The brush ads get turned off. They aren't performing. Two or maybe three sales came from the paid ad set and everything else has been organic, so the spend isn't earning its place.
A new email gets created for Herb to own all product and customer service communication. Product email currently lands in hello@bleachreno, which is also where new client forms arrive, so Krista has to stay in that inbox. A separate product address means Herb owns it cleanly with no confusion about who replied to what. He checks it at the start and end of every workday, same as the Instagram DMs. The trigger was a wholesale customer email that sat two days unanswered because Krista and Herb each assumed the other had it.
Herb gets a defined opening and closing checklist. Opening is check the email, check the DMs, repost stories. Closing mirrors it at the end of the day. This recurring operational layer sits separate from project management, which is the list of one-time builds in progress. The model is a retail open-to-close routine, the structure Herb already knows from managing at Carhartt.
A dedicated Claude project gets set up for building operations and SOPs. Every conversation Krista and Herb have about systems gets recorded and uploaded into that project, and Claude works as a neutral third party that takes those conversations and hands back structure, questions, and itemized SOPs. From here on Krista records every Herb conversation, every client call, and the group calls, because all of it is extractable for sharpening messaging, operations, and delivery.
Herb runs a daily planning conversation in Claude every morning. Five to fifteen minutes covering what got done yesterday and what's on his mind today, then Claude pulls the project tracker and structures the day around the top priorities. This is the habit that keeps Herb from sinking hours into one task while higher-priority items go untouched. Arvin can hop on a call with Herb to set the planning chat up properly.
Behind the Brand launches June 17. A May 26 ad start would land on Memorial Day, and a June 10 launch was too tight a runway. June 17 gives a clean three-week runway, which means the ads have to be running by Wednesday May 27 at the latest.
The BTB ads get built by breaking the landing page into segments. Each ad takes one section of the page, and the focus stays on the 12 deliverables, which are the results students get rather than the vehicle that produces them. Krista films four to five ads on Thursday, with three as the floor. Two or three can be screen-share with voiceover. Not every ad has to cover the 12 deliverables, and testimonial screenshots with swear words stay out because they risk getting flagged.
The new one-on-one client's real focus is her salon contract, not social media. She wants to leave her current salon and restart in a suite within 12 months without losing her clients. Krista sends her a prompt to run against her contract that extracts the terms, the early-exit penalties, her options for keeping clients, any non-compete element, what Pennsylvania law allows, and the safest steps to exit. That extraction becomes the basis for the 12-week plan. The BTB onboarding pre-work also applies to this client and gets walked through on Friday's call.
The long-form content and live training idea gets parked for now. Krista's audience is warm enough that ads to the landing page should sell spots without it. The plan is to test the ads first. If people click through and reach the landing page but don't apply, that's the signal they need more interaction with Krista before buying, and the long-form training goes back on the table then.
Whether ads plus the landing page will convert a cold-enough audience. Arvin's read is that people who don't already know Krista may need long-form content or a live training to feel how she's different before they apply. The ads are the test. If traffic reaches the landing page and doesn't apply, that's the signal the funnel needs another layer before the next launch.
The middle section of the application form. The open-ended questions feel like people could get lost answering them, and one of them, "why are you applying now and not six months ago," doesn't land. Krista riffs on what she actually wants to learn from each question, then sends the revised set to Arvin to simplify so the application stays low-friction.
A consistent task-tracking rhythm for Herb. Herb tends to sink into one task and lose the others. The opening and closing checklists plus the daily Claude planning conversation are the working answer, but the system itself is still being built, and the split between recurring tasks and project work is new. Krista wants visibility into it without having to micromanage.
The one-minute landing page video. Krista built it off the script Arvin sent, which was only a skeleton. Arvin reviews it for depth. If it doesn't convert in the first week, it gets reshot as a three to four minute, more conversational cut.
For your Friday one-on-one. She attaches her salon employment contract, then pastes this in:
I'm a hair extension stylist working as an employee at a salon in Pennsylvania. I've attached my employment contract. I'm planning to leave this salon within the next 12 months to start over in my own suite, and I want to do it without losing my current clients and without walking into a legal or financial problem I didn't see coming.
Read the full contract and give me a clear, plain-English breakdown organized into these sections:
1. What I actually agreed to. Summarize every meaningful term and obligation in plain language so I understand exactly what I signed. Call out anything unusual or restrictive, including any clause that limits where I can take education or training.
2. Exiting the contract. What are my options for ending this contract? Is there a notice period, a fixed term, or an end date? What are the defined penalties or fees for leaving before the term is up?
3. My clients. What does the contract say about the clients I currently serve? Am I allowed to contact them or take them with me when I leave? What are the penalties or restrictions if I reach out to them?
4. Non-compete and restrictive clauses. Is there a non-compete, non-solicitation, or similar clause? Quote it exactly and explain what it restricts, for how long, and in what geographic area.
5. Pennsylvania law. Based on Pennsylvania state law as you understand it, note which restrictions are likely enforceable, which are commonly limited or unenforceable, and where the contract language and state law may conflict. Be clear about your confidence level.
6. Safest path out. Lay out the safest, lowest-risk sequence of steps for me to exit this contract and re-establish myself in my own suite, given everything above.
After the breakdown, list the specific questions I should bring to a licensed Pennsylvania employment attorney before I act on any of this.
Important: you are not a lawyer and this is not legal advice. Treat this as a way to understand my contract and prepare, not as a final answer.
Updated weekly dashboard with the content from this call.
The contract-extraction prompt for your one-on-one client to run against her salon contract.
Simplified application form questions once you send me your revised middle section.
Time with Herb to set up his daily Claude planning chat, whenever he wants to walk through it together.
The Behind the Brand landing page goes up first this week, and Krista builds it herself in Claude. The form lives on a second page after the call to action so the funnel runs landing page to qualifying form to DM conversation. The form sends responses to Krista's email so she can reach out personally. Krista does this one herself because Herb hasn't watched her build a landing page yet, and Bleach Money's page is the one he takes over.
BTB pricing structure is three tiers. Pay in full at $2,000, two payments of $1,100, or four payments of $600. The four-payment option pays out more total revenue if people use it. The form replaces the "can you afford $2K" question with a "which tier do you want" multiple choice.
The BTB application form is 10 questions with low friction. Seven to eight are yes/no or multiple choice, plus a couple of open-ended ones, plus name, email, and the pricing tier question. The target audience is overworked and maxed-out, so the form can't be a high barrier of entry or qualified candidates won't finish it.
Voice memo coaching gets pitched at tonight's final BTB call. Pricing is $1,000 a month with two spots maximum. The offer is direct access to Krista for content feedback and an ongoing conversation, not check-ins on whether they posted. Pitch goes in the beginning of the call, hot seats deliver the middle, Q&A closes.
Bleach Money does not get pitched tonight. The offer isn't ready and there's no date attached, so there's nothing for someone to actually buy. Once Bleach Money is built, Krista DMs that group personally to invite them in.
Krista is open to the new one-on-one inquiry at $2,000 and the call goes on the calendar for Friday. The applicant came in through the website's email capture form, makes $5K to $10K a month, said she can afford the $2K, and has a clear sense of what she wants to do. Krista runs the DM thread through Claude beforehand for a read on fit and goes into the call looking for why this could work.
One-on-one containers ask for a three-month minimum going forward. Month-to-month creates higher cancellation risk and doesn't give the relationship enough runway to produce results. Verbal agreement is enough, framed as: this is going to take us a little time to build what we need to build.
Build a single training hub dashboard for BTB students that replaces the Notion-board-per-student model Demery set up. The hub is an HTML page with sections at the top for calendar links, zoom links, and support, then multi-part onboarding, then a slot for each week's call replay with the extracted links and processes underneath, then upsells at the bottom. Herb owns the build with Krista and Arvin walking him through it the first time. A skill gets built so the post-call extraction auto-populates the page each week.
Herb owns the back end of every program. HoneyBook cleanup, contracts, invoices, email sequences, training hub maintenance, in-person training back end, and ongoing organic content posting on Krista's page and the Bleach Hair Co page (three posts a week minimum). Future lead magnets and workshops also fall into his lane. Krista handles landing pages, ad creative, and content for now. Once BTB is built once, Herb runs the same playbook for Bleach Money.
HoneyBook cleanup is the first job and Krista does it with Herb in real time on camera. Sit down together, record the conversation, walk through every piece of HoneyBook one item at a time. Krista explains what each automation is, what's stale Demery work that needs to die, and what needs to be rebuilt. The recording goes into Claude to itemize the playbook Herb works from after.
BTB ad creative timing. Krista is using Friday for the landing page and the photo shoot fills the weekend, so ad filming gets pushed to next week. Filming ads before the landing page copy is finalized risks shooting creative that doesn't match the offer's final positioning.
Accountability rhythm with Herb. Krista doesn't want to micromanage or remind Herb to finish things, and Herb hasn't been on an unstructured schedule before. The working answer is that deadlines per task are the system, Herb owns hitting them, and Krista doesn't have to check in. Deadlines also have to be realistic since Krista and Arvin push their own deadlines regularly.
TikTok Shop is broken after the Bleach Hair Co page transfer. The pink brush and the clips that were deleted now appear linked to the new page, while the silver brush and brown brush don't show in the shop even though they still surface in TikTok search. Tabled until BTB is in motion since it isn't blocking revenue right now.
Whether the four-payment plan is the right bottom tier for BTB. Four payments of $600 totals more revenue if people complete it, but Krista has seen the cancel-before-the-next-payment pattern on previous payment plans, and one student previously asked to skip a payment mid-program.
1. Build the Behind the Brand landing page in Claude today and Friday. Landing page is top priority because the copy on the page seeds the language for the ad creative.
2. Build the BTB qualifying form alongside the landing page. The form pushes responses to Krista's email and uses three pricing tier options as a multiple-choice question rather than asking about affordability directly. Send Arvin the form questions for a read before going live.
3. Pitch the $1,000-a-month voice memo coaching offer at tonight's BTB call. Cap at two spots and state it clearly. Pitch goes in the beginning of the call, hot seats sit in the middle, Q&A closes.
4. Schedule the one-on-one call with the new inquiry for Friday. Run her DM thread through Claude beforehand for a read on fit before the call.
5. Sit down with Herb and walk through HoneyBook on camera. Record the conversation so the transcript can be turned into the cleanup playbook Herb works from after.
6. Have Herb set up his own Notion project tracker. He owns daily tasks (DMs, emails, order shipping), Bleach Hair Co page posting three times a week, and the back-end build for every program.
7. Prep models Saturday and run the silver brush photo shoot Sunday. The shoot generates the next round of brush content and feeds the silver brush ads after BTB is built.
8. Send Arvin the BTB landing page draft and form questions by tomorrow at the latest for review before the page goes live.
Updated weekly dashboard with the content from this call.
Step-by-step process extracted from today's conversation for the landing page and form build, plus the training hub build, so you and Herb have something concrete to work from.
Feedback on the BTB landing page and form questions once you send the draft.
Brush ads launch this week with Mark's talking videos, and another shoot is lined up next weekend for the silver brush. Krista is sending Arvin three of the six ad videos right after this call, and Herb gets the rest ready as the creative comes together. Each ad links to the specific brush product page on Shopify rather than the home or shop page. Next weekend's shoot centers Krista with the brushes so the second wave of ads sells the silver brush to the audience that already knows her, given Krista has roughly 70 followers, Mark has 200-plus, and only about 161 are mutual.
The Shopify product page gets a quick refresh before the ads go live. Move the silver brush so it sits next to the chrome bleach brush. Replace the Mark-with-models photo with a photo of Krista and Mark together. The two T-shirts that didn't sell well are getting retired and won't be reordered.
Hair clips are the next product on the roadmap and apparel comes after. Krista is using Claude to generate visual mockups of clips and a possible scarf, and it's working well. No "coming soon" placeholders go on Shopify until a manufacturer is locked in, because she doesn't want to advertise something she can't actually fulfill yet.
The last two BTB calls switch from teaching to hot-seating. The curriculum has been delivered, so what's left is challenging each student on what they're posting, why their content isn't moving, and what they're afraid to put out. Cap each hot seat at eight to ten minutes. Pull other students into the conversation periodically so the energy doesn't sit on one person too long, then come back to the individual.
Each BTB student DMs Krista a screenshot of their last 30 days of Instagram analytics before tonight's call. The DM keeps it private rather than putting people on the spot in the group chat. Krista pulls each one up live on screen and asks the student to self-diagnose what's happening with their growth, with the framing that the program isn't the problem because everything they need has been provided.
The Behind the Brand landing page gets built off Callan Falconer's nine-million-dollar launch page as the reference. The workflow: install the Capture chrome extension, screenshot Callan's full page, drop it into Claude, turn on voice dictation, and walk through it section by section deciding what to keep, what to cut, and what to swap into Krista's branding. The extracted spec becomes Herb's blueprint for building the page. Krista logs into Claude on Herb's home computer so the build has access to her brand identity, fonts, and colors.
Herb owns brush shipping and the new home garage setup. Around 100 orders came in the first two days. Krista pulled inventory home from the salon, and the shipping area is being built out in the garage downstairs. Herb's first job today is getting those orders out before he picks up the ad creative work.
Herb's onboarding runs on deadlines per task. Lump-sum pay structure means the management lever is a hard deadline attached to each thing he's working on, with Krista not tracking when he works as long as the work hits the deadline. The first couple of weeks are going to feel chaotic and messy, and that's expected.
SOPs for handling upset brush customers get drafted this week. The goal is for Herb to take over customer service threads so they don't land in Krista's inbox. Krista voice-riffs the SOP content, and Krista and Herb record their working conversations as raw material for the customer-service playbook.
The apparel manufacturer search. Krista hasn't found a quality manufacturer for hair clips, scarves, or apparel yet. The previous T-shirts came from a local low-quality option, and she'd rather wait than repeat that. Nothing gets added to Shopify until something is locked in.
The cohort dynamic in this BTB round. Attendance and submission rates dropped after the fourth call, and only about half the group is consistently posting the content types Krista has taught. The working answer is that this group's profile is more content-creation-focused than the previous two cohorts, which were more growth-focused, and that's not a program quality problem. The hot-seat format for the last two calls is the lever for getting everyone the experience they showed up for.
The Bleach Money offer to BTB graduates. One former student already asked if it's coming back, and several others have brought it up. Krista told the group it's coming this summer, but the offer isn't ready to sell yet.
Herb's work-from-home rhythm. This is his second day full-time working out of the house, and Krista hasn't seen him work this way before. The question of how to set expectations on hours, deadlines, and overall rhythm is open, with the working answer being deadlines per task and letting the first couple of weeks feel messy.
1. Send Arvin three brush ad videos with Mark talking right after this call. The remaining ad creative comes from Herb as he gets it ready.
2. Have Herb build the brush ad still creatives in Canva today. Use the Pinterest references Krista already pulled as inspiration. Static product images with text overlays.
3. Update the Shopify product page. Move the silver brush so it sits next to the chrome bleach brush, and replace the Mark-with-models photo with a photo of Krista and Mark together.
4. Have Herb ship the roughly 100 brush orders today from the new home garage shipping setup.
5. Run tonight's BTB call as a hot-seat format. Have each student DM their last 30 days of Instagram analytics privately before the call. Pull each one up live on screen, ask the student to self-diagnose their growth, and cap each seat at eight to ten minutes. Pull other students into the conversation periodically so the energy doesn't sit on one person too long.
6. Send the BTB group a reminder one hour before tonight's call. Frame it as: these last two calls are when we put everything together with custom strategies for after the program ends, so make sure to be on.
7. Capture and voice-riff the Behind the Brand landing page reference this week. Install the Capture chrome extension, screenshot Callan Falconer's full landing page, drop it into Claude, turn on voice dictation, and walk through it section by section. The output becomes Herb's blueprint for building the BTB landing page in your branding.
8. Voice memo Arvin midweek with the SOP content for handling upset brush customers, and start recording the conversations between you and Herb so we have raw material for the customer-service playbook.
Updated weekly dashboard with the content from this call.
Callan Falconer's landing page link as the reference for the BTB landing page build.
Brush ad campaign setup once you send the creative and we agree on targeting.
Brush ads are the top priority this week. Krista already has three reels and a stack of strong photos. The reels need music added and the photos need to be turned into Canva ad creative with text on them. Herb is out of town until Monday night, so he picks this up Tuesday. Krista produces what she can today and tomorrow while she recovers from the launch.
Programs continue to launch one focal point at a time. Brush ads first, then the Behind the Brand landing page and ads, then build Bleach Money during the BTB selling window, then launch Bleach Money after BTB sells out. From there we set the cadence for how often BTB and Bleach Money cycle.
Arvin sets up the brush ads for now. Herb hasn't run ads at the scale Krista's blueprint ads have hit, and Krista would rather Arvin handle setup so Herb can watch how it's done first. The long-term plan is still for Herb to take over ad management.
TikTok Shop becomes the next revenue path and Herb owns the setup. The shop was connected to Krista's personal account two years ago and was never properly used. Herb creates a Bleach Care Co Instagram page, connects TikTok Shop to it, and starts identifying TikTok Shop affiliates in the hair space who can sell brushes for a percentage.
Online programs stay the consistent center of the business. In-person classes can be added when Krista feels compelled to teach one, and they don't need to be a definite line item on the calendar. Virtual is easier to sell, more flexible for the buyer, and the people who experience Krista virtually and then want to meet her in person will jump on an in-person opportunity when one shows up.
Education investments get evaluated against a defined outcome before any money goes out. For each option Krista is weighing, the question is what specific result, skill, or support she's actually buying, and whether the offer realistically delivers it. The $5K sales coach, the $4,800 keratin bonds shadow day with the Atlanta stylist, and the $27 amateur intro all get filtered through that lens before any commitment.
Anything Krista does invest in needs to be extractable as Claude intelligence. That means transcripts of every call, downloadable frameworks, screenshots of DMs, and examples of language used. Each piece of paid education becomes a project file that her content, sales conversations, and DM responses can run through.
Krista's content needs a lead magnet layer. Every current call to action sends people straight to a program purchase and skips the low-barrier entry into her world. The next funnel build is a free or low-priced lead magnet (somewhere in the $0 to $97 range) with a clean Netlify landing page, modeled on the workshop training hub Arvin built off a $47 AI workshop. ManyChat automation handles delivery: comment a keyword, follow the account first, get the lead magnet.
Krista's positioning is shifting toward embodying the authority her audience wants to become. The high-ticket sellers she's been studying lead with the version of the person their audience aspires to be, and the educational depth sits underneath that. Krista keeps her teaching depth and changes how she frames who she's speaking to.
The brush launch is on the other side and the next product collab will be structured differently. Krista invested about $8K all-in (brushes, PR boxes, content trip, packaging) against $62K of potential revenue if every brush sells. Herb is on 20% of the brown brushes plus 100 free brushes for his salon. The next product partnership gets a defined budget cap upfront and a tighter deal structure.
Lead magnet design and reference inventory. Krista is sending the landing page of the sales coach she's considering, the call replay or transcript from Herb's session with that coach, and the email or landing page from the video guy whose lead magnet she liked. Arvin pulls frameworks from each so the lead magnet build has real reference material to work from.
Education choice between three options. The $5K sales coach with two months of one-on-one looks more logical than emotional. The $4,800 to $10K keratin bonds shadow day with the Atlanta stylist is partly skill-driven (kinky curly hair keratin bond technique, useful if Krista relocates) and partly emotional (great marketing, strong FOMO). The $27 amateur intro is essentially out. Decision waits until Krista defines the exact outcome and Arvin reviews the sales coach's landing page and call recording.
Instagram analytics don't add up. Krista's profile shows 2.4 million views in the last 30 days but only about 1,800 new followers and very few link clicks. Either there's bot activity skewing the view count or the analytics are counting something other than human profile visits. Krista is sending the screenshots so Arvin can break down what's real and where her actual reach sits.
Blueprint payment plan structure needs verification. Current setup is showing $695 this week (one full pay plus one $275 payment), but somebody asked about three payments and Krista isn't sure the change went through cleanly. The intended structure is $497 full pay or two payments of $275, with no three-payment option. Needs a check inside Kajabi or wherever the offer is configured.
PR boxes are still mid-distribution. There are 36 boxes total. Half went to Herb's list and started arriving this week, with most landing today or Friday. The other half goes out today to Krista's list. Real affiliate content from her side of the audience hasn't started yet, which is partly why the brush posts so far have been concentrated on Herb's followers.
Herb is now full-time and the income picture needs to keep up. Yesterday was Herb's last day at his job and Krista is feeling the pressure of needing to generate extra revenue to cover his role. This is partly why the brush ad campaign and the BTB launch sequencing are time-sensitive: both bring money in within the next several weeks.
Whether Krista keeps doing in-person classes long-term. The people who attend love them. She gets in her head between events, and the lull pulls her back into questioning whether to do them at all. The working answer is online stays consistent, in-person gets added when she feels compelled, and the question stays open without forcing it.
1. Build the brush ad creative. Three reels need music added, and three to five static product images need to become Canva ad creatives with text overlays. Get what you can done today and tomorrow. Herb adds the music and helps with Canva when he's back Tuesday.
2. Send the brush ad creative to Arvin so he can set up the campaigns.
3. Have Herb build the Behind the Brand landing page when he's back Tuesday.
4. Have Herb create a Bleach Care Co Instagram page and properly connect TikTok Shop to it. The current connection is to your personal account from two years ago and was never used.
5. Send Arvin the landing page for the sales coach you're considering, plus the call replay or transcript from Herb's session with him, so Arvin can pull the framework and assess whether the offer actually matches what you need.
6. Send Arvin the screenshot of your Instagram analytics (the 2.4 million views, the follower count, and link clicks if you can find them) so he can break down what's bot activity and what's real reach.
7. Spend a couple of low-energy hours on Pinterest research while you recover. Pull static product ad creative references for the brushes and lead magnet landing page references for the next funnel build. Save anything that resonates so we have material to work from.
Updated weekly dashboard with the content from this call.
Brush ad campaign setup once you send the creative and we agree on targeting.
Framework extraction and assessment from the sales coach landing page and Herb's call recording, so you have a clear read on what the $5K offer is actually delivering before you commit.
Analytics breakdown once you send the Instagram screenshots, so we can separate real reach from bot activity and figure out where the link click number actually sits.
Brush launch comes first. Behind the Brand launch date gets defined after the brush is live and running. May 18th was discussed as a potential start date, but nothing was locked in until the brush launch was off your plate.
Behind the Brand will go to an application. At $2,000, people aren't going to buy off an ad without more context. The funnel is ad to landing page to application to DM conversation or sales call. The application filters out people who aren't serious.
Waitlist landing pages go up for both Behind the Brand and Bleach Money. Even though neither is launching yet, having both landing pages live in your bio means people who get excited about either topic have somewhere to go. CTA stays "join the waitlist" until you're ready to sell.
Programs sell one at a time. April is brush launch. Behind the Brand goes next. Bleach Money follows after that. Each month has a single focal point.
Herb is coming into the business full time. Two weeks notice in. Takes over product page marketing, salon page management, Google posting, Shopify operations, program backend setup, and content creation support.
You and Herb need a structured onboarding, not a brain dump. Voice riff into Claude produced a phased plan for his first two weeks and longer-term responsibilities. Sending output for review.
Assistant blueprint price raised to $497 with a two-payment option of $275. Removed the $90 tier because too many people were defaulting after the first payment. Higher price filters out impulsive buyers.
Start sharing student wins from the current BTB group now. Tonight's call opens with a check-in where you ask the group what's changed and whether they've seen any early results. Record the answers and share in stories as social proof for the next round.
Share that you use Claude when doing Instagram audits. Don't hide the AI piece. The differentiator is the depth of setup (custom instructions, brand identity, ideal client context), and that's why your outputs are so much better than generic Claude prompts.
No new ideas, no new collaborations until what's currently on the table is producing revenue. Holding the line on brush launch, Behind the Brand, and Bleach Money.
Behind the Brand launch date. May 18th discussed but not confirmed. Holding off until the brush launch is live.
Shopify still not done. Herb hitting token limits on $20 Claude plan. Bumping to $100. Strategy is to lock functional elements first, fix font last.
Herb's onboarding and role definition. Available in about a week. Claude voice riff output is thorough. Next step is getting it into a Notion board so he can work through it piece by piece.
Content attracting the wrong audience. Marketing to the struggle instead of the authority. Inquiries coming in for $400 extensions when range is $1,800 to $3,500. Sample size too small for structural changes, but the pattern matches what you've been sensing.
Revised custom instructions concept for BTB students. Idea is to merge Instagram audit results with existing pre-work custom instructions. Concept is right but not fully defined yet.
Eric still needs a clear deadline. Communicated with Catherine but haven't sent Eric the final count and May 10th deadline yet.
Tonight's BTB call content. Week 5 curriculum says lighting and filming, but those videos already went out. Leaning toward sales, storytelling, and getting comfortable talking about what they do.
1. Get the Shopify site functional and testable. Herb leads. Bump to $100 Claude plan.
2. Send Eric a clear message with how many videos are remaining and a hard deadline of May 10th.
3. Update the tour landing page to Scottsdale only with the August date.
4. On Friday, build the Behind the Brand landing page through Claude. Use the same process as the Antonio tour page. Run the conversion-consultant optimization prompt before going live.
5. Tonight's BTB call: open with a wins-and-shifts check-in. Ask what's changed, what they know now, whether anyone's seen early results. Record for stories.
6. Start talking about Behind the Brand on stories. Share updates, micro wins, and what the experience looks like from the inside.
Updated weekly dashboard with the content from this call.
The tour is cut down to Scottsdale only. Nashville, Miami, and Maui cancelled. Reach out to the one Nashville buyer to refund or transfer. Scottsdale date is in August. Tour ads getting turned off.
Content service clients are not renewing. Catherine and Eric both have remaining videos owed. Clear communication needed on final count and May 10th deadline.
Barbies are getting returned. Risk of offense outweighs the upside.
Brush launch sequence is locked in. Reach out to 30 affiliates for addresses. Boxes arrive around the 20th to 23rd. Pack and ship same day. Anticipation content starts when boxes go out. Shopify live by then. Selling opens roughly April 27th.
Behind the Brand next round starts the week of May 18th. Start selling through organic content now. Ads launch ideally three weeks before start date.
Programs sell one at a time. April: brush. May: BTB. June: Bleach Money. July: BTB. August: Bleach Money.
Herb is coming into the business full time. $3,500 per month. Takes over product page marketing, salon page, Google posting, Shopify, program backend, content support.
Structured onboarding for Herb, not a brain dump. Voice riff into Claude produced a phased plan. Sending output for review.
No new ideas, no new collaborations. Holding the line on brush launch, BTB, and Bleach Money.
Herb's exact start date and operational handoff plan. Thinking beginning of May. Need structured first two weeks and a weekly check-in system.
Salon revenue declining. January $19K, February $20K, March dropped to ~$11K behind the chair. Haven't been promoting salon page. Herb taking over Google posting should help.
BTB ad creatives still need to be filmed. Assistant blueprint framework is the starting point. Focus shifts after brush launch.
Claude plan upgrade. On the $20 plan, Herb keeps maxing out tokens on Shopify. Worth bumping to $100.
1. Reach out to all 30 affiliates for PR package addresses.
2. Return the Barbies.
3. Send Catherine and Eric final video count and May 10th deadline.
4. Reach out to Nashville ticket buyer for refund or transfer.
5. Update tour landing page to Scottsdale only with August date.
6. Message Antonio about cutting to Scottsdale only.
7. Make sure Shopify is live and testable by this weekend.
8. Send me the Claude output from the Herb onboarding voice riff.
Tour ads turned off.
Updated weekly dashboard.
Feedback on the Herb onboarding plan once you send the Claude output.
Only two priorities: finish tour ads and brush content edits. Nothing else starts until those are done.
Carousel counts as one of two tour ads. Shorten to 10 slides max, make each slide specific.
Google Analytics getting set up on landing pages. Nashville ad at $1/click with 117 link clicks but no purchases.
BTB post-call summaries getting sent to students. Transcript into Claude, step-by-step summary to the group.
Heather needs a check-in before creating a shadow days plan. Ask if she still wants it, find the block, extract before presenting a solution.
Eric's onboarding. Uploaded but isn't labeling videos. Said no to content plan.
Content service pricing and structure. Potential $500/month strategy-only tier. Work starts after current crunch.
Naming the content service. Name by Friday, then build landing page.
BTB landing page needs to be created. Comes after tour ads and brush editing.
Brush launch timeline. Wix to Shopify, site functional by Monday, PR packages next week.
Tour landing page improvements. Strong CPC but no purchases. Need analytics to find drop-off.
1. Film one talking head reel for the tour.
2. Shorten tour carousel to 10 slides max.
3. Finish brush launch photo and video edits.
4. Don't start anything new until those three are done.
5. After tonight's BTB call, generate assignment summary in Claude.
6. Ask Heather about shadow days. Listen and extract.
Google Analytics setup on tour landing pages.
Updated weekly dashboard.
Next BTB launch push driven by ads. Five creatives total from assistant blueprint framework.
Bleach Money comes after BTB ads are running.
Antonio tour ads start at $50/day. Nashville video first. Budget capped at $100/day, $2,000 total.
Tour payment plans: two installments max.
Instagram audits for every BTB student.
Student submission tracking getting set up.
Weekly call reminders moving to Kajabi.
Eric's onboarding. Pre-work pushback, unlabeled uploads, said no to content plan.
Student going back and forth. Didn't submit Week 1 carousel.
Bleach brush launch. 2,000 brushes at $33 each, break even around 310.
HoneyBook old automated emails. Demry's automations need auditing.
Content service brand shoot model. $5,000/day plus travel.
1. BTB call: Week 2 format, carousel timing, ask about Instagram goals.
2. Voice memo check-in with Eric.
3. Film tour ad naming all four cities.
4. Start BTB ad content. Five creatives.
5. Set up Kajabi call reminder.
Updated dashboard.
Submission tracking system.
Carousel-as-ad info.
Antonio tour ad launched.
First group call: welcome, eight-week overview, pre-work check-in.
Pre-work isn't holding anyone back.
Group chat rules set tonight. No peer feedback.
Myth-busting carousel core teaching. Live Claude demo, three volunteers max.
Carousel homework: five-slide myth-busting carousel.
No new content editing clients until service is defined.
Dedicated Claude chat for content editing observations.
What the content editing service is and what it should cost.
Post-BTB pathway for graduates.
Claude Code tool Herb found.
Messaging that drove the last few sales.
1. Run group call with live Claude demo and three hot seats.
2. Drop post-call observations into BTB group chat.
3. Send messaging screenshots.
4. Send Claude Code prompt and TikTok video from Herb.
5. Set up "Content Service Observations" chat.
Two-prompt carousel framework sequence.
Content service observation chat prompt.
Antonio tour landing page goes live. Facebook pixel attached. Google Analytics next. 50-50 with Antonio.
BTB investment amount on the application questionnaire.
Priority: dial in the BTB landing page. No ads until it's locked.
Ads: casual, conversational, strong hooks. Three content types framing.
Content service: you cut, Herb finishes. Fine for now.
Haven't seen BTB landing page yet.
Blueprint ads at $792/week on $20/day. ~$500 from $30K all-time. Retargeting audience has 180-day window.
Everything feels heavier. Grief on top of everything. 19 signups with zero ad spend.
1. Launch Antonio tour landing page. Test everything.
2. Set up Google Analytics.
3. Send BTB landing page link on Netlify.
4. Keep pushing BTB through content and stories.
5. Send feedback video.
BTB landing page on Netlify.
BTB landing page feedback once you send it.