Being a one-stop shop is not a compelling value prop

Sure, many large marketplaces are one-stop shops, but that's not their sole value proposition: Amazon has an amazing return policy, Temu is the low-cost leader, and eBay has the largest selection of difficult-to-find used parts.

Going from single to multiple products is a critical inflection point and a great time to revisit your positioning. The lazy way out? Framing your new multi-product offering as "Now you can buy both A and B from us!" It seems logical and easy to explain, but it's rarely compelling.

Instead, go back to basics: How is your combined offering better than alternatives? A lower combined price is a fine value prop, but the real magic of a multi-product strategy lies in an integrated solution greater than the sum of its parts. Think of products that are better together: email and calendar in office suites or photo editing and cloud storage in creative suites.

A powerful multi-product strategy isn't just about offering more stuff. It's about creating more value. The true test of a compelling product suite is whether your original product becomes more valuable when paired with additional offerings.