The Bundle

What this pack runs.

A bundle, as this pack uses the word, is two products you already sell, offered as one at less than the two prices added together. The gap is the discount, and it goes first to the customers who were paying both prices already, because they take the offer on the day it appears. That is the price handed back, and it is usually the largest line on the page. Everything the bundle earns has to be earned on top of it: on the customers who add a product, on the customers who buy both for the first time, and on the years a bundled customer stays that a single-product one would not. Product counts the first two from its list and finance counts the price handed back from the other, and the number that decides the question is the overlap between the two lists, which is on neither. This pack turns it into four lines and an annuity. Net a year, before anyone stays longer, is usually negative, and finance is right about the year. Then the years gained, paid at the margin every mover already produced, and what they are worth. From that sum, two exact solves: the break-even discount, how deep the discount can go before selling together earns less than selling apart, and the break-even retention gap, how much less often a bundled customer has to leave before together beats apart. It stops on five conditions, two of them structural: no one has matched the two customer lists, and no one has measured how much longer a bundled customer stays.

The casebooks these cases come from.

The pack reads nine sourced decisions through the framework. They are drawn from these casebooks, each one a set of verified records on a single decision type.

A verified record has passed a mechanical claim-versus-source check, a second model's read, and human approval. The count is what exists today, not a target.