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Workbook · PDF + spreadsheet
A 90-day marketing plan built around one goal and one number
For founders and owners without a marketing team. Fill it in, work out what you can afford per result, then run 13 weeks of clear decisions.
53 pages11 worksheets5 goal tracksExcel + Google Sheets
- Choose leads, online sales, bookings, store visits or sign-ups, and the one number that proves it is working
- Work out the most you can pay for a lead, booking or sale from your own margin
- A 13-week scorecard that relabels itself to your goal and flags when you are on target
$29One-time · instant download
Pick your goal, work out your number, then run the 13 weeks.
- 53-page PDF workbook, print or screen
- Scorecard spreadsheet for Excel and Google Sheets
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
Sound familiar
Marketing that runs on guesses, one month at a time
Most owners we meet are not short of ideas. They are short of one number to judge them by, and a plan that holds for longer than a month.
Spend with no verdict
Money goes into ads every month, and nobody can say for sure whether it paid for itself.
Leads that waste calls
The form fills up, but half the people who enquire were never going to buy.
Revenue up, profit flat
Sales grow, yet little is left once product costs, fees and ad spend are paid.
A new idea every month
Each month brings a new channel or tactic, and nothing runs long enough to show what worked.
No time for a course
You need to know what to do this week, not sit through 40 hours of video first.
Bookings that don't show
The calendar fills up, then people miss the appointment and the slot is lost.
7x
Firms that tried to reach a new lead within an hour were nearly 7 times as likely to qualify it as firms that waited even an hour longer. The average response time was 42 hours.
Source: Harvard Business Review
What you get
A workbook to fill in, and a scorecard that does the maths
Every chapter ends in something you write down or decide. The spreadsheet carries your numbers from week 1 to week 13.
The workbook (PDF, 53 pages)
11 worksheets, 5 one-page goal tracks, 66 weekly tasks and 33 foundation checks for tracking, landing page and follow-up. Print it or fill it on screen.
The 13-week scorecard (XLSX)
Pick your goal and every label changes. It works out your affordable cost per result and break-even ROAS, then tracks each week against your baseline.
Five goal tracks
Leads, online sales, bookings, store visits and sign-ups each get their own number, channel priorities and a 12-week task list.
Chapter by chapter
- Choose your goal and your one number
- Baseline: your numbers today
- Unit economics in plain language
- The customer and the offer
- Channel choice by goal
- Foundations first: tracking, landing page, follow-up
- The 90 days in three 30-day sprints
- Weekly scorecard and the 30-minute review
- Budget: small, medium and larger paths
- Day-90 review and what next
- Your goal track at a glance
Look inside
Real pages from the workbook
Worksheets start on a fresh page so they print cleanly. Read the unit economics chapter free before you decide.
After you work through it
What you will have by day 90
- One goal and one number that decide whether your marketing pays for itself
- The most you can afford per lead, booking, sign-up or sale, worked out from your real margin
- Tracking, a landing page and follow-up set up so results are counted and not lost
- 12 weeks of tasks matched to your goal, with clear rules for when to pause, keep or scale
- A 30-minute weekly review habit and a day-90 decision backed by evidence
From our work
The same thinking we use with clients
These projects are written up on our site, with the numbers.
ONLINE SALES
Cost per order from $29.65 to $8.47
An online dessert shop fixed how purchases were measured first, then built the account around one hero product.
SIGN-UPS
28% lower cost per membership conversation
A four-branch gym chain applied one rule every two weeks: switch off any ad above the cycle’s average cost.
Is it right for you
Who gets the most from it
Made for you if
- You own or run a business with paying customers and no full-time marketer
- You spend up to about $20,000 a month on ads, or you are about to start
- You want a plan an assistant or junior marketer can run with you
Probably not for you if
- Your team already runs an established marketing planning process
- You are pre-launch, with no customers to talk to and no margin data yet
- You want click-by-click setup guides for each ad platform
How to use it
STEP 1
Week 1, about 3 hours
Pick your goal, collect your baseline and work out your affordable number.
STEP 2
Weeks 2 to 4
Talk to customers, sharpen the offer and fix tracking, landing page and follow-up.
STEP 3
Weeks 5 to 12
Launch, test and double down, with 2 to 3 hours a week and a 30-minute Monday review.
STEP 4
Week 13
Run the day-90 review and decide what to keep, change or stop.
Works in Excel and Google Sheets. No macros, no add-ons, no account to create.
Questions
What owners ask before they download
What format is it, and what do I need to open it?
A PDF workbook you can read on screen or print, and an .xlsx spreadsheet that works in Microsoft Excel and Google Sheets. In Google Drive, upload the file and open it with Sheets. No macros and no add-ons.
Who is it for?
Owners and founders who run marketing themselves, or with an assistant, and want a plan they can follow and measure. It covers five goals: leads, online sales, bookings, store visits and sign-ups.
I don't have good data. Can I still use it?
Yes. Chapter 2 gives the fastest honest substitute for each missing number, such as a two-week "how did you hear about us?" tally or a manual check of your last 30 leads, and asks you to mark estimates as estimates.
Does it tell me how much to spend?
It shows you how to work it out. Chapter 9 sizes the budget from your affordable cost per result and the minimum results each platform needs to learn, with small, medium and larger paths.
How do I receive it?
The download links appear on screen as soon as payment completes, and the same links arrive by email. They keep working, so you can download again later.
Is this a sales pitch for an agency?
No. Everything is built to run without outside help. One short page at the end mentions our strategy session for readers who want a second pair of eyes.
Instant download
Start your 90 days this week
The workbook, the scorecard and every worksheet, delivered the moment you pay.
$29One-time · instant download
Pick your goal, work out your number, then run the 13 weeks.
- 53-page PDF workbook, print or screen
- Scorecard spreadsheet for Excel and Google Sheets
- Download links by email, yours to keep
- Free updates to this edition
Secure checkout by Stripe. Files arrive on screen and by email the moment you pay.
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