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Proposal: DFY TikTok Shop Course, Funnel & Launch for Tom’s Agency

✨ Executive Summary

You want three things in the next 3–6 months: (1) more inbound deal flow for the agency, (2) direct revenue from a course, and (3) a genuinely valuable product your market loves. We’ll design the Big Idea & Strategy, build the Course + Funnel, and manage 30 days of ads to validate fast.

Two launch tracks fit your goals:

Flagship Build (Recommended) – full video-based course, premium funnel, automation, and creative: $25,000 + ad spend.

Lean Launch – text-first “ship fast, validate” version you can later upgrade: $10,000 + ad spend (credit the full $10k toward Flagship if you upgrade—pay the $15k difference).

We’ll aim for a self-liquidating front end (ad spend covered by sales) within the first 14–30 days, then use the audience to upsell agency retainers and/or scale course revenue.

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🎯 Client’s Stated Goals

Add +$50k/month to reach $100k/month within ~12 months.

Increase visibility & inbound (qualified sales conversations).

Generate direct course revenue while proving authority.

Capture TikTok Shop momentum before the market consolidates.

Keep your time focused on expertise, not tech/ops.

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🛠 Scope & Deliverables (3 Phases)

1) 🔭 Strategy & Big Idea (Week 1)

Market scan (TikTok Shop, adjacent offers, pricing, angles).

Positioning & Offer Architecture (price tier, promise, proof, risk reversal).

Big Idea naming + messaging pillars.

Go-to-Market plan (ad channels, budget, KPIs, high-ticket vs. low-ticket flow).

2) 🧱 Build (Weeks 2–5 for Flagship; 1–2 weeks for Lean)

Course

Flagship ($25k):

Course platform setup (GoHighLevel sub-account—no per-student fees).

Lesson plans & word-for-word scripts for video modules.

Up to 7 hours of video editing for course content.

Interactive workbook to boost completion.

Lean ($10k):

Text-first course delivery on our lightweight stack (video placeholders allowed).

Lesson outlines & copy (no video editing included).

Upgrade anytime (pay the $15k difference).

Funnel

Flagship: Full funnel incl. sales page, checkout, 2 upsells + 1 downsell, and automated email sequences (nurture, abandonment, onboarding).

Lean: Landing + checkout (clean, conversion-focused). No email automations at this tier.

Creative

Both tiers:

Ad concepting & UGC-style scripts (you film key bits; we handle ad editing).

Option to include selective AIGC/UGC variations for rapid testing.

Flagship: Optional VSL—we script; you film; we edit. (We often launch without a VSL first, then add one after initial learnings.)

3) 📣 Launch & Ads Management (30 Days)

Campaign setup, daily optimization, budget pacing.

Creative iteration (new hooks, angles, thumbnails) based on early data.

Weekly review with clear actions; dashboard with KPIs (CPA, ROAS, CTR, CVR).

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🌐 Tech & Hosting

Primary: GoHighLevel agency sub-account (included; no per-member fee ceilings).

Alternative (Lean): our lightweight course/funnel framework for speed.

Ownership: You own all copy, content, domains, and creative. We host/manage; you can export anytime.

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🤝 Support & Communication

Private Slack channel with your team + ours.

Turnaround: 24–48h on minor edits; weekly ship cycles for larger items.

Cadence: Weekly strategy/metrics call during build & 30-day launch.

Shared task board (Notion/Jira) for full transparency.

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📆 Timeline

Week 1: Strategy & Big Idea workshop; offer, pricing, funnel map.

Weeks 2–5 (Flagship): Course filming & edits, funnel build, emails, upsells.

Weeks 1–2 (Lean): Text-first course + lean funnel live fast.

Week 6: Launch ads; daily optimizations (30-day window).

If filming stretches, we launch with text-first + placeholders, then roll in video modules as delivered.

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💵 Investment & Payment Options

Option A — Flagship Build (Recommended)

$25,000 all-in build + 30 days ads mgmt (excludes ad spend).

Includes: Full course (scripts + video edits), interactive workbook, full funnel (2 upsells + 1 downsell), email automations, ad creative & editing, launch mgmt.

Ad Spend: Start $50–$100/day; plan ~$3,000 in month one (can scale on signal).

Pay-in-Full: $22,500 (10% off)

Split: $12,500 now + $12,500 pre-launch

Option B — Lean Launch

$10,000 build + 30 days ads mgmt (excludes ad spend).

Includes: Text-first course, lean funnel (landing + checkout), ad scripts & editing, launch mgmt.

Ad Spend: $50–$100/day; suggest ~$2,000–$3,000 for first 30 days.

Pay-in-Full: $9,000 (10% off)

Split: $5,000 now + $5,000 pre-launch

Upgrade path: Move to Flagship anytime—just pay the $15k difference.

Post-Launch (after 30 days)

Either: $3,000/month retainer (ads mgmt, new creatives, CRO, quarterly content drops)

Or: Profit Share (typ. 25% of profit = revenue − ad spend) when performance is dialed—keeps incentives aligned.

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📈 ROI & KPI Targets

Phase 1 (first 14–30 days):

Goal: Self-liquidating or 1.2–1.8x ROAS on front-end.

Metrics: CPA on course purchase and/or cost per qualified call (if high-ticket flow).

Phase 2 (day 31–90):

Scale winners; add VSL if needed; introduce upsells/downsells (Flagship) to lift LTV.

Drive agency ascension (explicit CTAs inside curriculum + post-purchase email).

12-month outcome: Blend of course MRR + agency retainers to reach +$50k/mo increment.

We’ll reference relevant comparables (e.g., <$1k offers at $197–$297 vs. mentorship-style $1.5k–$2k+) to choose price/flow aligned with your audience and acquisition economics.

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🛡️ Risk Reversals

Strategy Fit Guarantee: If after Strategy Week you feel the direction is misaligned, we’ll refund your build fee minus research time and hand over the findings.

Offer Re-Haul Guarantee: If we don’t achieve positive ROAS in the first 14 days of spend (with agreed daily budget and assets delivered on time), we’ll rebuild the front-end offer & creatives at no extra fee and relaunch once.

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✅ Next Steps

Choose a track: Flagship ($25k) or Lean ($10k).

Payment option: Pay-in-Full (save 10%) or Split.

Kickoff: Book Strategy Week; we open Slack + asset checklist.

Build → Launch: We ship on the timeline above; you focus on expertise & filming (Flagship).

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🙋 FAQ Quick Hits

Who owns everything? You do—content, domains, creative, data.

Ad spend included? No—kept separate so every dollar is traceable. Start $50–$100/day.

Sales model:

High ticket (e.g., $1.5k–$2k): book-a-call funnel; strong for agency ascension.

Low ticket (e.g., $197–$297): volume + self-liquidation; add upsells to lift AOV.

Can we start Lean then go Flagship? Yes—pay the $15k difference later.

Email/SMS automations? Included in Flagship; can add to Lean as an upgrade.

What if we want steady help after launch? Pick $3k/mo retainer or 25% profit share.

Filming burden? We script; you batch-film. We handle editing (Flagship) and all post.

Will this help agency deal flow? Yes—explicit agency CTAs in course + post-purchase email, retargeting creative, and qualification in funnel.

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🎉 Recommendation

Given your authority goals, desire for a premium asset, and need to fuel agency ascension, we recommend Option A: Flagship Build with Split Payments and a $3k month-one ad budget. We’ll launch without a VSL initially (faster testing), then add a VSL once messaging is proven.

If you want to loop in your cofounder, I can tailor the funnel map (high-ticket vs. $297 path) and draft the first 5 ad angles so you can see how the positioning lands. Ready to lock Strategy Week?

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