| name | funnel-plan |
| description | Full funnel architecture session. Diagnoses your situation, selects the right funnel type, and designs the complete offer stack with price ratios and conversion targets. Use when building a new funnel from scratch, when reviewing an existing funnel architecture, or when you need to define the offer stack before creating assets. Run before funnel-build. Triggers on "design my funnel", "funnel architecture", "what funnel should I build", "funnel strategy", "offer stack design", "plan my funnel", "which funnel type". |
Funnel Plan - ACTIVATED
Read these files first:
playbooks/funnel/funnel-types.mdplaybooks/funnel/offer-stack.mdplaybooks/funnel/input-spec.md
CHECK
Do not proceed past any failed check.
1. F1 complete?
Read company-context/audience.md.
Required before funnel planning:
- ICP defined with company type, headcount range, and buying trigger
- Decision-maker title named
- Specific pain in the buyer's words
If missing: "Funnel architecture without a defined ICP produces a funnel that speaks to no one. Complete F1 first."
2. F2 complete?
Read company-context/offer.md.
Required:
- Outcome statement (what the client achieves, not what you deliver)
- Mechanism name (your proprietary process has a name)
- At least one proof point with a real number, company type, and timeframe
- Price exists or price range is defined
If missing mechanism name: "Name your process before designing the funnel. A funnel without a named mechanism sells a commodity. The mechanism is what makes the VSL work."
3. Traffic source defined?
Ask: "Where is the traffic coming from? Cold paid ads, warm retargeting, affiliate list, organic, or cold outbound?"
This determines everything: funnel type, VSL length, trust-building required. Do not guess. Confirm.
4. Price tier confirmed?
Ask: "What is the front-end offer price? What is the backend price if you have one?"
Under $1K -> automated funnel is viable.
$1K-$5K -> automated funnel viable with strong proof and mechanism.
$5K+ -> route to a call. Application funnel required.
DO
Step 1: Funnel Type Selection
Using playbooks/funnel/funnel-types.md, select the right funnel type.
Ask the four diagnostic questions:
- What is the offer price?
- What is the traffic temperature (cold / warm / hot)?
- What is the minimum trust level the buyer needs before purchasing?
- Does this need to be affiliate-ready?
Apply the decision matrix from funnel-types.md. State the selected funnel type and the reason.
If they push back on the recommendation: show the conversion rate difference. Do not compromise on traffic-funnel matching. That is the most common failure point.
Step 2: Offer Stack Design
Using playbooks/funnel/offer-stack.md, design the full price architecture.
Map each layer:
| Layer | Price | What it delivers | Job |
|---|
| Front-end / tripwire | | | Manufacture buyers |
| Order bump | | | Highest-leverage revenue per transaction |
| OTO1 | | | Identity reinforcement post-purchase |
| OTO2 / downsell | | | Recover OTO1 declines |
| Continuity | /mo | | Margin engine |
| Backend (if applicable) | | | Application-only |
Apply the ratio benchmarks from offer-stack.md:
- Order bump: 20-50% of front-end price, target 37.8% take rate
- OTO1: 51-100% of what the buyer just spent, target 16.2% take rate
- Backend: ~50x core OTO price
State the projected AOV at full-stack conversion. If it does not support the traffic cost, the economics do not work. Identify which layer to fix.
Step 3: Conversion Targets
Set specific targets for each funnel stage before build begins.
| Stage | Target | Notes |
|---|
| Opt-in rate | 25-40% warm / 10-20% cold | Depends on traffic temperature |
| VSL completion rate | 30-50% | Below 20% means hook problem |
| Purchase rate | 1-5% cold / 3-8% engaged | Model on the conservative number |
| OTO1 take rate | 16-20% | |
| Order bump take rate | 30-40% | |
| Show rate (if call) | 75-85% | With confirmation sequence |
| Close rate (if call) | 35-45% | With application filter |
| EPC | $2.00+ | If affiliate distribution planned |
Step 4: Input Collection
Using playbooks/funnel/input-spec.md, run through the full pre-session checklist for the selected funnel type.
Identify every missing input. Flag each one:
- Required: cannot build this asset without it
- Recommended: build quality will suffer without it
Do not proceed to funnel-build until all Required inputs are confirmed.
Step 5: Architecture Summary
Produce the funnel plan document:
FUNNEL PLAN
===========
Funnel type: [selected type]
Traffic source: [source]
Front-end price: $[X]
Offer stack: [list all layers with prices]
Projected AOV: $[X]
Affiliate-ready: [yes/no]
Conversion targets:
- Opt-in: X%
- Purchase: X%
- OTO1: X%
- [call metrics if applicable]
Assets to build (for funnel-build):
- [ ] [asset 1]
- [ ] [asset 2]
- [ ] [asset 3]
Missing inputs (must resolve before build):
- [input 1]
- [input 2]
Ready to run: funnel-build
VERIFY
Before closing this session:
Reference files
- Funnel type decision:
playbooks/funnel/funnel-types.md
- Price architecture:
playbooks/funnel/offer-stack.md
- Input requirements:
playbooks/funnel/input-spec.md
- Affiliate distribution:
playbooks/funnel/affiliate-mechanics.md
- High-ticket backend:
playbooks/funnel/high-ticket-backend.md
- Offer design:
playbooks/offer/README.md
