funnel-plan

# Funnel Plan - ACTIVATED **Read these files first:** - `playbooks/funnel/funnel-types.md` - `playbooks/funnel/offer-stack.md` - `playbooks/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: 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 ``` --- ## 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 --- ## 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`