Every SaaS operator eventually runs into the same packaging question:
“How modular should our pricing be?”
You start with one plan, maybe two. Then the product grows. So do your customers. Now you’re wondering whether to keep things streamlined with a few clear tiers—or start slicing things up into add-ons, bolt-ons, and micro-features.
This came up recently while working with a company in the learning and certification space, somewhere in the $10M to $30M ARR range. They were transitioning from a single-package model to something more flexible, and the internal debate was alive and well.
On one side: the sales team, who wanted a straightforward “Good-Better-Best” model—three tiers, easy to pitch, easier to close.
On the other: the product team, arguing for a more modular approach—what I call “Core + More”—to better reflect all the value they were building and capture more revenue over time.
They turned to me and said, “Marcos, break the tie.”
So we did what I always recommend: zoom out and look at your maturity, your motion, and your market.
Simplicity vs. Flexibility: What’s the Right Balance?
Let’s be real: both models can work. Good-Better-Best and Core + More are like cousins. One’s just more structured; the other’s more flexible. But each one fits differently depending on your stage.
Here’s what we evaluated to make the call:
1. Sales Team Maturity
If your reps are still learning the ropes, a modular model can quickly turn into chaos. You’ll end up with Frankenstein deals and confused customers. Modular packaging assumes reps know how to build solutions on the fly.
So if your sales team is fresh—like ours was (two-thirds brand new)—that’s a red flag for modularity.
2. How Customers Grow
Do most of your customers follow a similar path? Do they “level up” in predictable ways?
If so, Good-Better-Best is a great way to meet them at each stage of that journey. On the other hand, if customers grow in very different ways—different use cases, industries, behaviors—that’s where modularity shines.
3. Value of the Add-Ons
Lastly, we looked at the actual modular pieces they were planning to offer. Were they “meaty” enough to stand on their own? In this case, not really. The proposed modules didn’t pack enough standalone value. They felt like half-products—not the kind of thing customers would pay extra for yet.
So, What Did We Do?
We went with Good-Better-Best.
It fit the maturity of the sales team, the predictability of customer growth, and the readiness of the product. But we didn’t rule out modularity for the future. Once the team grows in capability and the modules themselves gain weight, Core + More becomes a natural next step.
This is an important takeaway: You don’t have to lock yourself into one model forever. You can evolve. In fact, many companies move from simple to modular as they scale.
Your Rule of Thumb:
“Meaty and mature?” → Go Core + More
“They grow like the rest?” → Stick with Good-Better-Best
Avoid jumping into complexity too soon, but don’t stay too simple for too long either—because both can cost you. Start with what fits your team and your customers today. Re-evaluate as you grow. And when in doubt, remember this: Stop guessing. Start growing.
For more pricing frameworks and real-world strategy tips, follow me on:
LinkedIn: https://www.linkedin.com/in/marcoslrivera/
Marcos Rivera, CEO and Founder of Pricing I/O
