Defining the Offer Hierarchy
We can’t focus on it all from a positioning standpoint. By giving our offer hierarchy, we can better emphasize each value piece we bring to the table.
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Given the job steps and associated problems, solution, and how-tos, please categorize the list based on the following criteria:
1. **Hurdle Step**:
- Has a profound effect on other steps or provides inputs necessary to complete the step.
- Is likely perceived as the primary restriction or limiting factor in the process.
- Is a step that cannot be removed from the process and the process still be successful.
- Represents immediate concerns and challenges.
- Is key to other steps’ success.
2. **Foundation Step**:
- Are essential and foundational to the process.
- Are mandatory for success.
- Have a major effect on other steps.
- Provide a solid base for the process.
3. **Essential Step**:
- Directly contributes to the primary deliverable.
- Are mandatory for success.
- Represent core “doing” steps in the process, and are not reporting or monitoring.
4. **Bonus Step**:
- Are typically required to complete the job correctly.
- Represent steps where we monitor or report.
- Are not in the direct line of performing the process to create the deliverable.
There must be:
- 1 Hurdle step,
- 2 Foundation Steps
- 3 no more than 5 Essential Steps.
The rest must be Bonus Steps.