[acconrad]

Thank you, given what you've just added I'd defer to other's comments about relying on negotiation skills. I wouldn't accept anything less than a 10% increase (mixed between equity and cash) unless the title bump was meaningful and could actually have an impact on your career growth (i.e. not being VP of Engineering for a 1-person engineering team). If you're right in the middle, it shouldn't be hard to find salaries for 10% more.

[mrks_]

Thanks for the advice! I was initially concerned that negotiating for a 20-25% increase would make me unreasonable for my currently median-level skills. It seems that if 10% is a fair, but low-end, increase, then I can continue to target ~ 20%, so long as I practice negotiating.

[le-mark]

It depends on the employer as well. For example we have local companies here with horrible reputations that sometimes pay well above market rate for developers.

Makes negotiating much easier, also more risk in working there, as another comment says.