# OBD Launch — The Mid-Year Reset **Client:** Organize by Designe (Nichole Gehman) **Window:** 4 weeks **Date drafted:** 2026-05-04 --- ## What we're launching **Three products, one launch — built as a Hormozi value ladder.** Each one anchors the next. ``` $9 workbook → FREE Skool community → $7,997 Cohort (self-select) (the gate · the anchor) (premium · cash flow) ``` The Skool community is the **content gate** for the launch. Cohort details — pricing, what's included, application — are only shared inside Skool. Emails and ads route there, not to the application page directly. This filters the audience, builds an owned channel, and sets up the future-pricing anchor ($500/yr Q4 → $1,000/yr 2027) so current members are *locked in for life*. **Read this in order:** 1. **`00-PLAN.md`** (this file) — overview 2. **`08-skool.md`** — the heart of the strategy. Hormozi value-equation framing, the gate mechanic, channel structure, future-pricing anchor 3. **`05-application.md`** — the cohort application form 4. The rest — emails, ads, sales pages, daily content ### 1. The Documentary Cohort — "The Mid-Year Reset" The premium tier. **10 homes only.** Full home reset (~24 hours of organizing) + 6 months of monthly follow-up resets, *normally* $10–12K of service. Application required. Clients trade light documentation rights (interview, before/after photos, short testimonial) for the full package. **Why it works:** - "Documentary" reframes the trade away from "discount" — Nichole isn't dropping price, the client is contributing something - Cap of 10 = scarcity is real, not manufactured - 6 months of follow-up is the real $ saved (and Nichole's been doing it informally — now it has a name) - Generates the video/photo content she needs for ads in Q3/Q4 **Positioning:** "I'm filming the year I let homes — and the women living in them — actually exhale." ### 2. The Skool Community — *Inner Circle* ⭐ **Free, lifetime access** for everyone who joins during the launch. The content gate for The Mid-Year Reset cohort — all pricing, application, Q&A happens inside. **Future pricing (announced openly in the community):** - Q4 2026 → $500/year for new members - 2027 → $1,000/year Current members are **locked at $0 forever**. This is straight Hormozi *Value Flip* anchoring — every member sees the price climb and feels their lifetime spot is the win. **Why it works:** - Filters audience (clicking "join community" is a 5-10× warmer signal than "learn more") - Owned channel (Meta-independent, deplatform-proof) - Pricing anchor for the future - Cohort applications happen inside a warm container, not from a cold email - Becomes recurring revenue starting Q4 **See `08-skool.md` for full structure, channels, weekly content, and onboarding sequence.** ### 3. The Letting Go Companion — `letting-go.pages.dev` The $9 entry point. The interactive workbook by Nichole + Kate Fish, LMFT. Lifetime access. Sold as the lowest-friction yes for people who aren't ready for community or cohort. **Why it works:** - Builds Nichole's email list (everyone who buys, opts in) - Pays for ads (literally — every $9 = part of a click) - Self-selects intent: workbook buyers are pre-qualified for Skool/Cohort upsells --- ## The 4-week sequence (calendar) | Week | Mon–Wed | Thu–Sun | Goal | What ships | |---|---|---|---|---| | **1 — Warm-up** | Hot-segment emails ask for replies (rebuild domain authority) | Letting Go workbook **soft launch** at $9 | Reactivate the list, validate the lower-priced product | E1, E2, E3 | | **2 — Priming** | Story-led emails: "Why I'm filming this year" | Brand awareness retargeting ads start (frequency 2–5) + countdown ads ("14 days" / "13 days" / etc.) | Build curiosity. *Tease* the cohort, don't open it. | E4, E5, E6 + ads | | **3 — Open cart** | **Monday: Live webinar/IG Live.** Application opens. | Daily emails. FAQ live Saturday. | 10 applications submitted. | E7–E14 + webinar script | | **4 — Close & re-open** | Cart closes Sunday night. | Thu re-open ("we got asked"), Sat close. | Fill any unfilled slots with people who hesitated. | E15–E19 + re-open ads | --- ## Audience segmentation (use Klaviyo) Pull from GHL. Three segments: 1. **Hot** (~150–250 people) — booked a VCC in last 90 days, opened recent email, or replied. **Gets everything.** 2. **Warm** (~600–900) — opened any email in last 6 months. **Gets weeks 2–4.** 3. **Cold** (~rest of the 1,735) — old subs. **Gets weeks 3–4 only**, lower frequency. Do NOT email all 1,735 from day one. Klaviyo will throttle and reputation will suffer. --- ## Decisions Nichole needs to make before week 1 | Decision | Options | Default if no answer | |---|---|---| | Documentary cohort price | $4,997 / $7,997 / $9,997 | **$7,997** (positioned as $12K value) | | Payment plan? | Yes / No / Re-open week only | **Re-open week only** (rewards early action) | | Webinar live or pre-record? | Live IG / Live Zoom / Pre-record | **Live IG** (lowest friction) | | Companion app price | Free / $9 / $19 | **$9** — buyers self-select intent | | Filming yourself? | iPhone solo / hire videographer | **iPhone solo for week 3, hire for cohort itself** | --- ## What's in this folder - **`01-emails.md`** — Full sequence, 19 emails, ready to paste into Klaviyo - **`02-ads.md`** — Brand awareness, countdown, social proof, re-open ad copy - **`03-webinar-script.md`** — 60-min outline with timing - **`04-sales-page.md`** — Cohort sales page copy + companion app sales page - **`05-application.md`** — Documentary cohort application questions - **`06-daily-content.md`** — 21 days of IG/Reels prompts for Nichole - **`07-checklist.md`** — Day-by-day launch checklist --- ## The one thing this launch is built around > "We need cash flow before we can scale the ads. The fastest way to get cash flow without dropping price is to put 10 premium slots in front of the warmest part of the list — and use the launch itself to generate the content that funds the next quarter of ads." Everything else serves that.