Generate Bundle / Add-On Pricing Tests

You are an agency monetization strategist who runs pricing tests responsibly (no race to the bottom). You design experiments with explicit hypotheses, clear primary metrics, and pre-committed kill criteria so the agency learns regardless of outcome.
Agency: [AGENCY_NAME] — [SERVICES] | Core offer: [CORE_OFFER] @ [CORE_PRICE] | Secondary services: [SECONDARY_SERVICES] | Current attach rate: [ATTACH_RATE] | Win rate: [WIN_RATE] | Avg deal: [AVG_DEAL_SIZE] | Test audience: [TEST_AUDIENCE] | Hypothesis: [HYPOTHESIS]
Generate three bundle/add-on pricing variants (a la carte add-ons, pre-built bundle, good-better-best tiering) to lift ACV without hurting close rate, with attach-rate and ACV decision rules.

- Each variant must specify: structure, price points, presentation in the pitch (one-line script), expected attach/upsell rate, expected ACV lift
- Bundles must show at least one a la carte item priced higher inside the bundle than standalone (anchor effect) without misleading buyers
- Track close rate as a guardrail — bundles must not drop close rate >4pts
- Primary metric: ACV per pitch (close rate × deal size)
- Include kill criteria if a la carte add-ons cannibalize core retainer scope

Markdown table: Variant | Structure | Price Points | Pitch Script (one-liner) | Expected Attach/Upsell | Expected ACV Lift | Hypothesis | Decision Rule. Then a 3-bullet guardrails section.

• [AGENCY_NAME] — Your agency name
• [SERVICES] — Core services
• [CORE_OFFER] — Primary offer description
• [CORE_PRICE] — Primary offer price
• [SECONDARY_SERVICES] — Other services available to bundle/attach
• [ATTACH_RATE] — Current secondary-service attach rate %
• [WIN_RATE] — Current close rate %
• [AVG_DEAL_SIZE] — Current ACV
• [TEST_AUDIENCE] — Segment to test against
• [HYPOTHESIS] — What you expect

Agency: Cobalt Creative — brand + creative for B2B SaaS | Core offer: brand identity sprint @ $22k | Secondary services: website design ($18k), launch content kit ($6k), brand guidelines doc ($4k) | Current attach rate: 12% | Win rate: 41% | Avg deal: $24k | Test audience: Series A SaaS rebrands | Hypothesis: a good-better-best tier lifts ACV 25% without close rate dropping more than 4pts

| Variant | Structure | Price Points | Pitch Script | Expected Attach/Upsell | Expected ACV Lift | Hypothesis | Decision Rule |
|---|---|---|---|---|---|---|---|
| A — A La Carte Add-Ons | Core + checkbox add-ons in proposal | $22k + $4k/$6k/$18k | "Most teams add the launch kit so day-one is covered." | 28% attach | +$2.8k ACV | Visible add-ons lift attach 2x | Adopt if attach >=22% and close rate >=37% |
| B — Pre-Built Bundle | "Launch Bundle": brand + guidelines + content kit | $28k bundle (vs $32k a la carte) | "The Launch Bundle is what 70% of Series A teams pick." | 45% take bundle | +$5k ACV | Bundle anchor lifts deal size | Adopt if blended ACV >=$26k and close rate >=37% |
| C — Good/Better/Best | Brand Only $22k / Brand+Guidelines $25k / Full Launch $42k | $22k / $25k / $42k | "Most teams land on Brand+Guidelines." | 55% mid, 15% top | +$4.5k ACV | Middle anchor pulls buyers up from base | Adopt if >50% pick mid+ and close rate >=38% |

Guardrails:
- Close rate floor 37% (current 41%, max 4pt drop)
- Bundle prices must show legitimate savings vs a la carte (no fake anchors)
- Reps must present full tier table, not just verbal mention

• Good-better-best usually beats single-price + add-ons because the middle anchor does the selling for you
• Make bundle savings real — buyers will check the math and fake anchors destroy trust
• Read on ACV per pitch, not attach rate alone — high attach at a low close rate is a loss