A whiteboard walkthrough of five funnel architectures the creator has personally watched real businesses run past eight figures a month, color-coded row by row on a live Miro board.
Posted
5 months ago
Duration
Format
Essay
educational
Views
3.3K
147 likes
57 · 43
Big Idea
The argument in one line.
Every business hitting $10 million a month liquidates or nearly breaks even on its front-end acquisition, then makes its real profit later through closer calls, ascension offers, or partner relationships.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You run paid ads to a low or mid-ticket offer and want to see how bigger operators structure the ascension path after the first sale.
You're building or advising a business with a sales team and want shared language for how acquisition, liquidation, and LTV maxing fit together.
You're evaluating whether a partner or affiliate channel could reduce your reliance on paid traffic.
SKIP IF…
You want a technical, step-by-step funnel build — no funnel software, page copy, or ad creative is shown, just the strategic shape.
You're looking for exact numbers or named companies — the creator deliberately withholds specifics to protect the businesses he's describing.
TL;DR
The full version, fast.
The creator draws five funnel architectures on a whiteboard, each one he has personally seen generate over $10 million a month. Four of the five run paid traffic to a front-end offer, multiple VSLs, a single hero product, a webinar, or a launch, that breaks even or barely loses money, then move buyers onto a closer call to sell a high or mid-ticket back end and LTV-max from there. The fifth swaps paid acquisition for partner and affiliate deals, buying access to someone else's customer list and paying per click, call, lead, sale, or straight revenue share. The one model he says he's never seen work at scale is paid traffic sent directly into a subscription. The throughline: acquisition cost gets offset by liquidation, and the real money is made after the first sale.
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States the premise (five funnels doing $10M+/month), disclaims he isn't selling anything, and says the channel exists to document what has and hasn't worked scaling his own business.
01:03 – 04:19
02 · Funnel 1: multi-VSL stack
Multiple straight-line funnels (paid to multi VSL/sales page to multi low-ticket) feed one shared buyer pool, which then goes to a closer call for a high-ticket offer and LTV maxing, illustrated with a financial-education example.
04:19 – 06:36
03 · Funnel 2: single hero product
One core product sold with different ad angles to different avatars (aspirin analogy), still with a closer call after purchase, sometimes bridged through a setter call first.
06:36 – 10:15
04 · Funnel 3: paid webinar to mid-ticket ascension
Paid traffic into an evergreen or live webinar sells a $1,000-2,000 direct-to-cart offer near breakeven, then an onboarding call ascends buyers higher; also covers the launch/drop variant and why it needs an evergreen team to repeat monthly.
10:15 – 14:52
05 · Funnel 4: partners and affiliates
Instead of paid traffic, this model buys access to a partner's existing customer list (the doomsday-bunker example) and sells a high-ticket product, with payout structured per click, call, lead, sale, or full revenue share.
14:52 – 16:01
06 · Funnel 5: paid to subscription
Paid traffic sent directly into a subscription, mostly consumable physical products; the creator says he doesn't personally know anyone hitting $10M/month running paid straight to subscription without a funnel step in between.
16:01 – 19:34
07 · Synthesis + close
Argues that at scale these businesses stop being one straight-line funnel and become multiple funnels and sources feeding one pool, reflects on his own business's inconsistency, mentions his WAPX education plans, and closes without a hard pitch.
Atomic Insights
Lines worth screenshotting.
Every $10M/month funnel the creator has seen either breaks even or barely loses money on the first sale, the real profit comes later, on a closer call.
Running multiple low or mid-ticket funnels into one shared pool of buyers lets a business reach a closer call without needing a single mega-offer.
A single 'hero product' funnel sold to different avatars, same product, different ad angles, can still hit eight figures a month without a big product line.
Paid webinar funnels selling a $1,000-$2,000 mid-ticket product plus an ascension tier have taken multiple businesses past $10M/month, even without a core VSL.
In partner and affiliate deals, where you place the payout, per click, per call, per lead, per sale, or full revenue share, decides who carries the acquisition risk.
A rev-share partner deal means you only pay when the partner's list actually buys, turning acquisition risk into a shared incentive instead of a fixed cost.
Paid traffic sent directly into a subscription, with no funnel or ascension step in between, is the one model the creator has never seen hit $10M/month.
As funnel-based businesses scale past a single acquisition source, they stop being one straight-line funnel and become multiple funnels feeding one customer pool.
Financial education is used as a recurring example: separate low-ticket entries on 401k risk, taxation, and retirement income all funnel into the same closer-sold tax program.
A 'doomsday bunker' partner deal illustrates the model: partner with someone who already sells 1,000 tactical flashlights a day, then sell their list a $20,000 high-ticket build.
Takeaway
Liquidation funds the acquisition, ascension funds the profit
FUNNEL ECONOMICS
Every model in this breakdown recovers or nearly recovers its acquisition cost on the first sale, then makes its real profit through a closer call, an ascension offer, or a partner's existing customer list.
02Funnel 1: multi-VSL stack
Running several straight-line funnels into one shared pool of buyers lets a business reach $10M/month without any single funnel carrying the whole load.
A low-ticket entry point creates a library effect where products can cross-sell or upsell each other before the customer ever reaches a closer call.
03Funnel 2: single hero product
Selling one core product to multiple customer avatars through different ad angles can hit eight figures a month without expanding the product line.
Bridging a setter call before the closer call is common in single-hero-product funnels, used to further qualify and warm up the buyer.
04Funnel 3: paid webinar to mid-ticket ascension
A $1,000-$2,000 mid-ticket offer sold through an evergreen webinar, followed by an onboarding call that ascends buyers higher, has taken several businesses past $10M/month.
Launch-model businesses can make eight figures in a single drop, but repeating that month over month requires an evergreen team, fulfillment, and sales system, not just repeated launches.
05Funnel 4: partners and affiliates
Partnering with someone who already owns your ideal customer's list turns their existing buyers into outbound leads for a new high-ticket offer.
Where a partner's payout is placed, per click, call, lead, sale, or full revenue share, decides who absorbs the acquisition risk.
A rev-share partner deal removes fixed acquisition cost entirely, you only pay when the partner's audience actually converts into a sale.
06Funnel 5: paid to subscription
Paid traffic sent directly into a subscription with no funnel step in between is the one model here that hasn't been seen working at $10M/month scale.
Physical, consumable products on subscription are the version of this funnel that does work at scale, more reliably than info or trial-based subscriptions.
07Synthesis + close
Past a certain scale, businesses stop running one straight-line funnel and instead run multiple funnels and traffic sources feeding one customer pool.
The same acquisition and ascension logic applies to agencies, physical products, software, coaching, and paid communities, not just info products.
Glossary
Terms worth knowing.
VSL
Video Sales Letter, a pre-recorded sales video used as the pitch step of a funnel, often replacing a live sales call for lower-priced offers.
Liquidation (in acquisition)
Recovering some or all of your ad spend on the first sale, so growth isn't limited by how much cash you can front for paid traffic.
Closer call
A sales call handled by a dedicated closer, not the person who first talked to the lead, whose job is converting a warmed-up buyer into a high-ticket sale.
Setter call
A shorter qualifying call that happens before the closer call, used to warm up and screen a lead before handing them off.
LTV maxing
Selling a customer additional products or services after their first purchase to increase their total lifetime value beyond the original sale.
Ascension
Moving a customer from a lower-priced entry offer up to progressively higher-priced products or services over time.
Rev share
A partnership payout structure where you only pay your partner a percentage of what their referred customers actually spend, rather than a flat fee.
Hero product
One core SKU that a business sells to many different customer avatars using different ad angles, instead of running many different products.
“The big thing across all of these is that the acquisition either is offset by some version of liquidation or complete liquidation.”
the single thesis line of the whole video→ TikTok hook↗ Tweet quote
12:03
“They will create a doomsday bunker, fricking walkthrough 12 weeks. You'll have one built in your backyard for 20 grand and you'll be safe no matter what happens.”
vivid, concrete example that makes the abstract partner-funnel model tangible→ IG reel cold open↗ Tweet quote
15:33
“I don't know anyone doing 10 million a month doing that at scale.”
an honest admission of where the framework's edge is, rare in this genre→ newsletter pull-quote↗ Tweet quote
The Script
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Read-along
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metaphoranalogystory
In today's video, I'm gonna be talking about five different funnels that are making over $10 million a month. So I'm gonna walk through each one of them here all these are different in how they get traffic how they convert for the initial purchase what they sell how they ascend and in and So this should be a pretty quick video where I walk through just kind of the different setups Technically, there are actually eight businesses that I know and some of them are using or multiple businesses are using the same funnel type But pretty cool to see so quick on me We've done over a hundred million in our online business in total cash collected and I'm not selling you anything everything I share on here on this whole channel is me talking about what did work, what didn't work, and what we are actively doing to scale our business to this 10 million a month mark, which we have not done.
And I do this so I can find talent for our business, so I can find opportunities, and so I can network, which basically just means make friends with other cool people who are building cool stuff. And yeah, continue to scale. So again, like I said, this is going to be a fun morning, early, I don't even know what time it is, coffee and funnel talk.
So for the first one, paid. You're going to see differences on here. So some of these are traffic sources.
Some of these are initial entry, but this is very, very common. So people are going to send paid traffic. There are some that do not include paid, which are like the big unlocks from paid.
They're going to go to a multi VSL or sales page. So what I mean by that is they're running multiple different funnels and achieving the 10 million a month through multi. So they run one at a low ticket product.
They won't run into the lead funnel. They run one over here at a mid ticket product. They run them in these different versions, right?
multiple low tickets, which I just said. So multiple different straight line funnel throughs, okay? So the company I specifically can think of, I don't want to say any names or like do anything because I feel like that's just like not cool.
And I'd be, meh, if someone did that to me. But the basic, how this looks is like straight line, straight line, straight line, straight line. And then they all kind of feed each other where it's like one, you can technically cross sell or upsell the other one.
You're able to have basically like the library effect of low ticket. And then from there, They get on a closer call, which is they're already making money.
The big thing you're going to learn or the big thing across all of these is that. the acquisition either is offset by some version of liquidation or complete liquidation meaning they like make money on it and or they don't use paid in the way that a lot of us do when we run these um so these guys are here they'll go okay cool we are either making money or we're breaking even or we're barely losing money if we're doing this and we're going to spend 500 000 a day on these ads to different funnels that convert back and then put everybody in one big pool of customers.
They then get those people on the phone with the closer direct. Some people would do this with a setter in between just for the closer environment. But if they just want to ramp massive calls, they'll then put them on a closer call.
And then they will sell them a high ticket, mid ticket, some version of either coaching or a progression of something after that low ticket. So in summary, quickly on this one, I could have made these way better, but I don't care. Respectfully, I can explain these with words.
Multiple different VSLs. You have multi ads. You have multi VSLs and or entry pages and or sales pages.
You have multi low tickets and or mid tickets. They then combined. And then they all get on the closer call to then sell what the bigger thing is, the coaching thing or whatever.
And then in this business specific, they have other things they can then sell. So they can sell physical products. I talk about this all the time about finance companies.
The world of this, if you were running a financial education business, for example, you could run one about 401ks and the risks and one about taxation and one about retirement income. And you could run and do all those. You could sell low tickets.
You could then put... them all into one grouping then get them all in closer calls and sell the big thing that you help and fix and do which is like your tax program and then ltv maxing in this situation would be like oh and you need an estate attorney and it's like oh you need to like uh hold your xyz oh you need whole life insurance oh and you need this and you need an ria and you need to whatever and then they ltv max that way so they have liquidated or made money here and then this just turns into like the gravy show and it's like how long can you keep them so Four minutes on one.
That was not my intent. Number two, paid, multi -VSL SP. So same flow here, but one low ticket.
One core hero product SKU. So this is very common. You could argue this is what a lot of e -com businesses do.
So they'll have different angles and different zones for one specific product. So again, the difference here is like this one, you have different types of fulfillment. Um, and by the way, all of this, like technically this is not considered new, but like it's back in money, but all of these companies are doing 10 million in new, like in just the acquisition part, not including renewals, um, rebuilt, like not including that part.
Um, they're doing 10 million on the front end. Um, so paid multi, so single. uh an example of this i just i don't want to give anyone away but uh the example of this is multiple angles for different uh avatars and then coming in where it solves all of their problems in one and like a terrible example but it's just first thing popped in my head is like aspirin right like if you're gonna sell aspirin this is terrible example uh but it's different avatars of like oh it's this person that has pain oh this person has pain oh this person they would all be getting different ads with different avatars but buying the same thing there's not a this advil advil advil there actually is because there's like kid ones one so like that's a terrible example but in this example they're basically sending um like i have one here there's like test kits people do um there's like low ticket bands or like uh or stretch bands and stuff that everyone will get back once you get that back they then get you on the phone a very common one that people do is some version of a diagnostic um so it's like everyone buys this thing once you're in that core core thing it's like let's get you on the phone and let's get you talking to xyz what a lot of people actually will do is though uh
I'm just going to say the same thing on this. But what a lot of people do is they'll actually bridge a setter call in between here, and that's very common. So someone will basically buy this, then it comes with that they'll get on a setter call and then go for a closer call.
This is very common, very, very. And usually they're trying to make this in some way that it shows the pain, it shows more of the pain. But this one's very common.
Next, paid webinar.
Mid tickets. So I think we all know who these ones are, but this is a tried and true. So whether this is live or this is this actually, let me see if this one would math would work for the same thing.
But what I mean by this is automated. So automated or live on evergreen cadence, I mean, evergreen. So people run paid very heavy.
to webinars they get registrants then those registrants need to show they show and then they get on a webinar that is 45 minutes to two hours long and they buy then direct to cart they buy something that is one two maybe three like in that range um because that's usually as high as you can go before you need to get on the phone you need to talk to someone our conversions drop so someone will then buy this for two thousand now again i've said it on this one i've said it on this one i've said it on this one now They are liquidating in profit or barely losing money is the idea behind it when you're doing this.
So if you're selling a $2 ,000 thing, you're going to run a bunch of paid and it's going to cost you $1 ,900 to get a $2 ,000 buyer or whatever, which would be bad because you would then with refunds and whatever, you would lose money and fees and this and this and this. But let's just say you're basically breaking even.
So you're doing a ton of activity for nothing in terms of profit. But then what they'll do is they will then have an onboarding call that goes through this, and then they will ascend you to the higher thing. So there are three companies I know of that have done this model specifically, and it crushes.
It crushes. You just need something that you can really sell that's like a good offer to sell to here, and you need something that's, I mean, frankly. all of these you need a good offer but like the whole point is it's a straight line it's very easy uh like logically on how to set this up and how to build this but it's like what can you sell mass like a lot of enough of a lot of units of the mid ticket and what can you what product can you make that's $1 ,000 $2 ,000 value that is still good and still gets people results but then there's an ascension version that's either the done with you the done for you the extreme the plus premium version of the same thing is very common so just this funnel type and just this acquisition type has taken businesses that do I don't think I have a core VSL funnel on here because I don't think I know a single person that does a core VSL funnel.
But I know businesses that have run VSL funnels and done a couple million a month and then add this either in addition or in exchange for and have broken it and have gotten over this mark and have done it very quickly. So, but again, the big thing is you just need something to sell. Now, this is also a similar model.
Oh, I don't know what happened there. Hopefully that didn't break everything. But another way that people do this is you guys all know the people who do eight figures in a single launch, and they do this right here.
And they usually don't even do this. So they'll just make eight figures right here. And they'll do it in a launch model.
This is meant to be paid consistent evergreen where it's week over week, month over month, whatever. And it's consistently doing that. But then you need an evergreen team.
You need evergreen fulfillment. You need evergreen sales. You need to run a company and not just do drops.
But the drops print. And there are people in the space that are doing. 10 20 million um just doing drops where they run into a challenge they have webinar they have a ticketed thing actually which is right here which is a little different because they liquidate on this portion too and then they sell mid ticket direct uh and then most of them don't really have ascension to my understanding like they have some version of continuity maybe but that's it um all right how long are we we're only 10 minutes in god i can slow down we're having a day All right.
Now, the first one where we are breaking out of the mold of, again, all of these are liquidating in some way and then allowing you to then make the money on the back. And so you don't have this cash trough of where you're scaling into spend that you only can make money on the phones or high ticket or wherever. They all eventually make more money with high ticket, but they have a very good direct response and machine on the front where they are liquidating either some, all, or they're profiting.
And I'm not going to tell you what, but partners, this one is a complete unlock. But again, another thing around acquisition, which is they use partners, affiliate, whatever you want to call it. And in this specific model, they let's say you are a.
It's so hard for me to come up with examples that are not the actual thing. Let's say.
I'm just, I don't even know. Um, you are basically going to find somebody who has your customers and you are going to make agreements and partnerships and deals with those people that say, Hey, you guys already sell a thousand of these a day of this supplement or of this, uh, of this piece of clothing or of this tool or of this, whatever, like let's use a survival survival niche.
So what people will do. is they'll find somebody who sells on ClickBank or on their own Shopify store or whatever, and they sell 1 ,000 of the tactical flashlights a day that's all around survival and this and this and doomsday. They will then partner with that person.
They will then get access to all of their customer lists in an agreement. They will then outbound them and or set up email sequences and or do these different things to then contact said customers, and they will sell them. high ticket things, mid and high ticket things.
So they will create products that are mid and high ticket and let's use a survival niche. They will create a doomsday bunker, fricking walkthrough 12 weeks. You'll have one built in your backyard for 20 grand and you'll be safe no matter what happens, right?
They'll do this. They will then hit that list. And instead of having to have the inconsistency and the costs of paid, They might have some inconsistency because it depends on it's reliant.
But if you have many partners, you hedge your risk in that way. And it becomes an outbound machine. So you have to pay people to then do outbound.
But are there bases or is it all performance? Right. Do you hedge that?
And then you sell them this high ticket thing and, you know, just make sure your fulfillment costs are in alignment. Now, they generally speaking. You have five different ways you could do this, but you basically pick how far down the funnel you want to pay your partner or where the risk lies or where you want to put the buck at the risk.
In affiliate world, they'll pay per click. They'll pay per call. They'll pay per lead.
They'll pay per sale. You can go all the way down this, and then how much is it, and is it a percentage or is it a flat dollar value? The couple people I know, one is doing it on a lead basis.
So I'm sorry, that's not true. That is not true. One of them is doing it on a purchase of like, they're basically bridging it.
So they have them reaching out to this and they're sending them straight to a load ticket to like basically make them from that person's customer to your customer. So they pay per sale a flat amount. Then the other one I know is completely rev share.
So they basically just are in agreement with these people. They're able to outbound do whatever they want. And then when they sell them something, only and if they sell them something, they then break off a chunk of this and, hey, I'll wire you for that spread.
And that's what that is. And it's just an additional monetization method for said partner. And there are tons of people who do this.
There are people who do this with people's email list. There's people who do it with their customer list. There's people who do it with your community.
When someone comes up on stage and pitches in front of XYZ to someone's community and they write a check for a percentage of what they sold. similar model right into the partnership model there's technically like a million and one ways you can like this but a different one of this but a different one of this and I feel like I should make a video like this it's like hormones he talked about this a lot he's very good at this very very good at this but it's like there's whatever five different ways to get traffic there's five different ways to he doesn't really talk about funnels too much but like there's acquisition types which is like you know webinar versus low ticket versus call funnel um versus direct to cart just straight versus it like just all these different things and then it's how can you send them and then what's your ltv and like what else can you sell them through expansion or opportunity or partnership or this so maybe i'll make a video that's like these these these um but yeah that's this one
and then this last one is boring but very real and just legit which is people run paid and they run into a subscription and that could be a consumable and the specific ones i'm talking about here are actually physical products um and they're consumable physical products that then are on subscription um but i know people who also run this on info but almost nobody runs paid direct to subscription in the way that i'm referring to it here without really good metrics.
Like I know some guys in trading attempt to do it. I know some guys in where they do like a free trial or a free group, and then they ascend them through there. But I don't know anyone doing 10 million a month doing that at scale.
So I don't know what breaks first, but... Or, you know, if it's working, they're making five extra hours, like keep spending. But I don't, I don't see that as a thing.
Maybe it's a leaky bucket issue. I don't know. But yeah, this is one.
And in the e -com world, I know that there's a lot of guys that do this. There's a lot of quiet people. There's a lot of guys who do this illegally and do this as bad.
I'm talking about the white hat good one where someone just has a really good product that someone wants to continue to buy. But yeah, these are these. So I tried to.
directly like again i could tell you 15 i could tell you 500 examples of people who are doing over 10 million a month in like the real world and like in real business and like how uh technically netflix has some version of this right where they just have a subscription and then yeah they use paid but they also use partner and they also use this and they also use this and like as these businesses grow They're not a straight line of a funnel.
The funnel exists and there is an acquisition source, but it becomes multitude of different both acquisition funnel entirely. So you have multi -funnel, you have multi -source to a singular funnel. You have once said funnel is there, you have different types of expansion for different types of people that people go down different tracks where it makes sense for someone to do this version versus this version.
You have recurring things, you have partnerships you make where who has my customer and you guys share in that. There's a lot of different ways to cut this. And I've been thinking about this a lot within our business as well, because candidly, we've never done this.
Most we've ever done is three and some change in new and five, or was it 3 .5, I think was new. And then 1 .5 was basically like existing. So we did 5 million twice, which is somewhere buried in there.
But yeah, I'm trying to think about what our stack looks like, how we mitigate. the acquisition side because the other thing is like oh what if you have organic and what if you have like affiliates and what if you have this and which is basically affiliates are here and like what if you had this and this and then now how do you monetize them how do you make back all the money on day one and then from there it's all just high ticket and LTV maxing across other expansions.
So we're playing with a lot of these. We had some extreme success last month. We have some results of this month, which again, just goes back to the inconsistency of how good we are at certain pieces of this puzzle and trying to build a team, trying to build a team.
So we talked about this in WAP a bit as well. And I think I shared, but we're having some updates that we'll make. In this next month.
Which I think will be very fun. Because I want to grow. I just want to talk about this kind of stuff.
All the time. And on the education side, I want to build a very large business. And then I want to player coach it within WAPX where we can just talk about frameworks and how we actually scale these things.
And it's for all online businesses because this is not just info. This is not just coaching. It's not just paid groups.
This is agency can do this. Physical products, I already said, can directly do this. Softwares can definitely do this platform.
So all of the above. So as we continue to scale, that's what that'll be. But if you guys have any questions.
I don't want to use that form. I would rather use comments and I can do entire videos. Maybe I'll just do lives where I go through there and where I just sit here and can answer some questions.
But yeah, hope this was helpful and valuable and hopefully just made you think. honestly, of like, where in my business can I pull lever to do some version of this? Or is there a type of acquisition source that can be a full liquidation for me that I'm not even doing?
Or is there a way that I can build partnerships that can completely reduce risk or more so volatility in terms of the costs? Or is there just a home run where I can have the best product ever that people never want to cancel from? And I can infinitely run to it because it's a great offer.
I have amazing retention and I don't have a leaky bucket. So all these companies I do literally know are doing over 10 million a month and shout out to them. Hopefully I didn't give away too much of their sauce, but these are tried and true methods.
So I'll talk to you guys soon. Appreciate you. Bye.
The Hook
The bait, then the rug-pull.
The creator opens a blank Miro board and draws five funnel architectures he has personally watched cross $10 million a month, one color-coded row at a time. Every model differs in how it gets traffic and structures the first sale, but all five share the same underlying discipline: liquidate the acquisition cost, then make the real money afterward.
Frameworks
Named ideas worth stealing.
00:00list
The 5 funnel architectures behind $10M/month
Multi-VSL / straight-line stack
Single hero product, multi-angle
Paid webinar to mid-ticket ascension
Partners and affiliate outbound
Paid traffic to subscription
The five distinct shapes the creator has personally seen an acquisition-to-ascension path take at eight-figure-a-month scale.
Steal formapping which acquisition-to-ascension shape fits an existing offer before building out a new funnel
13:19list
Five ways to pay a partner
Per click
Per call
Per lead
Per sale (flat)
Revenue share
How affiliate and partner payouts can be structured, moving the acquisition risk earlier or later in the funnel depending on where the payout is placed.
Steal forstructuring a new affiliate, JV, or partner-list deal
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Video of the Day44:30
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