The Thyme4Sleep Flywheel
Free content earns attention. Attention becomes trust. Trust becomes a $37 or $97 purchase. Results become reviews and referrals — which make the next round of free content work harder. Every asset in the library has one job in that loop.
Attract
Social kit · Pinterest · Google profile
Capture
Sleep Snapshot quiz · free printables
Nurture
5-day email sequence
Convert
$37 Reset · $97 Calm Nights · $117 bundle
Delight
1:1 coaching · reviews · $100 referrals
Every rung leads to the next
| Rung | Asset | Price | Job | Leads to |
|---|---|---|---|---|
| 1 | Social kit, Pinterest pins | Free | Reach new parents | Quiz / free guide |
| 2 | Sleep Snapshot quiz | Free | Diagnose & segment; capture email | Tailored offer by result |
| 3 | Gentle Sleep Reset, safe sleep, sleep log, bedtime chart | Free | Quick win, trust, list growth | 5-day email sequence |
| 4 | From Reset to Rest | $37 | Reduce night wakings when bedtime is already calm | Calm Nights if bedtime is the real issue (email 3, Seq. 2) |
| 5 | The Calm Nights Method (+ $117 bundle) | $97 (test price) | Structured self-guided programme for families ready to implement independently | 1:1 via check-in emails when a family needs it (Seq. 3 → 4) |
| 6 | 1:1 coaching | $249–$1,429 | Premium, personalised outcome | Reviews, $100 referrals → rung 1 |
500 new leads
from the quiz and free downloads
$740 + $970 + $1,372
Reset to Rest · Calm Nights · one Standard package for every 200 leads
$3,080 in new revenue
Assumptions only — replace with your real GA4 and Stripe numbers after 30 days.
Review before investing further
Calm Nights launches at $97 as a test price. Don’t add video, paid promotion, more content or a price change until the first meaningful batch of customers is in.
When to review: after the first 25 Calm Nights purchases, or 90 days after launch — whichever comes first. Fewer than 10 sales in 90 days is an answer in itself: go straight to “Rethink”.
| Question | Measure | Where | Healthy | Concern |
|---|---|---|---|---|
| Will families pay $97? | Sales-page visitors → purchases | GA4 begin_checkout, Stripe | 2%+ of sales-page visitors buy | Under 1% |
| Is the scope clear? | Refunds, and emails expecting a personalised plan | Stripe, Georgia’s inbox | Under 5% refunds; little or no confusion | Over 10%, or the same confusion repeating |
| Does it work for families who fit? | Night 14 “things are moving” share | GA4 calm_nights_checkin | 60%+ of those who answer | Under 40% |
| Does it route the right families to coaching? | cn-support tags → /pricing?from=calm-nights visits → enquiries → bookings | Email platform, GA4, Stripe | Families in the support branch enquire, and some book | Many tagged, no enquiries; or Starter bookings fall overall |
| What does it cost Georgia? | Minutes spent replying per buyer | Review log | Under 10 minutes | Over 20 minutes (it’s becoming unpaid 1:1) |
| Are we earning proof? | Reviews collected from Calm Nights families | Night 21 email replies | 1 in 5 successful families | None |
Then decide
Invest further
Most measures healthy. Options: short video walkthroughs of steps 4–5, a $117–127 price test, a homepage and /pricing listing, a small paid-social test.
Hold & refine
Mixed results. Fix the weakest measure only (sales copy, checkpoint wording, email timing), then review again after the next 25 sales.
Rethink
Low sales, frequent scope confusion or high time cost. Options: fold the best parts into Reset to Rest, offer it as a lower-priced guide, or keep it only as a lead-in for 1:1 clients.
Review log
Keep this as a simple spreadsheet. One row per Calm Nights buyer.
| Date | Bought | Fit check | Night 4 | Night 7 | Night 14 | Coaching enquiry? | Booked? | Refund? | Georgia’s minutes |
|---|---|---|---|---|---|---|---|---|---|
| e.g. 2 Nov | Calm Nights | fit | moving | stuck | support | yes | Starter | no | 10 |
From unlinked to live
Before launch
- Georgia reviews all copy for voice and clinical accuracy (wake windows, method steps, feed guidance)
- Set ASSETS_PREVIEW_KEY in Netlify, then review the paid plan at /assets/calm-nights/plan?preview=…
- Run one live $97 test purchase in Stripe, confirm access to the programme and workbook, then refund it
- Set up the Calm Nights tags and link-click rules for Sequences 3 and 4 (see the emails page), and click every check-in link once
- Connect quiz + Gentle Sleep Reset form leads to the email platform; load Sequences 1 and 2
- Decide whether to show Calm Nights on /pricing and the homepage (it’s unlinked today)
Launch week
- Swap the Instagram bio link to /assets/quiz
- Post carousel “Regression or habit?” + story 1 (quiz) on day 1
- Post quote card + story 3 (Calm Nights) mid-week; carousel “72-hour reset” at the weekend
- Email the existing list: “A clear path for families ready to do it themselves” → Calm Nights
- Pin both Pinterest pins to a “Baby Sleep Tips” board
Every month
- Check GA4 events: quiz_start → quiz_complete → generate_lead → begin_checkout → calm_nights_checkin
- Add each Calm Nights sale, refund, check-in answer and coaching enquiry to the review log below
- Ask every Calm Nights and 1:1 family for a one-line review (night 21 email of Sequence 3; email 4 of Sequence 2)
- Turn the best new review into a quote card
- Remove the noindex tag on pages you want found in Google once they’re linked from the site