---
name: fairness-anchor-ladder
description: Execute the Fairness Anchor & Upgrade Ladder pricing strategy (PLAY-001). Use when a client needs loss-leader pricing with a choreographed upgrade path, menu/offer architecture, or viral pricing plays. Triggers on "fairness anchor," "upgrade ladder," "loss leader," "anchor pricing," "menu choreography," "price perception," offer tier design for local services, wellness, QSR, SaaS, or any request to build a pricing strategy around a public anchor price with stacked upgrades.
---

# Fairness Anchor & Upgrade Ladder (PLAY-001)

Operationalize a loss-leader model: lock one "fairness anchor" price in public view, choreograph an upgrade ladder beside it. The anchor edits perception; the ladder prints margin. Virality offsets the unit loss. Supply-side control keeps the engine fed.

## When NOT to Use

- **COGS already at floor.** The model's only levers when margin compresses are value-engineering `C_a` or raising `M_i` — never raising `P_a`. If there is no room to engineer the anchor's cost down, the loss leader is just margin bleed with no recovery path.
- **No audience or brand trust to absorb the anchor loss.** Virality is COGS here: `S_u` has to offset `L_a`. With no shares, views, or UGC engine, the blended contribution formula goes negative and stays there. Build attention first.
- **Regulated-pricing categories.** Healthcare, alcohol, financial services, utilities — public frozen prices and below-cost selling can violate minimum-pricing and advertising rules. A frozen anchor is a promise you may not legally be allowed to keep.
- **No natural upgrade adjacency.** The ladder needs 3–7 upgrades selectable in the same frame as the anchor. If the offer has no honest add-ons, there is nothing to print margin and the anchor is a coupon you pay forever.
- **The problem is flow or identity, not pricing.** For how customers move through the menu once it exists, use `ux-ui-psych`. For the creative system around the brand, use `neuro-design`.

1. Publish a price that feels impossibly fair.
2. Place it first in every frame (menu, landing page, storefront, social bio).
3. Stack 3–7 profitable upgrades immediately adjacent.
4. Engineer UGC around the anchor so attention subsidizes the loss.
5. Measure share-per-unit and attachment rates; iterate weekly.

## Principles

1. **Fairness over price.** A single, public, frozen price builds trust faster than a thousand claims.
2. **Anchors write the map.** First price seen sets the reference for every other decision.
3. **Menu is choreography.** Placement is persuasion. Top slot = hook. Second slot = margin. Third = novelty.
4. **Virality is COGS.** Treat UGC volume as an offset to anchor losses.
5. **Own the spine.** Control supply (inputs, tooling, process) or your loss leader becomes a coupon you pay forever.

## Offer Architecture

### Frame
- **Top-of-menu hero:** Anchor title, price in large type, 1-line promise.
- **Right-beside ladder:** 3–7 upgrades with simple names and one benefit each.
- **One-tap/two-click rule:** Upgrades must be selectable in the same frame as the anchor.

### Naming
- Anchor name: short, literal, shareable. Ex: "Forty-Cent Cone," "$49 Color Consult," "Free Lite Audit."
- Upgrades: descriptive, not clever. Ex: "Sundae +Topping," "Pro Polish," "Priority Turnaround."

### Ladder Design
- Slot 1: **Sane add-on** (highest attachment potential)
- Slot 2: **Signature upgrade** (highest margin)
- Slot 3: **Novelty** (seasonal, social bait)
- Slots 4–7: **Bundles** (anchor + 2 add-ons at slight discount)

## Pricing Logic & Formulas

Variables:
- `P_a` = Anchor price
- `C_a` = Anchor COGS (ingredients + labor + packaging + payment fees)
- `L_a` = Anchor unit loss = `P_a − C_a` (negative if sold below cost)
- `S_u` = Social offset per unit (estimated media value per anchor sold)
- `AR_i` = Attachment rate to upgrade i
- `M_i` = Margin dollars for upgrade i (price minus COGS)
- `U` = Anchor units sold in period

**Target:** Break-even or better on blended contribution:

`U * (L_a + S_u + Σ (AR_i * M_i)) ≥ 0`

**Social offset:** `S_u = (shares_per_unit * value_per_share) + (views_per_unit * value_per_view)`

**Guardrails:**
- Anchor loss ceiling: `|L_a| ≤ 5–10%` of average basket margin.
- Never raise `P_a`. If inputs spike, value-engineer `C_a` or increase `M_i`.

## Menu & UX Standards

- Anchor price appears **above the fold** on web and **top-left** of in-store menu.
- Price in **largest type** on the page; benefit line ≤ 10 words.
- Upgrades presented as **buttons/chips** directly below anchor, not a separate page.
- Default selection pre-highlights Slot 1 "Sane add-on."
- Mobile: sticky footer with Anchor + Slot 1 bundle CTA.

## Media Engine: Virality as COGS

### Content Formats
- 5–12s shock-price reveal (anchor).
- "Upgrade feels cheap" splitscreen (anchor vs upgrade).
- Staff POV prep montage; time-to-serve.
- Customer reactions; on-screen price.

### Weekly Cadence
Mon: Anchor reveal | Tue: Slot-1 benefit | Wed: Staff POV | Thu: Bundle demo | Fri: Anchor vs Upgrade split | Sat: Novelty slot | Sun: UGC feature

### Measurement
- Track **shares per unit** and **views per unit**; feed into `S_u`.
- UGC submission rate as percent of in-store traffic.

## Category Adaptations

**Local services:**
- Home painting: Anchor = $49 color consult; Slot-1 = $149 room sample patch; Slot-2 = $399 room refresh; Slot-3 = seasonal exterior spot-fix.
- Head spa / wellness: Anchor = $19 scalp scan; Slot-1 = $39 targeted booster; Slot-2 = $95 ritual upgrade; Slot-3 = seasonal scent/novelty.
- MSP / IT: Anchor = free 10-min downtime audit; Slot-1 = $149 risk report; Slot-2 = $490 incident drill; Slot-3 = pilot continuity device for 30 days.

**B2B SaaS:**
- Anchor = forever-free feature with visible quota; Slot-1 = $9 seat expansion; Slot-2 = $39 pro analytics; Slot-3 = $99 governance pack.

## Scripts & Microcopy

- Anchor headline: "$19 Scalp Scan. We eat the cost so you don't eat the doubt."
- Upgrade nudge: "Most people add [Slot-1] for [benefit] — still under $X."
- Staff script (10s): "We keep [anchor] at [price] forever. Most guests add [Slot-1] to see the full effect. Want me to add it?"
- UGC prompt: "Film your reaction to the price tag. Tag us; we comp the upgrade each week."

## 30/60/90 Implementation

**Day 0–30:** Choose anchor; model L_a, S_u with conservative CPM. Design menu and landing; shoot 6 anchor creatives. Procure inputs; pre-portion; staff training.

**Day 31–60:** Launch anchor everywhere simultaneously. Daily standup on AR and shares/unit. Add Slot-1 variant; start bundles.

**Day 61–90:** Lock supplier terms based on run rate. Spin novelty slot; roll to additional geos. Publish case study; roll learnings into brand system.

## Governance

- **Do not move the anchor.** Price is a promise.
- If margin compression: 1) re-engineer COGS, 2) add new Slot-1 upgrade, 3) adjust bundles, 4) intensify UGC to raise S_u.
- Quarterly: kill low-attachment upgrades; double down on top two.

## JSON Blueprint

```json
{
  "anchor": {
    "name": "",
    "price": 0.00,
    "cogs": 0.00,
    "promise": "",
    "evergreen": true
  },
  "upgrades": [
    {"name": "", "price": 0.00, "cogs": 0.00, "position": 1, "benefit": "", "target_attachment_rate": 0.35},
    {"name": "", "price": 0.00, "cogs": 0.00, "position": 2, "benefit": "", "target_attachment_rate": 0.18},
    {"name": "", "price": 0.00, "cogs": 0.00, "position": 3, "benefit": "", "target_attachment_rate": 0.10}
  ],
  "bundles": [
    {"name": "Anchor + Slot-1", "discount_pct": 0.06}
  ],
  "media": {
    "cadence_per_week": 7,
    "ugc_incentive": "Weekly upgrade comp",
    "kpis": ["shares_per_unit", "views_per_unit"]
  },
  "metrics": {
    "north_star": "blended_contribution_non_negative",
    "track": ["anchor_units", "attachment_rate_s1", "basket_size", "cac_delta", "ltv_anchor_cohort"]
  },
  "guardrails": {
    "do_not_raise_anchor": true,
    "anchor_loss_ceiling_pct_of_basket": 0.10
  }
}
```

## Risk Register

- **Platform throttles price-shock content** → diversify formats; lean into staff POV and community features; boost top UGC with small paid.
- **Input cost spike** → value-engineer COGS; increase Slot-1 margin; renegotiate supply; deploy bundles.
- **Perceived low quality at low price** → show quality rituals; time-to-serve shots; customer testimonials.
- **Competitor copies anchor** → differentiate with upgrade design, novelty slot cadence, and better UGC engine.