Presenting the Offer

💡 Key Idea: After a good demo, you need a way to package and price what you showed. The goal is to put a simple offer in front of someone, see how they react, and learn fast. This section is broken down into 3 parts:

- Pt 1: Choose a Pricing Model
- Pt 2: Set a Price & Defend Value
- Pt 3: Package the Experience

✋ Permission Slip: You don't need to know your exact pricing model or your exact price at this stage. It's fine to start with a best guess, learn as you go, and adjust. Spending weeks trying to perfect packaging or legal docs is usually wasted time, because whatever feels "perfect" now will almost certainly change after your first sales conversations. Keep it light and keep the momentum up.

📊 Outcome

By the end of this section you'll have:

• A framework to select a pricing model
• A way to package your product and onboarding flow that reduces friction and increases conversions
• A clear method to frame your price so clients see the value
• The confidence to ask for a decision and book next steps

🎯 Assumptions for This Module

This module is written for zero to one founders, typically at seed or pre-seed, who don't yet have full product-market fit. In this stage, sales isn't only about revenue. It's also about learning whether the product is viable, what customers care about, and how they describe their problems.

Because of that, we'll lock in a few assumptions:

• Sales over PLG. If a product is truly PLG, sales might not be the best motion. PLG also requires more mature product investment. Here, assume you need sales conversations to activate customers.
• Single workflow, one department. Most early B2B companies wedge in with one clear workflow for one team.
• Price band. Not enterprise six-figure contracts. Think a few hundred to a few thousand dollars per month to start.

Running Example: Ora.im

‍What it is: AI SDR tool that automates outbound sales conversations

Why it's a great example:

• Built by Lavender (proven successful sales tools company)
• Launching into nascent AI SDR market
• Still seeking product-market fit for this specific offering
• Facing similar challenges as early-stage founders

Current pricing: $500 per agent per month.

Throughout this section, I'll use Ora.im's approach to illustrate each pricing and packaging concept.

🚀 What's Next

This section breaks down into three detailed steps that will walk you through the entire process of creating and presenting your offer. Each step builds on the previous one to give you a complete framework for packaging and pricing your solution. Let's move onto Pt 1: Choose a Pricing Model.