Level 1 · Acquisition

Traffic

How Wellhana gets the right people into the commercial system.

Level 2 · Method

Outreach

Level 3 · Channels
Cold email
Saleshandy ~6K / mo
LinkedIn outbound
LinkedIn ___ / wk
Why this method
Outreach gives us speed and control.
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Outreach is the fastest way to put a new front-door offer in front of exactly the HR leaders we want and learn whether it works.

Strengths
  • We choose the exact organizations and people.
  • Fast feedback on the offer and messaging.
  • Works without a large existing audience.
  • Capacity can be increased deliberately.
Trade-offs
  • Trust starts low because the relationship is cold.
  • Email requires deliverability infrastructure.
  • More volume does not rescue an uninteresting offer.
~6K cold emails / mo Primary front door: Media Participation Fastest offer-testing loop
Level 2 · Method

Content

Level 3 · Channels
LinkedIn
Discovery ___ / wk
Substack
CHRO Letter Audience ___
Wellhana.com
Owned ___ / mo
Kit
Nurture Audience ___
Why this method
One deep dive feeds the entire content system.
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We create one meaningful HR deep dive each week, then distribute and reshape it across the channels instead of trying to invent separate content for every platform.

1 WEEKLY DEEP DIVE → LINKEDIN → SUBSTACK → WELLHANA.COM → KIT
Strengths
  • One piece of work creates value across four channels.
  • Content supports both discovery and nurture.
  • Prospects can evaluate our thinking before speaking with us.
  • Owned resources compound into a growing library.
Trade-offs
  • Organic attention is difficult and usually slow.
  • Distribution is less controllable than outreach.
  • It only compounds if quality and cadence stay consistent.
1 deep dive / week Discovery + nurture Slow to build, still 100% worth building
Level 2 · Method

Ads

Level 3 · Channel
Paid acquisition
Not in use
Future scaling lever

Useful after the front-door offer, conversion rate and customer economics are proven well enough to confidently buy more traffic.

02 · Trust

Front-door offers, free

The job of this layer is to turn cold prospects into real relationships.

The first offer is not designed to make money. It is designed to build trust.
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Why a trust funnel
  • A business can send prospects directly toward sales calls and spend founder time trying to sell.
  • Or it can spend that same founder time creating valuable interaction with the brand first.
  • Both consume time. Wellhana chooses the trust funnel: create value first, build the relationship, then let the commercial discussion happen naturally.
Why this is possible for Wellhana
  • Prospects are easy to target: HR leaders are identifiable by role and organization.
  • Paid offers are broadly relevant: AI capability and employee financial wellbeing are widespread HR needs.
Free front-door offer
Media Participation
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VISIBILITY 15 MINUTES CASUAL COMMERCIAL DISCUSSION

Invite an HR leader to contribute to a Wellhana publication around a topic already relevant to their role.

Why a cold prospect will say yes
  • They receive professional visibility and a shareable industry contribution.
  • The ask is small and specific: 15 minutes of their time.
  • They actually receive something for those 15 minutes. This is not “give us 15 minutes so we can show you our demo.”
  • Their organization can use and share the finished media piece.
  • They do not need to evaluate Wellhana as a vendor before saying yes.
What Wellhana gains
  • Meaningful time with a qualified HR leader.
  • Real context about their priorities and organization.
  • A relationship instead of a cold lead.
  • Content featuring credible industry leaders.
Commercial role

The contributor conversation creates a natural opening for a casual commercial discussion if a relevant problem surfaces. The relationship comes first; the paid offer only enters when it makes sense.

Front-door offer · Shape forming
14-Day HR AI Challenge
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VERSION 1.0 14-DAY ONRAMP MONEY-BACK GUARANTEE

The exact shape will form through implementation and real buyer feedback.

Version 1.0

The 14-day challenge acts as the front door to the paid product. The customer makes the full commitment upfront — expected to be $10,000 or less — but the first 14 days function as the low-risk onramp. During that period, the customer can exit with a no-questions-asked money-back guarantee.

Front-door offer · Shape forming
14-Day Financial Wellbeing Challenge
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VERSION 1.0 14-DAY ONRAMP MONEY-BACK GUARANTEE

The exact shape will form through implementation and real employer feedback.

Version 1.0

The 14-day challenge acts as the front door to the paid product. The employer makes the full commitment upfront — expected to be $10,000 or less — but the first 14 days function as the low-risk onramp. During that period, the employer can exit with a no-questions-asked money-back guarantee.

03 · Revenue + Delivery

Paid offers & delivery

One buyer. Two widespread problems. Two scalable offers.

Shared buyer / ICP

HR & People leaders at employers

The same buyer can enter either offer depending on the problem they want to solve.
IDENTIFIABLE BUYER TWO RELEVANT NEEDS ONE RELATIONSHIP
AI for HR
Elevate
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For HR leaders themselves
Destination
From scattered AI use → a working AI operating system around their role.
5 HOURS / WEEK BACK
What they are buying
  • More leverage and time back.
  • Confidence using AI on real HR work.
  • A repeatable system instead of starting from a blank chat.
  • Context, skills, tools and agents built around their actual role.
Delivery
ONE-TO-MANY SMALL GROUPS GUIDED IMPLEMENTATION LIVE SESSIONS OFFICE HOURS
Commercial
Price $___ 14-day guarantee Capacity ___ / cohort Structured founder time
Employee Financial Wellbeing
Wellhana Financial Wellbeing
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For Employees
Destination
Path to $100k invested: Help employees get confident with money, save more, and build a secure financial future.
What they are buying
  • Confidence and control over everyday money.
  • More savings and a stronger financial buffer.
  • A clear path from saving into long-term investing.
  • A practical route toward financial security.
Delivery
ONE-TO-MANY GROUP SESSIONS TOOLS + CONTENT OFFICE HOURS LOW HR LIFT
Commercial
Price $___ 14-day guarantee Capacity ___ organizations Annual employer program
Delivery model Both offers are designed around one-to-many and small-group delivery. Founder time is concentrated where it creates the most value rather than increasing linearly with every customer.
Trust stack

Make trust visible.

Build a small number of strong trust assets that make buying easier.

View trust stack Proof · Authority · Expertise · Risk reduction
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Trust asset Current 6–12 month target
Proof Employer case studies
6 short case studies and 1 employer video in early phase.
3 strong employer video case studies.
Proof End-user testimonials
Large Financial Wellbeing review base + 6 video user testimonials.
8–12 strong video testimonials across Financial Wellbeing + AI for HR.
Proof Scale & reviews
100,000+ users and 7,000+ five-star reviews.
Make the existing proof prominent and clearly connected to the employer offer.
Authority Founder in HR / AI media
Not yet.
3–5 credible features or appearances across HR media, AI media, podcasts or established AI creators.
Authority HR leaders featured by Wellhana
Media Participation system being built.
6–10 named contributors, ideally including recognizable employers.
Expertise Real AI builds / Wellhana case study
Wellhana AI operating system and public AI content being built now.
3–5 excellent public examples showing what was built and the value created.
Risk reduction Strong guarantees
Version 1.0: 14-day no-questions-asked money-back onramp.
Keep the guarantee simple, visible and easy to understand.
Risk reduction Clear offer + buying process
Offers being simplified around a clear promise, delivery model and buying path.
A prospect can understand the offer at a glance.
WHO OUTCOME PRICE PROCESS GUARANTEE
Software stack

Tools by job.

The software that runs acquisition, audience, delivery and the AI operating system.

View software stack AI · Traffic · Audience & delivery · Infrastructure
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Role Tools What they do
AI
ChatGPT
ChatGPT Work GPTs
Claude
Claude Cowork Projects
Gemini
Gemini Workspace Studio Gems
Think, create, analyze and build. Reusable AI work, specialist assistants and agents.
Traffic · Content
LinkedIn Social distribution
Substack The CHRO Letter
YouTube Video distribution
Discovery + authority. Distribute Wellhana's thinking beyond the existing audience.
Traffic · Outbound
Saleshandy Lead lists · email campaigns · email sending
LinkedIn Direct outreach
Controlled acquisition. Put Wellhana directly in front of selected HR leaders.
Audience + Delivery
Kit Owned email audience
Shopify Website · resources · offer pages
Zoom Calls · cohorts · Office Hours
Own the audience and deliver the product. Nurture prospects, publish assets and run live customer interaction.
Infrastructure
Zoho Mail Sending inboxes
TrulyInbox Inbox warmup
Squarespace Domains + DNS
Keep the machine running. Domains, inboxes and email deliverability.