Pre-Marketing Pipeline
How we bring complete strangers to become leads. 70% Education · 20% Engagement · 10% Selling.
Goal: Make the audience feel seen by diagnosing a real, non-obvious problem in their life. Cold audiences do not care about Capoeira yet — they care about their life.
Action: Run top-of-funnel ads (DOC 7A) that focus on human outcomes. Use 5-ad variation rule: Direct Observation, Pattern Recognition, Unexpected Truth, Contrast Insight, Question Curiosity.
Channels: Facebook & Instagram (cold audiences).
They feel "that describes my life." Curiosity naturally follows. They move into the warm audience pool.
Goal: Explain what Capoeira actually is to curious people. Build trust and show the community.
Action: Show real classes, kids gaining confidence, adults learning to move, cultural richness of the roda. Use DOC 7B structure.
Channels: Facebook & Instagram (warm retargeting audiences).
They are now warm. Present the conversion offer.
Goal: Turn interest into action with a clear, frictionless first step.
Main Offer: 2-Week Trial for $29. Beginner-friendly, no experience needed.
Landing Pages: Adults: trial-adults-class · Kids: trial-kids-class · Teens: trial-teens-class · General: trial-capoeira-class
Redirect to: first-capoeira-class
~5-min countdown: Offer to book a Free Class. Timer expires → offer hidden.
Exit-intent popup: If they try to leave → 2 Weeks for $19 + Free T-Shirt (30-min countdown).
Free Month Giveaway: free-month-win — AI picks winner at end of each month.
They leave without converting. Add to retargeting audience.
Goal: Push people who visited but didn't sign up to make a decision.
Action: Use real scarcity (DOC 7D). Examples: "Only 2 spots left in the beginner class", "Next beginner group starts Monday."
Retargeting: Show ads to website visitors who did not fill out a form.
Free Month Giveaway: free-month-win — promote this as an organic re-engagement tool.
They fill out the form and enter the pipeline.
Goal: Build long-term authority and local presence.
Channels: Instagram, Facebook posts, walk-ins, student referrals, word of mouth.
Events: Open House / Free Event every ~3 months. All event registrants go to the "Open House" step in Compete Studio.
They message, call, or walk in. Enter them into Compete Studio as a new lead.
Conversion Pipeline
From first lead to booked class. Contact within 30 min — max 24 hours. Always check if lead already signed up before sending any message.
Goal: Book the lead into their first class and collect the $29 deposit.
IMPORTANT: Call as soon as possible — ideally within 30 min, max 24 hours of receiving the lead.
Before the call: Review 1. The Info Call and the Pipeline Doc.
Action: Call the prospect. Follow the script exactly. Do not change or skip steps.
Collect payment and book the class immediately.
Move them to Post Sign-Up: Step 1 (Welcome SMS).
Set the next contact date for the action that comes after the class is booked.
Right after the call, send the hesitation SMS.
Send an email since they don't have a phone.
Send the "not interested" SMS.
Do not leave a voicemail on the first call. Send the email below.
Send the payment link: Stripe Payment Link
Goal: Reach the lead who didn't answer the first call.
Action: Call the prospect to book their first class. Call at a different time than the first call.
Before the call: Review The Info Call.
Collect payment and book the class. Move to Post Sign-Up: Step 1.
Send the hesitation SMS immediately after the call.
Send an email instead.
Send the "not interested" SMS.
Send the prescribed SMS after leaving voicemail.
Send: Stripe Payment Link
Goal: Follow up with leads who were unsure about paying the $29 on the first call.
Action: Reach back out by email and text to help them secure their spot.
Set the next contact date to when the prospect told us to wait.
Collect payment and book the class.
Move to the Follow-Up Phone Call step.
Goal: Confirm if the hesitating lead wants to save their spot with the $29 deposit.
Voicemail: "Hi, this is [Your Name] from Evolve Miami Capoeira. I'm calling about the $29 deposit to secure your spot for class. Please call or text me back today so I can keep your spot reserved. Hope to hear from you soon."
Collect payment or send Stripe link. Move to Post Sign-Up or Step 6.
Leave voicemail. Send the prescribed text message.
Goal: Follow up with leads who still need time to decide after the follow-up call.
Action: Call back, then send an SMS.
Move to Step 6 (Waiting Payment) or Post Sign-Up Step 1 if paid.
Move to Step 5 — 2nd Follow Up.
Goal: Reach the lead via text after no phone contact.
Action: Send the prescribed text message to the prospect.
SMS sent. Move to Follow-Up Email 1.
Goal: Reach the lead via email.
Action: Send the prescribed follow-up email.
Email sent. Move to 3rd Phone Call.
Goal: Make a third attempt to reach the lead at a different time.
Action: Call the prospect. Use urgency and scarcity — always use real, current situations.
Note: Always use real, current situations for urgency: "We only have two more spots open in this week's intro class." / "The next beginner group starts on Monday."
Collect payment and book the class.
Send the hesitation SMS immediately after the call.
Move to Last Try step.
Leave voicemail. Send the prescribed SMS.
Send: Stripe Payment Link
Goal: Final re-engagement attempt after multiple outreach efforts with no response. Give one more easy opportunity to respond before moving to final outreach.
Action: Send follow-up Email + SMS.
Messages sent. Move to Last Try.
Goal: Get the $29 deposit from someone who agreed but hasn't paid.
Action: Send the Stripe payment link if they don't have it.
Payment Link: https://buy.stripe.com/eVq7sL3un1VMec04NWaAw06
If they haven't paid after 1 day → send follow-up email. Wait one more day → send follow-up SMS.
Payment confirmed. Book the class and move to Post Sign-Up.
No payment received after 3 days. Move to re-engagement.
Goal: Final outreach attempt. Give one last opportunity to engage. Reduce hesitation with a free class offer. Make it easy to take action.
Action: Send Final SMS + Email offering a free class.
Free Trial Page: free-trial-new-students
Keep the message short and easy to respond to.
They claim the free class. Book them and move to Post Sign-Up.
Lead does not respond. Add to Mailchimp Not Engaged Campaign. Invite again whenever there is an event or discount.
Post Sign-Up Pipeline
What happens after they pay the $29 and book their class. Acuity handles automated reminders.
Goal: Automatically confirm and remind the student about their class so they show up.
This runs automatically once they book in Acuity. No manual action needed.
- Email immediately after booking
- SMS 1 day before the class
- Email 24 hours before the class
- Email 4 hours before the class
- Email 1 hour before the class
Goal: Remove anxiety and make them feel welcome immediately after booking.
Action: Send the Welcome SMS right after the class is booked.
Note: All appointment confirmation and reminder emails are already set up in Acuity and running automatically.
SMS sent. Move to Send Class Important Info.
Goal: Give them all details (what to wear, parking, etc.) so they actually show up.
Action: Send Welcome Email + Info Page. Start the Mailchimp 30-Day Challenge Campaign.
Email sent and Mailchimp campaign started.
Goal: Track their progress and ensure they are integrating into the community.
Actions:
1. Send follow-up Email + SMS to check in, encourage consistency, and invite them to continue training.
2. Confirm if the student joined their WhatsApp group. If not joined, send reminder with the correct link.
3. Record the student performing basic Capoeira movements as a baseline to track progress over time.
WhatsApp Groups: Kids 3–4: Link · Kids 5–8: Link · Kids 9–12: Link · Teens: Link · Adults Intro: Link
Video collected, WhatsApp confirmed, check-in sent.
Goal: Keep the student engaged and guide them toward signing up for a full membership.
Direct them to: i-came-to-class
From this page they can bring a friend and join the WhatsApp group.
Direct them to: i-missed-my-class
From this page they can reschedule or message directly.
Send them to: gift-for-you-only
From this page they can sign up for a membership.
Send a check-in message to see how they are doing and encourage them to keep coming.
Prompt them to sign up for the full program. Trial ends in ~2 days.
Trial Completion & Enrollment
Converting the 2-week trial into a full membership.
Goal: Get the student to sign up for a full membership before their trial expires.
Action: Wait 1 day before the 2-week trial period is completed. Then check the student's status: Did they attend? Did they sign up? Did they miss class?
Always update the lead status accordingly in all cases.
They signed up for a full membership.
Send the reminder email.
Wait 1 more day. Then move to Registration Reminder.
Move to Missed Trial Track.
Goal: Remind the lead to sign up before the price goes up.
Action: Check if the lead has signed up. If they have NOT signed up, send the reminder email immediately.
Reminder email sent. Move to 1-Hour Warning step.
Goal: Create final urgency to sign up before the price increases.
Action: Check if the lead has signed up. If NOT signed up, send the "1 Hour Left" email immediately.
Note: If the 1-hour reminder occurs after 9 PM or outside messaging hours, send the email only and skip the SMS.
Send the "1 Hour Left" email (and SMS if during appropriate hours).
Goal: Final offer before moving the lead to No Engagement. Save the enrollment with a discounted rate.
Offer: $149 membership (instead of $199).
Action: Send both SMS and Email with the offer link.
Offer Page: 149-one-time
They sign up for $149.
Add to Mailchimp Not Engaged Campaign. Invite again whenever there is an event or discount.
Missed Trial Track
What to do if they paid the $29 but never showed up to their first class.
Goal: Check in and reschedule the missed class.
Action: Send the "Missed Class" SMS immediately.
SMS sent. Move to the Missed 1st Class — Call step.
Goal: Get them on the phone to re-book their class.
Action: Call the prospect to check in and help them reschedule.
If no answer: Leave voicemail, send SMS, and send email.
They agreed to reschedule. Wait until they attend the new class.
Left voicemail, sent SMS and email. Wait for response.
No response after 5 days. Add to Mailchimp Not Engaged Campaign.
Goal: Treat them like a brand new student once they finally show up.
Action: Wait until the lead starts the 2-week trial again. Once they attend, restart the onboarding process from the beginning.
They finally attended. Restart the full onboarding process.
Active Student Pipeline
What happens after they officially sign up for a membership. Build the student pipeline in Compete Studio.
Goal: Welcome the new member and give them access to all member resources.
Action: Re-send the essential member portal links and welcome them to the community.
Goal: Keep the new student engaged, educated, and motivated during their first month.
Action: Enroll them in the Mailchimp 30-Day Member Email Sequence. This runs automatically.
Goal: Help the student feel like a real member of the team with their official uniform.
Action: Present the opportunity to purchase their official Evolve Miami Team uniform.
Goal: Show the student their progress and reinforce their commitment.
Action: After 1 month of training, record the student performing basic Capoeira movements. Compare with their first video to show their progress.
Goal: Grow the community by leveraging happy students.
Action: Send an email or message asking them to refer friends or family. Make it easy — provide the referral link or landing page.
Referral request sent. New leads from referrals enter the pipeline at Pre-Marketing or directly at Conversion Step 1.
Offers & Key Documents
All offers in the funnel and all reference documents in one place.
Kids Page →
Teens Page →