The ask is that the person gives 40 minutes of time every other week (or the equivalent if you need to be out during certain weeks) for roughly the next six months. In exchange they will receive a stipend of equity in the company that are matched with. The standard agreement is for 4% of the common shares that Alchemist has in that company. They are welcome to stop the arrangement at any time, and will receive a pro-rated share of equity.
For the Sales and CEO coach, it's 4% each. Goals coaches are a little different.