may be getting tired of the theoretical stuff, but its important to understand this when creating a bundled offer. Why? Because if you bundle your products and services right, you will be able to add even more benefits to your customer at a lower unit price, thus dramatically increasing the value of your offer in the mind of the consumer.   Examples of Packaging and Bundling are Everywhere!   You can see examples of bundling and packaging everywhere. Just look around you when you go out to shop for mens and womens clothing. Merchandisers have figured out that people will buy matching belts, ties, scarves, and even jewelry in different stores just to match the outfit they purchased at their store. Thats why you see suits with matching ties and shirts for one low price. Or youll find womens suits with matching blouses and jewelry for one price.   Amazon.com demonstrates a great example of packaging by offering you the book you have requested and a second related book:   If youve expressed interest in The Ultimate Pool Maintenance Guide, Amazon gives you the chance to buy it together with What Color is Your Swimming Pool?for about 30% off the cost of both books. Do you think that Amazon has increased their sales revenues and margins from this type of promotional offer? Absolutely.   Bundling products and services is so powerful that it revolutionized the software industry in the early 90s. Once Microsoft started the era of bundling desktop software, if you were a provider of just one software product you had very little chance of survival. Just ask WordPerfect, Novell (still struggling), Borland, Lotus and a list of other companies that were literally destroyed because they didnt bundle.   Using Joint Ventures to Bundle Products and Services   If you dont have (or cant offer by yourself) multiple products or services you may consider joint venturing to provide additional products or services of other businesses to bundle together with your offering.   For instance, if you are a mens clothing store, you could bundle the services of a local clothing tailor and a dry cleaner to provide a "Perfect Suit" program. The clothing store sells the untailored suit, the tailor fits the suit, and the dry cleaner cleans it. Everyone benefits resulting in more sales and new customers.   Suppose you were a marketing consultant (like me) and you noticed that many of your clients not only had marketing issues, but also bookkeeping and legal problems. Instead of doing a simple referral to other businesses you may consider forming a joint venture and offering a "Small Business Diagnostic" service that all three parties (consultant, bookkeeper, and lawyer) sell to their clients.