Digital Ads + Infrastructure Plan

Preparing EQ for a membership-led product, which is data and technology led, and built for scale.

Where EQ stands today

• The model is already working quietly: February to June, revenue up ~55% on essentially flat ad spend, with the blended return per ad dollar climbing from ~$9.90 to ~$13.45.
• Organic search revenue doubled ($13k → $29k). The brand halo is real, and Meta is the demand engine behind it.
• EQ 2.0 sets the next destination: public products become entry points, and the destination is membership, an ongoing recovery practice.
• The deadline shaping everything: raise capital before September, which means 4–6 weeks of real data proving the new model works.

Based on our introductory call, here's where EQ stands today, and this plan is the machine that takes it to 2.0.

Good bones, leaky plumbing

• Meta: always has been a work horse, however isn't able to optimise for solely new-customer acquisition, with little active customers matched.
• Audiences: pixel and website audiences are effectively empty (~20 people), so retargeting has been struggling. The real customer list (~9,000) isn't being used, and this being a massive part of the strategy makes it super important to fix.
• Momence emails: no way to track analytics from one-time campaigns, and Momence flows report on overall revenue, not per email.
• Website: Squarespace has shown it's slow to load and hard to make changes and launch new pages. If we want to test messaging and different landing pages, we need a scalable solution.
• Momence booking widget: our assumption is that booking is confusing and difficult, and we believe we can squeeze out an extra couple of conversion % with a cleaner checkout widget.

A missing middle, and data that can't see it

• People have a great first visit, then nothing sits between "one-off" and "membership". The bridge has always been missing.
• Momence data doesn't flow cleanly into Meta or Klaviyo, so we can't retarget properly, run the visit ladder, or attribute revenue to the ad or email that drove it.
• Ad clicks land in Momence's default booking widget, off-brand, and a known drop-off point.

Two engines, one funnel

One funnel, four stages

Paid fills the top. Owned moves people down.

Sell the feeling, not the modality

• Cold audiences buy outcomes: feel calmer, sleep better, switch off. Not heat, cold and breathwork.
• Our creative rule: 70% feeling · 20% experience · 10% modality.
• Lead with Signature Journey (flagship) and Elements (scales). Broad targeting, several angles, one clean Book CTA.

One consolidated cold campaign, not eleven products fighting for the algorithm's attention.

Make the click worth it, then make the ask

• A booking experience worth the click: a custom, EQ-branded front end (sessions, packs and gift vouchers), powered by the Momence API, handing off to Momence only for payment. Clean, first-party tracking from click to booking.
• Home to the "how do you want to feel?" qualifier and the live season calendar, so people self-select the right product, not always the SJ.
• Warm retargeting into the Reset pack, and a post-visit "claim your pack" offer with the first visit's value deducted and a 7-day window.

The booking front end is already a defined scope. It makes every ad dollar convert harder, and it clones for Sydney.

The compounding engine: owned

• A Klaviyo flow triggered off every visit: post-visit → Reset pack. Second-visit nudge. Win-back. Membership nurture.
• The "consistency" narrative (most people return weekly) runs in retargeting and email, where it belongs, not in cold ads.
• Automated, revenue-tracked. This is what turns a one-off into a member.

It's hard to get someone to buy a membership off a cold impression. They're nurtured into it after they've felt the product.

Four phases, built backwards from September

• Phase 1 — Foundation. Fix the data plumbing + build the new infrastructure. No new spend.
• Phase 2 — Acquisition + the bridge. Prove first-timers buy packs.
• Phase 3 — Acceleration. Programs to warm audiences, nurture switches on.
• Phase 4 — Membership-led. Owned converts, paid keeps the top full.

The point of the sequencing: generating validation data by mid-August, well inside the raise window.

Foundation

• Momence → Meta (CAPI) and Momence → Klaviyo.
• Clean purchase events, rebuild audiences from the customer list.
• Stand up blended measurement.

Outcome: we can finally retarget, ladder and attribute revenue.

Acquisition + the bridge

• Paid: consolidated cold acquisition, led by Signature Journey + Elements.
• Paid: warm retargeting into the Reset pack.
• Owned: build the Klaviyo ladder.

The question we answer: do first-timers buy a Reset pack when we ask?

Acceleration

• Acquisition stays the engine.
• Programs introduced to warm audiences.
• The "consistency" narrative enters retargeting and email; membership nurture begins.

Membership-led

• Gradual transition to membership focus, with the goal of being membership-led by week 20+.
• Converted through owned + warm retargeting (testimonials, before/after feeling).
• Acquisition keeps the top full; a measured cold Equilibrium test once proven.

Owned, portable, and built to prove the story

• The website: a self-hosted rebuild structured around the funnel — a discovery page with the qualifier as the primary ad destination, experience pages, packs, membership and the live season calendar. Clean tracking from first click, and real A/B testing.
• The email engine: Klaviyo plus a Momence data bridge, so revenue is attributed to every flow and send. Built on a reusable, brand-locked email design system, so every email looks like EQ and takes minutes to assemble, whether we send it or your team does.
• The measurement layer: PostHog alongside Clarity for the funnels, testing and behaviour data behind the numbers.

Every piece is an asset you own and carry to Sydney. A Squarespace site and a list trapped inside Momence are not.

Klaviyo vs Momence vs Mailchimp

Only Klaviyo tells you which email made money. That's the whole point of the upsell flows, and the raise.

Current emails

Session promo

Weekly what's-on

As sent today via Momence broadcasts. Click an email to expand, or scroll inside the frame.

New emails

Weekly what's-on

Post-visit pack offer

Designed to the EQ brand, built as reusable Klaviyo templates. Click an email to expand, or scroll inside the frame.

PostHog vs Microsoft Clarity

Keep Clarity for free replays now. Add PostHog for the A/B testing and funnel data the raise depends on.

Custom front end vs the Momence widget

Custom build vs Squarespace

Our recommendations

• Keep acquisition as the majority of paid. Membership scales through owned, so the funnel doesn't dry up.
• Convert programs and membership warm, rather than acquiring them cold. More touch-points and trust let them retain longer and be more bought in from day one.
• Run the visit ladder in Klaviyo, with paid supporting it. It's triggered by visits, so it belongs in lifecycle.

Three channels, one job each

Create the demand with Meta

• One consolidated cold acquisition campaign, led by Signature Journey + Elements — these are proven acquisition engines. Hesitancy to run four different products in parallel at around current budget/radius.
• Broad targeting, several creative angles, one clean Book CTA.
• Creative rule: 70% feeling · 20% experience · 10% modality.
• Warm retargeting into the Reset pack and second-visit nudges, powered by audiences rebuilt from the ~9,000-strong customer list (the pixel pools stay empty until the CAPI fix lands).
• No cold membership ads yet. Membership converts warm, at a fraction of the cost. Let us rebuild the database, then test cold-membership acquisition.
• Focus on A/B testing messaging on website destinations.

Catch the demand we create

• Product-led restructure: Signature Journey ring-fenced as its own campaign, Generic rebuilt with tight, keyword-matched ad groups and landing pages.
• Brand stays minimal, most brand demand converts anyway and is non-incremental.
• A/B test messaging on website destinations — these audiences might need different language to Meta audiences.

Where the ladder actually lives

• The flows, in build order: welcome, post-visit pack (the priority, and the one we watch for revenue), the 14-day cold pack flow, win-back, then membership nurture.
• Every flow and campaign reports the dollars it made. Klaviyo's value is here.
• We can explore creating an email design system in Klaviyo so one-off campaigns stay on brand.
• Keep Momence for operational emails + SMS (like building access and reminders); Klaviyo for anything marketing-related (can include SMS too).

Where the money goes

This will shift as the strategy evolves and we generate more data.

Our measurement numbers

Everything will be cross-referenced to Google Analytics using UTM codes for a source of truth.

What it costs, and what it buys

• Meta Conversions API tracking fix-up (currently in place)
• Klaviyo email integration
• Momence API booking widget
• Website re-development

These would all fall outside current paid-media scope, listed here in order of priority. We don't need to nail them all off at once (nor would I have the capacity to), but a longer-term rollout can be discussed.

Next steps

• Conversions API scope + implementation. This is important and I'd like to kick off as soon as next week.
• Klaviyo email integration. I still need to fully confirm this is doable with our website / conversion setup via API, but so far I'm confident it's possible.