THE PROCESS

Forecast, build, operate, extract. Expand last.

The order matters more than the list. Every stage below exists to make the next one cheaper, and the last stage is deliberately the one nobody rushes to.

PHASE I · 01-03

Establish

Model the economics, design the offer and journey, build the system with attribution wired first.

PHASE II · 04-06

Run

Acquire, operate on cadence, and optimize one isolated variable per cycle against the forecast.

PHASE III · 07-08

Extract, then expand

Open the monetization layers already inside the funnel. A second mechanism comes only after that.

PHASE I · ESTABLISH

Nothing is built until the numbers are arguable.

Weeks 1 to 5, typically. The output of this phase is a system that can be read on its first run.

Forecast

We model your funnel economics before anyone builds anything. You see the break-even cost per registration, the contribution margin the offer supports, and which single assumption the whole plan is resting on. The plan gets argued from numbers rather than from taste.

1 to 2 weeksReviewed with you liveRe-run against actuals each month

WHAT YOU GET

Full funnel economic model, conservative to upside

Break-even cost per registration and per lead

The constraint of record, stated in writing

Architect

Offer structure, funnel journey, and run cadence are designed together, because changing one changes the others. VIP is priced here, not bolted on later. The backend rung is decided here, not discovered after the first run.

1 to 2 weeksOne decision documentSigned off before build

WHAT YOU GET

Offer and price ladder, including VIP

Funnel map from ad to backend

Run calendar and cadence commitment

Build

Pages, sequences, checkout, tracking, and the sales handoff get implemented as one system rather than five projects. Attribution is wired before spend goes live, because retro-fitting it means the first run cannot be read.

2 to 3 weeksAttribution integrity check before spendOwner named per variable

WHAT YOU GET

Registration, thank-you, replay, and checkout pages

Email and SMS sequences for reminder and replay

Tracking, conversion API, and attribution QA

PHASE II · RUN

Cadence is what turns opinions into data.

From week 5 onward. The same team, the same calendar, the same dashboard, every week.

Acquire

Paid acquisition goes live across Meta, Google, and YouTube with a testing structure designed to isolate one variable at a time. Budget moves on evidence, not on the reflex to move budget.

ContinuousYou pay platforms directlyRead on cost per registration and downstream revenue

WHAT YOU GET

Campaign and creative testing structure

Weekly creative production against the winning angle

Spend pacing tied to cost per registration

Operate

Recurring runs by the same team, on the same calendar, against the same dashboard. Show-rate mechanics, replay windows, and the sales handoff are run as operations rather than as launches.

Recurring runsOne accountable teamEvery number traceable to a run

WHAT YOU GET

Every run staffed and executed end to end

Reminder, show-up, and replay sequences run live

Live dashboard, no monthly slide deck

Optimize

Weekly review against every stage, with one change isolated per cycle so the learning actually compounds. The forecast is re-run against actuals, and the variance is the agenda.

WeeklyWritten variance noteNothing discarded between runs

WHAT YOU GET

Weekly review with the constraint named

One isolated change per cycle, logged

Forecast-versus-actual record per run

WHAT THE PROCESS REPORTS INTO

Every stage above writes to one dashboard.

The weekly review is held against this, not against a reconstruction of it. You have the same access we do, on the same day we do.

Portfolio view comparing spend against attributed revenue, shown with fictional demonstration data

Spend against attributed revenue with the break-even line drawn, plus the run-level table behind it. Interface shown with fictional demonstration data.

PHASE III · EXTRACT, THEN EXPAND

The cheapest revenue is the revenue already in the funnel.

Ongoing, once the mechanism is measured and improving.

Extract

Open the layers the funnel is not yet monetizing. VIP, replay deadline, order bumps, upsells, checkout recovery, and the backend rung are each worth more than a new mechanism, and each one is cheaper to test.

OngoingSequenced by expected valueMeasured on revenue per registrant

WHAT YOU GET

A ranked list of unopened monetization layers

One layer tested at a time, with its own economics

Revenue per registrant tracked as the headline number

Expand

A second mechanism is added only when the first one is measured, improving, and near the limit of what it can return. We earn the right to add complexity.

Only when earnedRequires a passing first mechanismForecast first, as always

WHAT YOU GET

A written case for the second mechanism

Its own forecast before any build

The first mechanism left instrumented and running

THE WEEKLY RHYTHM

What a normal week looks like.

Daily operating view showing live and upcoming runs, shown with fictional demonstration data

Monday through Friday, the week is run against this view. Demonstration data.

MON

Review

Last run read against forecast. The constraint for the week is named.

TUE

Change

One isolated change shipped against that constraint. Logged with its expected effect.

WED

Run

Webinar goes live. Show-rate mechanics and the sales handoff run as scripted.

THU

Replay

Replay window and deadline sequence. Checkout recovery is worked, not left to email.

FRI

Reconcile

Numbers reconciled to source, variance written up, next week’s creative queued.

WE OWN

The forecast, and its accuracy against actuals

Funnel architecture, pages, sequences, and checkout

Paid acquisition, creative, and testing structure

Attribution, tracking integrity, and reporting

Run execution, cadence, and weekly optimization

YOU KEEP

The offer, the product, and the delivery of it

The brand, the audience, and every asset built

Ad accounts and spend, paid directly to the platforms

Subject-matter expertise and the person on camera

Final approval on offer, price, and positioning

Stage one starts with your numbers.

Six guided steps · roughly nine minutes · estimates, not guarantees

Build My Webinar Forecast