12-Month
Marketing Plan

Three bets. One number.

The three bets

12-month outcome

8 founding clients in Q1 → standard pricing from month 3 → consistent 3 new clients/month via content and referral from month 4 → 20–25 clients served by month 12, ~£21,000–31,000 revenue, sustainable solo practice.

What Baseline is. Who it's for. Why it works.

Category claim

Psychology-informed NLP coaching for high-functioning people stuck in repeating patterns. Not therapy. Not generic life coaching. A structured, specific 12-week programme that works from the inside out.

Ideal Client Profile (ICP)

The differentiation that matters

Brand voice non-negotiables

• Honest, not hype. No "transform your life." No false urgency. No inflated claims.
• Grounded, not clinical. Not a therapist, not a life coach — something more specific.
• Personal, not corporate. Sam's story is the brand. First person, always.
• British English throughout. No Americanisms.
• No prices on the website. Discussed on discovery call only.

Strong foundation. Zero distribution.

What's already done well

• Website live at baselinecoaching.co.uk — clean, well-written, strong brand voice
• 12-week programme fully designed across three phases
• Cal.com discovery call booking live and functional
• Client portal built (Supabase — dashboard, workbook, admin)
• Company registered — Baseline Coaching Ltd, June 2026
• Founding rate in place (£600 for 8 clients or 3 months — genuine urgency)
• GoCardless instalments set up (as low as £50/month)

Current state audit (17-section rubric)

How strangers become aware.

Zero budget. Solo operator. Three months to prove the model. The channels below are sequenced to maximise speed of first revenue, not long-term scale.

Now — Months 1–3

Month 3–6

Month 6–12

Skip entirely for now

One conversion mechanism: the discovery call.

The website and Cal.com are already built around this. The job is to remove friction and maximise show rates.

Fix in Week 1 — non-negotiable

• Add Anthropic API key to Vercel — the AI chat widget handles "is this right for me?" objections 24/7. Without it, visitors with questions bounce silently.
• Upload a headshot — replace the placeholder at assets/sam.jpg. A real photo converts significantly better. People are booking time with a human.
• Update footer email — replace the placeholder with sam@baselinecoaching.co.uk.
• Write the Cal.com confirmation email — what to expect, tone-setting, reduces no-shows. The gap between booking and showing up is where doubt creeps in.

Discovery call playbook

• Listen first — what's going on for them, in their words
• Explain the three phases clearly (The Audit, Pattern Work, Operating System)
• Be honest about fit — if coaching isn't right, say so. This builds more trust than any pitch.
• If interested: present founding rate + instalments (£50/month removes the sticker shock)

Post-call follow-up (within 24 hours)

Target conversion rate: 25–35% of discovery calls to paid (founding client stage, from warm leads).

The programme is the retention strategy.

The Baseline Reset is 12 structured weeks. Retention isn't a separate project — it's delivered through the quality of the sessions and the portal experience. The focus here is on the edges: what happens between sessions and after the programme ends.

During the programme

• Weekly session (already designed — the core product)
• Brief mid-point message at week 6 — not a formal review, just: "how's the work landing for you?"
• Portal visibility — clients can track their progress; Sam can see their workbook entries before each session

After the programme

• 30-day check-in email: "How's it going? What's sticking?" — signals ongoing care, surfaces testimonial material
• 90-day check-in email: "Any old patterns creeping back? Sometimes a single session is all it takes." — creates natural re-engagement
• Offboarding note: What to do if they slip back; how to book a maintenance session; the option to return

The first 8 clients are the referral engine.

NLP coaching is exactly the kind of thing people share when it works. "I've been seeing this coach and it's completely changed how I operate" — this is word-of-mouth that doesn't need a programme to happen. It needs a great client experience and a direct ask.

Month 1–3 · Informal

At the end of every programme (or mid-way if things are landing well): "Is there anyone in your life who might find this useful? Happy to give them the same discovery call." Hand them the booking link directly.

Month 3–6 · Semi-formal

Introduce a simple offer: refer a friend who books a full programme, and get one complimentary single session. No complex tracking — just a note in the email.

Month 6+ · Structured

• ANLP referral network — once registration is confirmed, tap in
• Peer referrals from therapists (reciprocal — refer out as well as receive)
• Case study testimonials on the website (with client permission)

Founding rate now. Standard rate by month 3.

Current pricing (internal — not shown on site)

Year 1 revenue projection (conservative)

This assumes ~8 concurrent clients maximum (8 hours/week of calls — manageable solo). Revenue appears lower in months 1–3 because some clients will pay via instalments; cash flow starts normalising from month 4.

Month 9+ revenue options

• Group cohort: 6 people × £400 = £2,400 per cohort. Lower time-per-person, higher revenue per hour for Sam.
• Corporate coaching: Companies paying for employee coaching. Typically £150–250/session. Requires B2B relationships but scales differently to 1:1.

Week by week, from zero to founding rate closed.

Quarterly milestones and what they unlock.

Everything Sam needs. Nothing he doesn't.

What we're doing, when, and what we're deliberately not doing.

Now — Month 1–3

Month 3–6

Month 6–12

Skip — with rationale

One north-star metric. A short list of blockers.

Every other metric is downstream of this. If discovery calls are being booked, the funnel is working. If they're not, the acquisition channels need attention.

Leading indicators by stage

Open decisions — answer in Week 1