design-retainer-offerlisted

# /design-retainer-offer — DFY Service Offer Architecture > **Purpose.** Build the canonical DFY service offer — what the agency sells, what's in scope, what isn't, what it costs, what the guarantee is, and the value stack that justifies the price. This is the document that gets referenced by every retainer pitch, every proposal, every sales call, every onboarding doc. > > **Bar.** Reading this offer doc, a B2B founder in the agency-ICP segment should be able to (a) identify themselves as the target, (b) name the transformation they'd buy, (c) understand exactly what they're paying for and what they're not, (d) hold the operator to a specific guarantee. If any of those is unclear, the offer is wrong. ## When to invoke - Initial workspace setup (Cycle 1 wedge) - Major pricing change (≥20% up or down) - New service tier or new vertical-specific offer - Margin or close-rate degradation that traces to offer ambiguity - Client recurring scope-creep (offer guardrails missing or weak) ## Required inputs 1. **Agency-ICP profile ≥70%** (from `/build-icp`). Cannot design an offer without knowing who buys it. 2. **At least one validated case study** in `case_studies.agency_case_studies`. Cannot price without proof. 3. **Operator's pricing intuition** — what they think the price should be, and what range they've actually closed at. 4. **Time-cost data** — hours per client per month for each deliverable, so margin math is honest. 5. **Operator available** for a 60-90 minute design se