Two-Strand Evergreen System
Claire Falcon ($997 Intuition Activation) + Claude Foundations ($497) · lead magnets and free workshops as entry points · separate pixels, separate pages, separate ad accounts · 13-week window with BF harvest · permanent infrastructure beyond December
The two strands — individual math at cruising altitude
Each strand runs independently with its own pixel, its own ad account, its own funnel. Melissa's reverse engineering formula applied to each.
Claire Falcon — Intuition Activation
Back-end offer
$997
Daily ad spend
$25–30/day
Monthly ad spend
$750–900
CPL estimate
$3–4
Leads per month
~225
Conversion rate
2%
Sales per month
4–5
Monthly revenue
~$4,485
Monthly net profit
~$3,585
Claude Foundations — Apollo Productions
Back-end offer
$497
Daily ad spend
$15→$25/day
Monthly ad spend
$750 (at cruise)
CPL estimate
$4–5
Leads per month
~175
Conversion rate
2%
Sales per month
3–4
Monthly revenue
~$1,988
Monthly net profit
~$1,238
Claire Falcon has pixel data from Soul Growth Summit, an existing audience for lookalike seeding, and the highest-priced offer at $997. She launches at full spend from day one. Claude Foundations has zero audience and zero pixel data — starts at $15/day, scales to $25/day once the pixel has 50–100 leads of learning data (roughly weeks 3–4). Melissa's principle: don't spend ahead of your data.
Combined system at cruising altitude
Combined monthly revenue
~$6,473
Combined monthly ad spend
~$1,650
Combined monthly net profit
~$4,823
Combined ROAS
3.9x
Combined leads per month
~400
Combined leads per year
~4,800
One Intuition Activation sale at $997 covers Claire Falcon's entire monthly ad spend. Two IA sales in a month and the system is self-funding across both strands. Claire Falcon is the financial engine that powers everything.
Cash flow reality — the first 13 weeks
The honest week-by-week picture of money out versus money in. At 2% conversion with a 14–30 day lag from opt-in to purchase.
CF at $25/day + Claude at $15/day = $40/day. Revenue: $0. Pixel learning on both campaigns. Claire Falcon's pixel picks up faster from SGS data. Pure investment period.
Spend rises to ~$45/day as Claude scales to $20/day. Possibly 1 fast-mover IA sale ($997). Range: $0–$997 back. Claude Foundations pixel now has 50+ leads of data.
Both at ~$50/day. Month 1's CF leads completing email sequences — first IA sales arriving. 1–2 IA ($997–$1,994) + possibly 1 CF sale ($497). System approaching break-even.
Both at cruising speed ~$55/day. Sales from both funnels now arriving regularly. 2–3 IA sales + 1–2 CF sales per month. Revenue exceeds ad spend. System is self-funding. Every dollar from here is profit.
Cruising altitude. ~$4,800/month in combined net profit. Both lists growing by 400 leads/month. Warm audience for BF now at 600–800 people across both strands. Lovable beta offer to Claude Foundations list.
Evergreen continues as normal. BF campaign overlays to 800–1,000+ warm subscribers. At 5% BF conversion on warm list = 40–50 additional sales across all offers. BF is pure upside on top of evergreen baseline. CEO Toolkit cross-sells to warm audiences via email.
Upfront capital needed: ~$1,500–$2,000 · Self-funding by week 6–8 · Then ~$4,800/month net profit indefinitely
Total upfront investment to reach self-funding
Claire Falcon — weeks 1–6 at $25–30/day
~$1,050–$1,260
Claude Foundations — weeks 1–3 at $15/day
~$315
Claude Foundations — weeks 4–6 at $20–25/day
~$420–$525
Total spend before self-funding
~$1,785–$2,100
Estimated revenue during ramp-up (1–3 IA + 0–1 CF sales)
+$997–$3,488
Net cash out of pocket
$0–$1,100
The key difference from a single-strand plan: Claire Falcon's $997 sales arrive before Claude Foundations' $497 sales need to cover their own spend. One IA sale in week 4 covers all of Claude Foundations' learning-phase spend. Claire Falcon is the financial engine — she funds the growth of both strands.
What this looks like daily at cruising altitude
Two systems running independently, producing combined results. No launching, no posting schedule, no being online.
Combined daily ad spend
→
~$55
New leads across both funnels
→
12–14 people
People moving through email sequences right now
→
~200+
Average combined daily revenue
→
~$216
Average combined daily net profit
→
~$161
Sales cluster rather than distribute evenly, especially at $997. Some weeks will produce two IA sales in three days. Other weeks, silence. The emotional discipline is trusting the monthly averages when a quiet week arrives — exactly what Melissa describes as the shift from unpredictable to systematic.
Annual projection — the combined machine
$57,876
Annual net profit
Annual revenue does not include Black Friday or any other seasonal campaign revenue. BF is pure upside — the evergreen system builds the warm audience, BF harvests at higher conversion rates. The $57,876 annual net is the baseline floor from two funnels running quietly year-round.
Campaign architecture — what actually gets built
Ben Heath's 2026 structure. Melissa's budget math. Gemma's creative volume.
Claire Falcon — Own Pixel · Own Ad Account
1 campaign · 1 ad set · 8–10 ads at launch → 20 by week 6
Entry points: free intuition guide + free workshop. Back-end: Intuition Activation at $997. Controls: location only (UK, US, Canada, Australia, Ireland). Suggested audience: Soul Growth Summit email list + 1–2 interest signals. Creative refresh every 2–3 weeks. Pixel has SGS history — starts at full speed.
Claude Foundations — Own Pixel · Own Ad Account
1 campaign · 1 ad set · 8–10 ads at launch → 20 by week 6
Entry points: quiz + prompt guide pack + free workshop. Back-end: Claude Foundations at $497. Controls: location only. Suggested audience: 1–2 interest signals (online business, course creators, AI tools). Zero pixel data — starts at $15/day, scales at week 3–4 once pixel has 50–100 leads. Creative must differentiate from saturated AI market.
Cross-Strand Opportunities (No Separate Ad Spend)
CEO Toolkit cross-sell + Lovable beta + BF campaign
CEO Toolkit sells to warm audiences from both lists via email — no cold-traffic ads. Lovable beta launches to CF list in October. BF campaign (Claire Falcon's existing 3-year system) benefits from the largest warm audience it's ever had. All three happen through email and organic, not additional ad spend.
The framework — three experts, one system
Melissa (timeless)
The math
Reverse engineering formula. Budget thresholds. Don't spend ahead of your data. 30% reinvestment rule. Fix the funnel before increasing spend. The math is known before a cent is spent.
Ben Heath (2026)
The structure
One campaign, one ad set, 20+ ads. Location only in Controls. Creative is the targeting. No separate retargeting campaigns. Use Creative Testing Tool for new ads. Funnel sequencing happens inside one ad set.
Gemma (reference)
The creative
21 active ads right now. Multiple copy angles: exclusivity, empathy, opportunity cost, identity challenge, social proof, transformation, emotional breakthrough. Staggered rollout every 3–4 weeks. Visual diversity across all formats.
Melissa's hard-stop rules — permanent
If CPL drifts above $6 → refresh creatives, do not increase spend.
If landing page conversion drops below 20% → stop and fix the page.
If conversion rate drops below 1.5% → audit the email sequence.
If workshop watch rate falls below 20% → improve reminder emails.
If the math stops working → fix the funnel, never spend your way out.
This is not a campaign with a start and end date. This is permanent business infrastructure. You turn it on, it runs, you maintain it. The $55/day is the operating cost of a machine that produces ~$216/day. Black Friday and seasonal campaigns are harvest events on top of this baseline — pure upside from a warm audience the evergreen system builds automatically. CEO Toolkit sells to warm audiences through email. Lovable launches as a beta to the CF list. Nothing additional needs to be funded — everything layers on top of two evergreen funnels that pay for themselves.
