Start with the realistic scenario.
Worst and best are guardrails. Realistic is the number to plan around.
FreeThree scenarios
Offer Ladder Map.
Every scalable business runs on three offers.
Map your starter offer, online course and premium program, then see worst, realistic and best cases, with ads or without.
Start with what you sell today
$
Takes 20 seconds.
Step 1Starter offer$7 to $97Ads: about $7.50 per buyer
Step 2Online course$300 to $2,000No ads
Step 3Premium program$3,000 and upAds: about $75 per booked call
Your total
About this tool
Most experts have
one offer.
Every scalable business runs on three offers. Most experts have one, and it's usually the one that needs them in the room.
The Offer Ladder Map lays out all three and shows what they add up to. Your starter offer is the first thing a stranger buys before they trust you with more. Your online course teaches your method without you on every call. Your premium program is your flagship, where the real margin and the real transformation live.
Step one is simple. For each offer, including an add-on at checkout, enter the price and how many buyers you expect a month. The map returns a monthly and yearly figure for each, and a total.
Step two is where it gets honest. Choose with ads or without. Choose whether you sell to people or to businesses. Set a daily ad budget for your starter offer and one for your premium program, then enter your audience size and your premium price. The map runs three scenarios: worst, realistic and best.
This is not a hype calculator. Ads for your starter offer usually just pay for themselves. The real revenue comes later, when buyers book a call. Real experts build assets. Real numbers build decisions. Run the map, then decide which offer to build first.
The one rule under the map
Ads do two jobs only.
With ads
Starter offerAds sell it. Its job is to bring in buyers, not profit.
No ads
Online courseSold to people who already bought your starter offer or already know you.
With ads
Premium programAds book calls. This is where the real revenue comes in.
If you've been running ads to a $997 program and wondering why it won't grow, this is why.
Your result
How to read your result.
Your result shows a revenue figure for each offer, a total, and three scenarios for the path you chose.
Check the shape of the ladder.
If almost all of the total sits on your premium program and the other two are near zero, you have a calendar business, not a ladder. That's normal for most experts we meet. It also means every new dollar still needs a call.
Read the ads scenario with the rule in mind.
The ad budget for your starter offer is meant to pay for itself, or close to it. Its job is to bring in buyers, not profit. The ad budget for your premium program is meant to book calls. If your starter offer shows a loss, that's expected. Look at what it feeds.
Compare without ads to with ads.
If the number without ads is already meaningful, you have people waiting for a product. Build the asset first. Turn ads on after. That's the order we use on every build.
Then act.
The offer with the biggest gap between what you have and what the map shows is the one to build. If it's your online course or premium program and you already have proof people pay you, book a call. If you want to start small and sell fast, the $17 Mini Course Playbook turns what you already teach into a mini course, your starter product, with your offer and a two-hour build plan.
Results are not typical. Scenarios are models from your own inputs, not projections. See our earnings disclaimer.
Questions
Common
questions.
Quick answers about the Offer Ladder Map.
Why can't I run ads to my online course?
Ads do two jobs only: sell your starter offer and book calls for your premium program. Your online course is sold to people who already bought from you or already know you, which is where the margin stays healthy.
Is this free?
Yes. It runs free here and is included free inside the Expert Freedom Playbook, where it's valued at $200.
What if I only have one offer?
Enter it where it belongs and leave the others at zero. The map shows what the missing offers would add. Then take that into the Mini Course Playbook or a build call and decide what to build first.
Two doors. Pick one.
Mapped your ladder? Pick a door.
Door 1
Book your build call
45 minutes on Zoom with Mike or Ekai. We look at what you know, what it could be worth and exactly how we'd build it. We only take on 5 new builds a month.
0145 minutes with Mike or Ekai
02What your expertise could be worth
03How we’d build it
Door 2
Start with the $17 Mini Course Playbook
Names the mini course hiding in what you already teach, writes your offer, outlines every module and hands you a two hour build plan.
01The mini course hiding in what you teach
02Your offer and module outline, written
03A two hour build plan
Get the Mini Course Playbook
In your inbox in about 10 minutes.