A proposal for Mark Januszewski, Davene Januszewski, and Training Solutions, LLC — turning the work of two decades into an engine that pays off every week, not only every September.
Mark, the asset you have is rarer than the budget you're now ready to put behind it.
Over the last two decades you and Davene have built something that almost no info-business builds — a 26-week container with real outcomes, an alumni base measured in tens of thousands, a body of work that's been bestselling three times over, and a Go90Grow waitlist that, by the math, has been more than a decade long.
The thing that gets called "marketing" inside that business has been almost entirely organic. YouTube. TikTok. The site. Word of mouth from people who graduated. A September enrollment window. Twenty-thousand-plus student blogs doing the SEO work for you, year after year, without you ever paying anyone to do it.
And it's worked. The reason there's a waitlist is because the work is good. The reason there's an annual cohort is because the format matters. The reason there's a "pay-it-forward" scholarship is because the philosophy is consistent. None of this is broken.
The quiz answer you gave us was sharp: "Not enough volume." It's exactly right — but only because the front-end was never designed to carry the kind of volume the back-end can actually serve. You have product depth (MKE, Go90Grow, Master Mindset, books) and audience trust. What you don't have, yet, is a paid + lifecycle infrastructure that turns TikTok discovery on Tuesday into a Master Mindset enrollment in February.
That's the gap. That's what this proposal is about.
A diagnostic, not a pitch. We've sketched the present picture from what your quiz, your sites, your YouTube channel, and your audience footprint tell us — and what changes when the system around the work catches up to the work itself.
| AXIS | WHERE YOU ARE | WHERE THIS TAKES YOU |
|---|---|---|
| Top-of-funnel | All organic — TikTok, YouTube, SEO, alumni referral. Volume capped by the algorithm and the calendar. | Paid acquisition layer that scales the organic discovery — same voice, same craft, ten times the surface area. |
| Revenue rhythm | A September spike for MKE, a Go90Grow waitlist that never opens. One launch window per year. | Evergreen enrollment for the right SKU at the right moment in someone's journey — twelve months of compounding, not one. |
| Audience economics | Email captures into a video sequence; long off-season nurture; no per-subscriber LTV instrumented. | A lifecycle system where every email knows what the reader has already read, watched, bought, and almost bought. |
| Product ladder | Master Key Experience, Go90Grow, Master Mindset, books — separate doors. Most readers only ever see one. | One audience, one ladder. Books open the door, Master Mindset is the on-ramp, MKE is the journey, Go90Grow is the sharpening. |
| Measurement | Blended ROAS / CAC self-reported. No per-channel attribution model. No cohort LTV curve. | A growth dashboard you can read in 90 seconds — CAC by channel, retained-revenue per cohort, lifetime value per door. |
| Founder leverage | You and Davene carry both the brand and the operations. The audience knows you; the system depends on you. | An authority engine — podcast, long-form, repurposing pipeline — that scales the voice without scaling the calendar. |
| Audience surface | ~20,000 alumni blogs doing UGC SEO; YouTube and TikTok in two voices; site funnel one squeeze page deep. | An owned-audience layer — segmented, instrumented, and worth what an info-business's audience should be worth. |
| Compliance posture | Income-claim language varies across pages, channels, and decades of content. | A locked claim framework across paid, organic, and lifecycle — FTC-ready, audience-warmth preserved. |
Directional targets for the first twelve months, anchored to category benchmarks for subscription-and-cohort info-businesses and tuned to your stated budget band. Real numbers get locked on the scoping call once we look at the actual revenue rhythm together.
vs. blended cost today, as paid social adds discovery the organic channels haven't reached.
Non-September revenue as a share of total — the engine running between launch windows.
Growth in segmented, lead-magnet-warm subscribers — not raw signups, the ones who open.
Of MKE-curious traffic converting to Master Mindset as the lower-rung evergreen on-ramp.
Alumni → second SKU rate, with the ladder in place and the lifecycle nurture working between cohorts.
Across paid social, paid search, and the founder-authority lane — measured net of pass-through media.
Every channel — paid, lifecycle, organic, content — gets pointed at one of these four. The point isn't to be everywhere. It's to be the right thing in front of the right person at the moment they're ready.
15+ years in network marketing, three companies deep, has heard every script, sat in every room, and is tired of the chase. Knows your name from a referral and has been on the waitlist for two years.
"I don't need motivation. I need to stop pitching people who were never going to buy."
Read the book. Watched a YouTube. Saved the Instagram post. Knows there's a 26-week cohort each September but can't tell from the site whether they qualify, what it costs, or what happens if they're not "ready" yet.
"I'm waiting for the right time. Tell me what the right time looks like."
Running a $250k–$2M business. Knows the bottleneck is between their ears, not their P&L. Subscribed to two newsletters, half-finished one book on mindset, and would buy a 12-week program tomorrow if it didn't sound like a retreat.
"Give me a program. Not a vibe. Not a movement. A program."
Already an MKE graduate. Has the certificate, the blog, the friend group. Hasn't yet purchased Go90Grow or Master Mindset because no one's mapped what comes next. Quietly the highest LTV cohort in the entire business.
"What's the next room I'm supposed to walk into?"
The single highest-leverage move is to stop treating MKE, Go90Grow, Master Mindset, and the books as four separate businesses sharing a logo.
Today, each SKU has its own funnel, its own moment, its own audience math. We'd rebuild it as one audience-to-product ladder — where a TikTok view in March routes to the right next step for that reader, not the only door currently open.
TikTok, YouTube, podcast guesting, paid social, paid search, alumni UGC, books on Amazon.
A diagnostic quiz that returns a personalized 26-week map. Email opt-in feeds the right nurture sequence.
Different sequences for "MKE-curious," "Go90Grow-ready," "Master Mindset-shaped," "already alumni."
Evergreen Master Mindset cohorts (4×/yr). MKE September stays sacred. Go90Grow opens twice a year. Books and audits run continuous.
MKE graduates routed to Go90Grow and the certification track. Master Mindset graduates routed up to MKE. Books readers routed to all of the above.
A weekly long-form pipeline (podcast or video essay) that becomes the source-of-truth content, atomized down into every channel.
Your audience is allergic to the language of paid marketing. The reason your organic content works is that it's earned. The paid layer has to feel like the same conversation, shot at the same temperature, written in the same voice. We do this with creative concepting in your editorial register, not the agency's.
You've built one of the rarer organic moats in this category — twenty-thousand-plus student blogs, a YouTube channel that's been compounding since before YouTube was an algorithm, a TikTok presence in two voices. We don't touch the voice. We touch the instrumentation around it.
The quiz already segments. The squeeze page already captures. What's missing is the sequence on the other side of opt-in that knows whether the reader has read the book, watched the YouTube, sat the audit, or graduated MKE — and shows them a different next step accordingly.
Today the site funnel is one squeeze page deep — "Yes, send me the skills!" → video drip → annual launch. We'd add an audit-led front door that does what the squeeze page can't: tells the visitor what they actually need next.
The creative register attached to this proposal isn't an attempt to rebrand you. It's a recognition that the work — the IP, the books, the body of teaching — deserves a visual language as considered as the writing. Editorial restraint. Real photography. Type that reads like the inside of a hardcover, not the outside of a webinar.
You told us measurement is "blended ROAS / CAC" today. That's a fine number for a single channel; it doesn't survive the multi-channel system we're proposing. We'd instrument an attribution and cohort-LTV model that ties every dollar in to a paid- or lifecycle-attributable enrollment out — built specifically for the cohort-and-evergreen revenue rhythm.
Three shapes the engagement can take. Each is a real version of the work — not a stripped one. The middle shape is the one that fits Training Solutions today.
| FOUNDATION Foundation | GROWTH SYSTEM Growth System ★ RECOMMENDED | FULL AUTHORITY OS Full Authority OS | |
|---|---|---|---|
| Team | One AYMI strategist embedded with you and Davene. Core build cadence. | One strategist + a paid acquisition lead. Both embedded. | Two strategists + paid acquisition lead + an authority engine producer for the podcast / long-form pipeline. |
| AI dashboard | — | Cohort-LTV, CAC by channel, weekly readout. | Cohort-LTV, CAC by channel, weekly readout + quarterly board-grade scorecard + claims tracker. |
| Paid acquisition | Paid social pilot on one persona; no paid search; no YouTube pre-roll. | Full paid stack: Meta, TikTok, paid search, YouTube pre-roll, segmented by persona. | Full paid stack + podcast sponsorships + creator partnerships + paid newsletter placements. |
| Lifecycle & retention | Welcome flow + MKE launch sequence (single segment). | Eight-segment lifecycle, evergreen Master Mindset enrollment, alumni ladder, MKE launch. | Everything in Growth System + SMS programme, alumni community ops, post-cohort retention design. |
| Creative bank | ~8 ad concepts per quarter, single placement each. | ~18 concepts per quarter, expanded into 4-placement sets per winner. | ~24+ concepts per quarter, full multi-placement sets, founder-led long-form video unit. |
| Founder authority | — | Repurposing pipeline from existing content; no new long-form unit. | New weekly podcast / video-essay pipeline produced end-to-end. Atomized into every channel. |
| Best fit for | An operator who wants AYMI inside one channel before broadening scope. | A founder ready to break the September-launch ceiling with a year-round system. | A founder ready to put the voice itself on a production schedule and build an authority engine around it. |
The investment for each shape is held for the scoping call — we'd rather decide together what's actually in scope first, then price it once the answer is real. Media spend, software, podcast / event production, and creator partnerships are always pass-through and quoted separately from the retainer.
You don't need a fractional CMO. You don't need a 20-person agency that puts you on the same Slack channel as a furniture brand. You need the unit that builds the engine — paid acquisition done in your voice, lifecycle that knows which book the reader has already read, an audit-led front door that does the work the squeeze page can't, and a dashboard that ties it all back to a number.
That's the Growth System. One strategist, one paid acquisition lead, the AI dashboard, and the full creative bank. We've sized it specifically for an info-business at your revenue band with your kind of audience depth.
If, after the first ninety days, you want to bring the podcast / authority engine in-house — and frankly, given your voice and Davene's, you probably will — we step that engagement up to Full Authority OS. It's a real next step, not a price upgrade.
A sprint plan we'd revise with you on the scoping call. The point isn't to hit every milestone in the first quarter — it's to leave Q1 with a working engine, measured properly, and a clear picture of which lane to scale next.
A note on transparency: AYMI hasn't yet published a named case study in the personal-development info-business category. The three engagements below are the closest documented matches by mechanic — subscription LTV economics, cohort retention, and CAC discipline at scale. A named info-business case study is in production for 2026; we're happy to brief you on that work in confidence on the scoping call.
Why this matters here. Quicken is the closest single-engagement match by mechanic: a subscription business with a long-cycle education component, where lifetime value and CAC discipline are the entire game. The 4.1× LTV expansion is the shape of what an info-business with a real ladder looks like when the lifecycle catches up to the product.
Why this matters here. Nutrafol's mechanic is closest to the alumni-ladder play — a category-defining brand where the lifecycle nurture and retention design generate the recurring revenue, not the single first purchase. That's the same math as your MKE alumni ladder into Go90Grow and Master Mindset.
Why this matters here. Proven Skincare is the closest match for the audit-led front door we're proposing. A quiz that returns a personalized recommendation, segments the audience, and routes to the right product — exactly the mechanic the Master Key Audit would do for MKE, Go90Grow, and Master Mindset.
Mark, you built the work. You wrote the books. You're the reason there's a waitlist. The only thing missing — and it's the only thing — is the system around it that runs while you sleep, while you're in Kauai, while it's not September.
That's what this proposal is. Not a rebrand, not a positioning exercise, not a "let us tell you who you are" project. The engine. The doors. The dashboard. Built in your voice, anchored to your IP, sized to your audience, measured to your math.
We walk the engagement shapes, lock the scope, and price it once the answer is real. If it's not the right fit, you keep the audit framework and the diagnostic — no friction either way.