This case study documents a consulting engagement for Becca Luna and her partner Willow, aimed at accelerating growth of their creative coaching product. The objectives were to simplify the customer ascension path, increase scale, audit the funnel and website, and develop referral and joint‑venture strategies. The firm executed two main levers: a deep‑dive survey of 200 students that produced three detailed customer avatars, and a live webinar designed to showcase value while serving as a high‑impact sales vehicle (despite Becca’s initial discomfort with webinars). The campaign spent $12,500 on ads, attracted 1,275 webinar attendees, and generated $351,740 in revenue, delivering a roughly 28‑to‑1 return on ad spend. The document also references a screenshot of an iMessage exchange between Willow and Nick, underscoring the collaborative nature of the project.
Topics
Growth Initiative Overview: Becca Luna & Willow’s Creative Coaching Business
A high‑level description of the client, product, and the consulting partnership aimed at expanding reach and reducing friction.
Strategic Objectives: Simplify Ascension, Accelerate Scale, Funnel Audit, Referral & JV Development
Specific goals set for the engagement, including streamlining the customer journey, boosting growth speed, auditing marketing assets, and creating affiliate revenue streams.
Customer Insight Lever: 200‑Student Survey & Three Avatar Framework
Methodology and outcome of the deep‑dive survey that generated three core customer avatars, positioned as a shortcut for copywriting, course creation, and product development.
Revenue Engine Lever: Live Webinar Execution Despite Sales‑y Concerns
Implementation of a live webinar as a dual‑value and sales mechanism, addressing the client’s initial hesitation and highlighting its impact on revenue.
Performance Results: $12.5K Ad Spend → 1,275 Attendees → $351.7K Revenue
Key quantitative outcomes of the campaign, demonstrating a high return on ad spend and validating the chosen tactics.