Audience: 300 existing Dr. Hutcheson clinic patients
Launch date: May 24, 2026 (T-6 days from today)
Goal: 50 to 100 paid signups in week one
Mechanic: First Access. First 30 patients in our clinic list get PostureVision® before public launch on June 1.
Pricing: $9.99/mo for everyone (no separate cohort price). Foundation Cohort is about being IN early, not paying less.
Billing: Stripe via GHL (already wired live)
Subaccount: PostureVision (PV) GHL subaccount
Trial: None. Same price as public launch, just early access.
Signup domain: posture.vision/foundation (subdomain to lock for this campaign)
Brand rules: Never use em dashes. PostureVision® with the registered trademark every time.
These are not cold leads. They're patients who already know Brian, paid him, and trusted his hands on their structure. The standard 15-touch chronic-pain nurture doesn't apply here. This is a 5-touch, 14-day insider campaign with a built-in scarcity mechanic.
The promise: "You were in my clinic. Now you're being invited into the next thing I'm building, a week before everyone else."
The risk to avoid: sounding like a generic SaaS launch. Every touch must feel like it came from Brian personally, not from a marketing department.
| # | Day | Channel | Subject / hook | Goal |
|---|---|---|---|---|
| 1 | May 24 (Sat) | Email + SMS | "Something I've been building for you" | Set up the founder moment; soft pitch |
| 2 | May 27 (Tue) | "Here's what I mean, 90-second video" | Show the product (Brian on camera, no slick edit) | |
| 3 | May 29 (Thu) | Email + SMS | "30 spots before June 1" | Drop the first-access mechanic |
| 4 | June 1 (Sun) | "Launch day and a personal thank-you" | Launch day + scarcity update ("X of 30 taken") | |
| 5 | June 4 (Wed) | "Closing the founder window soon" | Final urgency push if spots remain |
After Day 14: lapse to general waitlist. Anyone who hasn't converted moves into the standard "PostureVision interest" nurture (much lighter cadence, 1x per 3 weeks).
The offer: First 30 signups from Foundation Cohort get into PostureVision® a week before public launch. Same $9.99/mo everyone pays after June 1, but with a "Foundation Member" badge in the app and a direct line to Brian through the support channel during the first month.
Why first access works (without a discount):
Anti-pattern: don't dress this up with countdown timers, urgency bars, or "ONLY 47 LEFT!" graphics. The audience will smell that. Plain text from Brian works better than any visual.
Strategic note: if the 30 spots fill quickly and there's appetite for more, we can decide post-launch to extend "Foundation Member" status to the next 20 with the same Brian-direct-line perk. We don't commit to that publicly.
Subject: Something I've been building for you
Preview text: Two years of work, and you're the first to see it.
Body:
Hey [First Name],
If you're getting this, you've been in my clinic at some point over the last few years. That means you already know how I think about the body. Posture isn't a vibe, it's a measurement. And what most people call "posture work" doesn't actually work.
Two years ago, I started building something to put that measurement in your pocket. It's called PostureVision®. It's a 60-second scan you do with your phone camera. No wearable. No clinic visit. It returns four clinical numbers (alignment, curvature, stability, and a composite Poise score), plus a two-minute daily routine designed for whatever your scan revealed.
I built it for patients like you, who I can't see every week, who shouldn't have to drive 40 minutes to know if their alignment is drifting.
It launches publicly on June 1.
But because you were one of the patients who made me build it, I'm holding 30 spots for patients I already know to get in a week before everyone else. Same $9.99/mo public price, but you're in first, with a direct line to me through the app during the first month.
If you want to see the product before then, here's a 90-second walkthrough: [link]
If you have questions, just reply. I see every email to this address personally.
Brian
Dr. Brian Hutcheson, DC
Hey [First Name], Brian here. Just sent you something I wanted you to see before anyone else. Check your email when you have a sec. BH
Subject: Here's what I mean. 90 seconds of me.
Preview text: Filmed it this morning. Wanted you to see it in my actual office.
Body:
[First Name],
I made you a video instead of writing another long email. 90 seconds, filmed this morning in my office.
[Embedded video. Brian on camera, no edits, hand-holding phone, showing the scan happen live]
What you're seeing:
- The scan itself (60 seconds standing sideways)
- The four numbers it returns (alignment, curvature, stability, Poise)
- The two-minute routine it built for me, today, based on what it saw
Three things I want you to know:
The measurement is real. We validated against clinical exam in [N] patients. Clinical bands match published biomechanical ranges.
The routine adapts daily. If your scan shifts, the routine shifts. It's not a static program.
The first 30 spots are still open. Same $9.99/mo as the public price, but you're in before launch day with a direct line to me through the app. I'll tell you exactly why I'm doing this in Thursday's email.
Watch the video. Reply if anything's unclear. June 1 is coming fast.
Brian
Subject: 30 spots before June 1
Preview text: Why I'm holding spots for patients first.
Body:
[First Name],
I told you Tuesday I'd explain the Foundation Cohort. Here it is.
What it is:
The first 30 PostureVision® members will come from this email list. Same $9.99/mo public price. Same product. The only thing different is when you get in and who has my attention during your first month.
Public launch is June 1. Foundation Cohort signups happen this week.
What you get as a Foundation Member:
- The product, a week before everyone else
- "Foundation Member" badge in your account (it stays)
- Direct line to me through the app for anything genuinely clinical during your first 30 days (real escalation path, not a chatbot)
- First access to the corrective coaching feature when it ships in Q3
Why I'm doing it:
When I started building this, I asked four of you to test scan flows on your phones. None of you charged me. You gave me honest feedback that's the only reason this product is actually useful.
The Foundation Cohort is how I pay that back at scale, to everyone on this list, not just the four who tested. You don't have to have been a tester. You just have to have trusted me with your structure once.
What you do next:
If you want one of the 30 spots, [click here] before June 1. You'll create your account, pay your $9.99 first month, and you're in. June 1 you'll be one of the first 30 people in the world running daily scans.
If you have questions or this feels like it's not the right time, just reply. There's no pressure. But the 30 spots are real, and existing patients are already claiming them.
Brian
Hey [First Name], Brian. Did you get the Foundation Cohort email? 30 spots before June 1. Wanted to make sure it landed. BH
Subject: Launch day. And thank you.
Preview text: Twelve of you are already in. Here's where we're at.
Body:
[First Name],
It's June 1. PostureVision® is live as of this morning.
The Foundation Cohort is [X] of 30 spots claimed (I'll update this number on the page in real time).
If you've been on the fence, today is the day. By tomorrow there's a real chance the 30 spots are gone and the Foundation Member status closes.
[Claim your spot, $9.99/mo]
Two things I want you to know:
First, thank you. Every single patient who walked into my clinic over the last decade is part of the reason this product exists. The way I think about structure, the language I use to describe what's happening to your body, the routines I built into PostureVision®, all of it comes from working with you.
Second, what to expect today. The app is going to be busy. If something feels slow, give it 10 minutes. We've stress-tested for this, but day-one launches are day-one launches.
If you sign up today and run into anything weird, reply to this email and I'll personally help you fix it.
See you in the app.
Brian
Subject: Closing the Foundation window
Preview text: [X] of 30 spots still open. Closing Sunday.
Body:
[First Name],
Quick update: Foundation Cohort still has [X] of 30 spots open as of this morning.
I'm closing Foundation Member access this Sunday, June 8. After that, you can still sign up for PostureVision® at the same $9.99/mo, but Foundation Member status (badge, my direct line for clinical questions in your first 30 days, first access to Q3 coaching feature) is closed.
If you've been thinking about it, this week is the moment.
[Claim your Foundation Member spot]
If it's not the right time, no problem. There'll be a public-pricing path for you later, and the door doesn't close on me as your clinician. You can always come back through the regular channel.
Brian
Anyone who hasn't converted by June 8 moves to:
No further Foundation Cohort references after June 8. The cohort is genuinely closed.
Contact tagged foundation-cohort-2026 (manually applied to the 300 existing patient records before May 24)
[Trigger: Tag Added 'foundation-cohort-2026']
v
[Wait: until May 24, 10:00 AM ET]
v
[Send Email: Touch 1 "Something I've been building for you"]
v
[Wait: 2 hours]
v
[If/Else: Email opened?]
+-- YES, continue
+-- NO, [Send SMS: "Just sent you something..."], continue
v
[Wait: until May 27, 9:00 AM ET]
v
[Send Email: Touch 2 "Here's what I mean, 90 seconds"]
v
[Wait: until May 29, 8:00 AM ET]
v
[Send Email: Touch 3 "30 spots before June 1"]
v
[Wait: 9 hours]
v
[If/Else: Email opened AND not converted?]
+-- YES, [Send SMS: "Did you get the Foundation Cohort email?"]
+-- NO, skip SMS
v
[Wait: until June 1, 7:00 AM ET]
v
[Send Email: Touch 4 "Launch day"]
v
[Wait: until June 4, 10:00 AM ET]
v
[If/Else: foundation_cohort_count < 30 AND tag 'converted' NOT applied]
+-- TRUE, [Send Email: Touch 5 "Closing window"]
+-- FALSE, exit workflow
v
[Wait: until June 8, 11:59 PM ET]
v
[Apply tag: 'foundation-cohort-lapsed']
v
[Remove tag: 'foundation-cohort-2026']
v
[Add to general PostureVision nurture workflow]
v
[End]
foundation_cohort_count (Numeric, increments on every conversion, used in Touch 4 + 5 dynamic copy)foundation_cohort_member (Boolean checkbox, set TRUE when contact converts)foundation_cohort_lapsed (Boolean checkbox, set on June 8 if not converted)When a Foundation Cohort contact completes signup:
foundation-cohort-convertedfoundation_cohort_member = truefoundation_cohort_count via webhook to a small counter endpointfoundation-cohort-2026, server-side applies the "Foundation Member" badge to their app account and adds them to the Brian-direct-line support channel for their first 30 daysfoundation-cohort-2026 in GHL. Should be a single CSV import plus bulk tag.