Offer shape

By the end of this lesson you will have an offer you can price, staff and improve, because every client gets the same steps and your hours per client are known. That is what stops each new sale from buying a piece of your week. It has one outcome for one buyer, the delivery model you start with and the order the others follow, a written scope, and your current and target price.

• One outcome, written as the change the buyer gets
• Three delivery models: which one you start with, and the order you add the others
• A fixed scope: the same steps for every client, with the exclusions written down
• Your price today, and the price the outcome is worth to the buyer

Why it matters. Your delivery machine is the part of the business that turns a sale into the outcome. If its steps change from client to client, each sale also buys a share of your week, and profit per owner-hour falls as you add clients. A fixed scope turns delivery into a written list with known hours, so you can price it, staff it and improve it.

What you need. Lesson 1.1: your buyer and your non-negotiables.

Do this.

1. Write the outcome in one sentence: who it is for, and what changes for them.
2. Choose the delivery model you start with. Done for you: your team runs the work, month after month. Done with you: you guide the client through the work each week while they or their team do it. Done by you: the client does the work using your method, with your support. Start with one. Add the others in that order, through the same funnel. Add the next only when the current one runs on written procedures and Coach, with hours per client that hold steady, or when it has reached its client cap.
3. List the delivery steps in order. Every client goes through every step. Where clients genuinely need something different, write it as one of a short list of set options, or remove it.
4. Next to each step, write who does it (you, Coach or a team member) and the hours it takes per client each month. If a step's hours swing widely between clients, it is still custom work. Tighten it until the hours are predictable.
5. Write what is included and what is not. Be specific about channels, meetings, reports and revisions.
6. Enter your current price.
7. Set a target price from the value of the outcome to the buyer. Use their numbers: what it earns them, saves them or gives back in time. Label that value as your assumption. Message tests it.
8. Save.

Keep one core offer. A lower way to buy the same outcome comes later, only when your recorded sales calls show most lost deals were lost on budget. Your next delivery model is different: it is added in order, when the one before it is systemized or full.

Done when. By day 9, the member has saved one outcome, one delivery model, a written scope of what is and is not included, and a current and target price.

Max's plan: Million Dollar Year's own offer shape, day 8.

• Buyer: coaches and agency owners making $20k to $100k a month, accepted from $20k.
• Entry condition: at least $300 a day on Meta.
• Outcome: one acquisition funnel installed in their own CRM account and Meta managed, so qualified calls are booked and tracked through to sales outcome and payment.
• Starting delivery model: done for you, as Million Dollar Acquisition.
• Planned next models: done with you, as Million Dollar Year, planned to open on day 29 because Acquisition is at its client cap; done by you (planned). All three sell through the same application-and-call funnel.
• Delivery steps: (1) onboarding and access, Coach then Max; (2) funnel pages, capture, CRM routing, follow-up and booking installed in month 1, Max with Coach; (3) ad strategy, scripts and copy, drafted by Coach and approved by Max; (4) Meta campaign setup and optimization, Max; (5) basic captioned editing of client-recorded ad videos, Coach; (6) tracking and sales-outcome recording, installed by Max and recorded by the client; (7) 30-minute private calls as needed, Max; (8) the weekly Group call and community, shared. Set options: none. Max's hours per client: about 6 a week in month 1, an estimate, and about 2 a week after: 16 of his weekly hours (installs, maintenance and improvements, Meta and calls) across 8 clients.
• Included: the signed scope: one core offer and one acquisition funnel, Meta management, the scripts and copy, basic captioned editing of ad videos, tracking, the Group calls and community.
• Not included: a second offer, brand or funnel, extra ad channels, major rebuilds, organic editing, sales calls on the client's behalf, the client's own tools and Meta spend.
• Current price: $5,000 a month, four months, then monthly. The price at the time of writing.
• Target price: $5,000 a month.
• Value basis (assumption): an agency owner collecting $50,000 a month on 50 hours a week, at a 40% margin before salary, has $250 of revenue per hour and a dollar-per-hour of $100, and spends about 15 hours a week on their own acquisition. Handed over, that is 720 hours a year, $72,000 of owner time, before any booked call. Message tests it.

The target price is a decision to test, not a result.