# First call # Tom Z - Auðunn Hartmannsson - February 07 **VIEW RECORDING - 34 mins (No highlights)** ## Meeting Purpose [Define Tommaso Zanette's coaching offer and niche.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=491.0 "PLAY @8:11") ## Key Takeaways - [**Problem:** Tommaso Zanette (TZ) lacks a clear, scalable coaching offer, which prevents him from acquiring his first paying client.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=738.0 "PLAY @12:18") - [**Goal:** Achieve location, time, and financial freedom as a "freedom seeker" via a digital nomad lifestyle.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1663.0 "PLAY @27:43") - [**Strategy:** Build a holistic health business (coaching → course) focused on unique methods (e.g., fasting, earthing) to stand out from the "move more, eat less" fitness market.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=840.0 "PLAY @14:00") - [**Outcome:** A follow-up call is booked for Feb 10th for Audunn Hartmannsson (AH) to present a roadmap for defining TZ's offer.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1772.0 "PLAY @29:32") ## Topics ### Problem: Lack of Offer Clarity - [**Core Blocker:** Inability to define a specific, scalable offer.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=738.0 "PLAY @12:18") - [**Identified Gap:** The transition from helping family for free to charging clients.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=404.0 "PLAY @6:44") - [**Root Cause:** Uncertainty about which transformation to deliver, despite having broad expertise.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=489.0 "PLAY @8:09") - [**Example Niche Considered:** Vegetarian/vegan transition.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=522.0 "PLAY @8:42") - [**Hesitation:** Past experience with family suggests low commitment rates, making the niche feel too narrow.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=579.0 "PLAY @9:39") - [**Identified Need:** A clear "I help X get Y" statement to attract clients.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=738.0 "PLAY @12:18") ### Strategy: Differentiate with Holistic Health - [**Goal:** Stand out from the mainstream fitness industry.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=840.0 "PLAY @14:00") - [**Approach:** Focus on health-oriented methods, not calorie counting or macro tracking.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=840.0 "PLAY @14:00") - [**Key Methods:**](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=891.0 "PLAY @14:51") - [Intermittent fasting](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=891.0 "PLAY @14:51") - [Mucusless diet healing system](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=891.0 "PLAY @14:51") - [Weekly detox habits (e.g., sunbathing, earthing)](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=891.0 "PLAY @14:51") - [Cold/hot exposure (e.g., ocean swimming, sauna)](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=891.0 "PLAY @14:51") - [**Business Model:** Coaching → Group Coaching → Scalable Info Product (Course).](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1469.0 "PLAY @24:29") ### Motivation: The "Freedom Seeker" - [**Primary Driver:** A "freedom seeker" identity focused on achieving:](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1663.0 "PLAY @27:43") - [Financial freedom](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1663.0 "PLAY @27:43") - [Time freedom](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1663.0 "PLAY @27:43") - [Location freedom (digital nomadism)](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1373.0 "PLAY @22:53") - [**Financial Mindset:** No specific income goals yet.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1526.0 "PLAY @25:26") - [**Rationale:** Actively reprogramming a family mindset that views money as "bad" or "greedy."](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1578.0 "PLAY @26:18") - [**Current View:** Money is a tool for achieving freedom.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1627.0 "PLAY @27:07") ### Background & Context - [**Current Work:** Part-time at a family-owned healthy food shop.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=282.0 "PLAY @4:42") - [**Recent Activity:** Joined Skool last week; made first post and started networking.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=323.0 "PLAY @5:23") - [**Past Projects:**](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1080.0 "PLAY @18:00") - [**YouTube (2022):** Synthesized university biochemistry lectures for classmates.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1080.0 "PLAY @18:00") - [**"Deep Detox" (2024):** A year-long break from social media to focus on internal growth (stoicism, meditation, vegetarianism).](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1181.0 "PLAY @19:41") ## Next Steps - [**Audunn Hartmannsson:** Prepare a roadmap for defining TZ's offer and niche.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1772.0 "PLAY @29:32") - [**Tommaso Zanette:** Attend the follow-up call on **Tuesday, Feb 10th at 16:13**.](https://fathom.video/share/LMxaG3GSYCSJqn1mf9nA7kU58UxvCRfX?tab=summary×tamp=1840.0 "PLAY @30:40") --- # Second call # Tom Z - Auðunn Hartmannsson - February 10 **VIEW RECORDING - 51 mins (No highlights)** ## Meeting Purpose [Audunn presented a coaching roadmap to help Tommaso launch his health business.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=36.0 "PLAY @0:36") ## Key Takeaways - [**The Roadmap:** Audunn presented a 3-phase roadmap (Create, Convert, Compound) to help Tommaso land his first paying clients in 90 days.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=924.0 "PLAY @15:24") - [**No Free Work:** The strategy skips free case studies, leveraging Tommaso's existing credentials (Nutrition & Dietetics degree, family transformations) to go directly to paid clients.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1334.0 "PLAY @22:14") - [**The Offer:** Audunn offered unlimited 1-on-1 support for a discounted $997 (vs. $1,500 standard), with a focus on results over time-based calls.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1567.0 "PLAY @26:07") - [**Outcome:** Tommaso declined due to financial constraints, stating he has "more time than money" and cannot invest before earning revenue.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2580.0 "PLAY @43:00") ## Topics ### Tommaso's Challenge: Lack of Business Clarity - [**Background:** Tommaso (Nutrition & Dietetics degree) has helped family for free but is now ready to launch a paid business.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=74.0 "PLAY @1:14") - [**Primary Block:** A broad skill set (weight loss, disease reversal, vegetarian transitions) creates positioning paralysis.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=133.0 "PLAY @2:13") - [**Core Problem:** Uncertainty about a scalable offer for a future course (e.g., vegetarian transition vs. simpler weight loss).](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=565.0 "PLAY @9:25") - [**Current Action:** Actively networking in the Synthesizer community; has not yet conducted a discovery call.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=712.0 "PLAY @11:52") ### Proposed Solution: 3-Phase Roadmap - [**Phase 1: Create**](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1022.0 "PLAY @17:02") - [Build a client acquisition system from scratch.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1022.0 "PLAY @17:02") - [**Deliverables:**](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1065.0 "PLAY @17:45") - [**Offer:** Package knowledge into one clear transformation.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1065.0 "PLAY @17:45") - [**School Community:** A professional home base for credibility and lead generation.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1090.0 "PLAY @18:10") - [**Scripts:** Natural DM templates and call frameworks.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1102.0 "PLAY @18:22") - [**System:** A process for converting conversations to calls and clients.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1116.0 "PLAY @18:36") - [**Phase 2: Convert**](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1232.0 "PLAY @20:32") - [Activate the system to land the first 2–4 paying clients.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1235.0 "PLAY @20:35") - [**Actions:**](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1254.0 "PLAY @20:54") - [**Network Activation:** Systematically reach out to existing contacts.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1255.0 "PLAY @20:55") - [**School Outreach:** Identify and engage high-intent prospects.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1266.0 "PLAY @21:06") - [**Profile Optimization:** Set up profiles to attract clients without a large following.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1274.0 "PLAY @21:14") - [**Call Execution:** Book and take calls with real-time feedback from Audunn.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1286.0 "PLAY @21:26") - [**Projected Funnel:** 100 conversations → 10–15 calls → 2–4 clients → $1k–$4k revenue.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1306.0 "PLAY @21:46") - [**Phase 3: Compound**](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1434.0 "PLAY @23:54") - [Scale the proven system to achieve predictable client acquisition.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1434.0 "PLAY @23:54") - [**Actions:**](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1254.0 "PLAY @20:54") - [**Conversion Optimization:** Analyze data to fix drop-off points.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1474.0 "PLAY @24:34") - [**Referral System:** Generate high-quality leads from existing clients.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1486.0 "PLAY @24:46") - [**Testimonial Collection:** Capture results to simplify future sales.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1492.0 "PLAY @24:52") - [**Community Growth:** Attract prospects organically.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1499.0 "PLAY @24:59") - [**Content Leverage:** Create strategic content aligned with the offer.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1507.0 "PLAY @25:07") - [**Advanced Launches:** Run larger outreach campaigns to scale revenue to $10k/month.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1507.0 "PLAY @25:07") ### The Offer & Outcome - [**Coaching Model:** Unlimited 1-on-1 support (calls, WhatsApp, School) focused on results, not time.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=1567.0 "PLAY @26:07") - [**Investment:** $997 (discounted from $1,500).](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2513.0 "PLAY @41:53") - [**Objection:** Tommaso declined, citing financial constraints.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2580.0 "PLAY @43:00") - [**Rationale:** He has "more time than money" and cannot invest before earning revenue.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2580.0 "PLAY @43:00") - [**Rejection:** Declined a payment plan, stating he is "not comfortable spending money... before it actually comes in."](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2742.0 "PLAY @45:42") ## Next Steps - [**Tommaso:**](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2627.0 "PLAY @43:47") - [Implement the roadmap independently, focusing on using time over money.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2627.0 "PLAY @43:47") - [Connect with Daniel (referred by Audunn) for networking.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2941.0 "PLAY @49:01") - [**Audunn:**](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2853.0 "PLAY @47:33") - [Introduce Tommaso to Daniel.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2941.0 "PLAY @49:01") - [Refer health clients to Tommaso.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2853.0 "PLAY @47:33") - [**Both:**](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2885.0 "PLAY @48:05") - [Schedule a practice discovery call for Tommaso.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=2885.0 "PLAY @48:05") - [Maintain contact for future networking.](https://fathom.video/share/HpvnWjgWzvZC-S2DTxyT91UDes1H58hG?tab=summary×tamp=3010.0 "PLAY @50:10")