# Bar Prep by SHEP: Sales & Marketing Index

Quick reference for all go-to-market docs. Everything lives in the MARKETING or SALES folder.

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## Core Strategy (read in order)

| # | Doc | Folder | What It Covers |
|---|-----|--------|---------------|
| 1 | Launch Roadmap | MARKETING | Master checklist: pre-launch through Week 12, pricing summary, referral economics, revenue target ($90K), sales cadence, content positioning, distribution channels |
| 2 | Marketing Copy: Do and Don't | MARKETING | Approved copy for landing page, hero, feature cards, FAQ, MEE/UBE page, California page, upload page, ads, disclaimers, NCBE outline language |
| 3 | Institutional Sales Playbook | MARKETING | Institutional pricing tiers, pipeline math from 198 schools, cold email templates (3), one-pager outline, execution timeline, tools needed |
| 4 | Institutional Outreach Action Plan | MARKETING | Tiered target list (schools by ABA passage rate), data points for messaging, email sequence by tier, follow-up cadence, outreach calendar |
| 5 | Distribution Strategy: 9 Sales/Day | SALES | Channel-by-channel breakdown: Goat, TikTok creators, Reddit organic, shareable diagnostic, Reddit/Google ads, licensing budget reallocation, mini-Goats, daily sales projections |
| 6 | Referral & Affiliate Program | SALES | Two-tier commission structure, FTC disclosure rules, Reddit rules, tax/1099 threshold, affiliate agreement template, pitch scripts (campus + DM), swag decision (stickers only) |

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## Reference Materials

| Doc | Folder | What It Is |
|-----|--------|-----------|
| Research: Institutional Law School Sales | MARKETING | Full research report: how BARBRI/Themis/Quimbee sell to schools, buyer titles, ABA 316 pressure, sales cycles, retaker wedge strategy, competitive landscape |
| Marketing Package by OpenAI | MARKETING | External marketing package with email templates, market constraints, funnel strategy |
| Marketing Package by Paperclip | MARKETING | External marketing package (alternative perspective) |
| General Strategy Note | MARKETING | Early strategy notes |
| Email Campaign Setup: Tools & Playbook | SALES | Email tooling and campaign operations |
| Law School Target List: 198 Schools | SALES | CSV of ABA-accredited law schools for institutional outreach |

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## Key Numbers (Quick Reference)

| Metric | Value |
|--------|-------|
| Individual price | $129 Founding Pack (one-time, expires July 31) |
| Classmate code | $49 (Fordham evening group chat only) |
| Referred buyer price | $119 ($10 off) |
| Referrer payout | $25 (casual) / $30 (active affiliate) |
| Institutional per-seat | $50-75 (tiered by cohort size) |
| Licensed price (future) | $249 |
| Season revenue target | $90K (May 1 - July 21, 12 weeks) |
| Target mix | 10 school deals (~$50K) + ~250 individual sales (~$30K) |
| Individual sales cadence | ~21/week, ~3/day (with institutional), ~8-9/day (without) |
| Ad budget (proposed) | $1,500 (redirected licensing budget) |
| Sticker order | 200-500 units, $50-100 |

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## Decision Log (GTM-Related)

Detailed decision records are in `shep-strategist/decisions/`. Quick summary:

| Date | Decision | Status |
|------|----------|--------|
| Apr 24 | Classmate GTM: sell to Fordham first ($49), strangers second | Decided |
| Apr 24 | Position simulated content confidently (NCBE outlines, industry standard) | Decided |
| Apr 24 | BYOQ two-track content model | Decided |
| Apr 25 | Institutional sales as primary revenue engine (198 schools) | Decided |
| Apr 25 | Individual price raised from $79 to $129 | Decided |
| Apr 26 | No monthly subscription ($42.99/mo rejected) | Decided |
| Apr 26 | Institutional pricing tiers confirmed ($50-75/seat) | Decided |
| Apr 26 | Credentials copy finalized (product-centered, no bios) | Decided |
| Apr 26 | Affiliate page not on landing page (behind the scenes only) | Decided |
| Apr 26 | Swag: stickers only, skip everything else | Decided |

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## What to Read When

**"I need to update the website copy"** -> Doc #2 (Marketing Copy)

**"I need to email a law school admin"** -> Doc #4 (Outreach Action Plan) for the email templates, Doc #3 (Playbook) for pricing

**"How do I hit $90K?"** -> Doc #1 (Launch Roadmap) for the revenue model, Doc #5 (Distribution Strategy) for channel-by-channel

**"Someone wants to promote SHEP for money"** -> Doc #6 (Referral & Affiliate Program) for the agreement and rules

**"What do I say when someone asks about the questions?"** -> Doc #2 (Marketing Copy), FAQ section and Content Positioning in Doc #1

**"What schools should I email first?"** -> Doc #4 (Outreach Action Plan), Tier 1 list + Research report