Cold stranger to paying client, live on your own domain and Stripe in 7 days.
Every week you see the payments settled in Stripe, reconciled with your ad spend.
A stranger becomes a paying client in about sixty steps. The ad is eight of them.
You get the ads, pages, checkout and reporting on your own domain. The same team maintains them, so a problem at step 41 goes back to the people who built step 40. The ringed steps show the advertising work.
Same team, same sixty steps. Three ways to pay for them.
Which one fits depends on what you have today. The teardown picks, or says none of them. Terms fixed in writing before kickoff.
Free, in writing, and sometimes a no.
How the work runs, and what to expect from us.
I built analytics models for banks and miners before this. The habit that stuck is not trusting a dashboard that grades its own work. Meta reports what it thinks it drove. Stripe reports what arrived. We report the second one.
Sixty Steps is small on purpose. I run the teardown, I build the stack, and if the arithmetic says no, the verdict says no. When it says yes, the terms put something of ours at risk, because a retainer that gets paid either way is the thing we are replacing.
Working notes from the accounts we run.
Send your numbers. Get a written verdict in five days.
It names Build at a date, Takeover at a target, Pay-Per-Show at a price, or says no and shows the figures that make it a no.
All sixty steps, written down.
The book documents the work, with receipts from our own accounts. Read it first and you will know exactly what you are paying for, or how to do it yourself.
By Ryan Richardson. 214 pages, $7 once.
Want one step taught in depth instead? Try a tiny course, $27.
We build your chain from cold stranger to paying client, live in 7 days on your own domain and Stripe.
For businesses with a live offer and no working funnel. $18,000, one build at a time, three a quarter. If it is not live in 7 days, the deposit comes back and we keep building for free.
Dear reader,
You have an offer people pay for. You do not have the machine that finds strangers and turns them into buyers, and you want to know the build cost and ongoing fees before committing.
The scope, price and late-delivery terms follow.
What is live at the end of day seven
One connected stack, on infrastructure in your name: a landing page and Stripe checkout on your domain, an ad account with creative and a testing pipeline running, a post-purchase email sequence, a booking and qualification form, and a weekly report reconciled to what settled in Stripe: cost per booked call, show rate, close rate.
This is roughly ten of the sixty steps: the ones that get money moving. One stack, one set of tools, no exceptions. Bespoke CRM work and the remaining steps come in month by month once the chain is live and we can see where it leaks.
Your ad spend is yours, paid to Meta in your own account. We recommend a budget in the teardown and never mark it up.
What you pay
$18,000 AUD, one-time. Half at kickoff, half at go-live. If you would rather spread it, three payments of $6,600, which costs a little more for the flexibility. The headline price does not get discounted.
This is the launch price for our first five builds. Once three results are published it rises to $25,000 to $35,000, and this page will say so when it does.
Compare the build fee with quotes that cover the same scope: creative, pages, checkout, email and reporting. Check who owns the source code and what ongoing fees apply.
The guarantee, in full
There is no performance number in this guarantee because we have not yet published one. We would rather promise the two things we control on day one, and cost ourselves something specific if we miss, than quote a result we cannot yet back.
After go-live
If you want us to keep running it, the account rolls into Takeover pricing: a percentage of spend starting at 20% and stepping down as spend rises, $2,500 a month minimum. Built clients skip the audit and the baseline is set at launch. Month to month.
If you want to stop, everything is already in your name. You get the asset export kit: a documented handover of domain, Stripe, list, CRM and ad account, with one call to walk through it. Nothing to buy back.
Capacity, and who this is for
Ryan handles the bespoke build work. The teardown defines the scope; the proposal confirms the start date.
P.S. The teardown tells you which of the three offers your numbers can carry. Send your figures and receive a document within five business days.
30% better results in 90 days, measured against settled payments in your Stripe account.
Miss the agreed improvement and eligible accounts receive up to 90 more days without a management fee. For businesses already spending $6,000+ a month on Meta with a live funnel. You keep the account and pay Meta yourself. We take a percentage of spend and put the number in writing before day one.
Dear reader,
You already spend real money on Meta. Some months it works, and most months you cannot say why, because the dashboard reports one number and your bank shows another.
The Takeover ties our fee to a written improvement target. The price and conditions follow.
What you pay, and what you don’t
You pay Meta directly, in your own account. We never touch the media money and we do not mark it up.
You pay us a percentage of what Meta billed, read off your account at month end. The rate steps down as spend rises.
Ninety-day minimum, to match the guarantee window, then month to month.
Our fee rises with spend. The guarantee below puts that fee at risk if the agreed result does not improve.
The guarantee: one number, locked first, read off Stripe
In the first fourteen days we lock a baseline from your last 90 days of Stripe-settled revenue and agree, with you, on one number to move: cost per settled sale, cost per booked call, or reconciled revenue per dollar of spend. Whichever the audit shows is leaking most. It is written into the agreement and does not move once set.
What you hold up: spend stays inside an agreed band (about ±20% of the level at audit), the offer and price stay stable, whoever takes the calls keeps taking them, and we keep read access to Stripe for the full 90 days. Change what is being measured and the test is no longer fair.
What pauses the clock, and extends it by the same length: a platform outage or policy change outside our control, a pause you ask for, or a seasonal trough you can show independently. Nothing is waived silently.
What free covers: our fee. Meta still bills you for media, which was never ours to waive.
The first ninety days
Days 1 to 14: audit and reconcile. Account structure, pixel and Conversions API check, creative fatigue, funnel leaks, and the gap between what Meta reported and what Stripe settled. Attribution windows, refunds and unmatched payments can leave the two systems reporting different figures. If the account is fine and the gap is small, we tell you that instead of inventing a problem.
Days 15 to 30: fix the foundation. Tracking repaired if broken, reconciliation dashboard live, first creative test batch running on our testing pipeline, and the first monthly feature scoped and shipped.
Days 31 to 90: run and prove. Weekly reconciled report, same day every week. Creative refreshed fortnightly. Months two and three ship their features. Day 90, the number is read against the baseline.
What each ad cost to run.
Matched payments, refunds and costs.
One change with a spending limit.
Creative needs a regular review. Compare recent spend and verified purchases, inspect what changed, and decide which new concepts deserve a bounded test.
One major change to the funnel, every month
On top of the weekly work, we ship one change each month to a conversion-controlling part of your funnel: a new landing page variant, a checkout order bump, an email or SMS flow, a qualification step before booking, a tracking upgrade. Something you can point to and say the funnel works differently now.
It is not fixed at signing. Each month we read the reconciled data and pick the biggest leak in the chain (cost per booked call, show rate, close rate, cost per settled sale) and fix that. If show rate is weak, that month is a qualification step. If checkout is leaking, it is an order bump. Creative refreshes and copy tweaks do not count.
Your time: about an hour a fortnight, to read the report and answer the questions only someone in your field can.
Who this is for, and who it is not
P.S. If you are wondering whether your numbers qualify, the teardown answers that. Send your figures and receive a document within five business days.
A block of ten qualified buyers, used only when one shows up to the call.
We pay for the media and build the funnel. You prepay a block of ten qualified shows at $150, $350 or $700 each, set by your offer size. A show that does not meet the criteria or does not turn up is replaced free and does not use the block.
Dear reader,
A retainer and media budget can be hard to commit to before you know what a qualified appointment will cost.
We fund the media. Your prepaid block is used when a qualified buyer turns up.
What your payment covers
We buy the media in our own ad account, with our own money.
We build the front end (landing page, offer, booking form, qualification, tracking) at our cost, whether it works or not. Real development on your domain, so there is no funnel software to keep paying for afterwards.
You pay $150, $350 or $700 per qualified buyer who shows, set by your offer size, in prepaid blocks of ten. Only shows that met the criteria use the block. Under-delivery leaves the block where it is. Over-delivery is not re-quoted.
What counts as a qualified show
A billable show is a booked appointment that met your qualification criteria at the time of booking and joined the call within ten minutes of the scheduled time. Nothing else is billed.
The criteria are set with you at kickoff and written into the agreement: a revenue or spend band that matches your buyer, decision-maker status, and any disqualifiers you name (wrong industry, wrong geography, wrong budget). Every show is a row in a ledger you can see, delivered to your list the same day with the answers that qualified it.
Disputes: flag a suspected bad show within 48 hours of the scheduled call and name the criterion it missed. We check the booking answers, and the recording if consented, against that criterion. A show that fails is not billed and is replaced free.
The price
The price per show is set in the teardown from your numbers: what a client is worth, how often a shown call becomes one, and what it will cost us to produce. It varies a lot by what you sell. The teardown checks first that a show is worth several times what we would charge for one, and if it is not, the verdict says so.
The price does not move once named. If acquisition gets harder after we quote, we find out in our account and you do not.
The fee is tied to qualified shows. Your bill is based on qualified shows.
Who is risking what
You put at risk: an hour on a call in week one, someone who takes the booked calls, a line back on each show within 48 hours, and the agreed price for each buyer who turns up.
We put at risk: the build, the media and the price. If no qualified buyer shows, the block does not run down.
What we do not sell: a close. The product stops at a qualified buyer on the call. If your close rate is the problem, you still pay for the show, and we will tell you where the leak is, but we cannot fix it from the ad account.
No term. Everything is yours on the way out.
Leave any month. The list, the pages, the creative and the source files go with you. We keep the ad account, because it is ours, and nothing else. If you later want the whole stack in your own name, Build does that, with real data from these months to build on.
P.S. The teardown sometimes says Takeover or Build instead, or says no. Either is cheaper for you than finding out three months in.
Before we sell you any of the three, we work out which one your numbers can carry.
Everybody who works with us has had their arithmetic run first, in writing. The verdict ends by naming Build at a date, Takeover at a target, Pay-Per-Show at a price, or saying no with the figures that make it a no.
Send your figures and receive a written verdict.
Three questions, asked in order.
Send me your numbers.
Send figures from a representative period, including weaker months. Label estimates where records are missing.
If you do not track one of those, say so. We will identify what is missing before quoting.
The teardown is available whenever you have the figures. Would rather say it out loud? Book a call. It changes nothing about the order.