Jane Media Strategic Planning

Customer Segmentation & Ascension Questions

A discussion guide for David and Jackie: how people should enter, buy, ascend, descend, pause, graduate, or return inside the evolving Last Year Single / coaching / mini-course ecosystem.

Starting point

Old model → new ecosystem

Historically, LYS created the main customer distinction: customer = full LYS buyer/member; everyone else = potential buyer or off-list. The new model needs more nuance because buyers may enter through books, quizzes, mini-courses, bundles, community, group coaching, 1:1 coaching, or high-ticket coaching.
Recommended segmentation framework

Segment on three layers first

1. Lifecycle SegmentLead, low-ticket buyer, LYS member, coaching client, alumni, former customer.
2. Relationship Need SegmentDiscernment, dating patterns, healing, readiness, communication, marriage prep, accountability.
3. Commercial ReadinessFree seeker, low-ticket-ready, subscription-ready, coaching-ready, high-ticket-ready.
Question Set 1

Product Ladder

  1. What are the likely price points for individual mini-courses, bundles, LYS membership, small group coaching, intimate group coaching, 1:1 coaching, and high-ticket coaching?
  2. Is LYS still the flagship destination, or is it becoming one product inside a larger coaching/product ecosystem?
  3. Should people subscribe monthly to the full LYS library, buy bundles outright, or have both options?
  4. Are all 12–15 mini-courses part of LYS, or do some live outside LYS as standalone products?
  5. Which offers are evergreen, and which are campaign/event-based?
Question Set 2

Buyer Psychology

  1. What are the top 5 “I need help now” problems Jackie hears most often?
  2. Which buyer is most valuable long-term: community seeker, course buyer, direct coaching buyer, or marriage-readiness planner?
  3. What separates a good LYS candidate from a good private coaching candidate?
  4. Are there people Jackie should not accept into coaching, even if they can pay?
  5. What emotional readiness signals suggest someone is ready to invest more deeply?
Question Set 3

Relationship Stage Segments

  1. Should we explicitly segment by dating status: not dating, actively dating, in a relationship, recently broken up, divorced/widowed, engaged, or married alumni?
  2. Is “ready for marriage” still the central identity, or is the brand expanding toward broader relational health?
  3. Should married/former-success customers stay in the ecosystem as alumni, referral partners, testimonials, or mentors?
  4. Which relationship stages should never receive certain offers?
  5. Which stages indicate urgency for coaching versus self-paced courses?
Question Set 4

Ascension / Descension Paths

  1. What is the ideal ascension path: quiz → result → mini-course → LYS → coaching, or book/webinar → LYS → coaching?
  2. What should happen when someone says LYS is too expensive?
  3. What should happen when someone wants coaching but cannot afford private coaching?
  4. What should happen when someone buys one mini-course and disappears?
  5. Should canceling LYS members receive descension offers such as lower-cost mini-course access, alumni status, quarterly workshops, or community-only access?
Question Set 5

Former Customer Categories

  1. Which cancellation reasons should we actually track: married/successful, financial hardship, dissatisfied, not using it, too busy, completed what they needed, tech/access issue, program mismatch, or unknown?
  2. Should married alumni be treated as successful graduates rather than lost customers?
  3. Which former customers should be reactivated, and which should be left alone?
  4. What is the right “come back” offer for former members?
  5. Should dissatisfied former customers have a separate winback/repair path?
Question Set 6

Quiz + Behavioral Data

  1. What data should quizzes/assessments collect: dating readiness, attachment patterns, marriage readiness, spiritual alignment, relationship history, budget, urgency, or coaching fit?
  2. Should assessment results recommend one mini-course, a bundle, LYS membership, coaching, or a custom path?
  3. Do we want customers to accumulate a visible “relationship profile” over time?
  4. Which behaviors should change segmentation: clicked, watched, attended, purchased, canceled, replied, booked call, or completed course?
  5. What data is useful for personalization without feeling creepy or over-engineered?
Question Set 7

Coaching Capacity + Delivery Model

  1. What is Jackie’s true weekly capacity for private coaching without burning out?
  2. Will other coaches eventually deliver parts of the coaching system?
  3. Which coaching levels should exist: small group, intimate group, 1:1, high-ticket, VIP?
  4. Which customer signals should trigger an invitation into coaching?
  5. What must stay Jackie-only versus what can become coach-delivered or curriculum-delivered?
Discussion target

Open Strategic Decisions

  • Flagship decision: Is LYS the center, or one offer inside a larger relationship ecosystem?
  • Packaging decision: Subscription library, bundles, standalone courses, or all three?
  • Coaching decision: Is coaching an upsell, a separate premium path, or the top of the same ladder?
  • Alumni decision: Are married members graduates, referral partners, mentors, or simply completed customers?
  • Data decision: How much relational intel should we collect and use for personalization?
Suggested meeting flow

How to use this with Jackie

Do not try to answer every question perfectly in one sitting. Start with three decisions: (1) what LYS is becoming, (2) what the offer ladder should be, and (3) what customer segments matter enough to build around now.

Best first outputSegment list v1Offer ladder v1

Updated 2026-05-13 · No customer PII · Built for David + Jackie strategic planning