Guides by industry
Overpromising brings refunds. Delivering truth brings real students.
Digital marketing, growth, RevOps, and CRM for courses, mentorships, and communities: launches and evergreen, funnel economics, and the product ladder.
PDF guide (21 pages) + Excel spreadsheet · Free
The guide and spreadsheet are currently in Portuguese.
Who it is for
- Every launch costs more to produce the exact same outcome.
- Refund rates are high.
- Few students ever finish the course.
- You don't have a second product for existing buyers.
- You rely solely on launches with zero evergreen revenue.
What you get
The PDF guide
PDF Guide (21 pages) with a complete end-to-end example: The architecture · Launch economics · Evergreen · Product ladder and LTV · Completion and refunds · Calendar and 90-day plan. Concludes with a one-page summary example, common mistakes, a glossary, and a first-days checklist.
The Excel spreadsheet
Excel spreadsheet with 7 connected tabs, pre-filled with an example (Escola Dev Prático, programming courses): Launch · Evergreen · Product ladder and LTV · Completion and refunds · Calendar · 90-day plan · Dashboard. Swap the yellow cells with your numbers and the rest calculates automatically, complete with green, yellow, and red status indicators.
How to use it
- 1
Run the funnel math
cost per lead, conversion rate, refunds, and your net margin per student.
- 2
Design your product ladder
the natural next step for existing buyers.
- 3
Follow the 90-day plan
tackle refunds and completion first, then scale.
What changes in your business
Step off the launch rollercoaster with evergreen sales, fewer refunds, and students who buy again and refer others.
Frequently asked questions
Launches or evergreen?
Both can coexist. Launches deliver concentrated revenue spikes; evergreen creates predictability. The kit shows you when to use each.
How do you reduce refunds?
Through honest value propositions, strong onboarding from day one, and actively driving course completion.
What is a product ladder?
It is a sequence of backend offers for existing buyers: the natural next step after their first purchase.
Other tools on this front
Free material
Where does your growth stall?
A practical 60-minute diagnostic to run with your leadership team. Walk away with your bottleneck, the evidence, and a 7-day plan.