Redesigning a Flagship Program for Scale, Engagement, and Founder Freedom

Mastin Kipp

personal development

Reimagining the launch strategy, customer journey, and program delivery of a flagship online course to create a more engaging student experience, streamline operations, and significantly reduce founder involvement.

Fractional COO + CMO
marketing strategy
launch strategy
customer experience

community strategy
lifecycle marketing
copywriting

key results:

Reduced live coaching sessions from 21 to 8 while maintaining a highly engaged student experience.

62%

Reduction in Founder-Led Delivery

Improved cash flow through a redesigned pricing and payment strategy.

21%

Increase in Pay-in-Full Purchases

Increased course portal logins and overall course progress despite reducing the program length by 40% and live components by 62%.

9%

Increase in Student Engagement

Increased average email open rates to 70.8% through a comprehensive lifecycle email strategy.

Higher Email Engagement

10%

the challenge:

While the client's flagship program had been successful, much of the experience relied heavily on founder involvement. Students depended on frequent live coaching calls for guidance, the community existed separately in Facebook with limited facilitation, and communication throughout the program was minimal. As the business continued to grow, this delivery model became increasingly difficult to scale.

Rather than simply preparing for another launch, the opportunity was to rethink the entire customer journey from the moment someone joined the waitlist through to program completion. The goal was to create a more cohesive experience for students while building systems that reduced operational complexity and allowed the business to grow more sustainably.

the solution:

I led the strategic redesign of both the launch and post-purchase experience, focusing on creating a program that delivered greater value to students while requiring significantly less founder involvement.

Rather than optimizing individual pieces of the launch, we redesigned the entire customer journey. This included introducing a waitlist-first launch strategy, restructuring pricing and payment options, recommending a full sales page to replace the previous simplified checkout experience, and rebuilding the learning environment inside Kajabi to create a clearer, more intuitive student journey.

To increase engagement throughout the program, I moved the community directly into Kajabi, introduced an active community management strategy, and developed a complete lifecycle email experience covering onboarding, weekly module releases, coaching reminders, question submissions, and program completion. Every decision was designed to strengthen the student experience while creating a delivery model that was easier for the team to manage and repeat.

strategic initiatives

Redesigned the launch strategy with a new waitlist-first campaign.

Introduced a flexible pricing and payment structure to improve the purchasing experience and increase pay-in-full purchases.

Rebuilt the customer journey inside Kajabi, including a redesigned learning portal and integrated community experience.

Developed a lifecycle email strategy spanning onboarding, engagement, coaching reminders, and program completion.

Introduced proactive community management to increase participation between live coaching sessions.

Streamlined program delivery, reducing founder-led coaching by 62% while maintaining high levels of student engagement.

results:

The redesigned program delivered a significantly more scalable customer experience while reducing founder workload and creating stronger engagement throughout the student journey.

Founder-led live coaching sessions were reduced by 62% (from 21 sessions to just 8), allowing the program to operate with substantially less reliance on Mastin's time. Despite shortening the program from ten weeks to six, student engagement increased, with course portal logins rising by approximately 9%, course progress improving year over year, and average email open rates increasing from 64.5% to 70.8%.

The updated pricing strategy also resulted in a 21% increase in the proportion of students choosing to pay in full, improving cash flow while providing greater purchasing flexibility through multiple payment options.

Beyond the measurable results, the business now has a repeatable launch framework, a scalable program delivery model, and a customer journey designed to better support both students and the internal team, creating a stronger foundation for future launches with significantly less founder involvement.

Meet Brogan,

The brain behind the businesses you admire.

Over the past decade, I've worked alongside founders at every stage of growth, from growing service businesses to established seven-figure brands, helping them navigate launches, marketing, team, business strategy, and the decisions that shape what comes next.

My background spans strategy, operations, marketing, and implementation, giving me a unique perspective on how businesses actually grow, not just in theory, but in practice.

Today, I bring that experience together to help founders make thoughtful decisions, build stronger marketing strategies, and create sustainable momentum.

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