04 · Roadmap
The launch roadmap to 1 December.
Launch about two weeks out, once the ad scripts, the VSL and everything are in. The gate is assets, not the date: if the VSL, the ad scripts and Danny's recordings are not approved by 25 November, launch moves a week. Dates are targets.
00 · The date
Launch target.
Tue 1 Dec
Assets approved by 25 November, or the launch moves a week.
| Phase | Dates | What |
|---|---|---|
| 0. Strategy locked | Done, 5 Nov | ICP, method, ladder, delivery, entry product, application, sales SOP and deck |
| 1. Danny signs off | 6 to 11 Nov | Season 2 form, one price on calls, the gameplan presented |
| 2. Assets written | 9 to 18 Nov | VSL, ad scripts, page copy, recording list, templates, protocols |
| 3. Shoot and build | 16 to 25 Nov | Recording days, edits, application, Starter Plan app, CRM, CSM in place |
| 4. Test and train | 23 to 30 Nov | Sales training, end-to-end test, campaign build, reactivation |
| 5. Launch | 1 Dec | F1 and F2 live in India; diaspora tests live |
| 6. Run and measure | December on | First cohort, scorecards, the next Refinery |
01 · Phases
Phases, tasks, owners, dates.
0Done, 5 November
Strategy locked
ICP v3 (senior professionals core, experiments separate), Made to Measure (Measure, Reset, Build, Finish), the Refinery alongside, continuity (the circle), delivery playbook, entry product (AI Starter Plan), application spec, sales SOP and deck outline. Prices: 3 months ₹75,000, 6 months ₹1,20,000.
Still to agree: instalment structure, prices abroad, continuity prices, Refinery price and member rate, Starter Plan price inside ₹499 to ₹2,999.
16 to 11 November
Danny signs off
| # | Task | Owner | By |
|---|---|---|---|
| 1.1 | Season 2 form back from Danny | Danny, Aaron | 7 Nov |
| 1.2 | Sales team stops unverified claims and quotes one price (brief from Varun) | Varun, closers, setters | 7 Nov |
| 1.3 | Present the gameplan (this site) to Danny; agree the Decisions for Danny | Mohit, Danny | 10 Nov |
| 1.4 | Danny confirms his story lines, the real client count, the coach cap | Danny, Drith (count) | 11 Nov |
| 1.5 | Overdue instalment sweep starts (₹6.74L across 21 instalments) | Drith, CSM | 11 Nov |
29 to 18 November
Assets written
| # | Task | Owner | By |
|---|---|---|---|
| 2.1 | Voice pack v2 approved; VSL script (one belief line, the one-layer fix, Made to Measure) | DecentraLabs writes, Mohit approves | 14 Nov |
| 2.2 | Ad scripts: core segments C1 to C5, plus small tests for the experiments | DecentraLabs writes, Mohit approves | 16 Nov |
| 2.3 | Page copy: application, result screens, Starter Plan page, pre-call video script | DecentraLabs writes, Mohit approves | 16 Nov |
| 2.4 | Recording list for Danny: VSL, ads, the 22 library videos, the welcome | DecentraLabs, Aaron schedules | 14 Nov |
| 2.5 | Starter Plan templates (training and diet) approved by Coach Rayyan | Rayyan | 18 Nov |
| 2.6 | Build protocols (travel, dinners, festival, shifts, proportion, plateau) and the Look Report template drafted | DecentraLabs drafts, Rayyan and the style lead correct | 18 Nov |
| 2.7 | Sales deck built; sales SOP approved | DecentraLabs, Mohit | 13 Nov |
316 to 25 November
Shoot and build
| # | Task | Owner | By |
|---|---|---|---|
| 3.1 | Recording days: VSL, ad creatives, library | Danny, editor | 20 Nov |
| 3.2 | Edits delivered and approved | Editor, Mohit | 25 Nov |
| 3.3 | Application on the new spec, tier routing, embedded calendar, CRM fields | DecentraLabs, Tousif | 22 Nov |
| 3.4 | AI Starter Plan app, Razorpay paywall, webhook to Ultimate OS and Meta CAPI | DecentraLabs, Tousif | 24 Nov |
| 3.5 | EverFit and Ultimate OS set up for the playbook fields (phase, term, check-ins, proof, consent, instalments) | Tousif, Rayyan | 24 Nov |
| 3.6 | Intake: health-data and photo consent added | DecentraLabs | 22 Nov |
| 3.7 | Tailor partner and blood-review arrangement agreed in writing | Danny, Aaron | 20 Nov |
| 3.8 | CSM in place (hired or assigned) | Danny, Aaron | 20 Nov |
423 to 30 November
Test and train
| # | Task | Owner | By |
|---|---|---|---|
| 4.1 | Sales training on the SOP; three mock calls per closer; setter 5-minute drill | Varun | 27 Nov |
| 4.2 | End-to-end test: application each tier, booking, Starter Plan purchase, CRM, Meta events | DecentraLabs | 27 Nov |
| 4.3 | Campaign build: F1 direct application (India), F2 Starter Plan (India), diaspora test ad sets; multi-advertiser opt-out on every creative | DecentraLabs | 28 Nov |
| 4.4 | Reactivation (F6): past buyers and the 28 lapsed clients get continuity, the Refinery or a new term | CSM, setters | Starts 26 Nov |
| 4.5 | Danny posts for the core ICP (work, meetings, presence, a founder's day) from the content brief | Danny | From 23 Nov |
51 December
Launch
- F1 direct application and F2 Starter Plan live in India.
- Diaspora test ad sets live side by side (Gulf, UK, Singapore, Malaysia, Canada, Australia, US).
- Daily ads report and booking alerts on Discord as today; weekly report on Sundays.
6December on
Run and measure
| When | What | Owner |
|---|---|---|
| Week of 7 Dec | First cohort onboarded on the playbook; Reset under way | Rayyan, CSM, style lead |
| Mid December | Webinar, if Danny commits the 2 to 3 hours | Danny |
| Weekly | Sales scorecard, delivery scorecard, ad report | Varun, CSM, DecentraLabs |
| End of December | Next Refinery date and price announced to the first cohort and alumni | Danny, Mohit |
| Early January | Week-4 review of every playbook starting number | Mohit, Rayyan |
| Late January | Tier re-measure (30 buyers or 8 weeks) | DecentraLabs |
02 · Risk
What moves the launch.
The assets are late.
The VSL, the ad scripts and the recordings are not approved by 25 November.
No CSM by 20 November.
Nothing in the playbook is enforced without one.
The test fails.
The application or the Starter Plan checkout fails the end-to-end test.