Behind the results
Aug 31, 2026
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“This debrief pulls apart my This Is How We Claude launch: 6,075 opt-ins, 599 pass buyers, $49,099 banked across 31 days. I walk through every rung — tripwire, bump, upsell, the backend that sold zero — plus ads, affiliates, and sponsors, landing on $1,584 a day for the month.”
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Aug 3, 2026
This debrief pulls apart my six-day MBA flash sale: 35 enrollments, $41,104 banked, $65,340 under contract, on $523 of ads. I break down banked versus booked, three sales pages converting at 0.77%, 2.04%, and 3.41%, the partner economics, and every leak—landing on one number: $601 kept per Jenna sale versus $1,260 per direct sale.
Jul 27, 2026
I ran the Tripwire Toolkit at $77 for Jenna's list and $37 for Gemma's, same product, same $17 bump. $37 converted 4.70% versus 0.82%, quintupling the rate and beating $77 by nearly 3x in revenue per 1,000 registrants ($2,015 vs $715). Keeping $37 as the default.
Jul 20, 2026
I sat on the other side of a JV for once — I owned MBA, Jenna brought the list, and I opened the whole P&L: what I grossed, what she got, what I kept, every stage of a seven-part funnel. Gross through her came to ~$190K, split 50/50, landing at a ~$236K booked total.
Apr 20, 2026
I debrief my AI All Stars JV with Gemma: 537 registrants, 209 attended, 30 buyers, $66,331.20 fully booked. But I hadn't confirmed my 35% commission rate before cart opened — a mistake that caused ThriveCart tracking errors and cost me a $583.02 shortfall I had to invoice for.
Apr 13, 2026
I audited fourteen months of Meta ad data and found my ads didn't stop working, I stopped running the ones that worked. Cost per purchase climbed from $31 to $121 between October and March while retargeting sat at just 6% of spend despite pulling 3–12x ROAS. Rebuilding around the original BTS challenge funnel now.
Jan 27, 2026
This debrief walks through my full 2025 experiment—daily sales tracking, the Slack-to-Skool migration, ditching Shopify for Kartra, ads mentorship with Tara Zerker, the $8,500 PayPal misroute I chose to walk away from, and the MBA lifetime upsell. I closed the year at $350K in annual revenue.
Jan 19, 2026
This session covers my April 15 check-in on the January price increase experiment, comparing baseline ($833/day, $62 AOV) against February–April results. AOV climbed 30%+ to $81–83 before dipping to $77 in April. Daily revenue reached $1,089/day in April, still short of my $1,767/day profit target.
Dec 15, 2025
This debrief covers my full 2025 ad year: nine experiments including the tripwire price pivot, Advantage+ targeting, retargeting, and the ugly ad test. Across 46 campaigns, I generated 7,127 leads and 865 purchases on $29,451.56 spent, landing at a 2.68 ROAS.
Nov 24, 2025
I ran six days of daily deals against a $10k-$25k-$50k goal ladder, tracking banked versus booked revenue day by day. BFCM-exclusive revenue landed at $30,382 across 88 sales, an AOV of $345.25, with ad spend of just $1,199.06 producing a 12.09x actual ROAS.