The TL;DR — what to ship when

Horizon	Play	Why now
0–30 days	Productize Side Hustle #5 — "The Digital Likeness Sprint"	This is, almost word-for-word, our existing product re-named with Russell's stack. Highest fit, lowest build cost.
30–60 days	Run a 1-day micro-event ("The Digital Likeness Workshop")	Build the live-event muscle at low risk before scaling to 5-day.
60–90 days	Ship the AI Instructor flagship demo (à la Russell's Dan Kennedy video)	The single highest-leverage marketing asset we could produce.
90–180 days	Run our first 5-day event ("The AI Instructor Challenge")	Full launch. Pre-validated by the workshop in Phase 2.
180–365 days	Stand up the Inner Circle community + Dream 100 partner program	Recurring revenue + reach. Compound the launches.

Play 1 — The Digital Likeness Sprint

Brunson source	Day 5 · Side Hustle #5 (Attractive Character Mega Package)
Target audience	Mid-career experts (coaches, niche consultants, course creators) with 3+ hours of existing recorded content but no AI strategy.
Offer structure	4-week productized service: voice file build → story bank extraction → AI coaching bot training → launch package (Soap Opera Seq + first social posts). Delivered as a guided sprint, not a hand-off.
Price	$4,997 entry. $7,997 with white-glove. $14,997 enterprise tier.
Upsell ladder	(1) Email/Seinfeld system add-on $1,500 · (2) Custom community deployment $3–5K · (3) Dream 100 partner outreach $3K · (4) Monthly bot updates $500–1,000/mo · CLV $10–20K Year 1.
ClickFunnels assets needed	Sales page (stack-style), application form, scheduling page, Stripe + payment plan, Skool/community link, member portal for sprint.
Effort to ship	2 weeks (sales page + intake + onboarding flow). Already have most fulfillment IP.
Projected return	10 sales/month at avg $5,500 = $55K/mo recurring after Month 2. CLV uplift adds $50–100K/yr.
Risk	Capacity bottleneck — fulfillment scales linearly with team unless we automate further.

Play 2 — The 1-Day Workshop ("The Digital Likeness Workshop")

Brunson source	Day 1 · The 7-Figure AI Shortcut. Rip the Day 1 teaching arc into a single 4-hour live workshop format.
Target audience	Same ICP as Play 1, but earlier in the buying journey — looking for proof, not yet ready to buy.
Offer structure	Free or $47 paid 4-hour live workshop teaching the voice-file → story-bank → first-lesson-built arc. Soft close into Play 1 at end.
Price	Free for organic traffic, $47 for paid (anti-no-show filter).
Upsell ladder	Workshop → Sprint ($4,997). Workshop attendees should convert at 3–5%.
ClickFunnels assets needed	Opt-in funnel, indoctrination email seq (3 emails), event reminder seq, post-event close seq (5 emails over 5 days).
Effort to ship	3 weeks (curriculum + funnel + emails). Live event itself is one afternoon.
Projected return	500 attendees × 4% conversion × $4,997 = ~$100K per workshop. Run quarterly.
Risk	Show-up rate; need to dial in indoctrination sequence.

Play 3 — The AI Instructor flagship demo

Brunson source	Day 3 · The AI Dan Kennedy video.
Target audience	The entire market. This is a marketing asset, not a product. It demonstrates capability and warms inbound demand.
Offer structure	30–45 minute "lesson" delivered by the digital likeness of a real, willing instructor. Distributed across YouTube, our site, Dream 100 partners.
Price	$0 — free distribution. Pure demand generator.
Upsell ladder	Drives traffic into Plays 1 + 2.
ClickFunnels assets needed	Landing page hosting the video + email capture + cross-sell to Sprint.
Effort to ship	4–6 weeks if we have a willing instructor and 3+ hours of their content.
Projected return	Hard to attribute directly. Russell's Dan Kennedy demo is referenced by every internal team in his org as the asset that "made the AI possibility tangible." That alone is worth the build.
Risk	Talent risk (need a willing partner). Brand risk if the digital likeness reads as creepy or low-quality. Both manageable with the right partner and a willing test audience.

Play 4 — The 5-Day "AI Instructor Challenge"

Brunson source	The entire AI Secrets Challenge architecture. See Live Event Playbook.
Target audience	Solo instructors, training agencies, corporate L&D leaders. ~3,000 registrants is our v1 target.
Offer structure	5-day free event, VIP $97 trial, Platinum $2,997 stack on Day 2. Stack: Sprint + 6 mo software + monthly office hours + curated swipe library + live cohort + Inner Circle Shadow Seat.
Price	Free entry. $97 VIP. $2,997 Platinum.
Upsell ladder	Free → VIP ($97/mo continuity) → Platinum ($2,997 + $97/mo) → Inner Circle ($5–15K/yr) → 1:1 Implementation ($25K+).
ClickFunnels assets needed	Full launch funnel suite (see Playbook checklist).
Effort to ship	6 weeks build + 1 week event + 1 week close.
Projected return	3,000 registrants × 1.5% Platinum × $2,997 = $135K. + $30K VIP. + ongoing continuity. Conservative.
Risk	High. Big bet. Run only after Play 2 succeeds twice.

Play 5 — Inner Circle community ($5K–$15K/yr)

Brunson source	Day 2 · Two Comma Club model. The shadow seat as gateway.
Target audience	Top 5% of Sprint and Platinum buyers — those producing real results and ready to spend on community.
Offer structure	Annual mastermind: quarterly virtual events, one in-person retreat/yr, monthly group coaching, peer Slack, exclusive playbook library.
Price	$5,000/yr starter. $15,000/yr "shadow access" tier with quarterly 1:1 with Jon.
Upsell ladder	Inner Circle → 1:1 implementation engagements at $25K+. Members become case studies + referrals + speaking partners.
ClickFunnels assets needed	Application page (gate access). Members area (or Skool). Renewal funnel.
Effort to ship	4 weeks + ongoing operational lift.
Projected return	40 members × $7,500 avg = $300K/yr predictable. Retention over 70% in Year 2.
Risk	Operational discipline. Community programs die without consistent rhythm.

Play 6 — The Email Magic Trick (sales-led)

Brunson source	Day 5 · Side Hustle #3.
Target audience	Course creators with stale email lists (3K–50K subscribers), low engagement.
Offer structure	Done-for-you re-engagement service: we extract their voice, write a 5-email Soap Opera Sequence + 14 days of Seinfeld emails, deploy to their list, split the revenue (or charge flat).
Price	$3,500 flat OR $1,500 + 30% rev share for 60 days.
Upsell ladder	Magic Trick → Sprint (Play 1) → Inner Circle (Play 5).
ClickFunnels assets needed	Cold-outreach landing page, intake form, deliverable templates, automated reporting page for clients.
Effort to ship	1 week to build, ongoing fulfillment.
Projected return	10 deals/quarter × $3,500 avg = $35K/qtr. Higher with rev share.
Risk	Outreach cost; cold market.

Play 7 — Dream 100 partner program

Brunson source	Day 3 · Dream 100 framework.
Target audience	100 instructors / podcasters / L&D thought leaders whose audiences are our ICPs.
Offer structure	Two-sided: (a) build their digital likeness for free as a flagship demo + case study, (b) they promote our offers in exchange for affiliate revenue + early access.
Price	$0 to them. We earn through their pipeline conversions.
Upsell ladder	Their audience → our Workshop (Play 2) → Sprint (Play 1) → Inner Circle (Play 5).
ClickFunnels assets needed	Affiliate-link tracker, partner portal, co-marketing toolkit (banners, swipe emails, demo videos).
Effort to ship	Ongoing (1 partner/wk in Year 1).
Projected return	10 active partners × ~$15K/yr in attributed revenue = $150K/yr. Compounds with each new partner.
Risk	Long sales cycle per partner; quality threshold matters.

Play 8 — Micro-app catalog (each app a funnel)

Brunson source	Day 4 · The One-Person Software Machine — multiple front-ends in software form.
Target audience	Top-of-funnel: anyone curious about AI for teaching but not ready to buy.
Offer structure	Build 5–10 free or freemium micro-apps, each wrapping one of our frameworks (Voice Style Sheet generator, Story Bank extractor, Outline Roaster, Course Quiz Generator, etc.). Each one is a top-of-funnel with email capture.
Price	Free with email capture. Optional $19/mo for unlimited usage.
Upsell ladder	Free app → email list → Workshop (Play 2) → Sprint (Play 1).
ClickFunnels assets needed	Per-app landing page hosting the tool + email capture. CF can embed via iframe.
Effort to ship	1–2 weeks per micro-app. Use Lovable/Overskill for v1.
Projected return	Direct revenue minor. Email-list growth significant: 2–5K new subscribers/quarter, fueling all other plays.
Risk	Low. Each app is small enough to abandon if it doesn't catch.

Play 9 — Enterprise Implementation ($25K–$100K engagements)

Brunson source	Day 5 · The 5-stage Client Upsell Ladder. Russell's $15K in-person workshop and Chris Thomas's 6-7 figure deals are the templates.
Target audience	Corporate L&D leaders at mid-market and enterprise. Companies with internal subject-matter experts and large training budgets.
Offer structure	3–6 month engagement: build 3–10 digital likenesses for their internal SMEs, deploy in their LMS, train their team. White-glove.
Price	$25K starter. $50K–$100K typical. $250K+ for full enterprise rollouts.
Upsell ladder	Pilot → expansion. Renewable annual contracts for ongoing maintenance/updates.
ClickFunnels assets needed	Dedicated B2B sales page (separate funnel from consumer). Application form. Custom proposals. Case-study library.
Effort to ship	Ongoing. Sales-led.
Projected return	3 enterprise deals/year × $75K avg = $225K. High-margin once delivery is tooled.
Risk	Sales cycle 3–6 months. Requires dedicated B2B salesperson.

Cross-Play Synergies

The plays compound. Notes on how they reinforce each other:

• Play 8 (micro-apps) feeds Plays 1, 2, 4. Free tools fill the email list; the list fuels every paid offer.
• Play 3 (flagship demo) feeds everything. One great asset becomes the "show, don't tell" object across every funnel.
• Play 7 (Dream 100) multiplies Plays 2 and 4. Each partner's audience is our top-of-funnel.
• Play 6 (Email Magic Trick) is a lead generator for Play 1. 30%+ of Magic Trick clients become Sprint clients within 90 days.
• Play 5 (Inner Circle) is the back-end retention layer. Anyone who buys Play 1 or Play 4 should be eligible for it within 6 months.

90-Day Sequencing

Month	Ship	Active
Month 1	Play 1 (Sprint sales page) · Play 8 (first 2 micro-apps)	Existing offers, paid ads
Month 2	Play 2 (1-day workshop, first run) · Play 8 (3rd micro-app)	Sprint live, micro-apps capturing list
Month 3	Play 3 (flagship demo build) · Play 7 (first 5 Dream 100 outreach)	Sprint + workshop running, partner pipeline forming

What we are NOT going to do

How to keep this map alive

• Re-score every 90 days. Add new plays as Russell ships new frameworks (he runs 1–2 new big launches a year).
• Each play should have an owner. No owner = it doesn't ship.
• Track lead → conversion through every play. CLV per play is the truth.
• The map is a living doc. The sequencing in this v1 is our best guess; revise based on what's working in Month 1.