi.com/courses/marketing-strategy.md) - Module: What do we offer next, and where do we grow? - Lesson 27/32, ~26 min - Source: https://productovi.com/courses/marketing-strategy/roles-in-a-range ## Every offer has a job **Alex Tutor:** At Klasna's marketing team, the offer row now needs the whole range, not just the Club. Klasna sells 8-, 16- and 32-lesson packages, and the Club on top. **Alex Tutor:** Give each one a job. An **entry** offer lowers the first step. A **core earner** brings most of the contribution. A **premium** option serves those who want more. An **add-on** sits on top of what people already buy. **Uliana:** In English, a lesson leaves us 213.75 from an 8-pack, 184.50 from a 16-pack and 145.50 from a 32-pack, after the tutor, video and the payment fee. Most families buy 16. **Sofia:** So the 8-pack earns the most per lesson. Isn't that the core earner? **Alex Tutor:** Per lesson, yes; in total, no. The core earner is the one that brings the most contribution overall, here the 16-pack. The 8-pack's job is to make the first purchase easy. > **Exercise:** Match each Klasna offer to its role in the range. **Alex Tutor:** Quick check on that point: does the most per lesson make an offer the core earner? > **Exercise:** Klasna's 8-pack leaves the most contribution per lesson (213.75 UAH against 184.50 for the 16-pack), so the 8-pack is the core earner. ## When a new offer eats an old one **Uliana:** For 2027 I'd like to push the Club to adults who now practise with free chatbots. My worry is the opposite: our own adult learners dropping lessons for the cheaper Club. **Alex Tutor:** That's cannibalization, and you judge it on total contribution, never on Club sign-ups alone. A Club member leaves about 340 a month after hosts, AI and the fee. **Alex Tutor:** Say the push brings 100 new adult members, and 10 adults who took eight English lessons a month on 16-packs switch to the Club only. Work out the net change a month. > **Exercise:** The Club push brings 100 new members (340 UAH contribution a month each). 10 adults switch from 8 English lessons a month on 16-packs (184.50 UAH a lesson) to the Club only. What is the **net change in contribution a month**? In UAH. **Alex Tutor:** Now find the tipping point: how many switchers would cancel the gain? > **Exercise:** The Club push brings 100 new members at 340 UAH a month each. Each adult who drops 8 lessons a month on a 16-pack (184.50 UAH a lesson) for the Club only costs 8 × 184.50 − 340 = 1,136 UAH a month. How many switchers would wipe out the whole gain? To two decimals. **Sofia:** So we'd track how many lesson learners switch, not only how many join. **Alex Tutor:** Yes. And the same check applies when you stretch the range: a premium exam option at the top, or something lighter at the bottom. Each new step has to bring people or contribution the range didn't have. > **Exercise:** Klasna considers a premium exam option: the 16-pack plus a monthly mock exam and a call with the tutor. What is the main thing to check before adding it? ## Dana's practice: one lesson type or two? **Alex Tutor:** Now the same idea at a much smaller scale. Dana teaches English at Klasna and, since September 2026, runs her own one-person practice for adults: five private students now, a social-media account and a messenger channel. **Dana:** My practice has 12 evening slots a week. My five students take about one and a half lessons a week each, so about four slots are still free. I'm thinking of a six-week speaking course for job interviews, four people per group. **Alex Tutor:** What job would the course do in your range? **Dana:** A first step. People who aren't ready to commit to private lessons try a short course, and some of them stay for private lessons after. > **Exercise:** Dana runs a one-person practice of private English lessons for adults and plans a six-week speaking course for job interviews, four people per group: people not ready to commit to private lessons try it, and some stay for private lessons after. What role does the course play in her range? **Alex Tutor:** Your budget is hours, so count them. Two sessions of an hour and a half a week, plus an hour of preparation. > **Exercise:** Dana's course: 2 sessions a week × 1.5 hours + 1 hour of preparation, for 4 participants. How many of her **hours a week per participant** does it take? (A private student takes about 1.5 lessons a week: about 2.25 hours of her time with preparation and messages.) **Dana:** And if my private students move into the course because it's cheaper? **Alex Tutor:** Then you've filled the same hours with the same people and earn less. Offer the first course to new people from your community talks and referrals, never to Klasna's learners, and count how many seats are new. **Dana:** So who gets the first course? > **Exercise:** Who should Dana offer her first six-week course to? > **Exercise:** Dana's six-week group speaking course (four people, about 1 hour of her time a week per participant against 2.25 for a private student) is meant as a first step for new people; her contract bars offering it to Klasna's families or learners. Write Dana's rule for the course (2–3 sentences): its role in her range, how she will check for cannibalization, and when she keeps or drops it. > **Key ideas** > > - Give every offer a job: entry (the easy first step), core earner (most of the contribution), premium (for those who want more), add-on (on top of what people buy). > - The core earner is judged by total contribution, not by contribution per unit: Klasna's 8-pack earns most per lesson, the 16-pack carries the business. > - Judge a new offer on total contribution across the range: new customers it brings minus what it takes from current offers. > - When you stretch the range up or down, each new step must bring people or contribution the range didn't have. > - In a one-person business the budget is hours: count hours per customer served, and keep prices to the pricing work. **Alex Tutor:** Back at Klasna next time: the module's case. Four ways to grow in 2027, one choice, and its risk priced honestly. - Previous lesson: [Where is it in its life?](https://productovi.com/courses/marketing-strategy/where-is-it-in-its-life.md) - Next lesson: [Case: four ways to grow in 2027](https://productovi.com/courses/marketing-strategy/four-ways-to-grow-case.md) --- Productovi Learning. Free, no sign-up needed to read.