prd-v09-offer-construction-hormozi

# 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 |
|----------------|-------------|------|
| Unconditional refund | Confident in product; low-touch sale | Refund-fraud exposure |
| Conditional ("if X doesn't happen, we Y") | Specific outcome promised | Requires clear measurement |
| Anti-guarantee | Premium / high-status positioning | Loses risk-averse buyers |
| Implied (case studies) | Long sales cycle, B2B | Slower trust-building |
| Service-level | Ongoing relationship | Operational commitment |

Write the guarantee in the customer's words. If you cannot stand behind it, choose a weaker one or fix the product.

### Step 5: Add scarcity and urgency [standard+]

| Type | Examples |
|------|----------|
| **Scarcity (supply)** | Beta seats (real cap), capacity-limit