funnel-plan

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.md
• playbooks/funnel/offer-stack.md
• playbooks/funnel/input-spec.md

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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.

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DO

Step 1: Funnel Type Selection

Using playbooks/funnel/funnel-types.md, select the right funnel type.

Ask the four diagnostic questions:

1. What is the offer price?
2. What is the traffic temperature (cold / warm / hot)?
3. What is the minimum trust level the buyer needs before purchasing?
4. 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

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VERIFY

Before closing this session:

• Funnel type selected with documented reason
• Offer stack designed with all layers and prices
• Conversion targets set for each stage
• All Required inputs confirmed or flagged with a resolution plan
• Funnel plan document produced and saved to company-context/ or the user's preferred location
• EPC target set if affiliate distribution is planned

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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