# Content and Value Ladder

## Strategic premise

TrickBook should give riders useful standalone trick instruction for free, then charge for the system that helps them decide what to learn next, practice consistently, diagnose problems, and stay motivated.

The app is the progression system; social content is the acquisition engine. Tutorials should lead riders into a connected loop:

`tutorial -> saved trick -> logged attempts -> AI guidance -> visible progress -> subscription -> success story`

The paid proposition is not "more videos." It is structured progression, personalization, accountability, deeper expert instruction, and an AI companion that understands the rider's history.

## Content pillars

- **Teach:** Complete tutorials for useful, searched-for tricks.
- **Diagnose:** One visible mistake and one specific correction.
- **Progress:** Drills, prerequisites, and smaller steps toward a trick.
- **Authority:** Pro and specialist instruction for advanced tricks.
- **Proof:** Rider attempts, breakthroughs, before-and-after clips, and challenge results.
- **Relationship:** AI companion demonstrations, community prompts, and behind-the-scenes material.

Free tutorials must deliver a real result. Deliberately incomplete instruction weakens trust and makes the subscription feel like a toll rather than a better system.

## Daily cross-platform slideshows

Swipeable tutorials are a primary acquisition format, not an occasional Instagram-only asset. TrickBook should publish one core slideshow story per day when the quality bar can be maintained, then adapt it for TikTok, Instagram, and YouTube.

- Write 6-8 slides around one rider problem, correction, progression, or practice plan.
- Design a 1080 x 1920 master with essential content inside a centered 1080 x 1350 safe region.
- Export 9:16 for TikTok and YouTube, and a clean 4:5 crop for Instagram.
- Use a different first-slide hook, caption, audio choice, and call to action for each platform.
- Keep exports watermark-free and add platform-native audio during publishing.
- Where YouTube image posts are unavailable, render the same slides as a lightly animated vertical Short with voiceover.

TikTok should emphasize curiosity and comments, Instagram should emphasize saves and shares, and YouTube should emphasize searchable phrasing and subscription. The underlying lesson stays consistent while the packaging changes.

## Weekly publishing schedule

| Day | Primary format | Purpose | Default call to action |
| --- | --- | --- | --- |
| Monday | 45-90 second flagship tutorial | Teach one foundational or high-demand trick | Save the trick and track attempts in TrickBook |
| Tuesday | 10-25 second mistake/fix clip | Diagnose one failure pattern from Monday's trick | Comment with the failure pattern the rider sees |
| Wednesday | Short progression drill | Give riders a manageable practice step | Log 10 attempts in TrickBook |
| Thursday | Pro or guest tutorial | Add authority and cover harder tricks | Follow the full progression in TrickBook |
| Friday | Rider proof, AI demo, or weekly challenge | Show outcomes and create participation | Join the challenge or start the plan |
| Weekend | Stories, polls, reposts, and filming previews | Maintain community contact without another heavy production | Vote, reply, or submit a clip |

One or two filming blocks should supply the week. Each flagship tutorial should be repurposed into short clips, Stories, an in-app lesson, an article or searchable page where useful, and an email.

## Monthly programming

Each month should feel like a small curriculum:

1. Foundation trick.
2. Natural next progression.
3. Common obstacle and correction.
4. Aspirational pro tutorial or challenge.

A normal month targets four flagship tutorials, eight mistake/drill clips, four guest or pro pieces, four community/proof posts, regular Stories, and one themed challenge. Quality and consistency take priority over filling every slot.

## Pro tutorial production package

Do not commission a single disposable post. A paid filming session should target:

- One complete tutorial.
- Three common-mistake clips.
- Two progression drills.
- Five clean demonstrations or angles.
- One personal breakthrough or teaching story.
- An optional live Q&A.
- Written permission covering organic social, paid advertising, and in-app use.

Compensation can combine a fixed production fee with tracked referral revenue. Repeat work should favor instructors whose content activates and retains riders, not only those with the largest follower counts.

## Value ladder

### 1. Free social content

The discovery and trust layer: complete tips, corrections, demonstrations, challenges, and rider outcomes. Every piece has one clear next step into TrickBook.

### 2. Free TrickBook account

The activation layer:

- Browse the core trick library.
- Save tricks.
- Log attempts and landed tricks.
- Receive basic progression recommendations.
- Join community challenges.
- Sample the AI companion meaningfully.
- Preview premium pathways.

The target activation event is: choose a goal, save a trick, and log the first practice session.

### 3. TrickBook Plus

Initial price hypothesis: **$7.99/month or $59.99/year**, subject to measured testing.

- Complete structured learning paths.
- Detailed drills and prerequisite maps.
- Personalized daily or weekly practice plans.
- Advanced progress statistics and session history.
- Full premium/pro tutorial library.
- A useful monthly AI companion allowance.

Primary promise: **Stop guessing what to practice next.**

### 4. TrickBook AI / Pro

Initial price hypothesis: **$14.99/month or $119.99/year**, subject to AI cost and conversion testing.

- Everything in Plus.
- A larger AI coaching allowance.
- Persistent knowledge of goals, struggles, preferences, and progress.
- Personalized session planning and post-session reflection.
- Adaptive troubleshooting based on logged attempts.
- Accountability check-ins and selectable coaching styles.
- Video-analysis credits if and when that capability meets the quality bar.

Avoid promising unlimited AI until real usage and model costs are known. Prefer a generous fair-use allowance, with transparent top-ups for unusually heavy use.

### 5. Human coaching and experiences

- Asynchronous video critiques.
- Small-group clinics and live workshops.
- Local sessions and premium trick programs.
- Sponsored challenges, products, and events.

Potential starting tests are $15-$30 for an asynchronous review, $25-$50 for a group clinic, and $50-$100 for a personalized program. The coach should receive the majority of coaching revenue, with TrickBook retaining a platform share.

## AI companion conversion design

The AI companion must use real TrickBook context rather than behave like a generic chat box. It should connect goals, saved tricks, attempt history, recurring problems, and relevant lessons.

Free users should experience a useful outcome before seeing an upgrade prompt. Good conversion moments include immediately after the companion creates a plan, identifies a recurring issue, or recalls earlier progress. Do not expose a per-message meter during ordinary use; present access as coaching and warn clearly only when a user approaches an allowance.

## First 30 days

### Week 1: Foundation

- Film three tricks that Wes can teach confidently.
- Establish a consistent tutorial format.
- Define the first free learning path.
- Track tutorial views, saves, first attempts, landings, AI use, and upgrade events.

### Week 2: Publish and activate

- Begin the five-post weekday cadence.
- Recruit the first two guest instructors.
- Ask every new rider what they are trying to land.
- Turn the answer into a starter progression.

### Week 3: Guided challenge

- Run a free 14-day "Land Your Next Trick" challenge.
- Let the AI companion generate the starting practice plan.
- Collect questions, failure descriptions, and permissioned success clips.
- Interview activated riders before finalizing the paywall.

### Week 4: Monetization test

- Introduce a founding-member offer.
- Test the Plus and AI / Pro price hypotheses.
- Offer annual plans with a meaningful discount.
- Grandfather founding members at their launch price.
- Review activation, AI engagement, trial conversion, retention, refund reasons, and model cost per subscriber.

## Decision metrics

- Viewer to landing-page visit.
- Landing page to account or trial.
- Account to first meaningful action.
- Day 7 and Day 30 retention.
- Trial to paid conversion.
- AI cost per free and paid active user.
- Customer acquisition cost by tutorial theme.
- Monthly versus annual selection.
- Referral rate and revenue per acquired lead.
- Cancellation and refund reasons.

Prices, limits, and content volume in this document are hypotheses. Promote them to product policy only after instrumented testing.