The Corporate Gifting Tiers: Auditing Allbirds' New B2B Price Sheet

Marketing Academy · Field Work●Marketing Fundamentals

MiniAudit· 30 minutes

Allbirds

Objective: Given a draft 3-tier price sheet for a new corporate-gifting program, apply the lesson's anchoring and charm-pricing levers to decide what's working, what's missing, and what to fix before it ships.

You're a growth marketer at Allbirds, the sustainable footwear brand, building the pricing page for a new 'Allbirds for Teams' corporate-gifting program aimed at HR and People teams ordering in bulk for onboarding kits.

Score the draft price sheet against anchoring order and charm-pricing conventions, then rewrite the weakest lever with a one-line justification.

Before you start

What you'll need

Free path (everything below is enough to finish)

Google Sheets

FreeHold and reorder the draft price sheet

Free, no account friction, sortable columns for price/order review

The process

2 steps

Step 01 of 02

Anchoring the first price a buyer sees

The lesson's Lever 1 says the first number a visitor sees becomes the reference point for every price after it. Listing the top tier first makes the middle tier feel like the reasonable choice, not the ceiling.

The draft page lists tiers in this order, top to bottom: Starter ($299 / 25 pairs), Growth ($899 / 100 pairs), Enterprise ($2,400 / 300 pairs). Does this order help or hurt the anchor?

Google Sheets— The draft order-form spreadsheet, one row per tier, columns for name/price/unit count/display order.

Procedure

Open the sheet and note the current top-to-bottom display order.
Flag that Starter, the cheapest tier, is listed first — this anchors buyers on $299, not on the enterprise ceiling.
Reorder rows: Enterprise first, then Growth, then Starter last.
Re-check that Enterprise has at least one real past order behind it (per the lesson's fake-anchor warning) before using it as the anchor.

Sample output

REORDERED DISPLAY (top to bottom)
1. Enterprise — $2,400 / 300 pairs
2. Growth — $899 / 100 pairs (highlight this one)
3. Starter — $299 / 25 pairs

Anchor check: Enterprise has 3 confirmed past orders (Q1-Q3) — real anchor, not fake.

Healthy

Highest tier displayed first, with confirmed real purchases behind it.

Unhealthy

Cheapest tier displayed first, or a top tier with zero real customers.

What this means

An anchor only works if it's both first in view and genuinely purchasable — order alone doesn't fix a fake anchor.

So what do I do about it?

Symptom	Action	Effort
Starter tier listed first on the page	Flip display order so Enterprise leads	5 min
Enterprise tier has never actually sold	Either find a real past order or drop the tier and re-anchor on Growth	30 min

YouYou can do this yourself, no engineering access required.

Step 02 of 02

Charm-pricing the entry tier

The lesson's Lever 3 says charm-price the low-sensitivity entry tier ($29, $49) and round the top tier ($500, $2,000) — round numbers read as premium, 99-cent endings can cheapen a high-ticket offer.

Starter is priced at $299 flat and Enterprise at $2,400 flat. Which tier, if any, is priced in the wrong direction for its position?

Google Sheets— Same price-sheet tab, `price` column.

Procedure

Check Starter: $299 is a round number sitting in the low-sensitivity, high-scrutiny entry slot.
Reprice Starter to $289 to signal a sharpened, competitive floor.
Confirm Enterprise stays round ($2,400, not $2,399) — a charm ending would cheapen the premium tier.

Sample output

Starter: $299 -> $289 (charm-priced, entry tier)
Growth: $899 (unchanged, mid-tier stays round)
Enterprise: $2,400 (unchanged, round premium anchor)

Healthy

Entry tier ends near a charm price; top tier stays round.

Unhealthy

Entry tier is round while a high-ticket tier ends in .99.

What this means

Charm pricing and rounding are position-dependent, not a single rule applied everywhere.

So what do I do about it?

Symptom	Action	Effort
Entry tier priced at a flat round number	Shift to a charm ending just below the round number	5 min

YouYou can do this yourself, no engineering access required.

Final deliverable

A reordered, repriced 3-tier price sheet with a one-line note on each change and why.

See a reference example

Sample output

MVMT for Teams, corporate order tiers (revised)

1. Enterprise — $2,400 / 300 pairs (anchor, 3 confirmed past orders)
2. Growth — $899 / 100 pairs — MOST POPULAR
3. Starter — $289 / 25 pairs (charm-priced entry)

Change log:
- Reordered high-to-low so Enterprise anchors first
- Starter repriced $299 -> $289
- Enterprise kept round, not charm-priced

Success criteria

You're done when you can:

Correctly identifies the display-order problem and fixes it
Correctly reprices only the entry tier, leaving the premium tier round