/prd-v09-offer-construction-hormozi

name: prd-v09-offer-construction-hormozi
description: >
  Construct a high-conversion offer using Alex Hormozi's value equation and Grand Slam Offer
  mechanics during PRD v0.9 Go-to-Market. Triggers on requests to design the offer, set up the
  pitch, build bonuses or guarantees, or when user asks "how do we package this?", "what's the
  offer?", "build a grand slam offer", "Hormozi", "$100M offers", "guarantee", "bonus stack".
  Outputs GTM-* entries with Type=Offer / Type=Guarantee and BR-PRICING-* updates.
context: fork
allowed-tools:
  - Read
  - Write
  - Edit
  - Glob
  - Grep
  - WebSearch

execution_modes:
  default: standard
  supports: [quick, standard, deep]

Offer Construction (Hormozi $100M Offers)

Position in workflow: v0.9 Positioning (Dunford) → **v0.9 Offer Construction (Hormozi)** → v0.9 Launch Channels (ORB)

Execution Mode

Default is **standard**. See [`.claude/rules/08-skill-execution-modes.md`](../../rules/08-skill-execution-modes.md) for selection logic.

| Mode | What this skill produces | |------|--------------------------| | **quick** | One offer; 1–2 named bonuses; one simple guarantee; price anchor | | **standard** | Full value equation calibrated; 3–5 bonuses with anchored values; one named guarantee; scarcity / urgency rule | | **deep** | Multi-tier offers (entry / mid / premium); guarantee experimentation plan; price anchor A/B; bonus value validation plan |

Framework: Value Equation and Grand Slam Offer

From *$100M Offers: How To Make Offers So Good People Feel Stupid Saying No* (Alex Hormozi, 2021). An offer is the **complete commercial proposition** — what they get, what it costs, what's guaranteed, what's bundled, what's urgent — not just the product or the price.

The Value Equation

Perceived Value = **(Dream Outcome × Perceived Likelihood of Achievement)** / **(Time Delay × Effort & Sacrifice)**

Four levers — increase the numerator, decrease the denominator:

1. **Dream Outcome** — What does the customer actually want? Express in their words. (Higher = better.) 2. **Perceived Likelihood of Achievement** — How sure are they it will work? (Higher = better. Anchored by guarantees, social proof, case studies.) 3. **Time Delay** — How long until they get the outcome? (Lower = better.) 4. **Effort & Sacrifice** — How much work do they have to do? (Lower = better.)

If perceived value < price, the offer fails regardless of product quality.

Grand Slam Offer Components

A complete offer stacks five things:

1. **Core promise** — the headline outcome (anchored in the value equation) 2. **Bonus stack** — additional named items, each with anchored monetary value, that increase perceived value without proportionally increasing cost-to-deliver 3. **Guarantee** — one of: unconditional refund, conditional ("if X doesn't happen, we Y"), anti-guarantee ("we don't refund — here's why we're so confident"), implied (case studies, results), or service-level 4. **Scarcity** — limited supply (real: capacity, beta seats, custom service slots) 5. **Urgency** — limited time (real: cohort start, price increase, bonus expiration)

Scarcity and urgency must be **real**. Manufactured scarcity erodes trust and is incompatible with Dunford's positioning ([prd-v09-positioning-dunford](../prd-v09-positioning-dunford/SKILL.md)).

Consumes

• **GTM-\* positioning statement** (from v0.9 Positioning) — Dream Outcome and Likelihood of Achievement language comes from the positioning's value claims; the offer cannot promise more than the positioning supports
• **BR-\* pricing model** (from v0.3 Pricing Model) — Existing price tiers; offer can stack on top but should not silently change the model
• **FEA-\* features** (from v0.3 Feature Value Planning) — Bonuses must be real product features or real services, not vapor
• **CFD-\* value evidence** (from v0.1–v0.4) — "Dream Outcome" wording comes from customer interviews; "Likelihood of Achievement" anchors come from case studies and usage data
• **PER-\* best-fit segment** (sharpened by Positioning) — Determines what "Dream Outcome" actually means to this buyer

This skill assumes Positioning is complete (positioning statement at confidence ≥ 3/5) and v0.3 Pricing Model is set.

Produces

• **GTM-\* with Type=Offer** — The full offer card: core promise, bonus stack with anchored values, guarantee reference, scarcity/urgency rule, price anchor
• **GTM-\* with Type=Guarantee** (separate ID) — The guarantee in standalone form so messaging can reference it directly
• **BR-PRICING-\* updates** — If the offer changes the pricing model (e.g., adds a one-time payment option, changes refund policy), update the BR- entries
• **CFD-\* gaps surfaced** — If the offer's Likelihood-of-Achievement claims can't be substantiated, log a CFD- research gap

Execution

Step 1: Calibrate the Value Equation

Write down each lever in the customer's words. Score each on a 1–5 scale:

| Lever | Current | Target | Gap | |-------|---------|--------|-----| | Dream Outcome | | | | | Likelihood of Achievement | | | | | Time Delay | | | | | Effort & Sacrifice | | | |

The largest gap = the lever to attack first.

Step 2: Design the core promise

State the headline outcome in one sentence: *"You will [Dream Outcome] in [Time Delay] without [Effort & Sacrifice]."* Test the sentence against the positioning statement — if they conflict, fix the offer, not the positioning.

Step 3: Build the bonus stack [standard+]

Aim for 3–5 bonuses. For each:

• Name it concretely (not "additional support" — "1:1 setup call with founder, 30 min")
• Assign an anchored value (what would this cost separately?)
• Confirm it's deliverable at near-zero marginal cost (or factor cost into pricing)

Total stacked value should be ≥ 3× the price. If it isn't, the offer's perceived value is too low.

Step 4: Choose a guarantee

Pick the strongest guarantee you can deliver:

| Guarantee Type | When to Use | Risk | |----------------|-------------|------