Go to market · updated 2026-09-19

WTF is AI — Product Lineup

Last updated: 2026-09-19 Target audience: women small-business owners (priority segment — Sheila's own founder story translates directly)

Lead magnets (free) — top-of-funnel, traded for email

The job of a lead magnet is to build vocabulary so every paid product makes sense, and to make people think "if this is free, what's paid like?"

1. Prompt vs Context vs Knowledge Base (and why you need to know as a small-biz owner) — recommended primary front door

Foundational vocabulary that unlocks every other offering
Unfair-advantage education — only Sheila teaches this with the SMB lens
Strongest converter from waitlist → buyer because once people understand these three concepts they can't unsee what's possible

2. Top 5 LLMs to evaluate for your small biz

Listicle/comparison — most email-traded format on the internet
Easy to consume in one sitting
More commoditized than #1, but a strong secondary if a second magnet is added later

Recommendation: ship #1 first as the single front door. Add #2 only after #1 has run for a quarter and you have data on conversion. One strong front door converts better than two competing ones.

Paid playbooks ($29 each) — concrete deliverables, downloadable assets

The job of a playbook is to hand the buyer a thing (template, prompt library, walkthrough) that saves them measurable time or money. SMB owners pay for ROI, not information.

Live:

1. Which AI Tool - $29

2. AI Audit - $29

3. Warm Intros: Map Any Connection's Network - $29 (built 2026-09-23)

First Prompt + Skill playbook: the same job shipped as a paste-in prompt (rung 1) and a saved SKILL.md (rung 3), so the buyer feels the difference
Job: hand AI one LinkedIn connection, get back a sheet of the people they could introduce you to, split into customers/referral partners and capital/advisors, each with the why and the ask
Origin: Sheila's own Tandem fundraising skill (investor + clinician intros), generalized; the procedure is unchanged, only the context block is
Priced at the standard $29 so it is bundle-eligible; revisit as a premium tier only if a wizard Tool gets built on top
Source + PDF: WTF-EDU/playbooks/04-warm-intros.html, lead-gen/WTFisAI-Playbook-04-Warm-Intros.pdf; prompt playbooks/prompts/warm-intros-prompt.md; skill playbooks/skills/warm-intro-mapping/SKILL.md

Next two (in this order):

4. Cut Your Website Costs to $10/mo and Reinvest in Marketing & Sales - $29

Concrete ROI promise - the exact dollar hook SMB owners respond to
Bundle: templates + step-by-step walkthrough
Pairs naturally with Sheila's story (built four websites herself)
(Warm Intros now completes the first three-playbook bundle; this becomes the fourth paid playbook)

5. Subscription AI Products Are the Future - $29

Advanced monetization - paying customers self-select for this
Highest-intent buyer (already thinking about new revenue streams)
Strong upsell to Build Office Hours

Never a playbook: Design System File. Retired 2026-09-19. WTF is AI has built software that does this, so it is not sold as a $29 template.

Playbook bundle - $79 for three (set 2026-09-19)

Price: $79 for any three playbooks, against $87 bought separately ($29 each)
Why $29 singles: the list price leaves room for discount codes (launch week, waitlist, affiliates) without dropping below a price that signals real value
Supersedes the earlier $89 list / $69 founding bundle
Tie any extra discount to something earned (waitlist members, first 100 buyers, launch week), not blanket-automatic, so buyers don't learn to wait for a sale
Once social proof and testimonials are in place, revisit singles and bundle pricing together

Course — existing offering

101 Course — $1,350

4.5 months biweekly
"How to scale your time and income with AI" is the course headline/transformation, not a standalone playbook (too broad/aspirational for a $29 PDF — let it pull people up the ladder instead)
From "what is AI?" to the student's own strategic AI plan

Consulting — existing offering

Build Office Hours — $699/quarter

Founding cohort: 15 people
Weekly live group sessions + monthly 1:1 + 4 hrs with a vetted developer + monthly guest Q&A
Highest tier — playbook #3 (subscription AI products) is the natural feeder

Funnel ladder (rough mental model)

Free          →  Lead magnet (Prompt/Context/KB)         email captured
$29           →  Single playbook                          first transaction
$79           →  Playbook bundle (3-pack)                 trust + ~3x value
$1,350        →  101 Course                               transformation
$699/qtr      →  Build Office Hours                       ongoing relationship

Each rung de-risks the next. Most buyers should travel multiple rungs over time.

Open questions / decisions to make

Confirm: ship Prompt/Context/KB as the only lead magnet at launch? (recommended)
Where on the site does the playbook shelf live? (proposed: new section between "Built for you" and "Why this is different")
Discount mechanic for founding $20 off — Stripe coupon code auto-applied via URL, or hand-tagged via the waitlist form?
Delivery mechanism for free lead magnet — emailed PDF, hosted gated page, or Notion/Google Doc link?
When does the "founding" discount window close? (suggested: tie to a hard number like "first 100" rather than a date — creates urgency without a deadline you have to defend)