# Membership Tier Ladder Worksheet

*One-line purpose: a design worksheet for a Bronze/Silver/Gold membership programme — perks, pricing, and the triggers that move members up a tier.*

## How to use

Design top-down: fix Gold first (what your most committed 100 supporters would genuinely pay for), then strip perks back to define Silver and Bronze. Price so each upgrade feels obviously worth it — the jump in perceived value should be larger than the jump in price. Validate with 10 real fans per tier before launch, then revisit the ladder every close season.

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**Club:** [CLUB NAME] · **Season:** [SEASON] · **Owner:** [NAME, ROLE] · **Date:** [DATE]
**Programme name:** [NAME, e.g. "Socios de [CLUB]"]
**Design goal:** [GOAL, e.g. 600 paying members and €X recurring revenue by [DATE]]

## 1. The ladder at a glance

| | Bronze | Silver | Gold |
|---|---|---|---|
| **Who it is for** | Casual fan, keeps the connection | Regular attender, wants better value | Committed supporter, wants status and access |
| **Annual price** | [AMOUNT €] | [AMOUNT €] | [AMOUNT €] |
| **Monthly option** | [AMOUNT €]/mo | [AMOUNT €]/mo | [AMOUNT €]/mo |
| **Target volume** | [NUMBER] | [NUMBER] | [NUMBER] |
| **Revenue at target** | [AMOUNT €] | [AMOUNT €] | [AMOUNT €] |

## 2. Perks per tier

Mark each perk with its real unit cost to the club — the best perks are high perceived value, near-zero cost (access, status, priority) rather than discounts.

| Perk | Bronze | Silver | Gold | Unit cost to club |
|---|---|---|---|---|
| Digital member card + newsletter | Yes | Yes | Yes | ~0 |
| Vote at [FAN FORUM / ASSEMBLY] | Yes | Yes | Yes | ~0 |
| Ticket discount per match | [X]% | [X]% | [X]% or included | Margin |
| Priority window for big-match tickets | — | 48h | 72h | ~0 |
| Club shop discount | — | [X]% | [X]% | Margin |
| Members-only event ([EVENT, e.g. open training + Q&A]) | — | 1/season | All | Low |
| Guest ticket vouchers | — | [X]/season | [X]/season | Low |
| Name on [WALL / WEBSITE ROLL] | — | — | Yes | ~0 |
| Behind-the-scenes matchday moment (tunnel, warm-up) | — | — | 1/season | ~0 |
| Christmas gift ([ITEM, e.g. scarf]) | — | — | Yes | [AMOUNT €] |
| First option on hospitality and away travel | — | — | Yes | ~0 |

**Rule of thumb:** each tier keeps everything below it and adds 3–4 visible perks. If you cannot name the Gold-only perks in one breath, the tier is not differentiated enough.

## 3. Pricing logic check

- Bronze price test: impulse-level — below [AMOUNT €, e.g. the price of two matchday tickets].
- Silver price test: pays for itself at [X] matches attended. Show the maths on the sales page.
- Gold price test: the perks money cannot easily buy (access, recognition) justify at least [X]% of the price.
- Gap check: Silver at roughly [X]x Bronze, Gold at roughly [X]x Silver. If a gap feels too wide, add a perk rather than cutting the price.

## 4. Upgrade triggers

Define the moments when the club actively proposes an upgrade — upgrades are sold at moments of enthusiasm, not in January invoices.

| Trigger | Detected how | Offer | Owner |
|---|---|---|---|
| Bronze member buys tickets to [X]+ matches | Ticketing data | "Silver would have saved you [AMOUNT €] — upgrade for the difference" | [NAME] |
| Silver member brings guests [X]+ times | Voucher redemptions | Gold guest allowance pitch | [NAME] |
| Member attends a members-only event | Event check-in | Next-tier taster perk at the event itself | [NAME] |
| Big result / promotion push | Fixture calendar | 48-hour upgrade window at [X]% off | [NAME] |
| Renewal date | CRM | Pre-filled renewal at current tier + one-click upgrade | [NAME] |

**Downgrade/lapse safety net:** members who do not renew within [X] days get the win-back sequence, offered Bronze (never a discounted version of their old tier first).

## 5. Launch checklist

- [ ] Perks costed and signed off by [NAME, FINANCE]
- [ ] Fulfilment owner named for every perk (who sends the gift, who runs the event)
- [ ] Sales page with pays-for-itself maths per tier
- [ ] Payment: annual + monthly, auto-renewal with reminder [X] days before
- [ ] 10-fan validation interviews per tier completed — notes: [LINK]
- [ ] Season-ticket holders mapped: [INCLUDED IN A TIER / SEPARATE PRODUCT — state the rule]

## 6. Review (each close season)

| Metric | Target | Actual |
|---|---|---|
| Members per tier | [B]/[S]/[G] | |
| Renewal rate per tier | [X]% | |
| Upgrades in season | [NUMBER] | |
| Perk redemption rates | [X]% | |
| Revenue vs. fulfilment cost | [RATIO] | |

Kill perks below [X]% redemption; promote the perks members mention unprompted.

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Template from the Club Intelligence knowledge library · NSV Sports