How traffic moves. How offers stack. What we build together.
Two starting points: Instagram or YouTube. Instagram feeds YouTube. Both feed lead magnets that build the email list. The email list sells the Challenge.
Four offers, four buyer types. Free + impulse warm the audience. The Challenge is the engine. Calls are a member-only perk. The Personal Edit is the price anchor.
The existing Gumroad catalog stays. Denim Without Doubts, 13 Pieces, Style Illusions, Glasses Guide, Matching Shoes. Promoted from YouTube descriptions to warm viewers.
Buy one Challenge or pre-buy the year. Live masterclass + Q&A + challenge format + lifetime access to whatever you bought. Sold via the email list.
Closet consult, outfit review, fit feedback. Sits inside the free Skool community as a perk for Challenge buyers. Scratches Fab's love of 1:1 work.
Full style service. Application only. Filters serious buyers, anchors the value of everything below. Past 1:1 clients only - selective, by exception.
One shape, every month. Fab leans in heavy at the launch and the kickoff. The middle of the month runs on members doing the work. Worked example: shoes.
A high-effort video on next month's theme drops on the channel. Free cheat sheet attached as lead magnet to grow the email list.
3-5 email sequence to existing list announcing the upcoming masterclass and challenge. Same campaign runs on Instagram stories.
1-2 hour live teach with Q&A. Kicks off the month's theme. Drops the challenge format and all resources for members.
Members participate over the month. Example format: a styling bingo card to complete with photos. Fab drops in twice weekly for Q&A.
Winner announced at the end of the month. Prize delivered. Recap content for IG. Next month's golden video already out.
↻ loops every month, new theme
What Fab batch-creates every month, all aligned to one theme. The funnel: Instagram and YouTube both feed the email list. The email list sells the Challenge. Worked example: shoes. (The Challenge needs a name. For now: The Challenge.)
4 videos a month. 1 high-effort golden video on the upcoming Challenge theme. 3 wildcards. CTAs in descriptions: free guides + paid impulse products from the existing catalogue.
High-effort, comprehensive teach on shoes. Free cheat sheet attached as lead magnet. Description CTA points to the upcoming Challenge. The funnel anchor for the month.
Whatever she wants to talk about. Lower effort. Keeps the channel active and varied.
Whatever she wants to talk about. Lower effort. Keeps the channel active and varied.
Whatever she wants to talk about. Lower effort. Keeps the channel active and varied.
30 days of one theme, batch-created. CTAs route to free guides only - never to paid products. Cold IG audience pushes back on paid even at low prices.
All 30 days of feed content stay on one theme. Reels, carousels, before/afters, fitting-room moments, member features, 5-second tips, b-roll from shopping trips. Re-cuts of the masterclass and golden YouTube video do most of the work - a single filming day produces a month of posts. Every CTA routes to a free guide (the Shoe Cheat Sheet, the quiz) - never to a paid product.
Reserved for one job: promoting the upcoming Challenge. Daily, light, behind-the-scenes.
Stories drive sign-ups for the upcoming Challenge. Countdown to the masterclass, behind-the-scenes of Fab prepping, member spotlights with permission, screenshots of member submissions from the previous Challenge, "still time to join" reminders in the final 48 hours. Link sticker points to the sales page or the email opt-in.
The year gets mapped. Buyers see what they're signing up to before they buy. Pick a single Challenge or pre-buy the bundle.
What does Fab want to teach across the year? Twelve monthly themes, each with a masterclass and a member challenge mechanic. The calendar becomes the artifact she shows buyers.
Founding Cohort: first 100 buyers get half off. $47 single · $497 bundle.
Set up the infrastructure. Build the launch. Run one Challenge end-to-end. Validate before mapping the full 12 months.
Fab picks the first Challenge topic and locks the masterclass date.
Sales page + content delivery. Challenge content lives here, lifetime access for buyers.
Social wrapper only. Every Challenge buyer gets in, stays in across future challenges.
Private link sent to buyers only. Recording goes into ThriveCart after the live.
High-effort video on the Challenge topic. Free cheat sheet attached as lead magnet.
3-5 emails to the existing list. Doubles as evergreen nurture for new freebie subscribers.
Daily countdown, behind-the-scenes, last-call reminders. Link sticker to ThriveCart.
Deliver the masterclass. Run the challenge week. Listen. Learn what to fix for round two.
Four answers unblock everything below them.
What do you think of this plan overall? Do you approve it? Anything to add, cut, or change before we move?
What does the first masterclass and Challenge cover? Pick one theme you can teach in 1-2 hours and turn into a month of content.
When does the masterclass go live? Lock the date so the launch content can be reverse-engineered backward from it.
ThriveCart + free Skool community works for the first launch as a test. Long-term, Circle is the cleaner option - everything in one place, more seamless for the user. Anna's recommendation: start on ThriveCart + Skool to validate, migrate to Circle once the model proves out.
Who does what gets decided on our next call.
In parallel, no waiting required.
Reworking the positioning for the main website landing page to boost Fab's authority. The Milan / Italian / Today Show / accessories-to-celebrities credentials lean in instead of hide. The aspirational layer that pairs with the relatable voice.
A list of YouTube content ideas Fab can pull from. Cross-referenced from the IG audit, the title radar of proven patterns in the niche, and the asset bank of Fab's frameworks. Ready to script.