SOP-MKT-offer-creation-v1.0

1. Purpose

Define how new offers are created and how existing offers are materially amended. Pricing and positioning are HIGH-sensitivity decisions — they carry brand, revenue, and legal implications. This SOP ensures every offer change is deliberate, reviewed, and CEO-approved before it touches any external surface.

Current offer: The Ecosystem Revenue Architecture Assessment™ — $2,500 fixed, half-day structured executive session, ecosystem signal mapping, written findings and recommendations, delivered within 30 days of SOW.

2. Trigger Conditions

Trigger	Examples
New offer	New product or service not previously offered
Material offer amendment	Price change, scope change, delivery mechanism change, name change
Offer expansion	Adding a tier, adding a deliverable, bundling existing offers
Offer retirement	Sunsetting an existing offer
ICP-driven repositioning	Research finding that requires reframing what an existing offer is for

Minor copy edits to offer language (clarifying, not changing meaning) do not trigger this SOP — those route through SOP-MKT-website-update-v1.0 (Tier 2 or Tier 3 approval).

3. Offer Definition Standard

Every offer has a canonical definition at knowledge/company/offer/:

---
offer_id: {slug}
version: v{X.Y}
status: Active | Draft | Retired
price: {USD fixed or range}
last_reviewed: {YYYY-MM-DD}
approved_by: {CEO + date}
---

## Offer Name
{Full name as used in external communications}

## ICP Fit
{Who this is for — must reference canonical ICP profile}

## Problem Addressed
{The specific pain this solves — one sentence}

## Transformation Promised
{What the customer has that they didn't before — one sentence}

## Delivery Mechanism
{How it is delivered: format, duration, medium}

## Price
{Fixed price or range; discount policy; payment terms}

## Constraints
{What this does NOT include; what triggers out-of-scope}

## SOW Template
{Reference to SOW template file path}

4. Creation Procedure

Step 1 — Offer brief

CEO or CMO initiates. category.positioning authors an Offer Brief including: - Problem being solved and ICP fit - Proposed delivery mechanism - Proposed pricing rationale (comparable market data if available) - Risks and open questions

Brief filed to CMO and CEO session directories.

Step 2 — Clarifying questions

category.positioning asks before designing: - "Is this additive to or replacing an existing offer?" - "Is there a target price range, or is this research-driven?" - "What constraints exist on delivery capacity?"

Ask before assuming. Do not draft a full offer definition until these are answered.

Step 3 — Council review (HIGH sensitivity)

Before any offer definition is submitted for CEO approval:

1. Council review per SOP-EXEC-council-review-v1.1 — HIGH sensitivity (pricing + positioning)
2. Sensitivity = HIGH means Ollama local only — no external API calls for pricing or positioning language
3. Council evaluates: offer-market fit, pricing defensibility, ICP alignment, differentiation clarity, language risks
4. Council output: written review with score and recommended changes
5. category.positioning revises; CMO reviews revised version before CEO submission

Step 4 — CEO approval

CEO reviews the council-reviewed offer definition. Approval required before: - The offer definition file is written to knowledge/company/offer/ - Any SOW template is updated - Any external copy, pitch deck, or outreach references the new offer

CEO approval is logged in the offer definition file (approved_by field) and in Monday.com.

Step 5 — Propagation

After CEO approval: 1. category.positioning writes the canonical offer definition to knowledge/company/offer/ 2. CMO initiates updates to website copy (SOP-MKT-website-update-v1.0), pitch decks, and outreach templates 3. CRO updates Prospects board with new offer name/pricing if changed 4. sop.manager updates any SOP that references the old offer details (e.g., SOP-REV-opportunity-inspection-v1.0 Section 6) 5. chief.staff posts to #exec-checkins: NEW OFFER DEFINITION APPROVED — {offer name}

5. Offer Calendar Freeze

During a calendar freeze declared per SOP-MKT-calendar-freeze-coordination-v0: - No offer creation work proceeds to CEO approval - Offer Brief drafting may continue - Council reviews may run (internal artifacts, not customer-facing) - CEO approval and propagation step are held until freeze lifts

---

Change Log

Version	Date	Change
v1.0	2026-04-21	Initial draft — sop.manager.

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Owner: category.positioning Executive sponsor: cmo Drafted by: sop.manager Status: Draft — pending CMO review + CEO approval Version: v1.0