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What each Stop builds
The five Stops in order, what each one asks of you, and the assets you leave with.
The shape of the work
Each Stop is a set of steps; each step asks you questions and produces something. You can pressure-test any answer with the coach before it lands.
The Stops run in order because each is written from the last. Your homepage is built from your offer, your offer from your positioning, your positioning from your validated problem.
Stop 1 - Validate your idea
Pressure-tests whether there is a business here at all: is the problem real, frequent and expensive, and will people pay to escape it.
What it asks
- The exact problem you solve, in their words
- Who has it, specifically enough to name them
- What they already spend coping with it
- Whether you can reach them at all
What you leave with
Your Validation Brief - an honest verdict, with the weak spots named.
Stop 2 - Build your Foundation
The biggest Stop, and the one everything later is written from. This is where your business gets its language.
What it builds
- Your avatar - who you serve, in detail
- Your positioning and your wedge against the alternatives
- Your offer stack and pricing
- Your story and core messaging
Why it is worth slowing down here
A vague answer in this Stop does not stay contained. It travels into your homepage, your outreach, your content and your sales calls, and it is cheaper to fix now than in five finished assets.
Stop 3 - Get ready to sell
Turns the Foundation into the things a buyer actually sees.
- Your homepage, built by the Homepage Builder
- Your sales funnel - lead magnet, landing page, VSL and booking page
- Your video sales letter script
- Your pitch deck, your offer doc and your agreement
- Your first outreach message
Stop 4 - Deliver what you sold
The part most people improvise and then regret. It covers the promise you make, how you onboard someone, the rhythm of delivery, and how you wrap up.
Delivery is also where retention is decided. A client who never sees a plan can't tell whether it is working, and people cancel what they can't measure.
Stop 5 - Go live
Four steps, all inside your control, and finishing them graduates you.
- Read your offer back - out loud, as you would say it on a call.
- Build your list - the specific people you will contact first.
- Rehearse the conversation with your coach.
- Send it.