Lisa Kelly: Kids Gut Health Proposal

9 March 2017

Lisa Kelly
Kids Health Australia

Dear Lisa

Thanks for your interest in working with me. Below I’ve outlined my proposal for the project.

Please review and let me know if you have any questions. I’ll contact you in a few days if I haven’t heard back by then.

Sincerely yours,
David Crowther

Why You’re Here

You just launched your new online course for kids gut health. You've spent a lot of time putting it all together, but now when it's time to market and grow your sales you find yourself lacking in time and resources.

You're also launching a UK version of your Australian course at the same time.

Where You Want To Be

You're looking to create an effective sales funnel to market and sell your online courses.

Once this sales funnel is in operation and data is coming in, you'll be able to further optimise the funnel for increased revenue.

What We Want To Do

To help you achieve these objectives we'll turn your website into a sales machine.

I will:

  • Optimise your online courses into the best format for increased sales.
  • Design your sales funnel blueprints which illustrate the journeys visitors will take through your website.
  • Create scalable sales funnels to increase conversions.
  • Grow sales and revenue.

Course Pricing

We need to look at providing different pricing options for your courses as by currently only providing the one price point you're leaving money on the table.

I know you're thinking about offering a free trial, but this may not be the best approach as it can be hard to get users to upgrade to the paid version.

But there are other options and here's two examples for you:

  • Provide a 3-tiered plan where the cheaper plans include less of the course content.
  • Change to a subscription based format where you offer a monthly and annual plan.

Each option has it's pros and cons and we'd look into both in more detail to determine the best course of action for you.

Sales Funnels

There are two sales funnels I would like to start with for your courses.

The first is the simple direct funnel where we send visitors directly to the sales page and immediately ask for the sale.

For the second funnel we offer your visitors to download a lead magnet which could be 3 healthy kids recipes or a list of healthy food for kids cheat sheet.

Once the visitor has entered their email address to download the lead magnet, we further nurture them with a series of emails and ultimately direct them to the sales page to purchase.

Over time we'd also be able to test alternative sales funnels to further optimise sales.


For email marketing (and marketing automation) software I recommend ​Drip.

Drip are a leader in their field with an easy to use interface, but have features that rival enterprise solutions like InfusionSoft and Hubspot.

One of their more visual features is called Workflows that help you visually create a set of automated actions based on actions subscribers take within your emails and on your website.

Drip also allows you to track subscribers website activity and supports custom event triggers.

What We’ll Be Preparing For

For the project's best chance of success, we must strive to:

  • Be clear on how you position yourselves to your target audience.
  • Provide your visitors with a clear journey through your website, answering their questions and building trust along the way.
  • Provide content that's genuinely useful to your audience.
  • Provide a platform and environment that allows you to easily and regularly optimise your sales funnels.

Why We're Best For The Project

There are all sorts of flashy agencies who could potentially help you with this project. So why work with me? Here are several reasons I hope you’ll find compelling:

  • I've worked closely with other clients who are using Thinkific and I'm experienced in marketing online courses.
  • You’ll work directly with me—the conversion rate optimization expert. I’ll be planning and managing the project.
  • I've been published in, and
  • I don’t bill by the hour so you always know in advance what the financial investment will be for my intervention.
  • I’ve worked on over 50 successful websites and landing pages that have increased my clients conversion rates and profits. I know what I'm doing.
  • I’ve improved conversion rates by 12.33% all the way up to 2933% for my clients, and for one client increased annual revenue by approximately 3 million dollars.

How We Can Do This For You

I've outlined below various deliverables and associated fees. You may select any or all of the options below.

All prices are in USD.

Option A: Sales Funnels:
- Gather, review and analyze data
- Competitor review
- Sales funnel blueprint
- Creation of lead magnet for opt-in pages
- Copywriting, design and development opt-in pages and sales pages
- Email campaign copywriting and implementation
- Configuration and integration of tools so that they work seamlessly together
- All the above for two courses
Option B Transfer:
- Export all lists and emails from your MailChimp account into your email tool of choice.
- Set up tagging and segmentation in new email tool.
- Set up workflows/automations in new email tool.
- Integrate new email tool with courses in Thinkific.
Option C Course Content:
- Reorganise course content into different sections (mini courses) so that each section can be sold separately if required, giving us more flexability in how we market and price the courses.
- Updating the courses in Thinkific based on our changes.
- Optimising the courses for usability