Jonathan Stark Value-Based Proposal Draft

A structured 60-minute workflow for drafting a Jonathan Stark value-based proposal, shifting client focus from billable hours to project outcomes.

5 time blocks, 60 minutes in total.

Time blocks

Review Discovery Notes: 10 min
Extract the client's business goals, value drivers, and metrics
Draft Executive Summary: 10 min
State the client's current baseline and desired future state
Define Success Metrics: 10 min
List agreed indicators that measure the success of the project
Construct Three Option Tiers: 15 min
Outline low, medium, and high involvement scope tiers
Set Pricing and Payment Terms: 15 min
Anchor prices to overall project value and demand 100% upfront

About this routine

Pricing consultant Jonathan Stark advocates shifting freelancers and agencies away from hourly billing toward value-based fees. The core of this methodology is the Jonathan Stark value-based proposal, a short document designed to capture business outcomes rather than granular task lists. Before writing, you must hold a value conversation to discover the client's underlying business goals and target return on investment.

This 60-minute drafting block helps you translate raw discovery notes into a concise proposal. You begin by reviewing client phrasing, articulating their desired future state, and outlining three tiered options that provide distinct paths to reach their objectives. The process ensures you set prices based on value created rather than time spent.

Why this routine works

Eliminates hourly tracking by anchoring fees to business outcomes
Gives clients three clear options instead of a binary yes or no decision
Prevents scope creep by focusing on high-level goals

FAQ

What is a Jonathan Stark value-based proposal?

It is a short proposal format focused on client business outcomes and return on investment rather than hourly rates or technical implementation details.

How many options should be included in a value-based proposal?

Jonathan Stark recommends offering three distinct tiered options, allowing the client to choose the level of value and support they prefer.

How long should a value-based proposal be?

A value-based proposal is typically short, usually one to three pages, keeping the focus entirely on high-level business goals.