00
The 30-Day Pipeline

Module 00

The Ground Rules
6 lessons · 41 minutes

What we cover

  1. 1Why people fail this. It is not what you think.7 min
  2. 2The thirty day contract6 min
  3. 3What a pipeline actually is9 min
  4. 4The only numbers you need8 min
  5. 5What to do when you fall behind6 min
  6. 6How to use this room5 min
1
Module 00 · Lesson 1

Why people fail this. It is not what you think.

7 min
ON SCREEN: Face, full frame, whole lesson. No slides. This one is a conversation, not a presentation.
Module 00 · Lesson 1 · by the end of this lesson
You know the four real reasons people do not finish, you have identified which one is most likely yours, and you have written the specific counter for it.
Module 00 · Lesson 1 · the shape of this lesson
01
One. They never book the time
02
Two. They get stuck on something small and do not ask
03
Three. They try to make it perfect before it is live
04
Four. They quietly decide it is not the right time
The order matters
Module 00 · Lesson 1
01

One. They never book the time

Module 00 · Lesson 1
02

Two. They get stuck on something small and do not ask

Module 00 · Lesson 1
03

Three. They try to make it perfect before it is live

Module 00 · Lesson 1
04

Four. They quietly decide it is not the right time

Module 00 · Lesson 1 · the worksheet for this lesson
W00.1YOUR FAILURE MODE
OBJECTIVE
Name the one thing most likely to stop you, before it does, and put a mechanism against it.
STEP 1, Pick yours
Tick the one that is most likely to be you. Not the one that sounds best. One only.
A. I will not book the time. I intend to do it in the gaps.
B. I will get stuck and not ask. Something small will break and I will sit on it.
C. I will polish instead of publish. I will rewrite the headline instead of launching.
D. I will let something urgent bump it. Work will blow up and this gets dropped.
STEP 2, What it has cost you before
Write one specific example of a time this exact pattern cost you something. Real one, with a date if you can.
STEP 3, Your mechanism
Not a promise. A thing that exists in the world whether you feel like it or not.
If you picked A, your mechanism is calendar blocks with names on them.
If you picked B, your mechanism is a rule: anything stuck for more than 30 minutes goes in the community that day.
If you picked C, your mechanism is a deadline you tell someone else about.
If you picked D, your mechanism is deciding NOW what gets dropped instead.
My mechanism is:
Continues. Full worksheet in the resources below this video
Module 00 · Lesson 1 · you leave this lesson with

Your named failure mode and its counter, posted in your Skool intro thread so it is public.

Worksheet 00.1 is in the resources below this video
2
Module 00 · Lesson 2

The thirty day contract

6 min
ON SCREEN: Face for the first two minutes, then screen share of a real calendar while you block time live. Back to face for the close.
Module 00 · Lesson 2 · by the end of this lesson
You have three named build blocks in your calendar for the next four weeks and you know the daily minimum that keeps you on track.
Module 00 · Lesson 2
WEEK 190 min90 min90 minWEEK 290 min90 min90 minWEEK 390 min90 min90 minWEEK 490 min90 min90 minPlus ten minutes a day, every working day, you open the classroom
Three blocks a week, four weeks. That is the whole ask.
Module 00 · Lesson 2 · the shape of this lesson
01
about ninety minutes, three times a week
02
you do not book over them
03
if you miss one, you move it, you do not skip it
04
Ten minutes a day, every working day, you open the classroom
Module 00 · Lesson 2
01

about ninety minutes, three times a week

Module 00 · Lesson 2
02

you do not book over them

Module 00 · Lesson 2
03

if you miss one, you move it, you do not skip it

Module 00 · Lesson 2
04

Ten minutes a day, every working day, you open the classroom

Module 00 · Lesson 2 · the worksheet for this lesson
W00.2THE THIRTY DAY CONTRACT
OBJECTIVE
Time in the calendar, not intentions in your head.
STEP 1, Your three blocks
Write the actual days and times. Be specific. "Mornings" is not a time.
Block Day Start End
Pipeline Build 1
Pipeline Build 2
Pipeline Build 3
All three are in my calendar as recurring, for the next 4 weeks
They are named Pipeline Build, not something vague
I have told whoever needs to know that these are unavailable
STEP 2, Your ten minute slot
When, every working day, do you open the classroom? Attach it to something you already do.
"After , I open the classroom for ten minutes."
STEP 3, The bump rule
When something tries to take a Pipeline Build block, what happens?
I say no
I move it to the same week
I never delete it
Continues. Full worksheet in the resources below this video
Module 00 · Lesson 2 · you leave this lesson with

Recurring build blocks in your own calendar, screenshotted and posted.

Worksheet 00.2 is in the resources below this video
3
Module 00 · Lesson 3

What a pipeline actually is

9 min
ON SCREEN: Screen share of a simple drawn diagram, built up stage by stage as you talk. Face for the open and close.
Module 00 · Lesson 3 · by the end of this lesson
You understand the five stages every business's lead flow passes through, you can name where yours leaks, and the rest of the course stops sounding like jargon.
Module 00 · Lesson 3
CaptureSpeedFollow upShow upClosethe ones who fall through the gapsYOUTHE CUSTOMERA pipeline is not marketing. It is the bridge.
No bridge and it does not matter how many people turn up on your side
Module 00 · Lesson 3
PUTS THEIR HAND UPanswered in 5 minuteswinsanswered next daytoo lateThey do not pick the best one. They pick the first one.
The cheapest thing on the list to fix, and it moves more money than anything else
Module 00 · Lesson 3
you chasethis oneyou already paid for these fourand you are choosing not to collect themMost businesses try once, maybe twice, then stop.
This is the cheapest money in your business
Module 00 · Lesson 3
Capturehands go up70%Speedhow fast you answer70%Follow upthe ones who went quiet70%Show upthey actually turn up70%Closethe conversation itself70%70% × 70% × 70% × 70% × 70% = 17%They multiply. They do not add.
Which is why the fix is almost never “get more leads”
Module 00 · Lesson 3 · the shape of this lesson
01
Three. Follow up
02
Four. Show up
03
These multiply, they do not add
The order matters
Module 00 · Lesson 3
01

Three. Follow up

Module 00 · Lesson 3
02

Four. Show up

Module 00 · Lesson 3
03

These multiply, they do not add

Module 00 · Lesson 3 · the worksheet for this lesson
W00.3YOUR CURRENT PIPELINE
OBJECTIVE
See your own five stages, with real numbers, before we change any of them.
STEP 1, Fill in what you know
Write "no idea" where you do not know. That is a real answer and it is useful.
Stage The question Your number
1. Capture How many enquiries a month?
How many are actually worth calling?
2. Speed How long until a human replies?
Can you prove that, or is it a guess?
3. Follow up How many times do you chase a non-responder?
Is it a system or is it whoever remembers?
4. Show up Out of 10 who book, how many turn up?
Do you send reminders?
5. Close Out of 10 who show, how many buy?
What happens to a "let me think about it"?
STEP 2, Count your blind spots
How many did you answer with "no idea"? out of 10
STEP 3, Your weakest stage
Looking at the five, which is worst? Trust your gut, you are usually right.
Continues. Full worksheet in the resources below this video
Module 00 · Lesson 3 · you leave this lesson with

Your own funnel drawn out on the worksheet with your current numbers written against each stage.

Worksheet 00.3 is in the resources below this video
4
Module 00 · Lesson 4

The only numbers you need

8 min
ON SCREEN: Screen share of a real anonymised ad account, pointing at each number as you name it.
Module 00 · Lesson 4 · by the end of this lesson
You can read the six numbers this course uses, in plain English, and you will not nod along to a term you do not understand again.
Module 00 · Lesson 4 · the shape of this lesson
01
Cost per lead
02
Cost per qualified lead
03
Cost per acquisition
04
Cost per lead is a flattering number
Module 00 · Lesson 4
01

Cost per lead

Module 00 · Lesson 4
02

Cost per qualified lead

Module 00 · Lesson 4
03

Cost per acquisition

Module 00 · Lesson 4
04

Cost per lead is a flattering number

Module 00 · Lesson 4 · the worksheet for this lesson
W00.4THE SIX NUMBERS IN YOUR OWN WORDS
OBJECTIVE
Define each one yourself. Copying my definition does nothing.
STEP 1, In your own words
Number What it means, in your words Your current figure
Cost per lead
Cost per qualified lead
Conversion rate
ROAS
Cost per acquisition
Lifetime value
STEP 2, The gap
Cost per lead: € Cost per qualified lead: €
The gap between them is: €
If you could not fill the second one, write why:
STEP 3, The one you will be judged on
Of the six, which number will you use to judge whether this whole thirty days worked?
________________________________
FINAL REMINDER
If anyone ever shows you a cost per lead without showing what happened after the lead, ask what happened after the lead. Including me.
Continues. Full worksheet in the resources below this video
Module 00 · Lesson 4 · you leave this lesson with

The plain-English definition sheet filled in, in your own words.

Worksheet 00.4 is in the resources below this video
5
Module 00 · Lesson 5

What to do when you fall behind

6 min
ON SCREEN: Face, whole lesson. This one is personal, no slides.
Module 00 · Lesson 5 · by the end of this lesson
You have a written recovery protocol, decided now, so the day it happens you follow a plan instead of making a decision while feeling bad.
Module 00 · Lesson 5 · the shape of this lesson
01
Do not try to catch up
02
Do the next thing instead
03
Post that you are behind
04
Come to the weekly call anyway
05
Falling behind is not a signal that this is not for you
Module 00 · Lesson 5
01

Do not try to catch up

Module 00 · Lesson 5
02

Do the next thing instead

Module 00 · Lesson 5
03

Post that you are behind

Module 00 · Lesson 5
04

Come to the weekly call anyway

Module 00 · Lesson 5
05

Falling behind is not a signal that this is not for you

Module 00 · Lesson 5 · the worksheet for this lesson
W00.5YOUR RECOVERY PROTOCOL
OBJECTIVE
Decide now what happens when you fall behind, so you do not decide it while demoralised.
STEP 1, The protocol
Tick each one to commit to it.
I will not try to catch up in one session. That never works.
I will open the classroom and do the next lesson, not the missed one.
I will post publicly that I am behind, the same day I notice.
I will come to the weekly call even if I have done nothing.
STEP 2, Your trigger
How will you know you have fallen behind? Be specific.
"I am behind if ."
(Good example: if I miss two Pipeline Build blocks in a row.)
STEP 3, Your first move
The moment that trigger fires, the very first thing I do is:
STEP 4, Your person
Name one person, in or out of this programme, you will tell.
________________________________
FINAL REMINDER
Continues. Full worksheet in the resources below this video
Module 00 · Lesson 5 · you leave this lesson with

Your recovery protocol written and posted.

Worksheet 00.5 is in the resources below this video
6
Module 00 · Lesson 6

How to use this room

5 min
ON SCREEN: Screen share of the Skool community, showing the categories and a well-formed question.
Module 00 · Lesson 6 · by the end of this lesson
You know how to ask for help in a way that gets it answered fast, what the response times actually are, and where the line is on what we do for you.
Module 00 · Lesson 6 · the shape of this lesson
01
How to ask so you get answered fast
02
Response times, honestly
03
Post your wins
04
I clone the system into your account and hand you the keys. That takes me about twenty minutes
Module 00 · Lesson 6
01

How to ask so you get answered fast

Module 00 · Lesson 6
02

Response times, honestly

Module 00 · Lesson 6
03

Post your wins

Module 00 · Lesson 6
04

I clone the system into your account and hand you the keys. That takes me about twenty minutes

Module 00 · Lesson 6 · the worksheet for this lesson
W00.6YOUR FIRST POST
OBJECTIVE
Use the room once, now, while it is easy, so it is not strange later.
STEP 1, The three-part question format
Practise it, even if nothing is broken yet.
What I was trying to do:
What actually happened:
Screenshot attached: [ ] yes
STEP 2, Post one of these today
An intro (business, buyer, your one 30-day number)
A question you already have
Your failure mode and mechanism from Worksheet 00.1
STEP 3, The boundary, in your words
What are you responsible for building yourself?
What does TGB do for you?
FINAL REMINDER
The members who finish are almost always the ones who posted in week one. It is not a coincidence and it is not about personality. Posting once makes posting again easy.
Downloadable under this lesson in the classroom
Module 00 · Lesson 6 · you leave this lesson with

Your first real question or win posted.

Worksheet 00.6 is in the resources below this video
End of Module 00

Post your proof
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