01 / The thesis
Stephan Speaks does not need more traffic to grow meaningfully right now. It needs a system that (1) knows who each of the 49,000 contacts is, (2) follows up automatically, and (3) walks buyers up the ladder from a $10 ebook to a $497 membership and $1,997 program. Every one of those pieces is a standard VisionPlay build. The list and the offers are already here.
02 / The systems we build
Data foundation & segmentation
Tag and score all 49k contacts by gender, relationship stage (single, dating, married, healing), buyer vs non-buyer, and product interest, pulled from existing forms, surveys, and purchase history. Everything else depends on this.
List reactivation campaign
A win-back sequence to the dormant 49k with a low-ticket offer (a $27 bundle or the $37 masterclass). This is the fastest cash: it monetizes an asset that is currently earning nothing.
Welcome & nurture engine
Newsletter opt-ins are collected but nothing follows. A welcome series delivers value, builds trust, and makes the first low-ticket offer automatically, on repeat, forever.
Value-ladder ascension
Buyer of an ebook gets offered the matching course; course buyers get the membership; engaged members get invited to coaching. Automated cross-sell and upsell across all 85 products.
Cart abandonment + post-purchase
Recover checkouts that do not complete, and immediately upsell after every purchase. Standard store revenue that is currently uncaptured.
Membership growth & retention
Onboarding, engagement, and failed-payment (dunning) recovery for the $497 recurring membership. Retention is the highest-leverage number in the whole business.
Coaching booking & pipeline
A booking calendar plus speed-to-lead, reminders, and no-show recovery for the $497 to $1,997 coaching offers, tracked through a sales pipeline. None of this exists yet.
Event / tour funnel
For the Heal My People Tour 2026: ticket tiers, reminders, VIP upsell, and a post-event ascension into courses and coaching. Turns a one-time event into a long-term customer flow.
AI DM + SMS at scale
A conversational AI on Facebook, Instagram, and the website to answer, capture, and route 24/7, plus compliant SMS to the list for launches. Leverages the large social following that is already there.
03 / What it is worth
These are illustrative estimates based on the list size, the real product prices in the account, and standard industry conversion benchmarks. They are planning figures, not a guarantee of results.
| Lever | Conservative assumption | Est. value (first 90 days) |
|---|---|---|
| List reactivation | ~0.75% of 49k buy a ~$30 offer | $11,000 |
| Welcome + monthly promos | Engaged segment, 2 offers/mo, ~0.5% buy, ~$40 AOV | $9,000 - $18,000 |
| Value-ladder ascension | Existing buyers moved one rung up | $6,000 - $12,000 |
| Cart + post-purchase recovery | Recover ~7% of abandoned store checkouts | $3,000 - $8,000 |
| Membership growth | 20 - 40 new members at $497 | $9,900 - $19,900 |
| Coaching bookings | 4 - 8 extra bookings/mo, ~$700 avg | $8,400 - $16,800 |
| Illustrative 90-day total | Conservative end of each range | $47,000 + |
The point is not the exact number. It is that a list this size with a ladder this complete, currently earning close to nothing from automation, has a large and recoverable gap. Even the low end of these ranges pays for the build many times over, and the membership and retention lines compound every month after.
04 / How we roll it out
- Data foundation: tags, fields, segmentation of the 49k
- Reactivation campaign (first cash)
- Welcome / nurture engine live
- Value-ladder ascension flows
- Cart abandonment + post-purchase
- Coaching booking + sales pipeline
- Membership onboarding + retention / dunning
- Event / tour funnel
- AI DM + SMS + reporting dashboard
The next step
A short working session to confirm priorities and the segmentation model, then Phase 1 goes live and the reactivation campaign sends within the first two weeks.
VisionPlay · hello@visionplay.co