Funnel / Website / Onboarding pack

Lieutenant General Bedell Smith

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20 Agreed column list: 09-spreadsheet-column-lock.md. One sheet: funnel-tracker.csv.

This folder is the short path from a warm reply to a day-7 protocol win. You run it. Legal name on contracts and invoice legal lines: 이성재, until you write a change. You work from Seoul, solo, English, fully online.

The spreadsheet is the funnel. Zoom, a shared doc, and an invoice you send are the other tools.

If you can book a Zoom in a text, you do not need another funnel for client 1.

Ready means the doc is done. Nothing here is a live site.

Words you will see on the sheet (plain meanings):

• BOOKED: a named warm adult 18+, a time on your private calendar, Zoom or Meet in the same thread, and a spreadsheet row. All four must be true.
• FIT: the spoken screen was clear. You may offer the core.
• REFER: a hot screen. Stop the sale. Point them to a licensed professional.
• WON: they said yes out loud (verbal_yes = Y). Not money.
• PAID: money is visible on your rails (closed = yes).

O’Connor gets a named warm adult to a BOOKED row. You run the path after that row exists (show, spoken yes, pay, kickoff, day-7).

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File index

_handoff.md is for the parent agent. It is not an operator SOP.

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How you run client 1

Tools you may use: phone (existing warm channel), Zoom, this folder, funnel-tracker.csv, one shared doc, your existing invoice method.

Tools you leave off: Webflow, LMS, community, Calendly public page, email capture, pixels, quiz, VSL, webinar, 14-email sequence, a second CRM, a public checkout page.

Order of use

1. O’Connor produces a named warm adult and opens the row. This pack does not write attraction DMs. BOOKED is true only when all four in file 09 are true.
2. File 02 the same hour (Leads hat). Offer 2-3 real Zoom windows in that channel. Log a NEW row. Tick BOOKED after the four conditions. Collect first_name, channel, timezone, age_18, how_they_know_founder, hypothesized_pain_lifestyle (lifestyle words). No health form. No public form. No Calendly. No email capture.
3. File 07 arms show-up (Funnel hat). You run show-up. Default pings: T-24h and T-2h (O’Connor paste intent). T-12h only if no confirm by T-12h. Do not dual-run reminders with Leads.
4. They show: file 03. Fit call, not a medical consult. Verbal Jomini screen. Hot screen = REFER = a correct way to end without taking money. Clear screen + 18+ + English + allowed geo → offer The Night Protocol Intensive. Price USD 5,500 paid in full before Week 1 (2-pay 50/50 same total allowed; no invented discount). Seat language: how many of 3 concurrent seats are open. Never “only 3 spots left” if 2 are empty. One ask. Silence. No discount.
5. Yes: file 04 the same day. Slim confirms a seat is open and owns method/amount. You send the invoice. You write the ticks. verbal_yes Y and status WON. When money is visible on Slim/your rails: closed = yes and status PAID together. Kickoff ≤48h from pay. Davout does not send the invoice.
6. Kickoff: file 05. Hour 0 of Davout’s 72h loop (/workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md). Install wind-down, clock rule, scorecard, exception list. Define the day-7 protocol win. Book the first touch inside 72h.
7. Days 0-7: file 05. Clock Day 0 = payment received AND kickoff Zoom completed. 48h silence → same-day reach-out. Subtract modules. Do not add. Score the gate on day 7. DAY7-WIN or DAY7-MISS (one recovery week, then Davout).
8. File 06 stays in the folder. Do not deploy it.
9. File 08 if you want to add a step, a tool, or a page. You will almost always cut. File 09 if you want to add a column. You will almost always refuse.

Day-7 win (Slim ops/03-day-7-first-win-standard.md; one scoreboard):

1. Wind-down written and run 3 consecutive nights, or
2. Clock-checking cut 3 consecutive nights, or
3. Diary + ticks on ≥5 of the first 7 nights.

day7_win_type: wind-down | clock | scorecard

Not a win: first night asleep, 8 hours, ISI, “felt better.” TST / SOL / WASO movement is not the onboarding win.

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What stays off until others file (do not improvise)

Napoleon is the integrator. Escalate on the E-ids in file 08.

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Sheet status values (stop rule)

NEW → BOOKED → SHOW → WON → PAID → KICKOFF → DAY7-WIN

Other states: NO-SHOW, REFER, LOST, PARKED, DAY7-MISS

WON = verbal_yes Y. PAID and closed=yes fire together when money is confirmed on your rails.

One row per person. Same-hour logging. No health narrative in notes_to_self.

Do not write a field named close. Spoken yes is verbal_yes. Money in is closed. See file 09.

Personal data stop rule: schema is a template. Fictional example rows only until Steuben opens collection. No real prospect names, emails, phones, or sleep rows on disk before that gate. Slim ops/05-tool-list.md still forbids prospect names until that gate.

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Voice and claims floor (every file)

Ordinary sentences. Concrete verbs. No em dashes. No “Not X, but Y.” No corporate filler.

Allowed: CBT-I-informed behavioral sleep coaching; research-backed sleep education and habit protocol.

Forbidden: CBT-I therapy; treatment of insomnia disorder; we diagnose; we cure; you will fall asleep; insomnia cured; hours-slept guarantees; AHI as our score; diagnosis; treatment; cure + deadline.

Mark claim-bearing lines [CLAIM: pending Monash+Steuben].

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Client 1 done test

A named adult who already knew you got a Zoom from a text, sat through file 03, paid on an invoice you sent (after Steuben’s money fact is honest), sat kickoff, and hit or missed the protocol gate on day 7 with the row updated. No page shipped. No form shipped. No pixel shipped. No fake scarcity. No invented testimonial.

Client 10 is a different gate. Do not build the client-10 machine to get client 1.

01 - Min-path map

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20 Agreed column list: 09-spreadsheet-column-lock.md

This file is the operating map for client 1 through client 9. It is a document. It is not a website. It is not a form. It is not a pixel plan.

If you can book a Zoom in a text, no extra funnel is required for client 1. A second page, a quiz, a public calendar, an email sequence, a VSL, or a webinar does not raise show-up, spoken yes, or day-7 win for a person who already replied in a warm channel. Those objects stay off until Steuben signs the Blue Book. Quiz, VSL, webinar, and a 14-email sequence also wait for client 10.

The path in plain order: attention (O’Connor) → conversation (steps 2-3; O’Connor to BOOKED, you after) → offer (step 4, facts from Monash) → spoken yes then money (steps 4-5) → first protocol win (steps 6-7). If a step does not raise show-up, spoken yes, or day-7 win, cut it.

BOOKED (stop rule): all four must be true. (1) Named warm adult, 18+, agreed to a time in an existing 1-1 channel. (2) You put that time on a private calendar you control. (3) Both of you have the Zoom or Meet link in the same thread. (4) A spreadsheet row exists with the agreed columns. Zero public form. Zero Calendly. Zero email capture.

O’Connor owns getting a named warm adult to that row. You own the path after the row exists.

Sheet words, first use here:

• FIT: the spoken screen was clear. You may offer the core.
• REFER: a hot screen. Stop the sale. Point them to a licensed professional.
• WON: they said yes out loud (verbal_yes = Y). Not money.
• PAID: money is visible on your rails (closed = yes).

Day-7 win (Slim ops/03-day-7-first-win-standard.md; one scoreboard): at least one of (1) wind-down written and executed 3 consecutive nights, (2) clock-checking cut 3 consecutive nights, (3) diary + ticks on ≥5 of the first 7 nights. Clock Day 0 = payment received AND kickoff Zoom completed. Not a win: first night asleep, 8 hours, ISI, “felt better.” TST / SOL / WASO movement is not the onboarding win. day7_win_type: wind-down | clock | scorecard.

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ASCII map (7 steps)

ENTRY                                              EXIT
  |                                                  |
  v                                                  v
+-----------+   +------------+   +------+   +-------+   +-----+   +---------+   +-----------+
| 1 DM /    |-->| 2 Booked   |-->| 3    |-->| 4     |-->| 5   |-->| 6       |-->| 7 Day-7   |
| warm reply|   | call       |   | Show |   | Close |   | Pay |   | Kickoff |   | win       |
+-----------+   +------------+   +------+   +-------+   +-----+   +---------+   +-----------+
     ^                ^              ^          ^          ^           ^              ^
  O’Connor        O’Connor       Bedell     Bedell     Bedell      Bedell         Bedell
  (Leads)         to the row     Smith      Smith      Smith       Smith          Smith
                  you after                verbal_yes   closed=yes  Hour 0         gate
                                               |          |        Davout          then
                                               |       Slim invoice              Davout
                                               |       you send                  daily
                                            Monash     seat check
                                            offer

Correct ways to end without taking money

Step 3 --hard no-show x2--> NO-SHOW then PARKED (file 07). Funnel stops. O’Connor may keep warm-list follow-up in leads/02.
Step 4 --hot screen----> REFER (stop sale) --> referred_out_medical = date; do not reopen as a spoken yes
Step 4 --no------------> LOST or PARKED; verbal_yes N; no discount; no live downsell
Step 5 --reverse before kickoff--> [STEUBEN: REFUND POLICY]; working rule in file 04
Step 7 --miss----------> one recovery week on the same three items, then Davout owns ongoing

Spreadsheet funnel-tracker.csv is the system of record. One row per prospect. Status moves left to right. Do not keep a second tracker. Column names live in file 09.

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Step 1. DM / warm reply

Purpose. Receive a person who already knows you and has replied. Convert that reply into a booking conversation. Do not open a new public surface.

Owner. O’Connor (Leads) owns the language that produced the reply and writes the row when it opens. You own nothing in this step except refusing a public surface.

Starts when. A named adult replies in an existing warm channel (iMessage, existing email, Kakao, existing phone thread). They show interest in talking, or they ask a direct question about working together.

Ends when. You have offered 2-3 concrete Zoom windows in that channel (file 02). Or the reply is a medical-help ask that belongs on the verbal screen later; still book only if they want a fit call, and do not collect a health questionnaire in chat.

Tool. The warm channel they already use. Phone clock. funnel-tracker.csv. Zoom is not used in this step.

What you write on the sheet. New row the same hour. Status NEW. Leads writes: date_row_opened, first_name, how_they_know_founder, channel, hypothesized_pain_lifestyle (lifestyle words), audit_status, red_flag_mention if a flag already appeared, fit_screen_pre, referred_in_from, notes_to_self (relationship only).

Do not do this. You send a public booking link, an apply form, or a “sleep audit” PDF that scores a disorder. You paste health notes into personal WhatsApp. You add a pixel or an email-capture page “just for this one.”

Cut-test. Does this step raise booked calls from people who already replied? Yes: a same-channel time offer does. A new landing page does not, for client 1.

Stop rule. Personal WhatsApp is allowed as the warm channel for booking logistics if that is already the thread. It is not a store for health notes (Steuben). After pay, diary and scorecard live in a shared doc.

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Step 2. Booked call

Purpose. Put a Zoom on two calendars with a confirm-back. Collect the minimum spoken or typed facts you need to run the call. Store those facts in the sheet. Store no form.

Owner. O’Connor owns getting the named warm adult to the BOOKED row and writes the pre-BOOKED fields plus the BOOKED tick. You take the path from that row. File 02 is the mechanic. File 09 is the definition.

Starts when. They pick one of the 2-3 windows.

Ends when. All four BOOKED conditions are true. Calendar event exists on a private calendar you control. Zoom or Meet link is in the same channel. They agreed to the time. Row status is BOOKED. booked_datetime_seoul and conference_link are filled (in-thread-zoom on the template until the collection gate). reminder_plan default T-24h, T-2h. File 07 is armed (you; do not dual-run with Leads).

Tool. Your calendar. Zoom meeting created by you. Same warm channel. funnel-tracker.csv. No Calendly public page. No public form. No email capture.

What you write on the sheet. Status BOOKED. Fields added or confirmed: booked_datetime_seoul, conference_link, reminder_plan, scoreboard_day_booked, timezone, age_18 = Y, hypothesized_pain_lifestyle in their lifestyle words.

Do not do this. “Just send a link” becomes a public Calendly. You send a VSL. You send a diagnostic audit. You forget to log the row the same hour. You collect a stored health questionnaire.

Cut-test. Does this step raise show-up? Yes: a specific time, a Zoom link, and a confirm-back do. A 14-email warm-up sequence does not, for a person who already picked a slot.

Minimum facts before the call (you type them into the sheet). first_name. channel. timezone. age_18. hypothesized_pain_lifestyle (lifestyle words, their words). how_they_know_founder. No health questionnaire file.

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Step 3. Show

Purpose. Get the booked adult onto the Zoom at the agreed time. Mark the row. Start the script (file 03).

Owner. Lieutenant General Bedell Smith. File 07 is the show / no-show SOP. One operator after BOOKED.

Starts when. Clock hits booked_datetime_seoul. Or they join early.

Ends when (show). They are on the Zoom. Status SHOW. shown = Y. File 03 starts.

Ends when (soft no-show). They warn in advance. One reschedule inside 7 days. Stay BOOKED with a new booked_datetime_seoul. no_show_count unchanged if they warned.

Ends when (hard no-show). They do not appear and do not warn. One same-thread message within 2 hours of the miss. Offer two new times. no_show_count +1. Second hard no-show: status NO-SHOW, then PARKED. Funnel stops. O’Connor may keep warm-list follow-up in leads/02.

Tool. Zoom. Same warm channel for pings. funnel-tracker.csv.

What you write on the sheet. shown Y or N. Status SHOW or NO-SHOW then PARKED, or still BOOKED after a soft reschedule. notes_to_self gets a reason code on a miss: forgot / conflict / cooling / medical / ghost.

Do not do this. You send a training recording as a consolation prize. That creates a content asset and a claim surface. You run a 5-email rescue sequence. You dual-run Leads reminders. You chase past the second hard no-show.

Cut-test. Does this step raise show-up? Yes: T-24h confirm, T-2h ping, T-12h extra ping only if silent. A recorded “class” does not.

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Step 4. Close

Purpose. Run a 30-45 minute fit call. Screen. Offer the process. Ask once. Take a yes or a no. A hot screen that becomes a referral is a correct way to end without taking money.

Owner. Lieutenant General Bedell Smith owns the script and the ask (file 03). Monash owns offer name, price, stack, and guarantee text. Filed values: The Night Protocol Intensive; USD 5,500 paid in full before Week 1 (2-pay 50/50 same total allowed; no invented discount); 3 concurrent seats per 8-week cycle (say how many of 3 are open); Protocol Completion Guarantee in offer/01-OFFER-ARCHITECTURE.md §8. Jomini owns screen content. Steuben owns any later form version of the screen.

Starts when. Status SHOW. Camera on or voice on.

Ends when (yes). Spoken yes. Status WON. verbal_yes = Y. offered = yes. After FIT and this yes, file 03 runs optional High-Stakes Week Add-On, USD 1,500, same-call only (LIVE after collection gate). Not required to close the core. Then move to step 5 the same day.

Ends when (no). Status LOST or PARKED. verbal_yes = N. offered = yes if Monash language was used. No discount. No add-on. No invented live downsell (Monash: attraction / downsell / continuity are NOT LIVE).

Ends when (hot screen). Status REFER. referred_out_medical = date. verbal_yes = N. offered = no. Stop sale. Refer to a somnologist or other licensed medical professional. No paid inducement. Do not label or diagnose. End kindly.

Ends when (UK/EU geo caution). Do not take payment. Do not store extra data. Park. Escalate to Napoleon + Steuben.

Tool. Zoom. Spoken script (file 03). Sheet. No slide deck required. No VSL.

What you write on the sheet. verbal_yes Y/N. offered yes/no. Status WON / LOST / PARKED / REFER. referred_out_medical. Short notes_to_self (process words only; no diagnosis; no symptom dump). Never write close.

Do not do this. You use banned lines (file 03). You diagnose. You promise hours slept. You discount. You keep selling after a hot screen. You store a health questionnaire in chat.

Cut-test. Does this step raise spoken yes? Yes: a timed script, one ask, silence after the ask, and a clean stop-sale. A longer pitch deck does not.

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Step 5. Pay

Purpose. Turn a spoken yes into confirmed payment the same day. Invoice is sent by you. No public checkout page.

Owner. Lieutenant General Bedell Smith owns the same-day sequence (file 04) and the ticks. Slim owns invoice method, amount, and the seat-ledger check (ops/05-tool-list.md, ops/07-intake-cap.md). Slim confirms a seat is actually open before invoice. Live cap today = 0 until the collection gate. You send the invoice. Davout does not send the invoice. Steuben owns processor choice: [STEUBEN: PROCESSOR]. Until that token is filled, use your existing invoice method. Do not store card data in the sheet.

Starts when. Status WON. verbal_yes = Y on the call or in the same channel within the hour.

Ends when. Payment confirmed on Slim / your rails. Status PAID. closed = yes. These two fire together. pay_at filled. invoice_ref filled (invoice number or “sent-via-[method]”, never a card number). Leads ticks closed only when money is in.

Tool. Your existing invoice method. Same warm channel for the invoice link or file. funnel-tracker.csv. No public checkout. No card numbers in the sheet.

What you write on the sheet. pay_at, invoice_ref, closed = yes, status PAID.

Do not do this. Public checkout page goes live before Steuben. Card PAN or CVC lands in the sheet or in chat. You start the protocol before kickoff. You collect extra health history in chat as “intake.” You take UK/EU payment before Steuben. You invoice against a closed seat.

Cut-test. Does this step raise cash collected and make kickoff bookable? Yes: same-day invoice after a seat check. A 3-day “think about it, here is a checkout page” delay does not.

Working refund rule until Steuben files the final policy. If they reverse before kickoff, unused work: full refund if asked. After pay, if they ask for money back, process is unused sessions / effort conditions. Never biology. Token: [STEUBEN: REFUND POLICY]. Cite Protocol Completion Guarantee: offer/01-OFFER-ARCHITECTURE.md §8.

Live-money stop rule. Steuben still refuses taking payment until a counsel-engagement fact exists. This step is written so you can run it the hour Napoleon and Steuben clear that fact. Do not take client-1 money against a DRAFT stamp.

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Step 6. Kickoff

Purpose. Start the 1-1 container. Install the three objects that can produce a day-7 protocol win. Open Davout’s 72-hour loop at Hour 0. Do not start the protocol before this step.

Owner. Lieutenant General Bedell Smith owns the kickoff script and the 7-day first-win gate (file 05) and schedules kickoff ≤48h from pay. Davout owns the first-72-hour activation loop after kickoff and daily accountability. Path: /workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md. Co-own: diary, exception list, scorecard, 2×/week touch.

Starts when. Status PAID. closed = yes. Kickoff booked ≤48 hours from pay.

Ends when. Kickoff Zoom completed. Shared scorecard doc exists. Wind-down written. Clock-checking rule stated. Exception list started. Day-7 win defined in their words. First Davout-style touch booked inside 72 hours. Status KICKOFF. kickoff_at filled. Day 0 of the day-7 clock starts.

Tool. Zoom. Shared doc (diary + protocol ticks + exception list). Same warm channel for the Zoom link only. Sheet.

What you write on the sheet. Status KICKOFF. kickoff_at. notes_to_self may hold the shared-doc title. No health narrative in the sheet.

Do not do this. You start restriction / sleep-window work on an incomplete screen (Jomini). You use chat as the diary. You add extra modules on day 0. You treat kickoff as a second sales call.

Cut-test. Does this step raise day-7 win? Yes: written wind-down, clock rule, live scorecard, exception list, and a touch inside 72 hours. A welcome LMS or a community does not.

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Step 7. Day-7 win

Purpose. Produce a first PROTOCOL win in 7 days. Score the gate. Hand daily accountability to Davout.

Owner. Lieutenant General Bedell Smith owns the gate and the day-7 review (file 05). Davout owns ongoing accountability, Horsemen, and the exit script after that review.

Starts when. Status KICKOFF. Clock is 7 nights after Day 0 (pay AND kickoff).

Ends when (hit). At least one of the three Slim items is true. Status DAY7-WIN. day7_win = Y. day7_win_type = wind-down / clock / scorecard (pick the one that cleared; if more than one, write the strongest plus a note). Daily accountability passes to Davout.

Ends when (miss). None of the three items is true. Status DAY7-MISS. One recovery week on the same three items. Do not add modules. Then Davout owns ongoing.

Tool. Shared scorecard doc. Short Zoom or same-channel review. Sheet.

What you write on the sheet. day7_win Y/N. day7_win_type. Status DAY7-WIN or DAY7-MISS.

Do not do this. You score “slept better” as the win. You treat flat TST or window misery as a fail. You add a fourth module to “save” the week. You invent a 90% completion claim against the dCBT-I 52-60% floor.

Cut-test. This step is the day-7 win. If a tactic does not change the chance of one of the three items, cut it.

What is not a day-7 fail. Flat TST. Ugly nights. Window misery after a cleared screen. Those are expected in weeks 1-2 when a window is in force. Rescue is rationale plus a safety check. Subtract modules. Do not add them.

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Capacity and scarcity (honest)

Scarcity is your real calendar. Solo. Seoul. Fully online. English only.

Seat cap: 3 concurrent seats per 8-week cycle. Say how many of 3 are open. Never “only 3 spots left” if 2 are empty. Slim live cap today = 0 (ops/07-intake-cap.md) until the collection gate.

Adults 18+ only. Conservative geo until Steuben: do not invite UK/EU collection.

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What this map refuses

• Webflow, LMS, community, Calendly public page, email capture, pixels, quiz, VSL, webinar, 14-email sequence.
• Public “apply now” that stores prospect data (Steuben kill).
• Personal WhatsApp as a health-note archive.
• Fake scarcity.
• Outcome guarantees on hours slept, AHI, diagnosis, treatment, or cure plus a deadline.
• A live downsell, attraction offer, or continuity SKU (Monash: NOT LIVE). Never discount the core.
• Extra steps between a warm reply and a booked Zoom.
• A field named close.
• A second tracker.
• Real prospect names on disk before Steuben’s collection gate (file 09 personal-data stop rule).

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Client 1 ready test

Print this page. If you can (1) answer a warm reply with 2-3 Zoom windows, (2) log a row to BOOKED under the four conditions, (3) run file 03, (4) send an invoice the same day as a yes after a seat check, (5) run file 05 at kickoff, you have a funnel. You do not have a site. You do not need one for client 1.

Ready means the doc is done. This doc is done when you can walk step 1 to step 7 tonight with Zoom, a sheet, an invoice method, and files 02-05 and 07.

Live money and stored health data still wait on Steuben. Daily loop detail after Hour 72 waits on Davout’s filing at /workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md.

02 - Manual booking SOP

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20 Agreed column list: 09-spreadsheet-column-lock.md

Zero public form. Zero Calendly. Zero email capture. Zero apply-now that stores prospect data.

O’Connor owns getting a named warm adult to a BOOKED row and writes the pre-BOOKED fields when the row opens and when BOOKED ticks. This SOP is the mechanic you run in the channel. After BOOKED, you own the path (file 07 show-up, then 03-05). Do not dual-run reminders.

BOOKED is true only when all four are true:

1. Named warm adult, 18+, agreed to a time in an existing 1-1 channel.
2. You put that time on a private calendar you control.
3. Both of you have the Zoom or Meet link in the same thread.
4. A spreadsheet row exists with the agreed columns in file 09.

If they write “just send a link,” you still pick times. A public booking link is a collection event. Stop rule until Steuben.

Personal-data stop rule: fictional rows only on disk until Steuben opens collection. No real prospect names, emails, phones, or sleep rows before that gate.

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When to use this SOP

Use it when a named adult who already knows you has replied and wants to talk, or has asked how working together would work.

Do not use it to cold-capture emails. Do not use it to stand up a page. Do not use it for a person in the UK or EU if that would create a new stored record; park and escalate to Napoleon + Steuben.

Adults 18+ only. English only. Fully online from Seoul.

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Tools you may use

• The warm channel they already use (iMessage, existing email, Kakao, existing phone thread, existing WhatsApp thread).
• Your calendar.
• Zoom, created by you.
• funnel-tracker.csv in this folder.

Tools you may not use for client 1-9: Calendly public page, Webflow, LMS, community, email-capture form, quiz, pixel, VSL, webinar registration, Typeform, Google Form sent as “intake.”

Personal WhatsApp may carry booking logistics if that is already the thread. It may not carry health notes, diary lines, or screen answers (Steuben).

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Same-hour sequence (run in this order)

1. Read the reply once. Do not diagnose it.
2. Open funnel-tracker.csv. Add a row the same hour. Status NEW. Leads writes date_row_opened, first_name, how_they_know_founder, channel, hypothesized_pain_lifestyle (lifestyle words only), audit_status (usually not_offered), fit_screen_pre if you already know it, referred_in_from if an intro. Add timezone if you already know it.
3. Offer 2-3 concrete Zoom windows in the same channel. Use your real free blocks. State timezone (KST) and invite them to convert.
4. Wait for one pick. If they ask for a link instead of a time, resend the windows. Do not send a public calendar.
5. Create the calendar event on your private calendar. Add the Zoom link you created. Title: Fit call - [first name]. No diagnosis in the title.
6. Send the Zoom link and the time in the same channel. Ask for a confirm-back.
7. When all four BOOKED conditions are true, set status BOOKED. Fill booked_datetime_seoul, conference_link (template rows use the literal text in-thread-zoom), reminder_plan = T-24h, T-2h, scoreboard_day_booked if you use the Leads scoreboard, timezone, age_18 if already confirmed. hypothesized_pain_lifestyle stays lifestyle words. If they have not given those facts, collect them in the next message (see Minimum facts).
8. Hand show-up to file 07 (you). Do not also run Leads reminder copy. File 07 uses O’Connor’s T-24h and T-2h paste intent. T-12h only if no confirm by T-12h.

If you skip step 2, the sheet stops being the system of record. Do not skip step 2.

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How to pick the 2-3 windows

Look at your calendar for the next 5 days. Pick times you can actually sit for 45 minutes with camera, quiet room, and file 03 open.

Write each window as a local pair:

• Window A: [weekday] [date] [start]-[end] KST ([their tz conversion if you know it])
• Window B: ...
• Window C: ...

Two windows is enough if your week is tight. Three is the cap in one message. Do not send a 12-slot menu. A long menu is a form.

Scarcity is your real calendar. Seat cap is 3 concurrent seats per 8-week cycle. Say how many of 3 are open. Never write “only 3 spots left” if 2 are empty. Slim live cap today = 0 until the collection gate (ops/07-intake-cap.md).

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Booking copy (paste, then edit names and times)

O’Connor owns attraction DMs. These lines are booking operations only. Use them after a warm reply already exists.

Offer the windows

[Name]. I can do a 30-45 min fit call on Zoom.

This is a fit call both ways. It is not a treatment consult. You can stop at any time.

Windows that work on my side (Korea time, KST):
1) [Day], [Date], [HH:MM]-[HH:MM] KST
2) [Day], [Date], [HH:MM]-[HH:MM] KST
3) [Day], [Date], [HH:MM]-[HH:MM] KST

Reply with 1, 2, or 3. I will send the Zoom link in this thread.

They pick a number

Confirmed: [Day], [Date], [HH:MM] KST / [HH:MM their tz if known].

Zoom: [paste founder-created link]

Reply “yes” so I know you have the time and the link. I will ping you the day before and two hours out.

They say “just send a Calendly / a link”

I do not use a public booking page. Pick 1, 2, or 3 and I will hold that time.

1) ...
2) ...
3) ...

They go silent after the windows (24h)

One follow-up, same channel:

Still holding those three windows through [date of last window]. If none work, send two times that do. If now is the wrong week, say so and I will close the hold.

No second follow-up in this SOP. If they stay silent, set status PARKED. notes_to_self: cooling or ghost. O’Connor may re-open later under Leads rules. You do not start an email sequence.

They ask what the call is (optional pre-call note)

Send this once if they ask. Do not send a VSL. Do not send a “sleep audit” that diagnoses.

Fit call, 30-45 min, Zoom.

I will ask how your nights look in your words, what you have already tried, and whether this work is a fit both ways. I do not diagnose. I do not treat. If a medical professional should see you first, I will say so and stop.

If we both see a fit I will tell you how The Night Protocol Intensive works and the price (USD 5,500 paid in full before Week 1). You can say no.

Mark any later claim-bearing add-on with [CLAIM: pending Monash+Steuben]. This note has none.

---

Minimum facts before the call

Collect these in the channel or on the first two minutes of Zoom. You type them into the sheet. They do not fill a form.

Do not add: medications, AHI, sleep-study files, ISI, STOP-BANG, wearable exports, partner complaints as diagnosis, a 20-item history.

If they volunteer medical detail, do not store it in WhatsApp and do not paste it into the sheet. Write red_flag_mention as a free-text flag (“mentioned breathing”) if it matches the stop list. Write notes_to_self: volunteered medical detail; will screen verbally on call; not stored. Steer to the call.

If they are under 18: stop. Status PARKED. notes_to_self: under-18; no sale. Do not book.

---

Calendar event rules

• Title: Fit call - [first name]
• Length: 45 minutes (script is 30-45; you need the overrun).
• Guest: add their email only if they already gave it in the existing thread and they ask for a calendar invite. Do not request a new email to “add them to the system.”
• Location: the Zoom URL you created.
• Description: Fit call. Not a medical consult. Script: 03-sales-call-script.md. Nothing clinical.
• Alert: 2 hours (your own). File 07 handles their pings in the warm channel.

---

Confirm-back is required

A sent link without a “yes” is not a booking. Status stays NEW until all four BOOKED conditions are true.

If they pick a time and then go silent on the confirm-back:

• T+6h: one ping, “Need a yes on the time and link so I keep the hold.”
• If still silent at T-24h of the slot, file 07 takes over (you). You do not send a second reminder set.
• If they never confirm and never show, log no_show_count and reason ghost.

---

Geo caution (before you book)

If they name a city in the UK, the EU, or the EEA:

1. Do not take this to payment.
2. Do not add extra fields to the sheet.
3. Reply: “I am not collecting new client data from the UK or EU yet. I will close this hold and check with counsel. Thank you for the reply.”
4. Status PARKED. notes_to_self: geo-UK/EU; no collection; Steuben.
5. Escalate to Napoleon + Steuben. Do not improvise a GDPR pack.

If they are in a country you can serve from Seoul and they are 18+ and English-ready, continue.

---

Same-hour logging checklist

Open funnel-tracker.csv and confirm the row has:

• date_row_opened (today, KST date is fine)
• first_name
• how_they_know_founder
• channel
• hypothesized_pain_lifestyle (lifestyle words)
• audit_status
• red_flag_mention (blank or a free-text flag)
• fit_screen_pre (pass / fail / unknown)
• booked_datetime_seoul (write KST and their local if known, example: 2026-08-22 10:00 KST / 21:00 ET)
• conference_link (in-thread-zoom on the template)
• reminder_plan (T-24h, T-2h)
• scoreboard_day_booked (or blank)
• referred_in_from (or blank)
• explicit_stop (blank)
• referred_out_medical (blank until a refer)
• offered blank
• closed no
• notes_to_self (relationship / process; no health narrative)
• timezone (or unknown until they answer)
• age_18 (Y / N / blank if not yet asked)
• status = BOOKED only after the four conditions
• shown blank
• verbal_yes blank
• no_show_count = 0

Never write date_in, handle, source, call_at, close, refer_flag, or notes.

Log in the same hour you offered times. If you offered times at 23:40, log before you sleep.

---

What you never send before the call

• A “sleep audit” that labels a disorder or scores ISI / STOP-BANG / AHI.
• A VSL.
• A webinar invite.
• A testimonial (none exist that are consented and non-clinical).
• A price in a public post. Price on the call is USD 5,500 paid in full before Week 1 (2-pay 50/50 same total allowed). Until you are on the call, say you will give the price on the call if there is a fit.
• A public “apply” URL.

O’Connor’s 3-night wind-down audit is a Leads object. It is DRAFT-FOR-LEGAL and 1-1 after they ask. It is not a booking prerequisite. Do not attach it as a hurdle to get a Zoom. audit_status tracks it; it does not gate BOOKED.

---

What goes wrong (you)

1. You get tired of typing times and stand up Calendly “for this week only.”
2. You paste their night description into a group chat or a second app.
3. You ask for email so you can “add them to the list.”
4. You send a 9-slot menu that is a form.
5. You invent a hold-fee or a deposit page.
6. You book two fit calls in the same 45-minute block.
7. You dual-run file 07 and Leads §6 reminders.
8. You put a real prospect name on disk before Steuben’s collection gate.

---

Done test

You are done with this SOP when the sheet says BOOKED, all four conditions are true, and file 07 is armed as the only reminder operator. No page was published. No form was filled.

03 - Sales call script

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20 Agreed column list: 09-spreadsheet-column-lock.md

Spoken script. Read it. Do not freestyle health claims.

Time: 30-45 minutes. Zoom. File 02 has already booked this call. File 07 has already confirmed show-up. After a spoken yes, run file 04 the same day.

Sheet words, first use here:

• BOOKED: named warm adult 18+ + private calendar + Zoom/Meet in the same thread + spreadsheet row.
• FIT: the spoken screen was clear. You may offer the core.
• REFER: a hot screen. Stop the sale. Point them to a licensed professional.
• WON: they said yes out loud (verbal_yes = Y). Not money.
• PAID: money is visible on your rails (closed = yes). File 04 writes that later.

Process and effort only. Dream outcome you may name: nights that follow a protocol. First win you must name: Slim ops/03 day-7 bar (wind-down 3 consecutive nights, or clock-checking cut 3 consecutive nights, or scorecard ≥5 of first 7 nights). TST / SOL / WASO improvement is not the onboarding win.

Offer facts from Monash: The Night Protocol Intensive. USD 5,500 paid in full before Week 1 (2-pay 50/50, same total). 3 concurrent seats per 8-week cycle. Protocol Completion Guarantee (process/effort, offer/01 §8). Do not invent a different number.

Fit-call screen is Jomini 03 §17 only. Path: /workspace/sleep-coaching-business/sleep-science/03-intake-screen-content.md. Ten Yes/No. Read verbatim. Mark FIT or REFER. Any HOT stops remaining questions and kills the window-track sell. Do not invent a second quiz. Do not store answers until Steuben certificates. A REFER is a correct way to end without taking money.

---

Before you join (3 minutes)

• Sheet row is BOOKED. first_name, timezone, age_18 if known, how_they_know_founder. Do not open a health quiz.
• This file open. File 04 open in a second tab for a yes.
• Invoice method ready. No public checkout.
• Water. Quiet room. Camera on.
• You will not send files in chat during the call except the invoice after a yes.
• You will not type their screen answers into WhatsApp.

---

Clock

If a section runs long, cut from 12:00-16:00, not from the screen.

---

0:00-3:00 Frame

Say:

“Thanks for making time, [Name]. This is a fit call. It lasts 30 to 45 minutes. I will ask how your nights look and what you have already tried. I will tell you how the work is built if we both see a fit. This is not a medical consult. I do not diagnose. I do not treat. I do not prescribe. You can stop at any time. If a question feels like it belongs to a physician, say so and we stop that line. Does that frame work for you?”

Wait for a yes.

If they say they thought this was a clinic visit:

“Then we should stop here. I run CBT-I-informed behavioral sleep coaching. That is research-backed sleep education and a habit protocol. It is coaching. If you need a medical consult, start with a somnologist or another licensed medical professional. I can end now.”

If they want to continue as coaching, continue. If they want care, end. Status PARKED or REFER as the facts fit. Do not sell.

Say:

“I will take notes in a private spreadsheet: first name, timezone, that you are 18 or older. I will not write down or store the safety-screen answers. After today, any diary lives in a shared doc you can see, not in this chat.”

---

3:00-12:00 Current nights and effort already spent

Say:

“Start with your words. What is going wrong with your nights right now? Give me a typical night from lights-out to getting up.”

Let them talk. Do not supply a label. If they say “insomnia” or “apnea,” treat it as their word, not your diagnosis. Write a lifestyle clause into notes_to_self later. No screen answers. No diagnosis.

Prompts if they stall (ask one at a time):

• “What time do you get into bed on a work night?”
• “What time do you try to sleep?”
• “What do you do in bed if you are awake?”
• “What time do you get out of bed, even on a bad night?”
• “How long have you been trying to fix this on your own?”
• “What have you already spent: money, apps, books, wearables, time?”

Do not say: “That sounds like insomnia disorder.” “You have delayed sleep phase.” “Your AHI…” “This is clinical.”

Say, once, to close the block:

“I am hearing [repeat their sentence]. You have already spent [effort they named]. I am not going to name a disorder. I am going to check whether coaching is even allowed, then I will tell you what the work is.”

---

12:00-16:00 Past attempts and cost of staying the same

Say:

“What have you already tried, in a list?”

Let them list. Hygiene tips, YouTube, magnesium, mouth tape, an app, a wearable, a book, a friend, a clinic they did not finish. Write nothing diagnostic.

Say:

“If nothing changes for the next 6 to 8 weeks, what breaks first: mornings, work, travel, family, mood, or something else you care about?”

Stay on work, mornings, travel, and daily function. Do not narrate disease progression. Do not say “it will get worse” as a medical forecast.

If they ask you to forecast a disease path:

“I will not forecast a medical path. That question is for a licensed medical professional.”

---

16:00-20:00 Fit-call spoken screen (Jomini 03 §17 only)

Source: /workspace/sleep-coaching-business/sleep-science/03-intake-screen-content.md §17. Read verbatim. Do not invent extra items. Do not paraphrase the questions. Do not score STOP-Bang. Do not name a disease. Do not compute BMI. Do not write, type, record, screenshot, CRM-log, or otherwise store answers until Steuben issues certificates.

Ten Yes/No. If ANY answer is HOT: stop remaining health questions, speak the refer line, do not sell the sleep-window track. Mark REFER on the sheet. Do not retain item-level answers. Education-only continuation after a refer is a Steuben decision, not a closer decision.

If they volunteer extra medical detail, thank them. Do not write it down. If it sounds like a hot domain, treat as REFER.

If they add suicidality, chest pain, or a current emergency: "This call is not emergency care. Use local emergency services now. We stop." End the Zoom. Status REFER. referred_out_medical = date. notes_to_self: emergency-stop. No clinical detail.

Spoken screen rules (boxed)

• Read these questions verbatim.
• Do not invent extra health-quiz items.
• Do not store answers until Steuben certificates.
• Screen-to-refer only. A refer is a correct way to end without taking money.
• Do not add unofficial STOP-Bang scoring items (BMI, neck, gender-as-risk). Those stay license-gated and storage-gated.

Preamble (read verbatim)

I am going to ask a short safety screen out loud. This is not a medical exam. We do not diagnose and we do not treat. I will not write down or store your answers until our legal certificates are in place. If any answer means the sleep-window part of this protocol is not a fit, I will tell you that and point you to a licensed professional. That is the correct use of this screen.

Questions (read verbatim, Yes / No)

Q1. Has a doctor or sleep clinic already told you that you have sleep apnea, or do you use a CPAP, oxygen, or a prescribed sleep-breathing device? HOT if yes. Action: refer somnologist / treating clinician. No window. Stop the remaining health questions.

Q2. Has anyone seen you stop breathing, choke, or gasp in your sleep? HOT if yes. Action: refer somnologist. No window. Stop the remaining health questions.

Q3. Do you snore loudly on most nights, and also feel very sleepy in the daytime? HOT if yes to the combination. Action: refer somnologist. No window. Stop the remaining health questions.

Q4. In the last year, have you had drowsy driving, a near-miss, or nodding off in an unsafe situation? HOT if yes. Action: refer licensed professional. No window. Stop the remaining health questions.

Q5. Is your work safety-critical if you were sleepy? Examples: pilot, professional driver, surgeon, heavy machinery, night security, emergency response. HOT if yes. Action: refer. No window. Stop the remaining health questions.

Q6. Do you get an urge to move your legs in the evening that starts when you rest and eases when you walk or stretch? HOT if yes. Action: refer somnologist or neurologist. No window. Do not say "you have restless legs syndrome." Stop the remaining health questions.

Q7. Has a licensed professional ever diagnosed bipolar disorder, mania, or hypomania? Or have you had a stretch of needing much less sleep and feeling unusually wired or unstoppable? HOT if yes to either part. Action: refer psychiatry / existing prescriber. No window. Stop the remaining health questions.

Q8. Have you ever had a seizure, or has a clinician warned you that sleep loss is a risk for you? HOT if yes. Action: refer neurology / treating clinician. No window. Stop the remaining health questions.

Q9. Are you pregnant, trying to conceive, or in the first year after giving birth? HOT if yes. Action: no window. Refer OB or licensed professional. Stop the remaining health questions.

Q10. Has a clinician given you any other sleep-disorder diagnosis besides ordinary insomnia, such as narcolepsy or a parasomnia with injury? HOT if yes. Action: refer treating clinician. No window. Stop the remaining health questions.

Refer line (read verbatim on any HOT)

This program is not a fit until a licensed professional has cleared these questions. We will not start a sleep-window. That is the safe use of this screen. It is not a diagnosis.

Then:

• Status REFER. referred_out_medical = Seoul date. verbal_yes blank or N. offered = no.
• notes_to_self: REFER. No question number. No narrative.
• End kindly. Do not pitch a lite window. Do not discount. Do not book a second sales call as a hold. They may come back later on their own. Re-run §17 if they do.
• This is a correct way to end without taking money.

Clear line (only if every answer was No)

Nothing you said on this call blocks a possible sleep-window later. That is not a medical all-clear. If anything on this list changes, tell us and we pause.

Mark FIT in the moment. Do not store the ten answers. Sleep-window work still waits on this screen staying clear. Hygiene is one module later. Hygiene is never the whole program.

High-Stakes Week Add-On (USD 1,500) is LIVE after the collection gate. Same-call only. Do not pitch it on a REFER. Do not pitch it before the core yes. After FIT, remember it exists. After the core yes, run the slot in 40:00-45:00.

Storage rule

Until Steuben certificates exist: mark FIT or REFER. Do not retain item-level answers, recordings, or notes that reconstruct the quiz. After certificates: the Steuben-wrapped form in Jomini 03 §§1-16 becomes the stored screen. This spoken set remains the fit-call gate.

---

20:00-22:00 18+ and English-online fit. Geo caution.

Say:

“Confirm three operational facts. You are 18 or older. We work in English, on Zoom, fully online. I am in Seoul.”

Wait.

If under 18: stop. No sale. Status PARKED. notes_to_self: under-18.

Say:

“What country are you in for the next 8 weeks?”

If UK, EU, or EEA:

“I am not taking payment from the UK or EU yet, and I am not storing extra data. We stop the commercial part here. Thank you for the time.”

Status PARKED. notes_to_self: geo-UK/EU; no payment; no extra data. Do not send an invoice. Do not add medical notes. Escalate to Napoleon + Steuben after the call.

If they are in a country you can serve from Seoul:

“Good. We can talk about the work.”

Fill age_18 = Y and timezone if still blank.

---

22:00-32:00 Offer the process

Say:

“Here is the work. The container is a high-ticket 1-1 for 6 to 8 weeks. Name on the wrapper is The Night Protocol Intensive. Seat count is 3 concurrent seats per 8-week cycle. I say how many of 3 are open. I do not say “only 3 spots left” if 2 are empty. Slim live cap today is 0 until the collection gate.

I do three things. I give verified research-backed sleep information. I fit a program to your lifestyle and your stated needs. I run daily-habit accountability.

I do not diagnose. I do not treat insomnia disorder. I do not cure. I do not promise you will fall asleep. I do not promise hours slept.

The dream outcome I will name is nights that follow a protocol. [CLAIM: pending Monash+Steuben]

The method, in min-path form: a sleep window only after this medical screen stays clear; stimulus control; circadian anchors; a daily diary. Window work does not start if the screen was incomplete. Hygiene can appear as one module. Hygiene is not the program.

You and I meet on Zoom. You fill a Consensus Sleep Diary plus protocol ticks in a shared doc. That doc is the scorecard. Chat is not the diary.

The first win is due in 7 days. Slim ops/03. One scoreboard. It is one of these three:

1. A written wind-down, same steps, executed 3 nights in a row.
2. Clock-checking cut: phone out of reach in bed / charging outside the room, 3 nights in a row.
3. Scorecard live: diary plus ticks on at least 5 of the first 7 nights.

I will not score ‘I slept more’ as the first win. Ugly nights can still be a win if the protocol ran.

Accountability after kickoff is daily enough to catch a silent diary at 48 hours and a broken window at 3 nights. You will hear from a human at least twice a week. Kickoff is Hour 0 of a 72-hour activation loop. /workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md

Price is USD 5,500 paid in full before Week 1. I state it once. I do not discount the core. There is no live downsell on this call.”

2-pay 50/50 at the same total (USD 2,750 + USD 2,750) is allowed. I do not invent a discount. I will not haggle.

Then stop talking about stack extras you do not have. No community. No LMS. No recordings as a bonus that become a claim surface.

If they ask “what do I get” as a list:

“You get: a kickoff of 45 to 60 minutes, a shared diary, a written wind-down, a clock rule, an exception list, 6 to 8 weeks of 1-1, and twice-weekly human touch. You get a day-7 review against those three protocol items. You do not get a medical result.”

---

32:00-36:00 Process/effort guarantee and anti-guarantee

Say:

“Guarantee name is Protocol Completion Guarantee. Full text lives in offer/01-OFFER-ARCHITECTURE.md §8. I will not paste a medical outcome. Here is what I will speak.

I guarantee process and effort. I show up for the sessions we book. I review the diary you fill. I run the protocol we wrote. If I miss a session and do not make it up, you get unused-session money back or a make-up, on effort terms. [CLAIM: pending Monash+Steuben]

I do not guarantee you will fall asleep. I do not guarantee hours. I do not guarantee a wearable score. Biology is not a refund trigger.

Anti-guarantee: I do not take clients who need a medical promise to start. If you need me to promise a cure to pay, this is a no. That is me declining you.

If you pay and later ask for money back, the process is unused sessions and effort conditions. It is never ‘I still have insomnia.’ Final policy is legal: [STEUBEN: REFUND POLICY].”

Wait. Let them react.

---

36:00-40:00 Ask. One direct ask. Silence.

Say:

“I can take you if the screen stays clear, you are 18 or older, we work in English online, and you want nights that follow a protocol more than you want a promise. Kickoff would be inside 48 hours of payment. First win is scored on day 7.

Do you want to start the 6-8 week 1-1 at USD 5,500 paid in full before Week 1?”

Stop talking.

Count 8 seconds in your head. If they fill the silence, listen. If they ask a clarifying question, answer in one or two sentences, then ask again:

“Do you want to start?”

Do not add a bonus to fill the silence. Do not drop the price. 2-pay 50/50 at the same total is allowed. Do not invent a discount or a third pay. Do not say “think about it, I’ll send a deck.”

---

40:00-45:00 After the answer

If yes

Say:

“Good. I will send the invoice today in this same channel. I do not use a public checkout page. Do not send a card number in chat. When payment clears I will book kickoff inside 48 hours. We do not start the protocol before kickoff. I will not collect extra health history in this chat.

Kickoff is 45 to 60 minutes. Bring a typical wake time in your head, and a list of current bedtime habits in your own words. I will open the diary with you there.”

Then, still on this call, run the High-Stakes Week slot. Then run file 04 the same day. Status WON. verbal_yes = Y. offered = yes. Do not write close. closed waits for money on your rails.

Optional same-call slot: High-Stakes Week Add-On (USD 1,500)

Stop rule (agreed 2026-08-20). LIVE after the collection gate. After FIT and after the core yes. Not required to close the core. Do not leave this SKU off the call. Do not rewrite the price. Do not discount it. Do not invent a second live upsell if they say no.

Clock: 60-90 seconds. Monash offer/02-MONEY-MODEL.md §7.3.

Say (verbatim intent, 10 sentences max):

“One more thing, same call, then we stop.

If you already have a named week that will smash the protocol, board, fundraise, launch, or a red-eye, I write a two-week High-Stakes Week on top of the intensive.

You get a filled checklist and two extra thirty-minute calls.

It is one thousand five hundred US dollars.

It is the same terms. I do not discount it.

If that week is not on the calendar, we skip it.

If it is on the calendar, we add it to the invoice now.

Which week would we name?”

Stop. Their answer or your stop is the tenth beat.

If they name a week: “I will add High-Stakes Week Add-On, USD 1,500, as its own line on the same invoice.” notes_to_self: HSW=yes [week name, no health].

If they decline: “Understood. We run the intensive as scoped.” notes_to_self: HSW=no. Do not invent a second live upsell. Do not reopen the core price.

If they try to buy only the add-on: “No. This sits on top of The Night Protocol Intensive. It is not a standalone.” Return to the core or park.

Do not run this slot on a REFER, a no, or a park. Do not send a follow-up email about it.

If no

Say:

“Understood. I will not discount this to change your mind. There is no cheaper live version today. I will park your name on my sheet. If you want a call later, you message this channel.”

Status LOST if they are done, PARKED if they named a date to reopen. verbal_yes = N. offered = yes if Monash language was used. Do not invent a live downsell. Attraction / downsell / continuity are NOT LIVE (Monash).

If “I need to think”

Use the handle below, then park if they still will not decide. Do not send a VSL to “help them think.”

---

Objection handles

Use these as spoken replies. Then return to the ask. Do not stack three handles.

Price

They say: “That is a lot.” / “I could buy an app.”

You say: “It is a high-ticket 1-1 for 6 to 8 weeks, priced for my calendar and the accountability, not for an app. I do not discount the core. If the number is wrong for you, the honest answer is no. Do you want to start at USD 5,500 paid in full before Week 1?”

“I can do this from YouTube”

You say: “You can collect information from YouTube. The work I sell is a program fitted to your nights plus daily-habit accountability, with a diary I actually read. If you want information only, do not pay me. If you want the protocol held for 6 to 8 weeks, that is the buy. Do you want to start?”

“Can you guarantee I’ll sleep”

You say: “No. I will not take you if you need that promise to start. I guarantee process and effort. I score a day-7 protocol win: wind-down 3 consecutive nights, clock cut 3 consecutive nights, or a live scorecard ≥5 nights. I do not score hours slept as the buy. If you need a medical promise, see a licensed medical professional. Do you want to start on process terms?”

“I want to think”

You say: “What do you need to think about: the screen, the time, or the price?”

• If screen: re-open only the item they name. If it is medical, refer.
• If time: offer kickoff inside 48 hours of pay, and one real calendar fact (your next free kickoff block).
• If price: do not discount. Repeat the number once.
• If they still want time: “Take [48 hours]. I will not hold a fake spot. Message this channel if you want to start. I will park the row.”

Status PARKED. Do not start a 5-email sequence.

“I need to ask my doctor”

Split this.

If the doctor ask is a red flag (they mention apnea signs, pregnancy, mania, seizures, safety-critical work, a clinician already investigating, or they want the doctor to approve treatment you do not provide):

You say: “Then we stop the sale today. Ask the doctor or a somnologist. I do not take the fee while that is open. This is a correct way to end without taking money.”

Status REFER or PARKED. referred_out_medical = date if HOT. No item-level answers.

If the doctor ask is courtesy (they like to tell their GP they are hiring a coach; no hot screen item):

You say: “Tell your clinician you are considering behavioral sleep coaching: education, a habit protocol, and accountability. I do not need a prescription to coach. I will wait for you to send a yes after you mention it. I will not take payment today. I will park the row for [7 days].”

Status PARKED. notes_to_self: courtesy-doctor; FIT; waiting. If they return, re-run Jomini 03 §17. Do not skip it.

---

Banned lines

Do not say any of these, including as a joke.

• “CBT-I therapy.”
• “Treatment of insomnia disorder.”
• “We diagnose” / “I diagnose” / “You have [disorder].”
• “We cure” / “I cure” / “insomnia cured.”
• “You will fall asleep.”
• “You will sleep [N] hours.”
• Any hours-slept guarantee.
• AHI, as a score you interpret.
• “This treats apnea.”
• “Cure by [date].”
• “Only 3 spots left” when that is not Slim’s real intake cap.
• “I’ll discount it if you start today.”
• “Win your money back when you sleep through the night.”
• “This replaces your doctor.”
• “Let me send you a sleep audit / quiz / VSL.”
• “Add your email so I can send the sequence.”
• “Just book on my Calendly.”
• “I can do a lite version for less” (no live downsell).
• “90% of clients…” (dCBT-I completion 52-60% is the failure floor to beat; do not invent 90%).
• Any testimonial you invent.

Allowed charter phrases, if you need a category word:

• “CBT-I-informed behavioral sleep coaching”
• “research-backed sleep education and habit protocol”

Mark claim-bearing extras [CLAIM: pending Monash+Steuben].

---

After you hang up (15 minutes)

1. Update the row before you stand up: SHOW, then WON / LOST / PARKED / REFER.
2. shown = Y. verbal_yes as the fact. offered as the fact. referred_out_medical as a date if referred. Never store Q1-Q10 answers.
3. notes_to_self: process words only. No diagnosis. No symptom dump. Never write close.
4. If WON, start file 04 in the same hour.
5. If REFER, do not send homework.
6. If PARKED or LOST, send nothing else today.

---

Done test

You read this script on a live Zoom. You asked once. You stayed silent. You did not invent a price, a guarantee, a discount, or a diagnosis. The sheet matches the outcome.

04 - Close, pay, kickoff checklist

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20 Agreed column list: 09-spreadsheet-column-lock.md

Run this the same day as a spoken yes. Do not split it across a week.

Sheet words, first use here:

• WON: they said yes out loud (verbal_yes = Y). Not money.
• PAID: money is visible on your rails (closed = yes).
• FIT: the spoken screen was clear. You already marked that on the call.
• REFER: a hot screen. If that happened, do not run this file.

Ownership (agreed 2026-08-20):

• Slim owns invoice method, amount, and the seat-ledger check (ops/05-tool-list.md, ops/07-intake-cap.md). Slim confirms a seat is actually open before invoice. Live cap today = 0 until Steuben’s collection gate.
• You send the invoice.
• You own this checklist and the ticks (Bedell).
• Davout does not send the invoice. Davout starts Hour 0 at kickoff using /workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md.
• You schedule kickoff ≤48h from pay.

Order (stop rule):

1. Spoken yes (verbal_yes = Y, status WON, offered = yes if Monash language was used)
2. Seat open on Slim’s ledger. If not open, do not invoice.
3. Invoice sent same day by you
4. Payment confirmed on Slim / your rails (closed = yes and status PAID together)
5. Kickoff booked ≤48 hours from pay (kickoff_at)
6. Welcome note sent
7. Spreadsheet ticks as below. Status stays PAID until the kickoff Zoom happens, then KICKOFF

Do not start the protocol before kickoff. Do not collect extra health history in chat. Do not open a public checkout page.

Never write a field named close. Spoken yes is verbal_yes. Money in is closed.

Processor choice is [STEUBEN: PROCESSOR]. Until that token is filled, use your existing invoice method. Do not store card data in the sheet, in chat, or in a screenshot album.

Live-money stop rule: Steuben still refuses taking payment until a counsel-engagement fact exists. Use this checklist the hour that fact is honest. Do not take client-1 money against a DRAFT stamp because the SOP is written.

---

Minute 0. Still on the Zoom or still in the thread

• [ ] You heard a clear yes to “Do you want to start The Night Protocol Intensive at USD 5,500 paid in full before Week 1?” (2-pay 50/50 at the same total is allowed. Do not invent a discount.)
• [ ] Screen was clear. referred_out_medical is blank.
• [ ] age_18 is Y.
• [ ] Country is not UK/EU/EEA. If it is, stop. No invoice. File 03 geo rule.
• [ ] You did not promise hours slept, a cure, or a diagnosis.
• [ ] Slim seat-ledger: a seat is actually open. If the live cap is 0, stop. Do not invoice.
• [ ] Sheet: status WON. verbal_yes = Y. shown = Y. offered = yes. closed still no.

Say, if still on Zoom:

“I am sending the invoice in this channel today. Do not put a card number in the chat. When it clears I will book kickoff inside 48 hours. We write the protocol on that call, not tonight.”

Hang up. Stand up. Start the invoice before you open social media.

---

Same day, block A. Invoice

• [ ] Slim method and amount: The Night Protocol Intensive. USD 5,500 paid in full before Week 1, or 2-pay 50/50 (USD 2,750 + USD 2,750) at the same total. No founding discount. No rewritten price.
• [ ] If notes_to_self has HSW=yes, add a second line on the same invoice: High-Stakes Week Add-On, USD 1,500. Never discounted. Do not rewrite that price. If HSW=no or blank, do not add the line.
• [ ] Description: Coaching. Education, program fit, daily-habit accountability. Not medical care. Not a treatment of insomnia disorder.
• [ ] Due: upon receipt / same day (or first 50% if they chose 2-pay).
• [ ] Do not attach a health form.
• [ ] Do not attach a VSL.
• [ ] You send the invoice in the same warm channel. If the method needs email and they already gave email in the existing thread, use that email. Do not ask for a new email “for the system.”
• [ ] Sheet: invoice_ref = invoice number or sent-via-[method] [date]. Never a PAN, expiry, or CVC.
• [ ] Status stays WON until money is confirmed on your rails. closed stays no.

Paste: invoice cover note

Invoice is in this thread / attached: [ref].

Pay by [method]. Do not send card numbers here.

When I see the payment I will offer 2 kickoff windows inside 48 hours. Kickoff is 45-60 min on Zoom. We do not start the protocol before that call.

This is coaching. It is not medical care.

If they ask to start “tonight” in chat:

No protocol in chat. Kickoff first. I will book it as soon as payment clears.

---

Same day, block B. Payment confirmed

Confirm with your own eyes: bank credit, processor “paid,” or a receipt you can keep offline. A screenshot they send is a hint. It is not confirmation until your side matches. closed waits for that match.

• [ ] Payment visible on Slim / your rails.
• [ ] Sheet: pay_at = date/time KST. closed = yes. Status PAID. These two fire together.
• [ ] Leads may tick closed only when money is in. If you wear both hats, tick it once.
• [ ] Still no card data in the sheet.
• [ ] Still no extra health history requested.

If payment fails:

• One message: “Payment did not land. Retry on the same invoice. I will not start kickoff on a promise.”
• Status stays WON. closed stays no. If 7 days pass with no pay, status PARKED. notes_to_self: won-unpaid. Do not chase daily. Do not discount.

Chargeback / reverse before kickoff

Working rule until [STEUBEN: REFUND POLICY] is filed:

• They ask to reverse before kickoff: unused work. Full refund if asked. You have delivered no protocol.
• Process the refund on the same method when you can. Sheet notes_to_self: refund-before-kickoff; unused.
• Status PARKED. closed = yes may stay as a money-event record plus the refund note. Do not argue biology. There is no biology yet.

After kickoff, if they ask for money back: unused sessions / effort conditions. Never “I still do not sleep.” Final policy is Steuben. Cite Protocol Completion Guarantee in offer/01-OFFER-ARCHITECTURE.md §8. Do not invent a biology refund to keep a review.

---

Same day or next block. Kickoff booked ≤48h from pay

Use the same booking mechanics as file 02. You pick 2-3 real windows inside 48 hours of pay_at. They pick one. You send a new Zoom link in the same thread. Confirm-back required. File 07 pings apply (you; do not dual-run with Leads).

• [ ] Two or three windows offered inside 48 hours of pay.
• [ ] They picked one.
• [ ] Calendar event: Kickoff - [first name]. 60 minutes. Private calendar you control.
• [ ] Zoom link sent in the same channel.
• [ ] Confirm-back received.
• [ ] Sheet: kickoff_at filled. Status still PAID until the kickoff happens.
• [ ] File 07 pings: T-24h if the slot is that far; always T-2h. T-12h only if no confirm.

If your next 48 hours are already full (real calendar):

• Tell the truth: “My next free 60 minutes are [real slot]. That is [N] hours after pay. I will not fake a sooner seat.”
• Book that slot. notes_to_self: kickoff-outside-48h; founder-calendar.
• Do not open a second client to “fill the gap.” Slim owns hours-per-client.

If they want to delay kickoff more than 7 days:

• Ask why in one sentence.
• If cooling: offer one slot inside 7 days. If they refuse, keep status PAID and notes_to_self: kickoff-delay-client. Do not start protocol by email to “get them going.”
• If medical: re-screen. If hot, stop and refer. Write referred_out_medical as a date. Refund unused work under the working rule / [STEUBEN: REFUND POLICY].

---

Welcome note (after kickoff is on the calendar)

Send in the same channel. No extra health questions. No diary homework yet. The blank diary is opened at kickoff.

Paste: welcome note

Kickoff is set: [Day], [Date], [HH:MM] KST / [their local]. Zoom: [link]. Reply yes.

What to have ready:
- A typical wake time (the time you get up on a work day, in your words)
- A list of current bedtime habits in your own words (what you already do, 4-8 lines)
- A quiet 60 minutes

I will give you the blank diary at kickoff. Do not start a diary in this chat. Do not send wearable exports. Do not send a sleep-study PDF.

This is coaching: research-backed sleep education, a program fitted to your life, and daily-habit accountability. It is not medical care. It is not a treatment consult.

Day-7 win we will score (clock starts when this kickoff ends): wind-down written and run 3 consecutive nights, or clock-checking cut 3 consecutive nights, or diary plus ticks on at least 5 of the first 7 nights. We will not score “first night asleep,” 8 hours, ISI, or “felt better.”

• [ ] Welcome note sent.
• [ ] No wearable file received and stored.
• [ ] No WhatsApp health archive started.

If they send a sleep study anyway:

Do not send medical records here. I will not interpret a study. Bring questions to your clinician. At kickoff we will write habits, not read a lab.

Delete the file from chat if the channel lets you. Do not copy it into the sheet. notes_to_self: client-sent-record; not stored; not interpreted.

---

Spreadsheet close-out for this file

Before you sleep the day of the yes, the row must have:

When the kickoff Zoom ends, file 05 sets status KICKOFF. Day-7 clock Day 0 starts only then (pay AND kickoff).

Old names mapped away: close → never. Use verbal_yes and closed. refer_flag → referred_out_medical. notes → notes_to_self.

---

Handoff at kickoff

File 05 is the kickoff script and the day 0-7 checklist. You own that script and the day-7 gate. Davout owns the 72-hour activation loop from Hour 0 (/workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md) and daily accountability after kickoff. Shared objects: diary, exception list, scorecard, 2×/week touch. Do not invent extra modules to fill the gap.

---

Refunds (repeat, so you do not hunt)

Do not trade a refund for a testimonial.

---

What goes wrong

1. You celebrate the yes and delay the invoice to “tomorrow.”
2. You start wind-down instructions in chat so they “don’t wait.”
3. You accept a card number in WhatsApp.
4. You open Stripe Checkout as a public page before Steuben names [STEUBEN: PROCESSOR].
5. You take UK/EU money because they were nice on the call.
6. You collect a 2-page history “for kickoff prep.”
7. You discount after the yes to “make the invoice easier.”
8. You invoice when Slim’s live cap is 0 or the seat is not open.
9. You write close on the sheet.

---

Done test

Invoice left your hands the same calendar day as the yes (KST), after a seat was open. Payment is confirmed on your rails (closed = yes, status PAID) or the unpaid clock is visible on the row. Kickoff is on two calendars inside 48 hours of pay, or a real calendar exception is written. Welcome note sent. Protocol not started. File 05 is the next live document.

05 - 7-day first-win onboarding

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20 Agreed column list: 09-spreadsheet-column-lock.md KPI owner: Slim (ops/03). Week 0-1 checklist: this file. Miss recovery: Davout. No second activation.

First win = a PROTOCOL win in 7 days. First night asleep is not the win. TST / SOL / WASO movement is not the win.

Sheet words, first use here:

• PAID: money is visible on your rails (closed = yes).
• FIT: the spoken screen was clear. Confirm it has not changed. Do not run a second quiz.
• REFER: a hot item now. Stop window work. Point them to a licensed professional.

One scoreboard: Slim ops/03-day-7-first-win-standard.md.

Clock Day 0 = the calendar day when both are true: (1) payment received, and (2) kickoff Zoom completed. Invoice alone does not start the clock. A booked kickoff that has not happened does not start the clock.

A day-7 win is at least one of:

1. Wind-down written and executed 3 consecutive nights (day7_win_type = wind-down)
2. Clock-checking cut 3 consecutive nights (day7_win_type = clock)
3. Diary + ticks on ≥5 of the first 7 nights (day7_win_type = scorecard)

Not a win: first night asleep, 8 hours, ISI, “felt better,” a wearable score, you filling the diary for them.

State this on kickoff, on every touch, and on the day-7 review.

Kickoff is Hour 0 of Davout’s 72-hour loop: /workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md. You own the kickoff script and the 7-day gate. Davout owns daily accountability after kickoff, Horsemen, and the exit script. Shared objects: diary, exception list, scorecard, 2×/week human touch. Do not invent extra modules.

Note for Davout: Hours 0-72 live inside Day 0-3 below. Attendance = filled Consensus Sleep Diary night + protocol ticks. Diary silent 48h or window broken 3 nights → same-day reach-out. 2×/week human touch is the floor. Overwhelm is the first churn reason; subtract modules. Week 1-2 window misery is expected after a cleared screen; rescue with rationale plus a safety check. dCBT-I completion 52-60% is the failure floor to beat. Do not invent 90%.

Sleep-window / restriction starts only after the medical screen is complete (Jomini). If the screen was incomplete, abort window work. You may still install wind-down, clock-checking, and the scorecard.

Hygiene is a module. Hygiene is never the whole program.

Do not start this file before file 04 has PAID, closed = yes, and a booked kickoff.

---

Tools

• Zoom (kickoff 45-60 min; day-7 review 20-30 min)
• One shared doc the client can edit: scorecard = Consensus Sleep Diary core items + protocol ticks + exception list
• Same warm channel for logistics and reach-out only
• funnel-tracker.csv

Chat is not the diary (Steuben). If they paste a night into WhatsApp, move it to the doc and stop the habit.

---

Shared doc skeleton (create during kickoff, not before)

Title: [first name] scorecard - start [date]

Page 1. Scope (paste at the top)

This is coaching. Research-backed sleep education. A habit protocol fitted to your life. Daily-habit accountability.
This is not medical care. This is not a diagnosis. This is not treatment of insomnia disorder.
Day-7 win = wind-down written + 3 consecutive nights, OR clock-checking cut 3 consecutive nights, OR diary+ticks on ≥5 of first 7 nights.
Dream outcome = nights that follow a protocol.

Page 2. Wind-down (written on the call)

4-6 steps. Same order every night. Client’s words. Example structure (replace with theirs):

T-45 min: [step 1]
T-30 min: [step 2]
T-20 min: [step 3]
T-10 min: [step 4]
Lights-out target: [time they named]
Phone + clock: out of reach after lights-out. Charging place: [room]

Page 3. Diary + ticks (one row per night)

Columns you actually use (Consensus Sleep Diary core, coaching use, not a clinic record):

• date
• got_into_bed
• tried_to_sleep
• minutes_to_sleep_est
• wakes_count
• minutes_awake_est
• final_wake
• out_of_bed
• restedness_1to5
• tick_winddown (Y/N)
• tick_clock_out_of_reach (Y/N)
• tick_window_held (Y/N/NA) ← NA until a window is assigned after a complete screen
• note_one_line (habit fact, not a diagnosis)

Page 4. Exception list (start on the call)

Travel:
Guests:
Illness:
Safety-critical shift:
Other:

They will add dates as life happens. You review this twice a week.

---

Kickoff script (45-60 min)

Status at join: PAID. closed = yes. After this call: KICKOFF. kickoff_at confirmed. Day 0 starts when this Zoom ends.

0-5 min. Restate scope

Say:

“This is the kickoff. This is coaching. I give research-backed sleep education. I fit a program to your life. I run daily-habit accountability. I do not diagnose. I do not treat. I do not prescribe. I do not promise you will fall asleep. The dream outcome is nights that follow a protocol. The first win is a protocol win in 7 days, not a better first night.

You can stop a line of work at any time. If something from the sales screen has changed, we stop window work.”

5-10 min. Confirm last fit-call mark was FIT

Do not run a second quiz. Do not recap domains as a new list.

Say:

“On the fit call the safety screen was marked FIT. Has anything on that screen changed? Yes or no. If yes, I will re-read the same ten questions. I will not invent a new list.”

If they say yes, or you have no FIT mark, re-run Jomini 03 §17 verbatim from file 03. Any HOT: stop remaining questions, abort window work, mark REFER.

If any item is now hot, or if the original screen was incomplete:

Say:

“We abort window work. I will not set a sleep window today. I will still install a wind-down, a clock rule, and a diary if you want coaching on those three. For the hot item I stop and you see a somnologist or another licensed medical professional. I do not take extra money for that. If the whole container is the wrong next step, we use unused-work refund terms: [STEUBEN: REFUND POLICY].”

Do not label. Do not interpret a study. Sheet: referred_out_medical = today’s date if you stop the sale / stop window work for a hot item. red_flag_mention = free-text flag only. notes_to_self: kickoff-REFER; window aborted. No item-level answers.

If clear and complete:

Say:

“Screen still clear. Window work is allowed later this week only if we both decide the diary needs it. Today we install wind-down, clock rule, and the scorecard. We do not install extra modules.”

10-22 min. Install wind-down

Say:

“We will write 4 to 6 steps. Same order every night. Your words. This is one of the three day-7 wins if you run it on 3 consecutive nights.”

Build from their current bedtime habits list (they were told to bring it). Subtract. Do not add a bath, a supplement, a podcast, and a journal if they already have six steps. Overwhelm is the first churn reason.

Rules for the written list:

• 4-6 steps. If they bring 12, cut to 6.
• Each step is a verb plus an object: “Put the mug in the sink.” “Dim the desk lamp.” “Put the phone on the charger in the kitchen.”
• Last step is lights-out.
• No step is a medical treatment.
• No step is “try to fall asleep.”

Read the list back. They confirm the order. Paste it on page 2 of the shared doc while they watch.

Say:

“If a night goes ugly, you still run the list. The win is the list, not the hours.”

22-30 min. Clock-checking rule

Say:

“After lights-out, phone and clock are out of reach. Out of reach means you would have to stand up and leave the sleep place to see a minute digit. Charging place is [they name a room]. This is the second way to hit day-7: 3 consecutive nights. I need it documented on the tick column, not as a memory.”

If they sleep with a phone alarm:

“Alarm stays in the other room, loud enough to hear, or you use a cheap standalone alarm that does not show you the time during the night. Pick one now.”

Write the charging place and the alarm plan on page 2.

30-42 min. Open the scorecard

Create the shared doc now. Do not email a blank later and hope.

Walk one demo row for last night if they can do it in 90 seconds. If they cannot remember last night, write tonight’s headers only.

Say:

“This doc is the diary. Chat is not. If you go silent for 48 hours I will reach out the same day. That is accountability, not emergency care. Attendance means a filled night plus ticks.”

Exception list: ask “Travel, guests, illness in the next 14 days?” Write what they say on page 4.

42-50 min. Define day-7 win in their words

Say:

“Pick the day-7 gate in your words. You need one of the three. Which one will you defend if the nights are ugly?”

They pick. Write it:

Day-7 win [Name] will defend: [wind-down 3 consecutive | clock 3 consecutive | 5 diary nights]
Review time: [date/time 7 nights out]

Book the day-7 review now (20-30 min Zoom or a live doc review in the same channel). Put it on your calendar.

50-60 min. Book the first Davout-style touch (inside 72h)

Say:

“Hour 0 is now. Inside 72 hours I will check the doc. If night 1 is blank I will message the same day I notice, and at latest at the 48-hour silence mark. We also book a human touch inside this 72-hour block. Pick [two real windows 24-72 hours out].”

Book it. This is the first of the 2×/week floor. Path: /workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md

Say:

“I will not add modules this week. If you feel buried we subtract. Week 1 can look miserable if a window starts later. Misery is not a fail if the screen is clear and the ticks run. See a clinician if safety changes.”

End. Status KICKOFF. Day 0 is this calendar day.

---

Hour 0-72 (sits inside Day 0-3)

Davout owns this loop. Run the table and the path above. Keep the day-7 gate.

---

Day-by-day actions (Day 0-7)

Times are KST work hours unless the client’s timezone forces a later glance. You are solo. Batch the glances. Do not live in their chat.

Day 0 (kickoff day; clock starts here)

• [ ] Run the kickoff script.
• [ ] Shared doc exists. Client opened it on camera or confirmed the link.
• [ ] Wind-down written (4-6 steps).
• [ ] Clock rule written. Charging place named.
• [ ] Exception list started.
• [ ] Day-7 win stated in their words.
• [ ] First touch booked inside 72h.
• [ ] Day-7 review booked.
• [ ] Sheet: status KICKOFF. kickoff_at accurate.
• [ ] No protocol instructions left in WhatsApp.

Day 1

• [ ] One doc glance in work hours.
• [ ] If they filled night 0 / night 1: reply in the doc with one line (“ticks seen”). Do not praise hours slept.
• [ ] If blank and it is still their morning, wait. If blank and 48h has not hit, no extra module.
• [ ] Channel: logistics only.

Day 2

• [ ] Doc glance.
• [ ] 48h silence: if two nights blank, send the reach-out the same day.
• [ ] If they write “this is a lot,” subtract a step from wind-down. Do not add breathwork, a supplement, or a second list.
• [ ] If a window is in force and already broken, write the count. Do not wait for 3 if safety changed; re-screen.

Day 3 (still inside 72h)

• [ ] Hold the first human touch. 15-20 min.
• [ ] Agenda: doc rows, ticks, overwhelm check, day-7 gate reread. No new module.
• [ ] If they missed the touch: one reschedule inside 24h. Same-day channel ping.
• [ ] Confirm 2×/week: this touch is #1. Book #2 on Day 5 or 6.
• [ ] /workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md if you need the loop text.

Day 4

• [ ] Doc glance.
• [ ] If clock ticks are all N, one sentence: “Charging place still [room]? Tonight the tick is the win.”
• [ ] If diary is at 3+ nights, you already have a path to the scorecard win. Do not add work.
• [ ] Exception list: if they travel tomorrow, write it. Do not invent a travel protocol pack.

Day 5

• [ ] Doc glance.
• [ ] Second human touch this week (the 2×/week floor) if you did not put it on Day 6.
• [ ] Subtract if they are behind. Behind means ticks empty, not hours low.
• [ ] If window broken 3 nights: same-day reach-out. Rationale + safety check. Do not shrink the window as punishment.

Day 6

• [ ] Doc glance.
• [ ] Remind them of the day-7 review time. Channel ping, one line.
• [ ] Count the gate so you are not surprised tomorrow: consecutive wind-down nights, consecutive clock nights, diary nights.

Day 7

• [ ] Run the day-7 review (below).
• [ ] Score the gate. Write it in the sheet.
• [ ] Hand daily accountability to Davout, or start the one recovery week if miss.

---

Same-day reach-out pastes

Diary silent 48h

[Name]. The scorecard is blank for 48 hours. This is the accountability ping, not a medical check.

Open the doc and fill the nights you have, even if they were ugly. If the doc is the problem, reply “doc” and I will resend the link. If the list feels like too much, reply “subtract” and we cut a step. I will not add a module.

Window broken 3 nights (only if a window was assigned after a complete screen)

[Name]. Three nights off the window. Same-day check.

Reply with one of: held-tonight / exception (travel, guests, illness) / safety-change.

If safety-change (breathing, unsafe sleepiness, mania, pregnancy, seizures), stop the window and message a licensed medical professional. I will not tighten the window as a penalty. If this is overwhelm, we subtract.

They want a new technique

No new technique this week. We score wind-down, clock, diary. Pick one and run it tonight.

---

Day-7 review (20-30 min)

Open the doc. Do not open a new slide.

Say:

“We are scoring the protocol gate. We are not scoring hours. Flat TST is not a fail. Ugly nights are not a fail. Window misery after a cleared screen is not a fail.”

Count, out loud:

• Wind-down Y nights in a row: __ . Pass if 3 consecutive and the list is written.
• Clock out of reach Y nights in a row: __ . Pass if 3 consecutive documented ticks.
• Diary nights entered with ticks: __ / 7. Pass if ≥5.

Hit = at least one pass.

If hit

Say:

“Day-7 win is [type]. I am writing that on the sheet. Daily accountability from here is Davout’s loop: diary plus ticks, 48h silence rule, 3-night window rule, twice-weekly human touch. Path: /workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md. I stay on the 1-1 as your coach. I do not add a celebration module.”

Sheet: status DAY7-WIN. day7_win = Y. day7_win_type = wind-down or clock or scorecard.

Handoff line you write to Davout (internal note, not a client email):

[Name] DAY7-WIN via [type]. Doc: [title]. Exception list started. Screen clear as of [date]. Window assigned: Y/N. Next 2x/week slots: [dates]. Bedell Smith remains on 1-1 sessions. Davout owns daily loop.

If miss

Say:

“The gate is a miss. That is a protocol miss. It is not a medical fail. We run one recovery week on the same three items. We do not add a fourth. Which one item will you defend for 7 more nights?”

They pick one. Rewrite the gate in the doc. Book a day-14 review.

Sheet: status DAY7-MISS. day7_win = N. day7_win_type blank. notes_to_self: recovery-week on [item].

After that recovery week, Davout owns ongoing even if the recovery week also misses. You do not invent a third onboarding. Exit script is Davout.

---

What is NOT a day-7 fail

Write these on the review so you do not lie with kindness or with panic.

• Flat TST.
• Ugly nights.
• Long SOL they already had.
• Window misery after a cleared screen (weeks 1-2 expected).
• A wearable “score” that did not move.
• A partner who is still unhappy.
• They did not “feel transformed.”

Rescue for misery: restate why the written step exists, then a safety check against the Jomini list. If safety changed, abort window work and refer. If safety is unchanged, subtract a step.

---

What you will not do in week 1

• Start restriction on an incomplete screen.
• Make hygiene the whole program.
• Open a community or an LMS.
• Accept diary rows in WhatsApp as the system of record.
• Promise that night 3 will be the night they sleep.
• Add caffeine rules, supplement stacks, light gadgets, or a second protocol because you are nervous.
• Invent a 90% success line.
• Score first night asleep, 8 hours, ISI, or “felt better” as the win.

---

Activation point

Davout 09 owns activation candidates. None are frozen before cohort 1 is scored. Slim a/b/c is the onboarding gate and the KPI. It is not a second activation and it is not "the" activation point.

---

Done test for this file

Kickoff ran. Day 0 started only after pay AND this Zoom. Doc live. Three objects installed (wind-down, clock rule, scorecard). Exception list started. 72h touch booked. Day-7 scored as protocol on Slim’s bar, not as sleep. Row says DAY7-WIN or DAY7-MISS. Daily loop handed to Davout.

06 - Website IA + copy deck

DRAFT-FOR-LEGAL. Staging doc. Not a build spec. Not a Webflow ticket. Not to be deployed.

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20

Ready means this doc is done. Do not stand up a site. Steuben can stop launch, ads, and collection. No apply-now that stores prospect data. No email field. No pixel. No quiz. No VSL. No webinar. No testimonial block (no consented non-clinical testimonial exists; do not invent one). No white-coat imagery that implies a clinic. No UK/EU targeting line.

One page. One future CTA, live only after Steuben signs:

Message [founder channel] to book a fit call.

Until that signature, the CTA is copy in this file. It is not a button on the public internet.

Claims only from Monash + Steuben. Claim-bearing paragraphs are marked [CLAIM: pending Monash+Steuben]. Process and effort language is the default.

Tokens you must not replace with guesses: [MONASH: OFFER NAME], [MONASH: PRICE], [MONASH: GUARANTEE TEXT], [MONASH: SEAT CAP], [STEUBEN: PUBLIC DISCLAIMER].

Operator fact for this page: 이성재. Seoul. Fully online. English only. Solo.

---

Napoleon stop rule 2026-08-20: Squarespace trial

You designated a new Squarespace trial as the future public landing page.

Do not treat current trial content as live. Do not publish. Do not paste this deck into Squarespace as a go-live.

Home copy, apply forms, and pixels stay killed until Steuben counsel fact is honest.

Any briefing page on that trial is internal only. It is not a public CTA.

This file (funnel/06) remains the IA and copy source. Later Squarespace IA is mapped against this deck. One page. One future CTA: Message [founder channel] to book a fit call. No apply form. No email field. No pixel. No quiz. No VSL. No webinar.

No publish order exists.

Page IA (order is a stop rule)

1. Hero
2. Who this is for
3. Who this is not for
4. What the work is
5. First 7 days
6. How a fit call works
7. Capacity
8. Public medical / coaching disclaimer
9. Single CTA

No other sections. No logo wall. No “as seen in.” No FAQ accordion that restates medical claims. No chat widget. No cookie banner needed because this page must not ship with a pixel; if a later host forces a banner, Steuben owns that text.

---

Section 1. Hero

H1

Nights that follow a protocol.

Subhead

CBT-I-informed behavioral sleep coaching for adults. Research-backed sleep education and a habit protocol, fitted to your life, with daily-habit accountability. Fully online. English. One-to-one.

[CLAIM: pending Monash+Steuben] The phrase “nights that follow a protocol” is the dream outcome this page is allowed to name. It is a process outcome. It is not a promise that you will fall asleep, sleep a set number of hours, or resolve a medical disorder.

Body

I am 이성재. I work from Seoul. The container is a 6-8 week high-ticket 1-1: [MONASH: OFFER NAME]. Price is [MONASH: PRICE]. I do three things. I give verified research-backed sleep information. I fit a program to your lifestyle and your stated needs. I hold daily-habit accountability.

I do not diagnose. I do not treat insomnia disorder. I do not promise a cure.

Hero CTA line (not wired)

Message [founder channel] to book a fit call.

Design notes (non-clinical)

Text on a plain background. No white coat. No hospital corridor. No stethoscope. No sleep-lab screenshot. No brain scan. No “clinical grade” badge. No HIPAA badge.

---

Section 2. Who this is for

H2

Who this is for

Copy

This page is for adults 18 or older who can work in English on Zoom.

You already spend effort on your nights: apps, hygiene lists, wearables, books, late-night clock checking. You want a written protocol and a human who reads the diary.

You can accept a first win that is a protocol win in 7 days. That means a wind-down you actually run, or a clock you cannot see from the bed, or a scorecard with real nights entered. You can accept ugly nights while those objects are being installed.

You can do the work from the country I am allowed to serve from Seoul. You will tell me your country on the fit call. I will not take the call as a way to store a medical file.

You do not need a medical promise to start. If you need that promise, this is the wrong page. See the next section.

[CLAIM: pending Monash+Steuben] “Research-backed” here means the education and habit protocol are drawn from behavioral sleep methods that Jomini owns as science. It does not mean this page is a medical guideline, and it does not mean a personal result is assured.

---

Section 3. Who this is not for

H2

Who this is not for

Copy

Do not book a fit call if you are under 18.

Do not book a fit call if you want a diagnosis, a treatment plan for insomnia disorder, a CPAP decision, or a reading of a sleep study. I will not do that work.

Do not book a fit call as a substitute for a somnologist or another licensed medical professional if any of the following are true for you (your report or a clinician’s):

• loud snoring, breathing stops in sleep, choking or gasping
• uncomfortable legs at rest with a need to move them
• breathing problems at night that already worry you
• sleepiness high enough that driving or other safety is in doubt
• bipolar disorder or a manic episode, by your report or a clinician’s
• seizures
• work that is safety-critical when you are short on sleep
• pregnancy, or a chance of pregnancy

If those facts are in play, the next step is medical. I will stop a sale on the call and I will point you to a somnologist or another licensed medical professional. I do not take a fee for that referral. I do not name a diagnosis on a sales call.

Do not book a fit call if you need me to guarantee that you will fall asleep, that hours slept will rise by a date, or that a wearable score will move. I do not take clients who need a medical promise to start.

[CLAIM: pending Monash+Steuben] The stop list is a coaching screen. It is not a diagnostic instrument. It is not STOP-BANG, ISI, or an AHI read.

---

Section 4. What the work is

H2

What the work is

Copy

The container is 6-8 weeks of 1-1 coaching. Wrapper name: [MONASH: OFFER NAME]. Price: [MONASH: PRICE].

Session by session we do three actions.

1. Information. I give verified research-backed sleep education. You hear why a rule exists before you run it.
2. Fit. We write a protocol that can sit inside your actual wake time, work, travel, and family constraints.
3. Accountability. You fill a Consensus Sleep Diary plus protocol ticks in a shared doc. I read it. If the diary is silent for 48 hours I reach out the same day. If a sleep window is in force and it breaks three nights, I reach out the same day. You get a human touch at least twice a week.

Min-path protocol objects (Jomini): a sleep window only after a medical screen is complete; stimulus control; circadian anchors; the diary. Hygiene can appear as one module. Hygiene is not the program.

Kickoff is 45-60 minutes. We write a wind-down of 4-6 steps in your words. We set a clock-checking rule: phone and clock out of reach after lights-out. We open the scorecard. We start an exception list (travel, guests, illness). We do not start the protocol in chat before kickoff.

I work on Zoom. I send invoices myself. There is no public checkout on this page. There is no community. There is no app store product hiding under the coaching.

[CLAIM: pending Monash+Steuben] Naming CBT-I-informed methods on this page describes the coaching lineage. It does not claim that you will receive medical CBT-I therapy or that a disorder will resolve.

Guarantee section (process / effort only)

[MONASH: GUARANTEE TEXT]

Until that sentence is filed, the public line is:

I guarantee process and effort: I run the sessions we book, I review the diary you fill, I hold the protocol we wrote. I do not guarantee that you will fall asleep. I do not guarantee hours slept. If you ask for money back, the process is unused sessions and effort conditions. It is never a biological result. Final refund wording is legal: [STEUBEN: REFUND POLICY].

[CLAIM: pending Monash+Steuben]

---

Section 5. First 7 days

H2

The first 7 days are a protocol win

Copy

Onboarding is built to produce a first protocol win in 7 days. The first night asleep is not the target. A better TST, SOL, or WASO number is not the onboarding win.

You hit day 7 if at least one of these is true:

1. Wind-down installed. We wrote the steps. You ran them 3 nights in a row.
2. Clock-checking cut. Phone out of reach in bed, or charging outside the room, 3 nights in a row.
3. Scorecard live. Consensus Sleep Diary plus protocol ticks, on at least 5 of the first 7 nights.

Kickoff is Hour 0. Inside 72 hours we confirm night 1, the first ticks, the exception list, and a human touch. If the diary is silent for 48 hours I reach out the same day.

Ugly nights can sit next to a win. Flat hours can sit next to a win. Window misery in weeks 1-2 can sit next to a win after a cleared screen. We subtract modules when you are buried. We do not add a second protocol to “save” the week.

[CLAIM: pending Monash+Steuben] This section describes effort we will score. It does not describe a clinical response rate. Published dCBT-I completion in the 52-60% range is the failure floor this practice intends to beat with human accountability. That floor is not a promise that 61% of readers will finish.

---

Section 6. How a fit call works

H2

How a fit call works

Copy

A fit call is 30-45 minutes on Zoom. It is a fit both ways. It is not a treatment consult. You can stop at any time.

I offer two or three concrete times in the channel you already use. I send a Zoom link in that channel. I do not use a public booking page. I do not ask you to fill an apply form. I do not capture your email on this page.

On the call I ask how your nights look in your words, what you have already tried, and what stays costly if nothing changes (work, mornings, travel). I run a verbal screen against the medical stop list. If the screen is hot I stop the sale and I point you to a somnologist or another licensed medical professional. That is a correct way to end without taking money.

If the screen is clear, you are 18 or older, we can work in English online, and your country is one I can serve, I tell you how the 6-8 week 1-1 works and I state [MONASH: PRICE]. I ask once. You can say no. I do not discount the core.

If you say yes I send an invoice the same day. Kickoff is booked inside 48 hours of payment. We write the protocol on kickoff, not in the sales chat.

---

Section 7. Capacity

H2

Capacity

Copy

I am one person. Seats are [MONASH: SEAT CAP], read as my real remaining coaching hours, not as a marketing countdown.

If I have room this month I will say so on the fit-call thread, with the actual windows I can sit. If I am full I will say I am full. I will not write “3 spots left” unless three is the true remaining intake.

Scarcity on this page is calendar scarcity. It is honest or it is absent.

---

Section 8. Public medical / coaching disclaimer

H2

Disclaimer

Copy (placeholder grade only)

[STEUBEN: PUBLIC DISCLAIMER]

Until Steuben files the Snore-Formula-grade public text, use this placeholder and do not ship it:

This site, when it exists, will describe behavioral sleep coaching operated by 이성재 from Seoul. Coaching means research-backed sleep education, program fit to lifestyle, and daily-habit accountability. Coaching is not medical care. It is not psychotherapy billed as treatment. It is not a diagnosis of any sleep disorder or other condition. It is not a treatment of insomnia disorder. It is not a device clinic. It is not emergency care.

Do not use this work instead of a physician, psychologist, or other licensed professional. If you have breathing pauses in sleep, unsafe sleepiness, mania, seizures, pregnancy, or another medical concern, contact a somnologist or another licensed medical professional. If you have an emergency, use local emergency services.

No sentence on this page is a guarantee that you will fall asleep, sleep a stated number of hours, or change a clinical score. Any guarantee, when published, will be a process and effort guarantee. [MONASH: GUARANTEE TEXT]

Adults 18 or older only. English only. Fully online.

This placeholder is not counsel-approved. [CLAIM: pending Monash+Steuben]

Steuben owns the final public disclaimer. Replace this entire section when that file is signed. Do not “improve” it in Webflow later.

---

Section 9. Single CTA

H2

Book a fit call

Copy

If you are 18 or older, you can work in English on Zoom, and you want nights that follow a protocol, message [founder channel] to book a fit call.

I will reply with two or three times. I will not send a public calendar link. I will not send a quiz.

Do not put medical records in that first message. One sentence about your nights, in your words, is enough.

Button label (future, unwired)

Message [founder channel] to book a fit call.

Fields on the page: none. No email. No phone box. No “apply.” No checkbox farm. The channel is the channel.

---

Off-page objects this deck refuses

• Quiz or “sleep score”
• VSL or hero video that implies a clinic
• Webinar registration
• Testimonial carousel
• Partner clinic logos
• Supplement or mattress affiliate blocks
• Countdown timer
• Email capture modal
• Pixel / gtag / Meta tag
• UK or EU geo-target line in ads or in <html lang> campaigns
• A second CTA (“download the audit”)

O’Connor’s 3-night wind-down audit stays in the Leads folder. It is not a page section.

---

Legal routing

---

Done test

Counsel can mark this file. A designer cannot build from it yet. You can read every section aloud on a fit call if a prospect asks “what does the page say.” No URL exists. No form exists. No pixel exists.

07 - Show-up / no-show SOP

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20 Agreed column list: 09-spreadsheet-column-lock.md

Manual. Same warm channel that booked the Zoom. You do not run a 5-email sequence.

BOOKED means a named warm adult 18+ agreed to a time, you put it on your private calendar, both of you have the Zoom or Meet link in the same thread, and a spreadsheet row exists.

You own show-up after the row is BOOKED. One operator. Do not dual-run reminders with Leads. O’Connor may keep a hard miss on the warm-list follow-up in leads/02-warm-list-construction-sop.md after Funnel stops.

This SOP covers fit calls (file 02 / file 03) and also kickoff / day-7 Zooms (file 04 / file 05). Same rules. Same reason codes.

Default pings are O’Connor’s two: T-24h and T-2h. Paste intent is his. T-12h extra ping stays only if no confirm by T-12h. That extra ping raises show-up. It is not a sequence.

Do not send a recording of a “training” as a consolation. That becomes a content asset and a claim surface. No consolation VSL.

---

Clock (fit call or kickoff)

Assume booked_datetime_seoul (or kickoff_at) is on the sheet and both of you have the Zoom or Meet link in the same thread. conference_link on the template is the literal text in-thread-zoom until Steuben’s collection gate.

You do not add T-72h, T-48h, or a “sequence.” Two default pings. A third only if they were silent at T-12h.

---

Paste blocks (O’Connor intent)

When the slot is agreed (day 0 of the booking; Leads may have sent this already)

If Leads already sent the confirm line, do not send it again. If the thread still needs it:

[Name], confirmed [day, date, time Seoul] / [their clock if different]. Link: [URL]. If you need to move it, write here. I will ping you once the day before and once the same day.

T-24h confirm

[Name], still good for [time] tomorrow? Same link: [URL]. If mornings are bad that day, send one other time.

For kickoff, keep the same shape. Name the event Kickoff in the first clause if you need the label.

T-12h extra ping (only if no YES / no confirm)

[Name]. I still need a YES on [HH:MM] KST / [their local] to keep the hold. Reply YES or send one other time inside 7 days.

T-2h ping

[Name], on for [time] today. [URL]. I will be there at the top of the hour.

Within 2 hours of a hard miss (offer two new times)

[Name]. I was in the Zoom at [time]. You were not.

I can hold two windows:
1) [Day], [Date], [HH:MM]-[HH:MM] KST
2) [Day], [Date], [HH:MM]-[HH:MM] KST

Reply with 1 or 2, or send one other time inside 7 days. If I do not hear back I will close the hold.

Two new times. Same thread. One message.

---

Show

They join by T+9 minutes (your clock).

• [ ] Status SHOW.
• [ ] shown = Y.
• [ ] Run file 03 (fit call) or file 05 (kickoff / day-7).
• [ ] Do not spend the first 8 minutes on why they were almost late.

If they join after T+10 and you are still there, take the call if you have the minutes. If you do not, treat it as a soft reschedule if they apologized in channel, or as a hard no-show if they did not warn and you already left.

---

Soft no-show (they warn)

They message before T-0 that they cannot make it.

• Reschedule once inside 7 days.
• You offer 2 real windows. They pick one.
• New Zoom link in the same thread. Confirm-back.
• Status stays BOOKED (or PAID if this was kickoff).
• booked_datetime_seoul or kickoff_at updated.
• no_show_count unchanged.
• notes_to_self reason code: conflict or medical or forgot (if they named it in advance as a memory problem) or cooling.

If the warning names a medical red flag (breathing, pregnancy, mania, seizures, unsafe sleepiness): do not reschedule a sales call as if nothing happened. Move to the verbal screen on the new call first, or stop and refer now. referred_out_medical as a date if you stop. red_flag_mention stays a free-text flag (“mentioned breathing”), not a diagnosis.

If they warn a second time:

• One more reschedule only if the first warning was medical or a true conflict you believe.
• If the second warning smells like cooling, park. Status PARKED. notes_to_self: soft-no-show-x2; cooling. Do not chase.

---

Hard no-show (no warn, not in the Zoom)

T+10 minutes, you are alone.

1. Within 2 hours of the miss, send the same-thread text (paste above). Offer two new times.
2. no_show_count = 1.
3. Status stays BOOKED (or PAID for kickoff) until they reply or the new window also dies.
4. notes_to_self reason code: ghost until they explain. Then overwrite with forgot / conflict / cooling / medical.
5. Do not send a recording. Do not send “homework so the slot was not wasted.” Do not send a VSL.

If they take a new window and show: no_show_count stays 1. Continue the path.

If they hard-no-show the second window, or they never reply to the miss text by the end of that 7-day window:

• Status NO-SHOW.
• shown = N.
• Then status PARKED. Funnel stops.
• notes_to_self: hard-no-show-x2 or hard-no-show + ghost.

A NO-SHOW then PARKED row is done for this domain. O’Connor may keep them on the warm-list follow-up in leads/02. You do not. You do not dual-run reminders.

---

Reason codes (use these words in notes_to_self)

Do not write a diagnosis next to medical. Write medical only. File 09: no Q-number in notes_to_self.

---

Kickoff-specific

A paid client who no-shows kickoff is still PAID. closed stays yes. Protocol stays off. Day-7 clock does not start (Day 0 needs pay AND kickoff Zoom).

• Soft: reschedule once inside 7 days, still as close to the 48h rule as your calendar allows.
• First hard: same-thread text within 2 hours, two new times.
• Second hard: stay PAID. notes_to_self: kickoff-no-show-x2. Message once: “Kickoff is the start. I will not run the protocol in chat. When you want the hour, ask. I will not chase.” Then stop. Refunds if they ask: unused work, [STEUBEN: REFUND POLICY].

Do not convert a missed kickoff into a “self-start packet.” That packet is a claim surface and a skipped Hour 0.

---

Day-7 review no-show

• Soft or first hard: one reschedule inside 3 days. You can score the gate from the doc even if they miss, then tell them the score in channel.
• If the doc already proves a hit (Slim bar in file 05), write DAY7-WIN without a second Zoom. Send the three counts. Hand daily loop to Davout.
• If the doc is thin and they ghost the review, status DAY7-MISS. Recovery week still offered once, in one message. Then Davout owns ongoing.

---

What you never do

• A 5-email rescue sequence.
• Dual-running Leads reminders after BOOKED.
• A public “I have openings today” post that uses their first name.
• A consolation training video or PDF “sleep class.”
• A discount to reschedule.
• A second CRM.
• Pinging them on a new channel they did not use (new WhatsApp, new Instagram) to hunt a ghost.

---

Sheet fields this SOP writes

• shown Y/N
• status SHOW / NO-SHOW / BOOKED (rescheduled) / PARKED / PAID (kickoff still owed)
• no_show_count integer
• booked_datetime_seoul or kickoff_at when moved
• notes_to_self reason code
• referred_out_medical as a date if a miss becomes a refer

Log the same hour as the miss. Do not reconstruct a week later from memory.

Old names mapped away: call_at → booked_datetime_seoul. notes → notes_to_self. refer_flag → referred_out_medical. Never write close.

---

Done test

A booked adult either sat in the Zoom, or the row shows a reason code and a legal next status (NO-SHOW then PARKED on a second hard miss), and you sent at most the pings in this file. No recording left your machine. No sequence left an inbox. Leads did not send a second reminder set.

08 - Domain operating charter

Funnel / Website / Onboarding (Lieutenant General Bedell Smith)

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20 Agreed column list: 09-spreadsheet-column-lock.md. One sheet: funnel-tracker.csv.

This charter is the authority document for every file in /workspace/sleep-coaching-business/funnel/. If a later file conflicts with this charter, this charter wins until Napoleon writes a dated exception.

Sheet words, first use here:

• BOOKED: named warm adult 18+ + private calendar + Zoom/Meet in the same thread + spreadsheet row.
• WON: they said yes out loud (verbal_yes = Y). Not money.
• PAID: money is visible on your rails (closed = yes).
• REFER: a hot screen. Stop the sale. Point them to a licensed professional.

---

1. Place in the hierarchy

Emperor
   |
General Napoleon   (integrator; this domain reports only to him)
   |
Lieutenant General Bedell Smith   (Funnel / Website / Onboarding)
   |
Majors: none

No Major sits under this domain. You are the operator who executes the SOPs. You are not a second reporting line. Legal name on contracts and invoice legal lines: 이성재. Napoleon is the only human this LG escalates to. Sister LGs are peers. Do not impersonate them. Do not invent their filings. Use tokens.

Do not message anyone unless they speak first.

---

2. Owns / does not own

This domain owns

• The min-path map from warm reply to day-7 protocol win (file 01).
• Manual booking of Zoom in the existing warm channel (file 02).
• Fit-call script and the single ask (file 03).
• Same-day spoken yes → invoice → pay → kickoff set (file 04).
• Kickoff script and the 7-day first-win gate (file 05).
• Staging website IA and copy (file 06). Later IA for the Squarespace trial you designated is mapped against file 06. The trial is not live. No publish order.
• Show / no-show mechanics (file 07).
• funnel-tracker.csv as the system of record for the funnel.
• Conversion metrics listed in §10.

This domain does not own

Attraction / downsell / continuity SKUs are Monash and are NOT LIVE. This domain will not invent a live downsell to save a no.

---

3. What this work is for

Turn a warm reply into a booked Zoom, a clean fit call, a paid 6-8 week 1-1, a kickoff, and a day-7 PROTOCOL win.

Dream outcome you may name: nights that follow a protocol.

Three actions only: verified research-backed sleep information; a program that fits lifestyle and needs; daily-habit accountability.

Charter language allowed: “CBT-I-informed behavioral sleep coaching” and “research-backed sleep education and habit protocol.”

The path in plain order: attention → conversation → offer → spoken yes. Attention is O’Connor. Conversation, offer-delivery, the ask, and first-win onboarding are this domain. If a step does not raise show-up, spoken yes, or day-7 win, it does not belong.

---

4. Hard boundaries

• Adults 18+ only. English only. Fully online from Seoul.
• Client-paid. No paid medical referral. No paid hospital relationship.
• Forbidden public or spoken claims: “CBT-I therapy”, “treatment of insomnia disorder”, “we diagnose”, “we cure”, “you will fall asleep”, “insomnia cured”, hours-slept guarantees, AHI-as-our-score, diagnosis, treatment, cure + deadline.
• Screen-and-refer is a correct way to end without taking money: apnea signs, RLS, breathing problems, high sleepiness, bipolar/mania, seizures, safety-critical work, pregnancy. Refer to a somnologist or licensed medical professional. Do not label on the call.
• Sleep-window / restriction only after a complete medical screen (Jomini). Hygiene is a module, never the whole program.
• Anti-guarantee is allowed: we do not take clients who need a medical promise to start.
• Refund talk: unused sessions / effort conditions, never biology. Final policy is Steuben.
• Scarcity is real calendar / 3 concurrent seats per 8-week cycle / Slim intake cap. No fake “3 spots.”
• Conservative geo until Steuben: do not invite UK/EU collection. Do not take UK/EU payment.
• No personal WhatsApp archive for health notes. Booking DMs may use the warm channel they already use. After pay, diary and scorecard live in a shared doc.
• Spreadsheet is the system of record. No second CRM for client 1-9.
• Min-path tools only: Zoom + docs + spreadsheet + invoice. Off until Blue Book + (for quiz/VSL/webinar/sequence) client 10: Webflow, LMS, community, Calendly public page, email capture, pixels, quiz, VSL, webinar, 14-email sequence.
• No apply-now that stores prospect data.
• Do not stand up a site. Ready means the doc is done.
• Use filed Monash facts: The Night Protocol Intensive, USD 5,500, 3 concurrent / 8-week cycle, Protocol Completion Guarantee, offer/01 §8. Do not invent a different number. Steuben tokens stay empty.
• Never discount the core.
• Testimonials: none exist that are consented and non-clinical. Do not invent them.
• Claims only from Monash + Steuben. Until Steuben signs, process/effort language and [CLAIM: pending Monash+Steuben] on claim-bearing lines.

---

5. Min-path definition

A path you can run tonight with a phone, Zoom, a sheet, and an invoice method.

Entry: a warm reply in an existing channel (O’Connor produced it). Exit: day-7 protocol win scored on the sheet.

Seven steps, one owner per step: DM/warm reply → booked call → show → close → pay → kickoff → day-7 win.

If you can book a Zoom in a text, no extra funnel is required for client 1.

Min-path protocol objects (Jomini, not ours to rewrite): window + stimulus control + circadian + diary.

Min-path first win: Slim ops/03 only. Wind-down 3 consecutive nights, or clock-checking cut 3 consecutive nights, or scorecard ≥5 of first 7. Clock Day 0 = paid AND kickoff. One scoreboard.

---

6. Decision patterns

1. Cut-test. Does this object raise show-up, spoken yes, or day-7 win? If no, cut it. If yes only for client 10+, write it down and leave it off.
2. Text-can-book → no extra funnel. A person who already replied does not need a page, a quiz, or a magnet to get a Zoom.
3. Ready = doc. A written SOP is the shipped artifact. A live URL is not a success metric for this domain.
4. Token, do not invent. Price, name, guarantee, seat cap, and 72h loop are filed (file 09 §11). Processor, public disclaimer, refund policy: leave the Steuben bracket.
5. Hot screen = correct end without taking money. Stop sale. Log REFER. Do not “save” it.
6. Subtract, do not add. Overwhelm is the first churn reason. Week 1 adds no modules.
7. Honest capacity. If the week is full, say full.
8. Same-hour log. If it is not in funnel-tracker.csv the same hour, it did not happen. Column names: file 09.

---

7. Escalation thresholds to Napoleon

Escalate the same day (KST) when any of these fire. Write facts. Do not wait for a weekly.

Silence from Napoleon is not permission.

---

8. Co-ownership matrix

---

9. Publish / collection stop rule

Nothing in this folder is live.

Do not publish file 06. Do not wire the CTA. Do not add a form. Do not add a pixel. Do not open Calendly. Do not collect email on a page. Do not run ads. Do not post testimonials.

Steuben can stop launch, ads, and collection. A “soft launch to friends” that takes money or stores new prospect data is real-world use. It needs the counsel-engagement fact Steuben named. This charter does not overrule that.

Internal drafting against this pack is allowed. That is what the files are.

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10. Success metrics this domain tracks

Track these ratios on funnel-tracker.csv. Column names are a stop rule in 09-spreadsheet-column-lock.md. Do not track sleep-cure rates. Do not open a second sheet.

Also count (not as losses): REFER volume (referred_out_medical filled). A high refer rate can be a healthy screen.

Do not count DAY7-MISS as a medical fail. Count it as an onboarding miss.

Do not report TST / SOL / WASO as domain KPIs.

Client 1 has no stable rate. Do not invent a spoken-yes-rate target. Write the six ratios as fractions with small denominators (1/1, 0/1).

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11. Change-control

A file in this folder is revised only by this process:

1. You or Bedell Smith draft a dated rewrite.
2. If the change touches claims, collection, refunds, geo, forms, or public sentences: Steuben must initial before the rewrite is treated as operable.
3. If the change touches price, name, guarantee, or a second SKU: Monash must file the token first.
4. If the change touches the 72h loop, Horsemen, or exit: Davout files; this domain replaces mechanics with /workspace/sleep-coaching-business/delivery/09-first-72-hour-activation-loop.md and keeps the day-7 gate unless Napoleon orders a gate change.
5. If the change adds a tool: Slim veto applies.
6. Napoleon is told on any E-id trigger above.
7. Stamp the new date. Keep STATUS: DRAFT until Steuben signs the Blue Book and Napoleon writes go-live.
8. Do not silently edit tokens into invented numbers.

The CSV header is a stop rule in 09-spreadsheet-column-lock.md. Do not add a medical column. Do not revive date_in, handle, source, call_at, close, refer_flag, or notes. Status values stay in the agreed set unless this charter is revised:

NEW, BOOKED, SHOW, NO-SHOW, REFER, WON, LOST, PAID, KICKOFF, DAY7-WIN, DAY7-MISS, PARKED

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12. What “done” means

Client 1 (and 2-9)

Done = you can run steps 1-7 with Zoom, the sheet, an invoice method, and files 02-05 and 07, without a site, without a form, without a pixel, without a discount, and without a medical claim.

Client 1 is done for this domain when the row reads DAY7-WIN or DAY7-MISS plus a Davout handoff note. A REFER on the fit call is also a complete, correct use of the path.

Client 10

Done for the next phase only after: ten paying clients exist, Steuben has signed the Blue Book, and Napoleon opens the question of quiz / VSL / webinar / sequence. This domain may then draft those objects. It may not sneak them in at client 4 because “the funnel feels thin.”

A public page, if it ever ships, ships from a later revision of file 06 after Steuben. Shipping is not part of client-1 done.

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13. Operator facts (do not romanticize)

Legal name: 이성재. Seoul. Solo. No audience. Limited money. High-ticket 1-1 behavioral sleep coaching. Client-paid.

Work inside that constraint. Do not design a machine that needs a team, an LMS, or an ad account to get client 1 on a Zoom.

09 - Spreadsheet column lock

STATUS: DRAFT. Not live. No public URL. No forms. No pixels. Owner: Lieutenant General Bedell Smith (Funnel / Website / Onboarding) Reports to: General Napoleon Date: 2026-08-20 Agreed 2026-08-20: five conflict resolutions stay as written below.

This file is the source of truth for the one funnel sheet. Treat the names in section 3 as a stop rule for column names. Do not rename them. Sister domains do not open a second tracker.

Sheet path: /workspace/sleep-coaching-business/funnel/funnel-tracker.csv

The sheet is a template until Steuben opens the collection gate. Fictional rows only. No real names, emails, phones, or sleep rows on disk.

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1. BOOKED (stop rule)

BOOKED means a named warm adult is on a real Zoom. A conversation is BOOKED only when all four are true:

1. A named warm adult, 18 or older, agreed to a time in an existing 1-1 channel.
2. You put that time on a private calendar you control.
3. Both of you have the Zoom or Meet link in the same thread.
4. A row exists on this sheet with the columns in section 3.

If any one is missing, status may not be BOOKED. "We should talk sometime" is not booked. A public booking page that captured a stranger's email is a banned artifact and is not booked.

Zero public form. Zero Calendly. Zero email capture.

O'Connor owns getting a named warm adult to that row. After the row exists, you (Bedell) alone own show, spoken yes, pay, kickoff, and day-7. O'Connor does not dual-remind.

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2. One sheet, two writers

Do not keep a CRM, an ESP list, or a second csv.

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3. Column lock (exact names)

Order on the csv header is the order below.

3A. O'Connor fields (accepted as written)

3B. Bedell extras (minimum. No medical columns)

3C. Forbidden on the row

Purchased emails. Scraped handles. Quiz answers. Sleep-diagnosis labels. Wearable exports. A copy of a Night 1 log stored as a health record. Card numbers. Real prospect identity before Steuben's collection gate.

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4. Dropped Bedell v1 names

Napoleon lock B: verbal_yes = spoken yes. closed = money in.

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5. Status values

Happy path: NEW → BOOKED → SHOW → WON → PAID → KICKOFF → DAY7-WIN

Side states: NO-SHOW, REFER, LOST, PARKED, DAY7-MISS

WON is not money. PAID and closed=yes fire together.

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6. Show-up (Napoleon lock A)

After BOOKED, Bedell alone runs show-up. O'Connor does not dual-remind.

Default pings, same thread, O'Connor paste intent:

• T-24h confirm
• T-2h ping
• T-12h only if no confirm by T-12h

First hard miss: one same-thread message within 2 hours. Offer two new times.

Second hard miss: status NO-SHOW, then PARKED. Funnel stops. O'Connor may keep warm-list follow-up in leads/02-warm-list-construction-sop.md.

No 5-email sequence. No consolation recording. No public reminder tool that stores a new list.

SOP: 07-show-up-no-show-sop.md

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7. Invoice and kickoff (Napoleon lock E)

Do not start the protocol before kickoff. Do not take live money against a DRAFT stamp. Live money waits on Steuben.

Working refund until [STEUBEN: REFUND POLICY]: unused work, full refund before kickoff if asked. After kickoff, unused sessions / effort conditions (Monash Protocol Completion Guarantee). Never biology.

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8. Day-7 bar (Napoleon lock D)

One scoreboard. Slim ops/03-day-7-first-win-standard.md. Bedell owns the week 0-1 checklist. Davout owns miss recovery and the 72h loop.

Clock Day 0 = payment received AND kickoff Zoom completed. Invoice alone does not start Day 0.

A day-7 win is one of:

Any one is enough. Not a win: first night asleep, 8 hours, ISI, "felt better," TST/SOL/WASO movement.

Old Bedell v1 (≥4/7 wind-down, uncounted clock cut) is retired.

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9. PII residual (Napoleon lock C)

Slim ops/05-tool-list.md forbids prospect names on the sheet until Steuben's collection gate. This schema is the agreed template anyway, because Napoleon called the spreadsheet the funnel and O'Connor's BOOKED test needs a named row.

Until that gate:

• Header may exist.
• Example rows must be fictional (Priya, Marcus).
• No real names, emails, phones, or sleep rows on disk.
• conference_link stays in-thread-zoom / in-thread-meet on any shared copy.

After the gate: same columns. Real first names allowed. Still no diagnosis, wearable export, quiz payload, or card data.

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10. Confirmations (O'Connor leads/06 §8)

1. Section 3A accepted. Section 3B is the minimum extra operational set. No medical column added.
2. Private calendar + Zoom/Meet link in-thread accepted. No public booking page until Steuben clears collection.
3. Close → pay → kickoff is 04-close-pay-kickoff-checklist.md. Slim method + seat-ledger. Founder sends. closed = money on rails. Bedell schedules kickoff. Davout Hour 0. Leads ticks closed only when money is in.

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11. Tokens (filled where sister files exist)

Honest seat language only. If 3 seats are open, say 3 are open. Do not say "only 3 spots left" when 2 are empty.

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12. Ready test

File 09 is done when a founder can open the csv header, name every column, and know who writes it. Ready = the doc is done. No URL. No form. No pixel.

Live client 1 still waits on Steuben collection + money residual. Slim intake cap today = 0.

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13. Fit-call screen lock (Napoleon 2026-08-20)

Spoken screen is Jomini 03 §17 only. Path: /workspace/sleep-coaching-business/sleep-science/03-intake-screen-content.md.

Ten Yes/No. Read verbatim. Mark FIT or REFER. Any HOT stops remaining questions and kills the window-track sell. Do not invent a second quiz. Do not store item-level answers until Steuben certificates. referred_out_medical = date on REFER. No Q-number in notes_to_self.