Dan Fox Coaching 3.0
Proposal prepared June 10, 2026
Dan, it's been an amazing journey so far. Eighteen months in, we've built Dan Fox Coaching into a real brand, are near-shipping your Kajabi course with a solid curriculum, and some real traction on sales with 232 visitors through the Mini-Masterclass teaser. The foundation is earned.
This audit and proposal is about the next chapter: what current trends and the rapid changes in AI mean for your business, and the cleanest path to going full-time as a coach. If anything here doesn't land, we can discuss on the proposal review call.
aaron@thrivingfounder.com | 647-502-6405
The Engagement
You've spent eighteen months building a real foundation: strategy, curriculum, worksheets, the Mini-Masterclass, the platform plumbing. What's missing is the connective tissue: a sales path that actually closes, and a client experience that matches what the work is worth. This engagement builds both.
It runs in two chapters, over four months end to end.
Sales Activation
Naming, positioning, the sales page, the booking flow, and the Mini-Masterclass close, so the high-ticket offer has somewhere to land.
Premium Client Experience
A branded portal, the interactive workbook and trackers, the coach dashboard, and the delivery rhythm that makes a $5K program feel like one.
What's Already Built
The foundation we've built over the last 18 months is real. Specifically:
Your logo system.
Clean, well-executed, multi-format ready. Carries the brand at every size - and is strong enough to support a premium-tier direction.
Brand strategy and StoryBrand work.
Genuinely deep. Character, problem, guide, plan, success - articulated with care. Most coaches don't have this kind of strategic foundation.
Course curriculum design.
Twelve modules with detailed lesson plans, exercises, downloads. Sacred Theatre: The Warriors' Initiation is stronger than most coach curricula I've seen.
Workbook content.
Twelve weeks of prompts, trackers, reflections, daily practices. The raw IP is unusually strong and gives us a lot to work with.
36 worksheets and trackers.
A complete worksheet library across all 12 modules - one of the most comprehensive I've seen for solo-coach curriculum.
The Mini-Masterclass teaser.
232 visitors to date with real opt-in conversion. A working lead-magnet asset - proof the front-end can pull traffic.
Acting credentials.
Suits, Painkiller, SkyMed. You've spent years doing this on camera - it shows. Real proof most coaches just don't have.
Sacred Theatre event format.
Productized: five-part flow, consent framework, capacity model, pricing tiers. Already running as its own thing.
Platform and payment infrastructure.
Kajabi set up, Stripe connected, Calendly wired, domain in place. All the plumbing is in place.
These assets are the foundation everything else builds on. You've invested in this carefully, and that investment shows.
What's Evolved
Two areas where the innovation standard has grown since we built the original front-end:
Web & App design for high-end coaches
In the last 12 months, the bar for what a high-end coaching brand looks like online has moved meaningfully. Sites are now more cinematic, more interactive, more app-like. The buyers you're trying to reach, willing to pay high ticket prices, live in app-native experiences daily, and that's the bar they're going to be comparing Dan Fox Coaching to.
Your existing Wix site is solid for what it was built for; however, it's quickly becoming dated with how fast things are moving and the next stage of high-ticket coaching is asking for a premium presentation layer that matches the new industry standard and where your offer is heading.
The work isn't rebuilding your full website now. It's making the sales paths and high-ticket client experience match the level of the offer and price.
High-ticket client delivery
PDFs and Zoom links used to feel premium for top-tier coaching. They still work, and Kajabi + Zoom + WhatsApp can deliver a 1:1 experience, but it is no longer a high-ticket standard in today's market.
What's changed is that buyers compare to app-native, interactive client experiences - daily prompts, structured journeys, persistent progress, beautiful UX. Coaches who layer in a premium client experience at this tier set the bar over the next 18 months. It's not mandatory, but it does dictate how your brand is perceived in a rapidly evolving coaching market.
The Strategic Diagnosis
The foundation in Section 1 is real, and most of what's listed below is just the natural gap between "build the brand" and "launch the business." Five observations:
- The course is strong, but the funnel doesn't have somewhere to send people. Your Mini-Masterclass pulls leads in cleanly - and then ends. There's no offer attached.
- The high-ticket offer needs to feel more than "course plus calls." The work is premium. The container around it can reflect that - and at this price point, that increasingly matters for conversion and reputation.
- QR codes and outreach need clean destinations. When you hand someone a code or you get a lead, there isn't a destination doing the work of converting them. The lead falls into a gap.
- Kajabi is useful now, and it's the right home for the self-paced course. The course tier lives there. The decision is whether to invest in the high-ticket delivery layer.
- Sales materials don't yet match the 1:1 reality. The sales page foundation was written for cohort delivery. The offer has evolved into something different - a 1:1 transformational process with the course as a companion. The page needs to reflect what you're actually selling now.
Where Coaching Delivery Is Going
Worth understanding the broader shift, because it informs where to invest.
Coaching is splitting in two. On one side: videos, PDFs, group calls at lower prices. On the other: app-native journeys, daily touchpoints, interactive workbooks, AI-augmented reflection at higher prices. The middle is getting squeezed because of the rapid evolution of technology.
Three forces pushing this:
- Your premium clients live in apps. The daily experience of investing in yourself, in 2026, looks like opening an app - not a PDF or a Zoom link.
- AI is becoming the differentiator at the top end. Coaches who layer in AI-augmented reflection pull ahead of coaches who deliver linear curriculum.
- Owning your stuff beats renting it long-term. Rental platforms cap differentiation and end up costing a lot in subscriptions. Building your first owned client experience layer creates optionality and minimizes monthly cost.
You're not replacing Kajabi this year. You're starting to own parts of your setup at the high-ticket tier - and that's where the strongest coaching brands are moving.
The Core Insight
Two things happen in one engagement. First, what you've already built starts producing: course live, funnel closing, sales paths working. Second, the high-ticket offer gets the client experience it should have. Same person, same brand, one season.
Activation and elevation, in one engagement, in a single season.
What the Moment Requires
Here's what I'm seeing as the priorities:
- Sales paths that actually work. Clean destinations for QR codes, outreach links, mini-masterclass leads. Course priced and purchasable. Booking flow that pre-qualifies. A sales page that reflects the 1:1 reality.
- A clear separation between course tier and high-ticket tier. The self-paced course lives in Kajabi. The premium 1:1 experience gets its own home, designed around the depth of that work.
- Brand naming clarity. Sacred Theatre, Warriors' Initiation, Embodied Expression - clear up what each thing is so buyers don't tangle.
- Sales materials that match the offer. A clean offer one-pager. A sales page rewritten for the 1:1 reality. One source of truth.
Your lead-generation work brings people in. This work handles where they land, how they buy, and what premium clients experience after they say yes. Two layers, doing different jobs.
Why now: You're going full-time. What's behind you has to match where you're heading.
What's Not in Scope
These are the broader business decisions I'm specifically not recommending right now. Real next investments, but not for this engagement.
Not the move right now
- Corporate expansion work. Paused per your call. The focus is the coaching brand and the high-ticket offer.
- Paid advertising or paid traffic campaigns. Ads into a funnel that isn't proven yet just multiply the leak. Get the system working first, then turn on traffic.
- A full website rebuild. Your existing site can carry the sales paths in the near term. A full rebuild is something I'd advise eventually, but not now.
- Native mobile app build. A real next layer once the web client experience is live and clients are using it.
- Brand photography or video production beyond the existing teaser refresh. The brand visuals you have are working.
- Hiring a full-time VA or ops support yet. Part-time social help is great, but there isn't enough repeatable ops to delegate full-time. Build the system first; staff it once it's running.
Native mobile app, AI coach companion, and Sacred Theatre as a productized event series are covered later under What Comes After. The engagement-specific out-of-scope items live inside The Engagement section.
Your Tool Stack
Three different things are happening in any coaching business. Worth being clear about which tool does what:
| Layer | Job | Tool |
|---|---|---|
| Sales backend | CRM, follow-up, nurture, booking | Whatever you choose (GHL or a broader, less costly stack) |
| Course platform | Self-paced course hosting | Kajabi |
| High-ticket client delivery | Premium 1:1 client experience | Owned client portal (built in the engagement) |
The engagement connects your sales paths to whatever backend you choose, and builds the premium high-ticket delivery layer on top.
The Engagement
The work runs in two arcs. The first arc activates everything you've built: course live, funnel closing, sales paths working. The second elevates the high-ticket offer into the premium client experience it should be. Same engagement, same brand, same person delivering. Your business becomes a real product across one season.
Sales Activation
This is the work that turns everything you've already built into a system that actually sells. The course goes live. The funnel closes. Your Program ON™ investment stops sitting on a shelf and starts generating revenue.
What you walk away with
- A live, priced Sacred Theatre: The Warriors' Initiation course in Kajabi (Stripe wired, modules published, Buy Now working, generating revenue while you sleep)
- A rewritten sales page that sells the 1:1 offer the way it actually runs (yours to keep, yours to evolve)
- A live Mini-Masterclass funnel with a real next step. Visitors land, email captured, booked call or course purchase (not a dead end anymore)
- A working Calendly intake and booking flow. Sales referrals, QR codes, and Mini-Masterclass leads all land somewhere that closes
- A QR-code kit ready for events. Every Friday Night Fight Club, every Sacred Theatre night, every conversation has a clear next step
- Brand naming locked: Sacred Theatre, Warriors' Initiation, Dan Fox Coaching. No more buyer confusion
- A sales pathway diagram. Your business on one page; you can hand this to anyone (a referral partner, a coach, a buyer) and they instantly get how it works
- A soft-launched system, QA'd, tested, ready for your first paid client
Phase 1 would normally be its own engagement. It's folded in here because this is the next chapter, not a transaction.
Why this is the move
Premium Client Experience
This is what makes the high-ticket offer feel as premium as the work actually is. A branded client portal your 1 on 1 clients enter and grow within. Interactive worksheets that persist. A daily check-in log they keep. The infrastructure that lets your sessions land deeper because the client is doing the work within your platform.
What gets built
- A private, branded client portal at a domain you own. Your 1:1 clients log in and enter the full 12-week journey
- Twelve weekly content pages built from your workbook in your voice. Premium presentation, mobile-native, beautiful
- 36 worksheets as interactive web components, each with a clean print-to-PDF view clients can save or print from the browser
- A daily check-in log with a visible consecutive-day count: voice, embodied expression, daily prompts. Simple reset on a missed day, no notifications
- Session prep and integration flows applied across all 12 weeks. Multi-step, structured, persistent
- The Warriors' Manifesto builder. Interactive, multi-step, refined over 12 weeks into a living document each client keeps
- Twelve session playbooks (coach-facing). Exactly what to cover in each 90-min 1:1 call, structured to make every session land
- A clean client list (coach-facing). See who's active and where they sit in the journey
- Client login with each client's access scoped to their own journey. No roles, no admin tiers, no sharing
- A five-step client onboarding email sequence triggered when a new high-ticket client signs
What this unlocks
This is the infrastructure that lets the 1:1 offer feel premium and operate at premium quality. Instead of you doing manual integration for every client through Zoom and PDFs, the system holds the journey structure between sessions. Clients show up to calls already in the work. That's what makes your $4,500 sustainable as a price point, and what frees you up to take on more 1:1 clients without your week disappearing into prep.
Out of scope (to keep the engagement clean)
- New course content or curriculum changes (the curriculum is solid)
- Course platform migration off Kajabi
- Mission Statement builder, Coach Dashboard, multi-client analytics (the natural next-stage work, covered in the section below)
- AI coaching companion (post-engagement Continuity ON™ territory)
- Anything beyond the 12-week journey as currently designed
Delivery milestones
| Milestone | Trigger |
|---|---|
| Phase 1 Kickoff | Agreement signed, access confirmed across Kajabi, Stripe, Calendly, domain |
| Phase 1 → Phase 2 Transition | Sales activation live, course purchasable, soft-launch QA complete |
| Engagement Close | Premium client portal live, first high-ticket client able to enter |
The Investment
This is a 6-9 month build delivered in 4 months via my AI-accelerated workflow without losing strategic depth. The price reflects the compression and the outcome, not the hours.
$14,000 CAD
Payment schedule (five equal monthly payments)
| Payment | Timing | Amount |
|---|---|---|
| 1 | At signing | $2,800 CAD |
| 2 | End of Month 1 (Phase 1 complete) | $2,800 CAD |
| 3 | End of Month 2 (Phase 2 mid-build) | $2,800 CAD |
| 4 | End of Month 3 (Phase 2 in final stretch) | $2,800 CAD |
| 5 | End of Month 4 (engagement closes, portal live) | $2,800 CAD |
Five equal monthly installments across the four-month engagement, structured to keep the monthly cost light and the cash flow easy to absorb. Same total, same scope, same timeline.
30 MINUTES. WE'LL WALK THROUGH THE PROPOSAL, AND I'LL ANSWER WHATEVER'S ON YOUR MIND.
What Comes After
This engagement delivers a premium portal Dan's clients enter for 12 weeks. As the practice validates and grows, two natural next-stage layers open as separate engagements:
- Deeper persistent builders. Mission Statement work for Phase 3 integration; second-cohort artifacts; tracked goal-setting flows
- A full Coach Dashboard. Multi-client at-a-glance view, prep status, journey-position tracking. Designed for holding 8-12 active clients without losing track
These are priced and scoped when needed, typically once you're holding 5+ active 1:1 clients and feel the operational ceiling of the current setup. The platform is built to receive them; they don't require a rebuild.
Beyond that, there's a future intelligence layer (AI session insights, longitudinal data across your client base) that becomes interesting once you're running multiple cohorts. Not for now. Just for visibility.
What Your Clients Could Enter
Here's what your high-ticket clients could step into - a glimpse of the experience that gets built in Phase 2 of the engagement.
(Concept preview, not final design)
Welcome to Sacred Theatre: The Warriors' Initiation
A 12-week journey through voice, presence, and embodied expression. This is your space - a place to prepare for sessions, integrate the work between them, and track your own becoming.
Voice, Presence & Intention
Three breath cycles. One question. Bring this to your session.
7-of-7 voice exercise tracker. Streak: 3 days.
After your session, return here. What landed? What moved?
Voicing the Warriors Within
Watch Module 4 before our session →
Where in your life are you shrinking your voice?
The Warriors' Manifesto
A living document the client builds across 12 weeks. Unbending commitments, in their own voice.
Add. Refine. Speak it aloud.
The Mission Statement Builder
How they show up for everyone else, once their own oxygen mask is secure.
Walk into every session already knowing where they are
3 clients completed Week 1 prep. 1 hasn't logged in.
Each client's reflection waiting before you open the call.
Where each client sits across the 12 weeks, at a glance.
Standard Terms
- Revisions
- One consolidated revision round per asset. Additional rounds at $170 CAD/hr.
- Timeline
- Engagement delivered in 4 months from kickoff. Phase 1 (sales activation) runs Month 1; Phase 2 (premium client experience) runs Months 2-4.
- Pause Clause
- 14+ days of client inactivity → project auto-pauses; timeline extends day-for-day on resume.
- Approvals
- Client approvals within 5 business days, or timeline extends day-for-day.
- Scope additions
- $170 CAD/hr, pre-approved in writing only. Out-of-scope items explicitly listed above.
- IP transfer
- On full payment.
- Confidentiality
- Both directions, ongoing.
- Case study rights
- With written consent for any individual use.
- Governing law
- Ontario, Canada. Venue: Toronto.
Continuity ON™
Once you're live and delivering, most coaches want a light layer of ongoing support - a place to bring the questions that come up in real client work, asset reviews, the next iteration. Continuity ON™ is how I structure that. No decision today; this is here so you know what's available when launch is behind us.
Standard Thriving Founder tier, priced in USD, independent of this engagement.
| Tier | Structure | Investment |
|---|---|---|
| Light | 1 × 45-min call/mo + WhatsApp | $147 USD/mo |
| Standard | 2 × 45-min calls/mo + WhatsApp + light asset review | $297 USD/mo |
| Deep | 2 × 60-min calls/mo + priority WhatsApp + quarterly deep-dive | $497 USD/mo |
Closing
Dan, the foundations are in place. The work has depth. The brand is real. The next move is making everything you've built generate revenue, and making the high-ticket offer feel as premium as it actually is. One engagement does both.
Six months from now, with the engagement complete, the picture looks like this: the course is priced and quietly generating revenue while you sleep. QR codes and sales referrals land on a page that books discovery calls on its own. Your first high-ticket clients are inside a premium client portal that operates as your delivery system, not your manual integration layer. You're holding 8-12 active clients comfortably instead of 4-5 barely. You're not holding the whole thing up alone anymore. That's what this is for.
The decision is simple: let's start the next chapter. Pick a time this week and we'll walk through it together.
Proud of what's been built, brother. Excited for what's next.