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Hey Ala,
December 2024.
Ruben Williams was staring at his bank account: $500.
Five years building SportsGrad. Thousands of hours. And he was about to go into debt just to keep the lights on.
He'd tried everything. Posted content daily. Built an audience. Created a course.
But here's the brutal truth: he was selling a $20 product.
To hit $100K per month, he'd need 5,000 sales. That's 166 sales per day. Every single day.
The math didn't match. And the business was dying.
When Ruben joined Founder OS in December, we helped him restructure one thing: his offer.
Instead of trying to sell 5,000 people at $20, he created a high-ticket offer at $2,000+.
With the new pricing model, the business had the potential to generate $60–80K per month in profit.
Within three weeks of 2025, he generated over $53,000. In the first week alone, he sold 19 of his 40 available spots and collected another $30,000.
Same content. Same audience. Different offer.
Now, these results aren't typical. Most founders don't see this kind of immediate turnaround. I’m not promising you’ll make $50K in 3 weeks.
What I DO know is that the right pricing and offer structure is critical to building a sustainable business.
Content Without Monetization Is Just Expensive Entertainment
This is Phase 5 of the Founder Journey: Monetization.
And it's where most founders completely miss the mark.
They spend months building content systems. Creating value. Growing an audience.
But they never build the bridge from attention to revenue.
Ruben had the content. He had the audience. He had proof his solution worked.
What he didn't have was an offer that made sense.
The Mistake That Nearly Cost Me Everything
I made the same mistake when I first started building my founder-led brand.
I knew I wanted to help founders. I had 14 years of experience building multiple profitable companies and having a successful exit at 24 years old.
I knew systems. I knew what worked.
But I had no idea how to package it.
So I created something called "Soulful Entrepreneur."
(Yeah, I know. My friend Alex Lieberman (founder of Morning Brew, exited for $70M) told me it sounded like a yoga studio. But I’m getting off track… )
I sold my first cohort to 30 founders at $500 each.
$15,000 total.
It felt rewarding to build something centered around my calling. But let's be honest, that wasn't going to build a real business.
So I did what Ruben did. I restructured the offer.
I ran the cohorts live. Tested what resonated. Ditched what didn't. Doubled down on what worked.
I treated it like a comedian testing early bits. Learning what landed. Refining the script.
Those cohorts became the foundation for the 180 proven systems I now give founders inside Founder OS.
And here's what changed: I stopped selling access to information.
I started selling transformation with support.
3 months later, I crossed my first million from my founder-led brand.
I share this because I was exactly where you might be right now.
Unsure how to package my expertise. Undercharging because I was afraid to ask for real money. Wondering if anyone would actually pay for what I knew.
This Is Phase 5: Monetization
Phase 5 is where we refine three things:
1. Your Offer Stack
Most founders sell one thing. A coaching program. A service. A course.
But the best businesses have an offer stack.
A clear path from low-ticket to high-ticket. Multiple ways for people to work with you at different price points.
We help you design the entire stack so every subscriber has a clear path to become a customer.
2. Your Pricing Model
Pricing isn't about what you think you're worth.
It's about the transformation you deliver and who you're serving.
Leon van der Laan was billing €45/hour. Barely scraping by after leaving his six-figure corporate job.
We helped him shift to retainer-based pricing at €4,000-€7,000 per client.
Three weeks later, he closed a six-month retainer deal and 10x’d his revenue.
Same expertise. Different pricing model.
3. Your Sales Systems
Content creates attention. But systems create revenue.
We help you build the bridge from content to conversion.
The offer framework. The sales process. The follow-up system.
So every piece of content drives toward a clear offer. And every subscriber knows exactly how to work with you.
The Path From Content to Cash
Michelle Garibito had the content. She had digital products, affiliate links, a membership.
But she'd hit a ceiling.
After joining Founder OS, she transformed her positioning from low-ticket products into a high-end relocation brand.
In two months, she significantly increased her monthly revenue.
She built a sales and operations team. Got media coverage. Created a pipeline of over $500K in potential deals.
All from elevating her offer and pricing.
Ruben went from $500 in his bank account to $53K in three weeks.
Leon went from €45/hour to €4,000–7,000 retainers.
Michelle went from low-ticket products to a $500K pipeline.
Same expertise, but different infrastructure. Every founder’s experience is unique.
Here's what all three had in common: they needed someone to build the monetization architecture for them.
The pricing model and offer structure. The conversion path from content to cash.
Most founders have the expertise. They're just packaging it wrong (or not packaging it at all)
It's exactly why we built Founder OS Velocity around all four pillars at once: Brand & Content, Monetization & Offers, Systems & Operations, and You.
Content without monetization is expensive entertainment.
We build your content to cash flow system.
Tomorrow: How We Systematize Your Brand
Phase 5 is about turning attention into revenue.
But tomorrow, I'm showing you Phase 6: Brand Authority.
This is where we systematize your aesthetic, voice, and positioning. So your brand becomes a moat that competitors can't cross.
Your content, story, design, and message all working together. Executed consistently by your team.
Inside Founder OS we help you design your offer stack, nail your pricing, and install the systems that turn content into consistent revenue.
If you're ready to stop undercharging and build offers that actually work, book a call with my team. And find out if Founder OS is a fit for you.
Talk soon,
P.S. Want to know how you build a $5M offer stack from scratch step-by-step? Watch this video where I help Ali Abdaal, one of the world’s most-followed productivity experts, do just that…
IMPORTANT: Earnings and Income Disclaimer
While all testimonials on this page are from real clients, the results you see on this page are not typical. Their experiences do not guarantee similar results for you. Your results may vary based on your skills, experience, motivation, as well as other unforeseen factors. Founder OS has yet to perform studies of the results of its typical clients.
Some customer stories are illustrative composites based on real client experiences. These are used for educational purposes only and do not represent actual individuals.
Our programs are designed to educate and support founders in developing their own strategic visibility and systems. Founder OS is a marketing education and training company. We do not sell a business opportunity, “get rich quick” program, or money-making system. We believe, with education, individuals can be better prepared to make decisions, but we do not guarantee success in our training.
We do not make earnings claims, effort-based guarantees, or imply that our training will result in financial success. All material is intellectual property and protected by copyright.
Statements and depictions are the opinions, findings, or experiences of individuals who generally have purchased education and training. Results vary, are not typical, and rely on individual effort, time, and skill, as well as unknown conditions and other factors. We do not measure earnings or financial performance. Instead, we track completed transactions and satisfaction of services by voluntary surveys. Further, many customers do not continue with the program, do not apply what they learn, or do attempt to apply what they learn but nonetheless have difficulty in making sales successful for them.
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