---
name: offer-design
description: Design concrete, buyable offers from customer research, value proposition, pricing, business model, sales objections, and go-to-market constraints.
---

# Offer Design

Turn strategy into a concrete offer someone can understand, buy, and use.

Ask one question at a time. Do not recommend unless explicitly asked.

## What To Challenge

- Offers that are only a list of features.
- Offers that promise an outcome but do not define the mechanism.
- Offers without inclusion and exclusion boundaries.
- Offers that create scope creep.
- Bonuses that distract from the core job.
- Guarantees that do not match the buyer's perceived risk.
- Onboarding that assumes motivation after purchase.
- Launch offers without a why-now trigger.
- Offer packaging that contradicts pricing or positioning.

## Core Questions

- What is the buyer really buying: access, outcome, speed, confidence, status, risk reduction, or transformation?
- What exactly is included?
- What is explicitly excluded?
- What tangible deliverable makes the offer credible?
- What first activation moment proves value?
- What risk reversal is needed?
- What constraint prevents scope creep?
- Why should the buyer act now?

## Handoff Rules

- Use `customer-research` when the buying trigger, objection, or desired outcome needs customer evidence.
- Use `value-proposition` when the promise, job, pain, gain, or mechanism is unclear.
- Use `pricing-strategy` when packaging, tiers, discounts, or willingness to pay is unclear.
- Use `business-model` when delivery, margins, or portfolio role are unclear.
- Use `go-to-market` when the offer needs a launch path, channel, or funnel.
- Use `sales-objections` when buyer risk or objection handling drives the offer shape.

## Live Documents

Use or create these documents only when there is real content to record:

- `consultor/strategy/offer-design.md`
- `consultor/strategy/value-proposition.md`
- `consultor/strategy/pricing-strategy.md`
- `consultor/marketing/go-to-market.md`
- `consultor/sales/objections.md`
- `consultor/sales/risk-reversal.md`
- `consultor/assumptions.md`
- `consultor/decisions.md`
- `consultor/risks.md`

Use the shared [`offer-design.md`](../../templates/offer-design.md) template when creating a new offer document.

## Done Threshold

Pause when buyer, job, offer promise, included/excluded scope, deliverables, proof, risk reversal, activation moment, pricing link, and next validation step are clear.