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.

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

Text & visuals

Primary
LinkedIn
Discovery
Short-form ___ / wk
Substack
CHRO Letter
Long-form Audience ___
Wellhana.com
Owned resources
Long-form ___ / mo
Kit
Email nurture
Long-form Audience ___

Video

Secondary
Why this method
One deep dive feeds the entire content system.

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 multiple 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 Reusable content assets
Level 2 · Method

Ads
Level 3 · Channel
Paid acquisition
Not in use
Why this method
Future scaling lever.

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

Strengths
  • Can increase reach beyond our existing audience.
  • Provides another controllable acquisition channel.
Trade-offs
  • Requires advertising budget.
  • Weak offer economics become expensive at scale.
02 · Front-door offers

Low-friction ways in

Give cold HR prospects a compelling reason to engage before the full commercial ask.

The front door has one job: make the first yes easy.
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  • Cold HR leaders have little reason to take a normal vendor sales call.
  • Give them a first interaction that is valuable on its own.
  • Build the relationship first. Let the commercial conversation follow when there is a real fit.
Primary front-door offer
Media Participation
Invite an HR leader to contribute to a Wellhana publication on a timely topic.
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EXPERT VISIBILITY ~15 MINUTES FINISHED CONTENT

Be featured in a Wellhana HR publication. Share your point of view and receive a finished piece worth sharing.

Why they say yes
  • Expert visibility — their name, title, organization and point of view appear in a timely HR publication.
  • Ready-made content — they receive a polished piece their organization can share through its own channels.
  • Peer connection — participating HR leaders get an opportunity to connect and exchange ideas.
The first ask
  • Reply by email or spend about 15 minutes in a conversation.
Commercial role

The goal is the relationship, not an immediate pitch. If a relevant AI or financial wellbeing need surfaces, Wellhana now has a natural reason to continue the conversation.

Secondary · Keep in reserve Other front-door options Possible challenge-based entry points to test later.
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AI · Possible later test
14-Day HR AI Challenge

Give an HR leader a short first step into the larger Elevate journey: start applying AI to their own work and create early progress before going deeper.

14-Day Challenge → Build your own AI team
Financial wellbeing · Possible later test
30-Day Financial Wellbeing Challenge

Let employees begin the journey for 30 days so HR can see real engagement before considering the larger financial wellbeing program.

30-Day Challenge → Path to $100K invested
03 · Revenue

Paid offers & delivery

One buyer. Two widespread problems. One easier way into the account.

03
Shared buyer logic Why the two offers belong together Same buyer · Same account · Same distribution

HR & People leadership

  • Organization: 100–5,000 employees with an established HR function.
  • Decision-maker: HR Director, Head of People, VP of HR or CHRO.
  • Problem 1: Use AI to get more done in less time.
  • Problem 2: Improve employee financial wellbeing.
02
Easier entry offer Higher-current-demand problem Easier reason to start a conversation with HR.
Artificial Intelligence

AI for HR

HR leaders
HR already wants to learn AI and increase capacity. That makes the conversation easier to start.
Central promise
Build your own AI team. Get 5 hours a week back.
  • Build AI agents around recurring HR work.
  • Give them the context, skills and tools they need.
  • Build once. Reuse the capability every week.
  • Human judgment and decisions stay with the HR leader.
01
Core offer Employee Financial Wellbeing Large, widespread need. Harder conversation to start.
Employee Financial Wellbeing

Wellhana Financial Wellbeing

Employees
Employees need financial help. The challenge is getting employers into the conversation.
Central promise
Start the path to $100k invested.
  • Know the math and habits behind reaching $100k invested.
  • Control everyday money with a working budget.
  • Build savings and reduce debt with a clear plan.
  • Start investing and build long-term financial security.
Content Lessons, videos and guides
Implementation Workbooks, tools and checklists
Community Workshops and office hours
Experience A defined participation rhythm
Trust stack

Make trust visible.

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

“The #1 job of a founder is to gather evidence that he is good at what he does.”

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

AI Operating System

Business systems, workflows and execution.

Operating principle

“True leverage comes from finding the exact constraint holding the system back—and focusing 100% of your problem-solving power there.”

01 Business stage

Traffic

Create attention and conversations with target HR buyers.
Systems & workflows below
System 01

Content

Build authority, stay top of mind and support acquisition.

01
Traffic → Content → Workflow Weekly Deep Dive Build trust and authority. Keep the audience warm and Wellhana top of mind.
Weekly · 5 task groups
01
Topic & direction
6 tasks
Task Execution
Capture potential topics from 10 selected peers' publications from the previous 4 weeks
Henry AI-assisted
Select the week's topic
Henry AI-assisted
Decide the one lesson
Henry Decision
Brainstorm options for the article's angle
Henry AI-assisted
Identify the personal story or lived experience that fits the article
Henry AI-assisted
Decide what emotion the story should evoke
Henry AI-assisted
02
Research & writing
7 tasks
Task Execution
Develop the argument and outline
Henry AI-assisted
Draft 1
AI-assisted
Collect 1–5 sources, 1–3 examples and/or 1–3 pieces of supporting evidence
AI-assisted
Create Draft 2 using the strongest supporting material
Henry AI-assisted
Create subject line options
AI-assisted
Create curiosity-driven mini summary
AI-assisted
Create visual assets where they add value
Henry AI-assisted
03
Editing & quality
5 tasks
Task Execution
Check that the logic is clear and the story arc works
Henry AI-assisted
Heavily remove generic AI language
AI-assisted
Cut as much unnecessary length as possible
AI-assisted
Verify factual claims and source links
Henry AI-assisted
Approve final article
Henry Decision
04
Publication & distribution
7 tasks
Task Execution
Prepare Wellhana.com version
AI-assisted Shopify
Publish or schedule on Wellhana.com
Henry Shopify
Prepare Kit version
AI-assisted Kit
Schedule or send through Kit
Henry Kit
Prepare Substack version
AI-assisted Substack
Load article and verify publication settings
Henry Substack
Publish or schedule on Substack
Henry Substack
05
Publication reporting & feedback
2 tasks
Task Execution
Capture publication performance in monthly report
Henry AI-assisted
Capture lessons for future deep dives
Henry AI-assisted
02
Traffic → Content → Workflow Weekly Deep Dive → Short-form Turn one weekly idea into 3–5 LinkedIn posts. Stay visible, support cold outreach and create more reach from work already done.
3–5 posts / week · 4 task groups
01
Select ideas
3 tasks
Task Execution
Pull potential standalone ideas from the Weekly Deep Dive
AI-assisted
Select the strongest 3–5 ideas
Henry Decision
Decide whether any post needs a visual
Henry AI-assisted
02
Draft posts
4 tasks
Task Execution
Draft one LinkedIn-native post from each selected idea
AI-assisted
Make each post understandable without the full article
AI-assisted
Create a strong opening / hook
AI-assisted
Create visual asset where useful
Henry AI-assisted
03
Edit & approve
4 tasks
Task Execution
Make sure each post has one clear point
Henry AI-assisted
Heavily remove generic AI language
AI-assisted
Cut unnecessary length
AI-assisted
Approve final posts
Henry Decision
04
Queue & publish
4 tasks
Task Execution
Load 3–5 approved posts into the scheduling queue
Henry Posting tool
Space posts across the following week
Henry Decision
Verify final formatting and visuals
Henry
Publish to LinkedIn
LinkedIn Scheduler
System 02

Outreach

Create direct conversations with target HR buyers.

01
Traffic → Outreach → Workflow Build & maintain sending infrastructure Create reliable cold-email capacity that can scale without rebuilding the setup each campaign.
5 task groups
01
Plan capacity & domains
5 tasks
TaskExecution
Determine how much new sending capacity is needed
Henry AI-assisted
Select 3 unused Wellhana sending domains
Henry Decision
Plan 2 real inboxes per domain
Henry
Buy domains
Henry Squarespace
Set forwarding, privacy and auto-renew
Henry Squarespace
02
Configure email domains
6 tasks
TaskExecution
Add Zoho MX preset to all new domains
Henry Squarespace
Add domains to Zoho Admin
Henry Zoho
Verify domain ownership
Henry Zoho + Squarespace
Configure and verify SPF
Henry Zoho + Squarespace
Configure and verify DKIM
Henry Zoho + Squarespace
Configure and verify DMARC
Henry Zoho + Squarespace
03
Create inboxes
4 tasks
TaskExecution
Create real Zoho users / mailboxes
Henry Zoho
Enable IMAP for each mailbox
Henry Zoho
Generate app-specific Saleshandy password for each inbox
Henry Zoho
Store credentials securely outside the operating system
Henry
04
Connect to Saleshandy
5 tasks
TaskExecution
Prepare Saleshandy SMTP / IMAP import CSV
Henry Saleshandy
Set daily quota and sending intervals
Henry Decision
Import all inboxes
Henry Saleshandy
Confirm SMTP and IMAP connections
Henry Saleshandy
Add standard sender signature
Henry Saleshandy
05
Warm & activate
5 tasks
TaskExecution
Turn warmup on for every new inbox
Henry TrulyInbox
Keep new inboxes out of live campaigns during warmup
Henry Decision
Monitor warmup and connection health
Henry AI-assisted
Move fully warmed inboxes into sender rotation
Henry Saleshandy
Maintain steady-state sending and warmup limits
Henry AI-assisted
02
Traffic → Outreach → Workflow Run a cold email campaign Put a relevant offer in front of the right HR buyers and generate conversations.
5 task groups
01
Define campaign
5 tasks
TaskExecution
Define the campaign objective
HenryDecision
Select the offer
HenryDecision
Define the target segment
HenryAI-assisted
Define why this audience should care
HenryAI-assisted
Define the desired next action
HenryDecision
02
Build audience
6 tasks
TaskExecution
Find target organizations
HenryAI-assisted
Find relevant HR contacts
AI-assisted
Verify organization and person fit
HenryAI-assisted
Verify email addresses
Lead data / verification
Remove duplicates and exclusions
AI-assisted
Prioritize and split contacts into waves
HenryAI-assisted
03
Create sequence
6 tasks
TaskExecution
Choose the core message / angle
HenryAI-assisted
Draft Email 1
HenryAI-assisted
Create and select subject line
HenryAI-assisted
Decide what each follow-up adds
HenryAI-assisted
Draft follow-up sequence
AI-assisted
Edit for clarity, brevity and natural language
HenryAI-assisted
04
Build & QA campaign
5 tasks
TaskExecution
Import campaign audience
HenrySaleshandy
Build sequence in Saleshandy
HenrySaleshandy
Set timing, waves and sending accounts
HenryDecision
Verify variables, claims and links
HenryAI-assisted
Send test emails and approve campaign
HenryDecision
05
Launch & monitor
4 tasks
TaskExecution
Launch campaign
HenrySaleshandy
Monitor sending and bounce health
HenryAI-assisted
Monitor reply and positive-response performance
HenryAI-assisted
Adjust targeting or copy when evidence warrants it
HenryDecision
03
Traffic → Outreach → Workflow Manage replies & opportunities Turn cold-email responses into the right next step without losing good opportunities.
4 task groups
01
Triage replies
4 tasks
TaskExecution
Review new replies
HenryAI-assisted
Classify reply intent
AI-assisted
Identify interested or potentially qualified replies
HenryAI-assisted
Remove opt-outs / clearly closed contacts from follow-up
HenryClose loop
02
Respond
4 tasks
TaskExecution
Understand what the person is asking or reacting to
HenryAI-assisted
Draft the appropriate response
HenryAI-assisted
Send requested resource or information
Henry
Answer objections or questions
HenryAI-assisted
03
Advance the opportunity
4 tasks
TaskExecution
Decide the right next step
HenryDecision
Move relevant prospects toward a meeting or offer
HenryAdvance
Schedule conversation when appropriate
Henry
Record key context for the next interaction
HenryAI-assisted
04
Follow up & close loop
4 tasks
TaskExecution
Follow up on interested contacts who go quiet
HenryAI-assisted
Set future follow-up for genuine “not now” opportunities
HenryDecision
Record final outcome / status
Henry
Capture recurring objections and campaign learnings
HenryAI-assisted

Wellhana Media → Commercial Funnel

  • Send ~1,385 emails to ~460 new HR prospects each week — about 300 emails per workday, including follow-ups.
  • Get ~14 HR leaders interested in media — 3% of prospects.
  • Get ~7 on a media call — 50% of interested prospects.
  • Generate ~1 commercial discussions per week — 10% of media calls.

Monthly view

Funnel stage Monthly
Emails sent 6,000
New HR prospects 2,000
Interested in media 60
Media conversations 30
Commercial discussions ~3-5

Planning assumptions: 3-email sequence, 3% positive response rate, 50% media call booking rate, and 10% commercial conversion rate.

AI FOR THE HR LEADER

Lets store this here, Build your AI advantage.

Use AI to research faster, see more clearly, prepare better and bring stronger work to every important conversation.

More leverage for the work that helps HR earn its seat at the table.
Potential value How much leverage the capability could create for an HR leader.
Implementation effort How much setup, data, workflow design or integration is required.

HR leader AI opportunity map

This map compares personal leadership leverage, not enterprise-level organizational impact.

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Click a capability for more detail

What it needs

Potential value
Effort
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