Offer architecture

The architecture follows a single-front-door principle: one lead generation machine feeding one front-end offer. This is a standing strategic decision; content and funnels must not quietly introduce parallel offers or channels. directional

The stack:

1. Front end: the working session, a £197 paid session sold via a dedicated funnel with paid Meta traffic. Live as of late July 2026, with ads running from Eddie's own profile and the content engine positioned as the funnel's real front end (2026-08-06 team call).
2. Upgrade path: the founder call, free and application-gated, deliberately demoted from front-end offer to post-working-session upgrade to protect the single front door.
3. Back end: the agency retainer.
4. Catch-all: the newsletter at eddiecheng.com, for audience members not yet ready for the paid session and the redirect destination for below-threshold applicants. directional

Related: primary ICP for the $500k qualification floor, content strategy for why content is the funnel's front end rather than a parallel workstream.