Audience: 300 existing Dr. Hutcheson clinic patients
Launch date: May 24, 2026 (T-6 days from today)
Goal: 50–100 paid signups in week one
Mechanic: Founder Lock-In pricing — first 30 patients lock in at $9.99/mo for life (public price launches at $19.99/mo)
Billing: Stripe (already wired) — server-side price routing based on foundation-cohort-2026 tag
Subaccount: PostureVision (PV) GHL subaccount
Trial: None — the price IS the offer
Signup domain: posture.vision/foundation (subdomain to lock for this campaign)
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 — at a price I will literally never offer again."
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, locked-in price, why I'm doing this" | Drop the founder pricing mechanic |
| 4 | June 1 (Sun) | "Launch day — and a personal thank-you" | Launch day + scarcity update ("X / 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, 1× per 3 weeks).
The offer: first 30 signups from Foundation Cohort get $9.99/mo for life (or whatever Brian decides — placeholder). After 30, public price launches at $19.99/mo. Lock-in price never increases as long as they stay subscribed.
Why $9.99/mo for life works psychologically:
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.
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 — that "posture" isn't a vibe, it's a measurement, and that 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 doing something for you first: I'm reserving the first 30 spots for patients I already know. I'll explain what that means in my next email, but I wanted to tell you first that it's happening.
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 (cite when ready). Clinical bands match published biomechanical ranges.
The routine adapts daily. If your scan shifts, the routine shifts. It's not a static program.
For the first 30 Foundation Cohort patients, the lock-in price is $9.99/mo. For life. No raises, no expiry, no surprise. 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, $9.99/mo for life, here's why
Preview text: It's not a marketing tactic. It's something I owe you.
Body:
[First Name],
I told you Tuesday I'd explain the Foundation Cohort offer. Here it is.
The offer:
- first 30 patients from my existing clinic list get PostureVision at $9.99/mo, locked for life.
- Public price after launch: $19.99/mo. Will likely raise to $24.99 by Q3.
- Your $9.99 never goes up as long as you stay subscribed. Pause and come back? Lock-in resets. So: don't pause.
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 offer 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 get for $9.99/mo:
- Daily 60-second scan + adaptive routine
- Trend analytics (your alignment over weeks and months)
- Direct line to me through the app for anything genuinely clinical (real escalation path, not a chatbot)
- First access to the corrective coaching feature when it ships (Q3)
What you do next:
If you want the lock-in spot, [click here] before launch day. You'll create your account, pick your plan, 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
P.S. If you're not interested in the subscription but want to know how a friend or family member can sign up at public pricing, forward this email and tell them to grab a spot June 1.
Hey [First Name] — Brian. Did you get the Foundation Cohort email? 30 spots, $9.99/mo locked for life. Wanted to make sure it landed. — BH
Subject: Launch day. And — thank you.
Preview text: Twelve of you have already locked 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 lock-in offer closes.
[Lock in your spot — $9.99/mo for life]
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 Cohort window
Preview text: [X] of 30 spots left. Closing Sunday.
Body:
[First Name],
Quick update: Foundation Cohort still has [X] of 30 spots open as of this morning.
I'm closing the lock-in offer this Sunday, June 8. After that, the price moves to the public $19.99/mo and the lock-in becomes a thing that's no longer available — not because of marketing pressure, but because I want the Foundation Cohort to be a finite group I can give real attention to over the first year.
If you've been thinking about it, this week is the moment.
[Lock in — $9.99/mo for life]
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 lock-in 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']
↓
[Wait: until May 24, 10:00 AM ET]
↓
[Send Email: Touch 1 — "Something I've been building for you"]
↓
[Wait: 2 hours]
↓
[If/Else: Email opened?]
├── YES → continue
└── NO → [Send SMS: "Just sent you something..."] → continue
↓
[Wait: until May 27, 9:00 AM ET]
↓
[Send Email: Touch 2 — "Here's what I mean — 90 seconds"]
↓
[Wait: until May 29, 8:00 AM ET]
↓
[Send Email: Touch 3 — "30 spots, $9.99/mo for life"]
↓
[Wait: 9 hours]
↓
[If/Else: Email opened AND not converted?]
├── YES → [Send SMS: "Did you get the Foundation Cohort email?"]
└── NO → skip SMS
↓
[Wait: until June 1, 7:00 AM ET]
↓
[Send Email: Touch 4 — "Launch day"]
↓
[Wait: until June 4, 10:00 AM ET]
↓
[If/Else: Custom Field 'foundation_cohort_count' < 50 AND tag 'converted' NOT applied]
├── TRUE → [Send Email: Touch 5 — "Closing window"]
└── FALSE → exit workflow
↓
[Wait: until June 8, 11:59 PM ET]
↓
[Apply tag: 'foundation-cohort-lapsed']
↓
[Remove tag: 'foundation-cohort-2026']
↓
[Add to general PostureVision nurture workflow]
↓
[End]
foundation_cohort_count — increments on every conversion (used in Touch 4 + 5 dynamic copy)foundation_cohort_locked — boolean flag set when contact converts ($9.99/mo plan)foundation_cohort_lapsed — set on June 8 if not convertedWhen a Foundation Cohort contact completes signup:
foundation-cohort-convertedfoundation_cohort_locked = truefoundation_cohort_count (via webhook to a small counter endpoint)foundation_cohort_999_monthly price tied to the public productfoundation-cohort-2026, route them to that price (server-side, not a coupon code they could share)foundation_cohort_999_monthly price as long as the subscription is continuousfoundation-cohort-2026 in GHL — this should be a single CSV import + bulk tag.X / 50 count — do you want me to wire that to a small counter API the email pulls at send-time? (Otherwise we manually update before each send, which is fine but adds friction)