03 · ICP & Funnels
Who we call out, and how he gets in.
The ideal client, in his own words; the targeting matrix; the entry product; the seven funnels; how acquisition cost falls and lifetime value rises; and the application that routes every lead. Every number here was measured on the fitness offer. The relaunch re-measures it.
01 · The ICP
The senior South Asian professional who can pay and whose change is seen.
Founders and business owners, CXOs, VPs and directors, consultant doctors, and the son who now runs the family business. Roughly 30 to 45. He decides alone and pays without a parent or a split. His name carries weight in rooms, in his company and in his network, so when he changes, people ask who did it. He lives in an Indian metro or abroad (UK, US, Canada, Australia, Singapore, Malaysia, the Gulf). He has let his body, his look and his edge slide while his career went up.
He wants to look and carry himself like the position he already holds: a frame that fills his clothes, a look that says he has it handled, and the head to match.
Why this ICP: he can pay a higher price; his testimonial sells the next ten (a VP's before and after is worth more than a student's); he refers inside a network of men like him; and he fits the brand Danny shows on camera.
What the calls show
| Trait | What the calls show |
|---|---|
| Age | Buyers 26 to 42; the core is 29 to 36. Late-twenties salaried men stall more |
| Money | Decides alone, pays by UPI or bank transfer, often wants a 2-part split. Several put it through the business (invoice to office, GST credit, accountant pays) |
| Work | Business owners (logistics, liquor manufacturing, marketing agency, family business, water tankers), doctors (vascular surgeon, ortho resident, BHMS), IT and engineering, merchant navy, touring musician |
| Schedule | Irregular: travel half the week, night shifts for years, 36 to 60 hour duties, peak seasons (Diwali, wedding season, sales quarter), conferences with drinking |
| History | Has trained before and lost it. Former athletes in several calls (hockey captain, footballer, basketball, college sport) |
| Body | Usually 85 to 120 kg, central fat, years-long plateau. Often has markers: triglycerides, fatty liver, prediabetic, low D and B12, GERD, thyroid |
| Tech | Wears an Oura or Whoop, has had bloods done, has had a PT or an online coach before |
| Life | Married or about to be; kids in several cases; two lost a father in the last year |
| How he found Danny | Instagram, mostly organic, followed for months to years; some Meta ads |
Who does not buy
Students and anyone whose parents decide, early-career salaried men earning about ₹50K to ₹60K a month, comparison shoppers anchoring on a PT's monthly fee, and complete beginners shopping for credentials. "Student" bought at 0%.
Buy-rate signals
On applications, consistency as the block buys at 8.2%, injury 8.0%, time or work 7.2%, confidence or style 2.9%. Visions that mention work, business or respect buy at 17% (directional). The 2.9% says style-first men do not buy a fitness offer. It does not say they will not buy a transformation; that is the test the relaunch runs.
Women
In. Two women took calls in September and October and one bought (a swimmer, 7 years in the gym, wants to be strong). Men lead the creative; women get their own segment, ads and style delivery. Danny styles men, so the women's style track needs a woman stylist or a partner before a woman is sold the full transformation.
Income filter
Ability to pay is inferred from the application answers and checked against closed-won data. Price goes up. Applicants below the bar go to the Starter Plan and ascend.
02 · The pains
Ranked, in his words.
1. He starts strong and falls off.
- "I take a year's membership, might be, I turn up for two months."
- "I go all in or nothing at all."
- "I start going to gym stay consistent for 3 to 4 weeks and then something happens and I stop."
2. His life is built against him.
- "when I travel, the main thing is that eating clean doesn't happen."
- "I'm selling alcohol. I cannot deny it."
- "I work US shift so my sleep is not consistent."
3. He has lost the man he was.
- "I was at my peak between 22 and 24."
- "friends of mine... are having six packs right now."
- "oh man, marriage has changed you"
- "we were out in the sea, but I could not pull myself onto the boat."
4. His head is foggy and his energy crashes.
- "energy crashes, essentially, which is what's keeping me down."
- "my mind, everything is completely stuck. A lot of fog."
5. He has the money and the will, not the direction.
- "I have the income and the time but no guidance."
- "too much information."
- Past coaches were "generic... something I could pull off a template online."
6. His health has started to show.
Triglycerides, fatty liver, prediabetic, low vitamin D, GERD.
- "I don't want it to go to that level that I won't be able to go back."
7. He looks worse than he is.
- "I am mentally as strong as them, but physically I'm weak."
- "I'm not happy the way I look, which makes me feel insecure."
- "my body doesn't fit" (on clothes)
Not a pain he names
"I need style help." Every man asked about clothes described a fit problem, not a taste problem. Sell fit, in both senses: "how you fit into your shirt... broad shoulders and a slim waist", and "your body changed, your clothes didn't". Never ask "do you have a bad sense of fashion?"
03 · The outcome
What he wants to become.
- "I want to be mentally strong, to be a good leader, to be a strong man."
- "I want to be an inspiration for myself and my kids."
- "I would walk in a room full of confidence like I own the room."
- "more respect for myself in my family's eyes."
- "A confident man who runs his business."
- "I don't need peak. I just need a good level of sustainability."
- "I want it to be part of my lifestyle and not be a burden on me."
- "you have to also look good, otherwise no one is going to say hi to you."
The after, by layer
| Layer | Before | After |
|---|---|---|
| Body | Soft middle, years-long plateau, weak despite effort | A frame that fills a shirt: shoulders up, waist down, strong again, markers back in range |
| Look | Clothes that hide him, beard covering the face, nothing fits right | Clothes made for his body, groomed, a look people remember. Dressed with intention |
| Presence | Avoids photos, shrinks in rooms, feels behind his peers | Walks in and is noticed. Respected at home, at work, by his kids |
| Head | Fog, crashes, overthinking, all-or-nothing | Clear, steady, consistent. "Clean body, clean outfit, clear mind." |
| Life | Health on the edge, routine at the mercy of travel | A routine that survives travel, seasons and drinks. Sustainable, not a 12-week sprint |
The visible timeline
| When | What he sees | What others see |
|---|---|---|
| Week 1 to 2 | Groomed, shirts pressed and fitting, the look reset done | "Something's different" |
| Day 30 | Waist down, de-bloated face, energy back, first numbers moving | He sees it |
| Day 60 | Frame changing, bridge pieces fitting, confidence visible | Friends and family see it |
| Day 90 | Shape set, markers improved, first tailored piece | Everyone sees it |
| Day 180 (6-month term) | Goal weight or close, the finished tailored wardrobe, the graduation shoot | He is the "after" photo |
04 · Statement moments
The date he is working towards.
Events in the calls were mostly soft and none was used to close. That is an untapped lever. The application now asks for the moment and its date.
Seen in the calls
Festive and wedding season (Diwali, Durga Puja, Onam, Garba), a friend's wedding, his own engagement next year, a pilgrimage and Ramadan, conferences, a peak sales quarter, a job move, a trip with friends, a visa or ship clock, a 30s birthday.
To test Hypothesis
His own wedding, a sibling's or best friend's wedding, a college reunion, a promotion or board pitch, dating again after a breakup, the first trip home in two years, a family function where he is judged.
Why now
A father's death, a layoff, marriage changing him, a mother who got fit, a scare on a boat, bloods coming back bad, a new fixed schedule.
Objections, by frequency
- Price against a local PT (₹5K to ₹17K a month)
- Spouse, parents or accountant must agree
- Cash flow: wants 2 or 3 parts
- Timing and travel: start after the festival, pause for trips
- "What's your approach?" and "Will I get attention?"
- Bloods and supplements not included
- Upfront trust: "I just don't want to get duped."
05 · Targeting matrix
Who we call out, by pain and by outcome.
Each row is one ad set and one hook family. The core targets only men who can pay and carry the brand. Every other segment is an experiment on a small test budget. The look is in every row: being well groomed and well dressed is part of both the pain and the outcome, so every hook family carries a style beat.
Core: the budget goes here
| # | Segment | Callout | His pain | His outcome | Statement moment | Evidence |
|---|---|---|---|---|---|---|
| C1 | The founder and business owner | Runs his own company, travels, seasonal crunches | Travel and client dinners wreck food, sleep and drink; looks tired in front of clients and staff | A routine that survives travel. Looks like he runs the room he walks into | Fundraise, a big client pitch, peak season | Seen |
| C2 | The CXO, VP and director | Senior leaders in corporates and startups | Back-to-back meetings, a body that does not match the title, on camera and on stage more than ever | Looks the part of the title: sharp on stage, on calls, in the boardroom | Promotion, keynote, board meeting, offsite | Hypothesis (no call yet) |
| C3 | The heir who runs it | Has taken over the family business | In his father's shadow; elders, staff and vendors still see the son | Carries himself like the man in charge | Taking over, leading the meeting his father used to | Seen (two family-business sons); the angle is a hypothesis |
| C4 | The consultant doctor | Surgeons, consultants, senior doctors | Long duties, conferences with drinking, preaches health and does not look it | Looks the authority patients and peers expect | New post, conference, his own practice | Seen (a vascular surgeon bought) |
| C5 | The senior professional abroad | South Asian leaders in the Gulf, UK, US, Canada, Australia, Singapore, Malaysia | Alone, eating out, long hours, no one watching | Goes home and the family sees a different man; leads his team abroad looking like it | Trip home, a wedding back home, festival season | Seen (Gulf, UK, Malaysia, US); hypothesis (Canada, Australia, Singapore) |
Experimental: small tests, judged on cash
| # | Segment | Callout | Note |
|---|---|---|---|
| X1 | The rishta season | Of marriageable age, proposals not landing, the biodata photo, meeting her family | Experimental. Ad policy caution below |
| X2 | The man with a date | Own wedding or engagement, a sibling's or best friend's | Strong deadline; often younger and lower income |
| X3 | The new husband and new dad | "Marriage has changed you" | Overlaps the core when he is senior |
| X4 | The wake-up call | Bad bloods, a parent's health scare or loss | Overlaps the core when he is senior |
| X5 | The disciplined professional woman | Women 30 to 45, senior professionals and doctors | Needs a woman stylist or partner first |
| X6 | The former athlete | "I was at my peak" | Lowest priority |
Ad policy (X1)
Meta restricts health and appearance ads that work by making people feel bad about their bodies, and ads that assert personal attributes. "Not getting matches because of how you look" will not run. The rishta angle is written as the outcome (the biodata photo he is proud of, the meeting with her family) and checked against Meta's policies before launch.
The heir (C3)
The heir is paid from family money that is his to spend. The application tells a student whose father pays apart from a son who signs for the business: it asks what he does and who he works with, not who pays.
Do not target
Students, anyone whose parents pay, competitive physique chasers.
06 · Abroad
The diaspora, tested side by side.
Going home is the stage.Weddings, festivals, the family seeing him after a year or two away
It exists
Buyers and calls from the UK, the UAE, Malaysia and a surgeon who booked from the US. About a quarter of July to October buyers had Gulf numbers.
Not cheap
The October rest-of-world ad set got 0 sales at 5x India's CPM, and US, UK, Malaysia and Canada leads produced no buyers from June to September, on India pricing and India copy.
What is different Hypothesis
Alone (no family kitchen, shift work, eats out, no one watching); a clock (visa years, a contract on a ship); going home is the stage; higher price tolerance in local currency, and cultural pride. To verify on the next 5 diaspora calls.
Markets, in order
Gulf (already proven), UK, Singapore, Malaysia, Canada, Australia, US. Priced in local currency. Tested side by side with the India relaunch, not after it.
07 · Entry product
The AI Starter Plan.
The Starter Plan is the entry product: one and done, a digital product delivered at checkout, no human work after payment. ₹499 to ₹2,999 in India; $25 to $50 abroad. The low-ticket sale pays for the ads, so every buyer arrives as a paid, pre-qualified lead, and the core, the Refinery and continuity are the profit.
| Piece | What it does | Note |
|---|---|---|
| Intake | 3 to 5 minutes: goal, body, schedule, travel, equipment, food preferences, injuries | Reuses the workout builder and archetype quiz on the new funnel |
| Paywall | Razorpay (India) and a card processor for $ abroad | The payment webhook also feeds Ultimate OS and a Meta CAPI Purchase event, so payments from this funnel reach the system |
| The plan | AI writes a personal 30-day training plan and diet chart in Danny's method and voice, from templates Coach Rayyan approves | The AI fills approved templates; it does not invent training or nutrition from scratch |
| Order bump (optional) | The Reset Guide, or an AI Look Audit from his photos (haircut and beard for his face, colours, fit notes) | Raises order value, the usual way a front end gets above 1x |
| Thank-you page | Book the strategy call, or apply for Made to Measure | The ascension step |
| Day 7 to 14 | A check-in message and call offer, timed to his first result | The ascension rule |
Boundaries
- No AI blood review. Reading a blood panel is medical interpretation. The AI may explain what a marker is in general terms; the detailed blood-work review stays a human step inside the core.
- Consent and data: photos and health answers need explicit consent and a privacy notice (India's DPDP Act), stored with the client record, never used to train anything.
- Coach Rayyan signs off the templates before launch, so the plan is Danny's method, not a generic AI plan.
- The community stays separate. A light starter group, never the same room as the members' circle.
Cautions
- The price decides who buys. A ₹499 product pulls the young audience Danny already has. Creative and targeting stay on the senior ICP, and the application stays the filter before any call.
- Front-end ROAS has to be net of gateway fees, refunds and any tax.
- It only works if the back end converts. Track entry buyers who book a call and who join the core within 30 days.
- Meta needs a Purchase signal. Optimise the entry campaign for purchases through CAPI, not for leads.
A live webinar on the same content runs alongside if Danny commits 2 to 3 hours a run: a decision for Danny.
08 · Funnels
Seven funnels, side by side.
The application is the switch that sends each person into the right one. Ads run to the direct application (F1) and to the Starter Plan (F2): they answer different men.
| # | Funnel | Path | Who it is for | Status |
|---|---|---|---|---|
| F1 | Direct application | Ad or post, VSL, application, call, core | The core ICP who is ready now | Exists. October Lane B: ₹6,102 per sale, cash ROAS 6.9x (fitness offer). Rebuilt on Made to Measure |
| F2 | Ascension | Ad, Starter Plan checkout, onboarding, check-in call at day 7 to 14, core | The man not ready for the full price, and below-bar applicants routed from F1 | New |
| F3 | Webinar or workshop | Ad, low-cost registration, live session, offer | Volume, if Danny gives the time | New, on Danny's yes |
| F4 | Instagram profile and keywords | Reel, comment keyword (BUILD, IRON), magnet or application | Organic and profile-visit traffic | Exists. Organic buys at 6.4% of applications against Meta's 2.6% |
| F5 | The Refinery | Post or ad, Refinery application, deposit, retreat, offer at the end | The senior man who wants the five days first | Exists for the first edition; rebuild |
| F6 | Reactivation | Past buyers and the 28 lapsed clients, contacted with continuity, the Refinery or a new term | Everyone who has bought before | Never run. Starts 26 November |
| F7 | Referral | Graduates introduce men like them, with a thank-you (a Refinery credit, a tailored piece) | The core ICP's network | New |
09 · CAC and LTV
Acquisition is not the weak side.
The weak side is what happens after the sale. Lifetime value is one programme, and part of that is never collected. The cheapest way to improve the ratio is to raise LTV and collect it, then tighten CAC.
Where we are today · fitness offer, October
| Number | Value |
|---|---|
| Cost per sale, Meta Lane B | ₹6,102 |
| Cash ROAS on Lane B | 6.9x |
| Median order (Jul to 7 Oct) | ₹57,500 |
| Buyers on instalments | 17 of 26 |
| Overdue instalments | ₹6.74L across 21 instalments |
| Renewal | 0% across 28 inactive clients (not re-measured since 1 Sep) |
| Median time to first call | 13.6 hours |
| Buyers with a booking | 12 of 22 |
Raise LTV, in order of leverage
- Collect what is sold. Phase unlocks tied to instalments, recurring payment mandates where the client agrees (UPI AutoPay, card on file), an incentive to pay in full, and a recovery sweep of the ₹6.74L overdue now.
- Continuity at day 45 to 60, opt-out recurring. Every member who stays one more month adds directly to LTV.
- Upsells at the moment of result: the Refinery, Danny direct, extra tailored pieces, the 6-month term for bigger gaps.
- A higher price for the core ICP. The senior man pays more and stays longer when he is around men like him.
- Delivery that keeps him: the activation, check-in and day-30 result targets. A client who is not activated in week one is the one who leaves.
- Reactivation (F6): past buyers cost nothing to acquire.
Lower CAC
- Speed to lead. 13.6 hours median to the first call against a 2-hour SLA. Embed the calendar in the application and call within the SLA.
- Fix qualification. 89% of applicants were labelled DQ, but DQ leads made 68% of cash: the label is wrong, not the leads. Tier A, B, C routing fixes it.
- Grow the organic side. Organic converts about 2.5 times Meta. Posts for the core ICP (work, meetings, presence, the founder's day), keyword reels, profile visits.
- Make the entry product pay for ads. Every rupee from F2 offsets the ads that bring buyers into F1.
- Retarget the warm audience: video viewers, profile engagers, webinar registrants.
- Proof by segment in ads and on calls.
- Referral (F7) has no ad cost at all.
- Optimise Meta for buyers once payments reach Ultimate OS through CAPI and cost per sale becomes readable.
What we measure from the relaunch
| Metric | Definition |
|---|---|
| CAC per buyer, by funnel | Ad spend divided by new buyers, F1 and F2 separately, on cash |
| Front-end cash per buyer | Cash collected in the first 30 days |
| LTV at 6 and 12 months | All cash per customer: core, continuity, Refinery, upsells |
| Payback | Days until a customer's cash covers his CAC |
| Collection rate | Cash collected over cash sold |
| Ascension rate | Entry buyers who join the core within 30 days |
| Continuity take rate | Graduates who continue |
A 3x LTV:CAC within 12 months is a general rule, not our target. Danny's own numbers replace it after the first full cohort.
10 · The application
Route, never block.
Three jobs: keep every lead (nobody lost mid-form), send each person to the right next step (call, setter first, or the Starter Plan), and give the closer what he needs before the call. It never rejects anyone.
What went wrong, and the fix
| Problem | Fix |
|---|---|
| False DQs. 18 of 23 buyers (78%) were labelled DQ on "Under ₹50,000"; DQ leads made 68% of cash since 8 Oct | Budget ladder removed. No price on the form. Q8 asks readiness to invest, without a number, and never disqualifies on its own |
| "Disqualified" leads saw the same video and calendar | Three tiers with three different next screens. A reason is stored with every tier |
| The real non-buyers ("can't afford, money, parents" on 18%, "student" on 5%) were never asked about | "What do you do?" (Q2) and "Who else is part of this decision?" (Q9) |
| Partial applicants were lost: contact details were the last step | Contact on the first screen |
| Age collected but never reached the CRM | Age sent in the CRM payload |
| Questions with no signal (training history; "what do you want to change", 62% "All of the above") | Both cut |
| A question that runs backwards: "Always consistent" bought at 1.9%, "Sometimes I struggle" at 6.9% | Cut as a question; the honest version lives in Q5 as a reason, never scored |
| Tagged Meta applicants with a vision under 60 characters: 144 applicants, 39 bookings, 0 buyers | Tier B: setter speaks first, calendar after the conversation |
| Only 12 of 22 buyers had a booking | Calendar embedded in the tier A result screen; booking written to the same lead |
| Median 13.6 hours to the first call against a 2-hour SLA | Tier SLAs and alerts |
| Price shock and price drift: the same programme quoted ₹45K to ₹85K | No price on the form; one fixed price, given on the call after the walkthrough |
| Spouse, parents or accountant stalled several calls | Q9 asks; partners are invited to the call |
| Fashion ticked by default ("I didn't know how to unselect it") | No add-on choices. Style is part of the method |
| Untagged Instagram traffic: 43 applications with no tag on 28 and 29 Oct | Source capture rules |
| Copy promised "1:1 mentorship" while delivery is a team | Page copy says Coach Rayyan, assigned by Danny |
| Tier C had nowhere to go | C goes to the Starter Plan checkout |
Principles
- Route, never block. No screen says "you don't qualify". A lead who cannot pay now gets the Starter Plan, never a rejection.
- One question per screen; multiple choice wherever possible, with options taken from what buyers said on calls.
- Never ask his budget and never show a price. Ask readiness to invest without a number. People do not state income honestly on a form, and stating the price is ruled out for this market.
- Infer ability to pay from behaviour: what he does, how he would pay, who decides.
- Short. Nine questions, most one tap. Every question earns its place in routing, segmenting or the closer's notes.
The questions, screen by screen
Screen 0
Who you are, first. First name, WhatsApp number with country code, email (all required); Instagram handle (optional); consent: "Danny's team can contact me on WhatsApp and phone about my application." Saved the moment he taps Next, as a partial lead in Ultimate OS.
Q1
What matters most to you in the next 90 days? Look sharp and own every room I walk into · Lose the fat and get my frame back · Get my energy, sleep and health markers back · Build a routine that survives my work and travel · Feel like myself again. Segment and the closer's opening. Not scored.
Q2
What do you do right now? I run my own business · I work in or run my family's business · Senior role (director, VP, CXO, partner) · Doctor, lawyer or another professional practice · Salaried professional · Student · Not working right now. Routing and segment (core C1 to C5).
Q3
Where do you live? Pre-filled from the phone code, editable: India (then city), UAE, Saudi Arabia, Qatar, Kuwait, Oman or Bahrain, UK, US, Canada, Australia, Singapore, Malaysia, somewhere else. Currency, call timezone, diaspora segment (C5).
Q4
Is there a moment coming up you want to be ready for? My wedding or engagement · A family or friend's wedding · A big work moment (a pitch, a promotion, a keynote, taking over) · A trip home · A reunion, a birthday or a family function · No date, I just want it done. Then month and year. A date within 6 months is flagged for the closer.
Q5
What has stopped it working before? I start strong, then fall off · Work, travel and dinners take over · I never had a plan I trusted · Injuries or health issues · I've never really started. The closer's diagnosis. Never scored.
Q6
90 days from now, what do you want people to say when they see you? Free text, at least 20 characters. The strongest free signal on the old form (60+ characters: 5.8% bought; under 60: 1.3%).
Q7
Your age (18 to 70). Sent to the CRM so age can finally be tested. No gender question: men and women see the same form and the same routing.
Q8
Readiness to invest, no price shown. "Made to Measure is a serious investment in yourself, and instalments are available. If it's the right fit, where are you?" I'm ready to invest if it's the right fit · I'd want a payment plan · I'd want to see the details on a call first · I'm not in a position to invest right now. 18 of 23 buyers picked "Under ₹50,000" on the old form and then paid ₹45K to ₹1.2L once the call had explained the value.
Q9
Who else is part of this decision? Just me · My partner or spouse · My parents · My business partner or accountant. "My parents" routes to C only together with Student or Not working in Q2, so the heir is never caught.
Routing: the first match wins
| Tier | Rule | Next screen | Why |
|---|---|---|---|
| C | Q2 is Student or Not working; or Q8 is "I'm not in a position to invest right now" | The Starter Plan page: "Start here: your 30-day plan, built for you." No rejection wording. Still a lead in the CRM | The real non-buyers become paying Starter Plan buyers instead of setter time |
| B | Q8 is "see the details on a call first"; or Q6 under 60 characters; or a tagged Meta lead with Q6 under 80 characters | "Coach Rayyan's team is calling you now to see if Made to Measure fits." The VSL plays below. The calendar opens after the setter's conversation | A setter conversation first protects closer time without rejecting anyone |
| A | Everyone else: works, runs a business or the family business, or a senior role; will pay in full or in instalments; a real answer in Q6 | The calendar, embedded, with the VSL above it: "Pick a time with the team." | Holds every recent buyer under its equivalent rule |
A setter can move any lead up or down after speaking to him, with a reason. Every lead stores its tier and the reason ("student", "can't invest", "thin vision", "talk it through"), so the team sees why, not just which tier.
The screens after
| Tier | Screen | Then |
|---|---|---|
| A | VSL plus the embedded calendar; after booking, a confirmation page with the pre-call video (the method against the rival methods), what to have ready, and "bring your partner if they're part of the decision" | Reminders at 24 hours, 2 hours and 15 minutes on WhatsApp |
| B | VSL, the call promise, the same pre-call video | Setter call; calendar link sent after the conversation |
| C | The Starter Plan page and checkout (Razorpay; card abroad) | The Starter Plan ascension path |
Speed to lead
| Tier | Target | Who |
|---|---|---|
| A, booked | Setter confirms on WhatsApp within 1 hour | Setter |
| A, not booked within 15 minutes | Setter call immediately (within 5 minutes) | Setter |
| B | Setter call immediately, within 5 minutes, 9 am to 9 pm IST; after hours, the first call of the morning | Setter |
| C | No call; the Starter Plan sequence runs | Automated |
| Partial (screen 0 only) | Setter call within 1 hour | Setter |
Alerts post to Discord per tier, as booking alerts do today; tier B alerts tag the setter on shift. Time to first call is reported weekly by tier. Diaspora leads are called inside 9 am to 9 pm of their own timezone where the roster allows.
Tracking
| Meta event | Fires when | Note |
|---|---|---|
| ContactCaptured (custom) | Screen 0 submitted | New. Not used for optimisation |
| Lead | The full application submitted | Same definition as today, so the current campaign optimisation does not change under it |
| ApplicationTierA / B / C (custom) | With the Lead | Recorded only, until the tiers have earned it |
| Purchase | Starter Plan paid (payment webhook to CAPI) | Optimisation event for the entry campaign |
Every answer, age, country, tier and reason, Q6 length, partial or complete, booking ID, UTMs, fbclid, referrer and landing page go to Ultimate OS on every lead. Danny's bio and story links carry their own UTM; a session with an fbclid and no UTM is stored as "Meta, untagged" rather than "direct", so organic and paid stop mixing.
The closer's card
What he wants most, what he does, where he lives; his moment and its date (flagged if within 6 months); what stopped it before; what he wants people to say, verbatim; his readiness to invest and who else decides; his tier, reason, source and age; two or three testimonials matched to his segment once they exist.
Measuring it
After about 30 buyers or 8 weeks of live traffic, whichever is first, count buy rate and cash by tier, by Q2, by Q8 and by source. Monthly false-DQ check: if B buys close to A, merge them; if C produces core buyers directly, the C rule is too tight. The 60 and 80 character thresholds are replaced by Q4 and Q8 as soon as those show signal. Completion rate by screen, so a question that loses people can be cut.