Master plan to reposition Chiro180 SaaS as the entry point of Austin's brand ecosystem, fill a 50-seat Ascent September cohort, and put Chiro180 on a credible path to 1,000 paid subscribers.
v1 · Drafted 2026-05-12Source: Austin / Jordan 1:1 (Fathom 145807548)Owner: Jordan GodbeyTarget launch: 2026-09-14 (Ascent cohort)
Chiro180 SaaS becomes the entry point of Austin Cohen's brand ecosystem. Paid ads + 4 rotating lead magnets feed a $1 first-30-days trial → $195/mo conversion → 6-month maturation → upsell into Ascent ($1,295/mo cohort) and the broader Coaching umbrella.
We are not building a new offer or a new voice. We are building the capture, amplification, and conversion plumbing Austin's content has been missing.
North star by 2026-09-14: 50-seat Ascent September cohort filled + Chiro180 on a credible path to 1,000 paid subs.
Stays ON chiro180.com: software pages, $1 trial, Spinal Health Score demo, customer stories, release notes
Old Shopify site decommissioned; new site rebuilt on Netlify via Austin + Miyagi
Wedge sentence — use everywhere:
"ChiroTouch runs your front desk. Chiro180 runs your business."
3. The Offer — Blueprint's Spec
$1 / 30-day full-access trial of Chiro180 → auto-converts to $195/mo on day 31. Replaces the demo form as the primary CTA. Card-on-file at signup ($1 charge filters tire-kickers, validates CC, blocks fraud). One-click cancel. 14-day no-questions refund on first $195 charge.
Value stack — $1,181/mo perceived value at $195 price
Component
Standalone Value
What It Is
Chiro180 software
$295/mo
Spinal Health Scores, Plan Builder, Dashboards, L10 tools, EHR + open API on roadmap
Circle community access
$97/mo
Peer chiropractors running the system, daily activity
Monthly growth call w/ Austin
$195/mo
Austin's number — "worth $195 alone"
51-page Implementation Guide
$497 one-time
Week-by-week practice buildout
Rotating playbook drops
$97/mo
New best-practice playbook each month
Stacked perceived value
~$1,181/mo + $497
Price: $195/mo
Activation definition — the only metric watched in the first 90 days: A trialist is activated when they have uploaded a first patient scan AND logged a Spinal Health Score by day 14.
ChiroTouch refugee special
60 days free (not 30), $0 signup, 100-seat cap, batch Friday cohort onboarding with Filip + Austin. Targeted at the ~1,000 ChiroTouch users Miyagi identified in a Facebook group.
Ascent upsell qualifier (must hit all three)
≥6 months as a paying Chiro180 subscriber
Practice revenue ≥$30k/mo (Austin's existing Ascent floor)
Attended ≥3 monthly growth calls
Mechanic: Austin DM in month 7. Not email blast, not in-app banner. One-to-one invite to apply.
4. The Lead Engine — Igniter's Plan
4 lead magnets — rotated across Austin's existing surfaces
Product isn't sticky enough at scale → Mitigation: instrument activation funnel in first 30 days; if 90-day retention <70% by W8, slow ad spend, fix product.
Austin's voice doesn't scale → Mitigation: Closer trains voice model on corpus; Austin signs every send first 90 days.
Miyagi build slips W3 deadline → Mitigation: Engine pings Austin every Friday; Filip-supervised Webflow rebuild as Plan B.
Operating Layer AI parallel build creates split attention → Mitigation: Austin's plate is content + Miyagi briefs only; Jordan owns OL.AI separately.
11. Current Status — Week 1
Week of May 12–18, 2026 (Foundation)~98 days to Ascent Sept openHealth: Green
This week's must-ship
Jordan: email Austin — project plan link + amended agreement draft ($10K baseline)
Austin: send 51-page Chiro180 Implementation Guide PDF to Jordan
Austin: brief Miyagi on new chiro180.com site scope
Engine: open gc-data/business/clients-state/chiro180.md and tie this initiative to it
Lens: draft KPI dashboard spec (due W2)
Closer: receive corpus + Architect thesis + Blueprint spec → begin voice-model prep
Chiro180 is the operating system for chiropractors who were taught to pass boards, not run businesses — for clinic owners stuck running on vibes, hero culture, and 24-month staff churn who want a recurring, retention-driven practice they can actually walk away from.
Entry point: $1 trial. Promise: the same operator frameworks Amazon, Apple, and Marriott use — translated for chiropractic. North star: 1,000 subscribers and an email list deep enough to fill a 50-seat Ascent cohort in September.
2. Audience Diagnosis — Three Personas
A. "Dr. Pete" — Solo Operator, 1–3 Years In. Owns one clinic. ~$30–60k/mo collections. Works in the business, not on it — adjusting all day, then doing payroll at 9pm. Hires from gut. No scorecard, no L10, no recurring-revenue model. Believes: "I just need more patients." Actually needs: an operating system before more demand snaps him in half. Buys when: the pain of one more bad hire exceeds the friction of trying something new. Churns when: he doesn't see a behavior change in 30 days.
B. "The Multi-Location Operator" — 2–5 Clinics, Plateaued. Built the first clinic on hustle, can't clone himself. Every clinic runs differently because every clinic runs on its DC's personality. Believes: "I need better leaders." Actually needs: a documented operating cadence so the system, not the personality, runs the clinic. Buys when: he hears Austin say "13 locations, 6.7-year tenure, industry average is 24 months." Churns when: he can't get his existing team to adopt the new system.
C. "The ChiroTouch Refugee" — Switching Software, Open to More. Already paying $300–600/mo for a closed legacy PM system that feels like 2009. Believes: "I just need better software." Actually needs: to realize software alone is the wrong frame — what they need is an OS. Buys when: they see open APIs + a real dashboard + a community of operators who've already figured out the workflows.
3. The Transformation
Day 0 — Pain state. Drowning in volume but no recurring revenue. Hires on instinct. 18–24 month staff churn. Practice value: low — it's a job, not an asset.
Day 30 — First wins. Spinal Health Scores live. First weekly L10 ran. One scorecard metric tracked daily. First hire made against a documented role.
Day 90 — Operating cadence locked. Recurring revenue % is visible. Patient retention curve shifted. First team member promoted into an operator seat. Owner in clinic one day less per week.
6 months — Identity shift. Owner stops calling themselves a chiropractor who owns a business and starts calling themselves an operator who happens to adjust. First Ascent-tier conversation happens naturally.
Ideal state. A practice that survives the owner getting hit by a bus. Sellable. Scalable. A real asset.
4. Competitive Whitespace
Open API where the incumbents are closed. ChiroTouch can't connect to anything. Chiro180 can. That alone is a switch trigger.
EOS-style operating cadence baked into the product, not sold as a $2k/mo coaching add-on. Scorecard, L10, rocks — inside the tool.
A peer community of operators, not a support forum. Chiropractors learn from chiropractors 6–12 months ahead of them.
Austin's lived authority. 13 locations, 6.7-year team tenure vs. 24-month industry average. The incumbents have logos; Austin has receipts.
6. Positioning Statement (Austin's Voice)
Hey — I built Chiro180 because nobody taught us this stuff. We passed boards. We learned to adjust. Then they handed us a clinic and said good luck. I spent ten years figuring out how Amazon, Apple, and Marriott actually run — and I rebuilt it for chiropractors. Chiro180 isn't software. It's the operating system I wish someone had handed me on day one.
Spinal Health Scores so your retention isn't guesswork. A scorecard so you know if you're winning before the P&L tells you. A cadence so your team stays six years, not eighteen months.
Try it for a buck. If it doesn't change how you run your practice in two weeks, I'll refund you and we part as friends. But I don't think you'll want to.
Austin already produces excellent top-of-funnel content (639 monthly podcast listens, ~2,000 newsletter subs, 4 speaking events/year) — but every piece of content dead-ends with no capture mechanism. We build a 4-magnet capture grid, run paid amplification underneath it, route every opt-in through a 14-email nurture into the $1 first-30-days Chiro180 trial, and segment activated trial users into the September Ascent cohort. Reach + capture is the gap, not content quality.