You don't need a bigger brand.
You need more conversations.
Cherish is building a full ecosystem and getting stuck in the building of it. This plan strips it back to the thing that actually moves revenue: a steady number of the right people on the calendar every week, and Cherish closing them, which she's already good at.
Summary
£10,000 a month in new coaching revenue, on top of anything already booked.
At an assumed £3,000 value per client, that's roughly 4 new clients a month. Not a big number. It doesn't require a big audience, just a working system.
Four simple funnels, each feeding the same 30-minute Exploration Call, where Cherish does what she already does well: diagnose fast, recommend clearly, and close. Every stage in every funnel has exactly one job (see Funnel 1), so the plan stays easy to run and easy to fix.
Build the Ad → VSL → Call funnel first if there's any budget at all. No budget yet? Start with the free diagnostic quiz instead. Add the monthly workshop once the first one is proven, and the book funnel whenever the book itself is ready.
It was never the brand. It's getting enough of the right conversations onto the calendar, every single week.
Cash buys conversations. No cash means trading time for them instead.
Every one of Cherish's current instincts (building out the full ecosystem, getting the brand exactly right, polishing every piece of content before launch) delays the one thing that actually produces £10k a month: a conversation with someone who can say yes.
There are only two ways to generate a steady flow of those conversations. Pick based on what's actually available right now, not what would be nice to have.
Pay for the conversation
If there's budget for ads, even £15 to £20 a day, run Funnel 1 now. Cold traffic, a short video that does the selling, a call booked on the other end. This is the fastest route to £10k because it isn't rate-limited by Cherish's own time.
Trade time for the conversation
No ad budget yet? Build Funnel 2 (the diagnostic quiz) and push it through organic content, direct outreach, and events. Slower and less efficient per conversation than paid traffic, but it costs nothing and it still ends at the same booked call.
Three ways to trade time for conversations
Be honest about the trade-off: none of these three are as efficient as paid traffic. A pound of ad spend reliably buys a click; an hour of content or outreach might buy nothing that week. But they cost £0, and £0 is what matters when there's no budget yet.
Reels, Stories, the podcast
Pro: compounds over time, builds real authority, costs nothing but time.
Con: slow to start, unpredictable week to week, and the algorithm decides how many people actually see it, not Cherish.
DMs to the warm list, referrals, past clients
Pro: the fastest of the three, works immediately, no audience size required.
Con: doesn't scale past the size of Cherish's own network, and it's a direct ask every single time, not a system that runs itself.
Guesting on other podcasts, live talks, community events
Pro: borrows someone else's audience, high trust, high conversion once someone's in the room.
Con: depends on other people saying yes, and it takes real lead time to book each one.
Not everyone is ready to buy today
Everyone who ever sees Cherish's name is somewhere on a spectrum. A smaller group already knows exactly what's wrong and is actively looking for someone to fix it right now, this is what marketers call "problem aware": they've named the problem to themselves, they just haven't found the person yet. A much bigger group senses something's off but hasn't named it, hasn't considered paying anyone to help, and has never heard of Cherish at all.
Most people, even the problem-aware ones, need to see her message several times, often five to seven touches or more, before they trust her enough to book a call or hand over card details. That's not a weakness in the funnel. It's just how people actually decide about something this personal.
Funnel 1 catches them
The smaller, problem-aware group who are already searching for a fix. They can convert off one or two touches, which is exactly why Ad → VSL → Call is the cheapest conversation in this whole plan.
Funnels 2, 3 and 4 catch them
Everyone else needs educating and repeated exposure before they're ready. The quiz, the workshop, and the book all exist to keep bringing Cherish back in front of the same people, several times, over days or weeks, until they cross into "ready."
Every one of them ends the same place: a booked call.
Cherish already has the asset that makes this easy: the Exploration Call, a free call she already offers (shortened to 30 minutes and made action-oriented, see Funnel 1). Every funnel below exists purely to fill that calendar with the right people. Nothing here requires new branding, a new website, or new positioning.
Ad → VSL → Book a Call
Paid or organic traffic watches a short video that diagnoses the problem and pitches the Exploration Call. Fastest to launch, most controllable. Build this first.
View the funnel → 02 · Zero ad-spend optionDiagnostic Quiz → Nurture → Call
A 2-minute "what's really going on" quiz routes each person to the free guide that fits their exact situation, then a short email sequence walks them to the call. Runs entirely organically.
View the funnel → 03 · Monthly compounding layerLive Workshop → Buy
One live session a month, promoted for two weeks, that either books calls directly or sells straight into a programme. Builds authority and cashflow at the same time.
View the funnel → 04 · Wider net, built for the book launchBook → Upsell → Nurture → Call
A £1 to £5 book plus a two-step upsell, for people who aren't ready to book a call yet. Slower burn than Funnel 1, but it catches everyone the fast funnel misses.
View the funnel →Nobody who isn't ready falls through the cracks
These four funnels aren't four separate businesses bolted together. Every asset feeds every other one, so a "not yet" is never the end of the conversation, just a redirect to something lower-commitment.
Send the quiz as homework
Whichever funnel brought someone in, if they haven't done the Funnel 2 diagnostic yet, send it as part of the booking confirmation. Cherish walks into every call already knowing their archetype, which is exactly what makes the 30-minute, action-oriented call design in Funnel 1 realistic.
Redirect, don't lose them
Not ready to buy the package? Invite them to next month's workshop for a live, lower-commitment touch (Funnel 3). Send them the book if they haven't already got it (Funnel 4). Either way they land back in a nurture sequence that keeps bringing Cherish in front of them until they're ready.
90 days, in order, not all three at once
Don't build everything simultaneously. Get one conversation-generating machine working this month, prove it, then layer in the next one.
Stand up Funnel 1
Write and film the VSL (script in Funnel 1), build the one-page landing site, connect the Exploration Call booking form and calendar. Launch at £15–20/day the moment it's live. Genuinely no ad budget yet? Skip straight to the quiz below instead.
Stand up Funnel 2 in parallel
Build the diagnostic quiz, the result-based guides, and the 5-email nurture sequence. Push it through Instagram, the podcast, and direct DMs, the free channel that keeps running underneath the paid one.
Run the first monthly workshop
Use it to run the diagnosis-and-recommendation approach live, in a group setting, and to generate a second wave of calls and direct sales. Promote it through both funnels' existing lists.
Read the numbers, cut the weakest
By now there's real data on cost per call, show rate, and close rate across three channels (see each funnel's metrics section). Double down on whichever produces the cheapest booked call. That's where the brand-and-ecosystem investment finally gets funded from revenue, not guesswork.
Launch Funnel 4 when the book is ready
Not tied to the 90-day clock above. The book and its upsell can launch the day the book itself is ready, running underneath whichever of the other three is already live, catching the people they weren't ready to convert yet.
The maths only needs about 4 clients a month
At an assumed £3,000 lifetime value per client, £10,000/month needs roughly 4 new clients. Every funnel below is modelled against that same number. See Funnel 1's metrics section for the full breakdown, and its calculator to stress-test the assumptions.
£10,000 / month
New coaching revenue, on top of whatever's already booked.
£3,000 / client
Given, used consistently across all three funnel models.
~4 / month
That's the number every funnel is built to hit.
Beyond £10k: add friction back on purpose
Everything in this plan is deliberately low-friction: cheap to say yes to, fast to move through, built to get a conversation booked. That's correct while the goal is proving the machine works. Once £10k/month is consistently hitting, the next move is the opposite: add friction back, on purpose, to reach more people without needing more of Cherish's 1:1 time for each one.
Cohorts, not 1:1
Several clients through the same 5 C's process together. More revenue per hour of her time, and the group itself becomes part of the value.
Self-directed, sold at scale
The lowest-touch offer, for people who want the framework without live access to Cherish. Built once, sold repeatedly.
A step up from the free monthly session
Once the free workshop reliably fills a room, a paid version (or a live in-person event) is the natural next rung, higher commitment, higher price, same room-reading skill she already has.