The Mid-Year
Reset.
A 4-week, three-product launch built on Hormozi's value equation. Ten homes. One free community. One workbook. One season's worth of cash flow.
The thesis
Cash flow before scale. Ten premium slots in front of the warmest part of the list, gated through a free community where the future-pricing anchor sets up Q4 and 2027 revenue. The launch itself generates the documentary content that funds next quarter's ads.
Three products, one ladder.
Each tier feeds the next. Cold prospect → workbook buyer → community member → cohort applicant.
Letting Go Workbook
The interactive web app by Nichole + Kate Fish, LMFT. Self-selects intent. Builds the email list. Pays for ads.
Inner Circle (Skool)
The content gate. The only place cohort details live. Future plans: $500/yr Q4 → $1,000/yr 2027. Current members locked in.
Mid-Year Reset Cohort
Full home reset + 6 months of monthly follow-ups + priority text + workbook + lifetime Circle + 50% guarantee.
Four weeks. One arc.
Reactivate the list. Soft-launch the workbook.
Email the Hot segment (~150–250 people). Ask for replies (the strongest deliverability signal). Drop the $9 workbook to validate the audience and warm Klaviyo's sending domain.
Story-led emails. Skool opens. Brand-awareness retargeting + countdown ads begin.
Tease the cohort without selling. Open the Inner Circle and start moving warm traffic into it. Begin the daily countdown ads (14 → 8 days). Frequency cap 2–5/week per person.
Applications open inside the Circle. Live walkthrough Monday. Daily emails. FAQ Saturday.
The whole launch routes through Skool. Application page lives in the 🎬 Cohort channel. Apply Now ads at $30–50/day. Goal: 8+ applications by Sunday close.
Three days of silence. Thursday re-open with new terms (payment plans, no early bonuses). Saturday close.
Read applications Mon–Wed. Selection emails out. If under-filled, run the "we got asked" re-open Thu–Sat. New terms preserve fairness to first-week buyers.
Built on Hormozi. Visibly.
Nichole is re-reading $100M Offers. Every move below is mapped to a specific chapter so she can see the framework in action.
The Value Equation
Value = (Dream Outcome × Perceived Likelihood) ÷ (Time Delay × Effort & Sacrifice)
| Hormozi term | How we use it | Chapter |
|---|---|---|
| Dream Outcome | A home that exhales. A nervous system that doesn't tighten when you walk in. | Value Equation |
| Perceived Likelihood | Live access to Nichole + Kate (LMFT) + a roster of women already mid-journey in Skool. | Value Equation |
| Time Delay | Daily prompts, weekly lives, reset starts the day they join. | Value Equation |
| Effort & Sacrifice | Skool is free, browser-based, one-click. Workbook is $9. | Value Equation |
| Anchoring | $1,000/yr (2027) → $500/yr (Q4) → $0 (now). Lifetime locked in. | Pricing: The Value Flip |
| Stacking | $13,250 of bundled real value sold at $7,997. | Bonuses |
| Scarcity | 10 homes. Cap is real, not theatrical. | Scarcity |
| Urgency | Sunday-midnight close. Batman re-open Thu–Sat. | Urgency |
| Risk Reversal | 50% refund if no shift by month 3 + 3 free months continue. | Guarantees |
| Naming | "The Mid-Year Reset" / "Inner Circle" — emotional, not feature-named. | Enhancing the Offer |
Skool is the gate.
Cohort details — pricing, what's included, application — live only inside Skool. Emails and ads route there, not to the application page. Four reasons:
Filters
People who click "join community" are 5–10× warmer than people who click "learn more." The friction is the filter.
Owned channel
Meta can deplatform tomorrow. Klaviyo gets temporary reach. Skool is forever.
Future revenue
Q4: $500/yr. 2027: $1,000/yr. New members watch the price climb — current members feel locked in.
Warmer conversion
Skool launches typically convert 8–15% of warm members into cohorts. Cold email is 0.5–2%.
The future-pricing anchor (pinned post)
💵 Q4 2026 — New members will join at $500/year.
💵 2027 — New members will join at $1,000/year.
You are locked at lifetime. No recurring charge. Ever.
$13,250 stacked. $7,997 sold.
The guarantee.
I can offer this because I've never had a client get to month 3 and not feel it. But I want you to know I'm staking my fee on it. — Nichole
This is straight from the Guarantees chapter in $100M Offers. Why it works: we're not promising a perfect outcome. We're staking real money on a measurable shift. That's the kind of guarantee that makes "no" feel irresponsible.
The full email sequence.
Click any email to expand. Full copy is in 01-emails.md.
Week 1 · Warm-up (Hot only)
Subject: can I ask you something?
Preview: No agenda. Just a question.
Hi [first name],
I'm putting something together I haven't tried before, and before I tell anyone about it, I want to ask one question of the people who already know my work.
What's the one room in your home that, if it were finally settled, would change the way the rest of your week feels?
Just hit reply with a sentence or two — I read every one. I'll tell you what I'm building soon.
— Nichole
Story-led email about a client and seven inherited sets of dishes — full copy in 01-emails.md.
Drops the $9 workbook to the warm list. CTA: letting-go.pages.dev
Week 2 · Priming (Hot + Warm)
The "I'm filming this year" email. CTA routes to Skool, mentions $500/yr Q4 → $1,000/yr 2027 anchor.
Sets up the 6-month follow-up as the real product, not the bonus.
The transparent "here's exactly what's in it" email. Sets expectations before applications open.
Week 3 · Open cart (All segments)
Two-step CTA: join Skool → find applications in the 🎬 Cohort channel.
Sent right after the IG Live ends. Replay link + answers to the two most common live questions.
The Megan story, paraphrased to soften the ask.
Walks through the value stack. Doesn't apologize. Frames the price as a bundle, not a discount.
Real testimonial about how Brenda's mornings changed.
Logistics email · "first-round vs second-round" creates micro-urgency.
Saturday FAQ live. Casual. No slides. Drives last-minute applications.
Final-day email. References stacked value, the 50% guarantee, and the lifetime Skool access.
Week 4 · Re-open (Warm + Cold)
The Batman re-open. Honest framing: "8 of 10 confirmed, 2 slots opened, here's why the terms are different."
Walks them through Saturday → first session → 6-month rhythm.
One sentence + the link. Final hours.
Closes the launch with grace. Soft pitch back to the workbook for those who didn't apply.
An ethically-edgy email written to "members" but sent to non-buyers. Drives waitlist for next launch. Skip on launch #1.
The creative pack.
Total budget: $1,200–$2,000. All ads from week 2 onward route to Skool, not the application page.
Week 2 · Brand awareness
The hardest room
Soft photo of organized closet. No CTA pressure. Goal: impressions on warm audience.
Seven sets of dishes
Vintage china photo. The grief-as-clutter angle.
Nichole on camera
Selfie-style. Honest. Tease the cohort.
Week 2–3 · Daily countdown ads (14 → 1)
Same template, different Roman numeral + phrase per day. Sage gradient background. Schedule all 14 in advance.
"The room you avoid is calling."
"Ten homes. That's the cap."
"What if home stopped asking?"
"One week until applications open."
"Are you the one of ten?"
"Tomorrow at 9am."
Week 3 · Cohort open
Applications open · inside the Circle
CTA → Skool URL. Mentions the 50% guarantee + future $500/$1,000 pricing anchor.
Same hands. More of them.
The Hormozi-style comparison table.
Brenda's note
Run after first apps come in.
Week 4 · Re-open
Two slots opened
Selfie-style. Honest. Through Saturday only.
The Monday live.
Five sections. Mon Week 3 at 7pm CT. Replay saved to Skool's 🎙 Replays channel for 24 hours on IG.
-
1
Open · 5 min
Wait for joiners. Read names. Set agenda: 5 things in 60 min, replay 24 hrs, applications already open.
-
2
The story · 10 min
Megan's doorway. The line that turned it. The pivot to "I'm done with one-time projects."
-
3
The teach · 15 min
Three teaching points · 5 min each:
• Clutter is a nervous-system response, not a discipline problem.
• The hardest part isn't sorting, it's meaning.
• Maintenance is the actual product. -
4
The offer · 15 min
Walk through the 5 components + 4 bonuses. The $13,250 stack. The $7,997 price. The 50% guarantee. The 10-home cap.
-
5
Q&A + close · 15 min
Read questions live. Answer fully. Close with the apply path: "join the Inner Circle, find the application in the 🎬 Cohort channel, takes 10 minutes."
The sales pages.
/the-mid-year-reset
The cohort sales page. Hero · "This is for you if…" · The 5-component breakdown · Investment table · Megan story · How it works · FAQ · Final CTA.
Full copy in 04-sales-page.md
/letting-go-workbook
The $9 companion page. Hero · What's inside (7 features) · Authors (Nichole + Kate) · Pull quote · Light FAQ.
Full copy in 04-sales-page.md
The application form.
19 questions across 5 sections. ~10 minutes to complete. Built in Tally or GHL. Submit fires Klaviyo automation + notifies Nichole.
The basics (Q1–6)
The home (Q7–10)
The why (Q11–13)
Logistics & fit (Q14–17)
The documentary part (Q18–19)
Full 19-question form in 05-application.md
Daily social calendar.
One prompt a day so Nichole never has to invent a post. Format flexes to her time (Reel, Story, post, comment).
Week 1 · Reactivate
Week 2 · Prime the cohort
Week 3 · Open cart
Week 4 · Quiet → Re-open
Launch checklist.
Click any item to mark done. Saves to your browser automatically.
Pre-launch · Tech
Pre-launch · Skool
Pre-launch · Creative
Pre-launch · Email
Week 1
Week 2
Week 3 · Open cart
Week 4 · Re-open
Post-launch
The files.
Every markdown file in /launch/assets/. Open them for the full text.