# Funnel Blueprint — ZIION Builder Passport Ascension (4,591 Warm Buyers)

## Market & Awareness Diagnosis
- Awareness Stage: Product-Aware (Schwartz stage 4 of 5) — they already bought once
- Sophistication Level: Stage 3 (the "build a business" claim is exhausted; lead with a new mechanism)
- Lead Type: mechanism
- Conversation in the mind: "I already paid — what's actually different about the next thing?"

## Offer Stack
1. Bait — Price: Free — Promise: a 5-minute Readiness Score showing your current rung
2. Front-end — Price: $27 — Promise: the Builder Passport starter kit (rung 1 unlocked)
3. Core — Price: $497 — Promise: full 8-level Builder Passport with cohort access
4. Premium — Price: $3,000 — Promise: 1:1 Capital Readiness sprint with a reviewer
5. Continuity — Price: $97/mo — Promise: ongoing readiness coaching + community

## Stage Map

### Stage 1: Readiness Score (email)
- Traffic-in: Resend re-engagement email to the 4,591-buyer list
- Job: get the warm buyer to take the free Readiness Score
- CTA: Take your Readiness Score
- Next stage: Stage 2

### Stage 2: Score Result Page
- Traffic-in: click-through from Stage 1 email
- Job: show the buyer their current rung and the gap to the next one
- CTA: Unlock the Builder Passport ($27)
- Next stage: Stage 3

### Stage 3: Passport Checkout
- Traffic-in: click-through from Stage 2 result page
- Job: convert the $27 front-end sale
- CTA: Get the Builder Passport
- Next stage: Stage 4

### Stage 4: Core Ascension Offer
- Traffic-in: post-purchase upsell page shown after Stage 3 checkout
- Job: ascend the buyer to the $497 core rung
- CTA: Upgrade to Full Passport
- Next stage: Stage 5

### Stage 5: Continuity Enrollment
- Traffic-in: onboarding sequence after Stage 4 purchase
- Job: enroll the member into the $97/mo continuity community
- CTA: Join the Community
- Next stage: Ascension ladder (ongoing — ladder repeats at next readiness threshold)

## Conversion Math
- Stage 1 → Stage 2 (email click): 4% [historical]
- Stage 2 → Stage 3 (score page → $27 buy): 8% [benchmark]
- Stage 3 → Stage 4 (checkout → core upsell offer shown): 15% [benchmark]
- Stage 4 → Stage 5 (core buyer → continuity opt-in): 20% [guess]

## Instrumentation
- Stage 1: Metric: email_click_rate — Event: readiness_email_clicked
- Stage 2: Metric: score_to_buy_rate — Event: front_end_purchased
- Stage 3: Metric: checkout_completion_rate — Event: passport_checkout_completed
- Stage 4: Metric: upsell_attach_rate — Event: core_upgrade_purchased
- Stage 5: Metric: continuity_enroll_rate — Event: continuity_enrolled

## Failure Exits
- Stage 1: non-openers get a second re-engagement send in 5 days, then move to a quarterly nurture list
- Stage 2: non-buyers of the $27 front-end get retargeted with a case-study proof email
- Stage 3: cart abandoners get a 1-hour cart-recovery email with the same offer, no discount
- Stage 4: non-upgraders stay at rung 2 and enter the standard email nurture cadence
- Stage 5: non-joiners are offered the continuity trial again at day 30