markster/markster-os/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:

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.

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