Prepared for: Adam Parnes & Murray (Strive4Sales)
Prepared by: Pedro Estrella - Courses & Funnels (CF)
Executive Summary
You want a repeatable, formula‑driven path to a seven‑figure coaching/training business in home improvement sales—without reinventing the wheel. We’ll partner end‑to‑end to design a flagship Home Improvement Sales Accelerator built around your proven 4‑Step Method (Mindset → Discovery → Presentation → Close), launch with a high‑ticket offer, drive qualified calls via paid media. We’ll also provide an optional done‑for‑you sales team to close deals, so you’re not stuck on endless Zoom calls.
What you get in 6 weeks:
A market‑ready, outcome‑driven flagship program (curriculum, assets, platform) hosted in GoHighLevel (your account or our agency sub‑account at no extra platform cost). A conversion‑focused VSL + Book‑a‑Call funnel and automated nurture. Paid ads creative and full campaign setup, with 30 days of launch management. Option to bolt on Checkmate Closers (commission‑only) to run the sales calls for a 25% revenue share (covers closer commissions and management). Investment: US $25,000 one‑time for the DFY build + ad spend (recommended $3,000 for month 1).
Goal in first 30–60 days post‑launch: validated acquisition loop (booked calls at target CPA, positive momentum toward $10k/mo in course sales at/near break‑even, then scale).
Outcomes & Success Metrics
Initial success (first 30–60 days):
Offer live with clear positioning and pricing; funnel, VSL, and curriculum published. Paid traffic running with target cost per booked call (CPBC) ≤ $50–$100 to start, improving through iteration. Show rate optimization to 50–70% using reminders and pre‑call indoctrination. Documented sales process and baseline close rate target of 20–30%+ (higher with specialist closers). Medium‑term (90 days):
Consistent acquisition at target CPBC; stable weekly sales volume. Program delivery rhythm established (weekly group Q&A with Adam, periodic “Murray Wisdom Drops”). Pathway to $30k–$100k/mo with paid plus partner traffic, and corporate/manufacturer enterprise pathway prepared. Offer Architecture (Proposed)
Flagship: Home Improvement Sales Accelerator (HISA)
Positioning: “From door‑knocking to consistent $10k–$30k/mo in home‑improvement sales using the Strive4Sales 4‑Step Method.”
Format: On‑demand core training + templates + weekly group Q&A + (optional) personalized script build.
Core modules mapped to your 4‑Step Method:
Mindset (your Close It or Lose It content repackaged) Discovery (tightened from your 3‑hr draft—concise, high‑impact) Presentation (structure, demos, visual aids, financial framing) Close (objections, price framing, payment terms, follow‑ups) High‑value assets:
Personalized Sales Script (roofing/windows/solar packs; pluggable by vertical) Objection Handling Bank & talk tracks Discovery Call Scorecard & Checklist Presentation Deck Template (brand‑matched) Workbooks/worksheets (interactive, downloadable) Call prep & follow‑up templates (email/SMS) Community & Support: Weekly 60‑min group Q&A with Adam (hosted on Zoom/Meet); optional cameo “Wisdom Drops” from Murray (1–3 min focused riffs) for brand authority.
Why not a “University” yet? Market demand today is for clear outcomes fast, not hours of content. We’ll ship a concise, results‑driven flagship first, then expand to a multi‑course “University” once acquisition is humming.
Scope & Deliverables
1) Strategy & Offer
Big Idea & Positioning: Differentiation vs. Jeremy Miner / Andy Elliott / Sam Taggart by niching into home improvement and leveraging Murray’s legacy authority + Adam’s modern operator angle. Offer design & pricing: High‑ticket primary with value‑stack (templates, script, Q&A) and ascension pathways (advanced cohorts, enterprise/corporate packages). 2) Curriculum & Assets
Curriculum redesign around the 4 steps (concise, outcome‑driven); lesson plans for each video. Slide design (brand‑matched) and workbooks per module. Templates & tools: scripts, scorecards, objection bank, deck template, SOPs. Course build in GoHighLevel (modules, lessons, gated assets, progress, certificates optional). Content production options:
On‑camera capture (preferred): You/Murray record from our shot list (studio, hotel suite, or office). We supply filming guide & prompts; you supply raw footage. AI Avatar path (optional): We produce using your existing Murray avatar or create a new one. Note: avatar platform credit costs billed at pass‑through; voice clone clips required. 3) Funnel & Nurture
VSL (3–7 minutes) + Book‑a‑Call funnel in GHL. Email/SMS indoctrination to lift show rates (case studies, mini‑lessons, personality beats). Calendar routing & reminders (no‑show reduction: multi‑channel reminders, confirmation page micro‑training). 4) Paid Media & Launch
Creative pack: 6–10 ad concepts (UGC hooks, authority clips, pain→future‑pace, testimonial mashups), headlines & copy variants. Campaign build (Meta to start; YouTube/TikTok optional) with pixel/events, audiences, and tracking. 30 days of ads management: testing cadence, creative iterations, weekly reporting. 5) Sales Enablement
One‑Call Close script tailored to your offer & buyer avatar. CRM pipeline (GHL) with stages, tasks, and reporting. If engaged: Checkmate Closers runs your sales calls (commission‑only) at 25% of cash collected (covers closer commissions + management). Week‑by‑Week Timeline (6 Weeks to Launch)
Week 1 – Big Idea & Offer
Deep‑dive workshop, competitor angles, value prop, pricing, guarantee, outline.
Week 2 – Scripting
Lesson plans, VSL script, ad scriptboards, email/SMS indoctrination copy.
Week 3 – Capture
You record content (or we process avatar assets). We receive all raw media.
Week 4 – Build
Video editing, slide/workbook production, course assembly in GHL.
Week 5 – Funnel
VSL production, Book‑a‑Call funnel, automations, pixel/events.
Week 6 – Launch
Ad campaigns live, reporting dashboards, first optimization cycle.
Post‑launch (Days 1–30): Ads management, creative iterations, weekly growth call.
Investment & Terms
DFY Build (one‑time): US $25,000
Includes: strategy → curriculum & assets → course build → VSL + funnel → ad creative + setup → 30 days ads management.
Ad Spend: Client‑funded; recommend US $3,000 in month 1 (min. $1,500).
Payment option:
50/50 - $12,500 deposit and $12,500 30 days from contract signing Pay in Full — 10% off (US $22,500) Optional add‑ons:
Checkmate Closers sales execution (25% of cash collected) — covers closers (10–15% typical) + leadership, QA, and reporting. Ongoing ads management after Day 30: flat monthly or rev‑share model; scoped separately. AI Avatar production credits: billed at platform rates (pass‑through) if chosen. Ownership: All course content, brand assets, funnels, and creative produced under this scope are owned by Strive4Sales. CF/CC retains a portfolio right to reference anonymized results and non‑confidential creative for showcase.
Guarantees/Assumptions: We guarantee delivery of the scope and professional best practices. Performance depends on offer‑market fit, budget, and adherence to the timeline (client inputs/approvals, filming, and ad policies).
Client Responsibilities
Provide existing materials (Close It or Lose It, Discovery draft, quotes/“Murray‑isms,” logos, brand kit, testimonials/case studies). Attend kickoff (90 minutes), approve positioning/offer within 48–72 hours. Record content per shot list (or confirm avatar path and provide voice/video samples). Grant access to GHL, Meta ad accounts, domain/DNS, and assets storage. Designate a point person for swift feedback (turnarounds ≤ 2 business days). Risks & Mitigation
Murray not a Zoom person: We’ll lean on short‑form “Wisdom Drops,” in‑person capture days, or avatar inserts; Adam hosts live Q&A. Over‑long content (Discovery 3 hrs): We’ll compress to concise, bingeable lessons without losing substance. University bloat risk: We ship a focused flagship first; expand to a University after acquisition proves out. Roadmap Beyond Launch (Optional)
Ascension offers: Advanced objection mastery, team‑leader tracks, live intensives. Enterprise path: Manufacturer partnerships (train dealer networks), corporate SLAs, enablement kits, co‑op ad programs. Affiliate/channel: Recruit top reps/influencers; performance‑based referrals. Why CF + CC
100+ launches across courses and DFY programs; tens of millions in online sales for clients and internal offers. Deep operator experience in home services and high‑ticket closing (solar, roofing, windows). A to Z: we build the product, the pipeline, and—if you want—the team that closes it. Next Steps
Green‑light the proposal and choose payment option. Confirm filming vs. avatar path and book your capture window. Approve ad budget for month 1 (recommend $3,000). Schedule Kickoff Workshop (Week 1). We’re ready to make sure Murray isn’t “a great man that never was.” Let’s build the legacy asset and start closing.
Strive4Sales — DFY Launch Proposal