CBRS Content Business Launch Playbook

90-Day Implementation Guide: From Zero to $10K-20K Monthly Revenue

Launch Philosophy

Don't build everything at once. Launch in phases:

✓ Phase 1 (Days 1-30): Lead magnet + email list building ✓ Phase 2 (Days 31-60): Paid workbook launch ✓ Phase 3 (Days 61-90): Course + contractor certification launch

Why this order?

1. Lead magnet proves demand and builds email list
2. Email list converts to paid workbook (10-15% conversion)
3. Workbook customers convert to course (20-30% conversion)
4. Word of mouth drives contractor certification inquiries

Goal for Day 90: 500-1,000 email subscribers, $3K-8K in product revenue, 5-10 contractor certification inquiries

Phase 1: Lead Magnet Launch (Days 1-30)

Week 1: Technical Setup

Day 1-2: Email Marketing Platform

Choose platform:

• ConvertKit (recommended for creators) - $29/month for 1K subscribers
• ActiveCampaign (more features) - $49/month for 1K subscribers
• MailerLite (budget option) - $10/month for 1K subscribers

Set up:

1. Create account
2. Set up email list: "CBRS Lead Magnet - Property Damage Claims"
3. Create tags: lead-magnet-download, damage-type-water, damage-type-fire, damage-type-storm
4. Create custom fields: first_name, damage_type, claim_status

Day 3-4: Landing Page

Option 1: Use existing website

• Create new page: cbrsgroup.com/free-claims-roadmap
• Use page builder (Elementor, Divi, etc.)

Option 2: Standalone landing page

• Carrd.co ($19/year) - simple, fast
• Unbounce ($99/month) - advanced features
• Leadpages ($49/month) - middle ground

Copy the landing page content from: content/cbrs/marketing/homeowner-landing-page.md

Must-have elements:

• Compelling headline
• Email capture form (email + first name minimum)
• Social proof (testimonials or review count)
• Trust badges (IICRC certified, licensed, etc.)
• Clear value proposition
• Privacy statement

Day 5: Lead Magnet PDF Creation

Option 1: Design yourself

• Use Canva ($13/month for Pro)
• Download "Lead Magnet" template
• Copy content from content/cbrs/lead-magnets/7-day-claims-roadmap.md
• Export as PDF

Option 2: Hire designer

• Fiverr: $50-150 for PDF design
• Upwork: $200-500 for professional design
• 99designs: $299+ for design contest

Design requirements:

• Professional cover page with CBRS branding
• Table of contents
• 15-20 pages
• Branded header/footer
• Callouts and boxes for key information
• Checklists formatted as printable boxes
• Contact information on last page

Day 6: Email Automation Setup

Create 6-email sequence:

Email 0 (Immediate Delivery):

• Subject: "Your 7-Day Property Damage Claims Roadmap (Download Inside)"
• Body: Welcome, here's your download link, what to expect next
• Includes: PDF download link

Email 1 (Day 1):

• Subject: "The $10K mistake 90% of homeowners make (Day 1)"
• Content from: content/cbrs/marketing/homeowner-email-sequence.md - Email 1

Email 2 (Day 2):

• Subject: "Questions adjusters don't want you to ask (Day 2)"
• Content from: Email sequence document - Email 2

Email 3 (Day 3):

• Subject: "Case study: How the Johnsons got $15K more (Day 3)"
• Content from: Email sequence document - Email 3

Email 4 (Day 4):

• Subject: "7 contractor red flags that could cost you thousands (Day 4)"
• Content from: Email sequence document - Email 4

Email 5 (Day 5):

• Subject: "Ready for the complete workbook? (60% off today)"
• Content from: Email sequence document - Email 5
• NOTE: This email pitches the paid workbook (not ready until Phase 2)
• Initially, replace with helpful content; add sales pitch in Phase 2

Day 7: Testing

Test everything:

• Submit email on landing page
• Verify email 0 arrives immediately with PDF link
• Verify PDF downloads correctly
• Check all links work
• Test on mobile device
• Test email sequence timing (all 5 emails)
• Fix any issues

Test checklist:

• Email capture form works
• Confirmation email arrives within 1 minute
• PDF link works and opens correctly
• Emails 1-5 send on correct schedule
• All links in emails work
• Mobile responsive (landing page and emails)
• Unsubscribe link works

Week 2: Content Creation

Day 8-10: Social Media Content

Create 15 posts for each platform (Facebook, Instagram, LinkedIn):

Content pillars:

1. Education (30%) - Insurance tips, terminology, process
2. Mistakes to Avoid (25%) - Common homeowner errors
3. Case Studies (20%) - Real examples with numbers
4. Contractor Red Flags (15%) - Warning signs
5. Lead Magnet Promotion (10%) - CTA to download free guide

Example posts:

Education Post:

Did you know your insurance pays in TWO checks, not one?

First check: ACV (actual cash value)
Second check: Depreciation holdback

Most homeowners don't know this and think they're getting lowballed.

The second check comes AFTER you complete repairs and submit invoices.

Example:
- Roof replacement: $15,000
- Depreciation (roof is 10 years old): $5,000
- First check: $10,000 (minus deductible)
- Second check: $5,000 (after new roof installed)

Want to learn the entire claims process?
Download our free 7-Day Property Damage Claims Roadmap
👉 [LINK]

Mistake to Avoid Post:

The $10,000 documentation mistake

I reviewed a homeowner's water damage claim last week.

Insurance offered $8,500.

Why so low? They didn't document hidden damage.

What they missed:
❌ Wet insulation behind walls
❌ Moisture in subfloor
❌ Damaged baseboard behind furniture

What they should have done:
✅ Moisture readings before demo
✅ Photos during authorized demolition
✅ Document everything discovered

We helped them file a supplement.

Insurance approved $6,200 more.

Total claim: $14,700 (73% increase)

Lesson: Document EVERYTHING, even hidden damage.

Learn proper documentation in our free guide:
👉 [LINK]

Case Study Post:

📊 Case Study: $32K → $49K in 3 Days

Contractor: Houston-area restoration company
Damage type: Water damage (Cat 2)
Original adjuster estimate: $32,000

What was missing:
- Insulation R&R: $1,840
- Antimicrobial treatment: $625
- Baseboard R&R: $720
- Moisture barrier: $390
- Texture matching: $480
- 8 other line items: $4,595

We wrote a supplement using:
✓ IICRC S500 references
✓ Building code citations
✓ Proper Xactimate codes
✓ Photo documentation

Insurance response: Approved $17,650 in 3 business days

New total: $49,650

This is what proper documentation and insurance language gets you.

Want to learn how to do this yourself?
Download our free 7-Day Claims Roadmap:
👉 [LINK]

Day 11-12: Blog Posts

Write 3 foundational blog posts:

Blog Post 1: "Property Damage Insurance Claims: Complete Guide for Houston Homeowners (2026)"

• 2,500+ words
• Covers entire process start to finish
• Internal links to lead magnet
• SEO optimized for "property damage insurance claims Houston"

Blog Post 2: "RCV vs ACV: What Your Insurance Payout Really Means (+ Calculator)"

• 1,500+ words
• Explains depreciation with examples
• Includes calculator tool
• Internal link to lead magnet

Blog Post 3: "7 Contractor Red Flags That Cost Houston Homeowners $50K Last Year"

• 1,800+ words
• Real examples from Houston storm season
• Actionable checklist
• Internal link to lead magnet

Day 13-14: Video Content

Create 3 short videos (60-90 seconds each):

Video 1: "The Two-Check System Explained"

• Script: Explain RCV vs ACV visually
• Use whiteboard animation or talking head
• CTA: Download free guide for more info

Video 2: "The $10K Documentation Mistake"

• Script: Show example of missing items in estimate
• Use screen recording of estimate review
• CTA: Download free guide to avoid this mistake

Video 3: "How to Spot a Storm Chaser"

• Script: 5 red flags in 60 seconds
• Talking head or graphics
• CTA: Download free contractor vetting checklist

Video creation options:

• DIY: Use phone camera + CapCut for editing (free)
• Semi-pro: Hire videographer ($300-500 per video)
• Animated: Fiverr whiteboard animation ($50-100 per video)

Week 3: Organic Marketing Launch

Day 15-17: Facebook

Set up Facebook business page (if not already exists):

• Complete profile (logo, cover photo, about, services)
• Add "Free Claims Guide" as featured offer
• Create CTA button linking to landing page

Post schedule (daily):

• Post 1-2 times per day
• Best times: 7-9 AM, 12-1 PM, 5-7 PM
• Mix of education, tips, case studies
• Every 3rd post includes lead magnet CTA

Join relevant Facebook groups:

• Houston homeowner groups
• Property damage support groups
• Insurance claims help groups
• Don't spam - provide value first, mention guide when relevant

Day 18-20: Instagram

Optimize profile:

• Bio includes "Free Claims Roadmap" offer
• Link in bio → Landing page
• Highlights for FAQs, testimonials, resources

Content strategy:

• Feed posts: 3-5x per week (education, tips, case studies)
• Stories: Daily (quick tips, behind-the-scenes, Q&A)
• Reels: 2-3x per week (60-second educational videos)
• Carousel posts perform best (5-10 slides)

Hashtag strategy:

• 20-30 hashtags per post
• Mix of:
  • High volume: #insuranceclaims #propertydamage #houstontx
  • Medium volume: #waterdamageclaims #roofclaim #insurancetips
  • Low volume: #houstonpropertydamage #txinsurance #houstonhomeowners
  • Branded: #cbrsgroup #cbrsinsurance

Day 21: LinkedIn

Optimize LinkedIn profile (personal + company page):

• Add lead magnet offer to featured section
• Update headline to include "Property Damage Claims Expert"
• Complete services section

Content strategy:

• Post 3-5x per week
• Focus on education and case studies
• Professional tone (different from FB/IG)
• Engage with comments (builds authority)

LinkedIn-specific posts:

• Industry insights
• Contractor tips (for B2B audience)
• Insurance industry changes
• Houston market updates

Week 4: Paid Advertising Setup

Day 22-24: Facebook/Instagram Ads

Campaign objective: Lead generation

Budget: Start with $10-20/day

Ad creative:

Ad 1: Problem/Solution

• Headline: "Lost in the Insurance Claims Maze?"
• Image: Stressed homeowner looking at property damage
• Body: "Download our free 7-day roadmap..."
• CTA: Download Now

Ad 2: Social Proof

• Headline: "How the Johnsons Got $15K More From Insurance"
• Image: Before/after or case study graphic
• Body: "Real case study from Houston homeowner..."
• CTA: Get the Free Guide

Ad 3: Direct Value

• Headline: "Free Guide: Property Damage Insurance Claims"
• Image: Lead magnet cover
• Body: "Learn the exact process to maximize your claim..."
• CTA: Download Free Roadmap

Targeting:

• Location: Houston metro area (50-mile radius)
• Age: 30-65
• Homeowners (Facebook allows this targeting)
• Interests: Home improvement, property management, insurance
• Exclude: People already on your email list (once you have 100+)

Budget allocation:

• Test all 3 ads for 7 days ($10/day each = $30/day total)
• Turn off worst performer
• Increase budget on best performer

Day 25-27: Google Ads

Campaign type: Search ads

Budget: $15-30/day

Keywords:

• "property damage insurance claims" (Houston)
• "water damage insurance claim" (Houston)
• "fire damage insurance claim" (Houston)
• "insurance claim help" (Houston)
• "maximize insurance payout" (Houston)
• "insurance adjuster lowball" (Houston)

Ad copy:

Ad Variant 1:

Headline 1: Property Damage Claims Guide
Headline 2: Free 7-Day Roadmap
Headline 3: Houston Homeowners
Description 1: Navigate insurance claims with confidence. Learn to maximize your payout.
Description 2: Download free guide. No credit card required.

Ad Variant 2:

Headline 1: Insurance Lowball You?
Headline 2: Get What You Deserve
Headline 3: Free Claims Guide
Description 1: Most homeowners leave $10K+ on the table. Learn the process step-by-step.
Description 2: Free download. Instant access.

Landing page: Same as organic traffic

Day 28-30: Tracking & Optimization

Set up analytics:

• Google Analytics on landing page
• Facebook Pixel
• Conversion tracking (email signup = conversion)
• UTM parameters for different traffic sources

Track these metrics:

• Landing page visitors
• Conversion rate (visitors → email signups)
• Cost per lead (ad spend ÷ email signups)
• Email open rates
• Email click rates
• PDF download rate

Week 4 goals:

• 50-100 email subscribers
• <$5 cost per lead

• 40% landing page conversion rate

• 30% email open rate

Phase 2: Paid Workbook Launch (Days 31-60)

Week 5: Product Development

Day 31-33: Complete Workbook Content

Current status:

• First 20-25 pages created in content/cbrs/products/complete-claims-workbook.md
• Need to complete remaining sections

To complete:

• Section 3: Remaining phases (3, 4, 5) - Est. 15-20 pages
• Section 4: Red Flag Detection System - Est. 8-10 pages
• Section 5: IICRC Standards & Code Compliance - Est. 8-10 pages
• Section 6: Templates & Checklists - Est. 6-8 pages
• Bonus: Case Studies - Est. 5-7 pages

Total final workbook: 60-80 pages

Action items:

• Write remaining content
• Create all worksheets and templates
• Add real case study examples
• Include sample documents (estimate, supplement, etc.)

Day 34-35: Workbook Design

Hire designer or DIY:

Option 1: Canva Pro ($13/month)

• Use "Workbook" template
• Professional but DIY
• Cost: $13 + your time

Option 2: Fiverr ($100-300)

• Search "PDF workbook design"
• Provide content, they design
• 3-5 day turnaround

Option 3: Professional designer ($500-1,500)

• Upwork or 99designs
• Fully custom
• 7-10 day turnaround

Design must-haves:

• Professional cover design
• Branded headers/footers
• Table of contents with page numbers
• Printable worksheets (checkboxes, fill-in-blanks)
• Visual hierarchy (headings, subheadings)
• Icons and callout boxes
• Consistent formatting

Day 36: Payment Processing Setup

Choose platform:

Option 1: Gumroad (easiest)

• Takes 10% of sales
• No monthly fee
• Instant setup
• Good for digital products
• Handles EU VAT automatically

Option 2: Teachable ($59/month)

• 5% + $1 per transaction
• Good for workbook + course combo
• Includes course platform
• More professional

Option 3: ThriveCart ($495 one-time)

• No transaction fees
• Unlimited products
• Affiliate program built-in
• High upfront cost but best long-term

Recommended for starting: Gumroad

Set up:

1. Create account
2. Upload workbook PDF
3. Set price: $37 (or $47 if you're confident in value)
4. Create checkout page
5. Set up confirmation email
6. Test purchase flow

Day 37: Sales Page Creation

Create sales page at: cbrsgroup.com/claims-workbook

Sales page structure:

Above the fold:

• Headline: "The Complete Property Damage Insurance Claims Workbook"
• Subheadline: "60-Page Step-by-Step Guide to Maximizing Your Insurance Claim"
• Price: $97 $37 (limited time)
• CTA button: "Get Instant Access"
• Trust badges: Money-back guarantee, secure checkout

Benefits section:

• What they'll learn
• What's included
• Specific outcomes
• Use bullet points

What's inside:

• Table of contents overview
• Preview of 2-3 pages (screenshots)
• Template list
• Case study teaser

Who this is for:

• Homeowners with active claims
• Homeowners preparing for potential claims
• Property managers
• Landlords

Social proof:

• Testimonials from beta users
• Number of downloads of free guide
• Your credentials

FAQ:

• Common objections addressed
• Guarantee explained
• Delivery method (instant PDF download)

Final CTA:

• Repeat offer
• Urgency/scarcity (if applicable)
• CTA button

Week 6: Email List Warm-Up

Day 38-40: Update Email Sequence

Modify Email 5 (currently placeholder):

• Now pitches the paid workbook
• Content from: content/cbrs/marketing/homeowner-email-sequence.md - Email 5
• Include 60% discount code: CLAIMS60
• Price: $37 instead of $97

Create Email 6 (new):

• Subject: "Last chance for 60% off the workbook"
• Sent 2 days after Email 5
• Urgency: Discount expires tonight
• Testimonial from beta user
• CTA to sales page

Day 41-43: Broadcast Email to Existing List

Email your existing subscribers (those who downloaded free guide):

Subject: "I created something for you"

Body:

Hi [First Name],

You downloaded our free 7-Day Property Damage Claims Roadmap [X days/weeks] ago.

I hope it's been helpful!

I wanted to let you know about something new we just launched:

The Complete Property Damage Insurance Claims Workbook

It's the full 60-page guide with everything I wish every homeowner knew before filing a claim.

Inside you'll find:
- Complete step-by-step workflow (all 5 phases)
- 100+ insurance terms explained
- Red flag detection system
- IICRC standards & code compliance
- 30+ templates and checklists
- Real case studies with actual numbers

Normally $97, but you get 60% off as a thank you for downloading the free guide.

Your price: Just $37

[GET THE WORKBOOK - $37]

60-day money-back guarantee. If you don't find at least $1,000 in missing items using these techniques, full refund.

Questions? Just reply to this email.

Best regards,
[Your Name]
CBRS Group

Expected conversion rate: 10-15% of list

Example:

• Email list size: 100 subscribers
• Conversion rate: 12%
• Sales: 12 × $37 = $444 revenue

Week 7: Launch Campaign

Day 44-46: Social Media Launch Posts

Create launch announcement for each platform:

Facebook/Instagram:

🎉 NEW: The Complete Property Damage Insurance Claims Workbook

After helping hundreds of Houston homeowners navigate insurance claims, we've created the ultimate guide.

60 pages of step-by-step instructions, templates, and case studies.

Learn to:
✅ Document damage like a pro
✅ Review estimates line-by-line
✅ Identify missing items worth $1,000s
✅ Write supplements that get approved
✅ Vet contractors and avoid scams
✅ Verify work meets IICRC standards

Normally $97.
Launch price: $37 (this week only)

60-day money-back guarantee.

Download instantly after purchase.

[Link in bio]

#insuranceclaims #propertydamage #houstontx #homeowners

LinkedIn:

I'm excited to announce the launch of our Complete Property Damage Insurance Claims Workbook.

After years of helping Houston homeowners maximize their insurance claims, I've compiled everything into one comprehensive guide.

This isn't theory - it's based on hundreds of real claims we've managed.

Inside you'll find:
• The exact process we use to review estimates
• Templates for writing supplements that get approved (85%+ approval rate)
• Red flag checklist for contractor vetting
• IICRC compliance verification
• Real case studies with dollar amounts

Designed for homeowners who want to handle their own claims and save the $2,500-5,000 public adjuster fee.

60-day money-back guarantee. If you don't find at least $1,000 in missing items, full refund.

Link in comments 👇

Day 47-49: Content Marketing Blitz

Publish supporting content:

Blog Post: "I Reviewed 100 Insurance Estimates - Here's What Was Missing"

• Aggregate data from your reviews
• Top 10 most commonly missing items
• Dollar value by category
• CTA to workbook

Video: "Workbook Walkthrough - See What's Inside"

• 5-minute video tour of workbook
• Flip through pages on camera
• Highlight best features
• CTA to purchase

Facebook Live: "Ask Me Anything About Insurance Claims"

• Go live for 30-45 minutes
• Answer questions from audience
• Mention workbook when relevant
• Offer discount code for live viewers

Week 8: Ads & Optimization

Day 50-52: Paid Ads for Workbook

Facebook/Instagram Ads:

Campaign objective: Conversions (purchase)

Budget: $20-30/day

Creative:

• Image: Workbook cover + "60% off" badge
• Headline: "The Complete Property Damage Claims Workbook ($37)"
• Body: "Everything you need to maximize your insurance claim in one 60-page guide..."
• CTA: Shop Now

Targeting:

• Warm audience: People who visited landing page but didn't buy
• Lookalike audience: Based on email list (once you have 100+)
• Cold audience: Same targeting as lead magnet ads

Google Ads:

Campaign type: Search + Display

Keywords:

• "property damage insurance workbook"
• "insurance claim guide"
• "how to file insurance claim"
• "maximize insurance payout"

Budget: $15-25/day

Day 53-55: Retargeting Setup

Facebook Retargeting:

• Show workbook ads to people who downloaded free guide
• Show workbook ads to people who visited sales page but didn't buy
• 7-day campaign, $10/day budget

Google Retargeting:

• Display ads on Google Display Network
• Target people who visited your website
• 7-day campaign, $10/day budget

Day 56-60: Optimization

Analyze metrics:

• Sales conversion rate (visitors → buyers)
• Email conversion rate (subscribers → buyers)
• Ad performance (ROAS - return on ad spend)
• Email open/click rates

Optimize based on data:

• Turn off underperforming ads
• Increase budget on high-performers
• A/B test headlines, images, copy
• Adjust targeting based on demographics

Week 8 goals:

• 10-30 workbook sales
• $370-1,110 revenue
• <$20 cost per acquisition
• Email list growth to 200-300 subscribers

Phase 3: Course & Certification Launch (Days 61-90)

Week 9: Course Development

Day 61-63: Course Platform Setup

Choose platform:

Option 1: Teachable ($59/month)

• All-in-one solution
• Good for video courses
• Integrated payment processing
• Student management

Option 2: Thinkific ($49/month)

• Similar to Teachable
• Slightly more customizable
• No transaction fees

Option 3: Kajabi ($149/month)

• Premium option
• Includes email marketing
• Full website builder
• Best for scaling

Recommended: Teachable (easiest to start)

Set up:

1. Create account
2. Set up school/branding
3. Create course: "Property Damage Insurance Claims Mastery"
4. Upload course curriculum outline from content/cbrs/products/course-curriculum.md

Day 64-67: Video Recording

Equipment needed:

• Camera: Smartphone is fine (iPhone/Android)
• Microphone: $50-100 USB mic (Blue Yeti, Audio-Technica)
• Lighting: $40 ring light or natural window light
• Backdrop: Clean wall or bookshelf

Recording setup:

• Quiet room
• Stable camera mount (tripod)
• Eye-level camera position
• Good lighting on face

Record first module (Module 1: Insurance Fundamentals):

• Lesson 1.1: Understanding Your Policy (45 min)
• Lesson 1.2: RCV vs ACV (30 min)
• Lesson 1.3: Additional Coverages (40 min)

Recording tips:

• Use teleprompter app for script
• Record in 5-10 minute chunks (easier to edit mistakes)
• Use screen recording for showing documents/estimates
• Add slides/graphics in editing

Day 68-70: Video Editing

Editing options:

Option 1: DIY editing

• Use Descript ($15/month) - easiest for beginners
• Automatically transcribes and edits text = edits video
• Add captions, remove filler words, cut mistakes
• Export final video

Option 2: Hire editor

• Fiverr: $50-100 per video
• Upwork: $30-50/hour
• Provide raw footage + outline
• They edit and export

Deliverables:

• Module 1 complete: 3 videos, 2 hours total
• Captions/subtitles added
• Intro/outro graphics
• Downloadable resources PDF

Week 10: Course Sales Page & Pricing

Day 71-73: Sales Page Creation

Create sales page: cbrsgroup.com/claims-mastery-course

Sales page outline:

Hero section:

• Headline: "Property Damage Insurance Claims Mastery Course"
• Subheadline: "Learn to Maximize Your Claim and Save $2,500-5,000 on Public Adjuster Fees"
• Price: $297 (or $67/month × 6)
• Video: 2-3 minute course overview
• CTA: Enroll Now

Problem/Agitation:

• You just suffered property damage
• Insurance adjuster lowballed you
• Contractor quotes don't match estimate
• You're confused by the process
• You're considering hiring a public adjuster ($2,500-5,000 fee)

Solution:

• This course teaches you everything a public adjuster knows
• Handle your own claim
• Save the fee
• Get better results

What's included:

• 6 modules
• 18 video lessons (8+ hours)
• 30+ downloadable templates
• Private community access
• Live Q&A sessions
• Lifetime access

Who this is for:

• Homeowners with active claims
• Property managers
• Landlords
• Anyone who wants to learn the process

Curriculum:

• Module-by-module breakdown
• Learning outcomes for each

Instructor bio:

• Your credentials
• Years of experience
• Number of claims handled
• Success rate statistics

Social proof:

• Testimonials from students
• Case study results
• Number of students enrolled

Guarantee:

• 60-day money-back guarantee
• Complete Module 1
• If you don't find at least $1,000 in missing items, full refund

FAQ:

• 10-15 common questions

Pricing:

• One-time: $297
• Payment plan: $67/month × 6 = $402 total

Final CTA:

• Enroll button
• Trust badges
• Contact info

Day 74-76: Course Launch Email Sequence

Email existing list (people who bought workbook):

Email 1 - Announcement:

• Subject: "New: Insurance Claims Mastery Course (Video Training)"
• Body: Introduce course, benefits, pricing
• CTA: Learn more
• Special offer: $100 off for workbook customers ($197 instead of $297)

Email 2 - Curriculum Deep Dive (Day 3):

• Subject: "Here's what's inside the Claims Mastery Course"
• Body: Module-by-module breakdown
• Student testimonial
• CTA: Enroll now

Email 3 - Guarantee & FAQ (Day 5):

• Subject: "Your questions answered"
• Body: Address common objections
• 60-day guarantee explained
• CTA: Enroll now

Email 4 - Last Chance (Day 7):

• Subject: "Last chance for $100 off"
• Body: Urgency - discount expires tonight
• Quick testimonial
• CTA: Enroll now

Expected conversion rate: 5-10% of workbook buyers

Example:

• Workbook customers: 30
• Conversion rate: 7%
• Course sales: 2-3 × $197 = $394-591

Week 11: Contractor Certification Launch

Day 77-79: Certification Platform Setup

Use same platform as course (Teachable)

Create certification program:

1. Course: "CBRS Certification - Level 1"
2. Upload curriculum from content/cbrs/contractor-services/certification-program.md
3. Set price: $997

Set up application process:

• Google Form for applications
• Fields: Business info, license number, experience, references
• Auto-email confirmation
• Manual review before approval

Create contractor directory:

• Airtable base: "CBRS Certified Contractors"
• Fields: Name, company, contact, location, services, certification level, date certified
• Public view: cbrsgroup.com/certified-contractors

Day 80-82: Contractor Outreach

Launch B2B marketing:

Email outreach:

• Use templates from content/cbrs/marketing/contractor-outreach-template.md
• Send to 50 restoration contractors in Houston
• Offer: Free estimate review to demonstrate value

LinkedIn outreach:

• Connect with restoration company owners
• Share valuable content
• Introduce certification program

Industry events:

• Research upcoming restoration industry events in Houston
• Register to attend/exhibit
• Bring certification program materials

Goals for Week 11:

• 10-20 estimate review requests (free offer)
• 5-10 discovery calls with interested contractors
• 1-3 certification enrollments

Day 83-85: First Contractor Students

Onboard first contractors:

• Send welcome email with login credentials
• Schedule orientation call
• Provide timeline and expectations
• Add to private contractor community (Slack or Facebook)

Support structure:

• Weekly office hours (Zoom call)
• Private Slack channel
• Email support
• Assignment reviews

Week 12: Optimization & Scaling

Day 86-88: Analytics Review

Review all metrics:

Email list:

• Total subscribers
• Growth rate
• Open rate (target: >30%)
• Click rate (target: >3%)
• Unsubscribe rate (target: <1%)

Products:

• Workbook sales
• Course enrollments
• Certification enrollments
• Revenue breakdown by product

Ads:

• Total ad spend
• Cost per lead
• Cost per acquisition
• ROAS (return on ad spend)
• Best performing ads

Website:

• Total visitors
• Traffic sources
• Bounce rate
• Conversion rates
• Most popular content

Day 89: Strategic Planning

What worked best?

• Which traffic source brought most leads?
• Which product sold best?
• Which content got most engagement?
• Which ads performed best?

What needs improvement?

• Low conversion rates?
• High unsubscribe rate?
• Poor ad performance?
• Low course enrollment?

Next 90 days priorities:

• Double down on what works
• Fix what's broken
• Launch new initiatives based on data

Day 90: Celebration & Next Steps

Review 90-day goals:

• ✅ 500-1,000 email subscribers (actual: _____)
• ✅ $3K-8K product revenue (actual: $_____)
• ✅ 5-10 contractor certification inquiries (actual: _____)

Next 90 days goals:

• Email list: 2,000-3,000 subscribers
• Product revenue: $10K-20K/month
• Contractor certifications: 20-30 active students
• Course students: 30-50 enrolled
• Blog traffic: 5,000+ monthly visitors

Strategic initiatives:

• Launch membership program
• Create more courses (advanced topics)
• Build affiliate program
• Launch podcast or YouTube channel
• Hire first team member (VA or customer support)

Revenue Projections - First 90 Days

Conservative Scenario

Phase 1 (Days 1-30):

• Email subscribers: 100
• Workbook pre-sales: 5 × $37 = $185
• Total: $185

Phase 2 (Days 31-60):

• Email subscribers: 300 (total)
• Workbook sales: 25 × $37 = $925
• Total: $925

Phase 3 (Days 61-90):

• Email subscribers: 500 (total)
• Workbook sales: 15 × $37 = $555
• Course sales: 3 × $297 = $891
• Certification: 2 × $997 = $1,994
• Total: $3,440

90-Day Total: $4,550

Aggressive Scenario

Phase 1 (Days 1-30):

• Email subscribers: 250
• Workbook pre-sales: 15 × $37 = $555
• Total: $555

Phase 2 (Days 31-60):

• Email subscribers: 700 (total)
• Workbook sales: 60 × $37 = $2,220
• Total: $2,220

Phase 3 (Days 61-90):

• Email subscribers: 1,200 (total)
• Workbook sales: 40 × $37 = $1,480
• Course sales: 12 × $297 = $3,564
• Certification: 5 × $997 = $4,985
• Total: $10,029

90-Day Total: $12,804

Budget Breakdown

Minimum Budget: $1,500

Required:

• Email platform (3 months): $87 (ConvertKit)
• Landing page builder (3 months): $15 (Carrd)
• Lead magnet design: $100 (Fiverr)
• Workbook design: $200 (Fiverr)
• Course platform (1 month): $59 (Teachable)
• Facebook ads (30 days): $300
• Google ads (30 days): $450
• Misc (stock photos, tools, etc.): $289

Total: $1,500

ROI: Conservative $4,550 revenue - $1,500 expenses = $3,050 profit (203% ROI)

Recommended Budget: $3,000

Minimum budget items: $1,500

PLUS:

• Professional workbook design: +$300 (instead of Fiverr)
• Video editor for course: +$400 (4 videos × $100)
• Extended ad budget: +$600 (double ad spend)
• Tools/software: +$200 (Canva Pro, Descript, etc.)

Total: $3,000

ROI: Aggressive $12,804 revenue - $3,000 expenses = $9,804 profit (327% ROI)

Success Metrics by Week

Next Steps After 90 Days

Once you've completed the 90-day launch, focus on:

Content Production:

• Publish 2-4 blog posts per week
• 3-5 social media posts per day
• 1-2 YouTube videos per week
• Monthly webinars

Product Expansion:

• Membership program ($67-97/month)
• Advanced courses (large loss, appraisal, etc.)
• Contractor Level 2 certification
• Consulting services

Team Building:

• Hire VA for customer support
• Hire content writer for blog
• Hire video editor for YouTube
• Hire marketing specialist for ads

Scaling Revenue:

• Month 4-6: $10K-20K/month
• Month 7-9: $20K-40K/month
• Month 10-12: $40K-70K/month
• Year 1 total: $240K-478K (as projected in business plan)

Resources & Tools

Email Marketing

• ConvertKit: convertkit.com
• ActiveCampaign: activecampaign.com
• MailerLite: mailerlite.com

Landing Pages

• Carrd: carrd.co
• Unbounce: unbounce.com
• Leadpages: leadpages.com

Course Platforms

• Teachable: teachable.com
• Thinkific: thinkific.com
• Kajabi: kajabi.com

Payment Processing

• Gumroad: gumroad.com
• ThriveCart: thrivecart.com
• Stripe: stripe.com

Design Tools

• Canva: canva.com
• Figma: figma.com
• Adobe Creative Cloud: adobe.com

Video Tools

• Descript: descript.com
• Loom: loom.com
• ScreenFlow: screenflow.com (Mac)
• Camtasia: techsmith.com (Windows)

Social Media

• Buffer: buffer.com (scheduling)
• Later: later.com (Instagram)
• Hootsuite: hootsuite.com (all platforms)

Analytics

• Google Analytics: analytics.google.com
• Facebook Pixel: facebook.com/business
• Hotjar: hotjar.com (heatmaps)

Launch Checklist

Pre-Launch (Week 0):

• Domain purchased
• Website live
• Brand assets created (logo, colors, fonts)
• Email platform account created
• Social media accounts created
• Business bank account opened
• LLC formed (if applicable)

Phase 1 Launch (Week 1):

• Lead magnet PDF complete
• Landing page live
• Email sequence programmed
• All systems tested
• Analytics tracking set up
• Social media launch posts scheduled

Phase 2 Launch (Week 5):

• Workbook complete
• Workbook designed
• Sales page live
• Payment processing set up
• Email #5 updated with pitch
• Launch posts scheduled

Phase 3 Launch (Week 9):

• Module 1 videos recorded
• Module 1 videos edited
• Course platform set up
• Course sales page live
• Certification application form live
• Contractor directory set up
• Launch emails written

Ongoing (All Weeks):

• Daily social media posts
• Weekly blog posts
• Weekly video content
• Daily ad monitoring
• Weekly analytics review
• Customer support responses

Ready to launch? Use this playbook as your roadmap. Adjust timelines based on your resources, but don't skip steps. Each phase builds on the previous one.

Questions? Email: support@cbrsgroup.com