Day 109: Funnel Stagnation and Time Pressure

This update is very much about taking stock rather than making changes.

Despite best intentions, nothing has been adjusted inside the funnels, and that’s largely down to time pressure rather than lack of ideas.

A significant amount of time is currently being spent on a brand new product in the same guitar market.

As a result, December has been slower than planned in terms of testing and optimisation. December itself has also brought its own challenges, and it feels like things are moving more slowly than I would like.

Daily Numbers Overview

Yesterday was another relatively low day. Total sales came in at $588.

Ad spend for the day was £426, which works out at roughly $568. That left a margin of just $20. In reality, that still represents a loss once ongoing software, tools, and operating costs are factored in.

So while the numbers technically show a small positive gap, it doesn’t meaningfully contribute to the overall target or profitability goals.

Funnel Performance Breakdown

Looking at the breakdown between funnels, the same pattern appears again.

The original RIFS funnel generated just under $500 in sales.

On its own, this funnel was comfortably in profit, even if the performance wasn’t exceptional.

The problem once again came from the second funnel. The beginner funnel only produced around one sale, which continues to drag down the overall picture.

In effect, the first funnel is doing its job, while the second funnel is erasing a large portion of the gains.

Ongoing Issues with Funnel Two

The core issue remains unchanged.

The second funnel needs a higher conversion rate. It is still stuck in the learning phase, and nothing significant has shifted there. CPMs remain roughly double those of the original funnel, which puts constant pressure on performance.

Lower CPMs would help, but the real lever is conversion rate. Until that improves, scaling this funnel simply isn’t realistic.

Right now, this funnel is the main bottleneck in the system.

Constraints and Realistic Expectations

The plan itself hasn’t changed. What has changed is the amount of available time to execute it.

With Christmas approaching, the next few days are going to be busy, and it’s unclear how much meaningful work can realistically be done before the holiday break.

That said, there is still a clear need to plug a major leak in the second funnel.

Even a small improvement there would have a noticeable impact on overall results.

Where Things Stand Today

As of 20 past 11 in the morning, sales are sitting at $431. That’s a far more promising start compared to some recent days.

If momentum continues, it should be possible to reach closer to $700 or $800 by the end of the day, which would at least provide some breathing space.

Next Steps

The focus remains firmly on improving the second funnel. The priority is increasing conversion rate rather than driving more traffic.

If time allows, this will be addressed over the next day or two. If not, it may have to wait until after Christmas.