# Miles Mortensen (ISOM) — Client Doc

# Miles Mortensen

> Yoga and movement coach based in Bali. 130k Instagram following, 2.5k email list, strong audience but no business infrastructure. Came in looking to build funnels, automations, and a coherent product ecosystem.

---

## Stage 1 Context Summary

One-page brief. Anyone picking up this engagement should be able to read this and be operational.

**Client:** Miles Mortensen, yoga and movement coach (handstands, backbends, flexibility, mobility). Australian, 14 years in London, based in Bali since Jan/Feb 2026. Wife pregnant, baby due ~mid-May 2026.

**Brand:** **ISOM** (Inverted State Of Mind) at [invertedstateofmind.com](https://invertedstateofmind.com). Brand thesis: yoga is the vehicle, human development is the destination. Counter-stereotype identity (heavy metal, gym, yoga) is an authentic and intentional angle. Anchor positioning quote: *"The Inverted State of Mind was always about flipping your thinking. Handstand is the vehicle, but the real thing is: what is possible?"*

**Audience:** 130k IG (organically built, no system), 2.5k email list (low engagement: 53% open, near-zero CTR). ~80% female, 25-50, English-speaking Western markets. ICP work is unusually mature: 55 sales calls already analysed, 5 segments and 5 personas mapped with frequency-ranked pains, desires, and language. Top pains: lack of structure (76%), plateau (69%), fear of falling (56%). Top desires: control (85%), confidence (80%), teaching authenticity (42%, 100% of teachers).

**Engagement:** Discovery 2026-02-20, kickoff 2026-03-04. **Commercial: 20% of net profit attributable to Alch's work**, no upfront fee, Pablo-tracked attribution. Organic, in-person and existing coaching client revenue excluded.

**Team:** VA Jan (onboarding as community manager). No one else. Andy (Impact Academy owner) coaches Miles informally. Separate sales coach via Impact. Setter starting June 2026.

**Stack:** Pablo (central hub: products, funnels, attribution, email), Discord (community), Substack (long-form), Everfit (structured training), Klaviyo migrating into Pablo, Zapier for gaps. YouTube deferred.

**Status (2026-05-19):** Zero products live yet. Ads paused — Instagram "no ads" opt-out subscription Miles accidentally signed up to, expected to resolve end of May. 140 leads previously into handstand assessment. Discord live, existing coaching clients onboarded as first wave. 28-day email-driven flow agreed at 2026-05-19 standup combining existing 7-day Pincher / Strength / Handstand blueprints. Visual production (banner + 3 product covers) due at tomorrow's call.

**Strategic anchor:** Community subscription ($99/m, Pablo + Discord) is the public sell. 1:1 coaching ($400 / $1,200 / $1,600) sits behind a book-a-call funnel offered from within the community and via PS CTAs on email broadcasts. Revenue target: **$600K/yr** with heavy weighting to 1:1 (70%) over digital (25%).

**Next in our delivery process:** Stage 2 (lock the existing ICP work as canonical). Stages 5-7 mostly in flight already: visuals, community LP polish, 28-day email sequence write-up.

**Dossier:** the breathing research and reference layer lives at [[dossier/_index|ISOM Dossier]]. This client doc is the executive summary; the dossier is the data we mine for every campaign. As of 2026-05-19 the **Avatars** section is populated from Miles's existing audience work; the rest are stubs.

---

## Who He Is

- Yoga and movement specialist: handstands, backbends, flexibility, mobility.
- Website: [invertedstateofmind.com](https://invertedstateofmind.com)
- Based in Bali (since Jan/Feb 2026). Previously London for 14 years. Originally Australian.
- Wife recently pregnant (baby due ~May 2026). Wife also has ADHD.
- Referred by Jha (transcribed as "Jarvis" / "Jar" in early calls — confirmed 2026-05-19).
- Formerly worked with Impact Academy (yoga teacher business education). Still on good terms with Andy (owner) who coaches him informally. Has a weekly sales coaching call through Impact with a separate sales coach.

---

## Audience and Reach

| Channel | Size |
|---|---|
| Instagram | ~130,000 followers (May 2026; was 120k in March, ~10k organic growth) |
| Email list | ~2,500 subscribers (stagnant, 53% open rate, near-zero click-through) |

Audience was built largely organically and ad hoc — no deliberate system. Content went dark late 2025 due to constant travel and personal circumstances. Rebuilding from early 2026.

---

## Business at Time of Engagement

- Income sources: in-person workshops and retreats, one-to-one coaching (in person + online), some online courses.
- ~55 active coaching clients at engagement start (peaked at 70). Targeting £20k months.
- Previously ran courses through Impact Academy. Found it too limiting — cookie-cutter funnels, no upsell path.
- Coaching sales page built with Lovable. Website on Squarespace but underused.
- Has a VA for admin tasks, but no automation — everything manually handed off.
- No funnels. No email sequences. No self-serve sales infrastructure.
- Sending two emails/week manually: one story newsletter, one value/CTA email. Using MailerLite.
- Using Everfit for client management and community forum. Tried Discord — too scattered. Aspiration to move to Discord when community is large enough.
- Heavy Claude user: put 55 sales call recordings into Claude for audience analysis and content prompt generation.

---

## Pain Points

- Everything feels scattered. What worked was instinct and luck, not system.
- 120k followers but no mechanism to convert them reliably.
- Newsletter neglected: 2.5k subscribers sitting idle.
- Too reliant on Instagram DMs and manual sales calls for conversions.
- No entry-level product — only targeting existing yoga practitioners, missing a beginner market.

---

## Goals (stated, Feb 2026)

1. Build and properly utilise the email list.
2. Automated email nurture sequences that generate bookings without DM selling.
3. Online courses selling passively in the background.
4. A coherent product ecosystem — everything connected.
5. Remove or minimise discovery/sales calls.
6. Free himself up to focus on content and client delivery.

---

## Agreed Strategy

### Product Ladder (five tiers)

1. Free lead magnet — broad/beginner appeal, solves one problem immediately (e.g. wrist pain in handstands)
2. Low-ticket digital product (~£15) — impulse buy, e.g. complete handstand program
3. On-demand subscription library (~$30/month) + standalone 8-week programs — structured like PT programming, not follow-along classes. Bonus drill library and mindset content included.
4. 3-week mini cohorts — 3 pre-recorded lessons/week + live weekend call + upsell to 1:1 at end
5. One-to-one coaching (high-ticket, reserved for committed buyers)

Community product: monthly live online masterclass (flow or skill focused), recordings archived in library.

### Audience

~70-80% female, 20-30% male. Miles wants to push more toward men — his counter-stereotype identity (heavy metal, gym, yoga) is an authentic angle. Resists targeting desk workers or pure beginners — not his world. Sub-branches like body weight strength for yoga beginners and arm balances are fair game as accessible lead magnet content without Miles having to teach that audience directly.

### Tech Stack

- Pablo as central hub (products, funnels, attribution dashboard, email)
- Klaviyo: migrating list to Pablo (April 2026 decision — all email in-house, no split tooling)
- Everfit: retained for structured client training programs, linked from within Pablo
- Discord: new server to be created, existing coaching clients invited as first community wave
- Substack: agreed as evergreen host for long-form philosophical writing — not a publication schedule, just a repository that feeds email, YouTube, and Instagram
- Zapier for anything that doesn't connect natively
- YouTube: deferred until Instagram rhythm re-established

### Three-Phase Roadmap

- **Phase 1 (months 1-3):** Digitalise. Pablo setup, email flows, lead magnets live, remove reliance on sales calls.
- **Phase 2 (months 2-3):** Launch. Flagship product, launch plan, aligned content calendar, testimonials.
- **Phase 3 (months 4+):** Scale. Analyse data, increase ad spend (self-liquidating: low-ticket covers ad cost, upsells generate margin), launch again.

### Commercial Terms

- **20% of net profit** attributable to Alch's work (after ad spend and payment processing fees)
- **No upfront fee**
- Attribution tracked via Pablo dashboard — funnels/ads Alch builds only. Organic/in-person relationships excluded. Existing coaching clients excluded.
- Miles confirmed verbally: "I'm down."

---

## Brand Core (March 2026)

Miles articulated the emotional depth of ISOM clearly in the March 30 call. Worth preserving verbatim in spirit:

> "The Inverted State of Mind was always about flipping your thinking — challenging constricting beliefs. Handstand is the vehicle, but the real thing is: what is possible? We use the body to understand the mind. The slogan was 'you are your creator.' The coolest thing with handstand is they feel more empowered, stronger, they move better. Even if it's not the handstand — one girl I coach, every journal entry is 'I've never felt stronger, I've never felt more confident.' She's in the gym now making friends with the calisthenics guys. It's about moving through the body to feel stronger and more open so you can move with the greatest strength within your life."

This is the emotional transformation beneath the physical product. All copy and positioning should anchor here.

---

## Strategy Evolution

### March 2026 Pivot

Following Impact Summit with Anton (sales coach) and Andy (owner), strategy was significantly sharpened:

**Community product takes full priority.** The standalone custom program ($400) was dropped as a promoted offer — too short-lived as a conversion point. All focus now on:

**Community product (Pablo + Discord):**
- $99/month subscription
- 3 classes/week: flow, strength/flexibility, skill/inversions
- Discord integrated natively with Pablo
- Book a call option visible within the platform
- Existing coaching clients get free access as guinea pigs and for testimonials
- On-demand library as foundation, grows over time
- Advanced programs (handstand, pincha etc) as upsells from within the community

**$400 custom program:** Retained as a sales call downsell only, not publicly promoted. Sales call offers a menu: $400, $1,200, or $1,600 depending on fit.

**Content cadence:** 3 videos/week — one flow, one strength or flexibility, one skill.

**Coaching tier structure:**
- £1,600 (high-ticket)
- £1,200 (mid)
- £400 (downsell/custom program, community access potentially included)
- $99/month community

### Lead Magnet Pivot

Old 3-day handstand course was too comprehensive — people got the value and didn't move forward. Replaced with two acute, specific diagnostics:

1. **Shoulder diagnostic** — passive vs. strength gap, position check, 1-2 targeted exercises
2. **Strength diagnostic** — three exercises to test if someone is strong enough to move their handstand toward the middle of the room

Each designed for one clear, immediate outcome. To be built as mini courses in Pablo with opt-in funnels and email sequences.

### Financial Goal

£600k/year (£50k/month) is the stated target, worked backwards from Impact Summit with Anton. Near-term step: £15k → £20k/month is not a large leap. Coaching is the bulk; digital and workshops add on top.

### May 2026 Strategy Reset (Jha)

Instagram's "no ads" opt-out subscription (signed up by Miles) blocked his own ads until end of May. This forced a pivot to organic and email while support resolves it.

**Ad strategy (when unblocked):** Two-track, no direct book-a-call ads:
- Profile funnel ads (drive traffic to Instagram profile)
- Free training funnel ads (drive to lead magnet, which flows to call funnel)

Direct-to-call ads are too expensive until optimised ($100s per cold qualified book). Lead magnet ads generate $1 leads and feed the email list, which converts cheaper via PS CTAs.

**Email:** Story-style broadcasts 1–2x per week. Rotating soft PS each time, always pointing to book a call. Angles cycle across inversions, strength + yoga, lifestyle.

**Offer pricing:** Jha pushed $3,000–$5,000 given Miles's audience size and personal close rate. Miles cautious — market rate in his sphere is $350–$450/month for 1:1. Agreed to test on calls rather than changing the published offer.

**Setter:** Starting June 2026. Miles to do a settler intro call May 12.

**Future offers in consideration:**
- Business/teacher mentorship ($3–5k, 4–6 months) — coaching coaches how to build a brand like ISOM
- Toolkit products: standalone lifetime-access programs by movement angle (Matthew Smith model)
- Low-ticket product suite at $47–99 (V Shred model — package existing footage by angle)
- AI coaching skill trained on Miles's content
- Guest/student coaches as the community grows

**Content priority:** Miles to post once or twice daily. Andreas (GrowthOpX content partner) being brought in for a strategy call and content dossier. Goal: structured idea pipeline so content isn't ad hoc.

---

### 2026-05-19 Standup — 28-Day Flow & Visuals Production

Plan agreed: combine the three existing 7-day blueprints (Pincher, Strength, Handstand) into a single **28-day email-driven free training experience**. This is the lead magnet vehicle while ads remain paused.

**Sequence structure:**

| Days | Purpose | Content |
|---|---|---|
| 1-3 | World-building, stage-setting, pain-pressing, set expectations | Story plus frame the journey ahead. Engineered for response (yes/no, left/right) to lift early engagement. |
| 4-10 | Week 1 — 7-day Pincher (or chosen sequence) | Action items per day. Follow-along video included. |
| 11-17 | Week 2 — 7-day Strength | Same format. |
| 18-24 | Week 3 — 7-day Handstand | Same format. |
| 25-28 | Conclusion and harder sell | 2-3 closing emails toward the paid offer. |

**Pablo no-drip-feed mechanic:** Pablo doesn't drip-feed content. Once someone gets package access, they see everything immediately. The email sequence does the nurture work. **First email frame:** "by the way, everything is in there — you can binge if you want."

**Three products, three angles:** Each 7-day course is a distinct product inside Pablo with its own cover image. Free lead-magnet content lives on a separate Pablo page from paid content.

**Visuals action (for 2026-05-20 call):** Joe to take existing course imagery, throw into AI Kit, and generate banner image (matching existing style) plus 3 product cover images (one per 7-day course). Aim for the same depth of style as the existing assets. Present options at tomorrow's call alongside the 28-day structure.

**Two more 7-day blueprints planned but not built:** forearm stand, arm balance school. Five total in the eventual library.

---

### April 2026 Timeline

| Deadline | Deliverable |
|---|---|
| 3 April | Community landing page drafted |
| End of following week | Landing page live, content on platform, book-a-call page with VSL |
| Week of 7 April | Miles films 3 videos (flow, strength/flex, skill) |
| 11–18 April | Miles teaching in Thailand — infrastructure build-out |
| Post-Thailand | Lead magnet push and content |

### Production

Miles confirmed purchase of Sony FX-30 (cinema line, built-in cooling fan suited to Bali heat — chosen over Canon options due to overheating risk).

---

## Calls and Notes

| Date | Type | Notes |
|---|---|---|
| 2026-02-20 | Initial discovery | See [[sources/calls/miles-mortensen-2026-02-20\|source]] |
| 2026-02-25 | Strategy & proposal | Verbal yes. Terms agreed. See [[sources/calls/miles-mortensen-2026-02-25\|source]] |
| 2026-03-04 | Kickoff | Roles, comms structure, timeline, Pablo/Klaviyo setup confirmed. See [[sources/calls/miles-mortensen-2026-03-04\|source]] |
| 2026-03-10 | Ecosystem plan | Breath and Flow competitive analysis. Four-tier ecosystem structure locked. YouTube deferred. See [[sources/calls/miles-mortensen-2026-03-10\|source]] |
| 2026-03-30 | Strategy check-in | Miles back in Bali. Wrist injury (subluxation + bone bruising, 6 weeks no load). ISOM brand meaning articulated. Community product elevated to top priority. Lead magnet pivot. See [[sources/calls/miles-mortensen-2026-03-30\|source]] |
| 2026-04-03 | Impromptu strategy (Good Friday) | Impact Summit outputs from Anton and Andy. Community product finalised: $99/month, 3 classes/week, Discord. Two handstand diagnostics blueprinted as lead magnets. Sony FX-30 confirmed. April timeline set. See [[sources/calls/miles-mortensen-2026-04-03\|source]] |
| 2026-04-13 | Mid-retreat check-in (Thailand) | Lead magnet format locked as Pablo mini-course. CTA to book a call. Klaviyo to Pablo email migration decided. 7-day sequence for Joe to draft. Thailand retreat classes being filmed for community. Hip mobility reel hit 1,000+ saves. See [[sources/calls/miles-mortensen-2026-04-13\|source]] |
| 2026-04-20 | Back from Thailand — platform wrap-up | Community landing page and book-a-call page nearly done. Domain connected to Pablo. Lead magnet soft-launching. Discord: create new one, onboard existing clients as first wave. Substack agreed as evergreen long-form host. Jha leaving GenFlow, partnering with Joe. See [[sources/calls/miles-mortensen-2026-04-20\|source]] |
| 2026-05-05 | Ads launch, Discord live, final push | 140 leads into handstand assessment. VSL nearly done, ads launching within 24hrs. Pablo warm-up underway. Discord built, Jan (VA) onboarding as community manager. Existing coaching clients getting free Pablo access. Everfit journal export idea flagged. Baby due ~May 18. See [[sources/calls/miles-mortensen-2026-05-05\|source]] |
| 2026-05-11 | First GrowthOpX team call (Jha + Agorie) | Instagram ad blocker issue — ads paused until end of May. Strategy reset: free training funnel + profile ads, not direct-to-call ads. Jha pushed higher ticket ($3–5k). Setter starting June. Content dossier + Andreas call planned. See [[sources/calls/miles-mortensen-2026-05-11\|source]] |

---

## Referrals Made by Miles

- **Rebecca** (surname unknown) — flexibility and contortion teacher. Was co-teaching with Miles at the Italy event. Interested in working with Alch. Miles to intro 4 March 2026. See [[Business/GrowthOpX/Clients/rebecca-prospect|Rebecca (prospect)]] if page created.

## Status & Open Questions (2026-05-19)

**Resolved:**

- **Products launched:** 0. Nothing live yet.
- **Revenue attributed:** £0 (nothing live to attribute to).
- **Rebecca referral:** did not convert. See [[Business/GrowthOpX/Clients/rebecca-hannah|Rebecca Hannah]].
- **Ad campaign performance:** ads remain paused due to ad account errors (Instagram opt-out subscription issue). Expected to relaunch towards end of May 2026.
- **Jarvis = Jha:** confirmed (transcription error in early call recordings).

**Still open:**

- Everfit journal export as VoC research — parked, not actioned. Leave for now.

**Live threads:**

- 28-day email sequence: needs writing (Stage 7).
- Visuals: in production for 2026-05-20 call (Stage 5).
- Community landing page: drafted, needs polish (Stage 6).
- Ad relaunch: dependent on Instagram support resolution.

---

## Personal Brand Angles

- Miles is a strong example of the "attention without infrastructure" archetype — 120k followers, almost no monetisation system. Rich territory for content about what actually moves the needle beyond follower count.
- His ad hoc approach to content (built 120k "by luck") validates the systems argument: what gets you here doesn't get you there.
- The yoga-to-handstand-to-retreats journey is a clean ladder model — good reference for explaining customer value ladders in content.
- Miles's take on authenticity vs. AI content is sharp: "everything looks AI online now, so you're like, is this real?" Counter-trend toward raw, human, personality-led content.
- His counter-stereotype identity (heavy metal, gym, yoga) is a useful case study in niche authority that expands rather than shrinks a market.
- Miles's comment about outgrowing Impact Academy ("big fish in a small pond") is a relatable transition moment — good content angle for creators who've hit a ceiling with their current support structure.

---

## Related

- [[Business/GrowthOpX/growthopx|GrowthOpX]]
- [[Business/GrowthOpX/Clients/_index|Clients]]
- [[sources/calls/miles-mortensen-2026-02-20|Discovery Call Source]]


---

# Dossier Index

# ISOM Dossier — Index

> The breathing research and reference layer for Miles Mortensen / ISOM. Lives alongside the [executive client doc](../miles-mortensen.md), which holds engagement state, decisions, and call history. This is the data we mine for every campaign.

---

## How this dossier works

**Two-doc model.**
- [[../miles-mortensen|Client doc]] = executive summary. What we're doing right now, who decided what, when. Read this first to be operational.
- This dossier = what we know about the client and their market. Read these sections when you need depth to build something (LP, email, ad, offer).

**Maintenance rhythm.**
- **Static block** (Avatars, Offerings, Competitors Offerings, Offer Comparison Audit, SWOT): lock at engagement start. Quarterly review checkpoint.
- **Craft Offer**: per-offer. Add an instance per product/service. Refresh when the offer materially changes.
- **Content layer** (Pillars, Topics & Angles, Angles & Formats, Awareness Benchmarks, Top Performers Ads): per-campaign refresh, sourced from the static block.
- **Living layer** (Stories, Proof, Creatives, Funnel Links): rolling. Anyone working on the account drops material here as it emerges.

**Status legend:**
- `stub` — file exists, structure in place, no content
- `populating` — content being added, incomplete
- `populated` — first pass complete, ready for use
- `locked` — reviewed and signed off (static block only)

---

## Sections

| # | Section | Type | Status | Last Updated |
|---|---|---|---|---|
| 01 | [[avatars\|Avatars]] | Static | populating | 2026-05-19 |
| 02 | [[offerings\|Offerings]] | Static | populated | 2026-05-19 |
| 03 | [[competitors-offerings\|Competitors Offerings]] | Static | populated | 2026-05-19 |
| 04 | [[offer-comparison-audit\|Offer Comparison Audit]] | Static | populated | 2026-05-19 |
| 05 | [[swot\|SWOT Analysis]] | Static | populated | 2026-05-19 |
| 06 | [[craft-offer\|Craft Offer]] | Per-offer | stub | 2026-05-19 |
| 07 | [[content-pillars\|Content Pillars]] | Per-campaign | stub | 2026-05-19 |
| 08 | [[content-topics-and-angles\|Content Topics & Angles]] | Per-campaign | stub | 2026-05-19 |
| 09 | [[angles-and-formats\|Angles & Formats]] | Per-campaign | stub | 2026-05-19 |
| 10 | [[awareness-benchmarks\|Awareness Benchmarks]] | Per-campaign | stub | 2026-05-19 |
| 11 | [[top-performers-ad-analysis\|Top Performers Ad Analysis]] | Per-campaign | stub | 2026-05-19 |
| 12 | [[stories\|Stories]] | Rolling | stub | 2026-05-19 |
| 13 | [[proof\|Proof]] | Rolling | stub | 2026-05-19 |
| 14 | [[creatives\|Creatives]] | Rolling | stub | 2026-05-19 |
| 15 | [[funnel-links\|Funnel Links]] | Rolling | stub | 2026-05-19 |

---

## Related

- [[../miles-mortensen|Miles Mortensen — Client Doc]]
- [[../../../growthopx|GrowthOpX]]
- `[TO BUILD: Workflows/dossier-template]` — once Miles's dossier is proven, extract empty versions into a reusable template


---

# Avatars

# Avatars — Miles Mortensen (ISOM)

> Deep ICP data: who Miles is marketing to. Demographic + psychographic + behavioural + named personas. This is the single most-mined section of the dossier — it feeds every offer, every page, every ad, every email.

---

## Purpose

The audience research that makes copy specific instead of generic. Captures who the buyer is, what they want, what they fear, what language they use, and what they've already tried.

## How to populate

**Sources mined for this v1:**

- Miles's own audience analysis (55 sales call recordings put through Claude for thematic extraction)
- ISOM Product Ecosystem doc (audience, personas, sales call analysis, language mining)
- ISOM Community Offer brain dump (ICP, transformation framing, brand thesis)
- Miles-Mortensen wiki page (engagement context, brand voice from 2026-03-30 call)

**Provenance note:** Miles did substantial audience research himself before GrowthOpX engagement. The 55-call analysis is exceptional source material and is treated as canonical. Frequency counts in this doc come directly from that analysis.

**Update:** quarterly. Next checkpoint: 2026-08-19. Trigger an off-cycle review if a new batch of sales calls lands (Miles records ongoing) or if a survey is run.

---

## 1. Demographic Profile

| Field | Detail | Source |
|---|---|---|
| Age range | 25-50, peak 35-42 ("now or never" sentiment cluster) | 55-call analysis |
| Gender | ~80% female (47/55), ~20% male. Miles wants to push more toward male (counter-stereotype angle: heavy metal + gym + yoga) | 55-call analysis + 2026-03-10 strategy call |
| Income level | Middle to upper-middle. Investing in professional development and personal growth. Comfortable with $99/m subscription and high-ticket coaching at £400-£1,600 | 55-call analysis |
| Geographic location | English-speaking Western markets: UK, US, Australia, Canada. Global distribution. Miles based in Bali; previously London 14 years, originally Australian | 55-call analysis + miles-mortensen client doc |
| Family / life stage | Mixed: young professionals, healthcare workers, corporates, creatives, yoga teachers, parents (post-pregnancy "gift to self" is a recurring trigger) | 55-call analysis |
| Occupation | Yoga teachers (heavy concentration — 33% of buyers, 100% of teacher segment), healthcare, corporate professionals, creatives, mixed | 55-call analysis |
| Education level | University-educated, comfortable with technical content. Many are CPD-investing for credential renewal | 55-call analysis |
| Living situation | Mixed — urban/suburban. Most train at home or in local studios | 55-call analysis |
| Tech savviness | Digitally native, IG-native. Active on Instagram, some YouTube and TikTok. Comfortable buying via Stripe / Stan Store on mobile | Inferred from platform footprint |
| Spending habits | Will pay premium for quality. Research before buying. Resist subscriptions if multiple already exist. Pay £100+ per physio visit so a one-time programme reads as affordable | 55-call analysis + Miles competitor pricing notes |

## 2. Psychographic Profile

| Field | Detail | Source |
|---|---|---|
| Core values | Mastery, growth, authenticity, structure, self-discipline, mind-body integration. Identity built on practice consistency, not just outcomes | 55-call analysis + Community Offer doc |
| Beliefs about category | Generic mobility content doesn't work for advanced practitioners. Workshops give exposure not mastery. Free YouTube content is fragmented and overwhelming. Personal injury experience common (shoulders, hamstrings, backs) | 55-call analysis |
| Self-identity | "I'm a serious yoga practitioner. I take my body seriously. My practice is non-negotiable. I'm doing the inner work." Among teachers: "I should be able to demo what I teach" | 55-call analysis |
| Aspirational identity | The practitioner who has structure, mastery, and confidence. Inverting in a flow, freestanding handstands, controlled pincha. For teachers: the teacher who teaches from lived experience. For empowerment seekers: "I can do hard things." For all: "Yoga is the vehicle, human development is the destination" | Miles's own articulation (2026-03-30 call) + Community Offer doc |
| Primary motivations | Break through plateau. Achieve freestanding inversions (handstand, pincha). Feel confident and capable in body. Teach with authenticity (teacher segment). Use inversions for personal growth, healing, post-trauma reclamation. Advance to master-level skills (pike press, shapes, transitions) | 55-call analysis (4 motivation clusters) |
| Fear triggers | Career-ending injury. Plateau forever ("maybe this is my ceiling"). Imposter syndrome (teachers). Fear of falling / re-injury (especially post-trauma). Letting students down (teachers). "Maybe I'm not cut out for the elite level" | 55-call analysis Sections 3, 4 |
| Status indicators | Holding a freestanding handstand. Teaching advanced asanas with confidence. Travel for international training / retreats. Affiliation with respected teachers / lineages. Body composition (lean, mobile, strong) | Inferred + Community Offer doc |
| Lifestyle and interests | Practice 2-5 sessions per week (most common: 2-3x). Health-conscious eating. Travel for retreats / training. Active on Instagram. Often combine yoga with strength training (gym). Read about embodiment, mindfulness, nervous system regulation | 55-call analysis |
| Information sources | Instagram (dominant), YouTube for deep dives, peer recommendations from yoga community, teacher-training lineages. Mary's Yoga Anatomy, Tom Myers, Yoga Anatomy Academy, Yoga With Adriene are reference voices | Inferred from comparable creator audiences |
| Buying behaviour | Research extensively before buying. Watch creator for weeks/months. Buy when a specific pain meets a specific moment of trust. Mobile checkout, Stripe expected. Will buy multiple programmes from someone whose first programme delivered | Inferred + 55-call patterns |
| Brand relationships | Loyal to creators not platforms. Will buy 3+ products from the same person if first delivered. Switch off fast on creators pushing AI fluff, generic celebrity content, or aggressive upsells | Inferred from creator-economy buying patterns |

## 3. Pain Points (4-Layer Model)

Surface problem → Functional problem → Emotional problem → Identity problem. Frequencies from the 55-call analysis.

| # | Surface | Functional | Emotional | Identity | Source |
|---|---|---|---|---|---|
| 1 | "I have no clear plan or structure" (76%, 42/55) | Stitching content from YouTube / Instagram / multiple teachers with no progression, deload, or sequencing | Frustration, overwhelm, "scattered" | "I'm not the kind of practitioner who has my act together" | 55-call analysis |
| 2 | "I'm stuck on a plateau / haven't progressed in 1-3 years" (69%, 38/55) | Consistent effort but no breakthrough. "Sometimes I get it, sometimes I don't." Inconsistent holds, can kick up but can't sustain | Defeat, self-doubt, hopelessness | "Maybe this is my ceiling. Maybe I'm not cut out for this" | 55-call analysis |
| 3 | "I'm afraid to come off the wall / I'm scared of falling" (56%, 31/55) | Mental block around freestanding work. Type 1: past injury fear (8). Type 2: general fear without incident (15). Type 3: fear of falling on others (4) | Anxiety, shame, "I'm broken" | "I'm the fearful one. I'll never be the practitioner who flows" | 55-call analysis |
| 4 | "Workshops don't help, physio gave me three exercises" (53% lack of personalised feedback, 29/55) | Generic interventions, no integration with their practice, no progression beyond acute phase | Resignation, "no one understands my body" | "I'm not someone who can be helped by these systems" | 55-call analysis |
| 5 | "I'm a teacher and I can't demo what I teach" (33% overall, 100% of teachers, 18/18) | Trained at 200hr or 300hr but YTT didn't cover advanced postures. Students ask for handstand workshops; teacher deflects | Imposter syndrome, professional fraud, shame | "I'm a fraud. My students deserve someone real" | 55-call analysis |
| 6 | "I have a banana back / hypermobile / can't find core" (22%, 12/55) | Hypermobility + lack of core control → unstable shapes, back compression | Frustration, "my body works against me" | "Even my body is wrong for this" | 55-call analysis |
| 7 | "I'm too old to start this seriously" (15%, 8/55, ages 38-45) | Belief age is a structural barrier (it isn't — older practitioners often excel) | Regret, lost-time grief | "I missed my window. I should have done this 10 years ago" | 55-call analysis |
| 8 | "I'll never make it because I'm not flexible / strong enough" (catch-all) | Belief inversions require "natural" body type | Pre-emptive defeat | "This is for other people, not me" | 55-call analysis |

## 4. Desired Outcomes

| # | Desired Outcome | Tangible (What it looks like) | Emotional (How it feels) | Source |
|---|---|---|---|---|
| 1 | Control and consistency in inversions (85%, 47/55) | Controlled entry into handstand. Consistent 30-second hold. Repeatable across weeks. Not relying on luck | Confidence, mastery, ownership of body | 55-call analysis |
| 2 | Confidence and empowerment (80%, 44/55) | Feeling strong. Conquering fear. Proving to self that "I can do hard things" | Pride, agency, self-worth | 55-call analysis |
| 3 | Teaching authenticity (42% overall, 100% of teachers, 23/55) | Demoing handstand in class. Workshop-leading without deflection. Train the eye for student adjustments | Professional pride, credibility | 55-call analysis |
| 4 | Break through the plateau | Specific named skill achievements: 10-second handstand → 30s → 60s. Pincha away from wall. Press to handstand. Pike press | Breakthrough relief, validation of years of effort | 55-call analysis |
| 5 | Advanced skills (10-15%, 7/55) | Pike press, straddle press, one-arm work, transitions, clean shapes | "Master-level," progression beyond holds | 55-call analysis |
| 6 | Heal past injury or trauma (20%, 11/55) | Returning to inversions post-pregnancy, post-divorce, post-shoulder injury. Reclaiming body trust | Empowerment, "I'm back," resolution | 55-call analysis (Empowerment Seeker segment) |
| 7 | Time-efficient progress (10-15%, 7/55) | Maximum results in minimum time. ROI on training hours | Validation, "I'm not wasting my time" | 55-call analysis (Systematic Professional segment) |
| 8 | Reach physical potential | "Find out what I'm capable of." Discover the upper limit of the body | Curiosity, self-discovery | Miles's own framing + Community Offer doc |
| 9 | Mind-body integration | Use the physical practice as a vehicle for inner work. Improved journal entries, mood, sense of self | Wholeness, alignment | Customer quotes captured by Miles |

## 5. Purchase Objections

### Voiced (what they say out loud)

| # | Objection | Real concern | How to address | Frequency |
|---|---|---|---|---|
| 1 | "Financial timing / can't afford it right now" | Student budget, unexpected expenses, partner approval needed, current commitments | Payment plans. Hold deposits. Frame as career/health investment vs cost of physio. Monthly breakdown | 25% (14/55) |
| 2 | "I don't have time / travel schedule too intense" | Genuine schedule pressure, new job, travel | 30-day pause. Maintenance mode. Flexible training days. "Fits YOUR schedule." "45 mins x 3 per week" | 20% (11/55) |
| 3 | "I can find this on YouTube for free" | Free content is fragmented but feels comprehensive | "You don't have an information problem. You have a personalisation problem" | 21/55 mention (38%) |
| 4 | "Online can't be as good as in-person" | Need hands-on adjustments, doubt about video feedback | "Online solves consistency. 5 months structured > occasional in-person." Video feedback reviewable | 9% (5/55) |
| 5 | "5 months is a long commitment" | Wants faster, doubts commitment | "5 months is the shortcut. The alternative is 2-3 more years of frustration" | 7% (4/55) |
| 6 | "Workshops should be enough" | Has tried workshops, didn't stick | "Workshops plant seeds. Coaching grows them into trees" | 58% (32/55) |
| 7 | "I'm not ready / I need to get stronger first" | Self-disqualification | "You likely have more strength than you think. What's missing is strength in the RIGHT places" | 33% (18/55) |

### Hidden (unspoken fears)

| # | Hidden fear | How it shows up | How to address indirectly |
|---|---|---|---|
| 1 | "What if I'm not capable of this?" | Stalls on checkout. Searches for tougher-case testimonials. Vague "is this for me" questions | Show wide range of bodies and starting points. Frame Daniel-quality assessment as discovering capability, not gating |
| 2 | "If I buy this and it doesn't work I'll feel stupid" | Adds to cart, leaves. Asks friends. Re-reads reviews | Risk reversal. Free LM proves quality. Welcome sequence orients them so they feel guided not abandoned |
| 3 | "I'm embarrassed I don't already know this" (especially teachers) | Won't ask in team chat or post questions. Saves dozens of Reels silently | "Even active Volleyroos / national-team players had to learn this from a credentialed coach." Joining the inside, not admitting deficit |
| 4 | "My coach / community will think I'm soft for buying mobility content" | Runs sessions in private. Hides programme from teammates. Worries about losing rotation minutes | Frame as performance edge, not soft-bias. "What serious practitioners do behind closed doors" |
| 5 | "What if this is another piece of content I never run?" | Already has a folder of saved Reels, half-finished programmes, downloaded PDFs | Welcome sequence built around behaviour activation. Email 1 = "do Move 1 today, 8 mins max." First action smaller than expected |
| 6 | "I'm secretly past the point where this can help" | Hesitates after exercise descriptions. Reads testimonials looking for worse cases than their own | Reframe as load-management + prevention + recovery, not just rehab. Show the range Daniel has built for |

## 6. Emotional Triggers

The drivers that move this buyer from "interested" to "buying."

| # | Trigger | How it works | How to use in messaging |
|---|---|---|---|
| 1 | Authority (active credibility) | Miles as active practitioner + international traveling teacher pairs with credentialed coach (future Daniel-equivalent). Avoids "retired pro recycling" trap | Lead with Miles's current practice and ongoing teaching. Pair with any credentialed coaching partner |
| 2 | Identity aspiration (career longevity) | Practitioners want to be the 50-year-old still inverting, not the 35-year-old in rehab | "Build a body that lasts." "Practice that grows with you, not against you" |
| 3 | Fear of loss (career / capability) | The line between current frustration and "giving up" is closer than outsiders realise. Threat of crossing it is deepest driver | Honest copy: "If you keep going as is, here's what year 3 looks like." Pair with the offer as the prevention path |
| 4 | Social currency (insider status) | Buyers want to be the one who trained with Miles. Status marker inside teacher / practitioner networks | UGC, testimonials, community visibility. "I trained with Miles" tag stitches |
| 5 | Relief (end of searching) | Buyer has bounced across multiple creators, apps, workshops trying to stitch a system. Relief fires when they realise they can stop searching | "Stop saving reels, start running the system." "The last programme you'll buy this year" |
| 6 | FOMO (selection / camp windows) | For teacher / advanced segment, retreats, trainings, and certifications are calendar-locked. Missed weeks are real cost | Tie campaigns to real-world dates: certification deadlines, retreat windows, season starts |
| 7 | Belonging (cohort identity) | Aspiring practitioners often isolated locally. Cohort of buyers chasing the same skill creates real community | Position as a founding cohort. Use names and faces. Discord / live calls |
| 8 | Instant gratification (first-week win) | Mobility work on chronically tight shoulders / hips delivers a noticeable gain inside session 1. That fast win flips believer | Promise a felt difference inside 7 days, not generic 6-week framing |
| 9 | Validation (right choice for me) | Buyer carries dual guilt: lazy if I don't, soft if I do | "This is what serious practitioners are already doing." Permission, not pressure |
| 10 | Frustration reversal (no equipment) | Practitioners on the road or without gym access have constant frustration of programmes they can't do | "Body, mat, wall. Twenty minutes. Anywhere" |

## 7. Language & Voice

Pulled directly from the 55-call analysis. These frequencies are gold — use the high-frequency phrases verbatim in copy.

### Words they use

**"Stuck" family (47 mentions total):**
- feeling stuck (18), hit a plateau (12), progress has stagnated (11), can't break through (6)

**"No direction" family (38 mentions):**
- lack a clear map (8), don't know what to work on (15), no structure (12), need specific tweaks (3)

**"Fear" family (52 mentions):**
- afraid of falling (23), fear holds me back (11), scared to practice without wall (8), paralysed by fear (4)

**"Luck not skill" family (14 mentions):**
- relies on luck (5), fluking it (4), sometimes I get it sometimes I don't (3)

**"Missing something" family (29 mentions):**
- something is missing (11), I'm close but... (9), there's a gap (5)

**"Control" family (63 mentions):**
- controlled entry (21), full control (18), controlled movement (12), not just fluking it (7)

**"Confidence" family (71 mentions):**
- gain confidence (34), trust in my body (12), believe I can do it (11), confidently demo (8), feel authentic (6)

**"Solid / stable" family (42 mentions):**
- solid straight line (15), stable hold (14), lock in (8), consistent handstand (5)

**"The click / breakthrough" (19 mentions):**
- make it click (8), breakthrough moment (5), finally something happened (3)

**Empowerment language (56 mentions):**
- feel strong (21), feel empowered (12), prove to myself (11), feel superhuman (4), feel invincible (3)

**Flow state language (24 mentions):**
- world stands still (5), completely present (8), find peace (4), meditation (4)

### Phrases that resonate (verbatim from buyers)

- "I want my spike arm back" / "I want my handstand back"
- "More than just yoga"
- "Yoga is the vehicle, the destination is human development"
- "I've never felt stronger in my life"
- "Find out what I'm capable of"
- "I want to feel like myself again"
- "Have a practice I'm proud of"
- "I want to be 50 and still inverting, not 35 and in rehab"

### Tone they respond to

Honest, practitioner-to-practitioner, low-bullshit. Direct without aggressive. Confident not arrogant. Speaks like a teacher who's also a peer, not a guru. Names pain by its real name ("stuck," "scared to come off the wall") not clinical jargon. Australian directness reads as more grounded than US-coach voice.

### Words that turn them off

guaranteed, miracle, revolutionary, elite (used loosely), unlock, hack, secret, proven (without proof), insane gains, transform your practice, biohack, longevity stack, optimise, 10X, the world's best, life-changing in 7 days, alpha, grind

### How they describe problems

"My shoulder is killing me." "I can't lift past my ear." "Cant sleep on that side." "Hot all the way through." "Locked up." "Cant get my elbow up." "Going to the physio again." "Every season the same." "I'm stuck." "I've plateaued."

### How they describe success

"Felt better straight away." "Feels lighter." "Spike is back / handstand is back." "Hot through the third set / hot through the whole flow." "Recovered between sessions." "Felt strong at camp." "Held up under load." "Body just feels like it is mine again."

### Hashtags & trends

#yoga #yogateacher #handstand #inversion #yogaeveryday #yogainspiration #yogalife #pinchamayurasana #adhomukhavrksasana #yogaprogression #flexibilityjourney #strengthtraining #yogaforathletes

### Content they engage with

Practice vlogs, technique breakdowns in slow-mo, "what I do before every practice" routines, behind-the-scenes from teaching retreats, day-in-the-life of active teachers, transformation reels (before-after), 60-second testimonial clips with named results, coach voice-over with practitioner demo, philosophical / mind-body crossover content.

## 8. Personas

Five named, discrete personas built from the research above. Each gets specific creative.

### Persona 1 — Sarah, The Credibility-Seeking Yoga Teacher (30-35% of audience)

| Field | Detail |
|---|---|
| Demographic snapshot | 28-42, 200hr/300hr certified, 1-4 years teaching, urban/suburban English-speaking. Lower-to-mid income (supplements teaching with CPD investment) |
| Primary pain | Imposter syndrome — students ask for inversions she can't demo. Class numbers affected. YTT didn't prepare for advanced teaching |
| Primary desire | Teach with authenticity. Demo what she teaches. Build the inversion practice she feels she "should" already have. Professional credibility |
| Key language | "I can't teach what I can't do." "My students are asking." "Feel like an imposter." "Train my eye for adjustments" |
| Bio | Sarah is 34 and teaches three community classes a week. She's 200hr certified and loves her students, but every time someone asks for a handstand workshop she deflects. She's been meaning to work on it for two years. She tells herself she's too busy, but the real issue is she doesn't know where to start, and she's embarrassed to admit it |
| Best messaging angle | "Master inversions to teach with authenticity. Because your students deserve a teacher who's been there" |

### Persona 2 — James, The Plateau Practitioner (25-30% of audience)

| Field | Detail |
|---|---|
| Demographic snapshot | 30-45, 2-5 years serious practice, urban English-speaking, middle-to-upper-middle income. Often professional with yoga as serious side practice |
| Primary pain | Can kick up, hold at wall, can't sustain freestanding. "So close" for 1-2 years. Inconsistent results. Tried everything |
| Primary desire | Break through plateau. Consistency. Controlled holds. Understand what's wrong |
| Key language | "So close but..." "Stuck for years." "Sometimes I get it, sometimes I don't." "What am I missing?" |
| Bio | James is 38 and has been practising yoga seriously for four years. He can hold a wall handstand for 30 seconds no problem. But freestanding? He's been chasing it for 18 months. He gets it occasionally, maybe once every ten attempts, which keeps him hooked, but he has no idea why it works when it works. He's frustrated that effort alone isn't moving the needle |
| Best messaging angle | "From 'almost there' to solid and consistent. Break through your plateau in 5 months" |

### Persona 3 — Claire, The Reclaiming Practitioner (20% of audience)

| Field | Detail |
|---|---|
| Demographic snapshot | 35-50, mixed professional backgrounds, suburban English-speaking, middle-to-upper-middle. Often post-pregnancy, post-injury, or post-major-life-transition |
| Primary pain | Deep-seated fear of going upside down — sometimes linked to injury, post-pregnancy, or emotional upheaval. Inconsistent confidence and body trust |
| Primary desire | Conquer fear as personal victory. Feel strong and capable again. Use handstand as a symbol of personal strength and resilience. Rebuild trust in her body |
| Key language | "Prove to myself." "Conquer." "Empowerment." "Reclaim my body." "It's about more than the handstand" |
| Bio | Claire is 43 and came back to yoga after her divorce. She fractured her wrist five years ago and has avoided inversions ever since. She doesn't just want a handstand, she wants to prove to herself that she's capable of hard things again. For her this isn't about fitness, it's about reclaiming something she lost |
| Best messaging angle | "Inversions as a path to empowerment. From fear to flight" |

### Persona 4 — Priya, The Skill-Hungry Intermediate (15-20% of audience)

| Field | Detail |
|---|---|
| Demographic snapshot | 25-40, urban global English-speaking, middle-to-upper-middle. Often in fitness, movement, or creative industries. May already teach |
| Primary pain | Has a functional handstand but doesn't know how to progress. Current resources too beginner-focused. Wants structured progression for advanced skills not covered in standard training |
| Primary desire | Move beyond solid hold into press handstands, shapes, transitions. Develop master-level understanding of inversion mechanics. Build visually impressive and technically refined practice |
| Key language | "Ready for the next level." "Refine technique." "Master-level." "Press to handstand" |
| Bio | Priya is 29 and has been training handstands for three years. She can hold a solid freestanding for 15-20 seconds. She's bored. She wants the pike press, one-arm work, and clean shapes, but every programme she finds starts from scratch. She's ready for the next level and just needs someone to show her the path |
| Best messaging angle | "From solid holds to advanced mastery. Press, shapes, transitions" |

### Persona 5 — David, The Systematic High-Achiever (10-15% of audience)

| Field | Detail |
|---|---|
| Demographic snapshot | 30-45, corporate professional / entrepreneur / knowledge worker, urban English-speaking, upper-middle-to-high income |
| Primary pain | No structure or clear progression metrics. Time-poor and unwilling to waste sessions on low-value drills. Overwhelmed by contradictory content online. Wants a coach, not a content creator |
| Primary desire | Achieve the handstand efficiently within a clear, measurable framework. Maximum return on limited training time. A programme designed with the same rigour applied to professional life |
| Key language | "ROI on my time." "Efficiency." "Structured plan." "Measurable results." "Systematic approach" |
| Bio | David is 41, runs a team of twelve, and trains at 6am before work. He's already using a strength coach for his lifting. When he decides he wants a handstand, he approaches it the same way — he wants a plan, a timeline, and someone accountable for his results. He's not interested in vibes. He wants the methodology |
| Best messaging angle | "Systematic progression for busy high-achievers. Maximum results, minimum wasted time" |

---

## Belief Gaps to Address (Education Content)

Eight common misconceptions surfaced in the 55 calls. Each one is a content angle and an objection-handling beat.

| # | Belief | Reality | Education needed |
|---|---|---|---|
| 1 | "I need to be stronger first" (18/55) | Often technique/control, not pure strength | "You likely have more strength than you think. What's missing is strength in the RIGHT places, in the RIGHT positions, with the RIGHT timing" |
| 2 | "My flexibility should make this easier" (12/55) | Hypermobility often makes it HARDER. Need stability, not just flexibility | "Flexibility without control = instability. We'll teach your mobile joints to be strong and stable" |
| 3 | "I can learn from YouTube/Instagram" (21/55) | Information overload, wrong exercises, no personalisation | "You don't have an information problem. You have a personalisation problem" |
| 4 | "Workshops should be enough" (32/55) | Workshops = exposure, not mastery | "Workshops plant seeds. Coaching grows them into trees" |
| 5 | "I'm too old to start this" (8/55, ages 38-45) | Older practitioners often excel. 40s is when many achieve their best practice | "Your age is an advantage. You have discipline and body awareness younger practitioners lack" |
| 6 | "Online can't be as good as in-person" (5/55) | Often MORE effective because consistent and reviewable | "Online coaching solves consistency. 5 months of structured progression vs occasional sessions" |
| 7 | "5 months is a long time" (4/55) | 5 months = shortcut vs years of trial and error | "5 months isn't long, it's a shortcut. The alternative is 2-3 more YEARS of frustration" |
| 8 | "If I just practice more hours..." | Quality over quantity. 45 focused minutes > 2 hours unfocused | "You don't need more hours. You need better hours" |

---

## Verbatim quotes worth retelling

Pulled directly from the 55-call analysis. Reusable across email, ads, LP copy, podcast intros.

- *"I'm running out of ideas and creativity for drills"* — Adam
- *"There's so much content online, it's a minefield. I don't know what's relevant for me"* — Anna
- *"My current training lacks structure, incorporating exercises randomly from various online sources"* — Bartosz
- *"I haven't made 'gymnastic sense' progress in a couple of years"* — Adam
- *"I've been working on my handstand for two or three years and am approaching a point of frustration because progress has stalled"* — Katherine
- *"I'm 90% on my pincha but unable to perform it away from the wall"* — Danielle
- *"It's the feeling of being upside down that has become somewhat addictive"* — Heather
- *"I want my daughter to see that determination and practice lead to success"* — Blair
- *"The world just stands still when I'm upside down"* — Anya
- *"If I don't try now, I'll always wonder what could have been"* — Lisa
- *"I want to feel strong when mentally down as I get older"* — Lisa
- *"It's my peace, being completely present"* — Katherine

---

## Open gaps in this section

Where we'd want more data over time:

- Geographic breakdown of the 130k IG followers (India-heavy from PVL exposure? US-skewed? UK?)
- Conversion data per segment (which persona converts at what rate?)
- Refresh the 55-call analysis with the next cohort once Miles is back at sales-call volume
- Validation of segment percentages against actual paid customer base (segments are call-derived, not buyer-derived yet)

---

## Related

- [[_index|Dossier Index]]
- [[../miles-mortensen|Client Doc]]
- [[offerings|Offerings]] — what we sell to these avatars
- [[craft-offer|Craft Offer]] — uses the pain/desire/language captured here
- [[stories|Stories]] — anchored to avatar moments
- [[../../../../inbox/ISOM _ Product Ecosystem |Source: ISOM Product Ecosystem doc]]
- [[../../../../inbox/ISOM - Community Offer|Source: ISOM Community Offer doc]]


---

# Offerings

# Offerings — Miles Mortensen (ISOM)

> What Miles offers and to whom. Full value ladder from lead magnet through high ticket plus recurring. Captures every product currently live, in production, agreed-to-launch, or under consideration.

---

## Purpose

A single source of truth for Miles's full product stack. Each offer captured with format, price, transformation, status, and what it feeds into. Without this, scattered pricing and offer details across docs lead to inconsistent copy and wrong CTAs.

## How to populate

**Sources mined for this v1:**
- [[../miles-mortensen|Client doc]] — full strategy evolution, commercial terms, call history
- ISOM Product Ecosystem doc (inbox) — value ladder dashboard, product details
- ISOM Community Offer doc (inbox) — Community structure, Custom Programme structure, pricing
- 2026-05-19 standup notes — 28-day free training, current launch state
- Miles's existing Playbook profile + invertedstateofmind.com

**Provenance note:** GrowthOpX is currently 0-products-launched on the new funnel. Miles has pre-existing legacy offers (Playbook 1:1, Custom Programme tiers via book-a-call) that are technically still sellable but not actively promoted by ads. This file distinguishes legacy / live / in-production / agreed-to-launch / future statuses cleanly so we don't mis-position which offer is the hero.

**Update:** quarterly minimum. Immediately on launch, retirement, or repricing.

---

## Strategic Frame

**Revenue target:** £600K / year (£50K / month). Commercial structure with GrowthOpX is 20% of net profit attributable to Alch's funnel work (not legacy revenue).

**Revenue mix target:**
- ~70% 1:1 coaching ($420K)
- ~25% digital products + community subscription ($150K)
- ~5% events / workshops / retreats ($40K)

**Digital subscription anchor math:** $99/m community × ~130 paid members = $150K/year digital tier target.

**Two-track funnel post-relaunch:**
1. Lead magnet (28-day free training) → email nurture → Community subscription
2. Same email list → soft PS CTAs → book-a-call funnel → 1:1 coaching tiers ($400 / $1,200 / $1,600)

Both tracks share one email list and one content engine; the soft PS rotation determines which offer gets surfaced when.

---

## Value Ladder

### Lead Magnets / Free Offers

| Offer | Format | Audience | Status | Feeds Into | Notes |
|---|---|---|---|---|---|
| 28-Day Free Training (working) | Email-driven 28-day sequence combining 7-day Pincher + 7-day Strength + 7-day Handstand blueprints, plus 3 setup emails + 2-3 closing emails | Cold IG / FB / TikTok traffic plus existing 2.5k email list | In production (2026-05-19 standup) — visuals + outline due 2026-05-20 call | Community subscription | Hero LM going forward. Pablo doesn't drip-feed so content sits accessible from day 1; sequence does the nurture. Combines existing assets, not new filming |
| Handstand Diagnostic | Email quiz | Cold IG traffic | Soft-launched April 2026, 140 leads captured before ad pause | Community + book-a-call | Will be retained as a parallel lead magnet for shoulder-specific buyers. Strength + flexibility variants planned |
| Shoulder Diagnostic | PDF / mini-course in Pablo (passive vs strength gap, position check, 1-2 targeted exercises) | Hitters with active shoulder pain | Agreed (March 2026 lead magnet pivot) — not yet built | Same | Replaces retired 3-day handstand course. Acute / specific outcome |
| Strength Diagnostic | PDF / mini-course in Pablo (3 exercises to test floor-strength for handstand off-wall work) | Plateau practitioners | Agreed (March 2026 lead magnet pivot) — not yet built | Same | Acute / specific outcome |
| Retired: 3-day handstand course | Email course | Cold yoga audience | Retired March 2026 (too comprehensive, audience consumed without converting) | n/a | Replaced by the two diagnostics + 28-day flow |
| Retired: Various Linktree LMs | Mixed (PDFs, mini-courses) | Mixed | Retired in April 2026 funnel consolidation | n/a | Consolidated to focus on the 28-day flow as the hero |

### Low Ticket

| Offer | Format | Price | Pricing Model | Audience | Transformation | Status | Feeds Into | Notes |
|---|---|---|---|---|---|---|---|---|
| 2-Week Digitalise Programme | Digital programme — 2 weeks, 3 sessions / week, 45 mins each. Pincha + handstand focus. Hosted on Everfit, multi-week | $200 AUD / GBP (50% off Community equivalent) | One-time, lifetime access | Community-curious buyers who want one focused outcome before committing to subscription | Specific skill block (pincha + handstand) inside a structured 2-week window | Agreed to launch — not yet built | Community subscription (post-completion upsell) | Originally framed as a Community upsell at 50% off. Sits in the bimodal pricing gap between free LM and $99/m subscription |
| Future low-ticket product suite ($47-$99) | Standalone lifetime-access programmes packaged by movement angle (handstand, pincha, forearm stand, arm balance, strength) | $47-$99 per programme | One-time | Discovery / impulse buyers | Specific skill outcome per programme | Under consideration (May 2026 Jha conversation) — V Shred model | Community + 1:1 | Packages existing content into individually-named programmes. Lower mental commitment than subscription. Each 7-day blueprint becomes its own SKU |

### Core Product

| Offer | Format | Price | Pricing Model | Audience | Transformation | Status | Feeds Into | Notes |
|---|---|---|---|---|---|---|---|---|
| ISOM Community (Inverted State Community) | Pablo + Discord. Library of on-demand classes + 3 new classes/week (Flow, Strength & Flexibility, Skill). Monthly community calls. Direct feedback from Miles. Book-a-call option inside platform | $99 / month (USD) | Monthly subscription | Intermediate-to-advanced practitioners + yoga teachers wanting structured progression and community. Persona 1, 2, 4 primarily | Build a structured yoga practice. Strength + flexibility + inversions under one roof. Direct access to Miles. End the saved-reels-no-plan problem | Built — Discord live, existing coaching clients onboarded as first wave (free during beta). Not publicly launched | 1:1 coaching (book-a-call CTA inside community) and Custom Programme | Public sales pitch in landing page draft: "Your structured yoga practice starts here." Pablo structure mapped: Intro, Flows, Class breakdowns, Strength, Flexibility, Inversions (Basic + Skill), Toolkits (Handstand toolkit), 3-week webinar, 1:1, Community, Book A Call. **Pricing history**: discussed as $29/m → $49/m during testing in early product ecosystem notes; now locked at $99/m post March 2026 strategy reset |

### Premium

| Offer | Format | Price | Pricing Model | Audience | Transformation | Status | Feeds Into | Notes |
|---|---|---|---|---|---|---|---|---|
| 8-Week Custom Programme (low tier) | 1:1 — 1-hour remote assessment / consultation + bespoke 8-week programme + content. Available as "Inner Circle" option | $400 (currency mixed in docs — likely GBP) | One-time / per engagement | Teachers + serious practitioners wanting personalised programming without ongoing high-touch support | Replaces scattered training with a clear structured progression. Assessment-driven. Builds lived experience for teachers | Live (legacy, sold via book-a-call). Retained as **call downsell only** post March 2026 strategy reset — not publicly promoted | Community subscription (cross-sell) | Sales-call menu offering: $400 / $1,200 / $1,600. The $400 tier exists as the affordable entry to 1:1 work |
| 8-Week Custom Programme (mid tier) | Includes everything in low tier + weekly structuring + video review feedback + ongoing programme adjustments + WhatsApp support | £1,200 GBP | One-time / per engagement | Plateau practitioners + ambitious advancers wanting high-touch progression | Same outcome as low tier with active support layer | Live (legacy, sold via book-a-call) | Community subscription | Mid-tier in the sales-call menu |
| 3-Week Online Intensives | Cohort: 3 pre-recorded lessons/week + live weekend call + upsell to 1:1 at end | Not yet priced (target ~$197-$297 per cohort, TBC) | Per-cohort | Self-paced Community members who want a structured intensive | Specific skill block inside a 3-week container with peer cohort | Agreed to launch — not yet built. Test post-AVC equivalent (post Bali return, post baby) | 1:1 upsell at completion | Mentioned across Feb 2026 strategy + Product Ecosystem dashboard. Real cohort cap creates honest scarcity |

### High Ticket

| Offer | Format | Price | Pricing Model | Audience | Transformation | Status | Feeds Into | Notes |
|---|---|---|---|---|---|---|---|---|
| 8-Week Custom Programme (high tier) | Everything in mid tier + exclusive community access + monthly calls + bonus courses and content. Highest-touch 1:1 product | £1,600 GBP | One-time / per engagement | Empowerment seekers + serious teachers + buyers ready for top-tier work | Same outcome as mid + premium community layer | Live (legacy, sold via book-a-call) | Possible future mentorship / retreat upsell | Top of current ladder. **Jha pushed $3K-$5K positioning in 2026-05-11 call**; Miles cautious — market rate in his sphere is $350-$450/month for 1:1. Agreed to test higher pricing live on calls rather than re-publishing the offer |
| Business / Teacher Mentorship | 4-6 month 1:1 mentorship coaching teachers how to build a brand like ISOM. Hybrid skill + business mentorship | $3K-$5K (target) | One-time per cohort/engagement | Yoga teachers + creators looking to monetise their practice as Miles has | Brand + business mentorship for the next-gen ISOM equivalent | Under consideration (May 2026 Jha conversation) — not built | n/a (terminal tier) | Future expansion. Trades on Miles's "how I built this" narrative. Higher-margin than skill coaching |

### Recurring / Community

| Offer | Format | Price | Pricing Model | Audience | Transformation | Status | Feeds Into | Notes |
|---|---|---|---|---|---|---|---|---|
| ISOM Community subscription | See Core Product row above — captured here for ladder completeness | $99 / month | Monthly recurring | Same as Core | Same as Core | Built, in beta with existing clients, not publicly launched | 1:1 coaching | The recurring layer is the Community itself; no separate paid community tier exists yet |
| Future paid Discord premium tier (e.g. Office Hours with Miles) | Discord premium channel with creator office hours + bonus content | $9-$19 / month target | Monthly recurring (additional to Community) | Most engaged Community members | Direct creator access on a cap | Under consideration | n/a (terminal layer above Community) | Modelled on Better-at-Beach private FB community pattern. Deferred until Community proves unit economics |

---

## Legacy Product (pre-GrowthOpX)

These offers exist outside the GrowthOpX-built funnel and are not subject to the 20% commercial share. Captured for full context.

| Offer | Format | Price | Status | Notes |
|---|---|---|---|---|
| Playbook 1:1 Mentoring | 1:1 online video session via Playbook platform. Game play, strategy, technique, mentoring | $45 AUD per 30-min session | Paused while overseas — historically returns when Miles is back in Australia. 300+ completed lessons with 5-star reviews | playbook.coach/coaches/2637. Strong trust signal Miles inherits across all new offers ("more out of one hour with Max than months of social training" — verified review) |

---

## Pricing Anchors

Anchors that explain *why* the prices sit where they do. Helps anyone writing copy understand the rationale.

- **$99/m Community** sits above competitor entry-level subs (Better at Beach Basic $25, Pro $42; Pliability $14.99-$19.95) but below 1:1 coaching apps ($240/m Reid Hall equivalent). Positions Community as premium-on-purpose
- **$400 low-tier 1:1** is the impulse-buy entry into 1:1 — under the £500/term Sharks Academy parent benchmark. Acts as the call-downsell anchor (gives "no" to high tier a soft landing)
- **£1,200 mid-tier 1:1** is the workhorse selling-call price — matches typical creator-economy mid-tier (£300-£400/month equivalent)
- **£1,600 high-tier 1:1** is the ceiling on the currently published menu. Jha pushed $3K-$5K as the audience-size-appropriate ceiling; live-on-call test rather than re-published change agreed
- **$200 Digitalise Programme** sits at 2x community monthly fee — frames as "two months for the same content + lifetime access." Low-ticket bridge to Community for buyers not yet ready for monthly
- **$0 lead magnets** are intentionally free. No tripwire / $1 trial planned (Reid's $1.50 trial pattern available but rejected — adds friction without unit-economics gain at Miles's audience size)

---

## Gaps & Open Slots

| Slot | State | Notes |
|---|---|---|
| **Hero LM landing page** | In production for 2026-05-20 call | 28-day free training opt-in page + welcome email sequence — Joe's next deliverable |
| **3-Week Online Intensives** | Agreed not built | Post-Bali / post-baby launch window. Cohort cap, real scarcity |
| **Low-ticket product suite ($47-$99)** | Considering not committed | Each 7-day blueprint becomes a standalone SKU. Defer until Community proves out |
| **AI coaching skill** | Considering not committed | Trained on Miles's content. Future tier. No timeline |
| **Guest / student coaches** | Considering not committed | Community-driven expansion once subscriber base scales |
| **High-ticket mentorship ($3K-$5K)** | Considering not committed | Teacher / creator mentorship. Trades on Miles's brand-build story |
| **Forearm Stand 7-Day Blueprint** | Planned not built | Fourth of five planned blueprints |
| **Arm Balance School 7-Day Blueprint** | Planned not built | Fifth of five planned blueprints |

---

## Status Summary (2026-05-19)

| Status | Count | Offers |
|---|---|---|
| Live (legacy, pre-GrowthOpX) | 4 | Playbook 1:1, 8-Week Custom Programme tiers ($400 / £1,200 / £1,600) |
| Built but not publicly launched | 1 | ISOM Community (in beta with existing clients on free access) |
| In production | 1 | 28-Day Free Training (visuals + outline due 2026-05-20) |
| Agreed to launch — not built | 4 | Shoulder Diagnostic, Strength Diagnostic, Digitalise Programme, 3-Week Online Intensives |
| Under consideration | 5 | Future paid Discord tier, low-ticket product suite, AI coaching skill, guest coaches, business / teacher mentorship |
| Retired | 2 | 3-day handstand course, legacy Linktree LMs |

---

## Open Questions

- **Currency consistency:** prices appear in mixed USD / GBP across docs. Lock the canonical published currency per offer (USD likely for global Community; GBP for legacy 1:1)
- **High-ticket Jha test:** what's the empirical close rate at $3K vs $1.6K? Track from June onward once setter starts
- **Community public launch date:** waiting on Instagram ads unblock + first cohort of paying members (currently beta-only)
- **Digitalise Programme prioritisation:** does it earn build time before the 3-Week Intensives? Both compete for the same audience moment

---

## Related

- [[_index|Dossier Index]]
- [[avatars|Avatars]] — who each offer is for (Personas 1-5 map to Community + 1:1 differently)
- [[competitors-offerings|Competitors Offerings]] — same map applied to direct + adjacent competitors (next)
- [[offer-comparison-audit|Offer Comparison Audit]] — side-by-side per offer × competitor (next)
- [[swot|SWOT Analysis]] — synthesis (next)
- [[craft-offer|Craft Offer]] — per-offer architecture, the Stage 3 deliverable
- [[funnel-links|Funnel Links]] — live URLs per offer
- [[../miles-mortensen|Client Doc]] — strategy evolution + commercial structure


---

# Competitors Offerings

# Competitors Offerings — Miles Mortensen (ISOM)

> Same value-ladder map applied to each competitor. Direct, adjacent, indirect. Without this map, positioning claims are guesses.

---

## Purpose

Forces an honest read of what each competitor sells, at what price, to whom. Surfaces white space (offers competitors don't have), price-lane gaps (room to slot below or above their pricing), and weaknesses (places their offer doesn't serve the avatar).

## How to populate

**Sources mined for this v1:**
- WebFetch on each competitor's primary site (where prices were visible)
- Miles's competitor flags from the Product Ecosystem doc (Matthew Smith, Andry Strong, Sondre Berg) plus 2026-05-19 chat additions from Miles directly (Patrick Beach / Commune Yoga, Liv / Rebel Yoga / @livinleggings)
- Avatar Research Section 8 — competitor mentions surfaced in the 55-call analysis (Pliability, KOTG, Squat University all named by buyers as alternatives tried)
- Direct observation of public IG presence where credentials and follower counts are visible

**Provenance note:** Andry Strong and Sondre Berg sites have transparent pricing pages. Matthew Smith's site uses a closed-funnel pricing model — prices only revealed inside the free-training opt-in. Adjacent and indirect competitors are populated from buyer-surfaced alternatives in Miles's sales-call analysis, not from his own competitor flagging.

**Update:** quarterly. Immediately when a new competitor surfaces or an existing one launches a new offer / changes pricing.

---

## Classification

| Competitor | Classification | Why | Primary Channel |
|---|---|---|---|
| Patrick Beach (Commune Yoga) | DIRECT | Taste-driven creator-led yoga brand. Inversions specialist. Subscription-based platform (his existing live product Miles is structurally building toward). Co-founder of Awakening Yoga Academy (teacher training). Closest creator-archetype analogue to Miles | Own site + Commune online platform + YouTube |
| Liv / Rebel Yoga (@livinleggings) | DIRECT | "Yoga Rebel Method" integrates strength + yoga + mobility into one weekly plan — directly competing positioning to Miles's framing. Women-focused (Miles's 80% female audience). Published methodology name + structured weekly plan | Own platform (yogarebelstudio.com) + IG + app |
| Matthew Smith (@matthewismith) | DIRECT | Mobility + handstand combo, taste-driven creator-led brand, similar audience (yoga-curious flexibility seekers + handstand learners). Closed-funnel pricing pattern | IG + own site |
| Andry Strong (@andry_strong) | ADJACENT | Advanced calisthenics specialist with handstand programmes. Overlaps Miles on the handstand outcome but the lane is bodyweight-strength, not yoga | App + IG |
| Sondre Berg (@sondre_berg) | ADJACENT | Engineer-coach bodyweight + handstand brand. Overlaps Miles on handstand and mobility, but positioned for general adult fitness across all levels not yoga specifically | App + IG |
| Pliability | INDIRECT | Sport-agnostic mobility subscription. Named by Miles's buyers as an alternative tried. Wide audience, low specificity | App + brand recognition |
| Knees Over Toes Guy / ATG (Ben Patrick) | INDIRECT | Joint-health subscription with explicit shoulder + mobility protocols. Sport-agnostic but price-ceiling competitor at $49.50/m. 3M IG. Buyer-mentioned alternative | IG + subscription app |
| Squat University (Aaron Horschig) | INDIRECT | Owns global "shoulder-pain through strength" SEO lane. 5M+ IG. PT credential, powerlifting-skewed. Educates the buyer who eventually finds Miles | IG + YouTube + SEO |

---

## Competitor: Patrick Beach (Commune Yoga)

**Type:** DIRECT
**Why on the list:** The strongest creator-archetype analogue to Miles. Taste-driven yoga creator with inversions as a specialty (Miles's core skill). Built a subscription-based online platform (online.communeyoga.com) — exactly the structure Miles is moving toward. Also co-founded Awakening Yoga Academy (teacher training) — adjacent revenue tier Miles is considering. Long-standing presence: 5+ years building the library, 1,300+ classes
**Primary channel:** patrickbeach.com (personal hub) + online.communeyoga.com (subscription platform) + YouTube
**Audience overlap with client:** High — same intermediate-to-advanced practitioner buyer + same yoga-teacher subsegment

### Value Ladder

| Tier | Offer | Format | Price | Pricing Model | Transformation | Status | Notes |
|---|---|---|---|---|---|---|---|
| Lead Magnet | Free trial | Trial of subscription platform | Free | One-time | Sample the platform | Live | Trial duration not specified on homepage |
| Lead Magnet | Free YouTube content | Long-form classes on YouTube | Free | Evergreen | Top-of-funnel awareness | Live | Major content moat |
| Low Ticket | Could not find | — | — | — | — | — | No visible low-ticket entry |
| Core | Commune Yoga Online — Monthly | Subscription platform: 1,300+ classes, 4 new per week, 3 instructors (Patrick, Erica, Chris). Flow, philosophy, inversions, breath, core | **$30 / month** | Monthly recurring | Daily-practice library with three voices | Live | Direct subscription competitor at lower price than Miles's $99/m |
| Core | Commune Yoga Online — Annual | Same platform, annual | **$275 / year** (~$22.92/m, 25% off) | Annual recurring | Same | Live | Two-tier ladder, no lifetime |
| Premium | Awakening Yoga Academy — 200-Hour Teacher Training | Online + in-person hybrid teacher training programmes (co-founded with Carling Harps) | Not surfaced on main site | Per programme | Yoga Alliance certification | Live | Separate brand (awakening-yoga-academy.mykajabi.com). Adjacent product. Validates the "teacher training as premium tier" path Miles is considering |
| Premium | Awakening Yoga Academy — 300-Hour Advanced Training | Online + global | Not surfaced | Per programme | Advanced YA certification | Live | Same |
| High Ticket | International retreats / events | In-person retreats around the world | Not surfaced (typically $2K-$5K range for similar yoga retreats) | Per event | Live experience | Live | Visible in references (Global Flow Retreats, Mission E1, others) |
| Recurring | Subscription Community | Bundled with subscription | Bundled | n/a | Audience access | Live | No separate paid community / Discord tier visible |

### White Space Patrick Doesn't Cover

- **No teacher-training-business mentorship** — Patrick teaches teacher training (200hr/300hr) but doesn't teach teachers how to *build a brand* like he has. Miles's planned Business / Teacher Mentorship ($3K-$5K) targets this exact gap
- **No active 1:1 coaching** visible on the public site — subscription is the primary product
- **No lifetime tier** on the subscription — Miles's planned Digitalise Programme + lifetime equivalent has structural room
- **No methodology-name positioning** — "Your Practice, With Purpose" is values-led, not methodology-led. Miles's "Inverted State of Mind" methodology + 28-day flow gives him a tighter handle
- **No movement-science / S&C-credentialed partner** — Patrick teaches what works for him + Erica + Chris, not what's been clinically validated. The Daniel-equivalent partner Miles can add is structurally unmatched here

### Where Patrick Beats Miles

- **Library scale**: 1,300+ classes vs Miles's growing library. Patrick has a 5-year head start
- **Subscription price-anchor at $30/m**: lower entry friction than Miles's $99/m. Frames Miles as the premium positioning, but Miles has to justify 3× the price
- **Established teacher-training revenue**: Awakening Yoga Academy is a known brand. Miles's teacher-training tier would be launching against a 5-year-established competitor
- **Three-instructor model**: scales content output without Patrick filming every class. Miles is solo
- **Top 100 Most Influential Yoga Teachers** (Greatist / Sonima) — third-party credibility plate Miles doesn't yet have

---

## Competitor: Liv / Rebel Yoga (@livinleggings)

**Type:** DIRECT
**Why on the list:** The closest positioning competitor. "The Yoga Rebel Method" is explicitly **strength + yoga + mobility integrated into one structured weekly plan** — verbatim Miles's positioning ("more than just yoga," strength + flexibility + inversions under one roof). Female-focused (Miles is 80% female). Named methodology gives buyers a phrase to remember. Note: yogarebelstudio.com is the platform URL Miles cross-referenced in his own Community Offer brain dump — he's already aware of this competitor
**Primary channel:** yogarebelstudio.com (platform) + studio.livinleggings.yoga (redirects) + IG (@livinleggings) + dedicated mobile app
**Audience overlap with client:** High — same intermediate-to-advanced female practitioner buyer wanting structured strength + yoga + mobility integration

### Value Ladder

| Tier | Offer | Format | Price | Pricing Model | Transformation | Status | Notes |
|---|---|---|---|---|---|---|---|
| Lead Magnet | 7-day free trial | Full platform access for 7 days | Free | One-time | Sample the Method, follow first week | Live | "Start a 7-day free trial and follow your first week inside The Studio" |
| Lead Magnet | Free IG + YouTube content | Long-form + short-form | Free | Evergreen | Top-of-funnel | Live | Channel-supported brand |
| Core | The Yoga Rebel Studio Subscription | Subscription web + dedicated iOS app. 600+ follow-along classes. 40+ programmes (yoga, strength, mobility). Structured weekly plan. Daily community board with Liv | Not publicly listed on homepage | Subscription (likely monthly + annual based on app pattern) | Strength + yoga + mobility in one structured weekly plan | Live | Pricing gated behind trial signup — same closed-funnel pattern as Matthew Smith |
| Premium | Could not find | — | — | — | — | — | No visible 1:1 or premium tier |
| Recurring | Community Board | Asynchronous community with daily Liv access | Bundled | n/a | Direct creator access, peer community | Live | Bundled with subscription, not separate tier |

### White Space Liv Doesn't Cover

- **No public pricing** — closed funnel
- **No 1:1 coaching tier** — Miles's 8-Week Custom Programme ($400 / £1,200 / £1,600) is uncontested in this competitor set
- **No teacher-training** — Miles's planned teacher-training / business-mentorship tier is uncontested
- **No retreat / event tier** visible
- **No credentialed-coach co-brand** — Liv is the solo voice; Miles can add Daniel-equivalent for structural credential differentiation

### Where Liv Beats Miles

- **Named methodology**: "The Yoga Rebel Method" is a marketing handle Miles doesn't have. "Inverted State of Mind" is the brand; ISOM doesn't have a method *name* yet. Methodology naming is a known positioning lever
- **Female-first positioning explicit**: "women who value strength, mobility, and longevity" is a tighter audience statement than Miles's gender-neutral framing (despite his 80% female reality)
- **Library scale**: 600+ classes vs Miles's growing library
- **Dedicated mobile app**: friction-killer for daily-practice buyer. Miles is Pablo-hosted (web-first)
- **Hero message — "Finally feel confident in what you're doing with your workouts"**: directly attacks the #1 buyer pain (lack of structure, 76% per Avatar Research). Miles needs an equivalent hero that out-positions this

---

## Competitor: Matthew Smith (@matthewismith)

**Type:** DIRECT
**Why on the list:** Mobility + handstand combo, taste-driven creator-led brand, "zero to one-arm" handstand framing puts him in the intermediate-to-advanced audience Miles serves
**Primary channel:** Instagram + own site (matthewismith.com)
**Audience overlap with client:** High — same intermediate-to-advanced practitioner buyer

### Value Ladder

| Tier | Offer | Format | Price | Pricing Model | Transformation | Status | Notes |
|---|---|---|---|---|---|---|---|
| Lead Magnet | Free training masterclass | Email opt-in to masterclass video | Free | One-time opt-in | Sets up the toolkit pitch. Sales path | Live | Closed-funnel: real product pricing only visible inside the funnel |
| Low Ticket | Could not find | — | — | — | — | — | No visible low-ticket entry |
| Core | Mobility & Flexibility Toolkit | Video programme + members forum. Covers side splits, pancake, pike, front splits, bridge, shoulder mobility | Not public | One-time (likely) | Comprehensive mobility / flexibility progression | Live | Pricing gated inside free training funnel |
| Core | Handstand Toolkit | Video programme + members forum. "From zero to one-arm" progression | Not public | One-time (likely) | Full handstand progression to one-arm work | Live | Same gated-pricing pattern |
| Bundle | Mobility + Handstand Bundle | Combined access | Not public | One-time | Both toolkits + community | Live | Standard bundle discount pattern, terms not visible |
| Premium | Could not find | — | — | — | — | — | No visible 1:1 or high-touch offer |
| Recurring | Members forum (bundled with toolkits) | Web forum | Bundled | n/a | Community + creator access | Live | Recurring access tied to one-time purchase, not separate subscription |

### White Space Matthew Doesn't Cover

- **No published subscription / community pricing** — opaque pricing creates friction for buyers who want to compare before opt-in
- **No yoga-flavoured positioning** — toolkit framing is skill-isolated, doesn't tie into a broader practice
- **No live cohort or weekly community calls** — community is asynchronous forum
- **No 1:1 coaching tier** visible — only self-paced products
- **No teacher-specific track** — no positioning for the 33% of Miles's audience who teach

### Where Matthew Beats Miles

- **Polished single-product positioning**: "Handstand Toolkit, zero to one-arm" is a tighter promise than Miles's "Community subscription"
- **Lifetime-access model on toolkits**: matches the buyer (per Avatar Research) who resists monthly subscriptions
- **Direct competitor analogue on mobility-toolkit format** — Miles plans the same with Pincher / Strength / Handstand standalone SKUs but hasn't built them yet

---

## Competitor: Andry Strong (@andry_strong)

**Type:** ADJACENT
**Why on the list:** Advanced calisthenics specialist with structured handstand programme. Overlap on handstand outcome, but his core lane is bodyweight strength (planche, front lever, muscle-ups). Audience is bodyweight athletes more than yoga teachers
**Primary channel:** Mobile app (iOS + Android) + Instagram
**Audience overlap with client:** Medium — overlap on handstand learners, less overlap on flexibility / yoga-teacher segments

### Value Ladder

| Tier | Offer | Format | Price | Pricing Model | Transformation | Status | Notes |
|---|---|---|---|---|---|---|---|
| Lead Magnet | 7-day free trial of the app | App access trial | Free | One-time trial | Sample the platform | Live | No standalone PDF / email-course lead magnet visible |
| Core | Andry Strong Academy App | Mobile app subscription. Programmes: Basic Strength (3 levels × 12 weeks), Handstand (3 levels), Handstand Push-Ups, Beginner skills (Crow, L-Sit, Back Lever, Bent-Arm Planche), Planche (9 levels), Front Lever (4 levels), Muscle Up (2 levels), Follow-along routines | Not public on landing page (subscription) | Monthly subscription | Multi-skill calisthenics mastery with progressive level systems | Live | 1,000+ clients, 11 yrs operating, 1M+ IG followers |
| Premium | Could not find | — | — | — | — | — | App is the primary product |
| High Ticket | Could not find | — | — | — | — | — | No visible 1:1 or in-person tier |
| Recurring | App subscription | Mobile app | Not public | Monthly subscription | Ongoing access to library | Live | Cancel anytime in-app |

### White Space Andry Doesn't Cover

- **No yoga / mobility-first positioning** — strength + skill-progression-first
- **No teacher-specific framing**
- **No live community or cohort delivery** — app-based self-paced library
- **No premium 1:1 tier** visible
- **No retreat / event tier**

### Where Andry Beats Miles

- **Best-in-class progressive skill ladders**: each programme has explicit level structure (3 levels × 12 weeks for Basic Strength is more structured than Miles's current Community library presentation)
- **App-native delivery** with in-app coach feedback
- **Massive social proof** (1M+ IG, 11 yrs, 1000+ clients with named transformations)

---

## Competitor: Sondre Berg (@sondre_berg)

**Type:** ADJACENT
**Why on the list:** Engineer-coach building structured bodyweight + handstand programming. Overlap on handstand and mobility outcomes. Targets general adult fitness population, not yoga specifically. Strong credential play (MSc Engineering, Street Workout World Cup finalist)
**Primary channel:** Berg Movement Training App + Instagram + bergmovement.com
**Audience overlap with client:** Medium — overlap on handstand and progression-seekers; less overlap on yoga-teacher and empowerment-seeker segments

### Value Ladder

| Tier | Offer | Format | Price | Pricing Model | Transformation | Status | Notes |
|---|---|---|---|---|---|---|---|
| Lead Magnet | 2-min personalised quiz | Web quiz, no account required | Free | One-time | Routes buyer to matched programme | Live | Strong friction-killer |
| Lead Magnet | 7-day free trial | App access trial | Free | One-time | Sample app | Live | Standard trial pattern |
| Lead Magnet | Blog content | Free articles on calisthenics | Free | Evergreen | SEO + educational | Live | Long-form content moat |
| Core | Berg Movement App — Monthly | Mobile app subscription. Personalised programmes for handstand, planche, muscle-up, mobility, body control | **$19.99 / month** | Monthly recurring | Progressive bodyweight + handstand mastery | Live | 7-day free trial |
| Core | Berg Movement App — Annual | Same app, annual commitment | **$13.33 / month** ($159.96 billed yearly, "save $79") | Annual recurring | Same | Live | 33% discount on monthly |
| Core | Berg Movement App — Lifetime | Same app, lifetime access | **$299.99 one-time** | One-time | Same | Live | Lifetime access tier — direct competitor to Miles's $200 Digitalise Programme |
| Premium | 1:1 Coaching / Mentorship | Direct coaching | Not public | TBC | Personalised | Live | Visible but un-priced |
| Premium | Workshops / Retreats | In-person events | Not public | Per-event | Live training | Live | Periodic, no calendar visible |
| Adjacent | Movement Made (equipment) | Physical calisthenics gear | Not public | E-commerce | Equipment | Live | Separate brand |
| Bonus | Scholarship programme | 25-100% scholarships based on country or life situation | Free / discounted | Application | Access | Live | Goodwill / brand-building |
| Recurring | Community forum & coach access | Bundled with subscription | Bundled | n/a | Community | Live | In-app, not standalone |

### White Space Sondre Doesn't Cover

- **No yoga or flow-based positioning** — engineering + bodyweight framing, no spiritual / mindset layer
- **No teacher-specific track** — general adult audience
- **No event-driven launches** — evergreen subscription model
- **No published 1:1 pricing** — visible but gated tier

### Where Sondre Beats Miles

- **Three-tier subscription pricing** with explicit lifetime option ($299.99) — wider commitment ladder than Miles's single $99/m
- **Massive credibility stack**: MSc Engineering + Street Workout World Cup finalist + 10K+ students + 4.8/5 (315+ reviews) + 1M+ IG. Specifically named credentials, not vibes
- **Personalised quiz LM** — higher-converting than a generic PDF
- **"Stop guessing, train with a plan"** is a directly competing positioning line for Miles's "Lack of structure" buyer (Avatar pain #1 at 76%)
- **Scholarship programme** — competitive moat on goodwill and brand
- **Annual pricing as default upgrade path** — locks in subscribers Miles will be chasing

---

## Competitor: Pliability

**Type:** INDIRECT
**Why on the list:** Sport-agnostic mobility subscription named by Miles's buyers as an alternative tried (Avatar Research Section 8.1). The friction-free monthly billing pattern is what Miles's audience finds when they search "yoga mobility app"
**Primary channel:** Mobile app (formerly ROMWOD) + brand-led marketing
**Audience overlap with client:** Low-medium — they tried it, they bounced, they're now Miles-curious

### Value Ladder Snapshot

| Tier | Offer | Format | Price | Notes |
|---|---|---|---|---|
| Lead Magnet | App free trial | Trial period | Free | Standard |
| Core | Pliability Subscription | Mobility classes, sport-agnostic | **$14.99-$19.95 / month** | Below Miles's $99/m, much lower-friction commitment |

### White Space + Strategic Note

- **Not volleyball-specific, not yoga-specific, not handstand-specific** — buyer churns when sport-specific result doesn't arrive (per Avatar Research: "buyer churns when sport-specific result doesn't arrive")
- **Miles's wedge**: yoga-specific + handstand-specific + active practitioner face + structured progression. Pliability is the generic Miles must out-position

---

## Competitor: Knees Over Toes Guy / ATG (Ben Patrick)

**Type:** INDIRECT
**Why on the list:** Joint-health subscription with explicit shoulder protocol. 3M+ IG. Named in Avatar Research Section 8.8 as price-ceiling competitor. Sport-agnostic but the audience overlap on "fix the shoulder" buyer is real
**Primary channel:** Instagram + ATG subscription app
**Audience overlap with client:** Low-medium — overlap on the buyer who arrives with shoulder / inversion-fear and is shopping for a fix

### Value Ladder Snapshot

| Tier | Offer | Format | Price | Notes |
|---|---|---|---|---|
| Lead Magnet | Free YouTube + transformation story | Founder narrative content | Free | Parasocial trust |
| Core | ATG Online Coaching | Subscription app, includes knees, hips, **shoulders**, full-body protocols | **$49.50 / month** | Direct price-ceiling competitor at near-identical $/m to Miles's Community $99/m |

### White Space + Strategic Note

- **Not yoga / not handstand-specific** — shoulder protocol is generic body-resilience work, not spike / inversion overhead-pattern specific
- **Miles's wedge**: yoga-specific overhead + inversion-pattern shoulder programming. ATG is the body-wide brand; Miles is the niche-specific specialist
- **Pricing dynamic**: ATG at $49.50/m sits below Miles's $99/m. Need to defend the price-gap with positioning ("intermediate-to-advanced practitioner-only, structured progression, live community") rather than feature-equivalence

---

## Competitor: Squat University (Aaron Horschig)

**Type:** INDIRECT
**Why on the list:** Owns the global English-language "shoulder pain through strength" SEO lane. 5M+ IG. PT credential. Named in Avatar Research Section 8.7. Educates the buyer who eventually finds Miles
**Primary channel:** Instagram + YouTube + SEO
**Audience overlap with client:** Low — overlap is at the awareness-stage funnel-top, not at the purchase decision

### Value Ladder Snapshot

| Tier | Offer | Format | Price | Notes |
|---|---|---|---|---|
| Lead Magnet | Free YouTube + IG education | Long-form + short-form | Free | Massive top-of-funnel |
| Core | Various products | Books, courses (powerlifting-skewed) | Various | Not directly competing on yoga / handstand outcome |

### White Space + Strategic Note

- **Powerlifting-skewed, sport-agnostic** — does not address the yoga overhead spike pattern or inversion pattern
- **Strategic role**: educates the buyer toward the product. Miles wins this buyer by being the volleyball-yoga-specific application of principles Squat University has already taught them
- **Threat angle**: if Squat U covered yoga inversions specifically in one video, audience-volume disadvantage is real. Defend with active-practitioner credibility, not credential-stack competition

---

## Competitive Positioning Takeaways

What this whole map tells us — revised after Patrick Beach and Rebel Yoga were added.

1. **Miles has real direct competition.** Earlier read ("yoga-as-vehicle positioning is uncontested") was overstated. Patrick Beach has the inversions specialty + creator-led subscription + teacher-training stack. Liv / Rebel Yoga has the strength + yoga + mobility integration in a named methodology. Both compete for the same intermediate-to-advanced practitioner buyer Miles is selling to. The lane is occupied — Miles wins on *which* angle of differentiation he picks, not on category whitespace.

2. **The strongest differentiation lever available is the methodology name.** Liv has "The Yoga Rebel Method." Miles has "Inverted State of Mind" as a brand but no methodology name. Naming the method (e.g. "The Inverted State Method," "The 4-Pillar Practice," etc.) is one of the cheapest, highest-leverage positioning moves available pre-launch. Worth deciding before LP copy.

3. **The second-strongest differentiation lever is the credentialed co-coach.** None of the three direct competitors have a co-credentialed scientific partner. Patrick has Erica + Chris (other yoga voices), Liv is solo. If Miles adds a Daniel-equivalent (a movement-science / S&C / physio credentialed partner), the positioning shifts from "another yoga creator with a subscription" to "yoga creator + credentialed coach with a method." Structurally unmatched in the set.

4. **Pricing**: $30/m Patrick / $14.99-$19.99/m Pliability / $19.99-$13.33/m Sondre / $49.50/m ATG / $99/m Miles. Miles is the highest-priced subscription in the mapped set. The Community at $99/m needs to justify 3× Patrick's price with: live cohort element + direct creator access + structured 28-day flow + (future) credentialed partner. The justification has to be visible on the LP, not assumed.

5. **The teacher segment is the only genuinely uncontested tier**. Patrick has Awakening Yoga Academy (teacher *certification*), but no business / brand mentorship for teachers. None of the seven competitors offer "how to build a yoga business like the creator did." Miles's planned Business / Teacher Mentorship ($3K-$5K) targets this exact white space and inherits Miles's lived story (built 130k IG, launched ISOM, going through the brand-build process *now*).

6. **Lifetime tier is open.** Sondre offers $299.99 lifetime. Patrick doesn't have one. Liv doesn't have one. Miles's planned $200 Digitalise Programme + a future lifetime Community tier would carve a price-ladder slot none of the others occupy cleanly.

7. **The lead-magnet quality bar is set by Sondre's quiz.** Personalised 2-minute quiz routes the buyer to the right programme without an email commitment. Higher-converting than a PDF or 28-day email sequence. Worth considering pairing Miles's 28-day flow with a quiz-style entry that segments by persona (Teacher / Plateau / Reclaiming / Skill-Hungry / Systematic) before the long-form email nurture.

8. **Closed-funnel pricing is a competitive defensive pattern.** Matthew Smith and Liv both gate pricing behind the lead-magnet opt-in. That converts higher on the LM but loses qualified buyers who want to compare publicly. Miles's current public pricing ($99/m) is positioned as the transparent-premium tier in the set — a defensible posture once the methodology + credentialed-partner narrative is in place.

---

## Gaps in this v1

Where we'd want more data on the next research pass:

- **Rebel Yoga / Liv actual pricing** — closed funnel, accept as "pricing not public" per Joe's 2026-05-19 call (matches the Matthew Smith treatment)
- **Awakening Yoga Academy pricing** (Patrick Beach's teacher training) — relevant for the teacher-mentorship-tier white-space analysis
- **Andry Strong app subscription price** — not surfaced on the landing page, in-app only
- **Patrick Beach retreat pricing** — typical range $2K-$5K for similar yoga retreats, but actuals would sharpen the future-HT-tier conversation
- **Awareness data per competitor**: monthly traffic / search position / IG follower-engagement rate — would feed [[awareness-benchmarks|Awareness Benchmarks]]
- **IG ad library scrape** — what each competitor is actually running as paid creative (would feed [[top-performers-ad-analysis|Top Performers Ad Analysis]])

---

## Related

- [[_index|Dossier Index]]
- [[avatars|Avatars]] — Section 8 named these competitors as buyer-tested alternatives
- [[offerings|Offerings]] — Miles's own value ladder for comparison
- [[offer-comparison-audit|Offer Comparison Audit]] — head-to-head per (offer × competitor) — next
- [[swot|SWOT Analysis]] — synthesis — next
- [[awareness-benchmarks|Awareness Benchmarks]] — per-competitor awareness stage
- [[top-performers-ad-analysis|Top Performers Ad Analysis]] — what each competitor is running as ad creative


---

# Offer Comparison Audit

# Offer Comparison Audit — Miles Mortensen (ISOM)

> Head-to-head answers to ten sales questions, Miles's offer vs each competitor. This is where positioning gets sharp instead of vague.

---

## Purpose

For each (Miles offer × competitor) pair, answer the ten standard sales questions side-by-side. The audit forces clarity on *exactly* where Miles wins, ties, and loses. Output feeds copy decisions (lead with the wins, defuse the losses, ignore the ties).

## How this v1 was scoped

Auditing every (Miles offer × competitor) pair would produce 7 × 7 = 49 audits, most low-value. v1 focuses on the three highest-leverage pairs where positioning sharpening matters most:

- **Audit 1: ISOM Community vs Patrick Beach (Commune Yoga)** — direct subscription head-to-head, 3:1 price gap to justify
- **Audit 2: ISOM Community vs Liv (Rebel Yoga)** — closest positioning analogue, named methodology to position against
- **Audit 3: 8-Week 1:1 Custom Programme vs Patrick Beach Awakening Yoga Academy** — Miles's high-tier vs Patrick's teacher-training tier, both serving the yoga-teacher buyer

Plus a cross-audit synthesis at the end and a finding on the **1:1 white space** (no direct competitor has a coaching tier comparable to Miles's £400 / £1,200 / £1,600 ladder).

## How to populate (future)

**Sources to mine:**
- [[offerings|Offerings]] (Miles side)
- [[competitors-offerings|Competitors Offerings]] (competitor side)
- [[avatars|Avatars]] Section 5 (voiced objections) + Section 6 (emotional triggers) drive the answers

**What good looks like:** 5+ specific bullets per question per side. No vague generic answers. Where a side genuinely doesn't have an answer, say "Could not find" or "No public position."

**Update:** quarterly, or immediately when a competitor materially changes positioning.

---

## The Ten Questions

For each pair:

1. How is your product different from everything else your customer has seen?
2. What's in it for me? What result(s) will this product give me?
3. How do I know this product is real?
4. What has held me back in the past from getting the results I want?
5. Who/what is to blame for my past lack of results?
6. Why should I do this now?
7. Why should I trust you?
8. How does your product work?
9. How can I get started?
10. What do I have to lose?

---

## Audit 1: ISOM Community ($99/m) vs Patrick Beach — Commune Yoga ($30/m)

**Setup:** Patrick is the strongest creator-archetype direct competitor. Same intermediate-to-advanced practitioner buyer, same inversions specialty, same subscription model. Price gap is 3.3×. This audit determines whether Miles can defend the $99/m price-tier on positioning rather than features.

| # | Question | ISOM Community | Patrick Beach / Commune Yoga |
|---|---|---|---|
| 1 | How is your product different? | (a) Structured 28-day on-ramp from cold to consistent practice. (b) Live cohort element + direct creator access inside community. (c) ISOM methodology (still un-named, see [[competitors-offerings\|positioning takeaways]]). (d) Planned credentialed-coach partner adds movement-science layer. (e) Strength + flexibility + inversions integrated, not separated into class types | (a) Library scale: 1,300+ classes across 5 years. (b) Three-instructor model (Patrick / Erica / Chris) — multi-voice depth. (c) Philosophy-rich content alongside skill work. (d) Physical Commune studio in Seattle (real-world brand anchor). (e) Co-founder of Awakening Yoga Academy (separate teacher-training brand) |
| 2 | What's in it for me? | Structured progression from where you are now to inversions you couldn't do before. Strength + flexibility + inversions in one weekly plan. Direct support from Miles inside the community. Pathway upgrades into 1:1 if you want personalised work | Daily-practice variety. Take any class for any mood. Build a regular practice. Inversions as one specialty area inside a 1,300-class library. Three different teaching voices to find a fit |
| 3 | How do I know this product is real? | 130k IG. International teaching career (UK, AU, Bali). 4 years Playbook history (300+ verified 5-star reviews on $45/30-min). Discord live, existing coaching clients onboarded as first wave. *Gap*: paid testimonials from the Community tier specifically (currently zero — pre-launch) | 5+ years of platform operation. 1,300+ classes shipped (the proof is the cadence). Named to Top 100 Most Influential Yoga Teachers (Greatist / Sonima). Awakening Yoga Academy as adjacent credibility plate. Physical Commune studio in Seattle |
| 4 | What has held me back? | (Per [[avatars\|Avatar Research]]: 76% "no structure / plan", 69% "plateau," 56% "fear of falling," 53% "no personalised feedback.") Miles directly addresses with 28-day flow + live community + 1:1 upgrade path | Same buyer pain set. Patrick implicitly addresses with "consistent daily practice" framing, but the platform is browse-not-progress. The library answers "what should I do today?" but not "how do I progress in a structured way over 12 weeks?" |
| 5 | Who's to blame? | Generic mobility apps (Pliability, ATG). Fragmented YouTube. No-progression workshops. Lack of teacher continuity. Patrick implicitly competes on the same answer | Same answer at the category level. Patrick competes here on volume and longevity ("just keep practising") rather than mechanism ("here's the structured progression") |
| 6 | Why now? | Founding-member pricing on launch (planned). Pre-launch waitlist for early access. Specific cohort start dates create real calendar pressure if positioned as athlete-development. *Gap*: this urgency is planned, not yet live | Evergreen. No structural urgency beyond "start your free trial today." Subscription business model treats every day as equally good to start, which is honest but soft as a forcing function |
| 7 | Why trust you? | International teaching CV + 130k IG + Playbook 300+ verified reviews + (planned) Daniel-equivalent credentialed partner + (planned) cohort delivery showing structural commitment | 5-year Commune Studio track record + Top 100 Most Influential plate + Awakening Yoga Academy (200hr + 300hr teacher training) as teacher-credibility marker + three-instructor model = team-level operation, not solo creator |
| 8 | How does it work? | Subscribe → Pablo + Discord access → run 28-day intro flow → 3 classes/week (Flow + Strength/Flexibility + Skill) + community check-ins + book-a-call CTA inside the platform | Subscribe → Commune online access → 4 new classes per week + browse 1,300+ existing classes + three instructors. Library-first model |
| 9 | How can I get started? | 28-day free training opt-in → email sequence → Community subscription. *Alternative*: book-a-call funnel direct from email broadcasts to 1:1 tier. (Two-track funnel) | "Start Your Free Trial Today" → monthly or annual subscription. Single-track, friction-light |
| 10 | What do I have to lose? | (Planned) founding-member pricing window. Cancel-anytime stated. Currency in published copy unclear (USD vs GBP — see [[offerings\|Offerings open questions]]) | Cancel anytime. Lower monthly commitment ($30 vs $99). Annual upgrade at $275/year ($22.92/m effective) is a clear price-lane below Miles's $99/m floor |

### Verdict

- **Where Miles clearly wins:** Structured 28-day on-ramp (Patrick's library is browse-not-progress). Direct creator access inside community + 1:1 upgrade pathway (Patrick has no 1:1 tier visible). Planned credentialed-coach partner (Patrick is multi-instructor not multi-credential).
- **Where Miles clearly loses:** Library scale (3-5× Patrick's lead). Multi-voice depth (single creator vs three). Price ($30 vs $99 — a 3.3× gap to justify). Established brand-history credibility (5 years of consistent operation vs Miles's launch).
- **Where it's a tie:** Buyer-pain framing. Creator credibility at the personal level. Community access model (both bundled, neither paid premium).
- **Implications for copy:**
  - Lead Miles's positioning with **structured progression + direct access + integrated method**, not with library size or class count
  - Justify $99/m vs $30/m on **what Patrick deliberately doesn't offer**: 1:1 upgrade, cohort delivery, credentialed-coach partner, methodology framing
  - Don't compete on philosophy depth or library breadth — Patrick wins those for the next 12 months minimum
  - The teacher subsegment is open for Miles because Patrick's teacher pathway is *Awakening* (cert), not *brand-build mentorship*. See [[swot\|SWOT]] strategic implications

---

## Audit 2: ISOM Community ($99/m) vs Liv — Rebel Yoga (closed funnel pricing)

**Setup:** Liv is the closest positioning analogue. "The Yoga Rebel Method" integrates strength + yoga + mobility into a structured weekly plan — verbatim Miles's framing. Female-focused (Miles is 80% female). Dedicated mobile app. Closed-funnel pricing pattern. This audit determines how Miles differentiates *against the same positioning*, not against a different one.

| # | Question | ISOM Community | Liv / Rebel Yoga |
|---|---|---|---|
| 1 | How is your product different? | (a) Live cohort + direct creator access inside community. (b) 28-day structured on-ramp flow. (c) Integrated strength + flexibility + inversions. (d) Planned credentialed-coach partner. (e) Pricing publicly stated (transparent-premium) | (a) **Named methodology**: "The Yoga Rebel Method" gives buyers a phrase to remember. (b) Integrated strength + yoga + mobility in one weekly plan (same as Miles). (c) Dedicated iOS app (Miles is Pablo web-first). (d) 40+ programmes inside the library. (e) Female-first positioning explicit |
| 2 | What's in it for me? | Same outcome promise as Liv: structured progression, end the saved-reels problem, confidence in what you're doing. Direct creator access. Pathway into 1:1 | "Finally feel confident in what you're doing with your workouts." Structured weekly plan, no random training, follow-along simplicity. Daily Liv access via community board |
| 3 | How do I know this product is real? | 130k IG + 4-year teaching CV + Playbook 300+ reviews + planned credentialed partner | Established platform with 600+ classes + 40+ programmes + dedicated app + Liv as a known creator across YouTube + IG + Facebook. *Could not find*: explicit follower count, years-in-operation, third-party credibility plates |
| 4 | What has held me back? | Same answer set as Audit 1 — 76% no structure, 69% plateau, 56% fear, 53% no personal feedback | Same — Liv directly attacks the 76% structure problem with "structured weekly plan." Closest competitor on this dimension |
| 5 | Who's to blame? | Same — generic apps, fragmented content, no continuity | Same — Liv competes on the same answer, almost identical positioning |
| 6 | Why now? | Same as Audit 1 — founding-member pricing planned, cohort dates as forcing function | Evergreen, 7-day free trial. No structural urgency |
| 7 | Why trust you? | International teaching CV + 130k IG + Playbook reviews + planned credentialed partner. Miles's narrative is journey-led ("I built this because I needed it too") | "Yoga Rebel Method" branding suggests proprietary methodology. Daily community access. *Gap*: visible credentials, third-party validation, named cohort outcomes |
| 8 | How does it work? | Subscribe → Pablo + Discord access → 28-day intro → 3 classes/week → community → book-a-call upgrade | Subscribe → app or web access → follow structured weekly plan → 600+ class library → daily community board with Liv |
| 9 | How can I get started? | 28-day free training opt-in → email sequence → subscription. Two-track funnel (also book-a-call) | 7-day free trial → subscription. Pricing only visible inside trial. Single-track funnel |
| 10 | What do I have to lose? | (Planned) founding-member pricing window. Cancel anytime | 7-day free trial reduces risk to zero. Cancel anytime. *Gap*: pricing only revealed inside trial — buyer is paying with email + intent commitment before knowing the price |

### Verdict

- **Where Miles clearly wins:** Transparent pricing (positioning as premium-on-purpose vs Liv's closed funnel). Live cohort + 1:1 upgrade pathway (Liv has no visible 1:1 tier). International teaching credibility (Miles has named teaching CV; Liv's credentials are creator-led). Pricing strategy explicitness.
- **Where Liv clearly wins:** **Named methodology** ("The Yoga Rebel Method" is a marketing handle Miles doesn't yet have). Female-first positioning is tighter than Miles's gender-neutral framing. Dedicated mobile app vs Pablo web. Library scale (600+ vs growing).
- **Where it's a tie:** Buyer-pain framing. Creator-led brand. Integrated strength + yoga + mobility positioning (verbatim the same).
- **Implications for copy:**
  - **Method-name decision is now load-bearing**. Liv has one; Miles doesn't. Even a working candidate ("The Inverted State Method" / "The 4-Pillar Practice") would let LP copy match Liv's structural advantage
  - Lead with the **live cohort + 1:1 upgrade pathway** as the differentiation Liv doesn't offer
  - Don't compete on app polish or library scale in the first 6 months — Liv wins those
  - Female-first messaging is on the table: Miles's actual audience is 80% female, but his published copy is gender-neutral. Tighter female-first framing on some campaigns may convert better, especially against Liv

---

## Audit 3: 8-Week 1:1 Custom Programme (£1,200) vs Patrick Beach — Awakening Yoga Academy

**Setup:** Miles's mid-tier 1:1 vs Patrick's teacher-training brand. Different product types (1:1 coaching vs cohort-based teacher certification) but both serve the yoga-teacher subsegment (33% of Miles's audience per [[avatars|Avatars]] Section 8 Persona 1). This audit informs whether Miles should reposition 1:1 toward teacher-business mentorship to fight Patrick on Patrick's adjacent turf.

| # | Question | Miles 8-Week 1:1 (£1,200 mid-tier) | Patrick Beach Awakening Yoga Academy |
|---|---|---|---|
| 1 | How is your product different? | 1:1 coaching, not cohort. Bespoke 8-week programme. Active in-flight teaching support + WhatsApp + video reviews + community access. Personalisation is the product | 200-Hour or 300-Hour teacher training programmes. Online + in-person hybrid. Cohort-based. Yoga Alliance certification at the end. Co-founded with Carling Harps. Brand-recognised credential at the end |
| 2 | What's in it for me? | Personalised programme matched to your body. Direct support from Miles. Weekly structure. Video feedback. Builds the lived experience teachers need to demo what they teach | Yoga Alliance certified teacher credential. Lineage and brand association. Network of teacher-trainees. The credential is the deliverable |
| 3 | How do I know this product is real? | Miles's Playbook history (300+ 5-star reviews at $45/30-min — direct evidence Miles can convert 1:1 attention into transformation). Personal teaching CV across UK, AU, Bali | Awakening Yoga Academy track record + Yoga Alliance accreditation (third-party authority) + Patrick + Carling Harps named teaching team + recognised global YTT brand |
| 4 | What has held me back? | "I can't teach what I can't do" (Persona 1 — Frustrated Teacher, 30-35% of audience). Imposter syndrome. Students asking for inversions teacher can't demo | Same teacher-segment pain, but Patrick attacks it as a *credential gap* (you need more training) rather than a *practice gap* (you need to actually do the thing) |
| 5 | Who's to blame? | YTT didn't prepare you for advanced postures. Class numbers affected. Generic free content. Lack of personalised feedback | Same — Patrick implicitly positions YTT and other-creator training as insufficient and his Awakening 200hr/300hr as the better path |
| 6 | Why now? | Studio season, certification renewal cycles, professional credibility windows | YTT cohort dates are calendar-locked. Real structural urgency |
| 7 | Why trust you? | Active teacher + active creator + 130k IG + 300+ Playbook reviews + personal teaching CV | 5-year Commune track record + Top 100 Most Influential plate + Awakening Yoga Academy 200hr/300hr cohorts as live evidence of teacher-training operating capability |
| 8 | How does it work? | 1-hour assessment → bespoke 8-week programme → weekly structuring → video feedback → WhatsApp support → community access | Apply → join cohort → online + in-person modules → assessment → Yoga Alliance certification |
| 9 | How can I get started? | Book-a-call funnel → discovery → enrolment | Application form → cohort entry. Cohort start dates create real urgency |
| 10 | What do I have to lose? | High-touch personal commitment at £1,200. No drop-out structure visible | Cohort dropout means lost spot. Higher financial commitment (typical YTT pricing $3K-$6K) but cohort-based community |

### Verdict

- **Where Miles clearly wins:** Personalisation (1:1 vs cohort). Active in-flight support (WhatsApp + video review during the engagement, not just at end-of-cohort). Faster time-to-value (8 weeks vs 200-300hr cohort timeline). Lower financial commitment (£1,200 vs typical YTT $3K-$6K).
- **Where Patrick wins:** Yoga Alliance credential at end. Cohort community / network effect. Established brand (5-year track record). Real structural urgency built into cohort dates.
- **Where it's a tie:** Both serve the teacher subsegment. Both attack imposter syndrome.
- **Implications for copy + strategy:**
  - These products **don't really compete on the same axis**. Patrick sells a credential; Miles sells a transformation
  - **The strategic question is whether Miles should add a credential-style offer** (e.g. teacher-mentorship certification at a higher tier) to fight Patrick on Patrick's lane. The Business / Teacher Mentorship ($3K-$5K) future tier from [[offerings|Offerings]] is the answer if the answer is yes
  - For now, Miles's 1:1 ladder serves the **personal-transformation buyer** in the teacher segment, not the credential-seeking buyer. Patrick wins the credential-seeker
  - Copy implication: Miles's 1:1 should *not* try to compete on "teacher training" framing. Lead with "the lived experience your students can feel" instead of "another certification"

---

## Cross-Audit Synthesis

What emerges across all three audits combined.

### Where Miles wins consistently (lead with these in copy)

1. **Live cohort + direct creator access** inside the Community — neither Patrick nor Liv has this at their published tier
2. **1:1 upgrade pathway** — Miles is the only creator in the direct competitor set with a published 1:1 ladder. The £400 / £1,200 / £1,600 tiers are uncontested in the direct competitor field
3. **Structured 28-day on-ramp from cold to consistent practice** — Patrick's library is browse-first, Liv's structured plan doesn't have the explicit 28-day intro flow
4. **Planned credentialed-coach partner** — Patrick has multi-instructor (other yoga voices), Liv is solo, Miles can add the science layer

### Where Miles loses consistently (defuse or de-prioritise)

1. **Library scale** — Patrick 1,300+, Liv 600+, Miles growing. 12-month minimum to close
2. **Established brand history** — Patrick 5+ years, Liv ~3 years (estimated), Miles launch phase
3. **Named methodology** — Liv has "The Yoga Rebel Method." Miles doesn't yet have a method name. **Highest-leverage cheap fix** (decision flagged per Joe 2026-05-19 to leave for later)
4. **App polish** — Liv has dedicated iOS app. Miles is Pablo web. Real but not load-bearing in v1

### The 1:1 White Space — A Finding Worth Naming

None of the seven mapped competitors (3 direct, 2 adjacent, 2 indirect) have a published 1:1 coaching ladder at Miles's £400 / £1,200 / £1,600 tier. Patrick has retreats and teacher training but no published 1:1. Liv has nothing visible above the subscription. Matthew Smith has toolkits but no coaching. Andry and Sondre have premium tiers but pricing is gated.

**Strategic implication:** Miles's 1:1 is genuinely uncontested at this price tier in this lane. The book-a-call funnel can lead with "1:1 access to the creator you're already learning from on IG" as the differentiator — because for Patrick, Liv, Matthew, Andry, Sondre, that's structurally unavailable.

This is the strongest *commercial* finding from the audit. The £600K target is 70% 1:1; the 1:1 white space is the structural reason that target is reachable. The community + LM funnel exists to feed buyers into the uncontested 1:1 ladder.

### Implications for Stage 3 Output (Craft Offer)

When we move to [[craft-offer|Craft Offer]], the four positioning levers ranked by leverage:

1. **Method name decision** (highest leverage, lowest cost) — even a provisional name unlocks LP copy advantages immediately
2. **1:1 ladder positioning as primary commercial vehicle** — 70% revenue target, structurally uncontested
3. **Credentialed-coach partner** (Daniel-equivalent) — recruiting one is medium-cost, but the positioning shift is substantial
4. **28-day flow as the differentiated on-ramp** — already in production, just needs LP copy that explicitly contrasts against Patrick's "browse the library" and Liv's "follow the plan" generic framings

---

## Gaps in this v1

Where we'd want more data on the next research pass:

- **Conversion data per competitor** — what's Patrick's trial-to-paid rate? Liv's? Without this we can't price-test Miles's $99/m against demonstrated paid-conversion benchmarks
- **Awakening Yoga Academy pricing** — would sharpen Audit 3 on the teacher-mentorship tier
- **Retreat pricing per competitor** — Patrick + likely Liv both run retreats not visible in homepage data. Future-HT-tier sizing depends on this
- **Audit pairs not yet done**: Miles vs ATG (the $49.50/m mid-price subscription competitor with explicit shoulder protocol) is the most useful remaining pair

---

## Related

- [[_index|Dossier Index]]
- [[offerings|Offerings]]
- [[competitors-offerings|Competitors Offerings]]
- [[avatars|Avatars]]
- [[swot|SWOT Analysis]] — next, synthesises the audit findings into Strengths / Weaknesses / Opportunities / Threats
- [[craft-offer|Craft Offer]] — uses the audit findings as direct input to offer architecture


---

# SWOT Analysis

# SWOT Analysis — Miles Mortensen (ISOM)

> Strengths, weaknesses, opportunities, threats. Done at four levels: Miles the person + brand, and three per-product SWOTs (Community subscription, 1:1 ladder, 28-Day Free Training LM). The act of writing it surfaces what to lead with and what to defend.

---

## Purpose

A SWOT done lazily reads like generic LinkedIn advice. A SWOT done well is the briefing document for every campaign decision. Strengths feed the lead claims in copy. Weaknesses get pre-empted in objection handling. Opportunities feed the roadmap. Threats feed the launch timing and defensive moves.

## How to populate

**Sources mined for this v1:**
- [[avatars|Avatars]] — pain / desire / language / persona data
- [[offerings|Offerings]] — current value ladder + commercial structure
- [[competitors-offerings|Competitors Offerings]] — 3 direct + 2 adjacent + 2 indirect competitors mapped
- [[offer-comparison-audit|Offer Comparison Audit]] — three priority head-to-head audits + cross-audit synthesis
- [[../miles-mortensen|Client Doc]] — engagement history + current status

**What good looks like:** 6-8 entries per quadrant per SWOT. Each one specific, not generic. Evidence cited where possible (follower counts, audit findings, named competitor moves).

**Update:** quarterly, or when a major external event shifts the threat or opportunity landscape (algorithm change, competitor launch, regulatory shift, market expansion).

---

## SWOT 1 — Miles Mortensen / ISOM (person + brand)

| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| **S1.** 130k IG audience built organically with no extraction system in place. Massive un-monetised attention surface | **W1.** Single-platform dependence on Instagram. No TikTok, no YouTube cadence, no website pipeline. Algorithm risk concentrated | **O1.** 1:1 ladder white space at £400 / £1,200 / £1,600 — uncontested in the direct competitor set per [[offer-comparison-audit\|Cross-Audit Synthesis]]. Biggest commercial opportunity | **T1.** Patrick Beach or Liv launching a 1:1 tier would close the white space overnight. Both have the audience and the credibility to do it |
| **S2.** International teaching credentials: 14 years London, 4 years Bali, retreats and workshops globally. Active not retired | **W2.** No named methodology. Liv has "The Yoga Rebel Method" — Miles has the ISOM brand but no method handle. Method-name decision parked (Joe 2026-05-19) | **O2.** Teacher-business mentorship tier ($3K-$5K) — uncontested by Patrick's Awakening Yoga Academy (certification, not brand-build mentorship). Targets the 30-35% teacher persona segment | **T2.** Patrick or Liv launching a teacher-business mentorship tier would close that segment white space. Patrick already has the teacher-credibility plate via Awakening |
| **S3.** 300+ verified 5-star Playbook reviews on $45 / 30-min sessions. "More out of one hour with Max than months of social training" — direct trust signal Miles inherits across new offers | **W3.** No credentialed-coach co-brand. Patrick has multi-instructor team, Sondre has MSc Engineering. Miles is solo. Decision to recruit Daniel-equivalent parked (Joe 2026-05-19) | **O3.** Method-name unlock (when un-parked) is the cheapest highest-leverage move available. Marketing handle directly equivalent to Liv's positioning advantage | **T3.** IG algorithm shift or reach suppression during the launch window. Bali → AVC equivalent → London travel calendar collides with launch dates |
| **S4.** Counter-stereotype identity: heavy metal, gym, yoga. Authentic differentiation from the dominant yoga creator archetype | **W4.** Email list of 2.5k subscribers vs 130k IG. List-build leverage massively underused. 53% open rate is fine, near-zero CTR is the engagement problem | **O4.** Credentialed-coach partner (when un-parked) would shift positioning from "creator with a community" to "creator + scientific method + credentialed coach." Structurally unmatched in direct competitor set | **T4.** ATG (KOTG) launching yoga-specific shoulder programme. They already have explicit shoulder protocol at $49.50/m + 3M IG. Single hero video lands the audience overlap |
| **S5.** Exceptional audience research already done — 55-call analysis with frequency data on pains, desires, language, objections. Most clients arrive at GrowthOpX without this depth | **W5.** Currently 0 GrowthOpX-built products publicly launched. Beta-only state. Legacy 1:1 still sellable via book-a-call but ads paused (Instagram opt-out issue, resolves end of May) | **O5.** Lifetime tier slot open. Sondre offers $299.99 lifetime, Patrick + Liv don't. Miles's planned Digitalise Programme ($200) + a future lifetime Community equivalent carves a clean ladder slot | **T5.** Subscription fatigue at $99/m. Audience already pays Pliability ($14.99-$19.95) + ATG ($49.50) + Patrick ($30) and may default to lower-friction alternatives |
| **S6.** ISOM is a strong brand name with built-in messaging hook ("Inverted State of Mind"). Brand thesis depth — "yoga is the vehicle, human development is the destination" — genuine and articulable | **W6.** Pricing inconsistency across published surfaces (USD vs GBP). 1:1 ladder is £, Community is $, Digitalise is mixed. Confusing for global buyers | **O6.** Personalised quiz-style LM (Sondre's pattern) higher-converting than 28-day email flow. Pair with the existing 28-day flow to segment by persona before email nurture | **T6.** Bali + baby due (~May 18) compresses Miles's content production capacity exactly when launch needs the most filming and ad creative |
| **S7.** Brand-level visual asset library exists (Pincher / Strength / Handstand course covers + branded photography). Visual production for 2026-05-20 call is in flight | **W7.** Solo-creator content production bottleneck. No team filming, editing, or scheduling. Setter starts June (sales support only, not content) | **O7.** Setter starting June 2026 — accelerates 1:1 funnel conversion just as the Community subscription launches. Sales pressure off Miles | **T7.** Setter onboarding curve. First 30-60 days of any setter typically converts poorly while ramping. Launch revenue depends on this hitting fast |
| **S8.** Live Discord with existing coaching clients onboarded as first wave. Real testimonial inventory accumulating pre-launch | **W8.** No third-party credibility plate. Patrick has Top 100 Most Influential, Sondre has Street Workout World Cup finalist + MSc, Andry has 1M+ social proof at scale. Miles has personal credibility but no external authority marker | **O8.** AVC-style real-world urgency hooks. Yoga calendar — retreat seasons, teacher training enrollment, certification renewal cycles, summer practice peaks — gives natural campaign windows | **T8.** Jha's $3K-$5K pricing test live-on-calls creates inconsistency. Buyer hears one price on a call, sees another on the website. Trust erosion risk if not resolved |

---

## SWOT 2 — ISOM Community ($99/m subscription)

| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| **S1.** Live cohort element + direct creator access inside Community — uncontested in direct competitor set per [[offer-comparison-audit\|Audit 1 and 2]] | **W1.** Library scale far behind Patrick (1,300+) and Liv (600+). 12-month minimum to close the content-depth gap | **O1.** Founding-member pricing on launch (planned). Real scarcity mechanism tied to first 100 buyers | **T1.** Patrick at $30/m as a "good enough" default. 3.3× price gap to defend on positioning rather than features |
| **S2.** 1:1 upgrade pathway visible inside community — Patrick has none, Liv has none, structurally differentiating | **W2.** No named methodology. Buyer can't say "I'm running [name of method]" the way Liv's customers can with "The Yoga Rebel Method" | **O2.** Future paid Discord premium tier (Office Hours with Miles + future credentialed coach) modelled on Better-at-Beach's private FB community pattern | **T2.** Liv at closed-funnel pricing (likely lower than $99/m) with named methodology + dedicated iOS app captures the same buyer with less friction |
| **S3.** Structured 28-day on-ramp from cold to consistent practice. Patrick's library is browse-not-progress; Liv's plan doesn't have the explicit on-ramp | **W3.** Pre-launch with zero paid testimonials specifically for the Community tier. Legacy Playbook reviews are 1:1, not Community | **O3.** Method-name unlock would directly lift this offer's positioning. Highest-leverage cheap move | **T3.** Subscription fatigue. Buyer already paying for Pliability + ATG + Patrick may treat $99/m as the marginal subscription cut |
| **S4.** Transparent pricing publicly stated — Patrick has it ($30), Liv doesn't (closed funnel), Matthew Smith doesn't. Positions Miles as premium-on-purpose | **W4.** Pablo web-first delivery vs Liv's dedicated iOS app. Daily-practice buyer wants the path of least friction | **O4.** Female-first messaging variant for some campaigns. Audience is 80% female per [[avatars\|Avatars Section 1]], but published copy is gender-neutral. Tighter framing may convert better against Liv's explicit female-first positioning | **T4.** Pliability / ATG capturing buyers who want low-friction monthly subscription. $14.99-$19.95 Pliability sits at impulse-level pricing Miles can't match |
| **S5.** Integrated strength + flexibility + inversions — directly addresses 76% buyer pain ("no structure / plan" per Avatars) | **W5.** 3.3× price gap vs Patrick to justify on every LP visit. Justification has to be visible, not assumed | **O5.** AVC-style real-world urgency hooks tied to yoga calendar. Retreat season opens, teacher training enrollment, certification renewal — natural campaign windows | **T5.** Patrick adding a 1:1 tier or named cohort programme would erode the structural differentiation |

---

## SWOT 3 — 8-Week Custom Programme 1:1 Ladder (£400 / £1,200 / £1,600)

| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| **S1.** Genuinely uncontested at this price tier in the direct competitor set per [[offer-comparison-audit\|Audit 3 and Cross-Audit Synthesis]]. Patrick has retreats and teacher training but no published 1:1. Liv, Matthew, Andry, Sondre have nothing comparable | **W1.** No published case studies from the new programme specifically. Only legacy Playbook reviews (300+, but aggregated and on $45/30-min, not on the £400-£1,600 tier) | **O1.** Higher pricing test (Jha's $3K-$5K push). Setter onboarding gives the right environment to test pricing in real conversations rather than republishing the offer | **T1.** Patrick or Liv launching a 1:1 tier would erode the white space. Both have the audience and credibility to launch within 60 days |
| **S2.** 300+ verified Playbook reviews validate Miles can convert 1:1 attention into transformation. Direct trust signal | **W2.** Currency inconsistency (£ vs $) creates friction for global buyers. Need to lock canonical currency per offer | **O2.** Hybrid 1:1 + cohort model — leverages Miles's time across multiple buyers, addresses the capacity bottleneck | **T2.** Bali + baby due (~May 18) compresses Miles's 1:1 delivery capacity in the exact window the funnel is being built |
| **S3.** Three-tier ladder offers sales-call menu flexibility. £400 / £1,200 / £1,600 covers different buyer commitments | **W3.** Jha-pushed $3K-$5K pricing test creates message inconsistency between calls and published surfaces. Trust erosion risk | **O3.** Teacher-segment positioning explicitly carved out — 33% of audience per [[avatars\|Persona 1]], no direct competitor offers this | **T3.** Setter not converting at expected rate forces price reductions and undermines the white-space advantage |
| **S4.** Primary commercial vehicle — 70% of £600K target ($420K) sits in this ladder. The Community + LM funnel exists to feed this | **W4.** Time-intensive delivery. Capped at how many 1:1 clients Miles can hold simultaneously, capped further by his content production and personal time | **O4.** Long-form content (case studies, transformation videos) — addresses the proof gap (W1) and seeds the next 30-60 days of paid creative | **T4.** ATG ($49.50/m with explicit shoulder protocol) capturing the pain-relief buyer who would otherwise enter Miles's funnel and convert into 1:1 |
| **S5.** Setter starting June 2026 — accelerates 1:1 funnel conversion exactly when ads relaunch | **W5.** No standardised intake / qualifying flow visible. Setter will need a documented script + qualification matrix to convert effectively | **O5.** Pair with the Community → 1:1 upgrade pathway as the structural funnel. Community sells the daily-practice habit; 1:1 sells the breakthrough block | **T5.** Buyer-paralysis on the three-tier menu. Without sharp differentiation between £400 / £1,200 / £1,600, buyer defaults to the lowest or doesn't buy at all |

---

## SWOT 4 — 28-Day Free Training (lead magnet, in production)

| Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|
| **S1.** Combines existing 7-day Pincher / Strength / Handstand blueprints — zero new filming required. Asset reuse at its cleanest | **W1.** Slow time-to-value vs Sondre's 2-minute personalised quiz. Buyer who wants quick personalisation defaults elsewhere | **O1.** Pair with quiz-style LM for top-of-funnel segmentation. Quiz routes to right persona before the 28-day nurture begins | **T1.** Pablo no-drip-feed mechanic means buyers consume everything immediately — sequence pressure relies entirely on email nurture, not platform structure |
| **S2.** Email-driven nurture solves Pablo's no-drip-feed mechanic. First email frame: "by the way, everything is in there — you can binge if you want" reframes the problem | **W2.** Existing email list of 2.5k has near-zero CTR. Sending the 28-day flow into a dormant list may sabotage delivery rates for ad-driven traffic | **O2.** Email-warm-up campaign to existing 2.5k subscribers before launch. Improves sender reputation before cold traffic arrives | **T2.** Email open / deliverability rate degradation if 28-day flow underperforms early. Once Mailchimp / ConvertKit / [provider] flags the sender, recovery is slow |
| **S3.** Visual production in flight for 2026-05-20 call. Branded covers + banner being generated in AI Kit from existing brand reference | **W3.** No personalisation in the 28-day flow as currently designed. Same flow for Persona 1 (Frustrated Teacher) and Persona 5 (Systematic High-Achiever) | **O3.** AVC-style real-world urgency hooks. Retreat seasons, teacher training enrollment windows, summer practice peaks give natural campaign-window pressure | **T3.** Liv's 7-day free trial converts faster (full platform access for a week). 28-day flow asks for more commitment up-front and may filter out buyers Liv captures |
| **S4.** 28 days is differentiated — longer-form than typical 7-day free training, builds investment | **W4.** Requires email engagement to convert. If list is dormant and traffic doesn't open / click, the flow doesn't deliver buyers to Community | **O4.** UGC + completion content from beta buyers running the 28 days — feeds the [[proof\|Proof]] section and the next 60 days of organic content | **T4.** Sondre's quiz LM gives buyers a one-step decision in 2 minutes. The 28-day flow requires 28 days of engagement before conversion — much higher bar |

---

## Strategic Implications

What the four SWOTs together tell us about what to do next, ranked by leverage.

### 1. Method-name decision is load-bearing for Stage 3 Craft Offer

(Currently parked per Joe 2026-05-19.) Surfaces consistently across W1.2, O1.3, O2.3, S2.2. Without a method name, LP copy lacks a marketing handle Liv has and Patrick doesn't (yet). When un-parked, this is the cheapest high-leverage move available. Recommendation: name it before [[craft-offer|Craft Offer]] is finalised, even if provisional.

### 2. 1:1 ladder is the structural commercial answer

70% of £600K target sits in 1:1. Direct competitor set has nothing comparable. The Community + 28-day LM funnel exists to feed 1:1, not as standalone revenue engines. Copy for Community should always include a 1:1 upgrade hook, not stand alone as a subscription pitch.

### 3. Single-platform IG dependence is the biggest unmitigated threat

(T1.3, W1.1.) One algorithm shift during launch derails the £600K target. No immediate fix possible — TikTok and YouTube buildout take months. Mitigation: get the email list growing fast (the LM funnel does this), so when IG variance hits, the email channel is a working fallback. Treat email list size as the most important pre-launch metric.

### 4. The teacher-business mentorship tier is the highest-value un-built product

Uncontested in the direct competitor set. Patrick has certification (Awakening) but no brand-build mentorship. 33% of audience is the teacher persona. Pricing target $3K-$5K per engagement. Build target: Q4 2026 post-Community-launch, after the 1:1 ladder has 50+ paid clients to validate the demand.

### 5. Credentialed-coach partner recruitment is the second-highest-leverage move

(Currently parked per Joe 2026-05-19.) S1.7 / W1.3 / O1.4. When un-parked, repositions Miles from "creator with a subscription" to "creator + scientific method + credentialed coach" — structurally unmatched in the direct competitor set.

### 6. Pre-launch defensive priorities

| Priority | Action | Why |
|---|---|---|
| Currency lock | Pick USD or GBP per offer and update all surfaces | Pricing inconsistency = trust erosion |
| Setter playbook | Document intake script + qualification matrix for the June setter | Onboarding curve risk (T1.7) |
| Email list warm-up | Re-engage 2.5k existing subscribers before launch traffic arrives | Deliverability risk (W4.2 / T4.2) |
| Founding-member structure | Lock the 100-buyer founding cap + price + bonus stack pre-launch | Urgency mechanism for Community (O2.1) |
| Proof inventory | Capture beta-buyer testimonials + completion videos from existing Discord cohort | Proof gap (W2.3 / W3.1) |

---

## Lead Claims for Copy (from the four SWOTs combined)

The strengths that should anchor LP copy and ad creative, in priority order:

1. **1:1 upgrade pathway directly accessible from inside the Community** — uncontested differentiator
2. **Structured 28-day on-ramp from cold to consistent practice** — addresses 76% buyer pain (Avatars #1)
3. **International teaching credentials + 130k IG audience + 300+ Playbook 5-star reviews** — credibility stack
4. **Active practitioner**, not retired pro recycling old footage — same lever Max Senica uses against retired competitors
5. **ISOM brand thesis** — "yoga is the vehicle, human development is the destination" gives ISOM a meaning competitors can't quickly replicate

## Objections to Pre-Empt (from the weaknesses)

Each weakness becomes an objection a buyer will silently weigh. Address each on the LP or in the welcome sequence:

1. **"$99/m is more than other subscriptions"** → frame as premium-on-purpose: cohort + direct creator access + 1:1 pathway
2. **"How do I know this delivers when there are no testimonials for the Community specifically?"** → lead with Playbook 5-star reviews + beta-buyer Discord screenshots as Community ramps
3. **"I'm already paying for [Patrick / Pliability / ATG]"** → reframe Community as the integrated alternative, not the additional cost
4. **"What's the method?"** → method-name decision (parked) — when unlocked, address explicitly. Until then, lead with the 28-day structured on-ramp as the method-equivalent
5. **"Why no app?"** → defer with "Pablo + Discord works on every device" until app investment is justified

---

## Related

- [[_index|Dossier Index]]
- [[avatars|Avatars]]
- [[offerings|Offerings]]
- [[competitors-offerings|Competitors Offerings]]
- [[offer-comparison-audit|Offer Comparison Audit]]
- [[craft-offer|Craft Offer]] — next. Strategic implications above feed directly into the per-offer architecture


---

# Craft Offer

# Craft Offer — Miles Mortensen (ISOM)

> Per-offer architecture. Each product gets its own Craft Offer instance. Frameworks combined from the GrowthOpX creative strategist workflow and the Far From dossier method: MAGIC naming, value equation scoring, scarcity/urgency/bonuses/guarantee design, "Stupid Saying No" test, seasonal campaign calendar.

---

## Purpose

Forces a deliberate, defensible architecture for every offer the client sells. Without this, offers default to "price + bullet list of features" and underperform. With this, every offer has a named promise, a defended price, a layered enhancement stack, and a campaign calendar that ties to the buyer's real-world urgency.

## How to populate

**Sources to mine:**
- [[avatars|Avatars]] (Sections 3-6 directly feed the offer architecture)
- [[offerings|Offerings]] (the offer being crafted)
- [[offer-comparison-audit|Offer Comparison Audit]] (positioning relative to competitors)
- [[swot|SWOT Analysis]] (strengths to lead with, threats to defuse)
- [[../../Workflows/_index|Creative Strategist Workflow]] for the framework reference

**What good looks like:** every field has a specific answer, not a placeholder. MAGIC name is testable (does it actually contain the five elements?). Value equation scores are honest (a 6 is a 6, not a 9 you'd like it to be). The "Stupid Saying No" test passes all six questions or has a clear path to passing them.

**Update:** when the offer materially changes (price, positioning, format, audience). Stable in between.

---

## Offer: `[OFFER NAME]`

### A. Value Ladder Context

| Field | Detail |
|---|---|
| Tier (LM / LT / Core / Premium / HT / Recurring) | `[TO POPULATE]` |
| Position in the ladder | `[TO POPULATE]` |
| Feeds in from | `[TO POPULATE]` |
| Feeds out to | `[TO POPULATE]` |
| Strategic role | `[TO POPULATE]` |

### B1. Entry Pathway

| Field | Detail |
|---|---|
| Lead Magnet Name | `[TO POPULATE]` |
| Lead Magnet Format | `[TO POPULATE]` |
| Narrow Problem Solved | `[TO POPULATE]` |
| Result Prospect Gets (first-week-win) | `[TO POPULATE]` |
| CTA to Core Product | `[TO POPULATE]` |
| Would Someone Pay For This LM? | `[TO POPULATE]` |
| Low Ticket Offer | `[TO POPULATE]` |
| Low Ticket Price | `[TO POPULATE]` |
| Low Ticket → Core Hook | `[TO POPULATE]` |

### B2. Offer Enhancements

#### Scarcity

| Field | Detail |
|---|---|
| Type | `[TO POPULATE]` |
| Detail | `[TO POPULATE]` |
| Is the scarcity real (structural) or invented? | `[TO POPULATE]` |

#### Urgency

| Field | Detail |
|---|---|
| Type | `[TO POPULATE]` |
| Detail | `[TO POPULATE]` |
| Tied to real calendar deadlines? | `[TO POPULATE]` |

#### Bonuses

| # | Bonus | Stated Value | Why it works |
|---|---|---|---|
| 1 | `[TO POPULATE]` | | |
| 2 | | | |
| 3 | | | |

#### Guarantee

| Field | Detail |
|---|---|
| Type (Unconditional / Conditional / None) | `[TO POPULATE]` |
| Detail | `[TO POPULATE]` |
| Named Guarantee | `[TO POPULATE]` |

#### Naming (MAGIC)

| Field | Detail |
|---|---|
| Current Name | `[TO POPULATE]` |
| MAGIC Name | `[TO POPULATE]` |
| M — Magnetic word | `[TO POPULATE]` |
| A — Avatar | `[TO POPULATE]` |
| G — Goal | `[TO POPULATE]` |
| I — Interval | `[TO POPULATE]` |
| C — Container word | `[TO POPULATE]` |

### B3. Value Equation Score

Score 1-10 on each lever. Then write the action to get from current score to next score.

| Lever | Score | Evidence | Action to Improve |
|---|---|---|---|
| Dream Outcome | `[1-10]` | | |
| Perceived Likelihood | `[1-10]` | | |
| Time Delay | `[1-10]` | | |
| Effort & Sacrifice | `[1-10]` | | |

### C. Seasonal Campaign Calendar

| Window | Dates | Campaign / Offer | Target | Notes |
|---|---|---|---|---|
| `[TO POPULATE]` | | | | |

### D. "Stupid Saying No" Test

| # | Question | Answer | Pass / Marginal / Fail |
|---|---|---|---|
| 1 | Is the dream outcome so desirable they'd pay almost anything? | `[TO POPULATE]` | |
| 2 | Is the perceived likelihood high enough they believe it'll work for THEM? | | |
| 3 | Is the time delay short enough they'll see progress quickly? | | |
| 4 | Is the effort/sacrifice low enough they feel the hard part is handled? | | |
| 5 | Is the price a fraction of the perceived value? | | |
| 6 | Would the buyer feel like they're making a mistake by NOT buying? | | |

---

`[Duplicate the full block per offer. Aim for one Craft Offer instance per paid offer in the value ladder.]`

---

## Related

- [[_index|Dossier Index]]
- [[avatars|Avatars]]
- [[offerings|Offerings]]
- [[offer-comparison-audit|Offer Comparison Audit]]
- [[swot|SWOT Analysis]]
- [[content-pillars|Content Pillars]] — pulls from the craft
- [[stories|Stories]] and [[proof|Proof]] — feed the offer enhancements


---

# Content Pillars

# Content Pillars — Miles Mortensen (ISOM)

> Audience-segmented content pillars plus per-channel strategy. Defines *what* the client posts about and *where*, broken into pillars that map to the avatar and to specific buyer-funnel functions.

---

## Purpose

Stops content from being random. Each piece of content gets categorised against a pillar before it's made, so the mix across the feed is intentional. Channels each get their own strategy because IG / TikTok / FB / YouTube / Substack reward different things.

## How to populate

**Sources to mine:**
- [[avatars|Avatars]] (Section 7 Language & Voice, Section 8 Personas → drives the pillar content types)
- [[craft-offer|Craft Offer]] (each offer needs content pillars that pre-sell it)
- [[competitors-offerings|Competitors Offerings]] (where competitors over-index, under-index)
- Client's existing content performance data (saves, shares, completion rates per topic)

**What good looks like:** 3-8 pillars total across the client's content. Each pillar has named content types, "why it works" rationale, and the buyer pillar / persona it serves. Channel strategy specifies the pillar mix per platform.

**Update:** per campaign. Refresh when content performance data tells you which pillars are landing and which aren't.

---

## Section A: Audience Pillars

### Pillar 1 — `[NAME]`

Description: `[TO POPULATE]`

| # | Content Type | Why it works |
|---|---|---|
| 1 | `[TO POPULATE]` | |
| 2 | | |

### Pillar 2 — `[NAME]`

Description: `[TO POPULATE]`

| # | Content Type | Why it works |
|---|---|---|
| 1 | `[TO POPULATE]` | |

`[Add pillars as needed. 3-8 total is the right range.]`

---

## Section B: Channel Strategy

### Instagram

| Field | Detail |
|---|---|
| Function | `[TO POPULATE]` |
| Primary audience | `[TO POPULATE]` |
| Pillar mix (%) | `[TO POPULATE]` |
| Primary pillars | `[TO POPULATE]` |
| Format | `[TO POPULATE]` |
| Why it works for this client | `[TO POPULATE]` |
| Competitive gap | `[TO POPULATE]` |
| Ad layer | `[TO POPULATE]` |

### TikTok

`[Same fields. Skip if not a priority channel.]`

### Facebook

`[Same fields.]`

### YouTube

`[Same fields.]`

### Email / Newsletter

`[Same fields.]`

### Substack / Long-form

`[Same fields.]`

---

## Section C: Production Model — One Idea Atomised

A worked example: one filming day or one core idea, broken into per-platform adaptations. This is how the content schedule works without a full production team.

**Topic:** `[TO POPULATE]`

| Platform | Adaptation |
|---|---|
| TikTok | `[TO POPULATE]` |
| Instagram Reels | |
| Instagram Carousel | |
| Instagram Story | |
| Facebook | |
| YouTube | |
| Email | |

---

## Related

- [[_index|Dossier Index]]
- [[avatars|Avatars]]
- [[craft-offer|Craft Offer]]
- [[content-topics-and-angles|Content Topics & Angles]] — pulls from pillars
- [[angles-and-formats|Angles & Formats]]
- [[top-performers-ad-analysis|Top Performers Ad Analysis]] — references for ad creative


---

# Content Topics & Angles

# Content Topics & Angles — Miles Mortensen (ISOM)

> Per-persona matrix mapping the avatar's problems, outcomes, and product features to specific angle types. Bridges between Avatars and Angles & Formats — gives every piece of content a defendable why-this-angle-for-this-persona answer.

---

## Purpose

Stops content from being "post about a thing and hope it lands." For each persona, every problem they have, every outcome they want, and every feature of the product gets mapped to which angle types work best. Output becomes a content production matrix that anyone can pull from.

## How to populate

**Sources to mine:**
- [[avatars|Avatars]] (Personas + pain points + desired outcomes + objections)
- [[craft-offer|Craft Offer]] (product features per offer)
- [[angles-and-formats|Angles & Formats]] (taxonomy of angle types)
- [[content-pillars|Content Pillars]] (pillar each topic should reinforce)

**What good looks like:** each persona has a complete matrix. Problems, outcomes, features each mapped to 2-3 angle types. Promos/offers section specifies which offer and which angles to use to promote it.

**Update:** per campaign, or when a new persona is added to the Avatars section.

---

## Persona 1: `[NAME]`

### Problems and Pains We Solve

| External Practical Problem | Angle Types | Internal Emotional Problem | Angle Types |
|---|---|---|---|
| `[TO POPULATE]` | Pain Point / Fear-Consequence / etc | `[TO POPULATE]` | |

### Desired Outcomes We Provide

| External Practical Outcome | Angle Types | Internal Emotional Outcome | Angle Types |
|---|---|---|---|
| `[TO POPULATE]` | | `[TO POPULATE]` | |

### Facts, Features, Related Benefits

| Product Feature | Angle Types | Product Use Case | Angle Types | Unique Feature | Angle Types |
|---|---|---|---|---|---|
| `[TO POPULATE]` | | | | | |

### Promos / Offers

| Offer | Angle Types |
|---|---|
| `[TO POPULATE]` | |

---

`[Duplicate per persona. Match the personas defined in avatars.md Section 8.]`

---

## Related

- [[_index|Dossier Index]]
- [[avatars|Avatars]] — personas + pains + outcomes feed this directly
- [[craft-offer|Craft Offer]]
- [[content-pillars|Content Pillars]]
- [[angles-and-formats|Angles & Formats]] — full taxonomy of angle types


---

# Angles & Formats

# Angles & Formats — Miles Mortensen (ISOM)

> Taxonomy of angle types crossed with format options. The matrix that turns "we know the persona's pain" into "we know how to express it in a 30-second Reel."

---

## Purpose

Two parts: the angle taxonomy (what you say) and the format taxonomy (how you say it). The matrix at the end maps angles × formats and notes which combinations work best for which persona, awareness stage, and content pillar. Output is a content production catalogue anyone on the team can pull a brief from.

## How to populate

**Sources to mine:**
- [[content-topics-and-angles|Content Topics & Angles]] (which angles map to which persona)
- [[content-pillars|Content Pillars]] (which formats belong to which channel)
- [[top-performers-ad-analysis|Top Performers Ad Analysis]] (real-world examples of angle × format combinations that work)
- Reference examples from outside the client's category (cross-pollinate)

**What good looks like:** the angle taxonomy is complete (8-12 angle types). The format taxonomy lists 6-10 format options with use cases. The matrix has 2-3 example links per cell, ideally from the client's own performance data or close-fit competitor examples.

**Update:** per campaign. Refresh as new high-performing examples surface in the wild.

---

## Angle Types (What you say)

| Angle Type | Description | Best for Awareness Stage | Example Link |
|---|---|---|---|
| Pain Point / Problem | Lead with the frustration, validate the struggle | Problem Aware | `[TO POPULATE]` |
| Fear / Consequence | Surface the cost of doing nothing | Problem / Solution Aware | |
| Aspiration / Future Pacing | Sell the after-state | Solution / Product Aware | |
| Founder / Brand Story | Origin and why-we-built-this | Problem / Solution Aware | |
| Educational / How-To | Teach a piece of the solution | Solution Aware | |
| Comparison / Us vs Them | Position against alternatives | Product / Most Aware | |
| Transformation / Before-After | Show the change | Solution / Product Aware | |
| Social Proof / Testimonial | Other people's results | All stages | |
| Behind the Scenes | Process, day-in-the-life, build-in-public | Solution / Product Aware | |
| Objection Handling | Pre-empt the no | Product / Most Aware | |
| Urgency / Scarcity | Why now | Product / Most Aware | |
| Value Stack / Offer | What you get | Most Aware | |

## Format Options (How you say it)

| Format | Description | Best Use Case |
|---|---|---|
| UGC Video | Real person talking to camera | Testimonials, reviews, relatable content |
| Product Demo | Show product / drill / move in action | Solution / Product Aware |
| Talking Head | Creator-to-camera narrative | Pain points, education, brand story |
| Carousel | Multi-slide breakdown | Education, comparison, value stack |
| Static Graphic | Single image with text overlay | Social proof, quotes, stats |
| Voice-over + B-roll | Narration over visual footage | Aspiration, behind the scenes |
| Long-form Video | 5-15 minute explainer | YouTube, awareness building |
| Short-form Reel | 15-60s vertical | TikTok, IG Reels, top of funnel |
| Live / Q&A | Real-time interaction | Community building, objection handling |
| Story / Ephemeral | 24h temp content | BTS, polls, engagement |

---

## Angle × Format Matrix

| Angle ↓ / Format → | UGC | Product Demo | Talking Head | Carousel | Static | VO+B-roll | Long Video | Reel |
|---|---|---|---|---|---|---|---|---|
| Pain Point | `[example link]` | | | | | | | |
| Fear / Consequence | | | | | | | | |
| Aspiration | | | | | | | | |
| Founder Story | | | | | | | | |
| Educational | | | | | | | | |
| Comparison | | | | | | | | |
| Transformation | | | | | | | | |
| Social Proof | | | | | | | | |
| Behind the Scenes | | | | | | | | |
| Objection Handling | | | | | | | | |
| Urgency | | | | | | | | |
| Value Stack | | | | | | | | |

---

## Related

- [[_index|Dossier Index]]
- [[content-topics-and-angles|Content Topics & Angles]]
- [[content-pillars|Content Pillars]]
- [[top-performers-ad-analysis|Top Performers Ad Analysis]] — real examples
- [[awareness-benchmarks|Awareness Benchmarks]]


---

# Awareness Benchmarks

# Awareness Benchmarks — Miles Mortensen (ISOM)

> Audience awareness staging (Schwartz five stages) mapped to content + offer benchmarks. Where the audience currently sits on the awareness spectrum, what content meets them there, and what each competitor is doing at each stage.

---

## Purpose

Different audiences need different content depending on awareness stage. A pure top-of-funnel cold audience won't buy on a sales page; a most-aware audience doesn't need another pain-point reel. This section catalogues what works at each stage for this client's category, so creative gets matched to the right stage instead of repeating one stage over and over.

## How to populate

**Sources to mine:**
- Schwartz's 5 awareness stages framework
- [[avatars|Avatars]] (which stage do most buyers currently sit at?)
- [[competitors-offerings|Competitors Offerings]] (which stages do competitors over-serve / under-serve?)
- Client's own funnel data (open rates, click rates, conversion rates per stage)
- Meta Ad Library + reference examples per stage

**What good looks like:** for each of the 5 stages, the section captures the dominant content shape, example creative from the category, and the typical conversion benchmark. Identifies which stage is the highest-leverage opportunity for the client.

**Update:** per campaign. Stages don't shift quickly, but examples and benchmarks refresh.

---

## The Five Awareness Stages

| Stage | Definition | Audience State |
|---|---|---|
| 1. Unaware | Doesn't know they have a problem | Largest pool, hardest to convert |
| 2. Problem Aware | Knows the problem, doesn't know solutions | Pain-content territory |
| 3. Solution Aware | Knows solutions exist, doesn't know yours | Education + differentiation territory |
| 4. Product Aware | Knows your product, hasn't bought | Objection-handling + offer territory |
| 5. Most Aware | Knows + ready to buy | Urgency + offer territory |

---

## Where the audience currently sits

| Stage | % of audience (estimated) | Why |
|---|---|---|
| Unaware | `[TO POPULATE]` | |
| Problem Aware | | |
| Solution Aware | | |
| Product Aware | | |
| Most Aware | | |

**Highest-leverage stage to target right now:** `[TO POPULATE]`
**Why:** `[TO POPULATE]`

---

## Per-Stage Benchmark Content

### Stage 1: Unaware

| Field | Detail |
|---|---|
| Dominant content shape | `[TO POPULATE]` |
| Example creative (link) | `[TO POPULATE]` |
| Competitor doing this well | `[TO POPULATE]` |
| Typical CTR / engagement | `[TO POPULATE]` |
| What to do for this client | `[TO POPULATE]` |

### Stage 2: Problem Aware

`[Same fields.]`

### Stage 3: Solution Aware

`[Same fields.]`

### Stage 4: Product Aware

`[Same fields.]`

### Stage 5: Most Aware

`[Same fields.]`

---

## Stage Funnel Conversion Benchmarks

Conversion rates between stages, where data exists.

| Transition | Benchmark | Client's actual | Source |
|---|---|---|---|
| LM opt-in (Unaware → Problem Aware) | `[TO POPULATE]` | | |
| LM → email open | | | |
| Email → LP click | | | |
| LP → checkout | | | |
| Checkout → purchase | | | |

---

## Related

- [[_index|Dossier Index]]
- [[avatars|Avatars]]
- [[angles-and-formats|Angles & Formats]] — angle taxonomy includes awareness-stage notes
- [[top-performers-ad-analysis|Top Performers Ad Analysis]]
- [[funnel-links|Funnel Links]] — for conversion benchmarks


---

# Top Performers Ad Analysis

# Top Performers Ad Analysis — Miles Mortensen (ISOM)

> Catalogue of high-performing ad creative in the client's category. Reference library that creative writers and editors pull from. Inspiration source for hooks, structures, and visual treatments.

---

## Purpose

Stops creative briefs starting from a blank page. When the team is briefing a new ad, they pull 3-5 references from here and start from a proven shape. The discipline of cataloguing forces a real opinion on *why* each example works.

## How to populate

**Sources to mine:**
- Meta Ad Library (free, authoritative — shows every ad a page has run)
- TikTok Creative Center
- Foreplay / Atria / Pipiads (paid ad-spying tools, if available)
- The client's own top-performing organic content (treat as ad-equivalent)
- Competitor ads identified in [[competitors-offerings|Competitors Offerings]]

**What good looks like:** 10-20 reference ads catalogued. Each one has the link, screenshot or transcript, an extracted hook, the angle classification ([[angles-and-formats|Angles & Formats]]), the format classification, and a note on *why* it works.

**Update:** per campaign. Live library — anyone working on the account drops a new reference when they find one worth keeping.

---

## Reference Ads

### Ad 01 — `[BRAND] — [TOPIC]`

| Field | Detail |
|---|---|
| Link / Source | `[TO POPULATE]` |
| Platform | `[TO POPULATE]` |
| Hook (first 3 seconds / first line) | `[TO POPULATE]` |
| Angle Type | `[TO POPULATE]` |
| Format | `[TO POPULATE]` |
| Awareness Stage | `[TO POPULATE]` |
| Why it works | `[TO POPULATE]` |
| What we'd steal for this client | `[TO POPULATE]` |
| Performance signals (if visible) | `[TO POPULATE]` |

---

`[Duplicate per ad. Aim for 10-20 entries. Tag by angle, format, awareness stage so they're filterable.]`

---

## Patterns Observed

After cataloguing 10+ ads, what patterns emerge?

- **Most common hook structures:** `[TO POPULATE]`
- **Visual treatments that recur:** `[TO POPULATE]`
- **Pain-point language that recurs:** `[TO POPULATE]`
- **Where this category's ad creative is weak (opportunity):** `[TO POPULATE]`

---

## Related

- [[_index|Dossier Index]]
- [[competitors-offerings|Competitors Offerings]] — competitors whose ads to spy on
- [[angles-and-formats|Angles & Formats]] — taxonomy used to classify each ad
- [[awareness-benchmarks|Awareness Benchmarks]] — stage classification
- [[creatives|Creatives]] — once we make our own, they get logged there


---

# Stories

# Stories — Miles Mortensen (ISOM)

> Catalogue of stories worth retelling. Origin moments, transformation moments, signature anecdotes, customer journey stories, anti-stories. Reusable currency across email broadcasts, ad creative, sales pages, podcasts, organic content.

---

## Purpose

Stories are the single most reusable asset in marketing. The same origin story can anchor an email broadcast, a podcast intro, a Reel voiceover, a sales page section, and an ad script — but only if it's been captured well once and lives somewhere accessible. Without a stories file, stories live in call transcripts and Slack threads and never get used.

## How to populate

**Sources to mine:**
- Sales call recordings (gold standard)
- Client interviews and podcast appearances
- DM threads where the client tells a story to a buyer
- Client's existing content (some great stories are already in their feed)
- Customer interviews and review videos

**What good looks like:** each story captured with: a one-line summary, the long-form text or transcript link, the emotional beat it hits, the angle types it fits, and the places it's been used (to avoid burning it out in one channel).

**Update:** rolling. Anyone on the account drops a new story here whenever they hear one. Tag with date heard so it's easy to find recent material.

---

## Story Index

| # | Story | Type | Emotional Beat | Date Captured | Used In |
|---|---|---|---|---|---|
| 1 | `[TO POPULATE]` | Origin / Transformation / Signature / Customer / Anti | | | |

---

## Story Types

- **Origin stories** — how the client got into this, the founding moment
- **Transformation stories** — before/after, theirs or a customer's
- **Signature moments** — the one anecdote they're known for, the line they're quoted on
- **Customer stories** — a specific buyer's journey, named
- **Anti-stories** — what the client *isn't*, what they pushed back on, what they refused to do

---

## Stories

### Story 01 — `[ONE-LINE TITLE]`

**Type:** `[Origin / Transformation / Signature / Customer / Anti]`
**Date captured:** `[TO POPULATE]`
**Source:** `[Call link / transcript / interview]`
**Emotional beat:** `[TO POPULATE]`
**Best for angle types:** `[TO POPULATE]`
**Where used so far:** `[TO POPULATE]`

**Long form:**

> `[TO POPULATE — verbatim if from a transcript, or the cleaned-up version if from rough notes. Keep voice intact.]`

**Hook variants (3-5 ways to open with this story):**

- `[TO POPULATE]`
- `[TO POPULATE]`

---

`[Duplicate per story. Aim for 10-20 stories minimum once the client engagement matures. Each one earns its place by being reusable across at least two channels.]`

---

## Related

- [[_index|Dossier Index]]
- [[avatars|Avatars]] — Section 7 Language & Voice should match the voice in these stories
- [[craft-offer|Craft Offer]] — stories feed offer enhancement narratives
- [[proof|Proof]] — customer stories often double as proof
- [[creatives|Creatives]] — story-driven ad creative


---

# Proof

# Proof — Miles Mortensen (ISOM)

> All evidence that the client and their offers are real and effective: reviews, testimonials, case studies, video proof, quantitative results, press mentions, credentials. The trust-building inventory.

---

## Purpose

Without a central proof inventory, the best testimonials get used once in one email then forgotten. With one, the team always knows which testimonial fits the current campaign and which proof points haven't been used recently. Also surfaces gaps (where we need more proof of a specific outcome).

## How to populate

**Sources to mine:**
- DM screenshots and message threads
- Sales call quotes (real-time mid-call testimonials are gold)
- Customer interviews
- Platform reviews (Google, Trustpilot, App Store, third-party platforms)
- Email replies and unsolicited praise
- Quantitative dashboards (revenue, retention, audience size, milestones)
- Credentials, qualifications, awards, press

**What good looks like:** each proof point has a source link or screenshot, the named claim it supports, and a note on where it's been used. Quantitative results have a date stamp.

**Update:** rolling. Anyone on the account drops new proof here as it arrives. Quarterly cleanup — archive proof that's gone stale (e.g. follower counts that are now lower).

---

## Written Testimonials

| # | Source | Claim it supports | Where used | Date |
|---|---|---|---|---|
| 1 | `[TO POPULATE]` | | | |

`[Use this for short quotes and reviews. Drop the verbatim quote in a sub-block below each row if needed.]`

---

## Video Testimonials

| # | Source / Link | Claim it supports | Length | Where used | Date |
|---|---|---|---|---|---|
| 1 | `[TO POPULATE]` | | | | |

---

## Case Studies

Longer-form transformation stories with structure: starting state → intervention → outcome.

### Case Study 01 — `[CUSTOMER NAME]`

| Field | Detail |
|---|---|
| Customer name | `[TO POPULATE]` |
| Starting state | `[TO POPULATE]` |
| Intervention | `[TO POPULATE]` |
| Outcome (specific, dated) | `[TO POPULATE]` |
| Quote | `[TO POPULATE]` |
| Asset link (video / written / images) | `[TO POPULATE]` |
| Permission to use publicly | Yes / No |

---

## Quantitative Results

Numbers that demonstrate the client's track record.

| Metric | Value | Date Captured | Source |
|---|---|---|---|
| `[TO POPULATE]` | | | |

---

## Credentials, Qualifications, Awards

| # | Credential | Issuer | Date | Verifiable URL |
|---|---|---|---|---|
| 1 | `[TO POPULATE]` | | | |

---

## Press / Mentions

| # | Outlet | Title / Topic | Date | Link |
|---|---|---|---|---|
| 1 | `[TO POPULATE]` | | | |

---

## Proof Gaps

Where we want proof but don't yet have it.

- `[TO POPULATE]`

---

## Related

- [[_index|Dossier Index]]
- [[stories|Stories]] — customer stories often double as proof
- [[avatars|Avatars]] — Section 6 emotional triggers (proof closes trust gaps)
- [[craft-offer|Craft Offer]] — proof feeds the Perceived Likelihood lever in the value equation


---

# Creatives

# Creatives — Miles Mortensen (ISOM)

> Links to where the client's creative assets live. Brand guidelines, fonts, colours, logos, photography, videos, raw footage, edited content, voice samples, existing pages. **Links, not storage** — this file is the index, not the asset library.

---

## Purpose

Creative work needs source assets. Without a central index, every new piece of creative starts with "where's the logo file?" and "what font are we using?" — a 30-minute scavenger hunt per asset. This file is the answer to those questions.

## How to populate

**Sources to mine:**
- Client's Google Drive / Dropbox / Notion / Frame.io / wherever they store assets
- Client's brand guideline doc if one exists
- Existing landing pages (inspect for fonts, colours, logos in use)
- Past creative the client has approved

**What good looks like:** every category has at least one link. Permissions noted (read-only? Edit access?). Last-checked dates on each link so dead links get caught early. Brand voice samples (audio / video / written) live here too.

**Update:** rolling. When a new asset lands, link it here. Quarterly link-rot check.

---

## Brand Assets

| Asset | Link | Permissions | Last Checked |
|---|---|---|---|
| Logo (primary) | `[TO POPULATE]` | | |
| Logo (alternates) | | | |
| Brand colours (hex codes) | | | |
| Primary font | | | |
| Secondary font | | | |
| Brand guidelines doc | | | |
| Voice / tone reference doc | | | |

## Photography

| Collection | Link | Description | Permissions | Last Checked |
|---|---|---|---|---|
| `[TO POPULATE]` | | | | |

## Video Footage

| Collection | Link | Description | Permissions | Last Checked |
|---|---|---|---|---|
| Raw footage / B-roll | `[TO POPULATE]` | | | |
| Edited content (Reels, ads, YouTube) | | | | |
| Long-form interviews / podcasts | | | | |

## Voice Samples

Audio or video clips that capture how the client speaks. Useful for ghostwriters and voice-matching AI tools.

| Sample | Link | Context | Last Checked |
|---|---|---|---|
| `[TO POPULATE]` | | | |

## Existing Pages

URLs of pages already built, in any state.

| Page | URL | Status | Owner | Last Checked |
|---|---|---|---|---|
| Home / About | `[TO POPULATE]` | Live / Draft / Retired | | |
| Lead magnet page(s) | | | | |
| Sales page(s) | | | | |
| Book-a-call page | | | | |
| Community / membership page | | | | |
| Substack / newsletter | | | | |

## AI Kit / Generation Assets

Brand-trained AI models, prompt libraries, reference image folders.

| Asset | Link | Description | Last Checked |
|---|---|---|---|
| `[TO POPULATE]` | | | |

---

## Related

- [[_index|Dossier Index]]
- [[funnel-links|Funnel Links]] — live URLs (this file links to *page* URLs even if not in a funnel)
- [[proof|Proof]] — testimonials are often video assets, may be cross-linked
- [[top-performers-ad-analysis|Top Performers Ad Analysis]] — once we make our own winning ads, log here


---

# Funnel Links

# Funnel Links — Miles Mortensen (ISOM)

> Every live funnel, landing page, sales page, opt-in form, checkout, and community link. Operational tracking layer. Without this, links rot, UTMs drift, broken pages stay broken for weeks.

---

## Purpose

The client has multiple funnels at any given time: lead magnet → email → community, lead magnet → email → 1:1, ad → VSL → booking, etc. Each funnel has 3-8 URLs. Without a central tracking file, links go stale, UTMs become inconsistent, and reporting becomes impossible. This file is the operational backbone.

## How to populate

**Sources to mine:**
- Client's hosting / funnel platform dashboard (Pablo, GHL, Stripe, ConvertKit, etc.)
- Existing analytics tools (where are live URLs being tracked?)
- Ad accounts (what URLs are paid traffic hitting?)
- Email platform (what links are emails sending to?)

**What good looks like:** every funnel is named, every URL listed with status, every UTM convention documented in one place. Health-check column flags when a link was last tested. Owner column tells you who to ask when something breaks.

**Update:** rolling. Whenever a page is built or retired, update here. Weekly health-check pass during active launches.

---

## UTM Convention

Document the team's UTM standard so links are tagged consistently.

| Parameter | Convention | Example |
|---|---|---|
| utm_source | platform name lowercase, no spaces | `instagram`, `email`, `tiktok` |
| utm_medium | content type | `organic`, `paid`, `email`, `bio-link` |
| utm_campaign | dated campaign code | `2026-07-launch-shoulder` |
| utm_content | creative variant ID | `hero-reel-v1`, `email-2-pain` |
| utm_term | keyword (for paid only) | |

---

## Active Funnels

### Funnel 01 — `[FUNNEL NAME]`

**Purpose:** `[TO POPULATE]`
**Status:** `[Active / Paused / Retired]`
**Owner:** `[TO POPULATE]`
**Last health check:** `[YYYY-MM-DD]`

| Stage | Page / URL | Platform | Status | Notes |
|---|---|---|---|---|
| Top of funnel (ad / organic) | `[TO POPULATE]` | | | |
| Lead capture | | | | |
| Welcome / thank you | | | | |
| Email sequence | | | | |
| Mid-funnel (LP / VSL) | | | | |
| Checkout / booking | | | | |
| Confirmation / onboarding | | | | |

---

`[Duplicate per funnel. A typical client has 2-5 active funnels at any time.]`

---

## Retired / Archived URLs

Pages that used to be live but aren't anymore. Worth keeping for audit and historical comparison.

| Page | URL | Retired Date | Reason | Replacement |
|---|---|---|---|---|
| `[TO POPULATE]` | | | | |

---

## Tracking Dashboards

Where do we look to see how these funnels are performing?

| Dashboard | URL | Permissions | What it shows |
|---|---|---|---|
| `[TO POPULATE]` | | | |

---

## Known Issues / Broken Links

| Issue | URL | Reported | Status | Owner |
|---|---|---|---|---|
| `[TO POPULATE]` | | | | |

---

## Related

- [[_index|Dossier Index]]
- [[offerings|Offerings]] — each paid offer in there should have a funnel here
- [[creatives|Creatives]] — page URLs cross-referenced
- [[awareness-benchmarks|Awareness Benchmarks]] — conversion benchmarks per stage
- [[../miles-mortensen|Client Doc]] — current sprint priorities