A simple framework to design your entire product lineup on one page. Three levels. Three price points. One clear path for your customers.

Success Story: How Tesla Built a $600B Company

Most people think Tesla started with a cheap car for everyone.

They didn't.

From Elon Musk's Master Plan:

<aside> 🚗

1. Start with a high-end sports car (Roadster - $100K+). Low volume, high price. Fund the company.
2. Use that money to build a mid-range car (Model S/X - $70-100K). More volume, lower price.
3. Use that money to build an affordable car (Model 3 - $35K). High volume, lowest price. </aside>

Tesla couldn't start with a $35K car.

There was no money, no factory, no proof.

So they started expensive, proved the concept, made money, and worked their way down.

This isn't just a car company strategy. It's the smartest way to build any business.

The Framework: IN, UP, MAX

Tesla's approach follows a simple model called IN, UP, MAX - three product tiers at three price points.

Most businesses only sell one product at one price.

That's leaving money on the table.

This model gives every customer an option at the level that fits them best.

The Three Levels