2 Workshop Lead-Gen Funnel Plan (闭环 Model)
Prepared by: IT Center (Ted) Date: 2026-07-13 Status: v0.1 internal working plan Model reference: 品誉咨询 绩效系统落地方案班 closed-loop funnel (free → paid intro → high-ticket intensive → tiered sales ladder) Our theme: AI that actually ships (workflow automation / vibe-coding / productionizing AI demos) Our sales ladder: Runi service catalog (v1.0, 14 items, MYR) Format: Hybrid, online top-of-funnel, physical intensives in both KL and Kuching Pricing stance: High-ticket, mirroring 品誉 (the intensive is real revenue and a hard filter)
Core insight: the Runi catalog is already a closed loop. Every service ends with “a defined next commercial route,” and exit routes chain from RM100 up to RM100k+ plus monthly retainers. So this funnel is not a new system, it is the acquisition layer that pours deeply-filtered buyers into a loop we already built. The workshop filters; the catalog monetizes and retains.
2.1 What we are copying from 品誉, and why it works
| 品誉 mechanic | Why it works | Our AI/Runi version |
|---|---|---|
| Free short online workshop | Wide net, zero friction, warms cold audience | Free “Make AI Code Run” online session, monthly |
| Paid intro (~RM1.8k, KL) | First filter: paying = serious | Paid intro half-day (online), creditable toward intensive |
| 4-day physical intensive (RM12.8k) | Deep filter, immersion, hands-on, “you can 落地 at home” | 3-4 day intensive, KL + Kuching cohorts, ship your own product |
| Silently ran the cohort using their own management tactic, then revealed it | Undeniable proof the method works, they felt it | Run the entire workshop on the AI/Runi system we teach, then reveal it |
| Tiered packages after (books / 60k / 100k) | Every graduate is a filtered buyer; a price for everyone | Runi ladder: RM100 Quick Check → RM100k+ Transformation + retainers |
| Creditable fees between tiers | Removes friction to climb the ladder | Intro fee credits the intensive; Quick Check credits the Audit (already in catalog) |
The single strongest weapon for an AI theme is the meta-proof (see Section 2.4). Nothing sells “make AI actually work” like a workshop that was itself built, run, scheduled, and delivered by the system being sold, and the attendees only find out on the last day.
2.2 The funnel, four tiers
| Tier | Format | Price | Role in loop | Primary hook to next tier |
|---|---|---|---|---|
| T0, Free online workshop | Online, 60-90 min, monthly | Free | Attract + capture leads (all MY / SEA) | Invite to paid intro |
| T1, Paid intro workshop | Online, half-day, hands-on-lite | ~RM1,800 | First filter (paid = serious) | Fee credited toward intensive |
| T2, Intensive bootcamp | Physical, 3-4 days, KL + Kuching | ~RM8,000-12,800 | Deep filter; graduates = Runi target clients | Personal Runi roadmap → paid engagement |
| T3, Runi service ladder | Delivery engagements + retainers | RM100 → RM100k+ /mo | Monetize + retain (the 闭环) | Exit routes loop back into more Runi |
2.2.1 T0, Free online workshop
- Title angle: “Why your AI-built demo won’t ship, and the last 20%.” Speak the pain directly: 报错, 部署失败, 数据库乱, 权限不安全, 代码不可维护.
- Live demo: take a broken Lovable / v0 / Bolt demo and diagnose it live using the Audit framework. Visible, visceral.
- Teach the Audit → Fix → Ship mental model (giving away the map, not the delivery).
- Close: the last 20% is a discipline, not a hack, and you can learn to do it in the intro workshop. Register now.
- Capture: registration = the top of the lead list; tag by segment (solo / SME / agency / corp).
2.2.2 T1, Paid intro workshop (~RM1,800, online)
- Paid gate filters tyre-kickers. Fee is creditable toward the intensive (mirrors 品誉 + Runi’s own creditable Quick Check).
- Attendees bring their own demo or idea.
- Run a live D01 Quick Check on 2-3 volunteer demos in front of the room, real routing, real “here’s what’s broken and what it’d take.” This is the proof engine.
- Small hands-on AI build exercise so they feel a win.
- Close: the intensive is where you actually ship yours. Limited seats, KL and Kuching cohorts.
2.2.3 T2, Intensive bootcamp (~RM8,000-12,800, physical, KL + Kuching)
- Everyone here is a deeply-filtered Runi buyer.
- Schedule mirrors 品誉: mornings = teaching, evenings = hands-on; finish your build early, leave early. Cohort split into teams with a points/discipline structure (borrowed directly from the 课程纪律 model).
- Outcome promise: leave with a shipped or ship-ready product + a personal Runi roadmap (a soft Audit that honestly routes each attendee, including “stop investing” when that’s the right call, per catalog discipline).
- Every attendee receives a mini-Audit deliverable during the workshop → the natural, evidence-based bridge into the paid Runi ladder.
- The meta-proof reveal lands on the final day (Section 2.4).
2.2.4 T3, Runi service ladder (the closed loop)
Mapped to catalog, segmented like 品誉 (a price for solo boss → SME → corp):
| Segment | Entry | Core | High-value | Recurring |
|---|---|---|---|---|
| Solo / indie founder | Books, templates, recorded course (<RM100); D01 Quick Check RM100 | D02 Standard Audit RM1k; F01 Single Fix RM5k | S01 Ship Sprint RM25-40k | R01 Care RM2k/mo |
| SME / agency | D01 → D03 Complex Audit Core RM3k | F02 Fix Pack RM12k (RM10k founding pilot) | S01 Ship RM25-40k; S02 Scale-Up RM50-80k | R02 Maintain RM5k/mo; R03 Managed RM10-15k/mo |
| Corp | D04 Complex Audit Plus RM5k | D05 Enterprise Discovery RM10k+ | S03 Transformation RM100k+ | R03/R04 Enterprise Support (custom) |
“Hire our team to build/run your system” (品誉’s 100k+ package) = D05 + S03 + Managed Product / Enterprise Support on our side.
2.3 How the loop actually closes (闭环 mechanics)
- Creditable steps remove friction upward. Intro fee → intensive; Quick Check RM100 → Audit (already in catalog). Every rung discounts the next.
- Every workshop tier emits a routing artifact. T0 leaves a self-check; T1 leaves a live Quick Check; T2 leaves a mini-Audit + roadmap. Each artifact is an evidence-based on-ramp to a paid Runi step, not a sales pitch, a diagnosis.
- The catalog’s exit routes close the delivery side. Audit → Fix → Ship → Retain, and Retain routes back into new Audits/Fixes. A graduate who buys once is structurally pulled toward the next service.
- Retainers are the loop’s flywheel. R01-R04 convert one-off buyers into monthly revenue and a standing relationship that surfaces the next engagement first.
2.4 The meta-proof tactic (our version of their silent management reveal)
Run the entire workshop on the AI/Runi system being taught:
- Materials, slides, and exercises generated by AI workflows (our Scheduled AI Flows).
- Cohort logistics, reminders, team scoring, and comms handled by an AI Post.
- Each attendee’s live audit produced by the same Audit engine Runi sells.
Then reveal it on the final day: “Every material you used, every reminder you got, every audit you received these 4 days was produced and run by the exact system we’re selling. You didn’t watch a demo of it working, you lived inside it.” This is the AI-theme equivalent of 品誉 managing the room with their own tactic. It converts because it is experienced, not claimed.
Non-negotiable: it must be real. If we fake it, the reveal is a lie and the small MY/Kuching market will find out. The proof only works because it actually worked.
2.5 Illustrative funnel economics (one full cycle, per intensive)
Assumptions are placeholders, replace with real conversion data after cohort 1.
| Stage | Conversion | Count | Unit | Revenue |
|---|---|---|---|---|
| Free attendees | — | 500 | Free | — |
| Paid intro | 10% of free | 50 | RM1,800 | RM90,000 |
| Intensive | 20% of intro | 10 | RM10,000 | RM100,000 |
| Runi engagement (one-off) | 40% of intensive | 4 | ~RM20,000 avg | RM80,000 |
| Retainer attach | 50% of engaged | 2 | RM3,500/mo | RM7,000/mo |
Per-cycle one-off total: ~RM270,000. Recurring added: ~RM7,000/month. (Arithmetic verified.)
Read this as the shape, not a forecast. The levers that matter most: free→intro rate (top-of- funnel quality) and intensive→Runi rate (how good the roadmap-to-engagement bridge is). The intensive itself roughly funds delivery; the real margin is the Runi ladder and retainers.
2.6 Rollout
| Phase | Focus | Exit trigger |
|---|---|---|
| A, Assets | Build T0 deck + live-fix demo repo, T1 hands-on kit, T2 curriculum, and the meta-proof AI infrastructure | Assets ready; one internal rehearsal run |
| B, Free cohorts | Run T0 monthly online; build the lead list; tag by segment | Steady registration volume + a warm list |
| C, First paid intro | Run T1 online; calibrate the pitch and credit mechanic | Intro→intensive interest confirmed |
| D, First intensives | Run KL cohort, then Kuching; found-cohort discount to fill seats (mirror the RM10k founding pilot) | 1 full intensive delivered, case studies captured |
| E, Run the ladder | Convert graduates through the Runi catalog; iterate pricing with case studies | Repeatable free→Runi conversion |
Consider a founding-cohort price on the first intensive (as Runi already does with the RM10,000 Founding Pilot Fix Pack) to fill seats while the brand is unproven and to manufacture the first testimonials.
2.7 What we need to run it
- Content: T0 deck + a curated “broken demo” repo library; T1 hands-on kit; T2 modular curriculum (build it structured like the 品誉 textbook TOC, methodical, module-by-module); the AI infrastructure that runs the workshop for the meta-proof.
- Delivery team: overlaps the Runi team, Runi Lead + Audit engineer as lead instructors, Fix engineers as hands-on coaches. This competes with Runi delivery capacity (see the blend-staffing risk in Chapter 1); schedule cohorts around engagement load.
- Marketing: landing/registration pages per tier, email nurture sequence, LinkedIn/Teams promotion, and a referral incentive (graduates are the best channel).
- Lead ops: a CRM or tracked list tagging every lead by tier reached + segment. This is the funnel’s data backbone and the source of real conversion numbers.
- Legal / trust: attendees will share their code and demos, NDA + a clear data-handling policy (leans on Runi’s existing security discipline). Confidentiality is also a selling point.
2.8 Guardrails
- Value-first at every tier, or the loop breaks. The model works only because each tier is genuinely useful standalone. In a small MY/Kuching market, reputation is the funnel, one over-promised 落地 that doesn’t land poisons the referral channel.
- The roadmap must be honest. The T2 personal roadmap has to route some attendees to “stop investing” or “not ready,” exactly as the catalog does. An honest diagnosis is what makes the paid Audit credible.
- Meta-proof must be real (see Section 2.4).
- Delivery capacity conflict. Running KL + Kuching intensives pulls the same people who deliver Runi engagements. Cap concurrent commitments; this is a direct input to the Runi team’s hire trigger.
- Don’t drown in AI-workshop noise. The market is flooded with prompt-engineering courses. Our wedge is the opposite of theirs: not “generate more with AI,” but “make what AI generated actually ship.” Hold that line in all messaging.
2.9 Immediate next actions
- Lock the intensive price point and the founding-cohort discount.
- Draft the T0 free-workshop outline + pick the first “broken demo” to fix live.
- Design the T2 curriculum skeleton (module map, mirroring the 品誉 TOC structure).
- Spec the meta-proof AI infrastructure (which Scheduled AI Flows + AI Post run the cohort).
- Stand up registration pages + lead tracking with tier/segment tags.
- Set cohort dates around Runi delivery load.
Companion docs: Chapter 1 (who delivers this) and references/runi-service-catalog.pdf (the ladder this funnel feeds). Next deliverables available on request: T0 free-workshop script; T2 intensive curriculum; landing-page copy; the nurture email sequence.