# The offer in layers > What a family really buys, which parts of the offer are table stakes and which are extras, and two questions to ask of any AI idea: does it take over the tutor's part or a chore around it, and does the family see more or do we only save cost? - 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 25/32, ~25 min - Source: https://productovi.com/courses/marketing-strategy/the-offer-in-layers ## What a family actually buys **Alex Tutor:** You're still on Klasna's marketing team, building the one-page plan for 2027 with Uliana. Six rows are drafted; this module writes the seventh: what Klasna offers next and where it grows. **Uliana:** Leo's view is simple: "Everyone sells AI tutors now, let's add one." Before I argue with him, I'd like to know what we actually sell today. **Alex Tutor:** Look at it in three layers. In the middle is the product: a package of lessons with a tutor. Inside it is the result the family is paying for: a score high enough for the chosen university, or an adult who can finally speak in meetings. **Alex Tutor:** Around the product are the services: matching a tutor, rescheduling, the weekly progress note to parents, homework checks, a mock exam before the real one. **Sofia:** So the lesson itself is only the middle layer? **Alex Tutor:** Yes. Families buy the result and judge you by the layers around it. That's why two schools with equally good tutors can feel completely different. > **Exercise:** Match each part of the exam-prep offer to its layer. ## Table stakes and extras **Alex Tutor:** Now split every layer into table stakes and extras. A qualified tutor, video that doesn't freeze, rescheduling a day ahead: every serious alternative has these. Without them you're not even considered. **Uliana:** And the progress note is our extra. Tutors spend about fifteen minutes a week on each one, and parents mention it in almost every review. **Alex Tutor:** Two simple tests for any part. Would a family notice if it disappeared tomorrow? And would anyone choose Klasna because of it? Table stakes pass the first test only. A real extra passes both. **Sofia:** What about lesson recordings? We store them all, but hardly anyone watches. **Alex Tutor:** Then they cost money and pass neither test. Keep them only if they're cheap or a small group really needs them. An extra nobody values is just cost. > **Exercise:** Which parts of Klasna's exam-prep offer are **table stakes** in 2026? Select all that apply. **Alex Tutor:** One more check on the recordings: does sitting in the services layer make them an extra? > **Exercise:** Klasna stores recordings of every lesson, but hardly anyone watches them. Because they are a service around the product, they count as an extra. ## Two questions for any AI idea **Alex Tutor:** Now Leo's AI question. Ask two things of every AI idea. First: does it take over the tutor's own part, the work with the learner, or a chore around it? Second: does the family see more because of it, or do we only save cost? **Alex Tutor:** At Klasna: AI marking homework instead of the tutor takes the tutor's part and mostly saves cost. AI drafting the weekly note from the lesson log, with the tutor editing and signing it, takes a chore, and parents get a fuller note on time. AI sorting rescheduling requests takes a chore and only saves cost: useful, but nobody chooses Klasna for it. **Uliana:** Leo means the first kind: lessons with an AI tutor, much cheaper to run. **Alex Tutor:** Taking over the tutor's part just to save cost puts Klasna right next to free videos and chatbots, the shelf the Club had to move away from in module 4. Taking a chore so that parents see more keeps the difference and frees tutor time. A person still checks every note before a parent sees it. **Sofia:** And the lesson log has learners' names and marks. Can we send that to an outside AI tool? **Alex Tutor:** Only with a lawful basis and an agreement with the provider, and only the data the note needs. If that isn't in place, the tutor pastes the log without names. > **Exercise:** Answer the two questions for each AI idea: whose work does it take, and who gains? > **Exercise:** Which AI change fits Klasna's position best for 2027? **Alex Tutor:** Now the data question in practice: what should a tutor do before Klasna has a provider agreement? > **Exercise:** A tutor wants an outside AI tool to draft weekly notes from the lesson log, which has learners' names and marks. Klasna has no agreement with that tool's provider yet. What should the tutor do? ## One change on the plan row **Uliana:** Let's put a number on it. In spring about 600 exam learners get a note every week: 430 in February, 715 in May. With an AI draft, the tutor's check takes five minutes instead of fifteen. **Alex Tutor:** Work out the tutor hours that frees each week. Then decide what those hours buy: a monthly mock exam with a written score, for example, which is an extra exam families would notice. > **Exercise:** About 600 exam learners get a weekly note in spring. An AI draft cuts the tutor's time per note from 15 to 5 minutes. How many tutor **hours a week** does that free? **Sofia:** So the offer row lists the layers, what we keep, what we add, and the one AI change with its check. **Alex Tutor:** Exactly, and each addition is a hypothesis. Ask a few spring families before building the mock exam, the same cheap way you tested the position in module 4. **Alex Tutor:** So what do the freed hours buy first? > **Exercise:** AI drafts free about 100 tutor hours a week in spring. What is the best next step for the offer row? > **Exercise:** Draft the offer part of the plan row for exam-prep families (3–4 sentences): the core result, the product, one table stake you keep, one extra you add, and one AI change with its human check. > **Key ideas** > > - An offer has layers: the result the customer wants, the product that delivers it, and the services around it. > - In every layer, separate table stakes (needed to be considered) from extras (a reason to choose you). An extra nobody values is just cost. > - Ask two questions of any AI idea: does it take over the tutor's part or a chore around it, and does the customer see more or do you only save cost? Taking the human core to save cost can put you next to free alternatives; taking a chore so customers see more can strengthen your difference. > - Keep a person responsible for what customers receive, and send personal data to an AI tool only with a lawful basis. > - Every new extra is a hypothesis: test it cheaply with real customers first. **Alex Tutor:** Next lesson: programming sign-ups fell all summer and Leo wants to close it, while the Club is only three months old. We'll read where each one really is in its life. - Previous lesson: [Case: the September restart plan](https://productovi.com/courses/marketing-strategy/september-restart-plan-case.md) - Next lesson: [Where is it in its life?](https://productovi.com/courses/marketing-strategy/where-is-it-in-its-life.md) --- Productovi Learning. Free, no sign-up needed to read.