Offer Architecture
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Overview
Section titled “Overview”Offer architecture defines what is exchanged, at what commitment level, and how risk is reduced.
Key principles
Section titled “Key principles”- Laddered commitments (free → trial → core → expansion).
- Risk reversal (guarantees, pilots, proof-of-value).
- Pricing aligned to value metric.
Quality checks
Section titled “Quality checks”- Each tier has ICP, expected outcome, and success metric.
- Friction mapped: time, budget, approval.
- Clear entry and upgrade paths.
Common pitfalls
Section titled “Common pitfalls”- Too many tiers with unclear differentiation.
- Guarantees without operational feasibility.
- Misaligned value metric causing gaming.
When to use / not to
Section titled “When to use / not to”Use when conversion stalls due to unclear next steps or risk. Not a replacement for product fit.