Strategy & Offer

What we're building and how we sell it — all finalized from the founders' own words.

The transformation we sell

Every page hangs off one promise — and it's theirs, not ours.

The headline spine (use on every asset)

Something in you is ready to become real. In 13 weeks, you create it — and expand your capacity to create what comes next.
Tangible promise: Create the thing. Transformational promise: Become the conscious creator.

The three phases (public framing)

Hear It — choose the one creation that's genuinely yours and ready now.
Bring It to Life — move it into the real world; be seen, refine, launch.
Become the Creator — the creation becomes proof you can do it again.

“Hear what's asking to be created. Bring it into reality. Become the person who knows how to create again.”

The named assets we own

Ownable concepts that recur across the funnel, so CREATE reads as one body of work.

The Creation GapCREATE Cycle · Remember→Regulate→Reveal→Create→Celebrate13 ThresholdsFrequency + Form + FieldThe Sovereign ShiftThe Embodied CreatorThe two creations“mechanics beneath the magic”

Who it's for — and who it isn't

Screening hard is the highest-leverage lever in the model — close rate beats raw traffic — so the copy says the fit lines plainly. CREATE is for conscious co-creators: next-level, not beginners.

For

Already did inner work; arrives with an idea (or a shortlist to hone).
Lizzie's “Maya” (mid-late 30s): bought the domain — “gets shit done; she just keeps not doing this.”
Tim's “Alex” (42): a life that “hasn't caught up with his consciousness.”

Not for

Still asking “who am I / what's my purpose.”
Primary need is healing, or another program to consume.
Pure optimization / scaling mode (“$500K → $2M”).
“A hundred saved posts about visibility but hasn't published the thing.”

The qualifier, in Tim's words

“You don't have to know. You just have to be willing to find out. That, to me, is the real qualifier.”

The offer — finalized terms

Updated from the questionnaire (Q4.3): the in-house 4×$1,500 plan is gone. It's now pay-in-full, or third-party financing — and non-refundable.

Investment

$5,555 pay-in-full, or $6,111 via approved financing (Klarna/Affirm).
Heart's Home does not carry a payment plan or default risk — the third party does.
Pay-in-full bonus: two private sessions (~$1,000 value), and $556 less than financing.

⚑ Decision needed

Pay-in-full sessions — Lizzie's answer says with Lizzie; Tim's says with him. Confirm before checkout ships.

Refund & the CREATE Promise

“All CREATE enrollments are final and non-refundable. There is no buyer's-remorse window.”

No guaranteed financial outcome; honest that it's the first cohort. What's promised:

You will not leave CREATE the same creator who entered it. You leave with two creations: the thing, and the creator you became by making it.

Inclusions & bonuses

Core (13 weeks live)

Weekly teachings · sprints + co-working
Weekly embodiment (yoga/somatic + breathwork)
Weekly transmission + hot seats · monthly treat
6 private sessions (monthly with each founder)

Bonuses

Lizzie's AI Self-Coach
Build Your Own AI Co-Creator workshop
Built in: the “I'm Stuck” Creation Flowchart

Philosophy

No “$10,000 of bonuses.” Every element has a job: less consumption, more creation. Inaugural gifts may emerge — never manufactured in advance.

The webinar

The launch engine — worth attending even if nobody buys, leading naturally into CREATE. Everyone brings one creation, moves through one CREATE Cycle, leaves with a Sovereign Shift + one real action.

Title — options to choose from

Pick live while presenting. The webinar title is the recognition hook that sells the click; “The Creation Gap” is taught as the concept inside either way. Not in the Jul 28 transcript, so this is an open choice.

Recognition hooks (name the pain): “The End of Endless Preparation” · “Stop Preparing. Start Creating.” · “Done Preparing” · “You Already Know. Now Create It.”
Concept-forward (name the mechanism): “The Creation Gap” · “Crossing the Creation Gap” · “The Space Between Knowing and Creating” · “From Knowing to Creating” (Tim's)
Voice-forward (short + punchy): “Make the Thing”

ClockworkE recommendation

Lead with “The End of Endless Preparation” (strongest recognition hook), teach “The Creation Gap” as the concept inside. Draft copy currently uses this title; swap globally once you lock. Locks Sep 13.

The three registration bullets 📎 webinar copy ↗

SEE what's really between your creation and reality — your Creation Gap.
EXPERIENCE a Sovereign Shift — breath, embodiment, inner work.
BRING something further into physical form — one concrete action.

Pitch transition: no energy switch. Celebration → Possibility → Invitation → Discernment → Choice.

Two rooms, one offer

Two founders, two audiences — but both are emphatic: split by developmental edge, not gender. Gender is a creative-testing variable; the real segmentation is a person's habitual way of staying stuck.

Permission · remembering · receiving

“You already know. Now what are you going to do about it?”

Enters through: remembering · re-sourcing · wholeness · self-trust · receiving · sovereignty. Audience: ~70–75% women.

Agency · choice · building

“You don't need the entire path. You need the next real move.”

Enters through: agency · choice · commitment · capacity · building · direction. Audience: ~75–80% women.

Ad strategy: test different entry language, not different promises. “Same destination. Different door. Different developmental edge.”

Forecast & Benchmarks

The whole model reverse-engineers from 25 filled seats. Move the levers to feel how the funnel responds — the committed scenarios are the presets.

Webinar registrants 1,500

Show-up rate 33%

Attendee → booked call 10%

Call close rate 50%

25enrollments

$138,875revenue @ $5,555

The highest-leverage lever

Each seat is worth $5,555, so call close rate is the biggest lever — 40% → 50% is ~+13 seats (~$72K) with zero extra ad spend. Application quality and sales-call prep beat raw traffic.

Committed scenarios

Stage	Cons.	Expected	Stretch
Registrants	1,500	1,500	2,000
Show-up	25%	33%	35%
Attendees	375	500	700
Close rate	40%	50%	55%
Enrollments	12	25	30
Revenue	$66,660	$138,875	$166,650

Blended AOV (~65% PIF / ~35% financed at $6,111) runs slightly above base; up-front stays the more attractive option. Stretch overflow rolls to a Cohort-2 waitlist rather than inflating revenue.

Seat sensitivity

Seats filled 25

$138,875revenue

Ad spend & return

Ad budget

$3–5K

~1,000 paid regs @ $3–5

ROAS (expected)

~28–46×

$138,875 ÷ spend

Industry benchmark validation

Our assumptions sit at or below published norms — deliberately conservative and defensible. Expand for the full comparison.

Benchmarks Our assumptions vs. published industry data ▸

Metric	Industry benchmark	Our assumption	Read
Webinar show-up	35–45% avg; marketing ~44%	30–33%	Conservative — cold paid + consumer runs below B2B
Attendee → booked call	~33% live avg; 500–599 attendees ≈ 10%	10%	On benchmark — and ours is only a booked call, not a sale
High-ticket close	~20–50% for screened calls	50%	Ambitious — top of range; 40% modeled in Conservative
Meta CPL	~$2–8 typical	$3–5	Mid-band; refresh creative if >$6
Registration timing	59% register in the final week	Plan for a late surge	Keep ads + reminders heavy through the final 7 days
Best days / length	Wed & Thu highest; 30–45 min + Q&A	Wed/Thu, ~60 min	Schedule 2–3 mid-week sessions to lift show-up

Sources: Livestorm 2026 Webinar Benchmark Report; ON24 / Influno; GoTo & DemandSage 2026. Because Lizzie & Tim aren't yet tracking their own data, treat Expected as a hypothesis to validate live via the dashboard, not a promise.

The Launch Plan

You are here · Phase 1 → 2 (Sep 2)

Four phases anchored to an Oct 12 cohort start. Hard deadlines in red. Timeline adjusted after delays: the webinar runway is now Sep 14–27 (registration + ads live Sep 22).

Phase 1 · now

Foundation & Waitlist

Aug 10 – Sep 13. Tech, waitlist, warm the list, content engine on.

Phase 2

Webinar Runway

Sep 14 – Sep 27. Build funnel + copy, record ads, open registration.

Phase 3

Launch / Open Cart

Sep 28 – Oct 10. Webinar, applications, sales calls, cart close.

Phase 4

Onboard & Debrief

Oct 12 →. Onboard, actuals vs forecast, Cohort-2 waitlist.

Week-by-week timeline

Phase 1 Foundation & Waitlist Aug 10 – Sep 13▸

W1 (Aug 10–16): Connect GHL, domains, sending domain, Meta BM + pixel/CAPI, calendars. Waitlist live Fri Aug 14. Questionnaire §1/2/3/6 due Aug 11. ✓ done
W2 (Aug 17–23): ManyChat live on both IG. Content engine (3–5 reels/wk each). ManyChat + first nurture out Fri Aug 21. §4–5 due Aug 21.
W3 (Aug 24–30): Waitlist growth push; nurture cadence; affiliate decision (optional); draft webinar topics.
Aug 31–Sep 13: finish waitlist growth; lock the webinar topic, title, and 2–3 mid-week session times. Topic + dates locked by Sep 13.

Phase 2 Webinar Runway Sep 14 – Sep 27▸

Sep 14–20: Build the funnel + all pages; finish + approve copy; record VSL + ad creatives; QA the full funnel end-to-end. Gate 2 (copy approved + QA green) by Sep 20.
Sep 21–27: Registration opens + ads live Mon Sep 22. Convert waitlist → registrants; registration push; ad optimization; reminders; webinar dry-run. Track pace vs 1,500; scale spend if behind.

W8–W9 · Phase 3 Launch / Open Cart Sep 28 – Oct 10▸

W8 (Sep 28–Oct 4): Webinar sessions Sep 30 – Oct 2 (Wed/Thu). Applications open; qualified → sales calls; cart-open sequence begins.
W9 (Oct 5–11): Sales calls daily (~50); cart-close urgency (T-72h/24h/last-call). Enrollment closes Fri Oct 9, 11:59pm ET. Buyer onboarding sent.

W10 · Phase 4 Onboarding & Debrief Oct 12 →▸

Cohort begins Mon Oct 12. Onboard into GHL, first live call, resources loaded. Debrief actuals vs forecast; open Cohort-2 waitlist + confirm ascension roadmap.

Critical path — each gate blocks the next

Questionnaire ✓ → Waitlist live ✓ → Topic/title locked (Sep 13) → Copy approved & funnel QA / Gate 2 (Sep 20) → Registration + ads live (Sep 22) → Webinar (Sep 30–Oct 2) → Cart close (Oct 9) → Cohort start (Oct 12).

Task checklist by phase — with DRI

Ann · strategy & copyLara · PMDev · funnel/techTeam · ads/videoLizzieTim

Task	DRI
Confirm strategy, dates & scope; set up ClickUp + WhatsApp	Lara
Provision GHL sub-account, domains, sending domain (SPF/DKIM/DMARC), calendars	Dev
Create FB Business Manager, ad account, verify domain, install pixel + CAPI (both IG)	Dev
Send copy questionnaire + Drive folder request ✓	Ann
Answer questionnaire; upload brand guide, photos, curriculum outline to Drive	LizzieTim
Write waitlist page copy ✓; design + build page	AnnDev
Set up ManyChat keyword automation (both IG)	Team
Provide reel scripts + creative briefs ✓	Ann
Record & post waitlist reels (3–5/wk each); repurpose podcast → YouTube	LizzieTim
Write + schedule list re-warming emails ✓; begin domain warm-up	AnnDev
Decide affiliate offer; configure GHL affiliate portal (optional)	LizzieDev

Task	DRI
Choose webinar topic, title & 2–3 mid-week session times	LizzieTimAnn
Write registration page + confirmation/reminder copy ✓	Ann
Write sales page + VSL script + cart sequence ✓	Ann
Build registration, sales, thank-you/booking pages in GHL	Dev
Build application/booking form with fit-scoring; connect to calendar	Dev
Configure payments: $5,555 PIF + financing (Klarna/Affirm) $6,111	Dev
Build all automation workflows (see Build)	Dev
Record VSL + ad creatives (natural, strong 10-sec hook)	LizzieTim
Edit ad + VSL videos (keep editing simple)	Team
Build webinar slide deck; run dry-run	LizzieTimAnn
QA full funnel end-to-end + pixel/CAPI + UTMs	LaraDev
Launch Meta campaigns; set up tracking dashboard	TeamDev
Approve all copy, pages & creative	LizzieTim

Task	DRI
Run daily registration + reminder sequence; monitor pace vs 1,500	TeamLara
Scale/optimize ad spend + creatives based on CPL	Team
Deliver live webinar sessions (2–3 runs)	LizzieTim
Open applications; screen + route qualified applicants to calls	Lara
Run 1:1 sales calls (target ~50)	LizzieTim
Fire cart-open → close sequence (T-72h / 24h / last-call) ✓ drafted	AnnDev
Process enrollments; send buyer welcome + onboarding ✓ drafted	Dev
Track daily KPIs in launch dashboard	Lara

Task	DRI
Load cohort resources into GHL membership (skeleton, PDFs, meditations)	Dev
Onboard members; deliver first live cohort call	LizzieTim
Reconcile actuals vs forecast; write launch debrief	AnnLara
Open Cohort-2 waitlist from overflow applicants	Dev
Confirm ascension roadmap: monthly membership + expansion cohort	AnnLizzie

Client engagement stays light: answer questions, approve, record creatives, deliver the webinar, take the calls. The agency runs everything else end-to-end.

RACI & acceptance criteria

RACI Every deliverable — owner, sign-off & Definition of Done ▸

Deliverable	R	A	C	I	Definition of Done
Waitlist page	Dev	Lara	Ann	Client	SSL subdomain; form tags + fires confirmation; mobile-responsive; UTMs capture source; test submission verified.
Email deliverability	Dev	Lara	—	Ann	SPF/DKIM/DMARC pass on mail-tester (≥9/10); one-click unsubscribe; warm-up started; inbox placement checked.
Meta pixel + CAPI	Dev	Lara	Team	Client	Domain verified; Lead / CompleteRegistration / Schedule / Purchase fire in Test Events; AEM priority set.
Copy (all assets)	Ann	Ann	Client	Team	On-brand vs voice guardrails; client-approved in writing; no placeholders; CTAs + links correct.
Registration funnel	Dev	Lara	Ann	Client	Reg → confirmation → reminders on schedule; calendar add works; pixel fires; QA passed.
Application + booking	Dev	Lara	Ann/Client	Team	Fit-scoring routes qualified → calendar, unqualified → nurture; reminders + reschedule work; timezone correct.
Sales page + VSL + checkout	Dev	Lara	Ann	Client	PIF and third-party financing (Klarna/Affirm) both process in test mode; receipt + onboarding fire; mobile-responsive; VSL plays.
Ad campaigns	Team	Lara	Ann	Client	Approved & live; conversions tracked; UTMs correct; daily CPL into dashboard.
Webinar delivery	Lizzie/Tim	Lizzie	Ann	Team	Deck final; dry-run done; room + reminders tested; clear bridge to the offer + apply CTA.
Membership / cohort portal	Dev	Lara	Lizzie	Client	Purchase auto-grants access; resources loaded; welcome + access delivered; login tested.
Launch dashboard	Lara	Lara	Team	Client	All KPIs populate daily with actual-vs-forecast; owner reviews each morning during Phases 2–3.

Two gate reviews (PM signs off)

Gate 1 — Foundation (end W1): tech, tracking & waitlist verified. Gate 2 — Launch readiness (Sep 20): full QA passed, copy approved, payments tested. No ad spend until Gate 2 passes.

Risk register

Risk Likelihood, impact & mitigation ▸

Risk	L	I	Mitigation
Cold list can't hit 1,500 regs	High	High	Waitlist from day 1; re-warm + domain warm-up; ads ($3–5K) + ManyChat + podcast/YT; diversify.
Low show-up (<25%)	Med	Med	2–3 mid-week sessions; full reminder + SMS; replay for no-shows; keep reg→webinar gap short.
CPL too high (>$6)	Med	Med	Multiple hooks A/B; strong 10-sec visual hook; retargeting; shift budget to winners.
Deliverability on new domain	Med	High	Dedicated subdomain; SPF/DKIM/DMARC; gradual warm-up; suppress non-engagers; one-click unsubscribe.
Under-filled cohort (<20)	Med	High	Extend cart 48h; emphasize financing; add call slots; personal DM outreach to warm applicants.
50% close not achieved	Med	Med	Hard pre-qualification; call script + objection guide; both founders take calls; Conservative models 40%.
Founder bandwidth for ~50 calls	Med	Med	Split calls; block calendars now; tighten filter to raise call quality over quantity.
Financing declines / defaults	Low	Med	Third-party financing (Klarna/Affirm) carries default risk — no in-house plan. Abandoned-checkout recovery nudges the financing option.
Timeline slip	Med	High	Hard gates (Sep 13, Sep 20); PM tracks critical path; buffer compressed after the delay — protect the Sep 22 ads-live date.

Build & Operations

Step-by-step so the developer can build without further clarification. Owner: Dev, signed off by Lara. Bias toward keeping everything inside GoHighLevel.

Recommended tech / platform stack

Function	Recommended	Rationale
Funnels & pages	GoHighLevel	Waitlist, registration, sales, booking, thank-you in one builder, native to payment + CRM.
Email & CRM	GoHighLevel	Nurture, reminders, cart sequences, tagging live with the contact record. Warm the domain now.
Membership / course	GHL Memberships	Keeps the skeleton product, PDFs, meditations in-platform — avoids Kajabi/Skool.
Booking / calendar	GHL Calendars	Application → calendar → sales call, tied to CRM + reminder workflows.
Payments	Stripe (via GHL) + Klarna/Affirm	PIF through Stripe; financing (Klarna/Affirm) at $6,111 offloads default risk while the client gets funds up front. No in-house installment plan.
Webinar hosting	Zoom Webinar (or WebinarJam)	Reliable live delivery; registration + reminders stay in GHL. Zoom just hosts the room.
Paid ads	Meta Ads (FB/IG)	Where the audience lives; video-first; $3–5 CPL. Needs Business Manager + pixel/CAPI.
Social automation	ManyChat	Keyword-comment automation turns every reel into a waitlist/registration driver.
Organic / search	YouTube + Podcast	Repurpose the podcast to YouTube; every episode CTAs to the waitlist.
Tracking	GHL + UTMs + Meta pixel/CAPI	UTM every source; pixel/CAPI attribution; one KPI view.
Project mgmt	ClickUp + WhatsApp	ClickUp for tasks/DRIs (client sees assigned items); WhatsApp day-to-day.
Affiliates (optional)	GHL Affiliate Manager	Native — tracked links + payouts, no new tool.

Technical build spec — developer runbook

A Domains, DNS & email authentication ▸

Create the GHL sub-account; add funnel domain(s), point DNS (A / CNAME). Enforce SSL on every page.
Set up a dedicated sending subdomain (e.g. send.lizziesiegel.com) so campaigns don't risk the root domain's reputation.
Publish auth records: SPF (GHL/LC-Email/Mailgun), DKIM, DMARC — start p=none, tighten to quarantine after clean reports.
Meet Google/Yahoo bulk-sender rules: SPF+DKIM+DMARC aligned, one-click List-Unsubscribe, spam complaints <0.3%.
Warm the domain: low daily volume to engaged contacts first; suppress the cold portion of the <1,000 list until re-engaged; seed/inbox test before the first big send.

B Meta Business Manager, pixel & CAPI ▸

Create Business Manager + ad account; add both IG/FB pages; grant agency access via Business roles (not personal logins).
Verify the domain in Business Settings (DNS TXT) so events are attributable.
Install the pixel on all funnel pages + connect the Conversions API (CAPI) — GHL native or server-side — for iOS/ad-blocker resilience; deduplicate with event_id.
Configure Aggregated Event Measurement: 8 priority events with Lead/CompleteRegistration top, then Schedule and Purchase.

C Funnel & page build (GoHighLevel) ▸

Waitlist funnel: page → opt-in → tag create-waitlist → confirmation page + email. Wire ManyChat keyword to the same form. 📎 copy ↗
Registration funnel: reg page → form → tag create-webinar-reg → thank-you w/ "add to calendar" + Zoom link → reminder workflow. 📎 copy ↗
Application/booking: fit-filter form (stage, has-an-idea, readiness, budget). Score; qualified → calendar booking; not-yet → "next cohort" nurture. Booking creates a CRM appointment + reminders. 📎 copy ↗
Sales page + checkout: long-form + VSL embed; two order paths — PIF $5,555, and financing (Klarna/Affirm) $6,111 — each its own product/price object; success → onboarding + membership grant. 📎 copy ↗
Membership: build the CREATE product (skeleton, no heavy drip); Purchase auto-grants access; upload PDFs + meditations as produced. 📎 copy ↗

D Payments ▸

Stripe connected in GHL; live + test keys. Product: CREATE-PIF ($5,555 one-time).
Financing via Klarna/Affirm at $6,111 — the third party carries the installment plan and default risk. No in-house CREATE-PLAN.
Refund/terms wording is now locked from questionnaire Q4.3: all enrollments final and non-refundable; no buyer's-remorse window. Reflect exactly on the checkout.
🔒 Never handle client card/bank credentials directly — the client connects Stripe/Klarna themselves; Dev configures products and flows only.

Tracking & analytics spec

UTM taxonomy (every link)

utm_source ig_lizzie · ig_tim · meta_ads · email · podcast · youtube · affiliate · manychat
utm_medium organic_social · paid_social · email · referral · dm
utm_campaign create_waitlist → create_webinar_oct26
utm_content creative/variant ID (reel_hook_a, ad_v3, email_cartclose_24h)

Conversion event map

Step	Meta	CRM tag
Waitlist opt-in	Lead	`create-waitlist`
Registration	CompleteReg.	`create-webinar-reg`
Attended	WebinarAttended	`create-attended`
Application	Application	`create-applied`
Call booked	Schedule	`create-call-booked`
Enrolled	Purchase (value)	`create-enrolled`

Pass purchase value so Meta optimizes to revenue. Reconcile against GHL/Stripe weekly.

Automation / workflow spec (GHL)

9 workflows Triggered by tag or form; each tested in QA ▸

Workflow	Trigger → actions
1 · Waitlist nurture	Tag `create-waitlist` → confirmation → indoctrination (5 emails, story + tease) → hand off to registration.
2 · List re-warming	Existing list → re-engagement → 3 nurture emails to the webinar → suppress non-openers from big sends.
3 · Registration + reminders	Tag `create-webinar-reg` → confirmation w/ calendar + Zoom → reminders 1wk / 1day / 1hr / "live" → optional SMS.
4 · No-show / replay	Did-not-attend → replay email (48h) + "book a call"; attended → straight to application.
5 · Application handling	Form submit → score → qualified: notify sales + booking link; not-yet: "next cohort" nurture.
6 · Booking + call reminders	Appointment booked → confirmation → reminders (24h, 1h) → reschedule / no-show recovery.
7 · Cart open → close	Post-webinar → cart-open → value/proof → objection emails → urgency T-72h/24h/final → post-close "missed it" → waitlist.
8 · Purchase / onboarding	Purchase → receipt → membership grant → welcome + onboarding sequence (financing reminders handled by the provider).
9 · Abandoned checkout	Started checkout, no purchase → 1h + 24h recovery emails with a financing reminder.

QA / UAT checklist & go-live gate

Run before Gate 2 (Sep 20). Every item must pass — no ad spend until this is green. Tick as verified (saved in your browser).

Forms & workflows
Each form submit applies the correct tag and fires its workflow
Every automation email sends, renders on mobile, links + unsubscribe work
Reminder timings correct in the attendee's timezone; application scoring routes correctly; calendar booking + reschedule work
Payments
Test-mode purchase for PIF and third-party financing (Klarna/Affirm) each succeed
Receipt, membership access grant + onboarding fire on purchase; refund/terms wording matches Q4.3 (non-refundable)
Tracking
Pixel + CAPI events fire in Test Events; Purchase passes value + currency, deduplicated; UTMs captured for every source
Pages & email health
All pages SSL, mobile-responsive, fast; VSL + Zoom links play; replay page + access gating work
SPF/DKIM/DMARC pass (mail-tester ≥9/10); spelling/brand/CTA review; no placeholder copy or dummy links

Go-Live Gate (Definition of Done for launch)

All QA items pass · copy client-approved in writing · deliverability verified · payments tested · pixel/CAPI confirmed · dashboard live · webinar dry-run complete. PM (Lara) signs off → ads go live.

Dashboard & Marketing Map

Track daily during Phases 2–3. Each metric shows actual vs. forecast, so we course-correct with time to spare.

KPI	Target (expected)	Trigger to act
Waitlist sign-ups	500+ before reg opens	<300 by Sep 8 → add ads
Webinar registrants	1,500	Behind pace → scale spend
Cost per registrant	$3–5	>$6 → refresh creative
Source split	~500 organic / 1,000 paid	Organic flat → double ads
Show-up rate	30–33%	<25% → more reminders / times
Live attendees	500	—
Applications	60–80	Low → check webinar CTA
Calls booked	50	<35 → adjust filter
Call show rate	80%+	Low → add reminders
Close rate	50%	<40% → script / objection review
Enrollments	25	Track daily vs cap
PIF vs financed mix	~65 / 35	Cash-flow planning
Revenue vs forecast	$138,875	The headline number
ROAS	28–46×	<10× → reassess spend

Layout: one row per day (Phases 2–3), a column per KPI with a paired "vs. target" cell, conditionally colored. GHL dashboard for live pipeline + a Google Sheet for the daily snapshot.

Integrated marketing map

How the four channels hand off across the timeline. Every organic touch feeds the waitlist; the waitlist feeds registration; the webinar feeds applications; email carries urgency through the cart.

Channel	Phase 1 · Waitlist	Phase 2 · Runway	Phase 3 · Open Cart	Phase 4 · Onboard
📣 Social	3–5 reels/wk each + podcast→YT. CTA → waitlist via ManyChat.	Content pivots to CTA → registration. BTS + topic teasers.	Webinar hype, testimonials, "doors closing." CTA → register / apply.	Cohort wins & proof → fuels Cohort 2 + membership.
📧 Email	Re-warm cold list; weekly nurture. Waitlist confirm + indoctrination.	Waitlist → registration invites. Confirm + reminder sequence.	Replay + cart open→close (T-72h/24h/last-call) → applications.	Buyer onboarding; non-buyer down-sell to waitlist / membership.
🌐 Funnels	Waitlist / seed page — the single destination for all organic.	Registration + confirmation + application/booking built & QA'd.	Sales page + VSL + checkout ($5,555 / financing $6,111) live.	Membership / cohort portal populated.
💰 Paid (Meta)	BM + pixel/CAPI set up. (Optional early waitlist ads.)	Ads live Sep 22 → registration. ~1,000 regs @ $3–5.	Scale winners; retarget registrants/attendees → apply. Replay retargeting.	Pause / retarget non-buyers → Cohort-2 waitlist.

The flywheel

Reel (ManyChat keyword) → Waitlist → Nurture email → Registration → Reminders → Live webinar → Application → Sales call → Enroll → Onboarding. Paid pours into the same registration step; email carries urgency; social supplies proof at every stage.

Voice & Copy

The questionnaire is complete — this is what it gave us. Every asset writes and reviews against these guardrails.

The feeling every asset is aiming for

“Holy shit. That's me. I've felt this. I think I'm ready.” — if a reader doesn't recognize themselves, the copy missed.

The shared voice — five words, held as tensions

Warm · not coddlingIntelligent · not academicSoulful · not ungroundedPlayful · not frivolousGrounded · not flattened

Their two voices — keep them distinct

Soulful. Provocative. Intimate. Playful. Expansive — grounded underneath. “My voice can fly. It just has to land.”

Signature phrases: Grand Rising · It's you, baby · Wholeness is the starting point, creation is the invitation · Believe in order to see · Mechanics beneath the magic · Where my spiritual weirdos at? · You are the permission slip · the math isn't mathing.

Wordplay — keep it: BE-longing · Come-Unity · YOUnique · REAL-EYES · Re-Member · ACTually · WELLth.

Mystical. Expansive. Revelatory. Human. Activating — grounded sovereignty underneath. Calmer, question-driven; turns tired lines into questions and leaves space.

Signature move: the mystical-to-practical pivot — “Okay, cool. Now what's the plan?” And: “Maybe. What if? I wonder…”

Words: keep, handle with care, retire

Keep

manifest
abundance (name the specific one)
journey
queen / king (“Yasss Queen”)

Handle with care

unlock (grounded only)
high-vibe (never as hierarchy)
scale (literal business only)
empower / heal (never a prerequisite to live)

Retire

hustle / grind as aspiration
“you're broken / behind / not enough”
spiritual hierarchy
sovereignty weaponized to sell
fake scarcity, countdown theatrics

The ethical spine

Anti-manipulation, pro-sovereignty — we tell people not to join if it's a genuine no. AND conscious selling still requires selling: full offer, price included, no apologizing. Honest about first-cohort evidence.

Sequence the spirituality

Cold traffic: human first (“the offer is still in a Google Doc”), then layer the depth. Warm: go all in. Never lead cold with 5D / starseeds / Divine Source Codes. “Ground the woo — make it legible.”

Copy production status

With the questionnaire complete, every asset has its input — and the full suite is now drafted. Every link below opens the latest copy (voice-checked, cleaned), so the team always works from the current version.

Priority	Assets	Status
P1	Waitlist page · ManyChat flow · confirmation · nurture (5) · re-warming (3) · reels (6)	Doc 1 · open ↗
P2	Registration + reminders · webinar script · application · sales page · VSL · Meta ads	Doc 2 · open ↗
P3	Cart sequence (10) · sales-call framework + objection guide · onboarding	Doc 3 · open ↗

📎 The copy — open the full docs

Doc 1 · Waitlist & Demand-Capture · Doc 2 · Webinar, Sales Page & Ads · Doc 3 · Cart, Sales Call & Onboarding

Proof: Tim's 18 testimonials cleared (first names only, no photos); Lizzie's live on her site + a 2024–26 folder (permissions to confirm). Keyword: CREATE (recommended).

Open decisions for the founders

Five items copy can't finalize alone. None block P1; all are needed before the sales page / checkout ship. Tick as resolved (saved in your browser).

Pay-in-full sessions — with Lizzie or Tim? Checkout + bonus copy states one.Before checkout
Webinar title. Fresh options proposed — pick one. Registration page + ads.Sep 13
ManyChat keyword. Recommend CREATE (alts: READY / REMEMBER).With P1
Lizzie testimonial permissions (names / photos). Sales-page proof block.Before sales page
Curriculum outline + brand guide (hex / fonts) to Drive. Locks page design + product build.W1–W2

Directory & Context

Who's who, and what we're building around — pulled from the July 28 strategy call and the client intake.

Name	Role	Contact	TZ
Lizzie Siegel	Client / Founder — face, delivery, calls	[email protected] · 705-717-9126	EST (CA)
Tim Capestrain	Client / Co-founder — ads talent, calls	[email protected] · 217-622-2896	EST (US)
Ann	ClockworkE — Strategy & Copy lead (A: strategy/copy)	[email protected]	—
Lara	ClockworkE — Project Manager (A: delivery/QA)	—	—
Agency Team	ClockworkE — Funnel dev, ads buyer, video, integrations	—	—

Businesses: Lizzie Siegel Heart's Home — lizziesiegel.com · Barrie, ON | Starseed Sanctuary — starseedsanctuaryhealing.com · Palmetto Bay, FL. Day-to-day comms: WhatsApp; tasks: ClickUp (client sees only assigned items).

What CREATE is

A 13-week, live, application-only cohort for people who already have an idea to bring into creation. Light supporting resources (PDFs, meditations pulled from calls) — deliberately low-consumption. Sits alongside a future membership + "expansion" cohort (parked).

Launch mechanism

Waitlist / seed page (now) → webinar → short application/booking form (fit-filter) → 1:1 sales call → enroll. Two founder audiences across two IG accounts + a shared podcast.

Traffic sources

Warm: email list (<1,000, warming), two IG accounts, podcast → YouTube. Organic: ManyChat keyword on every reel; waitlist as always-on CTA. Paid: Meta video, $3–5K for ~1,000 regs.

Still needed in the Drive folder

A written brand guide (exact hex codes, fonts) and the 13-week curriculum outline — these unblock final page design and the product build. (Tracked as open decision #5.)