Profit Lab

Amy Porterfield had already built significant credibility in the online marketing space, having worked under Tony Robbins and established herself as a Facebook marketing expert. She recognized a gap in the market: entrepreneurs needed a step-by-step system to create profitable social media sales funnels. This insight led her to develop the Profit Lab program, a comprehensive course combining her years of experience into teachable modules.

The Profit Lab program was structured with two tiers: a self-study option and a mastery tier with one-on-one coaching. Self-study was priced at $497 (or $197 for three payments), while mastery was $997 (or $397 for three payments). She capped mastery at 200 students to maintain quality. The April pre-launch gave her time to test and refine her messaging before the official May 6 cart open.

Amy took a highly strategic approach to her launch. Rather than casting a wide net with hundreds of affiliates, she carefully selected just 8 affiliates she knew personally and trusted—people she had previously worked with or studied in the industry. These 8 affiliates drove 25% of total sales through a straight 50% commission structure, with 2 of them acting as clear leaders and 1 underperforming. The remaining 75% came from her own 180,000-person email list through webinars and direct email sequences. She ran 5 live webinars during the first two weeks, spending approximately $24,000 in cold traffic ads to fill them. Critically, 450 of her 1,500 total customers (30%) never attended any webinar, purchasing directly from email sequences targeted to list segments that hadn't signed up.

Retargeting proved to be Amy's most efficient channel. When she retargeted webinar registrants immediately after cart open, she achieved 90 conversions at $5.75 cost per conversion. At the price increase point (6 days before cart close), she got 47 conversions at $6.18—making retargeting the most cost-effective acquisition method. She spent $48,000 total on ads, with roughly half going to cold traffic for webinars and the other half to retargeting. She strategically timed her messaging: two emails on price increase day to webinar attendees, and 3-4 separate emails to list members who never signed up for webinars, requiring different messaging to explain the product. The urgency strategy worked powerfully—30% of total sales came in the final two days, and the day before the price increase was consistently her biggest sales day.

The Profit Lab launch generated nearly $1 million in revenue over 20 days (May 6-26), making it Amy's biggest launch to date. The mastery tier sold out at 200 students by day 14, and the program attracted 1,500 total customers across both tiers. Her success demonstrated the power of combining multiple channels (affiliates, cold traffic, email, retargeting) while maintaining quality control and personal connection with partners.