The six sessions 🎯 · from who it is for to a plan someone can approve
The running product is Cadence, a fictional AI note-taker sold two ways, solo and Teams; every Cadence number is constructed and labelled. The real data is the public Marketing Funnel by Olist, every lead with the channel it came from and whether it closed.
Who it is for, and who it is not
Segments as groups that buy alike and talk to each other, the beachhead you win first, and an ideal customer profile with a written not-for list. Five Cadence segments scored on one sheet.
🧭 Session 2 · foundationsThe promise, against the real alternative
Positioning built the way April Dunford builds it: start from what customers would do if you did not exist, then the attributes only you have, the value they unlock, who cares most, and the category that makes it obvious.
🗺️ Session 3 · coreWhere they already are
Channel choice with the Bullseye from Traction: all nineteen channels on the table, a middle ring of cheap tests, one channel in the centre. Plus why the rule of seven touchpoints has no study behind it.
🎛️ Session 4 · bench nightThe funnel bench
8,000 real leads and 842 real closed deals from the public Olist funnel, computed in your browser. Split a budget across six channels and read the leads, deals, CAC and payback. Then break it on purpose.
💰 Session 5 · coreWhat a customer is worth
CAC, payback and lifetime value on a constructed Cadence Teams account, what each formula quietly assumes, and what David Skok actually wrote about the 3 to 1 ratio and the twelve-month line.
📝 Session 6 · coreThe one-page marketing plan
Sessions 1 to 5 on a single page someone can approve: who, the promise, the channel and its test, the budget split and its CAC, the number that says stop. And the brand-versus-activation argument nobody has settled.
Your passport 🎫
Clear all three quiz questions in a session and it gets stamped. Six stamps means you can name a beachhead, write a positioning from the real alternative, pick a channel and its test, split a budget by what a customer costs, and put the whole plan on one page. Stamps live in this browser only.
What this is not, so you land in the right place 🧭
| If your question is | Go here instead |
|---|---|
| How do I use AI to write content, ads, emails, SEO pages or social posts? | AI + Marketing ↗ |
| How do I name a company, build its brand identity and positioning statement? | AI + Branding ↗ |
| Which channel deserves the credit for a sale? | Marketing Attribution ↗ |
| What should the price be, and how will demand react to it? | Economics ↗ |
| How do I design the test that proves a change worked? | Experimentation ↗ |
| How do I build my own professional brand? | Personal Branding ↗ |
| Who is it for, what do we promise, where do we show up, and what can we afford to pay for a customer? | you are in the right place |
Choose your path 🗺️
Three doors into the same conviction: a marketing decision is only as good as the one before it.
What is honest here 🧾
Real data where it exists, constructed numbers where it does not, and the label always says which.
| Claim | Status |
|---|---|
| Every lead count, close rate and range on the bench | Really computed in your browser from all 8,000 leads of the public Marketing Funnel by Olist (CC BY-NC-SA 4.0) |
| Cost per lead, saturation, revenue per customer, margin | Constructed, printed on the bench and editable; the pages claim the ordering of budget splits, not their dollar values |
| Cadence, its segments, prices and churn | Constructed for teaching, consistent with the Cadence used by the AI marketing and AI branding courses |
| April Dunford, Gabriel Weinberg, Bill Aulet, David Skok | Quoted from their own published pages, short and exact; book chapters not opened are reported, not quoted |
| "Half my advertising is wasted", "the quarter-inch hole", "the rule of seven" | Traced. The first has no firm author, the second is not Levitt's, the third has no study behind it |
The knowledge map 🧠
The whole chain at a glance - hover a session to spotlight its concepts, click any node to jump in.