The company builds or buys further products for adjacent jobs, sold as separate products to the same customers. The choice includes when to add a product and how to price the combination.
A second product succeeds when it shares distribution, data or identity with the first and raises switching costs by deepening embedment. It fails when it dilutes the discipline the first product won on.
From the win chains in Strategy Canon case studies: what the winner did, and what its rival did at the same step.
Full scope on one agent: antivirus replacement, then modules
One agent and tag model across products
Membership that turns borrowers into cross-buyers
Operating system for larger contractors and roll-ups
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| Author | What they call it / where it appears |
|---|---|
| Mehrotra + | Bundle economics |
| Neumann | Economies of scope |
| Porter | Shared activities across business units |
| Dave Yuan + | Account gravity |
| First Round Review + | Going multi-product |