Strategy Matrix - 5 Pathways to Fill January Course Seats

Likelihood Scores & Implementation Plans

Strategist: John (Product Manager) Goal: Fill January 2025 Happiness Course Resources: 30 course graduates, 10 in-person volunteers, 20 online volunteers Timeline: 31 days until World Meditation Day (Dec 21); ~51 days until Jan course

Strategy Matrix Overview

Strategy	Likelihood	Expected Seats	Cost	Timeline	Risk Level
1. Graduate Ambassador Program	85%	14-18	Low ($0-200)	Immediate	Low
2. Residential Building Pilot	60%	9-12	Low ($0-300)	1-2 weeks	Medium
3. Yoga Studio Partnerships	70%	10-15	Low ($0-500)	1 week	Low-Medium
4. "New Year, New You" Digital	50%	5-8	Medium ($500-800)	2-3 weeks	Medium
5. Corporate Wellness Outreach	40%	5-10	Low ($0-100)	3-4 weeks	High

Combined Projected Seats: 43-63 (more than enough for viable class!) Recommended Deployment: Strategies 1, 2, 3 simultaneously

STRATEGY 1: Graduate Ambassador Program

Likelihood Score: 85%

Why so high?

Proven channel (word of mouth = #1 past success)
Warm audience (graduates already converted)
92% of people trust friend recommendations (research-backed)
You have 30 graduates = built-in network

The Mechanics

Activation Plan: 1. Email 30 graduates with Ambassador invitation (see file 04 for template) 2. Expected: 20-25 say yes (75-80% conversion) 3. Each Ambassador commits to bringing 1-2 friends to intro talk 4. Host 2 "Friends & Family" intro talks (Dec 7 & Dec 14)

Math: - 20 Ambassadors × 1.5 friends avg = 30 prospects at intro talks - Plus: Ambassadors themselves might re-take or bring additional friends = 35-40 total intro attendees - Industry conversion: 30-40% intro-to-course - Expected outcome: 14-18 course seats

Implementation Timeline

Week 1 (Nov 20-26): - Day 1: Send Ambassador invitation emails - Day 3: Follow-up calls to non-responders - Day 5: Ambassador kickoff call (7 PM Zoom) - Day 7: Distribute Ambassador Toolkit

Week 2 (Nov 27-Dec 3): - Ambassadors invite friends - Track invitations sent (Google Sheet)

Week 3 (Dec 4-10): - Reminder push from Ambassadors - Confirm attendance for Dec 7 intro talk - Host Dec 7 intro talk

Week 4 (Dec 11-17): - Second round invitations for Dec 14 - Host Dec 14 intro talk - Immediate course registration push

Ambassador Incentive Structure

Recognition Tier: - 1 friend brings → Public thank you - 2 friends bring → Recognition at Jan course launch - 3+ friends bring → Free advanced workshop (value $150-200)

Why this works: Graduates already love the practice. They WANT to share it. You're just giving them permission and tools.

Risks & Mitigation

Risk: Ambassadors say yes but don't follow through Mitigation: - Personal phone call from you to each Ambassador - Make it easy (toolkit with templates) - Weekly check-in texts: "How many friends have you invited?"

Risk: Friends say "maybe" but don't show up to intro talk Mitigation: - Ambassador texts friend day-before: "So excited to see you tomorrow!" - Ambassador picks up friend / meets them there (accountability)

Cost: $0-200

Ambassador recognition event (coffee/tea refreshments): $100
Printing toolkits if needed: $50
Free advanced workshop (instructor time only): $50 opportunity cost

STRATEGY 2: Residential Building Pilot

Likelihood Score: 60%

Why moderate?

Untested channel for your organization
Property managers may be slow to respond
Requires building relationships
But: Strong value proposition (zero-cost amenity)

The Mechanics

Target: 2-3 apartment buildings in 20009 with 100+ units each

Offer: 4 weeks of free weekly meditation in their community room (Nov 27 - Dec 21), culminating in World Meditation Day

Value Exchange: - Building gets: Free resident wellness amenity - You get: Access to high-density target demographic

Funnel: - 3 buildings × 100 units × 5% show-up rate = 15 people/week - After 4 weeks of retention flow = 10-12 committed regulars per building - Offer exclusive intro talk Jan 2 (post-holidays): 30-40% attend = 10-12 people - Intro talk → course conversion 30% = 3-4 seats per building - Expected outcome: 9-12 course seats

Implementation Timeline

Week 1 (Nov 20-26): Outreach - Email 10 property managers (see file 01 for contacts) - Follow-up calls within 48 hours - Goal: 3 positive responses, 1-2 confirmed

Week 2 (Nov 27-Dec 3): Pilot Launch - Start weekly meditations at 1-2 buildings - Execute retention flow (see file 03) - Test messaging and logistics

Weeks 3-4 (Dec 4-17): Build Community - Continue weekly sessions - Promote World Meditation Day - Plant seeds for January course

Week 5 (Dec 18-21): WMD Convergence - Special WMD event at each building - Capture all contacts

Week 6 (Dec 22-Jan 2): Conversion - Email all participants about January course - Host exclusive building-only intro talk Jan 2 - "Neighbor discount" or "building community special"

Key Selling Points to Property Managers

Zero cost to building
Increases resident satisfaction (measurable via surveys)
Retention tool (residents value wellness amenities)
Professional & insured (Art of Living provides everything)
Flexible (match their community room schedule)
Local presence (you're at 2401 15th St NW)
Proven success (mention World Cultural Festival credibility)

Risks & Mitigation

Risk: Property managers don't respond Likelihood: High Mitigation: - Multi-touch (email + phone + in-person drop-by) - Offer to meet for coffee to discuss - Provide references from other buildings (once you have one success) - Fallback: Focus on Strategies 1 & 3

Risk: Low attendance at building sessions Likelihood: Medium Mitigation: - Property manager promotes via resident email/newsletter - Flyers in building lobby and elevators - Ambassadors who live in 20009 invite neighbors - First session offer refreshments (tea/cookies)

Cost: $0-300

Printing flyers for building lobbies: $100
Refreshments for first session: $100
Insurance documentation copies: $50
Travel/parking for instructors: $50

STRATEGY 3: Yoga Studio Partnerships

Likelihood Score: 70%

Why high?

Warm audience (already interested in wellness)
Yoga + breathwork = natural fit
Studios benefit from offering exclusive perks
Faster to execute than building partnerships

The Mechanics

Target: 3-5 yoga studios in Dupont Circle, Adams Morgan, U Street (near 20009)

Offer: Free SKY Breathwork Workshop (90 minutes) for their clients

Value Exchange: - Studio gets: Exclusive perk for clients (increases loyalty) - You get: Access to pre-qualified wellness-seekers

Funnel: - 4 studios × 500 clients × 2% conversion to workshop = 40 workshop attendees - Workshop → intro talk interest: 40% = 16 people - Intro talk → course: 30% = 5 seats per partnership - If 3 studios convert well: 15 seats total - Expected outcome: 10-15 course seats

Implementation Timeline

Week 1 (Nov 20-26): Outreach - Identify 8 studios (research online) - Email studio owners (see file 04 for template) - Follow-up calls - Goal: 2-3 partnerships confirmed

Week 2-3 (Nov 27-Dec 10): Co-Branded Workshops - Host 90-min SKY workshops at studio locations - Collect contacts from all attendees - Promote Dec 14 intro talk - Execute retention flow

Week 4 (Dec 11-17): Conversion - Follow-up emails to workshop attendees - Invite to Dec 14 intro talk (or dedicated talk) - Course registration push

January (Jan 1-10): Final Push - "New Year, New Practice" messaging to all studio contacts - Final intro talk early January

Studio Selection Criteria

Look for: - Studios with established client base (not brand new) - Owners who value holistic wellness (not just fitness) - Studios that already offer workshops/special events - Good reviews and community presence

Research: - Google: "yoga studios near 20009 DC" - Yelp reviews (minimum 4 stars) - Instagram presence (sign of engaged community) - ClassPass listings (indicates professionalism)

Partnership Pitch

Key message: "Your clients already love yoga. Let us show them the breathwork practice that takes their practice deeper."

What makes this attractive to studios: - Free offering (no cost to them or clients) - Co-branded (shares social media promotion) - Non-competitive (you're not another yoga studio) - Community-building - Positions them as wellness thought leaders

Risks & Mitigation

Risk: Studios see you as competitor trying to poach clients Likelihood: Low-Medium Mitigation: - Emphasize "complementary" not "alternative" - Co-brand everything - Share social media credit - Offer to promote their studio to your community - Consider: Some workshop attendees may become their clients!

Risk: Low workshop attendance Likelihood: Medium Mitigation: - Studio promotes via email blast & social - Early bird registration to gauge interest - Minimum registration threshold (cancel if <10 people)

Cost: $0-500

Co-branded flyer printing: $200
Venue fee if studio charges: $200
Refreshments: $100

STRATEGY 4: "New Year, New You" Digital Campaign

Likelihood Score: 50%

Why moderate?

Cold audience (haven't experienced practice)
Digital ads have lower conversion than word-of-mouth
Depends on creative quality and targeting
But: Scalable and measurable

The Mechanics

Platform: Facebook/Instagram ads targeting 20009 zip code

Audience: - Location: 20009 + 2-mile radius - Age: 28-55 - Gender: All (test female-heavy variant) - Interests: Yoga, meditation, wellness, mindfulness, stress management

Creative Themes: 1. "Navigate Uncertainty in 2025" - anxiety/stress angle 2. "New Year, Better You" - resolution angle 3. "Science-Backed Calm" - evidence angle

Offer: Free intro session Jan 4-5 → Course starts Jan 11

Funnel: - $700 budget → 5,000 targeted impressions - 2% click-through = 100 website visits - 20% sign up for intro = 20 intro attendees - 25% convert to course = 5 seats - Expected outcome: 5-8 course seats

Implementation Timeline

Week 1 (Nov 27-Dec 3): Creative Development - Design 3 ad variants (Canva) - Write ad copy (see templates below) - Set up Facebook Ads Manager

Weeks 2-5 (Dec 4-Jan 8): Campaign Run - Launch ads Dec 4 - Monitor daily (adjust underperformers) - A/B test creative and copy - Retarget website visitors who didn't convert

Week 6 (Jan 4-10): Conversion - Host intro talks Jan 4-5 - Final registration push

Ad Creative Templates

Ad 1: Pain Point

Image: Stressed professional in DC (Capitol in background)
Headline: "Stressed? Uncertain? Not Alone."
Body: DC professionals are finding calm with science-backed breathwork.
      Free intro session Jan 4. Learn tools you'll use for life.
CTA: Reserve Your Spot (Free)

Ad 2: Social Proof

Image: Group meditating peacefully
Headline: "Join 200+ DC Professionals Who've Found Their Calm"
Body: The Happiness Course: 100+ studies. 3 days. Lifelong skills.
      Free intro session Jan 4.
CTA: See What Everyone's Talking About

Ad 3: New Year

Image: Sunrise or peaceful morning scene
Headline: "Your 2025 Resolution: Actually Manage Stress"
Body: Not another gym membership you'll quit. Science-backed breathwork
      you'll actually use. Free intro Jan 4.
CTA: Start 2025 Right

Risks & Mitigation

Risk: Low conversion (ads don't perform) Likelihood: Medium-High Mitigation: - Start small ($200 test budget Week 1) - Kill underperforming ads quickly - Retarget engaged users - Have fallback plan (redirect budget to other strategies)

Risk: Wrong audience targeting Likelihood: Medium Mitigation: - Test narrow (20009 only) vs. broad (2-mile radius) - Lookalike audience based on graduate email list - Monitor demographics in Ads Manager, adjust

Cost: $500-800

Ad spend: $700
Creative design (if outsourced): $100 (or DIY in Canva)

STRATEGY 5: Corporate Wellness Outreach

Likelihood Score: 40%

Why low?

Long sales cycle (too slow for January timeline)
Decision-makers hard to reach
Procurement processes
But: High volume if it works

The Mechanics

Target: Nonprofits, associations, federal contractors in DC

Offer: Free "Stress Management Workshop" as lunch-and-learn

Funnel: - 5 companies × 50 employees × 10% interest = 25 prospects - 20% convert to individual course registration = 5 seats - Expected outcome: 5-10 course seats (but unlikely in time for January)

Implementation Timeline

Week 1-2 (Nov 20-Dec 3): Outreach - Identify 15 target companies - Find HR contacts (LinkedIn) - Email pitch + follow-up

Realistic: Too slow for January. Recommendation: Execute for February/March courses instead.

Why This Works Better Long-Term

Once you land one corporate partner, easier to expand
Recurring revenue potential (quarterly workshops)
Bulk course registrations
But timeline doesn't match your January goal

Cost: $0-100

LinkedIn Premium for contact research: $50/month
Printed corporate proposals: $50

John's verdict: Save this for Q1 2025 pipeline. Focus on Strategies 1-3 for January.

Recommended Deployment Strategy

TIER 1 (MUST DO): Strategy 1

Highest likelihood
Lowest cost
Immediate execution
Proven channel

TIER 2 (SHOULD DO): Strategies 2 & 3

Good likelihood
Low cost
Parallel execution possible
Expands reach beyond graduate network

TIER 3 (NICE TO HAVE): Strategy 4

Test with small budget
Scale if it works
Kill if it doesn't

TIER 4 (SKIP FOR NOW): Strategy 5

Execute for February/March courses
Too slow for January

Success Scenarios

Conservative (Strategies 1 + 2 only): - Strategy 1: 14 seats - Strategy 2: 9 seats - Total: 23 seats ✅ Viable class

Moderate (Strategies 1 + 2 + 3): - Strategy 1: 16 seats - Strategy 2: 10 seats - Strategy 3: 12 seats - Total: 38 seats ✅ Strong class

Optimistic (All 4 strategies perform well): - Strategy 1: 18 seats - Strategy 2: 12 seats - Strategy 3: 15 seats - Strategy 4: 8 seats - Total: 53 seats ✅ Exceptional class

John's final analysis: You have multiple paths to a viable January course. The graduate network alone can get you halfway there. Execute Strategies 1, 2, 3 with confidence. Monitor metrics weekly (see file 07). Adjust based on what's working. You've got this.