What are some sample milestones/goals to set for co-founders to allow them to gain equity for contributing value to the company, like a vesting-based equity plan.
Let's say for example, in a software company, there are two founders: 1 who is a seasoned developer- he has the idea for and makes the product, and 1 who handles the operational business side- marketing, sales, hiring, etc... The developer feels that since the flagship product is his idea and he is creating it, he should receive 80% of the equity initially. This allows 20% for the other co-founder. Since it is so early in the company's history, they agree that this seems fair initially (as one has clearly had more quantifiable results) but with the contingency that as the business grows there be availability for extra equity awarded based on their value contributed.
i.e. The developer creates another product. The business guy makes their first sale. etc.....