OTO2 Brief & Spec — Final Funnel Design

Date: May 23, 2026 Author: Reid (Strategist) Status: Updated 5/23 — OTO3 removed, post-funnel path added, launch target May 26 Decisions locked by Kathryn: OTO2 = DFY Claude Project, $97. Start with 2 practice types (Consulting + CPA/Accounting). OTO3 removed from funnel. Post-funnel path: Sequence C → $17 workshop → PBOS membership. OTO video is required.

Kathryn,

Updated brief reflecting your decisions from today. OTO3 (Practice Audit Call) is out of the funnel. The ascension path after OTO2 now runs through email, workshop, and PBOS membership — not another upsell page.

Three things shaped the original OTO2 recommendation. All three still hold:

1. The ascension logic in Ben's model. SLO ($7) gives them the tools. OTO1 ($29) gives them the system for when to use the tools. OTO2 needs to be the next logical step -- not a bigger version of OTO1, but a different type of value. Ben's pattern: OTO2 = "We do it for you" / "Skip the learning curve." That's exactly what a pre-built Claude Project is.

1. Where the buyer is emotionally at OTO2. They just bought skills ($7). They may have added maps ($12) and SOPs ($29). They've spent 60-90 seconds on each OTO page. They're not evaluating -- they're deciding. The pitch has to land in 10 seconds: "You have the skills. You have the system. This gives you the workspace where it's all already set up."

1. The constraint this product actually solves. The skills work. The SOPs tell you when to run them. But someone still has to set up the Claude Project -- load the right skills, write the project instructions, configure the context. That's the structural work the buyer is trying to escape. A DFY Claude Project eliminates that step entirely.

PART 1: OTO2 -- DFY Claude Project ($97)

1. Product Definition

What the buyer gets:

A complete, ready-to-use Claude Project configuration for their specific practice type. Not a template. Not instructions on how to build one. The actual project -- pre-built, with skills loaded, instructions written, and context configured.

Two practice types at launch:

1. Consulting Practice Project -- the generalist consulting version. Covers the same ground as the existing 52 skills and SOP manual, but assembled into a working Claude Project.
2. CPA / Accounting Practice Project -- the first vertical-specific version. Same architecture, adapted for the language, deliverables, and rhythms of an accounting practice.

Each project includes:

What the buyer walks away with: A Claude Project they can open on Monday morning and start using immediately. Not "here's how to build one" -- here's the one we built for you.

What it is NOT:

• Not a course on Claude Projects
• Not a generic "how to use Claude for your business" guide
• Not a customization service (no 1:1 involved)
• Not a subscription -- one payment, the project is theirs

2. What Kathryn Needs to Build

Existing assets that feed this build:

• 52 skill files (select and curate, don't rewrite)
• Practice-Type Skill Maps (the ranking logic is already done)
• SOP Manual (the workflow logic is already documented)
• OTO1 page HTML (design template)
• Delivery email pattern (copy template)
• LTO funnel reference (architecture template)
• Audience.md, voice.md (tone and targeting)

3. OTO Page Copy Direction

The position in the funnel:

The buyer just said yes to the SOP Manual (or declined it). Either way, they now own the skills. The question OTO2 answers is different from OTO1:

• OTO1 asked: "When do you use which skill?" (system/rhythm)
• OTO2 asks: "What if it was already set up and waiting for you?" (done-for-you)

The reframe:

You have 52 skills. You might have the SOP Manual. But here's what happens next: you open Claude, create a new conversation, upload a skill, give it context, get output, close the conversation. Tomorrow you do it again -- different skill, same setup. Every session starts from scratch.

A Claude Project changes that. One workspace. Your skills are already loaded. Claude already knows your practice, your clients, your standards. You open it and start working. No setup. No re-uploading. No re-explaining who you are.

The reframe is: skills are tools. A project is a workspace. The difference between owning a set of power tools and having a workshop where everything is mounted, plugged in, and ready to use.

The pitch angle:

"We built the workspace for you."

Not "learn how to build a Claude Project." Not "here's a course on project configuration." We took the skills you just bought, selected the ones that matter most for your practice type, wrote the instructions that make Claude understand your work, and assembled the whole thing into a ready-to-use project.

Pick your practice type. Follow the 5-minute setup guide. Open the project Monday morning.

The value proposition:

• $97 for a DFY Claude Project configured for your practice type
• 12-15 curated skills pre-selected (not all 52 -- the ones that matter most for your type)
• Project instructions already written (Claude knows your practice context from the first message)
• Context template included (fill in your details, Claude sounds like you)
• 5-minute setup -- paste, upload, done

Structural notes for copy:

• Match OTO1 page design exactly (Practice Builders brand, same header, same CTA styling)
• Eyebrow: "One-Time Offer"
• Pills: "DFY Claude Project | 2 Practice Types | $97"
• Decline link: "No thanks, I'll set up my own project"
• 30-day guarantee (same as all products)
• FAQ: Do I need Claude Pro? (Yes.) Can I customize it? (Yes -- it's yours to modify.) What if my practice type isn't listed? (Start with Consulting -- the structure applies broadly. More types coming.)

4. Video Script Direction

Format: Webcam over slides. Loom. One take. 60-90 seconds.

The emotional arc:

1. Hook (0-5s): "Wait -- one more thing before you go." Same pattern as OTO1. Don't reinvent the wheel.

1. The problem (5-20s): "You've got the skills. Maybe the SOPs. But here's what's going to happen: every time you open Claude, you'll upload a skill, explain your practice, give it context, get output, and close the conversation. Tomorrow -- same setup, from scratch. The skills work. The setup doesn't carry over."

1. The shift (20-35s): "A Claude Project changes that. One workspace where your skills are already loaded, Claude already knows your practice, and every conversation starts where the last one left off. No re-uploading. No re-explaining. You open it and work."

1. The offer (35-55s): "I built two of these -- one for consulting practices, one for CPA and accounting firms. Each one has 12-15 curated skills already selected, project instructions already written, and a context template you fill in with your practice details. Five-minute setup. Then it's yours."

1. Risk reversal + CTA (55-70s): "It's $97, and it comes with the same 30-day guarantee. If it doesn't work for your practice, email me for a full refund. Click yes to add the DFY Claude Project. Click no to skip."

What to avoid:

• Don't explain what Claude Projects are in detail -- the buyer doesn't need a tutorial, they need to know it's done for them
• Don't oversell the customization -- it's a starting point, not a bespoke build
• Don't mention the workshop or any downstream offer
• Don't use "game-changer," "transform," or hype language
• Don't apologize for the price or compare to hourly rates

What must be said:

• The specific number of skills included (12-15, not all 52)
• Both practice types available
• 5-minute setup (time to value)
• The guarantee
• The price

5. Delivery Mechanism

Step-by-step buyer experience:

1. Purchase: Buyer clicks "Yes" on OTO2 page. ThriveCart processes $97. Buyer continues to thank-you page.

1. Delivery email fires: MailerLite automation triggers on "Start | OTO2-DFY Claude Project" group membership. Email contains Notion access link.

1. Buyer opens Notion page: Sees two practice types (Consulting, CPA/Accounting). Picks theirs. Each practice type section contains:

• Project Instructions file (download)
• Curated skill files (download as bundle or individually)
• Context template (download)
• Setup guide (embedded or linked)

1. Buyer follows setup guide (5 minutes):

• Open claude.ai
• Create new Project
• Paste Project Instructions into the instructions field
• Upload curated skill files to the project knowledge base
• Download and fill in the context template
• Upload completed context template to the project knowledge base

1. Buyer uses the project: Opens the project, starts a conversation, gives it a task ("write a proposal for [client]"), gets output that reflects their practice context and follows the skill's production standards.

Delivery email copy (draft structure):

• Subject: Your DFY Claude Project is ready
• Preview text: Pick your practice type. Set up in 5 minutes.
• Body: Link to Notion page. Brief orientation: "Two practice types. Pick yours. Follow the setup guide -- 5 minutes. Then open the project and start working."
• Same tone and length as existing delivery emails

PART 2: OTO3 -- REMOVED FROM FUNNEL

~~Practice Audit Call ($197)~~

Status: REMOVED. Per Kathryn's decision (5/23), the Practice Audit Call is no longer an OTO in the funnel. The funnel terminates at OTO2, then goes to thank-you page.

Rationale: The audit call is a high-touch, calendar-dependent offer that doesn't belong in a self-liquidating front-end funnel. The 1:1 diagnostic is better positioned as a natural outcome of the membership relationship or as a standalone offer outside the funnel.

The Practice Audit concept is not dead — it's repositioned. If Kathryn wants to offer 1:1 diagnostics, they can live as:

• A PBOS membership upsell (after a member demonstrates commitment)
• A standalone offer surfaced in Sequence C or workshop follow-up
• A Deploy Sprint bridge ($3,500) — the natural next step after someone experiences the workshop

PART 3: Post-Funnel Path (Replaces OTO3)

The buyer's journey doesn't end at the thank-you page. It transitions from funnel to relationship.

The Flow

Thank-you page
    ↓
Sequence C (SLO buyers, 7-14 days)
    ↓
$17 Workshop (monthly, live with Kathryn)
    ↓
PBOS Membership ($27/mo starting → price increases +$10/week until natural resting place)

Sequence C — Email Nurture (Sloane builds after structural approval)

Audience: All SLO buyers (whether they bought just the $7 or the full stack) Duration: 7-14 days Purpose: Bridge the gap between "I own the tools" and "I want to be in the room where systems are built" End CTA: Workshop registration

Strategic note: Sequence C is NOT a sales pitch for PBOS. It's a value sequence that demonstrates the difference between owning skills (what they bought) and deploying systems (what the workshop and membership deliver). The membership pitch happens at the end of the workshop, not the end of the email sequence.

$17 Workshop — Monthly Implementation Session

Format: Live with Kathryn. Once a month to start. Price: $17 What happens: Kathryn runs a mini Constraint Priority Matrix. Attendees deploy one system live. They experience the difference between tools and systems firsthand. The bridge: "You just deployed one system. I build a new one every month."

Why $17: Low enough to be a non-decision for someone who already spent $7-$145 in the funnel. High enough to filter out people who won't show up. The workshop is the proof-of-concept for PBOS — it's results-in-advance (Kern model).

PBOS Membership — Practice Builders OS

Starting price: $27/mo Price escalation: +$10/week increases on the public price until natural resting place is found Grandfathering: Early members locked at their entry price permanently What they get: One system built per month, taken through Levels 1-2-3 of the maturity model (Structure → Streamline → Delegate). Deploy sessions with Kathryn. Co-work sessions. CPM diagnostic for personalized build sequencing.

Reference: Full membership design in decisions/2026-05-17-practice-builders-membership-model.md. Maturity model and build format in decisions/2026-05-19-tpc-pbos-tax-evolution.md.

The moat: LTO buyers own 52 skills (tools). PBOS members get those skills wired into systems that progress through maturity levels. Nobody else in this space deploys infrastructure — they teach about AI. "Capability deployed. Not curriculum learned."

PART 4: Full Funnel Stack + Path Economics

Front-End Funnel (Self-Liquidating)

Cold Ad → Sales Page ($7) + Bump ($12) → OTO1 ($29) → OTO2 ($97) → Thank-you
                                                                        ↓
                                                                Sequence C (7-14 days)
                                                                        ↓
                                                                $17 Workshop (monthly)
                                                                        ↓
                                                                PBOS Membership ($27/mo+)

Front-End Funnel Math

Max theoretical stack if buyer says yes to everything: $7 + $12 + $29 + $97 = $145

Realistic AOV calculation (using Ben's benchmark take rates):

Estimated front-end AOV range: $16 - $24

At a $5 cost per SLO buyer, a $16-$24 AOV means this funnel is cash-flow positive on the front end for most scenarios, and at worst near break-even. That's the job of a self-liquidating offer — cover ad spend and build the list.

Full Path Economics

The real economics: The front-end funnel self-liquidates ad spend. The workshop converts buyers into members. The membership is the revenue engine. A member who stays 6 months at $27/mo = $162 in recurring revenue from a $5 acquisition cost — and that's at the starting price before escalation.

PART 5: Decisions — Updated

Resolved (No Longer Needed)

Still Active

New Decision Points

PART 6: Build Order — Launch-Gated vs. Post-Launch

LAUNCH CONSTRAINT: Meta ads live midnight Tuesday May 26

That's 2 days from now (today is Friday May 23). Everything below is sorted by one question: does it block the May 26 launch?

MUST be done before May 26 (blocks launch)

Critical path: OTO2 page (#1) and OTO2 video (#2) can run in parallel. Everything else cascades from those two. If Kathryn films the video Saturday and Sloane/Arden build the page Saturday, integration (#3-#7) and testing (#8) happen Sunday. Monday is buffer. Ads go live midnight Tuesday.

CAN come after May 26 (does not block launch)

What This Means for May 24-25 (This Weekend)

Saturday:

• Kathryn films OTO2 video (30 min)
• Sloane writes OTO2 page copy from this brief
• Arden clones OTO1 HTML template, stands up the page shell

Sunday:

• Arden integrates video + copy into OTO2 page
• Arden/Kathryn creates ThriveCart product, MailerLite groups, webhooks
• Arden wires OTO1 → OTO2 → thank-you sequence

Monday (Memorial Day — buffer day):

• End-to-end test
• Fix anything broken
• Delivery email drafted (even if Notion page isn't live yet — include a "your project is being prepared" message with 24-hour delivery promise)

Tuesday midnight:

• Ads go live

PART 7: Files to Create After Approval

Removed from file list:

• ~~oto3-practice-audit-call.html~~ — OTO3 removed from funnel
• ~~Audit Call Framework~~ — no longer in scope
• ~~Audit Summary Template~~ — no longer in scope

Reid -- Strategist May 23, 2026