60
GRADE · for Andrew · 9 June 2026 · re-graded 28 July 2026

The $2,000 pilot is a
real money model.

A personalised-video pilot that opens a productised menu and a monthly subscription. The proof is now on the page, and the re-grade reflects it.

Jump to the fixes → See the money model

Weakest link, fixed: Perceived Likelihood sat at 5/10 while the Capium, Knight Frank and Clarion results stayed in the drawer. That proof is now on the page, lifting Likelihood to 8 and the pilot to 8.2. The named guarantee is the one lever left.

Book 1 · Offer
Convert
Pilot scores 8.2 out of 10 today
$100M Offers
Book 2 · Leads
Attract
Core Four live, no lead magnet
$100M Leads
Book 3 · Model
Scale
3.8x on the 30-day cash rule
$100M Models
The verdict

Strong offer, strong engine, one thin lever.

The pilot is built like Hormozi teaches. A low-risk front-end that solves a painful and specific problem, then a sequence of offers that funds its own acquisition. The proof gap is closed: Capium, Knight Frank and Clarion now sit on the page with hard numbers. What's left is risk reversal, one named guarantee, and the offer is genuinely hard to say no to.

8.2 → 8.6
Value Equation score
today vs with the guarantee
Likelihood
Was the weakest lever
8 / 10 · proof now on the page
3.8x
30-day cash rule
Base case · the bar is 2x
~19x
LTV : CAC (Base)
subscription does the lifting
Why this grades well

Most service businesses sell one thing and pray. You've got all four Hormozi offer types live and sequenced. A pilot that gets a stranger in, a menu of upsells, a subscription that recurs, and payment terms to rescue a "no". The 24-month model proves the pilot clears its own acquisition cost inside the first 30 days, which is the number that decides whether you can scale. That's the hard part and it's done.

1
The offer · value

A 9 on the promise, now an 8 on the proof.

Source: $100M Offers · Value Equation, Grand Slam build, guarantees and naming
The Value Equation · today vs after the fixes

Today · re-graded 8.2 / 10

Dream Outcome ↑
9/10
Perceived Likelihood ↑
8/10
Time Delay ↓
8/10
Effort & Sacrifice ↓
8/10

Dream and Effort are excellent. The promise is in the buyer's words ("conversations with C-suite without chasing on LinkedIn") and the done-for-you options strip out the work. Likelihood was the anchor at 5 while none of the £1.1M of proof was on the page. With Capium, Knight Frank and Clarion now on it, Likelihood re-grades to 8.

With the guarantee added 8.6 / 10

Dream Outcome ↑
9/10
Perceived Likelihood ↑
8/10
Time Delay ↓
9/10
Effort & Sacrifice ↓
9/10

The named guarantee locks in the certainty the proof has already built. A "first 5 videos live before you pay the balance" proof point nudges Time Delay to 9. Nothing about the core offer changes, only how certain the buyer feels.

The pilot → the Grand Slam version
Pilot at first grade

200 personalised videos, $2,000

  • Strong promise but no result a buyer can point to
  • No guarantee anywhere on the page
  • Proof is "12 years, hundreds of clients", not a number
  • Priced like a service, compared to other agencies
  • Generic name ("your pilot"), not an owned thing
Grand Slam pilot

The 200-Conversation Pilot

  • Named and owned, sold in a category of one
  • The Booked-Calls Guarantee carries the risk
  • One specific before and after result on the page
  • Priced against an SDR hire, not other agencies
  • First videos live before the balance is due
The proof now on the page
£600K

Capium

New recurring revenue in the first year for the accounting-software firm.

£500K

Knight Frank

Saved in agency fees for the global property group.

Sold out

Clarion

Filled the largest event of the year, sponsors and delegates, for the world's biggest B2B events company.

The fix that shipped

The weak lever was Perceived Likelihood, with over £1.1M of named, hard-number results plus a sold-out flagship sitting unused. That proof is on the page now, and it takes Likelihood from 5 to 8 on its own. Matching the right result to each prospect's world keeps it there. Offers · proof

Guarantee · the one to add

Use a conditional performance guarantee, named. Something like the Booked-Calls Guarantee: hit an agreed number of booked calls from the 200 videos or we keep running it free until you do. Conditional on the client recording the video and approving the list, so it filters tyre-kickers and protects you. It's the single highest-leverage edit on the page. Offers · risk reversal

Scarcity, urgency and name

Urgency is already honest and good (named kickoff date, "built and waiting"). Scarcity can be real and true, a cap on pilots started per week, since each one needs a build. Name it with M-A-G-I-C. "The 200-Conversation Pilot" or "The 14-Day Conversation Engine". honest enhancers

2
The money model · cash

The pilot already pays for the next pilot.

Source: $100M Money Models · the four offer types and the 30-day cash rule
The offer sequence, all four are live
Attraction
$2,000 pilot
200 personalised videos, two campaigns. Gets a stranger in.
Upsell
The menu
DFY $3,000/mo, ads $1,500/mo, content $1,000/mo. Solves the next problem.
Downsell
Terms or trim
20% deposit, balance on delivery, or "you run it" instead of "we send it". Never a cheaper same thing.
Continuity
$200-450/mo
Video engine subscription. The snowball the 24-month model rests on.
30-day cash check (Base scenario)

Pilot $2,000, COGS $200, so 30-day gross is $1,800. CAC is roughly CPL $95 / 35% close = ~$271, plus $200 COGS = ~$471 to recover. Ratio 3.8x, well past the 2x bar. With pilot-to-subscription at 65%, avg sub $749/mo and 9-month retention, blended LTV:CAC runs near 19x. These are model assumptions, so the one number to validate with live pilots is the show-to-pilot close rate, since CAC moves most with it.

The one money-model lever to push

The model's profit is dominated by the subscription, so pilot-to-subscription conversion is your highest-value number. Engineer it. Make the pilot's last deliverable a live, logged-in look at the video engine so continuing is one click, not a fresh decision. A rollover credit (the pilot's value applied to the first subscription months) keeps them paying from day one. Money Models · rollover + continuity

3
The leads · demand

The Core Four run. There's no lead magnet.

Source: $100M Leads · the lead magnet, the Core Four and the Rule of 100
The gap · one free thing that out-values a competitor's paid thing
Recommended hero

The 5 Free Videos

Make a prospect's first 5 personalised videos for free, pointed at 5 named buyers they choose. They see it work on their own pipeline before any spend. It's the demo and the lead magnet in one.

Interactive

Campaign Teardown

A free recorded teardown of their current outbound, with the exact 200-prospect list you'd target. Tangible value that pre-frames the pilot.

Authority

The Sourced List

50 verified ideal buyers, free. It's worth real money (a Sales Navigator seat is ~$100/mo), proves the sourcing and seeds the pilot.

Core Four · what's already working
1
Use 60 to sell 60 Live
Warm and cold outreach, run with the product
Every outreach is a live demo. That's the unfair advantage, so lean into it. The message that books the call is the proof of what the buyer is buying.
2
Andrew's content Live
One-to-many, warm audience
12 years of GTM stories. Each lead magnet above should sit at the end of a content piece. Rule of 100, keep the volume up, the audience is the compounding asset.
What to do

Three fixes this week, three bets this quarter.

The quick wins are page edits you can ship in hours and they target the one weak lever. The big bets compound the money model the forecast already proves.

Quick wins · this week

Aimed straight at Perceived Likelihood.

1

Add the Booked-Calls Guarantee risk reversal

One named conditional performance guarantee on the proposal page. The single biggest lift to the offer.

2

Put the proof on the page Done

Shipped. Capium £600K, Knight Frank £500K, Clarion sold out are on the page. Keep matching the right one to each prospect's world.

3

Name the pilot M-A-G-I-C

"The 200-Conversation Pilot". An owned name makes it uncomparable and easier to refer.

Big bets · this quarter

Compound the engine.

1

Ship a lead magnet

"The 5 Free Videos" or the free sourced list. It's the only missing piece between this and the full three-book engine.

2

Engineer pilot → subscription

Make continuing one click and roll the pilot value into the first sub months. It's the model's highest-value lever.

3

Add a checkout decoy

Offer "we send it for you" beside "you run it" at the pilot checkout to lift average order value, the way the gym decoy did.

The last lever · start here

The Booked-Calls Guarantee. The proof is live, so test the guarantee directly. Add it to the proposal page, leave everything else the same, and watch the pilot close rate. The model says CAC is most sensitive to that number, so a few points of close rate is worth more than any other change on the page.

The one-line verdict

A real money model that now shows its proof.

The hard parts are done. A sequenced offer that funds its own acquisition, clears the 30-day cash bar at 3.8x, and carries £1.1M of named proof on the page. Add the guarantee and the only reason left to say no is gone.