No calendar linkuntil you've read it.
Your programme is €3,000 to €25,000 and the sale happens on a call. Today the application lives in Typeform, the review in a spreadsheet, the calendar in Calendly and the strategy-session invoice in Stripe, and half the people who book never answered the budget question. This is the same funnel on one page: an 8–10 question application with a budget range, a pipeline you approve from, a €300 strategy session that only opens after approval and is credited to the programme, a €99 offer audit for the ones who are not ready yet, and an alumni tier for the ones who finish.
Free to start. You keep 80%. The programme itself is paid off-platform; ApplyForm runs the front of the funnel.
No calendar link yet. Nadia reads every application and replies within two working days.
The application
is the closer.
Eight to ten questions: revenue, bottleneck, timeline, decision-maker, and the budget range most coaches leave out. Fewer than five does not filter; more than ten and completion collapses. Nobody sees a calendar until you have read the answers. Every submission lands in your CRM as a card at “new”, tagged by revenue band and budget, with the contact already on your list.
How Leads & CRM worksApprove, redirect
or decline.
The pipeline is your admissions board: new → contacted → qualified → won → lost. A qualified applicant gets the strategy-session link, €300, credited to the programme if they enrol. Someone with the problem but not the budget gets the €99 offer audit instead of a “no”. Someone who is not a fit gets a kind decline and stays on the free letter. Three replies, one board, no spreadsheet.
Revenue ≈ €410k · founder sells alone · wants it fixed before Q1
“Pick a slot this week or next. The €300 comes off the programme if we work together.”
Good problem, no budget yet. Sent the €99 offer audit and kept him on the letter.
31 applications · 19 qualified · 11 sessions booked · 4 enrolled
Five products,
switched on in this order.
The programme stays off-platform: €3–25k is above the session cap and a 20% take on it would be a bad deal, so we do not ask for it. What ApplyForm runs is everything before and after the programme: the application, the strategy session, the audit for the not-yet-ready, the alumni tier and the letter.
- 1Day one · Leads & CRM
Apply to work with me, 8–10 questions, budget range free
Revenue, bottleneck, timeline, who decides, budget range as a required choice. Pipeline stages are your admissions board; tags by revenue band and budget. The newsletter opt-in sits on the same form.
- 2Day one · Bookings
Strategy session, credited to the programme €300 · 60 min
Not linked from anywhere public. You send the link from the CRM after approval. Intake pulls the application answers forward; Meet link, reminders at 24 h and 1 h, your cancellation policy in writing. Credited against the programme on enrolment.
- 3Week two · Forms & Requests
Audit my offer (for the not-yet-ready) €99 · 3 days
For applicants with the problem and not the budget: offer, price and page in three fields, a written audit within three days or an automatic refund. Cap it at ten a week. Many come back as applicants six months later.
- 4Week four · Community
Alumni & community-only tier €150 / month
Discord or Telegram for people who finished the programme and people who want the room without the 1:1. Monday accountability thread, Wednesday hot seat, monthly guest expert. Yearly plan on, cap at 60.
- 5Week six · Newsletter
Weekly client case study free
One client, the starting numbers, what changed, the numbers twelve weeks later, one link to the application. Free, because the programme is the monetisation. The agent drafts it from your notes; you edit.
Case study #22 — from three conversations to eleven proposals in a quarter
B2B design studio, four people, ≈ €410k a year. Founder sells and delivers. Pipeline in June: three conversations, all referrals.
No outbound, no offer page, pricing decided on every call. Every proposal was a custom document written on a Sunday.
One fixed-scope offer at a fixed price. A two-paragraph outreach note to 40 past clients. Proposals cut from eight pages to one.
Eleven proposals sent, five accepted, average project €14,200 vs €9,800. The full worksheet and the outreach note, word for word.
Applications for the January cohort open on the 6th. Eight to ten questions, no calendar link until I've read it. applyform.app/c/nadia/apply
What the weekly issue
actually contains.
One client, the starting numbers, the bottleneck, three changes, the numbers twelve weeks later, one link. That is the whole format, every Tuesday, and it is the piece that gets forwarded to the friend who then applies. The letter is free. The one block marked paid is the alumni cut: the worksheet and the exact outreach note go to the €150 tier, not to the list.
Case studies are results a specific client got, with their permission and their numbers. They are not promises. No “6 figures in 90 days”, no averaged “typical outcome”; the agent will not draft that wording and the page should not carry it.
The alumni room
that renews.
Group memberships in this niche sit at $97–497 a month and the ones that keep members run on a fixed rhythm rather than a feed. This tier is for two groups of people: alumni who want to stay in the room after the programme, and people who want your room without your 1:1. ApplyForm grants and revokes the Discord role or Telegram access as they pay and cancel; the rhythm below is yours to run.
- MondayAccountability thread
Three lines: what I said I'd do, what I did, what's in the way this week. Streaks are the retention mechanic.
- WednesdayHot seat, 60 min live
One member's offer, pipeline or hire on screen. Recorded to the archive. The single biggest retention driver in paid rooms.
- MonthlyGuest expert
A lawyer, a fractional CFO, a recruiter. Members bring the questions; you moderate.
- QuarterlyIntensive
A half-day working session on one theme: pricing, hiring, the Q4 plan. The reason people renew at the year mark.
Numbers from
the market.
Fewer than five does not filter; more than ten collapses completion. The budget range is the field most coaches leave out and the most important one.
Application completion runs 55–80% once started; approved applicants show up 70–85% of the time with reminders, about 49% without.
Versus 10–30% from an open calendar link. Reading the application first is where the difference comes from, not the pitch.
Community-only tiers usually sit at 30–40% of the anchor programme price. The €150 alumni room is priced inside that band.
Typeform, Calendly, Kajabi or Skool, an email tool and a CRM, before Zoom and card fees. Five logins and no single view of the pipeline.
Against Visa's 1% monitoring threshold, and 40–60% of those are friendly fraud. Fixed deliverables, written policies and low-ticket entry products keep you under it.
Market figures from published industry and platform data, September 2026, rounded. Your prices, volume and retention will differ.
“Isn't the programme
the whole point?”
It is, and it stays where it is: sold on the strategy session, invoiced or paid however you do it today, off-platform. ApplyForm runs the parts around it that currently live in five tools: the application, the pipeline you approve from, the €300 session credited to the programme, the €99 audit for the people who are not ready, and the alumni room afterwards. The 20% applies to those payments, not to the programme.
Specific results, with the client's permission and their real numbers, yes. Earnings claims, no: no “6 figures in 90 days”, no implied typical outcome, no testimonials edited to imply one. The FTC is tightening the earnings-claim rule and card processors flag “get rich quick” wording. The agent keeps the copy on the education side of that line.
Your cancellation policy is in writing at checkout. For consumers in the EU, the 14-day withdrawal right applies unless they agree to start within the window, which the booking flow asks for. Disputes on high-ticket programmes are the real risk in this niche; a paid session with a written deliverable is the low-risk end.
It filters exactly the people you would have lost on the call. It is credited to the programme, so for the ones who enrol it costs nothing. Above about $5k, the second conversation closes more than the first anyway; the paid session is that second conversation.
Read the application.
Then send the link.
Tell the agent your LinkedIn or Instagram handle. It reads what you publish, proposes the application questions, the strategy session and the alumni tier with prices from your niche, and sets them up when you create the account.