The ladder The Map
Four tiers, climbing in price and intimacy. Each one has a job to do in the funnel. The structure is sound, which is more than most coaching businesses can say.
| Tier | Offer | Who it is for | Role in the funnel |
|---|---|---|---|
| Free | Management Pre-Training | Owners and managers who suspect their team management is holding them back but have not committed to fixing it | Top of funnel. A genuine, useful first win that proves you can teach. Captures the lead and earns trust. |
| Core | Effective People Management Mastery (course) | Owners ready to put a real system around how they lead and delegate | The flagship. The first paid commitment and the heart of the methodology. This is where most value is delivered. |
| Core | High Performance Productivity (course) | Owners and operators who want their own output and focus to climb, not just the team's | Adjacent core offer. Widens the value you deliver and deepens the relationship. |
| Recurring | Private Mastermind + group coaching | Committed owners who want accountability, peers, and ongoing access to you | The retention engine. Recurring revenue, community lock-in, and the place people stay long after the course ends. |
| High-touch | 1:1 coaching and consulting (hiring, firing, goal-setting, feedback) | Owners and execs who want you in the room on the hard, specific decisions | Top of the ladder. Highest price, highest intimacy, lowest volume. Where your decade of experience is worth the most. |
A clean free-to-high-touch ladder is exactly the kind of structure AI engines can map and describe when someone asks "how do I work with Mads Singers?" Most experts have offers; few have a ladder this legible.
The three pillars Where Value Lives
Three offers carry the weight of the business. Here is how each one earns its place.
EPM Mastery
The course that codifies your method into something an owner can follow on their own. It is the entry to the paid world and the spine of the brand. Everything else points back to it.
Job: deliver the core transformation, at scale, without your time per student.
The Mastermind
The private community where owners get accountability, peers, and continued access. This is the relationship that compounds, the one that turns a one-time buyer into a long-term member.
Job: retention and recurring revenue. The quiet workhorse of the model.
Coaching + Consulting
One to one work on the decisions owners lose sleep over: who to hire, who to let go, how to set goals, how to give feedback that lands. The highest-leverage use of your judgment.
Job: highest margin, deepest trust, and a source of your best case studies.
What an outsider notices Friendly Read
A few honest observations from looking at the funnel cold. These are meant as a helpful nudge from a friend, not a critique. Take what is useful.
The free Management Pre-Training is a real asset. It gives a genuine win before anyone pays, which builds trust and pre-sells the method. Plenty of coaches gate everything behind a call; you lead with value. Keep that.
From the outside, the bridge from the free course into EPM Mastery is not as obvious as it could be. The ladder exists, but a first-time visitor has to do a little work to see where they go next. A clearer, more deliberate "you finished the free training, here is your next step" handoff would likely move more people up the ladder without changing a single offer.
The private community is arguably the most valuable thing you run, because it is where people stay. From the outside it reads as one offer among several rather than the centrepiece it probably is. There may be upside in telling its story more loudly: who is in the room, what changes for members, why they stay.
None of this is a problem to fix today. It is just what the funnel looks like to fresh eyes, and to the AI engines now reading it on a new owner's behalf. The deeper version of "make the machines see all this" lives in 05 - AI Visibility and 11 - Conversion.