Alpha Scale: New Marketing & Movement Building Team for Alpha Schools

Date: May 28, 2025

Prepared for: MacKenzie Price, Joe Liemandt

Prepared by: Gary Sheng, Ron Roberts

Executive Summary

This document details the formation and strategic plan for Alpha Scale, a new Marketing & Movement Building Team. Requested by MacKenzie Price after our May 23rd breakfast, Alpha Scale will drive Alpha Schools' expansion across the US and globally. The team will lead on creating/optimizing marketing and sales funnels, securing government contracts, and fostering and making the most of extremely high-leverage relationships. Our unified approach integrates the "Future of Education" brand with enrollment funnels, ensuring metrics-based accountability to position Alpha as the premier educational movement (encompassing Alpha-branded/satellite schools, TimeBack, and affiliated edtech products).

Immediate Implementation Sequence (Starting Wednesday, 2025-05-28):

1. FIRST: Secure full alignment with Joe and MacKenzie on strategy, outcomes, and team structure. (This is our current step as of Tuesday, 2025-05-27)
2. AFTER this alignment: Develop a detailed budget and secure high-level approval from Joe and MacKenzie - ideally by end of this week (2025-05-30).
3. AFTER approval from MacKenzie and Joe: Partner with Arthur to operationalize the plan and begin hiring SuperTeam directors - Next week (starting 2025-06-02).
4. THEN: Launch execution on time-sensitive initiatives, starting with the new funnel site development - Next week, reporting on progress with MacKenzie, Joe, and Arthur weekly (starting 2025-06-02).

Alpha Scale, co-directed by Gary Sheng and Ron Roberts, operates as a results-focused organization that complements existing Alpha infrastructure without unnecessary disruption, focusing purely on delivering the scale and impact needed for Alpha's ambitious vision.

Immediate Priorities (Next 30 Days)

1. Alphas Activate Success (June 14th) - Maximize RSVPs and conversions for this Superinfluencer Activation event featuring MacKenzie Price as key speaker
2. TimeBack - Launch automated sales system for homeschool market
3. New School Enrollment - Begin process of filling pilot schools to capacity (25 students or more each)
4. Government Partnerships & Policy Influence - Evaluate and secure high-value contracts, beginning to position Alpha Schools as the default Education Authority among legislators and political power players
5. Montessori Roadshow - Launch landing page and support materials for new Montessori school openings

SuperTeams Structure

• Marketing & Sales (Led by Jozef Gherman) - Funnel optimization, revenue generation, and sales team leadership. Responsible for converting leads into enrollments and sales.
• Brand & Identity (Led by Wilson Fong) - Ecosystem branding and visual identity
• Government SuperTeam (Led by Samuel Armes) - Multi-level government contracts
• Elite Influence SuperTeam (Led by Ron Roberts) - High-net-worth engagement, strategic relationship building, and global influence cultivation.

Key Metrics

• Automated TimeBack sales
• School enrollment capacity
• Government contract value
• Movement reach and engagement

This plan emphasizes rapid execution, clear accountability, and scalable systems, with a focus on generating immediate revenue while building the foundation for long-term growth. Each SuperTeam is empowered to make decisions and drive results, with clear incentives tied to revenue generation and movement building success.

I. Current Situation Analysis

[To be expanded with detailed assessment]

Key Challenges

• Fragmented marketing approach with disconnect between brand content and enrollment funnels
• Lack of unified ecosystem-level presentation
• Brand confusion and lack of clarity around Alpha ecosystem identity
• Ineffective ad campaigns and slow website development
• Absence of systematic lead nurturing from PR/social wins
• High customer acquisition costs with questionable data accuracy
• Limited sales infrastructure embedded within dysfunctional marketing setup

Immediate Opportunities

• Alphas Activate (June 14th Superinfluencer Activation event) as immediate conversion opportunity with MacKenzie Price as featured speaker
• Upcoming announcement of 10-15 new Alpha cities
• Government contract opportunities (First Step Act, Jewish Day Schools)
• Strong existing PR/social media presence to leverage
• High-value network relationships requiring activation
• Wilson Fong's brand expertise to create unified Alpha ecosystem identity

II. Vision for Alpha Schools Marketing & Movement

Alpha Schools aims to become the definitive force in global education transformation, creating schools for every monetizable profession that matters while capturing a meaningful slice of the $7 trillion education GDP.

Our marketing and movement building strategy must position Alpha as the unquestionable authority on education's future—where every parent turns first when considering their child's educational path. Through a combination of 100+ specialized flagship schools and hundreds of thousands of technology-powered satellite schools, we will build a $1 trillion ecosystem by 2030.

The marketing overhaul outlined in this document will unify our brand presence, create efficient enrollment funnels, and establish Alpha as not just an educational company, but as the foundation for human flourishing in the 21st century.

For detailed vision of school types, market capture strategy, and long-term positioning, see Appendix A.

III. Guiding Principles for Marketing & Movement Building

1. Measurable Impact

Every marketing initiative must have clear, trackable goals tied to specific funnel outcomes. No investment in content or campaigns without defined success metrics.

2. Outcome-Based Accountability

Team members own outcomes, not processes. Each person's contribution is measured by specific results delivered.

3. Radical Transparency & Honesty

Conduct honest audits of current performance. Build on real data, not fabricated benchmarks. Share authentic impact data with our community.

4. Ecosystem-Level Thinking

Market at the ecosystem level, ensuring every school-specific touchpoint connects back to the broader Alpha movement and offerings.

5. Incentive Alignment

Structure compensation, recognition, and commission structures to drive desired behaviors and outcomes across sales, marketing, and partnership development.

6. Personal Connection at Scale

Make every interaction feel personal and mission-driven, whether through AI-powered newsletters or high-touch events.

7. Gradual Function Takeover

As Alpha Scale develops and demonstrates competence, gradually take over existing functions that need transformation. Audit legacy systems and teams to identify opportunities for improvement and absorption into Alpha Scale's results-focused structure.

IV. Unified Marketing Funnel Strategy

Core Components

1. Integrated Brand-to-Enrollment Pipeline

   • Connect "Future of Education" content directly to school enrollment
   • Clear user journey from first touchpoint to enrollment decision
   • Leverage PR wins systematically in nurture campaigns
   • Fix broken funnels (e.g., MacKenzie's link tree leading to dead ends)

2. Data-Driven Foundation

   • Complete audit of existing funnels within 14 days
   • Establish accurate baseline metrics
   • Implement comprehensive tracking across all channels
   • Apply proven iterative methodology: test, measure, react, scale

3. Rapid Digital Infrastructure

   • High-quality website development (30-day sprint)
   • Centralized ecosystem hub at alphaschools.ai (or alphaschools.com if we own that domain)
   • Optimized user journeys for different audience segments
   • Complete rebuild from scratch with fresh architecture

4. Multi-Channel Nurture Strategy

   • Dedicated email newsletter specialist
   • AI-powered personalization
   • Segment-specific content strategies
   • Market segmentation by parent frustration levels and income brackets

V. Organizational Structure & Team Composition

Alpha Scale Leadership

• Co-Director, Head of Movement & HR: Gary Sheng (overall Alpha movement building strategy, unified funnel ownership, talent acquisition and team building)
• Co-Director, Strategic Partnerships & Alpha Organizational Evolution: Ron Roberts (high-net-worth relations, celebrity connections, strategic alliances, organizational design and evolution, viral marketing advisor, evaluating existing teams/functions for integration)

SuperTeams (Reporting to Alpha Scale)

Marketing & Sales SuperTeam

• Lead: Jozef Gherman (StealthGPT founder with ~$330k MRR, proven 10x funnel optimization track record). Jozef will lead funnel optimization, revenue generation, and the sales team.
• Sales Leads: [To be hired. Must be highly experienced closers.]
• Content Director: Garrett Niconienko (Mr. Beast's former marketing lead, proven viral content creator and execution machine)
• Email Marketing Director: [To be hired - dedicated newsletter role]
• Commission Structure:
  • 20% of product/service cost for a qualified sales lead (i.e., lead form filled, call booked and attended).
  • 30% of product/service cost for a direct sale (customer purchases directly without extensive sales interaction).
  • 0% for unqualified leads (e.g., form filled but no follow-up or call booking).
• Focus: Alphas Activate RSVPs, NYC school enrollment, funnel optimization
• Lean Approach: Start with routing team, test conversion rates before scaling

Brand & Identity SuperTeam

• Lead: Wilson Fong (Designed Grok logo and Tampa Bay Buccaneers rebrand)
• Immediate Focus: Alpha ecosystem branding and Alpha Schools (plural) branding
• Deliverables: Complete brand architecture, visual identity system, messaging framework
• Timeline: 30-day sprint for initial brand strategy, 60-day complete rollout
• Integration: Direct alignment with fun, clarity, and ecosystem-level thinking

Government SuperTeam

• Lead: Samuel Armes (Political strategist and execution powerhouse)
• Focus:
  • Securing contracts and partnerships across all levels of government: Federal (e.g., First Step Act, Department of Education initiatives), State (e.g., school choice funding, state education programs), Local (e.g., city partnerships, school district collaborations), and International (e.g., global education initiatives, international school networks).
  • Influencing education policy and building strategic relationships with government officials and decision-makers at all echelons. This includes leveraging insights and connections from high-impact engagements, such as the recent strategic trip to Washington DC and NYC which yielded significant government partnership opportunities (see DC/NYC Trip Impact Report).
  • Establishing Alpha Schools as a key partner for governments in educational transformation and positioning Alpha to have a significant voice in shaping the future of education through governmental channels.
• Target: $10M+ annual recurring revenue from government contracts.
• Commission Structure: Commissions from government contracts will contribute to the team-wide commission pool.
• Note: This team will require an extensive travel budget to effectively engage with government officials and stakeholders at federal, state, local, and international levels.
• Key Initiatives:
  • First Step Act prisoner re-entry programs.
  • Jewish Day Schools network partnerships.
  • Securing at least two additional multi-million dollar government contracts annually.
  • Strategic Enrollment & Lobbying: Developing and executing strategies to build a powerful lobbying and influence base. This includes fostering relationships that lead to the enrollment of children of congressional members, state legislators, city officials, and other key governmental figures in Alpha schools. This aims to ensure Alpha has a strong voice in policy discussions and can secure favorable conditions for its mission, effectively making Alpha a lobbying powerhouse by deeply integrating with the families of those in government.

Elite Influence SuperTeam

• Lead: Ron Roberts (Master relationship builder and deal closer)
• Focus: Cultivating deep relationships with global power players, including billionaires, celebrities, and key figures in industry. This team will strategically engage in high-leverage activities such as strategic stakeholder meetings, dinners, and speaking at premier global conferences (e.g., PTTOW!) and other significant international forums.
  • Example of Impact: A recent meeting with Sacha Dragic, founder of Superbet (Eastern Europe's multi-billion dollar gaming leader with a $172M Blackstone investment and significant political influence in Romania and beyond), resulted in an invitation to co-present at Techsylvania. This engagement offers direct access to the Romanian Prime Minister and other key European business leaders. Mr. Dragic is also a strong proponent for implementing Alpha's "2-hour learning" model across Eastern European schools, potentially reaching millions of students. This illustrates the team's ability to forge alliances that create massive top-of-funnel opportunities, establish Alpha as a global thought leader, and build a powerful network of evangelists, demonstrating profound network effects and strategic leverage when empowered to manage these partnerships.
  • The team will also leverage exclusive membership networks and influential forums to generate high-value private sector partnerships and philanthropic support. A dedicated budget will support Alpha's presence at key global gatherings, maximizing in-person networking and deal-making opportunities to establish Alpha as the undisputed authority in education among these circles.
• Key Principles:
  • 24/7 Human Availability: No AI chatbots for ultra-high-net-worth individuals
  • White Glove Service: Dedicated human concierge for all inquiries
  • Specialized Team: Separate from regular sales ("Dougs of the world")
  • Presidential-Level Treatment: Every interaction at highest standard
• Strategy: Private dinners, targeted engagement, personalized relationship building
• Infrastructure: Dedicated phone lines, immediate response protocols, VIP communication channels
• Commission Structure: 10% on first-year tuition/partnership value, contributing to the team-wide commission pool.

Supporting Infrastructure

• In-House Editing Team: Austin-based, walking distance from campus
• Premium Office Space: High-end meeting facility for VIP engagements
• Weekly Sync with MacKenzie's Team: Jay Lyons (social media lead) and Anna (PR lead)
• Weekly Sync with Joe Liemandt and Arthur Michel: Finance, tech, and overall strategic alignment

Leadership Incentive Structure

• Alpha Scale Co-Directors: Details to be refined, potentially drawing from the commission pool.
• SuperTeam Leads: Details to be refined, potentially drawing from the commission pool.
• Team Members: Performance-based bonuses tied to team and individual KPIs, potentially drawing from the commission pool.

Team-Wide Commission Pool: All commissions, including those from the Marketing & Sales SuperTeam and Government Partnership contracts, will be directed into a unified commission pool for the entire Alpha Scale team. The specific algorithm and mechanics for distributing this pool among team members (including leadership) will be collaboratively developed and finalized after securing high-level alignment from Joe Liemandt and MacKenzie Price. This approach aims to foster a collaborative environment where all team members are incentivized by the overall success of Alpha Scale. Jozef's company may be paid as an agency, leveraging his existing marketing apparatus, rather than him being a direct employee.

VI. Immediate Action Items (30-Day Sprint)

Core Objectives for Next 30 Days

Primary Goals:

1. Establish Alpha Scale Infrastructure - Set up core team, office space, and operational protocols for the new marketing/movement building unit
2. Launch Alpha Schools Funnel Site - Get a functional enrollment funnel live by June 14th (iterate continuously post-launch)
3. Drive Alphas Activate Success - Maximum focus on RSVPs and conversions for June 14th Superinfluencer Activation event with MacKenzie Price as featured speaker
4. Launch Elite Influence SuperTeam - Implement 24/7 white-glove service for high-net-worth individuals and strategic partners
5. Evaluate Government Opportunities - Assess First Step Act and Jewish Day Schools opportunities to make go/no-go decision
6. Begin Email Infrastructure - Start building newsletter capabilities (gradual rollout over summer)

Key Deliverables:

• Live funnel site for Alphas Activate (June 14th) traffic
• Funnel audit with actionable recommendations
• Sales commission structure and team deployment
• Office space secured near Alpha campus
• Government opportunities assessment (go/no-go decision)
• Elite influence protocols operational

Post-June 14th Initiatives:

• Wilson Fong-led brand identity overhaul
• Complete email newsletter infrastructure
• Build additional SuperTeams to support key functions
• Full website/funnel optimization

Week 0: Alignment Phase (May 26 - June 1, 2025)

Focus: Executive Alignment & Foundation Setting

Immediate Sequence:

1. FIRST: Secure full alignment on strategy, outcomes, and team structure with Joe Liemandt and MacKenzie Price. (This is our current step as of Tuesday, 2025-05-27)
2. AFTER this alignment: Develop a detailed budget and secure high-level approval from Joe Liemandt and MacKenzie Price - ideally by end of this week (2025-05-30).
3. AFTER approval from MacKenzie and Joe: Partner with Arthur to operationalize the plan and begin hiring SuperTeam directors - Next week (starting 2025-06-02).
4. THEN: Launch execution on time-sensitive initiatives (funnel site development) - Next week, reporting on progress with MacKenzie, Joe, and Arthur weekly (starting 2025-06-02).

Key Actions:

• Iterate on marketing overhaul plan with Joe Liemandt and MacKenzie Price until satisfied
• Finalize Alpha Scale structure and SuperTeam leadership roles
• Arthur manages onboarding process for SuperTeam directors and handles all hiring logistics
• Secure executive buy-in on incentive structures and commission plans
• Establish weekly sync meeting cadence with key stakeholders
• Document final approved strategy and distribute to all parties
• Begin Jozef-led funnel site MVP development (2-week sprint targeting June 14th)
• Arthur coordinates contracts and onboarding for all new hires to enable rapid execution

Week 1 (June 2 - June 8, 2025)

• Jozef begins comprehensive audit of existing Alpha marketing funnels (analyzing conversion rates, drop-off points, and revenue attribution)
• Jozef's team continues funnel site MVP development (Week 1 of 2-week sprint)
• First weekly sync with MacKenzie's team
• Begin office space search near Alpha campus
• Finalize sales commission structure with executive approval
• Establish 24/7 elite influence protocols
• Gary Sheng executes Alpha Scale hiring plan and recruiting pipeline
• Samuel Armes supports Miami event planning (featuring the Trumps)
• Ron Roberts begins cataloging high-net-worth network
• Sync with MacKenzie on Montessori new school opening roadshow site timeline and requirements
• Alphas Activate RSVP push begins (sales team)

Week 2 (June 9 - June 15, 2025)

• Complete funnel site MVP development (Week 2 of 2-week sprint)
• Launch Alpha Schools funnel site (June 10th target)
• Samuel Armes finalizes government opportunities assessment with Dave Pettine
• Make go/no-go decision on First Step Act and Jewish Day Schools opportunities
• Launch dedicated billionaire hotline with human operators
• Build and launch Montessori new school opening roadshow landing page
• Support MacKenzie with Montessori roadshow logistics and materials
• Final Alphas Activate preparations
• Alphas Activate execution (June 14th Superinfluencer Activation event with MacKenzie Price as featured speaker)
• Present initial funnel audit findings

Week 3 (June 16 - June 22, 2025)

• Post-event follow-up and enrollment push
• Begin website iterations based on Alphas Activate traffic data
• Execute on government opportunities (if approved in Week 2)
• Start networking outreach for email newsletter specialist role
• Continue recruiting for key Alpha Scale positions
• Secure office space lease
• Schedule Wilson Fong brand overhaul kickoff
• Event production (Alphas Activate and beyond)
• Sales team commissions and incentive programs
• Review and optimize all systems based on Alphas Activate learnings
• Prepare Q3 roadmap and scaling strategy

VII. Key Performance Indicators

Marketing Metrics

• Cost per acquisition (real data, not fabricated)
• Funnel conversion rates by stage
• Email engagement rates by segment
• Social media to enrollment conversion
• Target: $5M revenue in Q1 from proper funnels (Ron Roberts projection)

Sales Metrics

• RSVPs generated per rep
• Enrollment conversion rate
• Average deal size
• Student retention rate

Partnership Metrics

• Government contract value secured
• Corporate partnership revenue
• High-net-worth donor conversions
• New school partnerships initiated

VIII. Budget Considerations

Note: Detailed budget allocations will be developed after alignment on strategy, team structure, and desired outcomes. This document focuses on establishing the strategic framework and organizational design first.

Priority Investments

• New team members across all SuperTeams (Marketing & Sales, Brand & Identity, Government SuperTeam, Elite Influence SuperTeam)
• Commission structure funding to enable performance-based compensation, including seeding the team-wide commission pool.
• Premium office space for team and VIP meetings
• In-house editing team and equipment
• Marketing technology stack
• Event production (Alphas Activate and beyond)
• Sales team commissions and incentive programs
• Extensive travel budget for Government SuperTeam and Elite Influence SuperTeam engagement.

IX. Risk Mitigation

Key Risks

• Rapid scaling without quality control
• Misalignment between teams
• Technology implementation delays
• Market confusion during transition

Mitigation Strategies

• Clear communication protocols
• Weekly executive alignment meetings
• Phased rollout approach
• Consistent brand messaging

X. Long-Term Vision & Scale

6-Month Goals (By December 2025)

• TimeBack

  • Automated sales system generating millions in revenue
  • Strong traction with homeschool parent market
  • Minimal human intervention required in sales process

• New School Launches

  • All new schools filled to pilot capacity (25 students per school)
  • NYC school at responsible pilot capacity (25 students)
  • 1000+ person waitlist for each new city announced
  • Turnkey school startup model validated within the US

• Government Partnerships

  • First Step Act contracts secured (if good fit for Alpha's future)
  • Jewish Day Schools partnerships established (if good fit for Alpha's future)
  • At least two additional multi-million dollar government contracts secured

1-Year Goals (By June 2026)

• Revenue & Scale

  • Tens of millions in annual recurring revenue from TimeBack
  • Multiple revenue streams diversified and automated
  • Government contracts contributing significant recurring revenue

• Movement Building

  • Recognized by tens of millions as education transformation leader
  • Strong brand presence across all major platforms
  • Viral content regularly reaching millions

• International Expansion

  • Several international schools successfully launched
  • English-first model validated
  • Turnkey school startup process proven at scale
  • International partnerships established

• Technology & Operations

  • Fully automated enrollment and sales systems
  • Scalable school startup process
  • Data-driven decision making across all functions

Appendices

Appendix A: Detailed Vision for Alpha Schools

The Alpha Future: Owning the Education Economy

Alpha Schools, powered by Trilogy's operational excellence, is positioned to become the definitive force in global education transformation. Our vision extends far beyond traditional K-12 education—we are creating the world's first comprehensive educational ecosystem that prepares students for every monetizable profession that matters in the 21st century and beyond.

Schools for Every Path to Excellence

We envision Alpha academies spanning every significant profession and human endeavor that creates value in society:

Elite Performance - World-class sports academies, entertainment conservatories, and arts institutions that produce Olympic athletes, Grammy winners, and creative visionaries. Imagine the GOAT School where Tom Brady, Michael Jordan, and Tiger Woods create the ultimate athletic development program.

Innovation & Technology - Entrepreneurship institutes and technical academies building the next generation of founders, engineers, and digital pioneers who will create trillion-dollar industries.

Future-Ready Trades - Specialized schools for the professions of tomorrow—AI systems management, sustainable infrastructure, advanced manufacturing, and other high-value technical skills that will power the global economy.

Leadership & Governance - Academies developing future presidents, diplomats, movement builders, and change agents who will shape policy and culture worldwide.

Industry Excellence - Specialized institutes for every major industry vertical—hospitality, finance, media, healthcare, aerospace—ensuring Alpha graduates lead in every sector that matters.

Capturing Education GDP

Our strategic objective is to own a meaningful and growing slice of the global education GDP—currently a $7.6 trillion market (HolonIQ, 2025). By 2030, we aim to:

• Operate 100+ specialized Alpha schools globally serving as centers of excellence
• Enable hundreds of thousands of Alpha satellite schools worldwide powered by our ecosystem technologies including TimeBack
• Serve millions of students directly through our specialized schools
• Impact hundreds of millions of learners through our satellite network and technology platform
• Generate $50+ billion in annual revenue across tuition, technology licensing, government contracts, and corporate partnerships
• Create an ecosystem valued at $1 trillion

This hybrid model—combining flagship specialized schools with a vast network of technology-powered satellite schools—allows us to maintain quality while achieving unprecedented scale. Every satellite school becomes a distribution point for Alpha's educational innovations, creating a global network effect that transforms education worldwide.

The Unquestionable Authority on Education's Future

Alpha Schools will become the world's trusted source for understanding where education must evolve:

Thought Leadership

• Publishing definitive research on learning effectiveness
• Hosting the annual America 2.0 Summit as education's "Davos"
• Creating viral content that shapes public discourse on education
• Building a media empire around the "Future of Education" brand

Technology Innovation

• AlphaOS: Modular, composable platform—including TimeBack and all other essential tech—designed to make Alpha the 'Lego' for building high-performing schools easily
• AI tutors that adapt to each student's unique potential
• Predictive analytics showing parents optimal education paths
• Open APIs enabling a thriving ecosystem of educational apps

Parent Empowerment

• 24/7 AI advisors helping parents navigate education choices
• Personalized roadmaps for every child's success
• Real-time progress tracking and intervention recommendations
• Community networks connecting families with shared values

The Movement That Changes Everything

We're not just building schools—we're architecting a movement that fundamentally transforms how humanity develops its potential. Every parent will know that Alpha represents:

• The death of one-size-fits-all education
• The birth of personalized paths to mastery
• The guarantee that their child's unique gifts will be cultivated
• The assurance of preparation for a rapidly changing future

By 2035, when someone thinks "education," they will think "Alpha." When parents wonder how to prepare their children for success, Alpha will be their first and most trusted resource. When governments and corporations need to upskill populations, Alpha will be their implementation partner.

This is not merely an educational company—it is the foundation for human flourishing in the next chapter of civilization. Through Alpha, we will prove that when you give children the right environment, mentorship, and tools, there is no limit to what they can achieve.

The future belongs to those who prepare for it. At Alpha, we're not just preparing students for the future—we're empowering them to create it.

Appendix B: Key Strategic Insights from Alpha Labs Sessions

The Funnel Philosophy

• Low/Middle/High Ticket Offers: Homeschool software ($1k-5k) → 2-hour learning product → Physical schools ($40k-65k)
• AI School Positioning: Position as the evolution of education, leveraging current zeitgeist terminology
• Summer Strategy: Use summer 2025 to rebuild everything, launch aggressive campaigns for back-to-school season
• Lean Operations: Avoid the tangled, messy approach of traditional school systems - stay lean and tight

Current State Analysis

• Marketing Waste: $26M spent pursuing vanity metrics (10M follower goal) instead of enrollment
• Broken Infrastructure: No clear path from MacKenzie's content to enrollment
• Team Bloat: Dozens of marketing people; very few students enrolled

Appendix C: Additional Resources

• Detailed team structure charts
• Technology stack specifications
• Event planning templates
• Communication protocols

Appendix D: Marketing Audit Analysis & Fabricated Benchmarks

Current Marketing Budget Reality Check

According to Ron Roberts' analysis, Alpha's current marketing plans reveal fundamental disconnects between spending and outcomes:

The Numbers Don't Add Up:

• Revenue Target: 300 students × $40K tuition = $12M annual revenue
• Marketing Budget: $27M over 2 years
• Implied CAC: $10K-$24.5K per student (depending on timeline)
• Team Size: 53 marketing people for 300 students = nearly 2 marketers per seat

This represents a catastrophic misalignment where marketing costs could exceed total revenue for years.

Fabricated and Unsubstantiated Benchmarks

Jason Applebaum's marketing "brain lift" (link) appears to contain numerous unverified claims and fabricated data points:

1. Phantom Attribution: Claims of specific CAC numbers without any tracking infrastructure (no UTMs, no CDP, no attribution tools)
2. Vanity Metrics: Focus on "10M followers" with zero connection to enrollment conversions
3. Budget Black Holes:
   • $6M for "Evangelism" with no clear deliverables
   • $15M for "physical school marketing" undefined and untracked
4. Event Economics Fantasy: In-person events costing $10K-$40K with "modest conversion" would yield 4-10x typical sustainable CAC levels

The Real State of Alpha Marketing

What's Actually Broken:

• No Funnel: Sequential in-person events without scalable digital infrastructure
• No CRM: Operating without basic lead tracking or nurture capabilities
• No Automation: Manual processes where automation should handle 90% of touchpoints
• No Testing: Absence of rapid experimentation culture
• Disconnected Brand: MacKenzie's content doesn't connect to enrollment
• Broken Links: MacKenzie's own link tree leads to dead ends

Team Bloat Without Results:

• Multiple six-figure marketing roles with minimal measurable output
• More marketing staff than enrolled students in some schools
• Zero accountability structure tied to enrollment outcomes

Why This Matters

This audit reveals why Alpha Scale's intervention is critical. The current marketing organization is:

1. Burning cash at an unsustainable rate
2. Operating on fabricated benchmarks rather than real data
3. Structurally incapable of achieving profitable growth
4. Disconnected from the actual revenue engine

Our overhaul plan addresses each of these failures with:

• Real metrics and accountability
• Lean teams focused on outcomes
• Automated funnels that actually convert
• Direct connection between brand and enrollment
• Commission-based incentives that align with revenue

The contrast between the current state and our proposed future state represents the difference between marketing as a cost center versus marketing as a growth engine.

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This document is a living strategy that will be updated based on real-world feedback and results. Our commitment to deep responsiveness ensures continuous refinement aligned with Alpha Schools' evolving vision.