Value Ladder Canvas — AutoCore Customs

Version: 1.0 — 2026-04-23

Purpose: Map AutoCore's services into a 4-tier value ladder to clarify offer structure, surface gaps, and guide cross-sell / upsell strategy.

The Ladder

Tier 1 — Free Gifts (top of funnel — AWARE/ENGAGE)

Purpose: Capture interest and attention with zero cost to prospect. Start the relationship.

What exists today:

• Free quote via LP form
• Free shop consultation (in-person visit — the highest-converting mechanic)
• Free design mockup (via in-house Blender designer, currently ad-hoc)

Gaps:

• ✗ No lead-magnet content (e.g., "PPF Buyer's Guide," "Wrap vs Colored PPF: Which Is Right?", "Fleet Branding ROI Calculator")
• ✗ No downloadable resources that capture email without quote intent
• ✗ No value-first social content (educational Reels/TikToks, "Ask the Expert" videos)

Recommended additions:

• "PPF Buyer's Guide for Ottawa Drivers" — 5-page PDF, covers film types, warranty fundamentals, Ottawa weather considerations, what to ask any shop
• "Colour Change: Wrap vs Colored PPF Decision Guide" — flagship differentiator content
• Interactive "Is Your Vehicle Right for PPF?" quiz on LP — form capture with qualification pre-screen

Tier 2 — Entry Point Offers (ENGAGE/SUBSCRIBE/CONVERT)

Purpose: Low-commitment first transaction. Introduces the quality/craftsmanship. Seeds future upsell.

What exists today:

• Chrome delete: $249
• Hood wrap: $299
• Roof wrap: $349
• Single-service window tint (SunTek Carbon): $249-$349
• Single-window tint replacement: warranty or $89-149

Gaps:

• ✗ No entry-price PPF offer (cheapest PPF is currently front-end at $1,899 — high barrier)
• ✗ No ceramic-only entry tier (ceramic typically stacked with PPF at $499-999 add-on, not sold alone as entry)
• ✗ No intro detailing package (detailing/paint correction could be entry to the PPF tier)

Recommended additions:

• Front-bumper-only PPF: $799-999 (addresses "most rock chips happen on front bumper" angle). Lower barrier to PPF entry.
• Paint correction standalone: $499-799 (prep service that naturally upsells to ceramic or PPF)
• Entry ceramic package: $699-899 standalone (for Avatar 3 commodity shoppers who want something better than wax but not stacking with PPF)

Tier 3 — Core Offers (primary revenue engine — CONVERT)

Purpose: The main deals. Majority of revenue. High margin. Repeatable playbook.

What exists today:

• Full Front-End PPF: $1,899-$2,099 (most common PPF purchase — 22+ convs in 90 days)
• 1/4 Vehicle Wrap: $949
• Half Vehicle Wrap: $1,599
• Full Vehicle Wrap: $2,750-$4,999
• Full Vehicle PPF: $5,499-$5,999
• Ceramic Coating standalone: $1,000 (often stacked with PPF at $499-999 add-on)
• Tint (SunTek CIR Ceramic Infrared): $399-$599 for premium tier

This is where the money is. All 4 avatars touch this tier at some point:

• Avatar 1 (NVP) primary target: Full Front-End PPF or Full Vehicle PPF
• Avatar 2 (ENT) occasionally: Full Wrap
• Avatar 3 (CSS) primary target: CIR Tint, single-service core
• Avatar 4 (FLT) per-unit target: wrap with branding, inventory PPF

Gaps:

• ✓ Well-developed tier. No major gaps in offer itself.
• ⚠ Pricing hasn't been explicitly updated in the framework — addressed in O8.

Tier 4 — Profit Maximizers (premium add-ons, stacks, recurring)

Purpose: Maximize revenue per customer. Deep margin. Differentiates from competitors.

What exists today:

• AutoCore Colored PPF (in-house brand): $6,000-$7,499 — flagship differentiator, 26 conv mentions in 90 days
• PPF + Ceramic stack: $5,999-$6,999 combined
• Seamless PPF installation: premium surcharge
• Paint correction prior to PPF/ceramic: $499-999 add-on
• Windshield PPF: $599 add-on (Antoun example)
• Custom design fees: $500+ for complex themed work
• Fleet graphics / commercial branding: $1,500-$50,000+ contracts

Gaps / Opportunities:

• ✗ No explicit "annual ceramic refresh" package (recurring revenue opportunity)
• ✗ No maintenance subscription (quarterly inspection / top-up)
• ✗ No complete "Ultimate Protection Package" presented as a coherent premium offer (PPF + ceramic + tint + paint correction + warranty as one package with package pricing)
• ✗ Fleet multi-unit pricing not codified with volume discount tiers

Recommended additions:

• The AutoCore Ultimate Package: bundled Full Vehicle PPF + Ceramic + Tint + Paint Correction at $7,999-$8,999 (vs $9,500+ a la carte)
• Annual Ceramic Refresh Membership: $299/year for PPF customers — keeps hydrophobic performance, creates recurring revenue + relationship touch
• Fleet tier pricing: 5-vehicle ($X/unit), 10-vehicle ($Y/unit), 20+ vehicle ($Z/unit with design service included)

Ladder Logic — How Customers Progress

Classic Avatar 1 (NVP) progression

1. Aware: sees Google Ad or Instagram
2. Engage: submits PPF quote form on .ca LP
3. Entry or Core: closes on Front-End PPF ($1,899) — entry into AutoCore
4. Later: upsells to Full Vehicle PPF or adds Ceramic ($499 stacked) within 30-90 days
5. Long-term: next vehicle → repeat at higher tier. Joins annual ceramic refresh.

Classic Avatar 2 (ENT) progression

1. Aware: Instagram or word-of-mouth from the auto community
2. Engage: submits wrap or colored PPF quote
3. Core → Profit Max: Kevin's "Option 1 vinyl vs Option 2 colored PPF" upsell positions Profit Maximizer as the natural premium choice. Even when they pick wrap, the anchor raised perceived value.
4. Long-term: next vehicle → returns for the premium package. Becomes reference-class customer for Instagram.

Classic Avatar 3 (CSS) progression

1. Aware: Google search for specific service ("Ottawa tint")
2. Engage: LP or phone inquiry
3. Entry or Core: single-service tint or chrome delete
4. Upsell opportunity (often missed today): 3-6 months later, "We can stack PPF on that new ride, you already know our work"
5. Long-term: become a "regular" — 2-3 services over 2-3 years if nurtured

Classic Avatar 4 (FLT) progression

1. Aware: targeted Meta/Google for fleet, referral, or dealership partnership
2. Engage: fleet-specific LP (to be built) with B2B language
3. Core → Profit Max: per-unit pricing with design service, branded package
4. Long-term: recurring contract — quarterly refresh, new-unit add-on, annual relationship

Ladder Gaps — Priority Ordered

1. No low-barrier PPF entry (currently $1,899 is the floor). Adding "Front Bumper Only PPF" at $799-999 opens the funnel dramatically for Avatar 1 and 3 who balk at $1,899 but would try at $799.
2. No Fleet tier-pricing structure (Avatar 4 can't self-serve; everything requires custom quote)
3. No Ultimate Package (bundled premium offering — missed profit-max opportunity)
4. No annual-refresh recurring revenue (one-time-sale model leaves money on table)
5. No lead-magnet / free-gift content (top-of-funnel capture beyond quote intent)

Refresh cadence

Quarterly re-review of the ladder:

• Are entry offers still pulling new buyers?
• Is anyone actually buying the Ultimate Package once introduced?
• Is fleet tier-pricing converting multi-unit buyers?
• Are annual ceramic refreshes retaining customers?

Growth OS can flag weak tiers by tracking conv distribution across price points over time.