# Lp Offer > Startup offer design skill (MARKET-06). Consolidates ICP, positioning, pricing, and offer design into one artifact with 6 sections. Produces a validated offer hypothesis ready for forecasting and channel selection. - Skill: `majiayu000/lp-offer` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds add majiayu000/lp-offer` - Raw SKILL.md: https://api.skillmd.com/api/skills/majiayu000/lp-offer/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: majiayu000 (https://skillmd.com/u/majiayu000) - Updated: 2026-09-09 - Page: https://skillmd.com/skills/majiayu000/lp-offer --- # lp-offer — Startup Offer Design (MARKET-06) Produces a comprehensive offer artifact for startups. Defines ICP, pain/promise mapping, offer structure, positioning, pricing hypothesis, and objection handling in one document. ## Invocation ``` /lp-offer --business ``` Required: - `--business ` — business identifier (e.g., BRIK, SEG, INT) **Business resolution pre-flight:** If `--business` is absent or the directory `docs/business-os/strategy//` does not exist, apply `_shared/business-resolution.md` before any other step. ## Operating Mode RESEARCH + DESIGN + DOCUMENT This skill: - Researches competitor offerings, pricing, and customer reviews - Designs a structured offer hypothesis with 6 sections - Documents the offer artifact at `docs/business-os/startup-baselines//offer.md` - Does NOT make final pricing decisions (produces hypothesis to validate) - Does NOT skip sections (all 6 MUST be present) ## Inputs Required: - `lp-readiness` output (offer clarity gaps from RG-01 gate) - Business context from `docs/business-os/strategy//` or user-provided description - What the business does, what it sells, who it targets Optional (enhances quality): - Competitor websites, pricing pages, product listings - Customer reviews (competitor products/services) - Market research docs from `docs/business-os/market-research/` - Existing offer drafts or positioning statements - `docs/business-os/strategy//-brand-identity-dossier.user.md` — enhances Positioning One-Pager (Section 4) voice and personality ## Workflow ### Stage 1: Load Context (RESEARCH) 1. Read `lp-readiness` output to understand offer clarity gaps 2. Load business context from strategy docs 3. Identify 3-5 direct competitors 4. **Dispatch ONE subagent per competitor in a SINGLE message (parallel).** Each subagent receives `.claude/skills/lp-offer/competitor-research-brief.md` as its brief. Subagents run read-only Mode A (analysis phase only — no file writes). Protocol: `_shared/subagent-dispatch-contract.md`. - Hard limit: **200 words max per subagent output** - If a subagent returns > 200 words: orchestrator truncates to structured schema fields, discards prose before synthesis - If a subagent returns `status: fail`: quarantine result, continue with remaining, flag gap in Evidence Register 5. Merge all structured extracts into the Evidence Register. Then proceed to Stage 2. ### Stage 2: Build Offer Artifact (DESIGN) Create artifact with 6 mandatory sections: #### Section 1: ICP Segmentation Define 1-2 Ideal Customer Profiles (ICPs). Each ICP includes: - **Demographics**: Age, location, income, job title, company size (B2B) - **Psychographics**: Values, fears, aspirations, buying style - **Jobs-to-be-done**: What functional/emotional/social job does the offer solve? - **Buying triggers**: What event/pain/threshold prompts them to buy NOW? **Specificity test**: If "everyone" qualifies, the ICP is too broad. Narrow it. #### Section 2: Pain/Promise Mapping For each ICP, map top 3 pains to specific promises: | Pain (Customer Language) | Promise (Our Solution) | Evidence Source | |--------------------------|------------------------|-----------------| | [Exact pain from reviews/research] | [Specific outcome we deliver] | [Competitor review, research doc, customer interview] | **Review mining guidance**: - Search competitor reviews for: "I wish...", "frustrating", "difficult", "doesn't work", "missing" - Extract verbatim customer language (use their words, not marketing speak) - Note patterns: if 5+ reviews mention same pain, it's a top priority #### Section 3: Offer Structure Define what the customer receives: - **Core offer**: The main product/service (be specific: "12-week coaching program" not "coaching") - **Bundles**: Any package variants (basic/pro/enterprise) - **Included deliverables**: What tangible/intangible items are included? - **Exclusions**: What's NOT included (set boundaries) - **Guarantees**: Money-back, satisfaction, performance guarantees - **Risk reversals**: Free trial, sample, audit, assessment, no-commit first session **Concreteness test**: Could a competitor easily copy this structure? If not specific enough, add detail. #### Section 4: Positioning One-Pager Positioning statement using Geoffrey Moore's template: ``` For [target customer segment] Who [have this specific need/pain] [Product/service name] is [category] That [key differentiated benefit] Unlike [primary alternative/competitor] Because [reason to believe / unique capability] ``` **Additional elements**: - **Category creation**: Are we defining a new category or claiming position in existing one? - **Competitive frame**: What do customers compare us to? (Not always direct competitors) - **Key message**: One-sentence elevator pitch derived from positioning statement #### Section 5: Pricing/Packaging Hypothesis **THIS IS A HYPOTHESIS TO VALIDATE, NOT A FINAL PRICE.** Pricing analysis: - **Proposed price point(s)**: Primary offer price + any tier variants - **Pricing model**: One-time, subscription, usage-based, value-based, freemium - **Competitor price comparison**: List 3-5 competitors with their pricing (create comparison table) - **Anchor pricing**: What higher-priced alternative sets the reference point? - **Price positioning**: Premium, mid-market, value/budget? - **Rationale**: Why this price? (Cost-plus, value-based, competitive parity, penetration, skimming) **Confidence level**: State LOW/MEDIUM/HIGH confidence and what evidence is missing. **Validation plan**: What experiments will test pricing hypothesis? (Landing page test, pre-sales, tiered offers, etc.) #### Section 6: Objection Map + Risk Reversal Top 5 objections with responses: | Objection | Response | Proof/Risk Reversal | |-----------|----------|---------------------| | [Common reason not to buy] | [Logical/emotional counter] | [Guarantee, case study, testimonial, free trial] | **Sources for objections**: - Competitor reviews (what customers complain about) - Sales conversations (if available) - Price sensitivity ("too expensive") - Credibility gaps ("never heard of you") - Comparison anxiety ("how do I know you're better than X?") **Risk reversal mechanisms**: - Money-back guarantee (30/60/90 day) - Free trial or freemium tier - Performance guarantee ("results or refund") - Satisfaction guarantee ("love it or leave") - Pilot/sample/audit (B2B) - No-contract/cancel-anytime (subscription) ### Stage 3: Document Artifact (DOCUMENT) 1. Write complete offer artifact to `docs/business-os/startup-baselines//offer.md` 2. Include metadata header: ```yaml --- business: artifact: offer-design created: status: hypothesis confidence: [low/medium/high] --- ``` 3. Append evidence register at end: list all sources consulted (competitor URLs, review sites, research docs) 4. Self-audit against Quality Checks (see below) ## Output Contract Produces single file: `docs/business-os/startup-baselines//offer.md` **Artifact registry**: Canonical path defined in `docs/business-os/startup-loop/artifact-registry.md` (artifact ID: `offer`). **Structure**: 1. Metadata frontmatter (YAML) 2. Executive summary (2-3 sentences: what is the offer, who is it for, what makes it different) 3. Section 1: ICP Segmentation (1-2 ICPs with all 4 elements) 4. Section 2: Pain/Promise Mapping (table format, 3 pains per ICP) 5. Section 3: Offer Structure (core offer, bundles, guarantees, risk reversals) 6. Section 4: Positioning One-Pager (Moore template filled, category/frame/message) 7. Section 5: Pricing/Packaging Hypothesis (price points, competitor comparison table, rationale, confidence, validation plan) 8. Section 6: Objection Map + Risk Reversal (table format, 5 objections) 9. Evidence Register (sources cited with URLs or file paths) **Downstream compatibility**: - `lp-forecast` consumes: ICP (for TAM/SAM estimation), pricing hypothesis (for revenue modeling), confidence level (for scenario ranges) - `lp-channels` consumes: ICP (for channel-customer fit), positioning (for messaging), objections (for content strategy) - `lp-do-critique` (DS-14 offer mode) consumes: entire artifact for critique ## Quality Checks Before finalizing, verify: - QC-01: All 6 sections present and complete (ICP, pain/promise, structure, positioning, pricing, objections) - QC-02: ICP is specific (not "everyone" or "small businesses") - QC-03: Pricing hypothesis includes competitor comparison (≥3 competitors with prices) - QC-04: At least 3 objections mapped with responses - QC-05: At least 1 risk reversal mechanism defined - QC-06: Confidence level stated explicitly (low/medium/high) - QC-07: Evidence register cites ≥3 sources (competitor sites, reviews, or research docs) - QC-08: Pain/promise mapping uses customer language from reviews/research (not marketing speak) - QC-09: Positioning statement fills all 6 blanks in Moore template - QC-10: Pricing rationale explains WHY this price (not just "seems right") ## Red Flags Invalid outputs that MUST be rejected: - Missing any of the 6 sections - ICP says "everyone", "anyone who needs X", "small to medium businesses" (too broad) - No competitor pricing cited (makes pricing hypothesis ungrounded) - Pricing shows final decision confidence ("this IS the price") instead of hypothesis to validate - Pain/promise mapping uses generic pains ("wants better results") not specific customer language - Positioning statement has blanks or says "TBD" - <3 objections mapped - No risk reversal mechanism (no guarantee, trial, or reversal) - Evidence register empty or cites non-existent files - Confidence level missing ## Integration ### Upstream (MARKET-01 + readiness context) - Preceded by `/lp-readiness --business ` (must pass RG-01 offer clarity gate) - Consumes offer clarity gaps from readiness output - Reads business context from `docs/business-os/strategy//` ### Downstream (S3, SELL-01) - `/lp-forecast --business ` (S3) reads ICP and pricing hypothesis for revenue modeling - `/lp-channels --business ` (SELL-01) reads ICP, positioning, and objections for channel selection - `lp-do-critique` (DS-14 offer mode) critiques this artifact for logical gaps ### Parallel Skills - Can run after or parallel to `/lp-market` (market research baseline) if it exists - Does NOT depend on `/lp-forecast` or `/lp-channels` (this skill is prerequisite for those)