The warming pool and social-proof engine. Open to anyone, not gated to payers. Katherine seeds it with her list now so it's alive on day one, which skips the cold-start problem every group dies from.
When slots open, the free group hears "we're opening a few more spots." Ads run Jun 29 to Jul 3, sign-ups are captured to the list, and joiners hold outside until the group goes live.
The group hears a free 5-day workshop is starting; warm members head to the sign-up.
"Starts July 1." Captures the email, delivers the lead magnet and the group link.
On the list now, whether or not they ever enter the group. This is what survives the launch.
Early joiners land in the pre-window: pinned "starts July 1," intro prompt, light anticipation posts.
Morning email points to the day's video; an afternoon email asks "did you watch it?" Every video ends with a question, and the team (Katherine, Don, Dan) reply in the group, so momentum and social proof build all week. Three prelaunch days warm them up, five training days build desire, and four close days drive to the midnight deadline.
Self-serve buyers skip the sales team entirely and hand off to the account manager.
A tag drops them into the sales queue. A salesperson calls and closes one-on-one, the only manual selling in the whole engine.
The handoff after any close, self-serve or sales-assisted. The account manager runs onboarding and gets the contractor live.
Onboarded contractors move into a separate, gated space. Retention and mentoring, part of what they bought. Dan shows up here too, but this group's job is to keep and serve, not recruit.
If the sales call doesn't close, they stay in the free group, keep getting Dan's weekly live and the community pull, and can re-enter later. Nobody is wasted.
funnel_start_datestamped on opt-incart_close_datethe 12-day deadline, personalvideo_progress0–8, bumps on each watchtagsprelaunch-watched, training, sales-video, purchased, needs-call1 email/video setthe 12-day video sequencecohort tagone per mini group; drives the dated drip1 workflowruns the 12 days, then if not purchased → sales queue