121 Group
Strategy · Brand · Digital · Growth
Presents a Client Blueprint For
Neil Lekamwasam
A Brand · Business · Launch Blueprint

Transform Your Reality

Step Into Who You're Becoming.

A complete brand identity, three-phase business model, and launch roadmap
architected by 121 Group for Neil Lekamwasam.

121 Group A note from our founder
“Built based on lived experience with a generous serving of Love.”
— Adam Ducquet  ·  Founder, 121 Group
See The Brand → View The Model
Prepared 21 April 2026 • Private & Confidential • For Neil's Eyes
Intel · From Our Discovery Call

What this conversation revealed.

Every strategic call with us is mined for signal. Here's what we heard on 20 April 2026 — and what we're building against.

4 mo
To Go Live
Neil's stated target: “online within four months.”
10–12 mo
Runway
Personal savings buffer. Revenue needed before this runs out.
4
Day Week
4 days × 4 sessions = 16 client sessions weekly. Lifestyle by design.
110%
Capacity Asked
Neil: “I need 110% of my capacity because I must make a difference.”
121 Group Recommended Go-Live Target
Thursday, 21 August 2026

Four months from brief. One month buffer for brand finalisation, content capture, and soft-launch to Neil's existing Instagram audience before public launch.

121 Group
Agency of Record
Strategy · Brand · Digital · Growth
Prepared By
Adam Ducquet · Founder
Contact
adam@121group.io
01 · Brand System by 121 Group

An identity built to transform.

Tony Robbins' fire. Sadhguru's stillness. Neil's lived experience. A brand that holds ancient wisdom and modern power in the same hand — designed and systemised by the 121 Group brand team, in Neil's own voice.

A Word From Neil — In His Own Voice
Extracted from our discovery call, 20 April 2026

“It's not about trying to change yourself. It's to be completely different.”

“I'm not here to solve your problem. I'm here to create a new reality for you to begin with.”

“It's not about moving away from your problem. It's about galloping towards a new reality altogether.”

“I'm not doing this for me. I'm doing this for a bigger cause. I need 110% of my capacity because I must make a difference.”

“When I'm in zone, I don't need to sleep.”
— Neil Lekamwasam
Positioning

For Australians who feel stuck — in a career, a marriage, an identity, a story they never chose — Transform Your Reality is the leadership practice that helps you dismantle the old self and step, deliberately, into who you're becoming.

The Signature

Not a logo in the corporate sense. A signature — Neil's own name, scribed by hand in ink. Because the brand is the man. When Neil puts his name on something, it's a personal stamp. This mark carries that same weight.

Neil Lekamwasam
Primary Signature
Neil Lekamwasam
TRANSFORM YOUR REALITY
Step Into Who You're Becoming.
Full Brand Lockup
Neil Lekamwasam
Ink on Parchment · Print / Light BG
Why a signature, not a logo

Logos belong to corporations. Signatures belong to humans. Neil's work is deeply personal — one soul meeting another. The brand mark should feel the same: as if Neil himself scribed it onto the page. This is his word. His hand. His name on what he stands for.

The Palette

Cosmic depth. Sacred flame. Electric breakthrough.

Cosmic Indigo
#0B0B1F
Foundation. The night before dawn.
Saffron Gold
#E8A94C
Primary. Flame of transformation.
Sacred Crimson
#C0392B
Support. Warmth. Devotion. Heart.
Electric Teal
#2EC4B6
Accent. Breakthrough. Forward motion.
Parchment
#F5F1E8
Light. Text on dark. Ancient paper.

Typography

Aa
Playfair Display · Headlines
Wisdom. Weight. Gravitas.
Aa
Inter · Body & UI
Modern. Clear. Confident.

Voice

Neil's voice is ancient and modern at once. The voice of someone who has walked through fire and come back carrying a lamp.

  • ✓ Directnever preachy
  • ✓ Warmnever soft
  • ✓ Ancient wisdomin modern language
  • ✓ “I've been there”not “let me teach you”
The Method

Not one modality. A channel.

Neil doesn't position as a hypnotherapist, an NLP coach, or a yogi. He's all of them — and none of them. The method is whatever comes through in the moment. The brand reflects that: no specialisation, no niche addiction, no “move away from” language. A single focus: galloping towards a new reality.

NLP

Rewiring language, identity, and pattern at the level where belief becomes behaviour.

Hypnotherapy

Accessing the subconscious layer where the old stories were written — and writing new ones.

Energy Transmission

Direct state transfer. What Neil calls “the transmission.” Presence that moves presence.

Yogic Traditions

Meditation, breath, lineage. The ancient architecture underneath everything else.

Positioning Principle — 121 Group Brand Direction

Per Neil's brief: do not market the modalities. Don't lead with “hypnotherapy,” “NLP coaching,” or “anxiety treatment.” Lead with the new reality. The method reveals itself to the client once they're in the room. The brand promises the destination — not the vehicle.

02 · Business Model by 121 Group

Three phases. One movement.

Pressure-tested by 121 Group against your numbers and our decade of scaling Australian businesses. Sequenced for compounding growth — every phase earns the right to the next.

$19,200
Phase 1 · Monthly Max
1-on-1 Coaching
$52,500
Phase 2 · Monthly Max
+273% growth
$78,750
Phase 3 · Monthly Max
+410% growth

The Revenue Ramp

Maximum monthly revenue potential across the three phases.

Phase Offer Fee Capacity Monthly Revenue Growth
Phase 1 1-on-1 Clients $300 / session 64 sessions / mo $19,200 Baseline
Phase 2 Group Programs (21 pax) $2,500 / pax 24 active pax / mo $52,500 +273%
Phase 3 Large Programs (150+ pax) $750 / pax 105 active / mo $78,750 +410%
03 · Phases In Depth

How it compounds.

Each phase is a complete business in itself — and each one builds the asset base (proof, audience, authority) that unlocks the next. Orchestrated by 121 Group.

1
Months 1 – 6

Foundation — The 1-on-1 Container

Deep, high-touch transformation work. One client at a time. Two-hour sessions. This is where the method gets forged, the stories get gathered, and the proof base is built for everything that follows.

The Client Journey · As Neil Described It
STEP 1
Consultation & Treatment Plan
Diagnosis session. ~half the program fee. Determines the glide path.
STEP 2
3 Consecutive Weekly Sessions
Back-to-back. Creates sustainable change. Requires commitment upfront.
STEP 3
Glide Path to Stability
Ongoing support programs until the client reaches their stability point.
“It's a glide path. I need your commitment. I need xyz. If you're ready to start, it's going to need three sessions consecutively.” — Neil
$300
Per Session
16 / 64
Weekly / Monthly
$19,200
Max / Month
Strategic purpose: Build proof. Gather testimonials. Refine the method. Every 1-on-1 client becomes a future case study and Phase 2 referral source.
2
Months 6 – 12

Growth — Group Transformation Programs

Three-month cohort programs, up to 21 participants each. Run concurrently and staggered — so while one group finishes, the next is already mid-flight. This is the leverage layer.

$2,500
Per Participant
21 × 6
Cohorts / Cycle
$52,500
Max / Month
Concurrent Cohort Stacking
M1
M2
M3
M4
M5
M6
Group 1
8
8
8
Group 2
8
8
8
Group 3
8
8
8
Group 4
8
8
8
Group 5
8
8
Group 6
8
Active
8
16
24
24
24
24

New cohort every month. Steady state: 24 active participants / month across overlapping groups — revenue compounds without capacity collapse.

Strategic purpose: Leverage. One-to-many without losing depth. This is where the business becomes a real business.
3
Month 12+ · Ongoing

Scale — Large Transformation Experiences

Signature large-format programs. 150+ participants at a time. This is no longer coaching — this is a movement. A category. A stage with Neil at the centre of it.

$750
Per Participant
150 / 105
Live / Active
$78,750
Max / Month
Strategic purpose: Movement. Impact. Category leadership. Transform Your Reality becomes a name Australians know.
Phase 4 · On The Horizon

Global. Tony Robbins tier.

Per Neil's vision: “Phase 4 is around the globe. Specialised packages up to $50k. It'd be like Tony Robbins.” We've scoped it here because it informs every choice we make now. The brand we build in Phase 1 has to hold this weight in Phase 4.

$50k+ per package
Global speaking & retreats
1,000+ at a single event
When we build Phase 1, we build with Phase 4 in the rear-view mirror.
04 · The 121 Group Build

What 121 Group builds for you.

You bring the wisdom, the lived experience, and the work with the client. 121 Group builds everything else — the brand system, the digital infrastructure, the funnel, the fuel. It's what we do for every client on our roster.

Phase 1 Launch Weeks 1 – 8

Foundation Build — Get Neil's first 1-on-1 clients through the door.

Brand Identity System
Logo, wordmark, palette, typography, brand guidelines PDF
Website — transformyourreality.com.au
Conversion-focused. Built to turn cold visitors into discovery calls.
Booking & Payment Funnel
Calendly + Stripe. $300 sessions booked and paid automatically.
Lead Magnet
“The 5 Signs You're Ready to Transform” — PDF opt-in
7-Email Welcome Sequence
Nurture subscribers from opt-in to first session booking.
LinkedIn Profile Rebuild
Neil as the face of the brand. Banner, bio, featured content.
Google Business Profile
Local presence. Reviews infrastructure. Australia-wide visibility.
Full Tracking Stack
GA4 + Meta Pixel + conversion tracking from day one.
Phase 2 Launch Months 3 – 6

Growth Engine — Fill the first 21-pax cohort. Then the next. And the next.

Cohort Launch Page
Pre-sell mechanism for each group program intake.
Application & Screening Funnel
Qualify the right participants. Protect the cohort quality.
Content Engine
Weekly LinkedIn posts + Instagram Reels from Neil's existing material.
Google Ads + Meta Ads
Targeted paid acquisition for cohort seats. AU-wide reach.
Testimonial Capture System
Turn Phase 1 clients into Phase 2 proof — video & written.
Cohort Delivery Platform
Private portal. Zoom integration. Resources library.
Phase 3 Launch Month 6+ · Ongoing

Movement Infrastructure — Become the voice of transformation in Australia.

Event Platform
Registration, livestream, post-event community for 150+ pax events.
Podcast / Media Presence
Neil as host. Neil as guest. Neil as the name people know.
Affiliate & Partner Program
Past participants become paid ambassadors — organic scale.
Full Marketing Operations
CRM + automation + attribution + monthly growth reporting.
05 · The 90-Day Launch Plan

Reverse-engineered from Day 90 backwards.

At 121 Group we don't start at the beginning. We start at the outcome and walk backwards. Below is the full 90-day instructional roadmap to take you from zero brand to five paying clients, a live funnel, and a content engine running on autopilot.

The 121 Group Methodology

Start at the destination. Reverse the map.

Most launches fail because they start with “what should we make first?” We start with “what does Day 90 look like when this has worked?” — then reverse-engineer every asset, every tactic, every hour backwards from there.

The plan below is not theoretical. Every asset listed gets built. Every tactic listed gets deployed. Every hour listed gets tracked. This is what a real launch looks like.

Day 90 · What Success Looks Like
5+
Paying 1-on-1 Clients
Active on the 3-session glide path
20+
Discovery Calls Booked
Pipeline for months 4–6
500+
Email Subscribers
Phase 2 cohort launch audience
90
Pieces of Content Live
Posts, reels, emails, articles

The Three Sprints

Each sprint is 30 days. Each one earns the right to the next.

30
Foundation
Build the house
60
Activation
Turn the lights on
90
Acceleration
Compound the results
Sprint 1 · Days 1–30 Foundation

Build the house before the guests arrive.

Brand. Signature. Site. Tracking. Email. Booking. Nothing goes public until the foundation is unshakeable. No launch announcements, no ads, no big push — just quiet, relentless building.

Sprint Goal
Day 30: go-live ready
Week Focus Assets Produced 121 Group Hrs Neil Hrs
Week 1 Brand & Positioning
Finalise signature, icon kit, palette, voice guide. Lock the tagline. Buy the domain.
 Signature · Icon Kit · Brand Guide PDF · Domain · Brand voice doc · Tagline sign-off 24 6
Week 2 Website Build
5-page site: Home, About Neil, The Work, Book a Session, Contact. Mobile-first. Copy written in Neil's voice.
 Site design · Site build · Copy for 5 pages · Photography shot list · Staging URL 32 8
Week 3 Funnel & Infrastructure
Calendly + Stripe integration. Email platform (Klaviyo / ConvertKit). GA4 + Meta Pixel. Lead magnet build.
 Booking flow · Payment processor · Email platform · 7-email welcome sequence · Lead magnet PDF · Full tracking stack 28 4
Week 4 Content Seed & Soft Launch
Record 10 foundational pieces of content. Rebuild LinkedIn & Instagram bios. Launch to close circle only.
 10 Reels · 5 LinkedIn posts · LinkedIn profile · Instagram profile · Google Business Profile · Close-circle email 20 12
Sprint 1 End state: site live, funnel firing, first content in the wild 22 assets built 104 hrs 30 hrs
Day 30 KPIs — What we measure
✓ Website live & indexed
✓ Booking flow tested (5 test bookings)
✓ Tracking verified in GA4
✓ 50+ emails on list (close circle)
✓ First 1–2 founders'-rate clients booked
✓ 15+ content pieces ready to publish
Sprint 2 · Days 31–60 Activation

Turn the lights on. Announce the arrival.

The Instagram warm-launch. First ads go live. Content engine fires weekly. First client testimonials captured. We stop being invisible.

Sprint Goal
Day 60: pipeline alive
Week Focus Assets / Tactics 121 Group Hrs Neil Hrs
Week 5 Public Launch
Official brand reveal. Instagram announcement series. Founder's rate offer to warm audience. First 3 Reels posted.
 Launch announcement post · 3-part IG story series · Founder's-rate landing page · Press-release-style LinkedIn post 22 10
Week 6 Paid Media Goes Live
Google Ads (search intent) + Meta Ads (retargeting warm audience + lookalike). First $1,000 in test spend.
 3 Google Ad campaigns · 4 Meta ad creatives · Landing page A/B variants · Audience builds · Pixel events configured 26 4
Week 7 Content Engine Rhythm
Weekly posting cadence locked: 3 Reels, 2 LinkedIn posts, 1 email, 1 blog. First podcast guest outreach.
 Content calendar (90 days) · 7 Reels produced · 5 carousels · First email newsletter · Podcast pitch template 24 10
Week 8 Testimonials & Social Proof
Capture video testimonials from first 3 founders'-rate clients. Restructure homepage with real proof. Review generation.
 Testimonial capture kit · 3 video testimonials · Homepage social-proof section · Google review request flow · Case study #1 20 8
Sprint 2 End state: ads running, content weekly, first proof captured 28 assets + tactics deployed 92 hrs 32 hrs
Day 60 KPIs — What we measure
✓ 3–5 paying clients active
✓ 10+ discovery calls booked
✓ $500–$1,500/mo ad spend returning CPL < $80
✓ 250+ email subscribers
✓ 30+ content pieces published
✓ 3 video testimonials banked
Sprint 3 · Days 61–90 Acceleration

Compound everything. Prepare for Phase 2.

Double down on what's working. Kill what isn't. Seed the Phase 2 cohort waitlist. Build partnerships. Turn 90 days of work into a system that runs without constant hand-holding.

Sprint Goal
Day 90: engine compounding
Week Focus Assets / Tactics 121 Group Hrs Neil Hrs
Week 9 Optimise & Scale Ads
Kill losing ads. Scale winners 2x. Add YouTube pre-roll. First SEO content pieces published.
 Ad optimisation report · 5 new ad variants · YouTube channel setup · 3 long-form SEO blog posts 22 6
Week 10 Phase 2 Cohort Waitlist
Announce the first group program. Build application funnel. Warm Phase 1 clients are first invites.
 Cohort landing page · Application form · 3-email waitlist sequence · Cohort pricing strategy · Delivery platform spec 26 6
Week 11 Partnerships & Podcast
Record 3 podcast guest appearances. Secure 2 partner affiliates. Local media / newsletter outreach.
 Podcast pitch pack · Partner agreement template · Media list (30 contacts) · Outreach sequences · Affiliate tracking setup 20 14
Week 12 Systems & Handover
Document every system. Train Neil (or VA) on the weekly rhythm. 90-day review + next 90 plan.
 SOP library (15 docs) · Weekly rhythm doc · CRM setup · Automation audit · 90-day performance report · Next-90 plan 24 8
Sprint 3 End state: self-sustaining engine, Phase 2 waitlist alive 24 assets + tactics deployed 92 hrs 34 hrs
Day 90 KPIs — Full success criteria
✓ 5+ active paying 1-on-1 clients
✓ 20+ discovery calls/month pipeline
✓ CPL under $60
✓ 500+ email subscribers
✓ 90+ content pieces published
✓ Phase 2 cohort waitlist at 40+
✓ 3 podcast appearances live
✓ 2 affiliate partnerships signed
The Deliverables

74 assets. Every one built.

Below is the complete asset inventory. Not a wish list — the actual build sheet. Every item has an owner, a sprint, and a go-live deadline.

Brand System

12 assets · Sprint 1
  • Signature wordmark (vector)W1
  • Full brand lockup (3 variants)W1
  • 12-icon custom iconography kitW1
  • Colour palette & gradient systemW1
  • Typography stack & hierarchyW1
  • Brand voice & messaging guideW1
  • Tagline & positioning lock-inW1
  • Brand guidelines PDF (30pg)W1
  • Business card designW2
  • Email signature templateW2
  • Social media templates (10)W4
  • Photography shot list & directionW2

Digital Infrastructure

16 assets · Sprints 1–2
  • Domain + hosting + SSLW1
  • Website design (5 pages)W2
  • Website build & deployW2
  • Copywriting (5 page copy)W2
  • Calendly integration + booking flowW3
  • Stripe setup + tax configW3
  • Email platform (Klaviyo/ConvertKit)W3
  • GA4 + Tag Manager configurationW3
  • Meta Pixel + CAPI eventsW3
  • Conversion tracking (Google + Meta)W3
  • Google Business ProfileW4
  • Search Console + sitemapW5
  • CRM setup (HubSpot Free)W6
  • Zapier automations (8 flows)W6
  • A/B testing frameworkW6
  • Performance dashboard (Looker)W12

Content & Creative

26 assets · All sprints
  • Lead magnet PDF (“5 Signs You're Ready”)W3
  • 7-email welcome sequenceW3
  • 90-day content calendarW7
  • Instagram Reels (40 pieces)W4–12
  • Instagram carousels (15 pieces)W5–12
  • LinkedIn posts (20 pieces)W4–12
  • Weekly email newsletter (12 issues)W4–12
  • Long-form blog articles (6)W9–12
  • Video testimonials (3 edited)W8
  • Case study write-ups (2)W8, W12
  • Homepage hero video (90sec)W5
  • “About Neil” story film (3min)W6
  • YouTube channel + 4 videosW9

Paid Media & Growth

20 assets · Sprints 2–3
  • Google Ads search campaigns (3)W6
  • Google Ads keyword research (120 kw)W5
  • Google Ad copy variants (12)W6
  • Meta Ads creative set (8 variants)W6
  • Meta retargeting audiences (5)W6
  • Meta lookalike audiences (3)W6
  • Landing page A/B variants (3)W6
  • YouTube pre-roll ads (2)W9
  • SEO content plan (30 topics)W9
  • Podcast pitch pack + media kitW11
  • Media outreach list (30 contacts)W11
  • Affiliate program + trackingW11
  • Phase 2 cohort landing pageW10
  • Cohort application funnelW10
  • 15 Standard Operating ProceduresW12
  • 90-day report + next-90 planW12
The Marketing Stack

12 channels. Each one earns its place.

Not every channel deserves attention in the first 90 days. Below is the full stack, layered by when it switches on, what it does, and how we measure it. The discipline is in what we don't do yet.

Channel Purpose & Tactic Switches On Primary KPI Budget / mo
Owned Website
Conversion engine
 Turns every visitor into a booking or email subscriber. Every other channel funnels here. A/B tested continuously. Day 14 Visitor→booking rate
Target: 3%+
 $50
Instagram (Organic)
Warm audience
 Neil's existing audience. Reels + stories + carousels. 3 Reels / week. Authority & heart content. Day 30 Reel reach & saves
Target: 5k+ /wk
 $0
LinkedIn (Organic)
Authority
 2 posts / week. Long-form thought leadership. Connects Neil to corporate audience for Phase 2 cohort. Day 30 Post impressions
Target: 2k+ /post
 $0
Email Marketing
Nurture
 Lead magnet capture → 7-email welcome → weekly newsletter. Highest-ROI channel long-term. Day 21 Open rate & CTR
Target: 40% OR / 8% CTR
 $30
Google Ads (Search)
Intent capture
 Capture Australians actively searching: “life coach,” “transformation coaching,” “mindset coach Sydney,” etc. Day 42 Cost per booking
Target: < $80
 $800–$1,500
Meta Ads (Retarget)
Conversion
 Retarget site visitors + IG engagers with discovery-call offer. Highest ROAS segment. Day 42 ROAS
Target: 4x+
 $400–$800
Meta Ads (Lookalike)
Cold acquisition
 Lookalikes built from email list + warm IG audience. Scales to new Australians who match the avatar. Day 49 Cost per lead
Target: < $15
 $300–$600
Google Business Profile
Local / trust
 Appears on Maps + local searches. Review generation engine. Free authority anchor. Day 28 Review count & rating
Target: 10+ reviews, 4.9+
 $0
SEO (Organic Search)
Compounding traffic
 Long-form articles targeting high-intent queries. Payback: 6–12 months but permanent. Day 60 Organic sessions /mo
Target: 500 by Day 90
 $0
YouTube
Long-form authority
 4 pillar videos in Sprint 3. Discovery engine. Feeds Reels + shorts + podcast clips. Day 63 Watch time
Target: 500 hrs /mo
 $0
Podcast (Guest)
Borrowed audience
 3 guest appearances in Sprint 3. Pitched via media kit. Instant authority transfer. Day 70 Appearances booked
Target: 3 live
 $0
Affiliate & Referral
Compounding
 Past clients become ambassadors. 10% commission or reciprocal. Organic trust compounds. Day 77 Partner sign-ups
Target: 2 active
 $0
$1,580
Sprint 1 Total Spend
Tools, hosting, email, domain
$4,580
Sprint 2 Total Spend
+ $3,000 ad spend (test budget)
$5,880
Sprint 3 Total Spend
+ $4,000 ad spend (scaled)
The Workload

288 hours. Here's who does what.

The honest truth about what building this takes. 121 Group carries ~77% of the build weight. Neil's hours are mostly filming, approvals, and being the face.

121 Group Hours · 288 total

Sprint 1 · Foundation104 hrs
Sprint 2 · Activation92 hrs
Sprint 3 · Acceleration92 hrs
Strategy & planning36 hrs
Brand & design42 hrs
Website & dev48 hrs
Content production58 hrs
Paid media management46 hrs
Analytics & reporting24 hrs
Project management34 hrs

Neil's Hours · 96 total

Sprint 1 · Foundation30 hrs
Sprint 2 · Activation32 hrs
Sprint 3 · Acceleration34 hrs
Filming content (Reels, stories)32 hrs
Approvals & brand calls14 hrs
Discovery calls (prospects)18 hrs
First client sessions20 hrs
Podcast recordings6 hrs
Testimonial captures6 hrs
≈ 1 day / week across 90 days — leaves Neil 4 days / week for client work & life.
Total Build Weight
384
Total Hours
74
Assets Built
12
Channels Activated
77%
Agency-Side Work

This is what a real launch takes. Not a landing page and a hope. A full 12-week orchestrated build where every asset, tactic, and KPI links to the Day 90 outcome.

The Weekly Rhythm

What every week looks like after Day 30.

Once the foundation is live, the business runs on this weekly rhythm. Predictable. Repeatable. Self-compounding. This is the drumbeat that keeps Neil booked without Neil thinking about it.

Day Neil 121 Group
Monday Review weekend pipeline. 30-min strategy call with 121 Group. Post 1 Reel. Pull analytics report. Set week's ad budgets. Review content calendar with Neil.
Tuesday Client day (4 sessions). Evening: film 2 Reels. Ad optimisation. Email newsletter draft. Community management.
Wednesday Client day (4 sessions). Approve content. 1 LinkedIn post. Edit Reels. Schedule week's content. Podcast outreach (5 pitches).
Thursday Client day (4 sessions). Post 1 Reel. Send email newsletter. Moderate DMs & comments. SEO content work.
Friday Client day (4 sessions). 1 LinkedIn post. Record 1 long-form piece. Performance review. Ads A/B tests. Test new creative.
Sat/Sun Off. Auto-scheduled content keeps posting. Inbox rested. Off. Automated nurture sequences run. Ads run 24/7.
What Could Go Wrong

Risks we've already planned around.

Every launch has the same six traps. We name them upfront and build the mitigation into the plan — so they never become surprises.

Ad costs run hot

High

Google/Meta CPLs in the coaching space can exceed $150.

Mitigation: Start with retargeting (lowest CPL), only scale to cold once ROAS proven. Hard cap $80 CPL.

Neil over-commits on content

High

Burn-out from filming 3 Reels a week while running client sessions.

Mitigation: Batch-film 10 Reels in one 3-hour session monthly. 121 Group edits & schedules.

Conversion rate below 2%

Medium

If site isn't converting, ad spend compounds into loss.

Mitigation: Weekly A/B tests on headline, CTA, proof. Never spend before tracking confirms > 2%.

No-show discovery calls

Medium

Free discovery calls have 30–50% no-show rates industry-wide.

Mitigation: $50 booking deposit (refundable). Triple reminder SMS/email. 24hr confirmation.

Brand voice drifts from Neil

Low

Agency-written copy can feel corporate if not tightly guarded.

Mitigation: Every long-form piece starts from a Neil voice-memo transcription. We edit, never invent.

Phase 2 cohort undersells

Low

First cohort may fill slowly with only 90 days of audience-building.

Mitigation: Start waitlist Day 70. Minimum viable cohort = 8 people. Can launch small, scale from there.
121 Group
“This is the plan whether you run it yourself, with us, or with anyone else. 90 days. 3 sprints. 74 assets. 12 channels. 384 hours. That's what Day 90 with 5 paying clients actually takes.”
— The 121 Group Methodology
Strategic Notes from 121 Group

Lived experience, advising lived experience.

Adam ran a 1-on-1 transformation business at peak — 20 concurrent programs, hard lessons learnt the expensive way. Here's what we'd tell a younger version of us. And what we're telling Neil, now, for free.

01

Protect your calendar before it protects itself.

At peak, Adam had 20 concurrent programs running. Clients called seven days a week. “Check-in calls” became a 24/7 shift. Revenue was strong — the person delivering it wasn't. Build the Phase 1 container with firm edges from day one: 4-day weeks, strict session windows, no ad-hoc access. Scarcity is part of the medicine.

From Adam's call with Neil, 20 April 2026.
02

Review Phase 2 pricing. The math is telling you something.

At $300 per 2-hour 1-on-1, Neil's hourly rate is $150/hr. The Phase 2 group program is 24 hours of contact time (2 hrs × 12 weeks) at $2,500 — which equates to $104/participant/hour. Group pricing is lower per-hour than 1-on-1, which undersells the depth Neil brings to a cohort. Recommendation: model Phase 2 at $3,500–$4,500/participant. Scarcity (21 seats only) supports the premium.

Revenue upside at $3,500/pax:
24 active participants × $3,500 ÷ 3-month cohort = $28,000/month run-rate uplift over current model. Annual: +$336,000.
03

Runs from anywhere. Bali. Byron. Your kitchen.

You mentioned on the call: “I gotta plan my holidays up front.” You don't. The Zoom-native model Adam used to deliver 1-on-1s from Bali, airports, hotel rooms — and that's exactly the infrastructure 121 Group will build you. The product travels with you. Lifestyle freedom is not Phase 4. It's Day 1.

04

Soft-launch to the 'gram. It's already warm.

Neil mentioned: “I've done a whole lot of work in the gram.” That's a pre-warm audience most launches pay six months and five figures in ads to build. 121 Group's plan: announce the brand to that audience first, open Phase 1 bookings to them with a founder's-rate offer, and use their testimonials to fuel the public launch. First five clients, essentially free of CAC.

05 · Suggestions for the Road Ahead

All of this is yours, brother.

There's no bill attached to any of this. No proposal. No pitch. This is a gift from a mate who believes in what you're about to do. Below are a few suggestions for the order I'd tackle things in — take what's useful, leave what isn't, and know that whether you build this yourself or roll with me on parts of it, the outcome I care about is you out there changing lives.

An Offering, Not An Offer

The brand. The signature. The icon kit. The three-phase model. The strategic notes. The go-live plan. All of it — yours to keep, yours to use, yours to ignore. No strings. No invoice. No awkward follow-up.

“I'm not selling you anything. I'm standing next to you.”

Three suggestions on where to focus first

Not packages. Not tiers. Just what I'd do — in what order — if I were starting this from scratch tomorrow.

01
First

Get the signature & the one-page site live

Before anything else. A landing page with your signature, the tagline, a booking link, and a single paragraph in your voice. Something you can point people to. Nothing fancy. Can be live within a week.

Why this first

The longer you stay invisible, the harder it gets to start. Put your flag in the ground. The rest follows.

02
Then

Announce to your existing 'gram audience

You've already done the work on Instagram. Use it. Announce the new chapter there first — a soft launch to people who already know you. Offer a founder's rate for your first 5–10 clients in exchange for their story.

Why this second

Warm audience, zero acquisition cost, real testimonials for the public launch. Saves you months.

03
After that

Capture every session as future fuel

From day one, treat every 1-on-1 as material for Phase 2 and 3. Ask permission to record (audio, sometimes video). A single session transcript can become a podcast episode, five Reels, a blog post, and a testimonial. You're already working — make the work compound.

Why this third

Phase 2 needs proof. Phase 3 needs authority. Both get built inside Phase 1 sessions if you capture them.

If you ever want a hand

Any piece of this — the website, the funnel, the content, the ads — I'm here. No bills, no packages, no stress. Just message me and we'll work out what actually helps. That's what brothers do.

06 · Next Steps with 121 Group

Where we go from here.

1

Read it. Sit with it.

Let it land. Notice what excites you and what doesn't feel like you yet.

2

A coffee. A yarn.

We talk it through. You tell me what lands, what to change, what to scrap entirely.

3

Pick a go-date.

Whether you build it yourself, with us, or somewhere in between — you'll have a launch date by the end of that coffee.

121 Group
A Final Word From The Agency
You said on our call:

“It's the right time. The right vibration. The right collaboration. I'm so honoured to have you on my journey.”

“Neil — you've lived through things most people only read about. That's not a wound. That's a map. At 121 Group, our job is to help Australians like you turn a map into a movement. Right time. Right vibration. Right collaboration. Let's go, brother.”

Adam Ducquet
Founder · 121 Group
Built based on lived experience with a generous serving of Love.
Held, brother. You're very loved.
Let's Talk → Call 0438 595 683