# Bundle Strategy Output Template

Use this template to document each bundle strategy. Fill in every section before presenting to stakeholders or moving to implementation.

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## 1. Bundle Overview

| Field | Value |
|---|---|
| **Bundle Name** | [e.g., "The Morning Glow Kit"] |
| **Bundle ID / SKU** | [Internal identifier] |
| **Target Launch Date** | [YYYY-MM-DD] |
| **End Date (if seasonal)** | [YYYY-MM-DD or "Evergreen"] |
| **Target Customer Segment** | [e.g., "First-time skincare buyers, age 25-35, AOV $30-45"] |
| **Primary Goal** | [e.g., "Increase AOV from $38 to $55+"] |
| **Secondary Goal** | [e.g., "Clear 2,400 units of Gentle Cleanser aged inventory"] |
| **Bundle Type** | [Pure bundle / Mixed bundle / BYOB / Tiered] |

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## 2. Component SKU Details

| SKU | Product Name | Retail Price | Landed Cost | Current Monthly Units | Standalone Margin | Role in Bundle |
|---|---|---|---|---|---|---|
| [SKU-001] | [Product A] | $XX.XX | $X.XX | X,XXX | XX.X% | Anchor |
| [SKU-002] | [Product B] | $XX.XX | $X.XX | X,XXX | XX.X% | Companion |
| [SKU-003] | [Product C] | $XX.XX | $X.XX | X,XXX | XX.X% | Add-on |
| [SKU-004] | [Bonus Item] | N/A (not sold solo) | $X.XX | N/A | N/A | Value-add bonus |

**Total if purchased separately**: $XXX.XX
**Total landed cost (all components)**: $XX.XX

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## 3. Affinity Evidence

| Metric | Value | Source |
|---|---|---|
| Co-purchase rate (A+B) | XX% | [Order data, 90-day window] |
| Lift score (A+B) | X.X | [Calculated from transaction log] |
| Co-purchase rate (A+C) | XX% | [Order data, 90-day window] |
| Lift score (A+C) | X.X | [Calculated from transaction log] |
| Trio co-purchase count | XXX orders | [90-day window] |
| Trio lift score | X.X | [Calculated] |
| Purchase sequence | [e.g., "A first 72% of the time"] | [Transaction log] |

**Interpretation**: [2-3 sentences explaining why these products belong together based on the data. Reference specific customer behavior patterns.]

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## 4. Pricing and Margin Model

### 4a. Price Point Options

| Tier | Bundle Price | Discount % | Savings Displayed | Blended Margin % | Margin $ per Bundle | Incremental Margin vs. Solo Anchor |
|---|---|---|---|---|---|---|
| Conservative | $XX.XX | 15% | $XX.XX | XX.X% | $XX.XX | +$XX.XX (+XX%) |
| Moderate | $XX.XX | 20% | $XX.XX | XX.X% | $XX.XX | +$XX.XX (+XX%) |
| Aggressive | $XX.XX | 25% | $XX.XX | XX.X% | $XX.XX | +$XX.XX (+XX%) |

### 4b. Selected Price Point

| Field | Value |
|---|---|
| **Bundle price** | $XX.XX |
| **Discount from separate purchase** | XX% ($XX.XX saved) |
| **Blended gross margin** | XX.X% |
| **Absolute margin per bundle** | $XX.XX |
| **Break-even units (if applicable)** | XXX units |
| **Kitting / fulfillment surcharge** | $X.XX per unit |
| **Net margin after fulfillment** | XX.X% |

**Rationale for selected price**: [Why this tier was chosen. Reference margin floor, competitive pricing, psychological pricing principles, and customer segment AOV.]

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## 5. Perceived Value Engineering

| Element | Detail |
|---|---|
| **Bundle name** | [Creative name] |
| **Anchor price display** | ~~$XXX.XX~~ **$XX.XX** |
| **Savings callout** | "You Save $XX.XX (XX%)" |
| **Bonus item** | [Item name, cost $X.XX, perceived value $XX] |
| **Urgency mechanism** | [e.g., "Limited to 500 kits" / "Available through June 15"] |
| **Packaging / unboxing** | [e.g., "Custom sleeve with usage instructions"] |
| **Social proof hook** | [e.g., "Our #1 recommended routine" / "1,200+ five-star reviews combined"] |

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## 6. Cannibalization Scenario Table

| Scenario | Anchor Solo Units | Bundle Units | Net New Customers | Total Margin | vs. Baseline |
|---|---|---|---|---|---|
| **Baseline (no bundle)** | X,XXX | 0 | 0 | $XX,XXX | -- |
| **Conservative** (XX% switch, XX% net new) | X,XXX | XXX | XXX | $XX,XXX | +XX.X% |
| **Expected** (XX% switch, XX% net new) | X,XXX | XXX | XXX | $XX,XXX | +XX.X% |
| **Worst case** (XX% switch, 0% net new) | X,XXX | XXX | 0 | $XX,XXX | +/-XX.X% |

**Risk assessment**: [Is worst case within 5% of baseline? What conditions would trigger worst case? What is the kill threshold?]

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## 7. Merchandising Plan

### On-Site Placement

| Placement | Details | Priority |
|---|---|---|
| Dedicated bundle PDP | [URL slug, page template] | P0 |
| Component PDP cross-sell widget | [Widget type, position] | P0 |
| Cart upsell trigger | [Logic: if anchor in cart, show bundle upgrade] | P0 |
| Homepage feature | [Banner slot, dates] | P1 |
| Category page placement | [Which category, sort position] | P1 |
| Search / autocomplete | [Bundle name in search index] | P2 |

### Off-Site Channels

| Channel | Creative Brief | Budget | Launch Date |
|---|---|---|---|
| Paid social | [Key visual, copy angle, CTA] | $X,XXX | YYYY-MM-DD |
| Email (existing customers) | [Segment, subject line, send date] | N/A | YYYY-MM-DD |
| Influencer / affiliate | [Partners, commission structure] | $X,XXX | YYYY-MM-DD |
| Marketplace ads (if applicable) | [Campaign type, keywords] | $X,XXX | YYYY-MM-DD |

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## 8. Success Metrics and Kill Criteria

### Success Metrics (14-day minimum measurement window)

| Metric | Target | Measurement Method |
|---|---|---|
| Bundle conversion rate | > X.X% | Bundle PDP sessions / orders |
| AOV lift for bundle sessions | > $XX vs. control | A/B or pre/post comparison |
| Cannibalization rate | < XX% solo anchor decline | Period-over-period, seasonality-adjusted |
| Bundle margin per order | > $XX.XX | Actual COGS + fulfillment |
| Return rate | < X.X% | Returns / bundle orders |
| Repeat purchase rate (60-day) | > XX% | Cohort tracking |

### Kill Criteria

Discontinue the bundle if any of the following occur during the measurement window:

- [ ] Anchor SKU solo sales decline > XX% (seasonality-adjusted)
- [ ] Bundle return rate exceeds XX% (2x single-SKU baseline)
- [ ] Blended margin falls below XX% due to unexpected costs
- [ ] Bundle velocity < XXX units in first 14 days (insufficient signal)
- [ ] Customer feedback reveals quality or expectation mismatch

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## 9. Post-Launch Notes

| Date | Observation | Action Taken |
|---|---|---|
| YYYY-MM-DD | [What happened] | [What you did about it] |
| YYYY-MM-DD | [What happened] | [What you did about it] |

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## 10. Final Recommendation

**Status**: [GO / NO-GO / CONDITIONAL]

**Summary**: [2-3 sentences summarizing the recommendation, key numbers, and any conditions.]

**Next bundle in pipeline**: [Name and estimated launch date]