Eighth step. Turn market/ICP/tiers (03) + positioning (06) + VP (07) into concrete offers that can be sold and tested. Cold audit → offers are hypotheses; proof/prices — ranges marked "validate". No gate.
Input — 03 (market/tiers/persona), 06 (anchor/enemy/category), 07 (dream outcome, pains, benefits, why-now),
05 (competitor whitespace), 04 (sizing — for price sanity).
Read reference/agency-stages.md.
GTM enrichment (reference/gtm-frameworks.md §5 — pricing): value metric ·
WTP (Van Westendorp / Gabor-Granger / presale — don't ask "how much would you pay") · competitors ±10-30% ·
sweet spot: ~70% buy (ok to lose 20-30%) · 6 models · packaging 2-5 tiers · revise every 3-6 mo.
Reuse
offer-factory (generation of offer-bets ICP×pain×mechanism) · offer-ladder (vertical ladder) ·
offer-definer (features→outcome). anticopywriting-ai — so names/copy don't smell like AI.
What to assemble
1 · Offer ladder (vertical ladder around ONE transformation).
- Hook / free — low-barrier entry (audit/loss calculation) = sales-opener + (at 2+) lead magnet.
- Entry (paid pilot) — fast paid pilot that proves ROI (fixed scope/price/timeline).
- Core — main offer (retainer/build) after a proven pilot.
- Continuity — managed/optimization monthly (LTV).
2 · Offer cards (Grand Slam) — on core + entry. Fields:
- Name (clear, outcome-oriented, not "AI consulting").
- For (ICP/tier) · Trigger · Pain (з 03/05).
- Dream outcome (big promise з 05).
- Mechanism / what's included (scope: what exactly we do, in their stack).
- Measurable outcome (metric: +%/+N/$; where none — "proof TBD from pilot").
- Speed (time to result) · Effort removed (done-for-you / no new tool).
- Proof (case/recording/guarantee; TBD at Stage 0).
- Price / structure (range + model: fixed pilot → retainer).
- Risk reversal / guarantee (ROI-gated, refund/extend — lowers the barrier at Stage 0).
- CTA (next step).
3 · Use case (1 per core, Z1 template): Persona / Trigger / Pain / Solution / Outcome / Proof.
4 · Validation plan (Z1-T19): show cards to 5-10 people (network + cold), 8 questions, collect sentiment + reaction to price; goal ≥70% "would consider" and ≥1-2 into real pilots.
Stage-adaptive depth
- Stage 0-1: 1 core + 1 entry + hook; simple ladder; 1 use case; price ranges. No portfolio.
- Stage 2: productize 2-3 offers + price tiers; use case library; light A/B framing.
- Stage 3-4: full portfolio + outcome-based pricing + upsell ladder.
Principles
- Offer = persona × trigger × pain × mechanism × outcome × proof, not a "service" (not "Web Dev", but "30-day Shopify CRO for DTC losing conversion").
- Reinforce value not by lowering the price, but by proof + guarantee + speed + low-effort (Grand Slam).
- The entry offer must prove ROI on its own (at Stage 0 this is the engine for the first case studies).
Output (Notion)
Sub-page «08 · Offers»: offer ladder (table) · 1-2 offer cards · use case · validation plan · "Sources / assumptions" block. In Ukrainian; offer names — in the market language (often EN).
Definition of Done
- Offer ladder (hook → entry → core → continuity) defined.
- ≥1 core + ≥1 entry offer cards using the full Grand Slam template (with risk-reversal).
- 1 use case (Z1 template) + validation plan (5-10 conversations, criterion ≥70%).
- Prices — ranges marked "to validate"; proof "TBD" where absent. Notion page created.