Welcome to FunnelRepublic

We build marketing and sales systems for service & empowerment businesses.

We help businesses that offer non-tangible services to their customers create robust and scalable marketing and sales systems.

Our approach is based around our Marketing and sales Masterplan, which you can discover by clicking on the image. It’s a full end-to-end methodology that we have used to help service and empowerment businesses grow from start-up to 8 figures.

We build:

  • Websites and marketing funnels
  • Email marketing systems
  • Voice and SMS messaging systems
  • Remote training and coaching delivery systems
  • Appointment booking systems
  • Digital content and subscription systems
  • Business process automation
  • Customer communications

To give you freedom and flexibility, we …

  • Automate anything that can be automated
  • Make sure its as fast and easy to use as possible
  • Make sure it can be used and managed from anywhere

We have:

  • 15 years of experience creating customised marketing and sales solutions
  • worked with companies such as Hitachi, Red Bull, Virgin, Next and Hilton
  • helped startups grow to 8 figures

If you want a marketing system built and customised for your business:

… then reach out to our team using one of the options below:

The Sales & Marketing MasterPlan

If you run a service or empowerment business, the diagram below is your masterplan.

You know how when you are doing a jigsaw, it’s almost impossible to get it right unless you can see the picture on the front of the box?

A lot of people who run businesses are staring at a jumbled pile of landing pages, videso, emails and the like, and trying to work out how to fit those pieces together.

So here is the picture on the front of your sales and marketing jigsaw box:

Click on the image above to view it at a higher resolution.

This is the plan that we have developed over the last 15 years, and which has helped businesses like yours go from startups to 8 figures.

And here is what some of the various elements mean:

  • Vision: a clear idea of where we are going, and why we do what we do . Ideally, it’s a mission customers admire and can get behind, and become fans of. It’s about giving the business a personality. (Apple, I’m looking at you circa 1989.)
  • Content Pool: a pool of useful content that will help your customer be, do or have more of what they want. We need to know as much as possible about our customer’s threats and opportunities, so we can become their trusted expert.
  • Potential Customers: It’s important we define who our target groups are, what they like, who they are likely to be interested in – things which help us put our message in front of them as cheaply as possible.
  • Engagement: This is about creating routes to our target folks, identifying them by what we know and then establishing a relationship as someone who can help. Social media, per-per-click, YouTube, emails, referrals, affiliate deals
  • Lead Magnets: Ebooks, optins – these are information or experience-based consumables that we gift to the customer in return for the opportunity to communicate with them.
  • Ad Cost Liquidators: bit of a mouthful, but these are simply small products or service offerings we use at the point of opt-in to get back some of our marketing spend. That means our budget goes further – and we reach more people.
  • Engagement Value Sequences: there are two key reasons why people won’t always buy straight away. This first is that they don’t need it right now, the second is they are slow to trust and choose. In either case, we want to have a valuable conversation with them that positions us as a trusted expert, and gives us opportunities to walk them towards a conversion funnel.
  • Conversion Funnels: This is where we get them to take action. The conversion funnel can take many forms: live event, landing page, webinar, phone call etc – but in all cases the aim is the same: the customer needs to want what we offer more than they value that amount of money in their pockets.
  • Upsell & Cross-Sell: Each customer will have a different budget and appetite for what you have. They will also have other needs – other opportunities for us to serve them profitably. Getting this bit right is a balance between not leaving any “money on the table”, and not ruining the relationship by seeming too grabby.
  • Continuity Products: These are sources of regular income such as membership site, newsletters and the like, that give people regular doses of what they need in return for a regular income for you. These can be very useful income backbones for your business.
  • Low-Cost Products: these are what we would refer to as 1 to many products. Group training, digital products – all of these are things where you can leverage your knowledge and expertise without hitting a capacity ceiling.
  • High-Value Services: By and large, the more personalised a service becomes, the more expensive it is, because you take up more time and focus. 1:1 coaching & tuition, inner circle programmes, implementation services – these are the services where we charge more because it costs more to scale up, and also because the value to the client is much greater.
  • Resell/Referral: When it comes to reselling, there are lots of companies that miss the trick of selling to the customer again. With referrals, this is where we can access other customers through our existing customers. Word of mouth is one of the most powerful forms of advertising – and we can help that along.
  • Affiliated Products & Services: This is where we can – with permission – connect our customers to other businesses that supply complimentary services.

When we put this engine together properly, then we get a number of benefits:

  • Lower advertising costs
  • Happier, more engaged customers
  • Faster growth
  • Higher profitability
  • Better reputation
  • Happier and longer term staff

Give us 30 minutes to walk you through this, and we’ll show you how it can map across to what you do.

The diagram above might seem a bit complex – but it works.

The best way to understand it is probably to have one of our team walk you through it, and they can tell you what each part would look like for you.

If this something you’d like to do, then drop us a line at hello@funnelrepublic.com, and we’ll arrange a Zoom call.

Creating your Customer Journey

What we’re going to do in this tutorial …

We are going to define what your particular customer journey looks like, which is composed of the 7 key steps a customer goes through to move from “I don’t know you” right through to “I’m a big fan of what you do, I always buy from you, and I recommend you to everyone I meet, whether they ask or not.”

Why we need to do this …

The customer needs to move through a number of stages on the right order, and be intelligently brought up to buying temperature at a speed that’s right for them.

Think of it like a courtship.

Too fast, and they will reject you. And they will also  tell their friends to avoid to you, because you are too pushy.

Too slow, and you end up in the Friend Zone.

Skip steps, and you come across as creepy, like someone who starts stroking your hair within a few seconds of you meeting them at a bus stop.

The marketing assets that you create should be specifically designed to move people from one stage to the next. When you know what those stage are, it’s easier, faster and cheaper to make what you need.

How we are going to do this …

  • We’ve listed the steps below, along with examples of what other people do at that stage.
  • For each step, let’s decide what you will do to make them forward. 
  • When we create your marketing in later tutorials, you’ll then know which assets you want to create and why.

Stage 1: Customer becomes aware

  • Description: At this point the customer has become aware of us, we have caught their eye.
  • Examples: Posters, flyers, Facebook posts, Instagram pictures and videos, YouTube pre-roll advertisements, partner network advertising, sponsorship, branding of people, vehicles premises et cetera
  • Ideas for your own business:

Stage 2: Customer becomes engaged

  • Description: At this point, the customer has started to read articles or watch videos from us, and consume the materials we are creating.
  • Examples: Facebook videos, YouTube videos, forum and Facebook group posts, Facebook live, brochures, leaflets and articles, Retargeting advertisements,
  • Ideas for your own business:

Stage 3: Customer gives us their contact details

  • Description: At this point, the customer provides us with contact details in order to be able to receive more interesting and useful stuff that is relevant to their problem or opportunity, which then allows us to start to bring them up to buying temperature, either for a straightforward purchase if we have a low entry price point, or for a first touch product.
  • Examples: Webinars, surveys, quizzes, free e-books that require registration, free products, newsletters
  • Ideas for your own business:

Stage 4: First Touch

  • Description: At this point, the customer invests a small amount of money or some time to either learn more about our solution to the problem or testdrive our product or service. This teaches them that they can buy from us with confidence and also help them better see how we can help them – and is especially useful for higher price point product.
  • Examples: Testdrive, 30-day free trial, open days, free strategy call, taster sessions, free samples
  • Ideas for your own business:

Stage 5: First Touch Follow Up

  • Description: At this point, the customer becomes more excited about the possibilities our product or service offers, based on the pleasurable experience of the first touch, and we understand more about them so that we can start to point them at the right level of product based on their appetite and budget.
  • Examples: Surveys, follow-ups, consultancy and strategy calls, vouchers, special offers
  • Ideas for your own business:

Stage 6: Customer Routing, Purchase, & Up-sell/Cross-sell

  • Description: At this point, the customer is pointed at the optimum product for their appetite and budget, and is optionally offered additional products and services to enrich their use or experience of the product or service.
  • Examples: “If you like this, you might also like”, “customers who purchase this also bought”,  “special offer, buy these two items together as a combo”, Vistaprint-style additional use items, one-time discount offer, flash sales, VIP upgrade, McDonald’s meal super-size, warranty and product cover.
  • Ideas for your own business:

Stage 7: Customer repeat sales and referrals

  • Description: At this point, the customer becomes a regular ongoing purchaser, provides testimonials and also acts as a promoter by referring other customers to us.
  • Examples: Recommend a friend, loyalty vouchers/rewards, loyalty cards, newsletters and follow-up groups, mouse mats, mugs and stickers
  • Ideas for your own business:

Tech solution to manage and deliver appointment-based 1-1 sessions online

This guide has been created by our team to help trainers and coaches who are looking to migrate their businesses online. 

It’s aimed at coaches, therapists, and other service professionals who deal with clients on a one-to-one basis, and are normally paid by the hour or session and have a number of sessions booked.

It’s an evolving document – so if you have a question not covered here, drop it in the comments – we’ll add the answers to this document and then comment you back, so you know to come back.

NOTE: in this guide, we are going to cover the systems we have worked with and implemented for clients over a number of years. There are other systems out there, and depending on your situation, some of them may be better for you. The systems we will recommend are however cost-effective and we know they work.

Solution Outcome

This guide shows you how to create a solution that allows you to:

  • provide customers with a link (either on your website via email, social media etc)  that allows them to choose the session that they want from the times that you are available
  • clients can optionally pay for the session in advance if required
  • automatically send them a connection link for the booked session that connects them to you via a simple to use video conferencing system
  • optionally send them a recording of the session (thereby increasing the value of your service to the client)


Solution Ingredients

  • Calendar system (free) – eg Google calendar, Outlook calendar etc
  • Calendly ($12 a month) – a calendar booking system that integrates with all the popular calendar systems such as Google, outlook etc.
  • Stripe (free) – a simple but effective payment processing system – you can take payments with it and have it send the money to your bank.
  • Zoom (£12 per month) – one of the leading video conferencing solutions – which integrates with Calendly.


Implementation Instructions

Step 1: Set up a Zoom account

  • Go to zoom.us
  • Create an account
  • Subscribe to their Pro package – this allows you to integrate it and also allows you to have sessions which last for longer than 40 minutes

Step 2: Set up a Stripe account (if you want to take payments)

  • Go to www.stripe.com
  • Create an account
  • Link it to your bank account so you get paid

Step 3: Set up a Calendly account

  • Go to Calendly.com and create an account. (Go for the Pro version, as that allows you to integrate Zoom and Stripe).
  • TIP: If you have Gmail, set up your account using your Gmail login, as that will make adding your calendar easier.
  • Log into Calendly, and add your calendar. (Account -> Calendar Connections)
  • Click on Home in Calendly, and add a new event type. This allows you to specify how long your sessions are, and when they run.
  • Click on Integrations from the menu at the top, and then choose Zoom.
  • The system will ask you to log into your Zoom account and grant it the permissions it needs
  • You can then go to your event that you have set up, and select Zoom as the location. (The system will then automatically create a zoom session and supply both you and the attendee with the right link in your calendar reminders)
  • Click on Integrations from the menu at the top, and then choose Stripe.
  • As with Zoom, the system will then ask you to login to Stripe and give it the permissions it needs.
  • Once you have finished, go back to your event, and at the bottom of the page and additional options, you can click on collect payment. Select Stripe, tell it how much you want to collect what currency, and save.


  • Test it with a friend, creating an event and charging a pound for it, and you will quickly see what it looks like for both you and the attendee.

Usage Instructions

Now that you have set up, here is some guidance on how to use it

  • When you go into Calendly, and look at your event type, you will see a button marked copy link. This will give you a web address that you can use on social media, on your website, via email and so on that will then allow people to very quickly schedule an event with you
  • When your event comes up, you can click in the Zoom link which is automatically in your invite, and that will put you into a videoconference with the client
  • At the bottom of the zoom screen, there are links allowing you to share your screen (if you want to share a presentation for instance), and also record the session.
  • When you record the session, you can record it to your desktop, and then upload the video to a video sharing sites such as YouTube or video, and mark it as unlisted, so that you can send the client the link and only they can see it

Creating a Customer Avatar

Why we need to do this …

We do this for a number of good reasons:

  • It’s essential to have an image of who we are talking to when we design our products and marketing messages.
  • Knowing their interests helps us find and target them more cost effectively

How we are going to do this …

  • We divide our target market into segments. We can do this in a number of ways:
    • How good/skilled/experienced they are
    • What their appetite and budget is 
    • What their desired outcome is
  • For each one, create an avatar using the questions below. 

Section 1: Demographics

  • Name:
  • Age:
  • Gender:
  • Marital status:
  • Age and # of children:
  • Location:
  • Field of occupation:
  • Job title:
  • Annual income:
  • Education level:

Section 2: Challenges & Pain Points

  • What are this customer’s top 3 challenges?
  • What are this customer’s top 3 pain points?
  • What is your customer not good at?
  • What is your customer uncertain about?
  • What does your customer no longer want to experience?
  • What does your customer no longer want to feel?
  • What does your customer have bad dreams about?

Section 3: Goals, Desires and Values

  • What are this customer’s top 3 goals?
  • What are this customer’s top values?
  • What are they committed to? What do they believe in?
  • What they want to get better at?
  • What do they want to experience?
  • What do they want to feel?
  • What does your customer have pleasant / daydreams about?

Section 4: Sources of Information

  • What books does your customer read (which other people would be unlikely to)?
  • What magazines does your customer subscribe to (which other people would be unlikely to)?
  • What blogs and websites does your customer visit (which other people would be unlikely to)?
  • Which conferences and events as your customer attend (which other people would be unlikely to)?
  • What experts does your customer follow (which other people would be unlikely to)?
  • What other interests or activities as your customer have or do (which other people would be unlikely to)?

Section 5: Buying Behaviour

  • What objections would your customer be likely to have?
  • What role does the customer have in the purchase process?
  • Who else would be likely to influence the customer in terms of buying?
  • How comfortable is the customer likely to be at buying online versus face-to-face or over the phone?

Section 6: Outcomes & Alternatives

  • What transformation is the customer looking for (from and to what):
  • How would they visualise that transformation? (Where would they be and what would they be doing?)
  • What alternatives do they have to our solution, and why don’t they give the same result?

Section 7: Context of Problem or Need

  • How or when do they discover they have a need?
  • Who do they first discuss solving this problem with?
  • Where do they usually do their research to solve this problem?
  • Where do they look to find companies to solve this problem?